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Chapter 19. Bid Management Tools

Bid management tools automatically adjust advertisers' bids and positions on Pay-For-Placement (PFP) search engines. A few vendors track Trusted Feed listings as well.

If you invest in a bid management tool, choose one that's authorized to manage the search engines in your marketing plan. (Being an authorized vendor means that the search engines allow the tool direct access to their ad-serving technology, which is required for the tool to work properly.) A good place to start your research is with Overture's list of approved third-party vendors because, more than likely, Overture is in your plan. As of this publication, the following are Overture-approved bid ding tool companies:


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