The New Paid Search Automation Landscape

February 22nd, 2011

With contributors:

Kate van Geldern , Angie Polanco

Summary

The paid search automation landscape has grown to include more vendors that provide enterprise-level bid optimization, campaign management, and reporting. And automation can help marketers control their keyword programs directly while also cutting costs and saving time. But using automated paid search management is not a substitute for agency services. Standalone paid search solutions work best for marketers who have internal search expertise, a culture that prefers to in-source, or a small search program.

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