You have a right to know exactly what you are getting before signing up with any PPC management software provider. Many PPC management software claim to do the same thing, most are built around one or the other.
However, before you ask, start by understanding what your priorities are. This will make a huge difference in the type of app that works for you packed with management features and expensive, or just the resources you need at a price that doesn't reduce your revenue margins. If you are interested in hiring a PPC management software provider, then it is recommended to contact Invisible PPC.
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What results do other advertisers get with similar accounts with your computer software? What variations of CTR/CPV/ROI/time management modifications did you observe? Companies that can provide you with solid research and figures offer more assurance that you get what you pay for.
The Google AdWords tool is great and it's free. They are backed by a wealth of information not available from third party computer software providers and have been thoroughly tested. This is a powerful combination.
First, take the time to set things up. Second, if you use it as a basis for basic account choices, inaccuracies can quickly become a heavy price tag. Whatever conversion tracking and analysis you use, the software program requirements must be compatible. Be sure to find out not only if the software program will help with your tracking, but to what extent.