Paid Search Campaign Management Tools
We believe the human eye should be the primary campaign driver (obviously!), but there comes a time when your campaign gets to large for humans to manage it effectively which is when it pays to start using some of the tools out there. When we say the human should be the primary driver, we refer in particular to bid management tools. It can't be left to a piece of software or web application to make intuitive decisions on your behalf, no matter how clever it is!
The types of tools we use vary from the basic functional stuff like the AdWords Editor to competitor analysis and bid management.
SpyFu
SpyFu is rapidly becoming one of our favourite tools because it makes it quick and easy to see what the competition is up to. Kombat allows you to compare up to 3 sites so that you can look at yourself versus two competitors and then there are pther features like Ad History, Keyword Smartsearch and SpuFu University which offers tutorials and a whole host of "How do I..." videos and articles.
AdWords Editor
This tool makes it really easy to make large scale changes to your campaign and then load them up with ease. There is no need to fumble about pulling stuff into reports, then extracting to xl, then back to campaign structure templates and then back into AdWords... just use the editor!
You can work offline, then upload your changes any time and you can make bulk changes (such as updating bids or adding keywords) in just a few steps.
