Turning the complex search marketing landscape into opportunity
In its early days, search marketing was relatively simple: all campaigns were aimed at the desktop. As technology evolved, new opportunities rapidly became available. Today’s search campaigns run on desktop, mobile, and tablet devices, with many new ad formats and targeting options to connect with users in even more relevant ways.
All this, against a backdrop where the overall scale of search continues to expand. Since 2003, 450 billion unique queries have been answered by Google alone. Further, 16% of these searches seen by Google each day are new, meaning marketers must constantly refine and expand their keyword lists.
For a search marketer, these new opportunities translate to more complexity, more tools to choose from, and more campaigns to manage than ever before. However, the goal marketers are looking to achieve is largely the same: to run high-impact campaigns that deliver strong business results with minimal time and effort. Navigating the complex permutations needed to find optimal bids, across thousands of keywords, quickly overwhelms manual methods. This is where bid optimization platforms can play a critical role.
In this white paper, you will learn:
- The critical role of automated bid optimization
- Evaluating a bid optimization platform
- How fresh is the data used in making bid decisions?
- and more…