Enterprise PPC Campaign Management Tools 2013: A Marketer’s Guide

Anyone managing a large-scale paid search campaign recognizes the value of tools, whether it’s just using Excel or licensing a more sophisticated PPC campaign management tool. It’s just impossible to manage thousands of ads, especially as paid-search options get more dynamic and competition intensifies.

According to a new report from Digital Marketing Depot, marketers are increasingly opting for more sophisticated tools:

in-housePPCManagement2012

As you can see, in just over a year, use of tools provided by search engines or the use of Excel has dropped by more than 10%, as marketers have developed proprietary in-house solutions or adopted third party tools licensed for in-house use.

If you’re considering a PPC campaign management tool, you’ll want to download a free copy of Digital Marketing Depot’s Enterprise PPC Campaign Management Tools 2013: A Marketer’s Guide. This 36-page report takes a deep look at the key players in SEM campaign management software, how they are incorporating changes in digital marketing into their current offerings and how the emergence of new digital channels such as mobile has affected campaign management tools and practices.

Written by veteran PPC strategist LeeAnn Prescott, with editorial assistance from David Rodnitzky, PPC Associates and Karen Burka, the report draws from primary and secondary research sources, including interviews with industry leaders such as:

  • Top-level executives at leading campaign management software vendors
  • Venture capitalists actively involved in the industry
  • Search marketers currently using campaign management tools
  • Leading search marketing experts and practitioners

The report also includes detailed, unbiased vendor profiles of the top PPC management tool vendors, including:

  • Acquisio
  • Adobe Media Optimizer
  • Autonomy Promote
  • DoubleClick Search
  • eSearchvision
  • IgnitionOne
  • Kenshoo
  • Marin Software
  • SearchForce

The companies chosen were selected based on their roles as industry leaders in paid search campaign management software, or their entire revenue comes from PPC campaign management technology and services. Each of these overviews includes company background, key executive and contact information, target customer and key customer profiles, and product details, including campaign management, bid management and social integration capabilities, attribution and reporting options and pricing details.

The report also delves into the current state of PPC campaign management, including a look at how tools are evolving based on trends such as:

  • The growing importance of Google’s Product Listing Ads
  • Increasing demand increasing for more sophisticated attribution
  • Google’s Enhanced Campaigns forcing marketers and vendors to rework tools, bid strategies

The guide is free – you just need to fill out a quick form to access the download link.

Digital Marketing Depot offers a number of free reports, whitepapers and other resources related to social media. Be sure to check out the Digital Marketing Depot – Social Media Resource Library to mine this wealth of valuable information.

Related Topics: Channel: Strategy | Marketing Tools | SMX & DMD Alerts

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About The Author: (@CJSherman) is a contributing editor to Marketing Land and President of Searchwise LLC, a Boulder Colorado based Web consulting firm. He also programs and co-chairs the Search Marketing Expo - SMX conference series.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



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  • Pat Grady

    Power tools too often make a powerful mess. I’m not anti-tool, just seen enough carnage to know that far too often, tools enable people to produce a lot of really bad PPC.

  • MIXISIM

    I think you agree, still, best tools are ones that automate something after users already understand how to do that task well, and manually. Just that reminder that tools really help the pro needing automation… but hurt the beginner who wants to believe he can automate becoming a pro.

  • http://www.seoexpertz.com/ John Smith

    I think you believe the fact, still, best resources are ones that improve something after customers already comprehend how to do that process well, and personally. Just that indication that resources really help the pro requiring automated… but harm the starter who wants to believe he can improve becoming a pro.

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