There are a number of software products that condense statistical information from multiple Pay Per Click (PPC) campaigns and platforms (such as Google, Yahoo!, MSN, and Ask) and provide it in one single place for merchants to compare and review efficiently. These kinds of software products are definitely helpful... at least in the sense that advertisers can now view the details of their accounts from one central location, but I'm not quite convinced that there's even a need to purchase such a program.

If you're like 90% of the PPC advertisers out there, you're no doubt using some sort of ROI tracking and analytics tool to measure conversions. In my opinion, this is all one needs to review data from multiple sources. At All Web Promotion, we use Conversion Analyst, KeywordMax, and Google Analytics to provide conversion data to our clients, and, in addition, these programs provide us with every bit of the same statistical information (clicks, costs, etc...) that these PPC managing software products do.

Why would anyone foot the bill for a service they're, in most cases, already paying for?