This whitepaper discusses paid search bid management and the various bidding mechanisms available to marketers today including rules-based and model-based approaches. Pros and cons for each technique are outlined to help search marketers determine which format and corresponding technology tools are best suited to meet various campaign goals. You’ll also learn more at the role of human-decisioning and algorithmic-decisioning in bid management and optimization. Make the right decision for your business. Download the Best Practices for Paid Search Bid Management and Optimization to understand the landscape and get on the right path towards achieving your goals.