| There is no credible "con" position in the Great Bid Management Debate: either you've got a handle on automated campaign management solutions, or you'll be asked to sit in a dark cave and contemplate why you entered such a complex mathematical marketing universe in the first place. However, automated solutions aren't a panacea. Some third-party solutions duplicate features that are easily accessible from the search engine interfaces for free. So it's important for paid search marketers to understand what these tools can and cannot accomplish above and beyond what you can already do on your own. Andrew Goodman, author of Winning Results with Google AdWords (2nd ed.) and President of Page Zero Media, explores: - background assumptions behind bid management automation
- common use cases
- ROI claims
- pros and yes, cons;
- time saving features
- hot new trends in advanced computation
- guidelines for selecting a bid management vendor.
 | Speaker: Andrew Goodman, Principal, Page Zero Media Andrew Goodman is founder and President of Toronto-based Page Zero Media, a full service marketing agency founded in 2000. Page Zero focuses on paid search campaigns as well as a variety of custom digital marketing programs. Clients include Direct Energy, Canon, MIT, BLR, and a host of others. He is also co-founder of Traffick.com, an award-winning industry commentary site; author of Winning Results with Google AdWords (McGraw-Hill, 2nd ed., 2008); and frequently quoted in the business press. In recent years he has acted as Program Chair for the SES Toronto conference and all told, has spoken or moderated at countless SES events since 2002. In his spare time he co-founded HomeStars, a consumer review site with aspirations to become "The TripAdvisor for Home Improvement." |  | Moderator: Kevin Newcomb, Managing Editor, Search Engine Watch Kevin Newcomb is managing editor of Search Engine Watch. Kevin joined Search Engine Watch in December 2006. He has been covering search marketing, among other online marketing topics, since August 2004, and has been reporting on web-based businesses since 2000. Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program. With a combination of real-world marketing experience and years of business journalism, Kevin brings to Search Engine Watch a unique ability to deliver news and training materials that help search marketers do their jobs better. |
|
