Didit.com might possibly be one of the longest established search marketing firms. Kevin Lee who founded Didit was also a founding member of SEMPO’s Board or Directors and its first elected Chairman. 

At Didit, they believe thet are using what they believe is the fastest-reacting technology and the deepest data dive in the industry. Didit claims to be able to remove most of those wasted search clicks and focus more on the clicks that convert.

Strengths

• Offer a 90 day bonded guarantee. Both parties agree to expected results and the bond is based on those agreed results. The rep I spoke to said that in the last 90 days they had been required to pay on 3 occasions. The bond is up to 1 million dollars.
• Additional fields can be passed through to the Maestro bidding system using the conversion pixel
• Record IP address and other data around each click to identify which query drove ads to be displayed, which site they clicked from, and where they are located.
• Track latency of click to conversion
• Provide ability to weight conversions and set targets on keyword level

Weaknesses

• Real-time bidding which is heavily touted by Didit is not that valuable and used real-time catch phrase to get points. Unlike other systems that do predictive modelling, the real-time bidding waits until it has enough data to make a decision it will.
• This modelling challenge makes it difficult to make decisions or manage smaller accounts. This also makes managing MSN and Yahoo more difficult to manage since they take longer to build up enough data to make decisions.

Opportunities

• Could create more robust rules for bid management increasing value
• Find ways to leverage their 10 person teams to manage more accounts (currently manage 5-7 account) which would enable Didit to lower fees

Threats

• Costs are ridiculously high in comparison to other search agencies.
• To just use Maestro ranges from $25,000 – $40,000 + API fees
• To use Didit’s agency services are 10% – 15%

While they do have some neat bells and whistles I expect that other tools will have these soon and already surpass Didit in many other aspects. Certainly this is not the cheapest alternative but they do bond their results in the initial 90 day period of the agreement.

Tags: paid search, sem, tool

This entry was posted on Monday, November 2nd, 2009 at 11:22 pm and is filed under reviews. You can follow any responses to this entry through the RSS 2.0 feed.