Optimise search, social & display seemingly with bid management technology
Bid Management Services
In paid media, there are two main approaches when it comes to bid management workflow, manual and automated. Over the years, there’s been debate among search marketers on the pros and cons of each approach.
Search marketers have differing opinions on which yields the best outcomes.
One of the main arguments in favour of manual bid management focuses on the control that it affords the search marketer, in contrast to the hands-off nature of automated bid management inherent with publisher bid management, like Google AdWords “Smart” bid management and most (but not all) 3rd party proprietary bid management algorithms.
In nearly all automated bid management approaches, the search marketer sets a goal and the bid management algorithm reviews historical performance, and then calculates a bid with limited transparency from start to finish.
The apprehension some search marketers feel towards automated bid management derives from the opaque nature inherent in most approaches. This fear is realised when a campaign is under-performing, and the search marketer becomes at a loss for what’s amiss, or how to improve it.
Putting that fear aside, let’s reflect on the many benefits of automated bid management, which is the reason for its proliferation.
Bid management does make the calculations smarter, faster and more accurately than human managers ever could, it drives efficiency, both directly and by freeing up your in house or agency team to make improvements to other elements of the account, without accurate data on which to make decisions you’ll never get the most out of it.