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As such I imagine that presents a problem for people using tools that were conceived for Overture's transparent bid environment.
Maybe it's 50% of spending, as I could well imagine the $1m/mo+ advertisers *not* using the rather limited (in terms of scaling) Google interface.
Or ad agencies, that control about half the market, are using 3rd party software to control their clients accounts?
Who can say....
The point I was making was along the lines of what Gary said; namely that I don't see how a system that requires knowledge from the search engine of what price gets what position can actually work on Google. Google's Traffic Estimator is broken, and you can't effectively use a rules-based bid mgmt system if it a)depends on knowing bid/price relationship; and b)uses Google's [broken] traffic estimation to figure out what volume each keyword can drive.
This is all the more of an issue in Europe because Google has such dominant marketshare there, which is why I'm asking the question. I suspect that either advertisers aren't aware of this [yet], or growth in keywords and traffic is making any SEM's management of a client's campaign look good right now. This was the case in the U.S. until mid to late 2004, at which point large PPC advertisers started to realize that their campaigns were plateauing once all the easy hits were had.