{"id":110568,"date":"2014-03-27T22:41:00","date_gmt":"2014-03-28T03:41:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/automated-bid-rules\/"},"modified":"2024-12-21T05:51:01","modified_gmt":"2024-12-21T10:51:01","slug":"automated-bid-rules","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/automated-bid-rules\/","title":{"rendered":"Should You Use Automated Bid Rules?"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-5120\" src=\"http:\/\/www.make-it-rain.co.uk\/wpe-content\/uploads\/2014\/03\/Mo2.jpg\" alt=\"Bid Management Providers\" width=\"138\" height=\"124\" \/> In the world of paid search marketing, keyword bidding is one of the most vital parts of account management. Live auction bidding is based on numerous factors both internal (account management) and external (competitors) and takes a lot of <strong>time<\/strong>, <strong>energy<\/strong>, and <strong>knowledge<\/strong> to get it right. Bid management tools support marketers and agencies to manage large and complex biddable accounts on paid media platform such as Google AdWords. Google, for example, has its own bid management software via DoubleClick Search and more basic rules within AdWords.<\/p>\n<div>\n<h2>Type of Bid Management Tools<\/h2>\n<\/div>\n<ol>\n<li><b>Rule-based system<\/b> \u2013 makes bid changes based on rules\n<ul>\n<li>Very strict and basic<\/li>\n<li>Lacks transparency<\/li>\n<\/ul>\n<\/li>\n<li><b>Portfolio-based systems<\/b> \u2013 makes bid changes using a complex algorithm that combines the overall performance of a given keyword as well as analysing user behaviour\n<ul>\n<li>Most vendors track limited exposure of up to 10<\/li>\n<li>Few vendors consider\u00a0<b>all<\/b> <b>tracked exposures<\/b> during the attribution process (tracked exposures include Search, Social, and Other Media)<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<div>\n<h2>Bid Management Providers<\/h2>\n<p>Exciting and powerful bid management technologies are being developed to considerably improve the effectiveness of biddable campaigns. Below are the main bid management software providers;<\/p>\n<\/div>\n<ol>\n<li><strong>Google<\/strong> (AdWords)\n<ul>\n<li>Rule-based<\/li>\n<\/ul>\n<\/li>\n<li><strong>DoubleClick Search<\/strong>\n<ul>\n<li>Rule-based<\/li>\n<li>Portfolio-based<\/li>\n<\/ul>\n<\/li>\n<li><span style=\"line-height: 1.5em;\"><strong>IgnitionOne<\/strong> (Digital Marketing Suite)<\/span>\n<ul>\n<li>Rule-based<\/li>\n<li>Portfolio-based<\/li>\n<\/ul>\n<\/li>\n<li><span style=\"line-height: 1.5em;\"><strong>Adobe Systems<\/strong> (Adobe AdLens)<\/span>\n<ul>\n<li>Rule-based<\/li>\n<li>Portfolio-based<\/li>\n<\/ul>\n<\/li>\n<li><span style=\"line-height: 1.5em;\"><strong>Kenshoo<\/strong> (Kenshoo Enterprise)<\/span>\n<ul>\n<li>Rule-based<\/li>\n<li>Portfolio-based<\/li>\n<\/ul>\n<\/li>\n<li><span style=\"line-height: 1.5em;\"><span style=\"line-height: 1.5em;\"><strong>Marin Software<\/strong> (<\/span><\/span><span style=\"line-height: 1.5em;\">Marin\u00a0<\/span><span style=\"line-height: 1.5em;\">Professional Edition &amp;\u00a0Marin Enterprise Edition<\/span><span style=\"line-height: 1.5em;\">)<\/span>\n<ul>\n<li>Rule-based<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<p>It\u2019s difficult to say which bid management tool will be appropriate for each advertiser. Most advertisers have a preference however, Forrester Research has evaluated the core players in the market below. <a href=\"http:\/\/www.make-it-rain.co.uk\/wpe-content\/uploads\/2014\/03\/Mo1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-5121\" src=\"http:\/\/www.make-it-rain.co.uk\/wpe-content\/uploads\/2014\/03\/Mo1.jpg\" alt=\"The Forrester Wave\" width=\"378\" height=\"381\" \/><\/a><\/p>\n<p style=\"text-align: center;\">\u00a0Image courtesy of the <a href=\"http:\/\/www.forrester.com\/The+Forrester+Wave+Bid+Management+Software+Providers+Q4+2012\/fulltext\/-\/E-RES81181?isTurnHighlighting=false&amp;highlightTerm=Bid%20Management%20Software%20Providers\">Forrester Research, Inc<\/a>.<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69f5312fcab9e'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69f5312fcab9e');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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However bid management softwares are now capable of automating not just for paid search ads, but across all biddable media, including display and social. Mobile is yet to be incorporated into the wider data set, we expect this to change sooner rather than later. <\/span> <span style=\"line-height: 1.5em;\">The portfolio-based system is not only going to tell you what your current rank is. It will also give you what the suggested bid is, what the predicted rank is going to be as well as the predicted incremental data. This will be available for you to see and analyse in a more transparent way than rule-based systems. Small Medium Enterprises (SME) lacking both the <\/span><strong style=\"line-height: 1.5em;\">time<\/strong><span style=\"line-height: 1.5em;\"> and <\/span><strong style=\"line-height: 1.5em;\">resources<\/strong><span style=\"line-height: 1.5em;\"> to effectively monitor their keyword bids will be enticed to use this software in an attempt to alleviate\u00a0pressure.<\/span> Human input is <b>essential<\/b> to ensure optimisation is done correctly, as bid management tools can only save you time.\u00a0Our stance is to only use technology to flag areas that are under or over performing against target. But it&#8217;s crucial we control changes, and to be able to consider all external and internal factors that the system may not take into account. <a href=\"http:\/\/www.make-it-rain.co.uk\/contact-us\/\">Contact us<\/a> if you would like to discuss your bid strategy in more detail.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the world of paid search marketing, keyword bidding is one of the most vital parts of account management. Live auction bidding is based on numerous factors both internal (account management) and external (competitors) and takes a lot of time, energy, and knowledge to get it right. Bid management tools support marketers and agencies to [&hellip;]<\/p>\n","protected":false},"author":79,"featured_media":110570,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Technical","reading_level_confidence":0.75,"reading_level_needs_review":"0","footnotes":""},"categories":[2897],"tags":[],"class_list":["post-110568","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-search-optimization"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Should You Use Automated Bid Rules? | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/automated-bid-rules\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Should You Use Automated Bid Rules? | DAC\" \/>\n<meta property=\"og:description\" content=\"In the world of paid search marketing, keyword bidding is one of the most vital parts of account management. Live auction bidding is based on numerous factors both internal (account management) and external (competitors) and takes a lot of time, energy, and knowledge to get it right. 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