Are you tired of dedicating countless hours to managing PPC?
Perhaps you are overwhelmed with pivot tables and Data Studio reports. You have implemented scripts and automated rules, yet you constantly feel slightly behind.
Perhaps it seems as if you are dedicating all your energy to basic PPC optimizations, preventing you from advancing your management to a higher level due to lack of time and bandwidth.
If you are a member of a small business or a large enterprise, it is normal to desire an assistant (or a duplicate) to handle the mundane digital marketing tasks you have to do.
If you are seeking additional time to extensively explore pay-per-click strategies and expand your accounts, a PPC management tool may be the suitable solution for you.
PPC management platforms
Although we will not be able to discuss all platforms available, we will focus on the prominent ones and their capabilities. Moreover, we will analyze the advantages and disadvantages of some platforms, along with highlighting their notable features.
- ConversionIQ
ConversionIQ is a marketing technology developed by HawkSEM. It is designed to assist businesses in generating measurable insights, comprehensive attribution across the entire customer journey, and valuable conversions that consistently enhance their profit.
CIQ supports their outstanding marketing team by providing a combination of new technology and the human touch, through features such as watertight conversion tracking, audience optimization, trend performance indicators, and intelligent budget allocation suggestions to maximize ROAS.
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- All-in-one – All of your reporting data is in one place, minimizing platform hopping
- Simple design – This tool fosters easy decision-making (and prioritizing) for optimizations
- Helpful alerts – Avoid diminishing returns and wasted ad spend
- Fully integrated platform – Seamlessly connect the dots from search to sale
The amount of money required for something is called its cost.
- Free for active HawkSEM customers
- Optmyzr
Optmyzr provides enterprises with one of the most intelligent solutions for managing PPC.
With its extensive features like automation layers, data analysis, and readymade templates, their robust platform enables you to handle multiple PPC marketing accounts efficiently and generate ads in large quantities.
This tool offers management for high-level tasks, including bidding, and alerts enterprises about excessive ad spend and decreased conversions. It also effectively handles budgets, bids, and keywords. It works on Google Ads and Bing Ads and additionally provides a separate service for Amazon Ads.
- Google AI-Powered Ad Solutions
Google can use AI to assist enterprises in finding new customers and enhancing their advertising strategies.
By providing all the necessary tools for ad creation and editing, the platform elevates your existing strategy with the assistance of AI. Consequently, your ads will be presented to a larger audience of potential customers, simultaneously managing ad expenditure.
Google’s AI can contribute to your strategy by aiding in bidding and measurements, resulting in increased lead conversions and time efficiency.
The tool’s only drawback is that it may be too basic for enterprises. However, it is a cost-free solution that is more suitable for enterprises focusing on alternative marketing strategies instead of PPC.
- MarinOne
MarinOne is a comprehensive ad management software that provides a user-friendly platform for enterprises to manage advertising from multiple channels.
With flexible automation tools, it can handle different ad campaigns in paid search, e-commerce, and social advertising, aiming to convert leads and boost revenue.
The Keyword Expansion service saves advertisers time and money by using automation to identify new growth opportunities for conversions and clicks, such as bidding and budgeting for ad spend.
You have the option to use automated alerts during your campaign that will notify you of any abnormal activity. Additionally, it also assesses significant modifications, which eliminates the need for manual action in this regard.
Enterprises can utilize the numerous advanced features of this platform while also finding it easy to use. They can benefit from functionalities like bulk uploads, inline editing, auto text, and shopping ad building, which can be applied to extensive campaigns spanning multiple accounts. By incorporating year-over-year comparison, you will consistently be aware of the enhancement in your paid search performance.
- Acquisio
Acquisio provides customized PPC management software designed specifically for businesses.
This software, powered by automation, effectively manages every aspect of your campaign as the top company for cross-channel PPC advertising.
The self-learning algorithm is the standout feature of this tool. It employs more than 30 algorithms to monitor clicks, spending, and conversions in your campaign. By utilizing detailed campaign data, such as day of the week, seasonality, location, time of day, device, and ad platform, Acquisio is able to make informed bids even without historical data.
If you need to make any customizations to your campaign, the algorithms it uses can adapt to meet your specific campaign objectives.
- Captivise
Captivise functions as a computerized platform for PPC advertising.
