Managing multiple search campaigns requires experience, know how and some specialized gear to optimize time. Here are some of the software and hardware tricks found over the years of managing thousands of keywords and ads.

Pay Per Click Software

Free Must Have Software:

• AdWords Editor – Manage campaigns on your desktop then upload them to AdWords.
• Microsoft Desktop Editor – Import existing campaigns from AdWords and upload them to the Microsoft AdCenter ad platrofm.
• Jumbo Keyword – Append quotes and braces to expand with exact and phrase match with this online tool.

Paid Software

• We have been using Aquisio to manage our reporting and automation. This is a slick tool that uses native analytics from AdWords, AdCenter and Google Analytics. Its an expensive investment, but being a 5280search client makes it part of the service and more cost effective than purchasing it yourself
• Omniture Search Center: This is a powerful automation and reporting application that leverages the Omniture Site Catalyst platform. This one is typically reserved for the “big boys” in the search marketing world.
• Microsoft Excel:  your going to need Excel at some point when your are serious about Search Marketing. From reporting to generating keyword lists on your desktop, this is a must.
• Adobe CS5: This is one you might not think you need for search campaigns. But as AdWords and AdCenter expand we are finding we spend more time in graphical programs to generate banners for Display Ads and Re-Marketing programs.

Must Have Gear / Hardware for PPC Management

Managing campaigns requires you to be a multi-tasker loading multiple browsers and gathering data from multiple sources in most cases. Really there is not enough monitors in the world for all the applications you might have open while developing or managing a search campaign.

• At least a 23 inch main monitor. With this width you are able to have two browser windows open at one time. For instance, this is key to have AdWords and Analytics open at the same time to make good decisions. Also, you can test landing pages and make sure all of your ads are resolving as expected without opening and minimizing browsers. It’s also nice to have email open or excel open at the same time as having your favorite browser open while completing tasks.
• Keyboard with a 10 key numerical feature. Your not managing PPC effectively if you are single clicking on the top of your keyboard of a lap top. Its a time killer and a must to have an external keyboard to adjust bids quickly.
• An iPad is a nice little accessory to have to manage your music and keep notes on when meeting with clients and helps keep play away from business.

Those are the basics! Managing PPC campaigns is all about making quick and informed decisions based on the data and having the tools of the trade is a critical part.