Google Wants to Own Bid Management Industry

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. ...