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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Hugh O'Carroll November 27, 2009 at 1:46 am

Useful Information there Gary. Just a quick note to say thanks.
– Hugh (Ireland)

Goran December 8, 2009 at 6:10 pm

PPC is something that really bends my melon. I love tools and am constantly trying new ones, sometimes buying them for just one specific little bit of functionality. I’m definitely going to give Acquisio a try, it can’t hurt.

Jason Braud December 21, 2009 at 9:47 pm

Great post Gary!

Monitoring everything is so key! I don’t understand how some people think if they just shoot out some campaigns they expect sales. Not the case, as you know. Great content here Gary, look forward to reading more.

Jason Braud

Sarah December 22, 2009 at 4:23 pm

I’ve seen a couple of examples of really bad PPC management in the course of doing my personal Christmas shopping this year when I’ve clicked on ads and was then directed to a product page for which the site was out of stock. Definitely one to watch out for!

Dave S December 24, 2009 at 7:59 am

One other thing worthy of mention, is differentiating between Google Search & Content Search. There are so many sites these days who earn money by displaying Google ads & then taking a percentage of Google PPC when someone clicks the link. There must be some sites out there who are clicking through the links just to make money. For this reason I only bid on keywords for Google search & not content search.

Phoenix Dave January 13, 2010 at 10:31 pm

Hey do you know if they offer any good SEO based software. I would like to see a spread sheet automated to keep track of you in-bounds we are debating on creating it and opted to see if it is already out there. Dave

Ian Fergusson March 29, 2010 at 2:43 pm

To Dave,
If your creating that software let me know cos that’s exactly what I need and I haven’t been able to find anything like it yet!

Jason Pryor April 7, 2010 at 2:00 am

PPC takes trial and error but in the end works out phenomenal! It’s good to start out very small and work your way up. Slowly but surely. Learning from your mistakes is an invaluable skill!

Amber Khan June 24, 2010 at 5:51 pm

Awesome suggestion (Acquisio Search). I think this is truly half the battle when it comes to PPC management as you need to constantly monitor keywords and pause those that are not converting or decreasing your CTR. I will definitely look into this software.

Also, with PPC, I have found the more specific you are with your keywords, the better your ad will perform. You don’t have to use every keyword Google suggests – many clients of mine have made this mistake and wound up losing a ton of money.

james covert August 23, 2010 at 9:12 pm

Acquisio all the way, the in depth specifics take a little getting used to, but for find tuning a campaign, it works great.

McGarrell Reilly August 30, 2010 at 4:17 pm

I think PPC BidMax is better than Shoemoney Tools , because it is more flexible, for SEMs a 2-3 month Standard Edition Monthly Subscription will be enough for a small campaign.

John Carpenter October 27, 2010 at 5:52 am

I’ve tried many ppc tools, but honnestly I really prefer doing all the work myself. Or what I usually do is run one of my tools and compare the results with my own work. Sometimes combining both gives really good results.