For Interactive Marketing Professionals

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	June 13, 2007 Bid Management Explained How Bid Management Tools Can Improve Your Paid Search Performance by Shar VanBoskirk with Charlene Li, Jennifer Joseph	Average: 9  (2 ratings)

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Executive Summary

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.

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