Shape PPC Blog

Focusing on PPC Marketing and PPC Management Software

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PPC Marketing & Management
Scaling and growing your ppc operations
Product Updates
Recent product related updates and information from the Shape team
Podcast Episodes
Conversations about entrepreneurship, building a SaaS startup, and all things digital advertising


PPC Management Software for Agencies [2020 Guide]

January 2, 2020
Inform your agency's decision in 2020 about PPC management software with our market research.

The “Best PPC Management Software” Doesn’t Exist

March 1, 2019
Inform your agency's decision about PPC management software with our market research.

Recent Posts:

How to Transfer LinkedIn Ads Data into Google BigQuery

August 7, 2020
Created and designed by Google, BigQuery is a great data warehousing option for storing LinkedIn Ads data.

Product Updates - July 2020 - Improved ADI Reporting Workflows

August 6, 2020 feature releases and product updates for July 2020.

How to Transfer Microsoft Ads Data into Google BigQuery

August 5, 2020
Created and designed by Google, BigQuery is a great data warehousing option for storing Microsoft Ads data.

How to Transfer Facebook Ads Data into Google BigQuery

July 30, 2020
Created and designed by Google, BigQuery is a great data warehousing option for storing Facebook Ads data.

How Google Data Studio is Reshaping the PPC Software Market

July 29, 2020
Google’s presence is reshaping every aspect of building a PPC software company from sales conversations, to product roadmaps and investor pitches.

How to Transfer Google Ads Data into Google BigQuery

July 24, 2020
Created and designed by Google, BigQuery is a great PPC data warehousing option for marketers.

Pros and Cons: DIY PPC Data Warehouse vs. Shape's Managed Warehouse

July 22, 2020
Compare the pros and cons of going the DIY PPC data warehouse route vs utilizing a managed PPC data warehouse solution.

What is a PPC Data Pipeline?

July 16, 2020
A PPC data pipeline is software that accepts PPC data from multiple sources, standardizes formatting, and creates an automated flow of the data to be sent to other destinations such as business intelligence tools or data warehouses.

Product Updates - June 2020 - Launching the Shape ADI and Platform Improvements

July 15, 2020 feature releases and product updates for June 2020.

4 Problems an Advertising Data Infrastructure Solves For Your Agency

July 14, 2020
Launching your own Advertising Data Infrastructure is a quick and easy step your PPC agency can take to start eliminating some of your pressing data challenges.

What is an Advertising Data Infrastructure (ADI)?

July 9, 2020
An Advertising Data Infrastructure (ADI) unifies all of a PPC agency’s cross-channel advertising data in one place, stores it indefinitely, and makes it accessible to anyone the agency grants access to.

Shape ADI: An Advertising Data Infrastructure for the Modern Digital Agency

July 7, 2020
With the ADI as a data management foundation, agencies can build reliable, custom solutions with fewer (or no) engineers in less time.

Product Updates - May 2020 - CruiseControl Out of Beta

June 15, 2020 feature releases and product updates for May 2020.

Introducing CruiseControl: AI-Driven PPC Budget Optimization

May 10, 2020
CruiseControl automatically adjusts PPC campaign daily budgets to help your accounts hit their target budgets.

Product Updates - April 2020 - No New Public Releases

May 4, 2020 feature releases and product updates for April 2020.

Product Updates - March 2020 - Google & Microsoft Shared Budgets Fully Supported Across Shape Products

April 3, 2020 feature releases and product updates for March 2020.

Product Release Notes - February 2020 - Cruise Control Beta and Future Start Dates for New Budgets

March 2, 2020 feature releases and product updates for February 2020.

Product Release Notes - January 2020 - Change End Dates on One Time Budgets and Upgraded Decision Grids

February 4, 2020 feature releases and product updates for January 2020.

Product Release Notes - December 2019 - More Control Over Microsoft Ads Shared Budgets

January 7, 2020 feature releases and product updates for December 2019.

Product Release Notes - November 2019 - No New Releases

December 9, 2019 feature releases and product updates for November 2019.

