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Table of Contents
Section I: Paid Search Industry Overview
Section II: The Decision to Automate PPC Campaign Managementt
Section III: Choosing a PPC Campaign Management Vendor
Section IV: Leading Vendor Profiles
"PPC Campaign Management Tools" editorial team:
David Rodnitzky, PPC Associates
Chris Sherman, Search Engine Land
Christine Churchill, Key Relevance
Brad Geddes, bgTheory
Finding the appropriate campaign management tool for your paid search campaigns can be a challenge given the number of tools available and the variety of technologies built to optimize campaigns. This buyer’s guide provides a framework for deciding if you need a paid search campaign management solution, a list of considerations for evaluating Facebook Ads management capabilities, and compares key characteristics of leading vendors.
Editor’s Note: The following is an excerpt from "PPC Campaign Management Tools in the Facebook Era: Second Edition". You can download the report here free.
If you’re not sure whether it’s time to automate, here are a few questions to consider about your campaign needs:
Once the decision has been made to automate – and before choosing a PPC campaign management vendor – conduct a self-assessment of your internal marketing and engineering staff’s level of knowledge and competence about the company’s paid search strategy and tactics. Different platform vendors provide different levels of customer service and strategic consulting services.
Consider some of these questions:
Source: PPC Associates, Third Door Media
According to the State of Search Marketing Report 2011, published jointly by Econsultancy and SEMPO, nearly three-quarters, or 74%, of agencies said their clients run PPC campaigns on Facebook. With the exception of DoubleClick Search, which was beta testing its Facebook capabilities at publication, all companies in this report offer Facebook Ads management capabilities, and most companies included have received the Preferred Marketing Developer (PMD) badge. (Adobe, Clickable, eSearchVision, IgnitionOne, Kenshoo, Marin, and SearchForce)
The capabilities that marketers should look for in a Facebook ads management tool are:
PPC campaign management vendors come in a variety of sizes, from small to very large. Marin Software, with more than $4.0 billion in annual ad spend under management and nearly 340 employees, is one of the largest; while SearchForce, with $500 million in ad spend under management and 50 employees, is one of the smallest.. The following table lists the companies covered in the report and their corresponding reported spend under management and employee headcount. (Public companies do not disclose division headcounts; of the public companies only Adobe discloses spend under management).
Whether or not to choose a large, medium or small vendor, independent or a division of a large organization can be an important factor for some marketers. If you have already invested in other tools offered by a large company, for example, users of Adobe’s SiteCatalyst or DoubleClick for Advertisers (DFA) may choose to use the respective company’s search tool for ease of integration. In contrast, others may prefer working with a smaller firm such as SearchForce or eSearchVision for the perceived intimacy of service.
Just as you would for any business investment, ask others who may be in a similar situation for recommendations and suggestions. Involve those in your company who will be working day-to-day with the software. Interview and get demos from several vendors to get a feel for not only the tool but the company’s culture. Refine questions as you go along, and make sure all your questions are answered before signing a contract:
Download "PPC Campaign Management Tools in the Facebook Era: Second Edition." The 35-page PDF includes additional valuable information including: