If you started working on search campaigns in early 2000 – you will know how difficult it was to really-do-real-time-optimization of your search campaigns. Your clients were jumping on your head with a gun ready to be pulled when you should them the change log with few bid changes…and you wished there were automated tools out there…Few hardcore search agencies went with developing their own tools using APIs; while few opted in to use some 3rd party tools. I’ve been lucky enough to be exposed to pretty much most tools that are out there for bid management.

As a search marketer – how frequently do you think you should optimize your bids?  and that’s a trick question.

If you can’t afford the complex 3rd party tools, I think the Google automation tools are a big-big-relief. And, it works. You can know more about it here : http://www.google.com/ads/innovations/automatedrules.html

The beauty of this tool is the simplicity in application of logic and bid rules. Here is a quick evaluation of what Google Automated rules do for you and do not do as compared to other bid management tools in the market :

Feature Google Automate Any 3rd Party Tool
Rule based Bids Yes Yes
Ad Activation Yes No
Keyword Pausing Yes Yes
Ad Pausing Yes Yes (Not All)
CPA Based Bid Mgmt Yes Yes
Budget Changes Yes No
Hourly Changes No (but can be done) Yes
Multiple Search Engine No Yes
Search Funnel Yes No
Create New Keywords No Yes (Not All)
Custom Programs No Yes

Google won’t want to kill the tools out there, but with DoubleClick opening up to other search engines it will soon become a key contender in the bid management space. I can say out of my experience that the Google Automated rules are a breeze if applied correctly and really does wonder to your account – no need to upload/download keywords/ads into a3rd party tool. and, if the website you are driving traffic to is using Google Analytics – the scenario becomes even more favorable.

Incase you contest that Google cannot do dynamic page based keyword generation or ads and you have to go via the API to build it. Well, Google recently introduced ‘dynamic search ads‘. Its a bit different than traditional automated ads; but also works very well. Still in Beta, but am sure the end result is going to be again – simple & useful.

All in all – Google is out there to learn from the tools and deploy…and they will continue to co-exist until such time.

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