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The Truth About Pay-Per-Click Search Advertising by Kevin Lee

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Truth 27. Who’s watching the bids?

If you don’t use some level of automated technology to manage your bids, you might be missing huge opportunities and generating waste in your campaign. Even the engines have started to provide controls that can be used as some form of bid management. Automated bid management isn’t a panacea. Used wrongly, such systems can easily drive your campaign into budget-wasting territory. Bid management technology is only as good as its programmer/designer and the human operator at its controls.

Why automation matters

I’m amazed by how many marketers continue to manage search with a spreadsheet ...

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