How and how often do you optimize bids?
The ideal frequency depends on:
Still, it is safe to say that a regular bid review is needed.
Thankfully, with all the automation solutions, bid management can be systematic. Advertisers quickly get access to the same engine features.
That is not to say, though, that automation can take all aspects of bid management decision making off your hands.
Sure, automation supports scale, allows for complex rule setup, and enables optimization to multiple goals.
However, as with any campaign settings, a “set it and forget it” approach will not support long-term success.
While it is tempting to put bidding on autopilot with auto-bidding, that will not achieve strategic advantage vs. competitors.
To stay ahead in the long run, consider these four strategies to enhance your automated bidding.