The Difference between PPC Bid Management and Real Optimization
The term “optimization” gets tossed around quite a bit. What does it really mean? Does it just mean that you’re trying your hardest? Does it mean finding ways to make marginal improvements? Or does it mean truly achieving the best possible results by using all of the data and technology available? Last week I attended a webinar put on by Rachel Charlton and Peter Thelen from Webtrends Ad Director team that helped teach the difference between bid management and true optimization.
More and More Complexity
It’s no secret that managing an enterprise-level PPC campaign is complicated. You could be managing hundreds or even thousands of keywords and keyword combinations, a couple different versions of ad copy for each, different landing pages, etc. Put them all together and you could have literally hundreds of thousands of possible combinations and you are expected to figure out ideal combinations to produce the best results and the strongest ROAS. Plus you’re responsible for creating ad copy, optimizing landing pages, and still trying to get home before dark.
