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PPC tools that can be useful in running and optimizing PPC campaigns

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This article deals with a description of the types of tools and services available, as well as reviews of some of the individual products or services available that can make managing an Ad campaign easier.

Placing an ad on pay-per-click search engines is only half the battle. The other half is ensuring that your ad campaigns actually generate a profit for your business and are not just a waste of ad dollars.

A number of tools have been developed to help advertisers managing their ad campaigns. Some are included with your pay-per-click ad campaigns, but others arc available from third parties. Both can be useful in running and optimizing PPC campaigns.

The management and tracking tools provided by your PPC search engine are often impressive.

However, if you want to be certain that the information you receive is as accurate a reflection of reality as possible, you should consider investing in one or more third-party tools designed to validate the data from your search engine or to supply information that they do not provide.

Depending upon your individual skill set and experience, such tools can take a lot of the burden of manual checking of ad campaign data off of the individual advertiser.

Although you should always keep an eye on your ad campaigns, and manual checking of parts of your campaign should be routine, the use of an ROI tracking tool, for example, can save you a lot of time normally spent calculating the bottom line on any number of ad campaigns.

Thus, whether you are a novice and feel better having an expert backing up your observations of how your ad campaign is progressing, or a seasoned PPC campaigner who is managing dozens of comparative ad campaigns, independent third-party tools are useful and can make management of your ad campaign(s) easier and less time-consuming.

User forums are full of entries from advertisers who have seen profitable ad campaigns turn into nightmare, account-draining entities within a few days with no real explanation from their PPC search engine.

A third-party tool may provide you with the answer behind such a dilemma, specifically because it is the only unbiased partner in the trio of the advertiser, the, PPC Search engine, and the third-party tool.

Its function is solely to carry out certain operations. Because you are paying a fixed fee (either up front via download or in a monthly/yearly arrangement), there is no real incentive for the owners of third party tools to be anything other than as unbiased as possible.

The same cannot always be said for your search engine, whose purpose is to supply a service, but who also needs to make a profit if it is to continue.

Although they may offer you access to tools that are the same as a third-party tool, the advertiser has no way of knowing how those tools were structured, or if they are as accurate as they should be.

The Types of Pay-Per-Click Tools Available
There are many different PPC tools available, but they fall into three main categories:

• Management of your ad campaigns and all associated aspects
• Keyword generation and/or bidding tools
• Tracking tools for calculating ROI, detecting possible click fraud, etc.

Of course, some tools overlap these categories and may offer both a bidding tool and a conversion tracker, so it is important to fully check all the features available to ensure you are getting the most robust tool at the lowest cost.

In terms of cost, PPC tools tend to fall into two groups; either they are offered as a piece of software that you download for use, or they are offered as a subscription service on a monthly or yearly basis.

It is really up to the individual advertiser to decide which is best for their ad campaign style.

Generally speaking, unless you have the time to learn how to use a new piece of software and perhaps have time to maintain the data in the tool itself, most novices will be better off trying a subscriber-based system to begin with.

Many tools offer trial periods or incentives, which can be useful in the assessment process.

The goal is to find the tool(s) that will work best for you as an individual, and that best fits the way your PPC ad campaign(s) are set up and the amount of data you currently receive from your search engine.

Let’s look at 13 of the most popular PPC tools currently available to advertisers and review the service they are offering, their usefulness, pros and cons, and associated costs. Some are simple, one-function tools, but most offer a variety of features.

This is by no means an exhaustive list of the tools available on the marketplace, and new ones are coming online each day, but this should give you a base from which to start investigating some of the more popular options and an opportunity to judge if they may fill your needs

Click on the to learn more about them.

Pay-Per-Click Management Tools

1. Atlas OnePoint
2. BidRank
3. Dynamic Bid Maximizer
4. PPCBidTracker
5. AdWatcher
6. ClickTracks
7. KeywordMaxTM
8. Clicklab
9. Who’s Clicking Who
10. Compare Your Clicks
11. Pay-Per-Click Galaxy
12. Good Keywords
13. WordTracker

Keywords: PPC Tools, Ad Campaign, advertisers, ad campaigns,


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