Search marketers treat keywords the same

In this article from Search Engine Land Frost Proleau talks about how paid search marketers don't treat each keyword the same. According to Frost search marketers know better than to do this.

While the statement is true for most aspects of paid search it is not the case with bidding. Automated bidding solutions do not know how to treat each keyword as its own unique entity. The problem is that keywords are grouped together, averages are calculated, and the same bid is set for each keyword put into the grouping. In some cases the bid decision is different for each keyword but the value that determines the bid is calculated from average historical performance for all keywords.

I joined OptiMine Software because its bid approach treats each keyword differently as the article suggests is the key performance indicator for smart marketing. As bidding is most likely the most impact factor impacting financial outcomes knowing how to treat each keyword differently is critical.