By Andrew Warren-Payne, econsultancy.com:
In our recently published PPC Bid Management Technology Buyer’s Guide, we set out some of the issues that companies should consider when investing in bid management technology.
To provide the best advice, we approached people working at the coalface of paid search and bid management and offered them the opportunity to share their wisdom.
As usual, we received far more material than we could fit in the guide. Here are some of the expert tips to consider and pitfalls to avoid that will help you get the best possible success out of bid management technology.
Oscar Romero, Starcom MediaVest
The main thing companies need to remember is that there is no Holy Grail when it comes to bid management solutions. They need to consider the business requirements, KPIs and what the competition are doing, plus check that the technology they decide to use will integrate with their ad serving and analytics packages. They should also look into the reporting capabilities, service levels and how the algorithm works to make sure that it is well suited to their needs… Read more