When to use a bid management tool
Eric Enge reflects on a discussion at the Search Engine Expo called “Are bid management tools dead?” and takes away 4 great pieces of advice:
- Use a bid management tool to manage the long tail of your campaign.
- Stay focused on your ad copy and your landing pages, because they can dramatically influence the cost and conversion rates of your campaigns.
- Take significant brand building terms and manage them separately.
- Take significant “first visit search” keywords and manage them separately as well.
I’m learning that managing PPC advertising can be a daunting task when you’re in a large company. It’s great to hear an expert give advice on when it’s appropriate to use bid management technology… and when it’s not.
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