Keyword bid management for a paid search campaign can be accomplished in different ways. Are you trusting a "fortune teller" to guide your campaigns?
Articles by Pat Stroh
Knowing when to raise or lower your PPC bids depends on the underlying patterns in your campaigns, which are affected by your overall media mix. The complexity of your non-search media plan will determine how difficult it will be to make the right decisions in your search campaigns.
Many marketers assume that an external media blitz requires an increase in search bids or budgets. But can lowering your bids actually be a better plan?
Without knowing a client's plans across the full media mix, search marketers are limited when it comes to optimizing paid campaigns. But once we're armed with that data, we can find the optimal bid and budget scenario leading to the best results.