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Mythbusters: PPC Management Is Quick And Easy With The Right Tools

March 30, 2020
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written by Danielle Strouther
Copywriter

Quick and easy fixes are often too good to be true. PPC management is tough. There’s no software that can completely take that away.

The myth

PPC management doesn’t need to be tough.

PPC tools, scripts and AI are designed to make PPC management so quick and easy that anyone could do it. All you need is a spare 5 minutes of your day, click a few buttons and you’re good to go.

Expertise, skills and experience not required.

The truth

Yes, PPC management is hard. If it was easy, there would be carnage.

Not every business can get the top ad position every single time. It would be impossible – and mean that the only thing separating businesses is how much they pay. Whoever puts in more money would win, making it something that only the big companies could compete in.

As long as there are more businesses using PPC, there will always be competition for the top spot. No matter what tools or systems that you use, PPC management is going to be hard.

But that doesn’t mean there aren’t ways to help you through the toughness – and cut your PPC management time down.

Someone holding their head over a laptop

Easy management vs. efficient management

Before we get into the tools out there, I need to make something very clear. There’s a difference between easy management and efficient management.

  • Easy PPC management implies that no skill is required. It takes no thought, no expertise and anyone, no matter what their experience level, can achieve the same results as you. After all, it’s easy, right?
  • Efficient PPC management acknowledges the work, skill and effort that you already do – while giving you a better method to apply it. Your work is still strictly yours. You just save time and effort doing it.

When it comes to PPC management, you don’t want easy tools. You want ones that work with you to make your processes more efficient.

Great PPC management is knowing the best way to apply your expertise

You have the skills, knowledge and expertise. You know PPC, you know your company and you know first-hand what works for you and what doesn’t.

The problem isn’t with what you are doing. It’s about the amount of time and effort that it takes for you to complete this.

Stop searching for mythical solutions that do everything for you. Instead, look for efficient PPC management services that cut down on the specific tasks that are taking up too much of your time.

Are you sure AI doesn’t just solve all my problems?

Yes. Until the day that robots learn how to develop emotions and personalities without causing a robot uprising, AI will remain something that you use, hand-in-hand with your own expertise.

And that’s a good thing because it means that AI is not going to replace you.

It’s your expertise, your creativity and your knowledge that is building campaigns that your customers will be engaged with and really want to click. AI is there to just make the time-consuming manual tasks a little easier.

Let’s use an example. Say you’ve got these two adverts running for a home office supply company.

Advert A:

Ad copy

Advert B:

Ad copy

You’re using a tool which flags up that advert A is outperforming B. The easy solution would be to adjust your budget so advert A gets more. But like we pointed out earlier, the quick and easy solution doesn’t just cut it.

The efficient solution would then be to look at why Advert A is outperforming B. Is it the mention of free deliveries that is driving clicks?

If it is, why? Is that solving a particular pain point for you customers and something that you need to explore more? If so, you’ve got a whole new opportunity for testing and further success than you could have got by just simply adjusting your budget.

Good PPC management is also about being able to adapt and react to new changes. The internet doesn’t exactly move slow after all. Google alone processes 3.5 billion searches per day. 15% of them have never been searched before.

You need tools that will help make it easier to spot the changes that matter and what can be ignored. This frees you up to make impactful changes to your campaigns. That’s efficient PPC management and how you work with AI.

A quick PPC management glossary

  • Ad Rank: A value to determine where your ad is placed in the search results pages. It’s calculated by multiplying the bid amount by your ad keyword’s Quality Score.
  • Lead: A term describing users who show an interest in your product or services, but haven’t converted yet.
  • Conversion: A set action you want a visitor to take with an attached value (e.g. completing a form, signing up for a newsletter, buying your product).
  • Key Performance Indicator (KPI): A metric used to measure performance. Read our article on KPI reports for more information.
  • Quality Score: A metric used by Google, Yahoo!, and Bing to estimate the quality of ads, keywords, and the linked landing pages. It determines where an ad is placed.
  • Smart Bidding: A type of bidding strategy that uses machine learning to improve conversion and conversion value across your campaigns.
  • Negative Keywords: Keywords that you don’t want your ads to display to preserve budget. More information can be found in our negative keywords beginner’s guide.
  • Assisted Conversion: An interaction that a user has with a website leading up to a conversion, but not including the conversion.
  • Callout Extensions: Ad features that promote offers like price matching, 24-hour services, or free delivery. Check out our article on Google Ads extensions for more on the subject.
  • Cookies: Small files that track search history and user preference. They are used to assist search engines in tracking conversions and returning visitors.

What tools can I use for more effective PPC management?

This one isn’t a straightforward answer. The truth is that it depends exactly on what you’re using the software for and your budget.

That might seem like an indifferent answer, but I’d be doing my job wrong if I just blindly pointed everyone to the same tool, when you are all dealing with very different problems and processes.

The best way to choose PPC management software is to look at the biggest pain points in your process right now, then make them an essential list of features to be looking for from your new tool.

To get started, you can see what features the leading PPC tools have in store below.

PPC comparison table

Want more information? Get a full in-depth comparison of the best PPC software on the market.

Don’t want to pay for PPC management tools?

Don’t worry, there are some out there that are free to use. This includes Google’s own keyword planner, AnswerThePublic to get suggestions and common questions and even free PPC reports.

The price isn’t an issue. It’s what you do with them that counts.

This case study from PPC agency Intuit Solutions is a great example of this. Using keyword planner, they were able to see keyword targeting mistakes for thier client, making the changes they needed to get incredible results.

  • Return On Investment before – $1.87
  • Return On Investment after – $8.75

That means for every $1 spent on advertising, they generated $8.75 of revenue back. Now, that’s successful PPC management.

Someone relaxing at their desk
Nice job guys.

I don’t want to do hard work. Can someone else take care of this?

Yes.

If you don’t want to manage your own PPC campaigns or just need an extra helping hand, there are plenty of PPC agencies ready and waiting for you.

Like anything else, this has a lot of pros and cons attached to it. Luckily for you, I’m not going to bore you with the details. So I’ll send you instead to this wonderful guide on choosing between a PPC management company or a management tool if you’re on the fence.

If you do decide to go for a PPC agency, just don’t select an agency at random. You need to be sure that you choose the best PPC management company for your business by making sure that they fit into your strategy, budget and needs.

Yes, PPC management is tough

Sorry to anyone that’s promising a quick and easy solution to PPC management because that’s not how it works.

You don’t want easy fixes. You want efficient tools that allow you to apply your skills and knowledge in less time. You want tools that notify you of important changes, so you can use the information to better your campaigns.

So, be wary of people offering you the solution to solve all of your problems. It’s likely to be good to be true.

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Author
Danielle Strouther

As Adzooma’s Technical and Product Copywriter, I’m used to writing all the nitty-gritty details about PPC and marketing. You might have seen my work on Search Engine Journal, PPC Hero, Technopedia & more. Away from a screen, you’ll find me drawing all manner of strange monsters and dancing around a pole.
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