New task - Must Have PPC Tools?

8 replies
  • SEO
  • |
Hey guys,

I am an in-house SEO and doing quite well with it.

I have recently been given the tasks of managing our massive AdWords account.

I have a lot of Google AdWords knowledge, however, taking over this new task I'd really like to freshen up and learn as much new/applicable information as I can.

The account is already running in the green, however, we'd like any type of software/tool that can help us, maybe by giving us insight as to which campaigns are really giving us the most return on our money, which campaigns can be nuked, etc.

If you guys can recommend anything that would make my job easier, I appreciate it.

Thanks in advance.
#google adwords #paid traffic #ppc #ppv #task #tools
  • Profile picture of the author HJdev
    Especially because you are doing the SEO for websites as well you should take a look at sitemapcampaign.com. You can manage your PPC campaign with your sitemap. Basically you optimize the SEO and SEA at the same time; should save a lot of work.

    You can run it together with automated bidding software to optimize your bidding strategy. Anyone got suggestions?
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  • Profile picture of the author Bejan
    Do you have AdWords conversion tracking codes enabled to track revenue, trials, or signups?

    If so, then our free AdWords reporting software can report Return on Ad Spend (ROAS) by campaign, ad group, keyword and more.

    Also, you will see many other features that are helpful for reporting and visualization, especially for large accounts and MCC-managed accounts.

    Currently for Windows PC: MarketFlare DNA
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    • Profile picture of the author Fitz Designz
      Originally Posted by Bejan View Post

      Do you have AdWords conversion tracking codes enabled to track revenue, trials, or signups?

      If so, then our free AdWords reporting software can report Return on Ad Spend (ROAS) by campaign, ad group, keyword and more.

      Also, you will see many other features that are helpful for reporting and visualization, especially for large accounts and MCC-managed accounts.

      Currently for Windows PC: MarketFlare DNA
      Any futures plans to add Mac compatibility?
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      • Profile picture of the author Bejan
        Originally Posted by Fitz Designz View Post

        Any futures plans to add Mac compatibility?
        Yes, the MarketFlare DNA AdWords reporting tool will be compiled to run on Mac as soon as we nail down the core functionality. I don't have a firm ETA on this yet. Meanwhile, many users have been running the application on Windows on their Mac using Parallels Desktop. We plan on offering the Mac version for free also.

        Google has done an amazing job with Analytics (GA) and AdWords built-in reporting and dashboards, and the AdWords integration in GA keeps getting better. AdWords built-in reporting is currently being improved with better charts, tables, and tools. I agree that PPC tools are not very useful if they simply offer the same reports that Google does.

        So we're working to deliver all report types and also to add dozens of analysis tools (exact phrase performance, negative keyword tool, ad link checker...) that add value beyond standard reports to save time for agencies, provide technical advantages, and help them tell better stories. Another key benefit is that all report data is stored in your own local encrypted SQL database and so you can view, analyze, and export it offline.

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  • Profile picture of the author Dan Grossman
    We have lots of warriors using Improvely to manage and optimize their AdWords, AdCenter and Facebook PPC. I'd be happy to help if you have any questions, just send a PM or e-mail.
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    Improvely: Built to track, test and optimize your marketing.

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  • Profile picture of the author FrankRumbauskas
    One of the issues with some of these tools is that you're forced to change your tracking URLs if you're using any kind of format in particular. I wanted to use Improvely to detect click fraud (and still do!) but would have to change my tracking links which would screw things up especially considering I've been using ConversionRuler since 2003 (!) and I'd hate to stop that flow of data.
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    • Profile picture of the author Dan Grossman
      Originally Posted by FrankRumbauskas View Post

      One of the issues with some of these tools is that you're forced to change your tracking URLs if you're using any kind of format in particular. I wanted to use Improvely to detect click fraud (and still do!) but would have to change my tracking links which would screw things up especially considering I've been using ConversionRuler since 2003 (!) and I'd hate to stop that flow of data.
      You would not have to stop using ConversionRuler or any other tool you're already using. You just set your current URL (with all tracking parameters intact) as the URL the new link will redirect to.

      Unfortunately, there's no way to detect click fraud with just a snippet of JavaScript code on your site, you do need to update links. There's no way code on your site can tell the difference between a new ad click and simply reloading the page, and there's no reason the botnet/competitor clicking your ads has to load your page or run the code on it in the first place. You're likely paying for ad clicks that never show up on script-based analytics at all.
      Signature
      Improvely: Built to track, test and optimize your marketing.

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  • Profile picture of the author dburk
    Hi anthmyers,

    Congrats on getting that account.

    There are many tools on the market, but some of the best tools are built right into your AdWords account. AdWords has made many improvements over the last couple of years and there isn't much that you cannot do with the built-in tools. What you need is the knowledge in how to use them that is something that takes time and practice to master.

    For example when you say:
    Originally Posted by anthmyers View Post

    The account is already running in the green, however, we'd like any type of software/tool that can help us, maybe by giving us insight as to which campaigns are really giving us the most return on our money, which campaigns can be nuked, etc.
    Those are basic features of the AdWords interface.

    However, your first action on a campaign that isn't performing well should not be to simply nuke it. If you are up against strong competitors, they will quickly recognize your strategy and use that against you. It's just a matter of time before they will have you nuking every campaign.

    AdWords is a competitive auction, and as such it involves a lot of strategy and very active management. You need to develop the skills of reading your competitors and getting into their minds to understand their strategy. Then adapt you own strategy to exploit any weakness and crush them, for they surely will crush you if they get half the chance. I know I would.

    Some of the tools you will need are analytics software like Google Analytics which can be linked to your AdWords account, and there are others that offer more advanced features for split testing like Optimizely, and Visual Website Optimizer, and SiteSpect.

    Then there are reporting software tools like Swydo, and MarketFlare.

    Bid Management software like Acquisio, Kenshoo, Marin, adCore, Clicksweeper, Wordstream, and many others.

    And so many more tools...

    I recommend that before you go down the path of purchasing a bunch of tools, get to know the built in tools and advance features that are already present within the tools and reports already included with AdWords. Learning to use those will take a while and then you will have a better idea what you are missing and can focus on the commercial tools that fit you particular needs.

    When I first got into SEM there was not many tools, and they were not advanced enough for my use, so I developed may own set of tools. If I were just starting out today, I would consider something like the tools that Wordstream has produced.

    If you want a demo of the Wordstream tools send me a PM and I'll give you details of a contact I have at the company.
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