Managing bids in PPC search campaigns involves a great variety of factors and issues, which makes it rather complicated. This blog post aims to address this problem, and summarises a five-point framework that can be used as a basis for making bidding judgements and decisions, based on my experience of working on campaigns in multiple search engines, including Google, Baidu, Bing, Haosou, Naver and Daum. The framework consists of five factors: spending, target, keyword,...