Executive Summary (This is a document excerpt)

Bid management tools help search marketers develop keyword lists, optimize and execute bids, and report on search marketing results, capabilities key to keeping paid search ads performing well in the face of increasing keyword competition. Packaged bid management solutions help marketers acquire higher volume, easier-to-manage keyword lists and improve bid performance and visibility into the value of their search campaigns, all for costs lower than most search marketing agencies. Adopting bid management makes sense for every search marketer. But firms should consider their company culture and available resources when selecting a vendor; marketers with simple programs and few keywords should start with rules-based bid management systems, and all marketers should dedicate time to directing their bid management vendor relationship.

Buy Risk-Free

Download and print PDF immediately. Price: US $499

Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.