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