Bid management tools pro and contra - PPC2

So my search for a PPC bid mangement tool or agency is now about 2 weeks old. I am not really in a rush, but it would be great to get a better idea of what's out there. Currently I lean towards a tool or homebuild solution rather than an agency. The reason therefore is, that I am not really in the mood to explain to an agency on how the business works, with all it's little secrets.

After reading tons of articles, I found a great summary from "Beantown SEO expert" Robert Rains, who seems to be in favor of a bid management solution, especially when it comes to longtail keywords.

His posting includes a lot of pros and cons from experts and his personal take on seems in line with my approach:

  1. Use a bid management tool to manage the long tail of your campaign.
  2. Stay focused on your ad copy and your landing pages, because they can dramatically influence the cost and conversion rates of your campaigns.
  3. Take significant brand building terms and manage them separately
  4. Take significant "first visit search" keywords and manage them separately as well.