PPC marketing can be tricky at times as there are many factors that can play into making bidding decisions. Seasonal factors, economic factors, maybe your business is having a sale at a certain time and you think people might react well and produce a higher conversion rate. Either way, your goal when managing PPC marketing should be to generate traffic and then profit from that traffic. You will want your ad to be at different places based on the cost and your potential profit.
Some PPC marketers choose to do this by manually manage bids through Google Adwords and Microsoft’s Adcenter. These bidders watch trends and mine data to make their bid decisions. This creates 2 main problems. Firstly, you will have a serious load of work on your hands if you want to run a PPC campaign with a large set of keywords. To manage each individual keyword and to notice differences in rank takes a lot of time and some spreadsheet magic. Secondly you would be working with data that might be 2 or 3 hours old and attempting to make real time decisions on it, leaving you following the trail of your competitors. However, if you are working on a budget with a relatively small budget and keyword list, this is the way to go.
When dealing with large budgets it can be difficult to scale out paid search programs and still manage bids to maximize traffic and profit. This is where automatic bid management solutions such as Omniture Searchcenter comes into play. Often called “set it and forget it” PPC, these bid management tools regulate your bids based on rules you set and trigger bid changes in Adwords or Adcenter to accomplish your goals.
In the end, choosing the right PPC management strategy is based on your needs and your budget.