The benefits of implementing an automated bid management solution are unlikely to be large, but the costs for bid management services are still substantial. Typical bid management solution pricing is a fixed fee and/or percent of paid search spend, which is a substantial cost for any organization that has a large enough paid search account to consider bid management services.

Will a bid management solution drive several thousand dollars of incremental performance or time savings each month? The search engine marketing manager will still need to monitor and tweak the bid management, so the human time savings is arguably small. And, if a vendor is being paid based on percent of search spend, are they really incentivized to bring overspending down? It is never comfortable when vendor and client goals are misaligned.

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