7 Habits of Highly Effective Search Engine Marketing, Part IV: Best Practices in Bid Management
by David Rodnitzky
Bid management is probably the most difficult and least understood aspect of search engine marketing. Indeed, it is so complex that I am confident that I won’t be able to truly do it justice in one short article. So consider this article an introduction to the basics of bid management, not the be-all, end-all document. In a coming print issue of the magazine, I’ll go into more detail about some of the more advanced bid management techniques (rules-based bidding versus positional profit optimization, for example).
