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A progression from Google Ads Editor might be something like Bid Management Software. This is a third-party tool used to help drive search efficiency by using different things like automated rules, artificial intelligence (AI), and different things like that. It can automate your bids and it can automate your budget depending on predetermine KPIs that you build into that tool.
So you’re building your objectives into the tool and then it uses its AI or it’s set up to drive the best results possible from Google Ads for your goal. It’s a simplified way of optimizing and very useful if you’re managing multiple clients in a big agency, or if you have big expectations of your search.
For smaller stuff, Bid Management Software would be overkill. You don’t need it for everything. It’s for just very much high-level, high-spend activity. And just some examples of Bid Management Software will be around the likes of DoubleClick, which is owned by Google. There’s Marin, there’s Adobe DART Search, which is kind of part of DoubleClick, Aquisio, AdCore and then other tools like Segmatic, which are able to drive Bid Management from your Google Ads. Again, it’s costly.
So just outline some advantages and disadvantages of Bid Management Software.
Here are some considerations around choosing a Bid Management tool:
Cathal Melinn is a digital strategist, lecturer, and trainer. He has over 15 years’ experience in eCommerce, social media, affiliate marketing, data analytics, and all things digital. He worked at Yahoo! Search in 2005 as a Senior Search Strategist for the UK Financial Services vertical. He moved to the world of agency in 2010 as Head of Search and Online Media. Cathal’s previous clients include Apple, Vodafone, Expedia, Virgin, Universal Music Group, Amazon, Compare the Market, and HSBC.
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ABOUT THIS DIGITAL MARKETING MODULE
This module begins with the key concepts of paid search and demonstrates how to set up a Google Ads account and create a paid search campaign. It explains how to manage a paid search campaign budget effectively and outlines the different methods that can be used to optimize your paid search campaign. It also covers how to measure and report on the success of a paid search campaign.