Pay per click management: When choosing a company to manage your paid search campaign, there are many factors to consider.

What kind of reporting will you receive? Will you have total access to your account? How helpful will your account manager be? Another important factor you should consider is whether manual bidding or bid management software is used in managing your account. Not sure which is best for you? Below are some of the main differences between manual pay per click management and bid management software.

Is your account a priority? If you are planning to outsource your pay per click management, you want to know that your PPC account is a priority.

How much time is being spent on maintaining and optimizing your keywords and bids? If you have a question, is there someone you can talk to who is truly familiar with every aspect of your campaigns? A quality search company that employs experts to manually optimize your account will have someone who knows every detail of your account. They can make customized recommendations and are very familiar with your entire business model. A company that uses software to manage your account has little contact with your account. They use the software to run as many accounts as possible with as little manpower as possible.

Reactive versus proactive bidding: Bid management software updates your bids automatically based on your max cost per click and advertiser competition.

Because software can’t predict changes in competition or busy and slow times, frequently there is a lag in a bid being increased, resulting in lost ground against competitors. A search expert manually updating your bids will have more knowledge of your account and can update your bids in anticipation of a change.

Here’s an example. If July and August are your busy months, as shown by historical data, an expert can increase your bids leading up to that busy time and maintain a dominant bidding position all year long, without over-bidding.

Cost: A company that uses high quality bid management software is paying a lot of money to do so, either a large monthly fee or a percentage of all their paid search spend.

In order to make a profit, they drive up the final cost for the advertiser.

Personal Knowledge: Bid management software only goes so far as managing keyword bids.

So what about updating ad copy? Adding new keywords? Adding negative keywords? Setting up day parting and geo-targeting? Making entire account adjustments based on quality score? There are so many different aspects of a pay per click campaign, and having an account completely managed manually allows your account to be optimized as a whole. We believe the short and long term benefits of manual management far outweigh the shortcuts associated with bid management software.

Please contact us if you have any questions about which pay per click management strategy will work best for you!

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