We want to expand our 9,300 kw phrase AW campaign to around 50,000. Currently, all AW campaign management is done via the aw interface. What 3rd party tools/software should we be looking at to make management easier? Our existing system does not offer the scalability we need.
Real world experience and opinions/feedback welcome.
IMO none of the self-service tools on the market provide much benefit on Adwords - most of them were built with Overture's bid position-based model in mind. I've talked with dozens and dozens of advertisers who try a self-service bid mgmt tool and several months later they realize it only really works on Overture.
Look for someone who
a) doesn't rely on Google's Traffic Estimator. G.T.A. is broken and anyone who relies on it can't possibly hope to find all the revenues for your campaign
b) has client references who have good, credible things to say about the firm's mgmt of spend on Google
c) can tell you what the last 3 major changes to AdWords were and how they affect advertisers