SES Amsterdam: Improve your SEM return and conversion
Jen Brown talked about Ad Director; the bid management tool of WebTrends. This tool manages huge campaigns automatically.
True complexity of paid search
Managing the complexity automatically
These USP’s above should all make sure you can benefit from automated management, but of course it’s your own decision when to make the step from manual to automated management.I can imagine the costs for automation might be the key factor, but unfortunately that was the part Jen ‘forgot’ to talk about.
This session was basically one big sales presentation, but it was interesting to see that Ad Director manages the campaign on keyword match type, creative and landing page level and those 3 all combined. This creates a numerous number of combinations when you have a campaign with thousands of keywords, multiple ad texts per ad group and multiple landing pages.
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