As one of the more complicated, yet critically important, elements of paid search, bid management is a highly discussed and debated topic in the industry. Many marketers struggle to determine which methodology works best and how to implement the most effective strategies. In an effort to clarify bid management tactics and practices, this whitepaper covers:

• Defining Bid Management
• Common challenges and goals of online advertisers
• Bid Management methodologies 
• How to apply bid optimization in paid search