This PPC management software is available for free; however, they will deduct a percentage fee depending on the total amount spent during that specific period.
Even though it is a free tool, it possesses enough power to cater to enterprises by providing a range of automated tasks.
- SQAG (Search Query Ad Groups)
- Keyword research
- Negative keywords
- Ad copy
- First page/top of page bids
In addition to automating alerts like keyword over TCPA and keyword zero-spend alerts, their machine learning features also automatically adjust bids. These actions enable enterprises to optimize profitability by reducing expenditure on a PPC automation tool.
- Skai
Skai is a platform for omnichannel marketing that offers remarkable software for managing PPC.
This particular tool, unlike the others, was specifically created for businesses. It utilizes AI-powered insights to enhance the functionality of certain pre-existing products. For instance, through Search Term Analysis, the AI automates keyword management, simplifying the process of modifying search term optimizations and minimizing inefficiencies.
In addition to its AI-powered keyword tools, the powerful features of this tool enable enterprises to customize PPC advertising on a per-campaign basis with algorithmic bidding. The Budget Navigator assists in finding the balance between spend and ROI, allowing for customizations. Moreover, the tool is capable of conducting pre and post-test experiments to expand testing and attain quicker results.
- AdZooma
AdZooma ranks high on this list for its user-friendly ad platform.
Their Clever Campaign Builder makes it easy to launch your campaign. In just a few minutes, you can build your ad campaign without the need to write ads or research keywords. The Clever Campaign Builder will ask you some questions to personalize your campaign, such as the keywords you want to target, and it will even create your ads for you.
The PPC management tool is capable of automating Google Ads, Facebook Ads, and Microsoft Advertising, which helps optimize your strategy across multiple platforms. By utilizing automation bots, you can implement pre-developed strategies, modify bids, and establish alerts to enhance the overall performance of your campaigns.
With the ability to generate PPC reports within minutes, users can continuously monitor their results. Advertisers have the convenience of managing all their campaigns on a single dashboard, while also being able to make bulk changes. Additionally, the platform provides a comprehensive view of all data in one place for advertisers.
- PromoNavi
PromoNavi is a tool for managing PPC that is equipped with a wide range of features.
Some of the impressive features they boast on their PPC management software include:
- Automated PPC reporting
- Aggregated analytics dashboard
- Keywords planner
- Anomaly detector
- Campaign + Ad Groups auto builder
These tools have the capability to be utilized on platforms such as Google Ads, Microsoft Advertising, and Facebook Ads. By using these tools, businesses are able to automate their daily tasks as well as schedule their weekly and monthly reports. Additionally, a user-friendly dashboard is provided to conveniently display advanced analytics and alerts.
Many competitors do not offer PPC automation tools like the ones provided on this platform. One of these tools, the competitor analysis tool, can reveal valuable data about your competitors’ PPC campaigns. This data includes information such as the amount of traffic they generate, their strategies, the keywords they focus on, and the number of ads they display.
What does PPC management software do?
While Google’s machine learning has limitations, PPC management software elevates automation to a higher level. Although each tool may have its own unique characteristics, there are some similarities across different platforms.
By using these tools, you will have the ability to automate daily tasks such as keyword mining, implementing negative keywords, and creating advertisements. Additionally, you will gain insights into expensive keywords, receive alerts for duplicate search terms, and be notified if your budget exceeds its intended pace.
According to Sam Yadegar, the CEO of HawkSEM, using software for data analysis, forecasts, and keyword bidding models has been beneficial for their clients as it helps to provide a more comprehensive picture and maintain competitiveness. However, he emphasizes that software should never replace human intelligence and that finding the right balance is crucial.
These tools can be beneficial for marketers by expediting various repetitive tasks and offering data analysis capabilities that can make a noteworthy impact.
Why you should consider PPC management software
Automation is present everywhere in our lives. Various management tools are an integral part of the daily routine for most contemporary marketers, and this also applies to PPC management.
In the past, you may have refrained from utilizing this software because of its price, limited features, or the belief that you could achieve better results independently through scripts and automated rules.
It might be a good idea to reconsider using PPC management software and its benefits. Although human input is important for creating and optimizing high-quality accounts, these software tools can assist in automating repetitive or technical tasks.
The software is capable of providing different types of information, which can be categorized into insights, alerts, automation, and reporting.
