I spend a lot of time trying to convince people that of all the actions we can take to improve performance in the keyword auction, bid management is possibly the most routine and non-subjective part of the job. As such, your organization (or you, as a professional) needs to continue to strive to keep that activity as close to rule-based as possible. While you shouldn't automate the whole job, it's simply too important to leave it as a haphazard part of a broader job description that might or might not get executed well.
Bid automation to predefined rules is so important, there are at least four well-known ways campaign managers are tackling this today:
Yes, this stuff's important. But by executing in pure rote-like fashion without sufficient reflection, we can make significant blunders. So, yes, there is room for "you" in the equation. The above methods - in whatever form suits the situation - aren't optional. But campaigns get better when you understand how to customize. Here are three pitfalls you can run into, and how you might want to address them:
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Goodman is founder and President of Toronto-based Page Zero Media, a full-service marketing agency founded in 2000. Page Zero focuses on paid search campaigns as well as a variety of custom digital marketing programs. Clients include Direct Energy, Canon, MIT, BLR, and a host of others. He is also co-founder of Traffick.com, an award-winning industry commentary site; author of Winning Results with Google AdWords (McGraw-Hill, 2nd ed., 2008); and frequently quoted in the business press. In recent years he has acted as program chair for the SES Toronto conference and all told, has spoken or moderated at countless SES events since 2002. His spare time eccentricities include rollerblading without kneepads and naming his Japanese maples. Also in his spare time, he co-founded HomeStars, a consumer review site with aspirations to become "the TripAdvisor for home improvement." He lives in Toronto with his wife Carolyn.
December 12, 2013
1:00pm ET / 10:00am PT