Automated technology to manage search campaign bids can provide "huge opportunities" and eliminate waste, but it takes two brains to get the job done: "the human brain and the algorithmic brain," according to Kevin Lee. He discusses the characteristics of both, which must work in tandem to create a well-balanced campaign.
Lee explains the importance of marketers and SEO professionals understanding the intrinsic concepts that go into the bidding system's algorithm. But he also provides a list of features to look for before purchasing a bidding engine -- especially the ability to provide predictive analysis. "The algorithm must also be reactive," he writes. "Reactivity is akin to the program trading software on Wall Street that reacts to a change in the financial ecosystem."