Category Archives: bid-management

Feb 10 2011

Reports of Bid Management's Death Are an Exaggeration

While bid management is critical to the success and scale of a paid search program, it’s certainly not the only thing. Bids can account for, but cannot overcome bad or broken landing pages, poor query matching by the engines, unappealing and vague copy and a whole host of other issues that may get short shrift if bidding is difficult or given undue attention.

Nov 04 2009

Quality Score and PPC Management

Quality Score and Bid play equal roles in determining an ads visibility, but that doesn't mean you should spend the same amount of time working on each.

Oct 28 2009

PPC: The Wrong Way to Improve Efficiency

Study the data carefully before making rash moves.

Jul 13 2009

Bid Management Misunderstanding #2: "Bid Rules"

"Two Concepts of Rules," with apologies to John Rawls.