Product Release Notes - October 2019 - New Metric for Decision Grid

November 1, 2019 feature releases and product updates for October 2019.

The Evolving PPC Landscape for Agencies and Software with Kirk Williams

October 16, 2019
In this episode of Shape the Conversation, Kirk provides his perspective as a PPC agency owner and we (Nicole and Jon) compare it to our experience running a SaaS company in the same space.

Product Release Notes - September 2019 - Sunsetting Google Average Position

October 2, 2019 feature releases and product updates for September 2019.

Product Release Notes - August 2019 - Facebook Campaign Budget Optimization Changes and More

September 2, 2019 feature releases and product updates for August 2019.

Google Ads Budget: The Definitive Guide for Agencies

August 12, 2019
Solutions for managing PPC budget pacing at scale for clients.

Product Release Notes - July 2019 - New Metrics for Budget Booster and Decision Grid

August 6, 2019 feature releases and product updates for July 2019.

PPC Monitoring Tool Options (that have nothing to do with spying on your competition)

August 2, 2019
PPC monitoring, reporting and management tools to help you automate tasks or detect anomalies in your data before something goes wrong.

Product Release Notes - June 2019 - Introducing the Untracked Campaigns App

July 3, 2019 feature releases and product updates for June 2019.

Product Release Notes - May 2019 - Introducing Shape Change History

May 21, 2019 feature releases and product updates for May 2019.

Product Release Notes - April 2019 - New SmartSync Feature

April 30, 2019 feature releases and product updates for April 2019.

Product Release Notes - Q1 2019

March 27, 2019
Find all new Shape feature releases in the Product Release Notes.

PPC Management Software For Agencies

January 13, 2019
On this episode of 'Shape the Conversation', Nicole and Jon dig into the world of PPC Management Software from the perspective of both builders of their own platform as well as the purchasers looking into platforms for use in a PPC agency.

Accountability and Freedom with Michael Mack

December 13, 2018
Michael Mack is back on this episode of Shape the Conversation. Discussing accountability and freedom in and out of the professional space.

Mad Fish Digital Automates 400 PPC Budgeting Hours

December 12, 2018
By partnering with Shape, Mad Fish Digital was able to simplify their PPC budgeting processes and reclaim 400 hours.

New Feature: Add a Team Member in Read-Only Mode

November 29, 2018
Do you want to share Shape with a coworker but worry that they might mistakenly push changes?

The Secret to an Effective Chatbot Marketing Strategy

November 28, 2018
Chatbots have found a promising niche in digital marketing. Increasingly, marketers have found that the killer app for chatbots is conversion rate optimization.

It's Okay to Disagree with a PPC Client

November 8, 2018
Don't make the mistake of living by the motto the customer is always right as a PPCer.

Breaking Down BuzzFeed's Report on Ad Fraud on Mobile Apps

November 8, 2018
Ad fraud is an issue that plagues digital advertisers/marketers every day. Fake ads that utilize bots to gain incredible amounts of impressions and build up gross amounts of money have caused even users, who recognize it, to start questioning advertising altogether.

Creating a PPC Strategy for a Brand New Product/Service

November 1, 2018
Making something new is no easy task, but it is only step one to truly getting off the ground. You have to make sure people know about it. Digital advertising is a powerful way to get eyeballs on your new product/service fast.

The Importance of Defining Your Target Market for Anything

October 25, 2018
How can you figure out if there is actually a market for your idea? In this episode, Nicole and Jon discuss ways to find, describe and communicate to the people that make up your target market.

Don't Assume a Quiet Customer is a Happy Customer

October 18, 2018
Whether you offer SaaS, services, or something else, a long stretch of silence from a customer is often an indicator that your relationship is not as strong as it could be.

Exploring Six Emerging Digital Advertising Platforms

October 11, 2018
In this episode, Nicole and Jon explore the pros and cons of six alternative digital advertising options to consider experimenting with.

Attracting Eyeballs in the Modern Attention Economy

October 4, 2018
In this episode, Nicole and Jon talk through how the changes in people's attention habits have influenced marketing decisions at Shape and how that led to filming a plane doing a fly by in the Oregon desert for a recent video.

