PPC Bid Management Software

The use of automated PPC bid management to optimise campaign performance is a controversial subject in some quarters. There are quite a lot of systems now available in the market, and many of their authors make fairly bullish claims about their abilities to enhance campaign performance. Substantiating these claims is, however, often difficult.

Overall we're not big subscribers to the notion of setting up a campaign, configuring some rules and sitting back confident that everything possible will be done to keep it in an optimal state. An experienced campaign manager invariably provides insight that no amount of programming wizardry can substitute.

At the same time, good statistical analysis and a degree of automated adjustment can undoubtedly play an important role. Having spent our first three years of operation managing all of our campaigns manually (and talking to a lot of vendors of bid management systems) we finally decided the only satisfactory approach was to develop our own system in-house.

Although the systematic and statistically-based adjustment it provides is now a vital part of our service, we applied an equally high level of attention to the way it is controlled by - and reports back to - our campaign managers. This is because in our experience the best results are obtained when man and machine work effectively together.