http://www.clickequations.com/blog/2011/02/the-death-of-bid-management-revisited/ A Long Hard Look At Paid Search Marketing Strategies, Tactics, and Tools Mon, 06 Feb 2012 16:52:00 +0000 hourly 1 http://wordpress.org/?v=3.5 http://www.clickequations.com/blog/2011/02/the-death-of-bid-management-revisited/comment-page-1/#comment-1372 George Michie Wed, 16 Feb 2011 14:08:00 +0000 http://www.clickequations.com/blog/?p=2966#comment-1372 Craig, thanks for your kind words about RKG. We try nnI totally hear you on the issue of priorities and couldn’t agree more that the super advanced bidding stuff matters to only the biggest players in the space. 2/3 of Google accounts spend less than $5K a month and for those folks the cost of implementing advance bidding may not be worth going after even when the rest of the facets of the program are well tuned.nnThat said, as Bradd Libby pointed out, there is no such thing as “pre-bidding”. You have to launch ads with bids and if you get those bids badly wrong you can absolutely cut your leg off. Getting into the top 6 positions on every keyword can be ruinously expensive in competitive categories. Indeed, our clients often ask us to try pushing everything to just the first page minimum periodically and it’s always a bad idea. While blowing the ad copy or landing pages can cause advertisers to lose opportunity, over-bidding causes them to lose money in a big hurry. I’d prefer the former to the latter, but I’m a tightwad.nnI get your point, and will take up that charge of: “How should you set bids if you don’t have tools and don’t want to show the engines your conversion data.” Particularly early on in a program when there’s no historical data, this is an important and under-served area of discussion.

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