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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 well-known digital marketing director, commercial analyst, and ecommerce specialist with over 15 years’ experience.
Cathal is a respected international conference speaker, course lecturer, and digital trainer. He specialises in driving complete understanding from students across a number of digital marketing disciplines including: paid and organic search (PPC and SEO), analytics, strategy and planning, social media, reporting, and optimisition. Cathal works with digital professionals in over 80 countries and teaches at all levels of experience from beginner to advanced.
Alongside his training and course work, Cathal runs his own digital marketing agency and is considered an analytics and revenue generating guru - at enterprise level. He has extensive local and international experience working with top B2B and B2C brands across multiple industries.
Over his career, Cathal has worked client-Side, in digital marketing agencies and media owners with brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus, and Expedia.
He can be reached on LinkedIn here.
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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.