1. Automated Efficient Bid Management
Joanna Lord
Director of Acquisition Marketing
SEOmoz.org
(day / month / year)

2. No need to freak out.
@joannalord

3. This is not automated bid management
Advertiser opens Advertiser sets Advertiser goes to beach
Adwords account budget to max they can and drinks Mai Tais
lose without getting fired
@joannalord

4. This is not automated bid management
Advertiser opens Advertiser sets Advertiser goes to beach
Adwords account budget to max they can and drinks Mai Tais
lose without getting fired
Also not:
A way to manage your keywords that don’t get a ton of traffic
A way to “brand” your company
A way to collect data to use in other channels
A way to run without messing up what you’ve already accomplished
@joannalord

5. Instead we mean:
• Efficiently allocating your time where it needs to go
• Using your historical data to guide your future decisions
• Making your ROI formulas work to limit risk and maximize opportunity
• Making use of the tools they are providing us with
• Not losing your mind
@joannalord

6. When is a good time to use automated bidding strategies?
Obvious winner: When account gets too big to manually touch every word
But what about:
Transitional times (new contractor, changing tools, rebranding efforts)
Off-season
Right before and after promos…or during promos!
Testing out new bidding strategies
When you are sick of doing PPC
When one of your other job tasks needs some love

7. What options are available to us?
• Automated rules
• Advertiser goals
• Auto bidding options
• Auto management tools
@joannalord

8. Automated Rules
(Click into the campaign, will be a top nav option)
You can automate your account optimization. Can apply rules at:
Campaign level
Ad group level
Keyword level
Change bids when…
Ad text level
Pause keywords when…
Raise bids when…
@joannalord

9. Advertiser Goals
(Found under the Opportunities tab)
Choose your advertiser goal: increase traffic, balance both, decrease cost
Keyword ideas & bid suggestions are adjusted accordingly
You can export ideas, format & upload… easy as pie.
@joannalord

10. Auto display bidding options
(Found under Campaign Settings)
Under “Bidding Option” you will find an “Automatic bidding” option where you
can maximize clicks, with a CPC bid limit.
You can also use your past conversion tracking data as the basis for those automatic
changes (sounds a lot like you would do huh?)
@joannalord

11. Bid Management Tools
Seriously…go here: http://searchenginewatch.com/3641287
@joannalord

12. Danger Zone: What to Remember About Automation
Your automation is as good as the insights you base it on
Automation should be tested before it rolls out
Campaign automation should be revisited often
If you find your entire account is automated, time for an agency
Automation will evolve, you should too
@joannalord

13. Ideas to take with you
Automation is no longer the black horse of PPC
It is for everyone…just not always the same reasons
It is the direction Google is moving, I would listen up at the least
Testing out automation doesn’t hurt anyone, ignoring it could
@joannalord

14. Thank for listing to me ramble.
Questions? Hit me up, I mean it!
joanna@seomoz.org
@joannalord
Joanna Lord
Director of Acquisition Marketing
SEOmoz.org
www.seomoz.org