[VIDEO] Announcing AutoPilot Daily

October 4, 2018
AutoPilot Daily pauses or enables your advertising campaigns to ensure you hit your budget targets on time, everytime.

Eliminate Overspent PPC Budgets with AutoPilot Pause Only Mode

October 2, 2018
AutoPilot is one of Shape’s most powerful automation tools and is designed to prevent advertisers from overspending their digital ad budgets.

Take Control Over Your PPC Budget Pacing with AutoPilot Daily

October 2, 2018
AutoPilot is one of Shape’s most powerful automation tools and is designed to prevent advertisers from overspending their digital ad budgets.

New AutoPilot Modes Offer More Flexible PPC Budget Automation

October 2, 2018
AutoPilot is one of Shape’s most powerful automation tools and is designed to help marketers accurately spend PPC budgets.

The Ideas of Andy Raskin

September 20, 2018
Andy Raskin says he 'helps CEOs align their teams around a strategic story — to power sales, marketing, fundraising, product and recruiting.' Nicole and Jon have been mildly obsessed with Raskin's ideas and in this episode breakdown his 5 elements for developing a powerful strategic story of your own.

A Review of Rand Fishkin's Book 'Lost and Founder'

September 13, 2018
In this episode, Nicole and Jon discuss what resonated the most with them after reading the book. They discuss their thoughts on Rand's 'startup cheat code' and how that did/didn't align with their experiences in the startup world.

The General Stigma Around Advertising

September 6, 2018
Nicole and Jon both have made their careers as advertising professionals and have heard all the sarcastic jokes about it. So why does it feel like people distrust advertisers and marketers more than ever now?

Day-to-Day Ways to Manage Up

August 30, 2018
In this episode, Nicole and Jon talk through day-to-day steps you can take to 'manage up' the ranks of the corporate ladder and increase your chances of getting approval for a new idea when it counts.

Inside the Mind of a VC with Julie Harrelson, Fund Manager, Cascade Angels

August 23, 2018
In this conversation, we dive deep into why Julie and her investors are looking for much more in a pitch deck then just graphs that go up and to the right.

The Facebook Roller Coaster

August 16, 2018
Nicole and Jon dig into what moves the needle for Facebook's business: advertising. As Facebook continues to mature their advertising business and company as a whole, what ripple effect will this have on people and businesses spending time on the platform.

An Inside Look at Deschutes Brewery with CEO Michael LaLonde (Part II)

August 9, 2018
In part two of the conversation, Jon interviews Michael about how Deschutes views growth and marketing in the modern world of craft beer.

An Inside Look at Deschutes Brewery with CEO Michael LaLonde (Part I)

August 2, 2018
Michael LaLonde leads one of the largest micro breweries in the nation as CEO of Deschutes Brewery in Bend, Oregon.

[Training Guide] Shape PPC Budget Management Platform

July 30, 2018
We cover our platform from top to bottom with detailed walkthroughs, examples, and more. Deep dive into every nook of the platform or jump directly to information on a specific tool.

Dissecting the Business Model of Google (Alphabet)

July 26, 2018
Nicole and Jon talk about how Alphabet spends money to feed one of the most powerful business models ever created: search advertising.

The Power of Vulnerability with Michael Mack

July 19, 2018
On this episode, Jon and Michael go through three defining events in Michael's career and how they demonstrate his core beliefs.

When to Venture Outside of a Niche

July 12, 2018
On this episode, Nicole and Jon talk about the power of having a successful niche but also lay out some scenarios where you may want to diversify your product, service or marketing.

Nail or Fail Your Next PPC Budget Recommendation Using These 12 Techniques

July 11, 2018
Over eight years as an account manager, I pitched hundreds of budget recommendations to various levels of success. During that time, I discovered which strategies turned reticent clients into top spenders and which techniques scared clients away.

Making Big Career Changes

July 5, 2018
In this episode of STC, Jon and Nicole talk about the times they decided to take a leap and the times when they decided the timing wasn't quite right.

