Last year at SES in Chicago I did a presentation on the bid management panel with David Szetela and others. While most of the panelists were going to talk about bid management systems, I decided to compare it to other actions you could accomplish. While bid management is important, often companies think that once they have an automated system in place to change their bids; they are done with their PPC account and no longer have to manage it.

I created a demo account, and the looked at the various ways that you can increase your profits based upon various actions. In the slide, I compared it to a basic bid management system. There are some very complex systems which will give you better returns than basic bid management.

Last week, David and I did a podcast on PPC Rockstars where we walked through the presentation and had a nice conversation about bid management and other actions you can accomplish. You can listed to the podcast here. However, you will want to follow along with the slides if you listen to the podcast.