PPC Software - How Strategic Automation Adds Value

PPC software: Is yours providing the right kind of support?

PPC software can increase productivity through automation, but automation is only valuable with intelligent operatives behind it. WordStream’s PPC automation software takes over certain tedious and laborious tasks, while still keeping you in strategic control.

Why PPC Software Is Essential to Your Success

Great pay-per-click software minimizes manual labor while simultaneously giving you the analytical insight to make the right decisions about your keywords and PPC ad campaigns. Using PPC software, you can expect to:

• Maximize results for money invested (cost-per-click, cost-per-action)
• Achieve a high quality score
• Reach the broadest targeted audience possible
• Enjoy qualified traffic and minimized irrelevant clicks
• Reduce money wasted on irrelevant traffic
• Learn more about your customers and adjust your approach appropriately

Manually carrying out all of the various tasks associated with effective pay-per-click search advertising is impractical. Researching, sorting and implementing PPC keyword data is an arduous task. If done by hand, the work will overwhelm even paid search experts. What's worse, hundreds, thousands, or even millions of valuable long-tail keywords and other crucial insights go completely unnoticed. On the other hand, hiring an SEM agency to do all this work for you is too expensive for many SMBs.

You may be letting valuable opportunities for keyword discovery pass you by while you're agonizing over a previous month's spreadsheet. Using a PPC management and PPC advertising software automation tool allows you to:

• Find important keywords
• Channel them into appropriate groups
• And create AdWords text ads for them, all with just a few clicks.

When PPC Software Automation Can Cause Problems For Your Business

We've shown you how important strategic automation is to your pay-per-click marketing software solutions, but can too much automation be a bad thing?

If you're enabling the wrong type of PPC marketing automation, you might be allowing your pay-per-click tool to do more harm than good. While tedious, labor-intensive pay per click campaign tasks are perfect for automation, certain strategic and analytical tasks are still best left for a person to assess. WordStream's pay per click advertising software offers you suggestions for things like negative keywords, keyword grouping, and new keywords based on decisions you make about your keyword list, but it will only act on the aspects of your campaign that you've designed, in the ways in which you have outlined. A good PPC tool works for you, not instead of you.

Automating Keyword Research and Keyword Organization – the Foundation for Effective PPC Software Solutions

The most fundamental parts of PPC search engine marketing success are:

• Keyword research and discovery
• Keyword management and grouping

Traditional PPC approaches involve manually researching a list of keywords that may or may not be truly applicable to an effective AdWords campaign. You'd then narrow the list down to a couple hundred terms, create text ads, and monitor the results by dumping the data into spreadsheets and combing through it on a regular basis.

This would be fine if 250 keywords were all that users ever typed into search engines, but the truth is, there are hundreds of thousands of valuable terms to consider, and finding those terms (and more importantly: analyzing and implementing them) can only be accomplished with the aid of a keyword software tool, like WordStream's PPC software. By ignoring these terms, you are:

• Abandoning the majority of your audience
• Ignoring the potential for the most specific, qualified leads to your site
• Wasting money on irrelevant traffic with less targeted terms
• Not reaching your full quality score potential
• Setting up your campaign to fail behind a competitor who is using effective PPC software
• Not learning about your audience, therefore not able to make informed decisions about positive changes to your campaign or landing pages

WordStream PPC software makes AdWords campaign management much easier. Let's look at an example of WordStream's keyword grouping and organization capabilities in action.

WordStream PPC software offers keyword research tools and Web analytics tools that will help you to gather keyword insights. The software also offers automated keyword suggestion, allowing you to review and then quickly implement keyword suggestions.

It's this implementation that makes WordStream particularly powerful. The tool allows you to effectively manipulate the keyword database it's generated for you. WordStream PPC software will offer keyword group segmentation suggestions for you to easily group like terms with one click.

You can see that the tool is showing us precisely which keyword segmentations to create next, based on the keyword grouper tool. Here we see that the PPC software is suggesting that we group together all of our keywords that contain the word "concert" and "tickets" because there are a lot of keywords that drive a lot of traffic there (we can see a list of some of the keywords in the picture below).

You can even create multiple groups simultaneously and channel your keywords into their proper place in minutes.

Imagine how much time and effort this would take manually; we would have to have pulled in all of our keyword data (which we'd then have to do weekly) and hacked around in Excel to try to determine which groups we should create, finally actually putting the segmentations together.

Instead, the WordStream PPC software lets us set up an account and clicked a few buttons.

Looking at the screenshot above, you can see that the keyword list on the left contains the words "concert" and "tickets" together in 100% of the phrases. As you narrow your list, you can get more and more specific.

Once you've created these keyword groups, you can see your group hierarchy instantly.

This not only keeps you organized, but it gives you one-click access to creating AdWords Ad Groups, which will take your grouped keywords and harness them to improve the relevance of your traffic and increase your Quality Score.

WordStream PPC software offers similar suggestions for keywords you don't want.

Next, WordStream will offer you some suggestions for keywords that you might want to actively avoid bidding on, based on what the software knows about your account. Let's take a look at what the negative keyword tool has to say about this account:

Because of prior activity in our account, WordStream thinks that the term "parking" is probably a bad fit for our account. In this case, the tool's right! We don't sell "parking tickets" so we wouldn't want that traffic. The tool also suggested the term "sale", but we certainly don't want to set a negative keyword for that. This is where the value of controlled, user-defined automation comes in: we're reviewing the software's suggestions, so we can ignore the tip to nuke sales terms.

WordStream’s PPC Software Unites Automation and Action

Success with pay per click automation means automating the right aspects of your PPC campaign, at the right time, and with the right tools. WordStream's PPC marketing software provides everything you need to completely transform your paid search campaign into a powerhouse of strategic automation and personal decision making. WordStream's PPC software combined with a suite of actalytics capabilities puts you miles ahead of the competition, combining keyword research and management, workflow management, ad creation, and campaign analysis in one easy-to-use interface.

To start leveraging these features and to start experiencing the benefits of WordStream's PPC management software, you can:

• Try WordStream Free Today
• Request a Live Demonstration
• Sign up for our Search Marketing Webinar
• Subscribe to our Newsletter