Achieving the Gold Standard
Achieving the Gold Standard in Paid-Search Bid Optimization
Paid-search bid optimization comes in two flavors: rules-based and model-based. Within the broad realm of model-based optimization, you’ll find three common methods: global cluster-level modeling, local keyword-level modeling and global keyword-level modeling. Each has pros and cons and each offers various degrees of performance improvement.
If you’re not certain what method you’re using currently, or are considering changing what you’re doing, you’ll want to read this white paper
for an overview of these different optimization approaches and their relative strengths and weaknesses.