Bid Management Tools (Part 2)

In the previous article we highlighted the importance of automation of paid search and how you can use some tools to automate your own work. The second part of this three part series on automating your PPC and Adwords campaigns is about bid management and how it can help any digital marketing firm.

Bid management software can streamline the process of managing your PPC campaign and ensure that your team and the PPC campaign is working to its optimum level of efficiency. Many PPC experts might not appreciate using bid automation but if used properly, it can be a very good tool.

Time saving

One of the big advantages of bid management software is that it saves you time. The job of a PPC manager is to look for new opportunities of growth, run tests, experiments and to optimise landing pages. You won’t have the time to do all this if you’re busy working on millions of keywords all day, working out how much they earn and then tweaking them so that they earn more profit.

Better efficiency

Bid management software is also fast and efficient. It knows when to change a bid and how long to run the experiment for both time and clicks received. The software finds everything for you, managing any bid changes by ensuring that they are set where they should be and that the software finds clicks, saves you money and finally generates conversions that you might have missed if you’d tried it yourself. Ultimately this means you can get a return on ad spend (ROAS) and the system ensures that keywords with low conversion rates and which lead to more expensive sales, aren’t ignored.

Quick Reports

If you work for an agency, there are usually reports which have to be produced for clients on a weekly or a monthly basis. But if you have a demanding client who needs to see reports on a daily basis it can eat into your precious time. Bid management software automatically generates a report, customised to your needs. This helps both the client and your busy team.

Manage everything in one location

Once bid management software is opened you can immediately see the list of reports, compare your campaigns and your key performance metrics. Being able to instantly see how far your target is means you can then devise a strategy to get there more quickly.

Even though this software can be expensive and sometimes erroneous, it can still be a boon, however it’s still recommended to check the bidding manually at regular intervals to get best results.

There are many good platforms for big management at the moment such as Marin, Acquisio, OptiMine, Doubleclick, Search Force and Kenshoo. Just see their features and pick one to best suit your needs.

If you need professional help to manage and automate your PPC campaigns, you can always outsource it to a professional web marketing agency to make managing your PPC campaign easy.5