There seems to be no limit to the number of new companies purporting to offer bid management software which will boost your PPC by 100% but is it really worth paying a (usually hefty) fee for their services?At first glance, the answer would seem to be a resounding ‘yes’. With bid management software providers such as Marin Software, Acquisio and Kenshoo advertising the usability and efficiencies of their respective software it would seem like a ‘no-brainer’ to utilise their services when managing client accounts. This can be especially true when managing large-scale client accounts with multiple accounts across numerous platforms.As most bid management platforms can now support channels such as Facebook and Baidu as well as AdWords and Bing, it makes life a whole lot easier when you can see metrics for all of your accounts in one view. The ability to upload ad text and keyword changes in bulk alleviates some of the strain of day-to-day account management and the tracking options provide an alternative to the tracking systems provided by the channels. But ultimately it’s the bid management capabilities of the software which tend to be the main attraction and have been, in my experience, successful in growing the profitability of accounts.However, as Marin Software’s recent announcement that it can now support RLSA campaigns (almost a year after their launch) reminds us, we will never be able to fully manage accounts through bid management software as long as new products are being created by the channels. There will always be products which are not yet supported (as is the case currently with Google Shopping campaigns) and will have to be managed manually. It can also prove to be extraordinarily expensive to manage large accounts through bid management software where most fees are calculated based on clicks or spend through the application.Ultimately, bid management software does have its benefits when managing large scale accounts but it will never be possible to manage your accounts entirely through them. If you’re managing smaller scale clients with few accounts then it’s probably just as easy (and cheaper) to optimise the good ol' fashioned way – manually.If you've got questions about whether bid management software would be beneficial, do get in touch for a discussion with the Search Star team.