Still the Best Analogy for Google's Business Model I've Ever Heard

June 29, 2018
Still the best simplification of why Google and parent company Alphabet do what they do.

Chatbots: A New Frontier

June 28, 2018
Jon and Nicole talk about the progression, usefulness, and future of chatbots in the digital world on this episode of 'Shape the Conversation'.

Avoid PPC Spend Disasters with Budget Pacing

June 28, 2018
Budget pacing is the process of tracking and optimizing elements of your digital advertising campaigns in order to control the rate at which the campaigns spend.

Google Advertiser Community: Mine This Staggering Large Community for Content Marketing Ideas

June 25, 2018
The Google Advertiser Community provides a forum for digital marketers to post questions regarding Google’s advertising products.

Voice Search: Separating the Signal from the Noise for Marketers

June 21, 2018
On this episode of STC, Nicole and Jon put the spotlight on voice search.

Dissecting Mary Meeker’s 2018 Internet Trends Report

June 14, 2018
On this episode of Shape the Conversation, they analyze the trends displayed on those slides and ask what the data means for the future of technology and humanity.

Balancing Emotions in the Workplace

June 7, 2018
Jon and Nicole dive deep into managing emotions and the importance of doing so during times of stress on this episode.

Your Business Does Not Need To Do 'All of the Things' to Grow

May 31, 2018
You may want to do 'all the things' for your business, but there are important decisions about what to do and not to do that need to be made throughout the business development process.

Grow Your Digital Advertising Agency Faster with Budget Management Software

May 31, 2018
Agency budgeting software can eliminate wasted hours, allowing teams to manage more clients, improve profitability, and ultimately grow business.

Good Problems vs Bad Problems

May 23, 2018
There are problems in every business venture. But how do you know which are 'good problems' and which are 'bad problems'? Jon and Nicole discuss their experiences with each and how to accurately address them on this episode of Shape the Conversation.

4 Skills to Cultivate as a Digital Marketer that Prepare you to Manage a Team

May 22, 2018
Team management positions don’t open up frequently. But if the opportunity presents itself, becoming a people manager or department head can be a feasible next step for a motivated digital advertiser….even the ones who don’t think they have “management potential.”

The World Doesn't Come to You

May 17, 2018
Starting a new endeavor is a challenge. Getting people to care is even harder. Jon and Nicole explain how they won Shape's first few customers and the difficulties that faced them along the way.

Going from Team Member to Team Manager

May 10, 2018
In this episode, we talked about what we learned from our experiences and how you can think about making the transition yourself.

The New Budget Pacer: Reimagining PPC Management at Scale

April 25, 2018
Budget Pacer has been completely redesigned from the ground up to prepare it for a long and successful future in our app gallery.

How Will Virtual Reality (VR) Affect Digital Advertising?

March 26, 2018
Here are some ways I think VR will change the day-to-day for digital advertisers over the coming years.

G5 Scales PPC Budget Management Using Shape [Case Study]

March 20, 2018
The team currently manages $1.8 million in monthly ad spend on a mix of search, social, display, and video advertising campaigns.

B2Linked Eliminates 70% of LinkedIn Ads Budgeting Workload Using Shape [Case Study]

March 8, 2018
As a pioneer in the LinkedIn Ads space and the largest LinkedIn Advertising agency in the world, B2Linked has faced challenges scaling.

How to Avoid Digital Advertising Budgeting Disasters

February 27, 2018
Learn about three common (and costly) mistakes and how you can prevent them.

Pros & Cons of Common PPC Budget Management Solutions

September 28, 2017
We outline the pros and cons of each to help you choose the right option for your organization.

Overcoming Client Objections to Increasing PPC Budgets

September 7, 2017
Whether you manage pay-per-click advertising campaigns with fixed or flexible budgets, at some point you will likely deliver a PPC budget recommendation suggesting the client increase their digital ad spend.


  • Product Updates
  • Learn more about our PPC management software
  • Why we believe The 'Best PPC Management Software' Doesn't Exist
  • PPC Management Software for Agencies [2020 Guide]