Using bidders significantly expands the webmaster's capabilities and simplifies the management of an advertising campaign, namely:
there is no need to manually perform routine actions - checking the auction status and adjusting bids are carried out automatically;
the advertiser saves on rates due to instant response to rate changes and elimination of overpayment when a competitor leaves the auction. In addition, during the warm-up process, the bid manager increases the rate to a minimum, and it is extremely difficult to achieve such an effect manually;
thanks to the bidder, ads are kept in favorable positions, which allows you to get good traffic to the site;
the price limit is set not in georgia email listthe advertising account, but in the program itself, due to which the maximum rate is hidden;
the campaign efficiency is higher due to the management of rates by conversion, CPC, CPO/CPA and other indicators, which means the number of leads increases without increasing the budget;
The webmaster has the opportunity to apply non-standard strategies, using ready-made bidder solutions or creating their own options. For example, the strategy "Impressions in the block at the minimum price" is disabled in Yandex.Direct, but saved in bid managers.
The functionality of most bidders includes not only bid management; they are actively used to automate other aspects of implementing contextual advertising campaigns.
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The disadvantages of using bid managers are mainly related to the specifics of advertising systems. Among the most common disadvantages, we note the following:
There is a high probability of losing an auction, despite automatic bid updating. This risk is explained by the long period of bid application in Yandex.Direct - from 5 to 35 minutes. During this time, the relevance of bids is lost.
No clarifications. The bidder is guided by the price specified in the interface, i.e. for the keyword without clarifications. If the user's request is different, a different rate may be required. Due to this feature, bid managers show higher efficiency for low-frequency requests.
Average price. When running a campaign in several regions at the same time, there is a risk of overpaying or underpaying due to price differences in individual cities.
Advantages and Disadvantages of Bid Managers
Other disadvantages of using bidders can be explained by incorrectly set settings of the automation tool. By trial and error, you can achieve the optimal version of the service to achieve the goals of the advertising campaign.