PPC Management Software and Tips

by Gary on November 10, 2009 · 12 comments

in Pay-Per-Click

One of the best ways to drive interested visitors to your site is through pay per click (PPC) advertising. It is common sense that if you provide someone who is looking for a specific product with a link to that product they will buy it instead of just getting more information about it.

Though, when you make a mistake with your PPC campaign it can cost you a great deal. If you are new to the game you may forget to do several important things. For one, you may not remember to place a cap on your daily bids. Even PPC veterans with high traffic campaigns sometimes have lapses in judgment that result in untargeted clicks which do not convert.

Monitoring your click-through-rates (CTR) and conversion data is a necessity once your campaign gets established, after which you can adjust your things accordingly. This is where PPC bid management comes into play.

If you use an automated bid management system which both analyzes your conversion data and CTR you can reduce the amount of time and effort you need to dedicate to your campaigns. This means that you can react much quicker to campaign fluctuations because they are identified sooner. But when looking for a good automated system you need to remember that often times you get what you pay for.

As a pay per click advertiser you need to consider four things when choosing a bid management system:

  1. The number of keywords you are currently bidding on.
  2. The size of your budget.
  3. Is the system going to do a better job managing your budget across all your campaigns?
  4. The number of campaign that are currently being managed.

If you take all these into consideration you can probably find a very good automated bid manager on the market. One such system is Acquisio Search. Acquisio Search is a custom pay per click software system that is capable of monitoring your keywords, flagging those that need to be paused, and automatically emailing you about keywords that have poor Quality Scores.

If you are still a PPC rookie then you probably have a much smaller number of active campaigns. Shoemoney Tools or BidMax offer more affordable solutions. Both of these tools are well suited for running a smaller campaign and are intuitive in how they function, making them perfect for someone new to PPC.

As much help as a PPC tool is they are still not as useful as regular, hands-on maintenance. Software can only interpret data in certain ways, requiring a human to properly understand the numbers and information. Constant scrutiny is required in order to get the best possible performance from your PPC campaign. Still, as your campaign becomes bigger and the scale or budgets increase, an automated bidding system becomes an invaluable tool for PPC advertisers.

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