6 PPC Management Tools for Streamlining Bid Management

Navigating the complex world of pay-per-click (PPC) management can be a daunting task, but the right tools can make a significant difference. This article sheds light on the top PPC management tools that are transforming the industry, with insights from seasoned experts who are shaping the future of bid management. Discover how these innovative solutions streamline processes, enhance predictive analytics, and optimize bid automation for better performance and results.

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Google Search Ads 360 Streamlines Bid Management

I’ve found Google Search Ads 360 to be an excellent tool for streamlining bid management. One of its standout features is the ability to leverage additional signals for auction-time bidding, which I’ve seen outperform standard Google Ads smart bidding strategies. It’s also incredibly convenient to manage and report on campaigns across both Google and Bing from a single platform, saving time and effort. 

For those using Display and Video 360 and Campaign Manager 360, its seamless integration within the Google Marketing Platform ecosystem allows for the use of Floodlight tags for conversion tracking, which is helpful for deduplicating conversions across channels.

I highly recommend using Search Ads 360 for higher spending accounts, as it is an extremely robust and versatile solution for marketers looking to optimize their PPC campaigns.

Cole Krohn, Paid Search Manager

Skai Optimizes Bids with Predictive Analytics

We rely on Skai (formerly Kenshoo) for enterprise-level bid automation and cross-platform optimization. Skai uses predictive analytics and AI to adjust bids for maximum efficiency. It seamlessly manages campaigns across platforms like Google, Bing, and social ads simultaneously. For businesses with complex, multi-channel PPC strategies, Skai simplifies the workflow and improves performance. It’s the tool we trust when managing high-spend accounts with tight performance targets.

I recommend Skai because it goes beyond basic bid management with predictive forecasting. Its AI learns patterns, allowing us to make data-driven decisions faster. Skai is invaluable for large brands that need transparency and scalable results. You can trust it to manage budgets intelligently while staying aligned with your goals. For agencies scaling campaigns across platforms, it’s a game-changer.

Jason Hennessey, CEO, Hennessey Digital

Optmyzr Customizes Bid Automation

I think Optmyzr is one of the best bid automation tools when you have a campaign with more complicated optimization goals. I’ve had that for a very long time. I’ve, for example, developed rules to automatically raise or lower bids based on certain performance metrics such as low conversion rates or high-performing keywords during high-traffic periods. This dynamic ability to tweak bids without constant sandbagging frees you up to do more strategy and not the same old thing again, which is very helpful when you have complicated accounts or multiple clients.

For me, the best thing about Optmyzr is that it’s transparent and customizable. In contrast to black box tools, it not only lets you decide what the reasoning behind the bid adjustment is, but it also lets you see why the change was made. I’ve also loved the campaign health tracker, especially when looking for a low-performing area and making data-driven decisions on the fly. Because of the combination of automation and data-driven approach, I believe it is a perfect solution for marketers seeking efficiency and accuracy. I have always gotten better ROI on my campaigns without wasting so much time, which to me is a no-brainer.

Matthew Goulart, Founder, Ignite Digital

Google Ads Editor and Supermetrics for PPC

We use Google Ads Editor here, combined with Supermetrics. Because we do most of our PPC advertising through Google, we get a lot of benefits from using their native tools, and Supermetrics is a quick, responsive AI tool for tracking pricing and performance metrics.

Nick Valentino, VP of Market Operations, Bellhop

Adalysis Identifies Bid Optimization Opportunities

For managing PPC campaigns, I rely on Adalysis because its machine learning algorithms catch bid optimization opportunities that I might miss when managing multiple client accounts. Recently, it helped me identify underperforming keywords that were eating up budget in our B2B campaigns, and after implementing its suggestions, we saw a 23% improvement in conversion rates.

Joshua Odmark, CIO and Founder, Local Data Exchange

Google Ads Editor Simplifies Bulk Edits

When it comes to managing PPC campaigns and streamlining bid management, I rely on Google Ads Editor, a free and powerful tool that simplifies handling multiple campaigns, ad groups, and keywords efficiently. Google Ads Editor allows advertisers to make bulk changes quickly, work offline, and implement strategies with precision, making it indispensable for optimizing PPC performance. One key feature is its ability to handle bulk edits—ideal for campaigns with hundreds of keywords—where adjustments to bids, budgets, or targeting can be made offline and uploaded all at once, saving time and reducing errors.

Its robust filtering capabilities make it easy to focus on specific metrics, such as identifying underperforming keywords with high costs and low conversions. You can quickly adjust bids or pause ineffective keywords, ensuring budgets are allocated to what works best. Offline functionality is another advantage, letting you download campaigns, make changes without an internet connection, and upload them later, adding flexibility and eliminating connectivity-related risks.

Collaboration is seamless with Google Ads Editor. You can export campaign drafts for team reviews and implement changes only after approval, ensuring that updates are intentional and strategic. For agencies managing multiple accounts, the tool centralizes control, eliminating the need to log in and out of accounts repeatedly. Additionally, integrating tools like Optmyzr or Google Ads Scripts can take automation and optimization further, handling tasks like bid adjustments and reporting.

Google Ads Editor is perfect for advertisers managing large-scale campaigns or multiple accounts, offering powerful features to simplify workflows, save time, and drive better results. Its efficiency, combined with additional automation tools, makes it a highly recommended solution for effective PPC management.

Michele Potts, Director of Sales, Zoe Marketing and Communications

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