Or you might want an all-in-one advertising platform that integrates with ad publishers like Facebook Ads or Microsoft Ads (like Adzooma for example). For example, you might want to focus on click fraud, in which case there are specific tools for that. One of the advantages of using a tool or software suite for Google Ads is being able to manage your campaigns in a way that suits your needs.
So there are tools available to automate and optimise the process. Nobody is expected to search for every relevant keyword by hand, individually set negative keywords, or analyse every bid. Like with other PPC management platforms, the purpose of software is to remove the time-consuming, tedious jobs you don’t really have time for. You only pay when someone clicks on your ad, hence the name pay-per-click (PPC). Google’s advertising platform lets advertisers bid on keywords, create ads including these keywords, and obtain a position on Google’s search results pages (SERPs). Additional resources What Google Ads software does
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