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We don’t use any external tools or scripts for bidding. Trying to beat Google’s internal bidding system doesn’t make any sense since 90% of what’s happening in auctions (signals) is invisible to external tools.
For creative testing we use ad variations for testing at scale.
Our reporting tool is Swydo which we’ve been using for about 8-10 years I guess. It greatly simplifies report automation and offers dashboards you can share with your clients. They are working on AI data summaries which will be a big time saver once that’s available.
One of our most important tools is a script that pulls all client data into a sheet each morning so we can compare DoD, WoW, and MoM KPIs to find anomalies very quickly. It’s the easiest way to see if something is suddenly off with spending, click volume, or conversions.