Insights are obtained by thinking in a systematic and sequential manner. There should be no addition or omission of information.
By utilizing third-party PPC software, you will gain insights that are not readily provided by Google Ads and Microsoft Advertising (formerly Bing Ads).
By having these insights, you can acquire deeper knowledge about the functionality of the different components of your campaign without the need to run reports, generate pivot tables, or navigate through various levels of the user interface. This will enable you to gain information about expensive keywords, performance trends, and search queries that result in conversions.
By thinking in a step-by-step manner, rephrase the following text while preserving its original meaning. Avoid adding new information or deleting any information. The software will also make recommendations for alterations that you should implement. It will provide you with valuable information, such as statistics regarding ad performance, enabling you to make more informed decisions.
Alerts are a result of thinking step by step.
Alerts are a favorable aspect of management software as they offer the ability to set up automated rules and scripts. However, they may not address every situation, and they also provide the advantage of allowing you to choose the location where you receive these alerts, enabling better organization of your day.
By thinking step by step, one can rephrase the given text while keeping the meaning intact. It is important not to add new information or remove any existing information. Here is the rephrased version: The utilization of alerts assists in simplifying the management of PPC accounts. You input the metrics you wish to monitor, and subsequently, receive notifications regarding them, along with some default benchmarks commonly tracked by various tools.
If you need to adhere to a tight advertising budget, you can request the software to send you a notification when you approach the limit. Additional alerts that you may receive include:
- An increase or decrease in impression share
- Increases in CPC
- Changes in account quality score
- Declines in search or display impression share
- Changes in the number of clicks or click-through rates
- Variations in cost per conversion
- A drop in impressions
Opportunities, when considered systematically, can be rephrased by breaking down the steps of thought. Do not introduce additional information and do not omit any relevant details.
PPC management tools offer several features in addition to alerts. Opportunities provide ways to optimize PPC campaigns. Instead of navigating through multiple screens in the user interface, you can find all the information in one place to make informed account management decisions efficiently.
Opportunities encompass bid suggestions, potential bid management adjustments, and keyword recommendations. Instead of manually determining the appropriate device or location bids, you will have an assistant to perform this task.
By thinking systematically, you can rephrase the given text while preserving its original meaning. Make sure not to add or remove any information. For instance, enabling a management tool allows for receiving reminders to disable Search Partners if the Partner Network is not delivering desirable results. Additionally, the tool presents a compilation of duplicated search terms enabling the elimination of redundancy and the optimization of ad group cannibalization. Moreover, one can identify converting keywords worth considering for inclusion in their account.
Wouldn’t it be more convenient to receive reminders for the optimizations you do on a daily, weekly, monthly, or quarterly basis, based on performance indicators?
The act of automating a process involves breaking it down into a series of steps and then implementing the necessary tools and techniques to carry out each step without human intervention.
You can streamline your workflow using the automation integrated into PPC management software. Although algorithms are constantly changing and platforms may differ, certain repetitive tasks can be programmed and performed regularly. Another option is to execute them instantly with a simple click.
You have the ability to automatically set budgets to be spread evenly throughout the month or to stop campaigns when their budget is depleted. Non-performing keywords can be paused or CPCs adjusted without the need for manual intervention. Additionally, you can perform A/B tests on advertisements and generate RSAs.
Additionally, certain platforms provide the capability to run intricate scripts, further enhancing the ability to manage tasks without requiring manual intervention.
The activity of reporting involves thinking systematically and proceeding in a step-by-step manner, while still ensuring that no information is added or removed, and maintaining the same meaning.
Reporting should not be limited to a monthly performance report that is reviewed by everyone in Data Studio.
In order to ensure optimal performance of your PPC ads, it is necessary to have reporting that can be quickly and easily understood. A tool can provide you with flexible and informative reporting, enabling you to make informed decisions.
Graphs and other visualizations are frequently available, providing users with easily accessible, up-to-date data. Additionally, you can observe the underlying factors behind changes, starting from the top of a Google Ads campaign (or any other PPC platform) and working your way downwards.
How can PPC management software help you?
If you have read everything mentioned above, you would understand the positive impact of PPC management software on your PPC accounts. It enables you to enhance performance, efficiency, and comprehension of the functioning of your account or accounts.
