SEW Experts: Bid Management Lookback Options

One of the key factors when using bid management tools is how far back in time you need to look at the data to get meaningful results for each keyword – the lookback time interval. Usually, there’s no one time period that works for all keywords. In today’s By the Numbers column, “Bid Management Lookback Options,” Eric Enge offers some real-world keyword data that shows how and why to subdivide the problem to a finer level of granularity.

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