Managing PPC campaigns for a single business is time-consuming and potentially costly. But for marketing agencies who manage PPC campaigns for multiple clients, those risks increase exponentially.
PPC software minimises those risks in two ways: it automates many of the more time-consuming tasks of managing PPC campaigns, and it provides insights that help agencies maximise the ROI of their ad campaigns. But not all PPC software is designed to be used by agencies.
Since you need to manage and report on various client accounts across multiple searches and social networks, you need to invest in PPC software that’s designed specifically for agencies.
The Benefits of PPC Management Software for Agencies
When investing in the right PPC management software, marketing agencies enjoy many benefits.
First, PPC software saves you time. For example, one of the most time-consuming tasks of managing PPC campaigns is keyword research.
The best PPC software does the keyword research for you, providing you with a long list of both high-volume and long-tail keywords to choose from.
Second, PPC software allows agencies to manage ads across multiple channels from a single view.
Instead of having to build and manage ads individually in AdWords, Facebook, Twitter, and Bing Ads systems, manage PPC campaigns on all channels from a central interface.
Finally, most PPC software applications have many tools designed to boost the ROI of PPC campaigns. Common PPC software features include ad performance grading and high- and under-performing keywords identification—both of which can boost ad campaign ROI.
But not all PPC software is designed to support the complex needs of agencies. When shopping for the right tool for your agency, you need to know what to look for.
What Agencies Should Look for When Buying PPC Software
There are multiple features agencies should look for when choosing a PPC management tool:
- Multi-User Support: Since several people at your agency will likely work on ad campaigns for different clients, make sure to choose a tool that supports multiple users.
- Multi-Account Support: Since you will run the ad campaigns for multiple clients, look for a tool that allows you to segregate accounts so you can manage and report on ad performance by the client.
- Cross-Platform Management: Take advantage of the time-saving benefits of integration by selecting a tool that allows you to build and manage ad campaigns for multiple channels—Google, Bing, Facebook, Twitter, etc.—from a central source.
- A/B Testing: Discover what headlines, copy, and/or images perform best by finding a tool that supports A/B ad testing.
- Keyword Research and Recommendations: Get keyword recommendations—including keywords shouldn’t target—in minutes with a PPC tool with keyword research features.
- Ad Scheduling: Choose what days and times to run ads based on historical ad campaign performance for different clients on different channels.
- Simple Reporting: Look for a tool that allows you to build custom, white-labelled reports that you can deliver to clients to communicate campaign statuses and ROI.
- Custom Rules: Automate starting, pausing, reducing bids, and stopping ads with custom rules that allow you to set very granular if/then conditions on ad performance.
- Ad Grading: Find out in a glance how well ads on different networks and for different clients and campaigns are performing with scores that indicate ad performance.
To find the right PPC software for your agency, determine which of the above features you need—and which of those needs are the most important. Next, take a look at the recommended software below to find the perfect solution for your agency.
The Best PPC Software for Agencies
The following six PPC tools are each designed specifically for use by agencies and have many of the features listed in the previous section:
1. Ruler Analytics
Let’s get the obvious one out of the way first. Ruler Analytics is an agency dream. Not only do we help you optimise campaigns for your clients better, but the value added helps strengthen your relationships, resulting in higher lifetime values for your clients. That means they stay longer and pay you more, all for the sake of using a tool like Ruler!
Reportgarden handles all aspects of client PPC management. Use it to manage and automate PPC accounts, create proposals for new clients, invoice existing clients, and manage approvals. The software also has SEO tools for agencies who handle all types of search engine marketing campaigns.
3. Marin Software
Marin provides a solution for agencies who need to track more than just PPC ads. The system provides tracking for search, social, and display ads, allowing agencies to track all different ad types for their clients to determine which perform best. Marin also supports PPC advertising on Google, Bing, Yahoo, and Baidu.
Acquisio’s top feature is Acquisio Turing, a bid and budget management tool that helps agencies use 100% of clients’ ad budgets 100% of the time. Acquisio Turing uses fast and advanced optimisation techniques that increase clicks and conversions while keeping you from ever overspending or underspending.
WordStream Advisor has the basic features agencies need, supporting unlimited users and providing segregation for tracking different client accounts. The tool’s best features are keyword research and ad scoring, which save time and boost ROI. The only downside is that it only supports Google, Bing, and Facebook ads.
One of the most interesting features of adCore is that its keyword tool generates suggestions based on a website’s content. This is an excellent feature for new and potential clients. Instead of spending hours determining what keywords to use, simply plug in the client’s web address and get a list of recommendations automatically.
Instead of providing a full suite of features like the software above, the following PPC tools provide unique features that can be used in combination with or instead of the above tools:
If what you’re looking for is less of a PPC automation tool and more of a way to combine data from multiple platforms into a central report, NinjaCat may be the best solution. NinjaCat connects with more than 750 platforms and tools, using the data from all integrations to create comprehensive, white-labelled reports for clients.
SEMrush is best used in conjunction with another PPC automation tool, but it’s worth considering because it allows you to perform competitive research on ads. Find out what keywords your clients’ competitors are targeting, and how much they’re spending, to create ads that outperform the competition.
Unbounce helps agencies build personalised and custom landing pages that can be used for PPC campaigns. Instead of sending users to a sales page that may or may not have the information they’re looking for, create individual landing pages for each PPC campaign that are targeted and personalised to boost conversions.
Captivise is an easy-to-use PPC management software, developed by an award-winning digital marketing agency, for real-world use on Google AdWords Campaigns. Their aim was to create a simple, yet effective bid management app focused on maximising profitability and ROI, by ensuring the correct CPC is used to achieve this.
Using PPC Software + Web Analytics to Determine ROI
In the end, optimising clicks and bids for PPC ads is a means to an end, and that end should be increased revenue. To measure the ROI of PPC, you need a tool that captures visitor actions after they click on a PPC ad.
Do customers who click on ads go on to convert? Or do they leave the site, only to come back and convert at a later date?
These questions are more important to determine which ads perform best than any bids, clicks, or form completion metrics.
With Ruler Analytics, you can track what PPC-driven leads do after arriving on a client’s site.
Find out what pages they visit, which become leads, which request a demo, and which convert.
Use anonymous visitor tracking to capture conversions that happen later than the initial visit.
PPC ads are only effective if they’re driving more revenue than spend, so the final, and most important, consideration for agencies is determining in advance how you’ll attribute revenue back to clients’ PPC campaigns.