Managing a campaign manually is possible when the campaign is relatively small. But when campaigns start to scale to a size where it becomes complicated and harder to be managed manually, bid optimization software will come into play.
DoubleClick Search recently came up with 7 factors to consider if you are looking for a bid optimization platform to work on.
The 7 factors:
- Meeting objectives with flexible goals
- Fresh and reliable data to make smarter decisions
- Smart algorithms for smart decisions
- Fast response of the tool to take opportunities
- Frequency of algorithm change and updates
- The amount of control while automating
- Service from the team
Accompanying the blog post is also an infographic and white paper on it.