Typically, it has been the 3rd party software companies that provided Bid Management Solutions for Adwords and Bing Ads platforms. However, Google is pushing their own “new and improved” best practices guide to try and help advertisers get the most of their strategies (or in other words) their budgets. So with this latest move by Google, should those 3rd party automated bidding companies be concerned? Is Google strategically trying to control that market as well. Let’s discuss….
Google announced a new guide (via .pdf) entitled A Bid for Every Auction which covers key topics like:
An in-depth look at auction-time bidding and why it’s important to take advantage of it
Choosing the automated strategy that makes the most sense for your account
The best way to test bid automation in your account
Making a successful automated campaign perform even better
Here’s a screenshot from the Guide.
What does this mean for 3rd Party Companies?
One word. Money. If Google can provide Bid Management that is comparable to 3rd party companies, advertisers will take that additional expense and spend it with Google. The only thing preventing Google from owning this space is Performance. Is it a good enough alternative for advertisers to leave those software companies?
Is Quality Score Dead?
Another concern about Google’s new Bidding Guide is their contradiction to the Quality Score Model which they have evangelized for years to advertisers. How can we engage bidding solutions when Quality Score is built on the algorithm of CTR%, Landing Pages, Relevancy, etc…