Enhance the rates of conversion
One of the most significant ways management and automation tools can enhance your PPC marketing is by increasing your conversion rate. These tools allow you to handle multiple marketing campaigns simultaneously and receive immediate data on each ad, providing you with a clearer understanding of their performance.
By thinking systematically, you can avoid wasting money on ineffective advertisements and instead prioritize those that yield superior outcomes.
Find ways to improve efficiency.
With PPC management software, you have the ability to enhance your efficiency by enabling you to work through campaign management at a faster pace compared to relying on the UI alone.
By utilizing automation and deep analysis, you can experience the advantages. Instead of dedicating long hours to examining different metrics in spreadsheets and the UI, you can now make decisions within minutes.
Scale up your account by following a step-by-step approach without adding or removing any information.
The PPC management software provides data insights and advanced tools that can assist you in expanding your account. It enables you to surpass the routine management tasks and observe broader patterns. By saving time, you can delve into the details and make modifications that facilitate the shift from maintenance to growth.
By taking a step-by-step approach, you can analyze location performance, exclude high cost-per-acquisition (CPA) data, and delve into ad schedules in a more detailed manner. Additionally, you will have the opportunity to explore the impact of audience layering and experiment with different campaign types given the additional time.
Decrease expenses on marketing.
Although PPC marketing can be costly, the use of PPC management software is intended to simplify and lower the expenses associated with managing pay-per-click campaigns. The subsequent features provided by the software assist in minimizing advertising costs.
- Automated bidding: You program the parameters, and the tool automatically adjusts bids based on your instructions. You can adjust bids based on quality score, cost per conversion, number of conversions, etc.
- Cost-per-click (CPC) reporting: These reports allow you to rapidly remove keywords that are spending a lot but contributing very little.
- Keyword suggestions and keyword research: You’ll receive recommendations on adding relevant keywords to your search engine advertising so that you aren’t wasting money paying for clicks from people who are unlikely to convert. Keyword research tools help you find keywords based on search terms rather than inputting terms into a tool and hoping they’re pertinent to your target audience.
Increased visibility
The reporting tools provided in these software platforms allow you to obtain a better understanding of the performance of the various components of your ad campaigns.
By using this tool, you can obtain insights without having to invest excessive time in creating Data Studio reports, pivot tables, or elaborate reports in Google Ads. This will provide you with the necessary information to make informed management decisions without wasting countless hours gathering it.
How to choose the right PPC management tool
It may seem silly, but the selection of a tool is subjective.
It is crucial to find a tool that matches your individual management style and workflows in order to make a wise investment in software.
The process of determining the cost or value of a product or service.
When making a purchase, the primary concern is determining if the price aligns with your budget, and this applies to PPC software as well.
When considering the price, take into account the tool’s features and determine if you will require multiple seats. Is the pricing a fixed rate, dependent on the number of accounts, or determined by ad spend?
Make sure to compare the pricing, features, and specifics of each tool with at least one or two others before making your final decision, as you might overlook important features.
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The most important aspect of the software is its functionality. To determine if the tool you are assessing is suitable for you, consider whether it has the necessary features to help you save time and effort. Some questions to ask include:
- Does it give you the data you need?
- Does it have the automation and features to help you maintain and scale your account (or accounts)?
- Are there any templates you can use to speed up your process?
It is a good idea to try out the tools’ functionality through free trials before making your final decision.
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Will you be the sole user of the software, or will additional members of your team require access? Certain platforms impose higher fees for multiple users, whereas others allow for the addition of an unlimited number of users.
Remember, password sharing can be effective at times, but excessive sharing may result in someone being locked out.
User experience (UX) is the process of thinking and considering each step while rephrasing the given text, without adding new information or removing any existing information.
If the program works well but is difficult to navigate, it may not provide you with the desired level of efficiency because user experience is equally crucial as functionality.
Your day-to-day experience should not include struggle and frustration. Navigating the software should be effortless.
The takeaway
By implementing automation tools for enterprise PPC, your digital advertising campaign can be enhanced, resulting in increased lead conversion.
These tools are crucial for enterprise businesses that want to enhance their PPC advertising by effectively managing large campaigns and data sets, optimizing ad performance, and minimizing manual tasks.
By making use of the tools mentioned in this article, you have the ability to streamline your advertising operations, cut down on time and costs, and ultimately attain a higher return on investment for your advertising expenses.
