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:

1. Use a bid management tool to manage the long tail of your campaign.
2. Stay focused on your ad copy and your landing pages, because they can dramatically influence the cost and conversion rates of your campaigns.
3. Take significant brand building terms and manage them separately.
4. 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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