As a long-time PPC manager, one of my biggest pet peeves is automation for the sake of automation. Yes, we’re all looking to save some time and make our processes more efficient. But efficiency will only benefit you if it means you are still getting great results from your pay-per-click campaigns! For a long time I naively avoided bid management tools or anything that “stank” of blind automation.

Then Google AdWords went and created Conversion Optimizer, which switches the bidding process from cost-per-click (CPC) to cost-per-acquisition (CPA). Not only that, but it automates keyword level bids. With some trepidation on my part, I decided to give Conversion Optimizer a shot and I haven’t looked back since! You still pay per click, but you no longer need to adjust your bids manually... > Read more