Search Engine Roundtable yesterday featured a nice writeup of the “Is Bid Management Dead?” debate featured at the Seattle Search Marketing Expo show earlier this week.

The points made by the debaters all boil down to no, it is not dead, but it is part of a much bigger picture. It’s not the only solution with regard to PPC campaigns and indeed as part of the larger landscape which now includes social media (e.g. del.icio.us, stumbleupon) and the other components of PPC marketing itself, such as relevant keywords and ad text and well converting landing pages or sites.

To me, the idea that bid management is not dead but part of the big picture, just illustrates how much smarter it is if marketers leave the analysis and bid adjustment work that can be successfully automated, to software! That way the stuff that really needs humans, like planning promotions, the right ad copy, choosing contextually relevant keywords for each phase of the purchase process, and so forth, will get the human attention it deserves.

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