Can Software help you manage your pay-per-click?
Enterprise level PPC management software tools for tracking and ROI improvement
Since the beginning of PPC, there have been software tools designed to help you manage clicks, day-part your campaigns, and move ahead of the competition. Some tools even were designed to make your competitors overspend while you hung out in the margins of the #2 or #3 spot, making them pay full bid price while you paid a penny over the next bid. The more relative nature of bidding changed, and many tools like GoToast have gone the way of the Dodo. Some newer tools like Omniture and Searchforce have PPC management tools that are ideal for bigger companies and agencies that need to manage multiple accounts at the same time, make sweeping changes or edits to ad text, or incorporate remarketing strategies into their campaigns in order to track customers and get them to revisit the site. The best PPC management software is easy to implement, since some software types require server-level access and are cumbersome to implement, then they charge you for every impression tracked. From an agency standpoint, PPC software use may be included in the overall price of campaign management. Fees for PPC management range from 5 to 15% of spend, or may be a flat fee. If you're paying a fee, the cost of the management should be outweighed by the quality of the work, the expertise of the agency, or the tools used, which may not be affordable to a company that only runs one PPC campaign.
Notes and Special Information
Special note: No amount of software can prevent a PPC crisis or problem. If you don't keep a couple sets of human eyes on your accounts, you may find that the software does exactly what you told it to do, and now you are broke!