Pay-per-click (PPC) advertising allows businesses to reach targeted audiences as they search online and across networks like Google, Bing and Facebook. However, managing large, ongoing campaigns across multiple platforms can be extremely complex without the proper tools.
This is where PPC management software comes into play – to provide marketers with the organization, automation and insight needed to streamline campaign optimization.
In this comprehensive guide, we’ll cover the key features to look for in PPC management solutions. We’ll also explore overviews and capabilities of the top software options on the market today.
By the end, you’ll have the knowledge to determine which platform best meets your business’s advertising management needs and budget.
Why Businesses Are Embracing PPC Management Tools
PPC enables advertisers to display text, image and video ads across search engine results, social media sites and other digital properties. Unlike organic search listings, ads are shown based on how much the advertiser is willing to pay – hence the term “pay per click”.
Marketers are embracing PPC advertising for several reasons:
Precision Targeting – Using keywords and audience data, ads can be targeted to specific searcher interests and demographics.
Measurable ROI – Advertisers only pay when users click or convert, with clear performance data.
Immediate Exposure – Ads can be activated instantly, helping brands get discovered faster.
However, successfully optimizing and scaling PPC campaigns requires significant expertise and oversight. Mismanaged spending and targeting easily occur without adequate tools.
This is why over 71% of digital marketers now rely on specialized software to maximize their PPC advertising efforts.
Well-designed PPC management platforms provide user-friendly, automated and data-driven capabilities that allow advertisers to:
- Quickly build, organize and edit large volumes of highly-targeted campaigns
- Leverage automation to apply optimizations at scale
- Tap into AI-insights for improved performance
- Avoid wasted ad spend via robust bid/budget management
- Unify cross-channel advertising efforts for holistic optimization
- Clearly track KPIs and ROI across paid search activities
Next, let’s explore the most vital features to evaluate when selecting your stack.
Key PPC Management Software Capabilities
While all PPC tools aim to simplify campaign administration, not all platforms are created equal regarding their functional capabilities.
When researching options, be sure to evaluate how each solution addresses:
Campaign Builders & Editors
The ease and flexibility with which campaigns can be structured is paramount. Robust organizers, wizards and templates enable the rapid development of targeted campaigns.
Bulk editing saves vast amounts of time when applying settings across campaigns, ad groups, keywords and creatives.
Bidding & Budget Controls
Automating bids via custom rules and algorithms tailored to campaign targets allows for optimization at scale.
Budget pacing, daily caps and alerts prevent wasted spend while maximizing traffic potential.
Reporting & Performance Tracking
Custom, scheduled reporting and intuitive performance dashboards provide transparency into historical metrics for informing strategy.
Segmenting capabilities empower drilling into dimensions like geography, language and device.
Workflow Automation
The automation of repetitive optimization tasks is key – including bidding adjustments, ad rotation and targeting expansions based on triggers and machine learning.
Support & Educational Resources
Knowledgeable account management, thorough documentation/training and an intuitive UI for rapidly onboarding teams is vital for platform adoption.
Top All-In-One PPC Advertising Management Systems
Now let’s explore some of the top all-in-one tools on the market for unifying your search, display, shopping and social PPC efforts:
1. Kenshoo
Kenshoo is a globally trusted PPC platform used by brands like Staples, RiteAid and General Motors to gain marketing intelligence.
Key Features
- Sophisticated AI and machine learning to drive insights
- Create highly targeted audience segments and categories
- Automate bid strategies tailored to campaign KPIs
- Robust rules engine and workflow functionality
- Real-time alerts and notifications
- Unparalleled cross-integration capabilities
Kenshoo is routinely rated as a top PPC software solution in G2 crowd’s PPC category.
Packages available for businesses of all sizes.
2. MarinOne
MarinOne is an enterprise advertising software supporting top brands with advanced paid search needs.
Notable Features
- Unified cross-channel campaign management
- Predictive analytics and optimization insights
- Expanded automation for Amazon Advertising
- Custom role-based dashboards
- Advanced TV attribution capabilities
- Planning and simulation tools
MarinOne ranked in the top 5 for cross-channel support in G2 Crowd’s report. Solutions available for all business sizes.
3. Acquisio
Acquisio specializes in AI-optimization across paid search, display, social and more.
Standout Aspects
- Learns from your campaign data to drive lifts
- Proprietary algorithms optimize bids and budgets
- Continuously experiments with creatives
- Automates the optimization of targeting
- Unifies data across all networks into single platform
- Highly rated support network
Acquisio scored 93% for overall customer satisfaction according to G2 Crowd.
Specialized Pay-Per-Click Management Solutions
If solely managing paid search campaigns, below are top dedicated Google, Bing and Amazon PPC optimization tools:
1. Optmyzr
Optmyzr helps advertisers scale and maximize ROI for search campaigns through workflow automation.
Key Highlights
- One-click optimizations and fixes
- Rules engine for automating workflows
- Advanced segmentation and custom metrics
- Platform tailored to paid search experts
- Packages for all business sizes
81% of Optmyzr reviewers on G2 Crowd vouched for increased traffic and conversions.
2. WordStream
WordStream offers fully-managed PPC through certified experts along with robust self-serve software.
Notable Features
- Managed services pairing strategies with software
- Workflow automation scaled to needs
- Custom reporting capabilities
- Daily automated optimizations
- Free PPC toolkit for getting started
WordStream earns strong reviews from enterprises to small businesses alike.
3. ZonTools
Looking to boost Amazon advertising? ZonTools provides robust automation and insights.
Key Benefits
- Drives high ACoS products into profitability territory
- Optimizes bids to meet sales, traffic or ranking KPIs
- Automatic 24/7 monitoring
- Fast keyword and negative reviews insights
- Plans for emerging and established Amazon sellers
92% of ZonTools reviewers recommend the software to peers.
Making the Best Platform Choice for Your Goals
With the right management software in your technology stack, running profitable PPC initiatives at scale is within reach.
As we’ve covered, prioritizing features around workflow automation, bid/budget control, custom reporting and predictive recommendations is key in your selection process.
Leading solutions like Kenshoo, MarinOne and Acquisio enable unifying search, social, Amazon and other PPC advertising efforts into singular views if desired.
For focused search campaign management, specialist tools like WordStream and Optmyzr merit consideration as well.
Be sure to factor unique aspects of your organization too – like in-house teams vs fully managed services, enterprise tools vs SMB packages, and specialized ecommerce capabilities for Amazon and beyond.
By aligning with a tailor-fit platform, your chances for PPC success and ROI lift dramatically. The solutions above earned high marks across 1000s of product reviews, proving their abilities to simplify scaled advertising management.
Hopefully this guide provides a helpful starting point for determining the best PPC software path forward. Let me know if any questions come about along your evaluation process!
