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Google and Yahoo’s Campaign Management

Advertisers must carefully weigh pros and cons when considering whether or not to use Google and Yahoo’s automated bid optimization tools. The two biggest PPC search advertising networks are getting into the campaign optimization act, Google with its "Budget Optimizer" tool and Yahoo with its "Campaign Optimization" tool. While the cost can’t be beat (hint: they’re free), in general marketers should avoid giving the networks the keys to the car.