I like that this software helps me to manage my PPA campaigns better than any other tool out there! This platform has been working perfectly for us since we started using it about 2 years ago now - nothing much at all as far as issues go with them so no complaints here either :) The support team are fantastic too when you need help or have questions which they always try their best not only by providing answers but also helping resolve problems if possible within 24 hours of your initial query/ticket submission!! We use effective spend mainly because its very easy & quick way managing our ppc accounts without having lotsa technical knowledge required! Very simple yet powerful interface once set up correctly can be used easily even from novice users who know how basic computers work!! You dont really require experience /knowledge regarding ppa management though i guess one would benefit more wen dealing directly online rather then through emailing etc.