This should be accompanied by the Podcast to understand what is really being discussed. Please find the podcast at: http://www.bgtheory.com/blog/how-important-is-bid-management-to-your-ppc-success/
12. How Important is Bid Management? Twitter.bgtheory.com Facebook.bgtheory.com Upcoming.bgtheory.com Eventful.bgtheory.com Bgtheory.com/blog Bgtheory.com
Editor's Notes
Anticipate traffic changes (seasonality)
Not usually linear due to the complexity of QS and bid landscape; used to get the overall effect of the idea.
Increasing conversions can also take place from re-training the sales/phone staff, or changing landing pages, or…