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I'm hoping to get a poll going on how many companies purchase their in-house software versus how many build it themselves.
Please refrain from responding if you're using an outside agency to manage your ppc accounts for you.
In fact we probably use 3 software pkgs and a couple in-house programs.
It really depend on the clients wants and needs, as well as what we agreed to provide.
In-depth tracking is usually charged at .02p per click, and we also do click fraud monitoring on PPC as well (which has been paying for itself).