Bid Management for Paid Search

Chapter 1 of Paid Search Optimisation

Bid management systems enable the partial automation of paid search advertising and are essential for a range of businesses in today’s competitive paid search marketplace. This chapter looks at some of the tools available with guidance on how to set objectives, rules and targets.

13 minute read

Bid management tools are becoming increasingly important to paid search advertisers, as they are used to partially automate the management of paid search advertising without the for manual intervention. This chapter discusses how to use these systems. It covers:

Capabilities: What do bid management systems do and how can advertisers maximise their potential benefits?
Requirements: From main capabilities to more advanced features, what factors should advertisers consider when performing a review of the most appropriate bid management tool to use?
Rules and targets: What are the most common goals of bid management and how are results typically achieved?