Pay-per-click (PPC) advertising is an efficient way for businesses to drive targeted traffic and conversions to their websites. However, running profitable PPC campaigns can be quite challenging without the right tools. There are now numerous PPC software and tools available that automate time-consuming tasks and provide the insights you need to improve campaign performance.
In this article, we will discuss some of the most useful PPC tools to improve ad campaigns to the next level.
Let's dive into the article.
18 Best Pay-Per-Click Tools
Below is the list of the top 18 PPC tools to improve ad campaigns that will ease the life of your business.
Keyword Research Tools
Thorough keyword research is the foundation of every successful PPC campaign. Keyword research tools enable you to discover untapped keyword opportunities with high conversion potential. They provide key data like monthly search volumes, levels of competition, average cost-per-click for keywords, and more.
Some of the best keyword research tools include:
1. Google Keyword Planner
A free tool integrated with Google Ads to discover keyword ideas grouped by topic. It provides monthly search volumes to gauge search demand. It allows you to see search volume estimates and trends for keywords related to your business. The Keyword Planner pulls data primarily from Google's vast search query logs to provide keyword ideas that can help optimize your websites, ads, and marketing campaigns. It provides keyword ideas, search volume, competition, and more to inform your keyword strategy.
Pros of Google Keyword Planner:
Free to use
Google data provides accurate volume estimates
Get keyword ideas for your industry/niche
Optimization recommendations from Google experts
Easily links with other Google products (Adwords, Analytics, etc.)
Cons of Google Keyword Planner:
Limited keyword data for non-Adwords users
No competitor keyword analysis
Lacks clickstream data and search trends
The main focus is Google Search, not other engines
Pricing: Free
2. Semrush
A robust keyword research tool that generates numerous keyword ideas and lets you analyze the competitiveness and value of keywords through data like CPC, search volume, and level of traffic a site is getting from each keyword. SEMrush is a premium keyword research and SEO platform. It provides robust and comprehensive keyword data and competitor insights to drive website traffic, organic visibility, and online growth. SEMrush offers historical and forecasted search volume data for all major search engines to uncover high-potential keywords and opportunities.
Pros of Semrush:
Accurate global search volume statistics
Competitor keyword analysis
Historical monthly search data
Clickstream data for high accuracy
Ranking analysis and optimization tips
Cons of Semrush:
Expensive paid plans
Steep learning curve
Data restricted behind a paywall
Too many features can seem overwhelming
Pricing: Semrush offers three plans - Pro, Guri, and Business. The basic plan starts at approximately $130 / month.
3. Ahrefs
Ahrefs helps discover thousands of long-tail, high-value keywords and filter them by criteria like search volume, CPC, and keyword difficulty to unearth keywords that can drive targeted traffic to your site. It provides extremely accurate search volume and CPC data to uncover valuable long-tail keywords. The Ahrefs keyword explorer also shows historical trends, seasonality, and difficulty metrics for laser-focused keyword targeting.
Pros of Ahrefs:
Massive keyword database
Accurate search volume and CPC data
Historical trends and seasonality
Clickstream powered metrics
Competitor analysis tools
Cons of Ahrefs:
Very expensive subscription plans
Steep learning curve
Overwhelming features for beginners
Focuses solely on organic, lacks paid data
Pricing - Starts at $99 / Month. The free plan is not available.
Bid Management Tools
Bid management is crucial for maximizing PPC returns. The most sophisticated bid management tools use advanced machine learning and algorithms to set optimal bids for each of your keywords. They adjust bids automatically based on your targets, whether it's getting more conversions, driving more traffic, or max returns on ad spend.
Top bid management tools include:
4. Optmyzr
Automates bid optimization for Google and Microsoft Ads campaigns, helping you save time and scale performance. The platform offers auction insights, custom rules for bid changes, and intelligent algorithms.
5. WordStream
It lets you automate bid management based on custom ROI targets and rules across campaigns. Its Dynamic bid setting uses machine learning to regulate bids to maximize results.
6. Acquisio
Adjusts your PPC bids automatically around the clock to meet specified ROI goals through its AI-powered PPC bidder. It's efficient at managing bids across large-scale campaigns.
Using bid management tools eliminates the manual work needed to keep checking campaign metrics and updating keyword bids constantly to optimize for desired goals.
Ad Testing Tools
Split testing different versions of ad creative and landing pages is imperative to determine what resonates most with your target users and drives the highest returns. Ad testing tools take the guesswork out of optimizing PPC ads and pages through A/B testing and robust analytics.
Some popular options include:
7. Google Optimize
A free testing tool fully integrated with Google Ads to easily conduct A/B tests without code on site pages and ad elements. Provides click data and conversion metrics to pinpoint the best variants.
8. Optimizely
Enables easy visual editing to create A/B tests for landing pages without coding skills. Offers detailed insights to determine which versions deliver better conversions.
9. Adzooma
A dedicated tool to A/B test multiple aspects of PPC ads like ad copy, call-to-action, keywords targeted, etc., and understand exactly what works via its reporting dashboards.
Testing Ad creative and landing pages is instrumental in maximizing the potential of PPC campaigns. These tools simplify the process of experimenting with and optimizing different elements to boost click-through rates, quality scores, and conversion rates.
Performance Tracking Tools
Robust PPC analytics enables keeping a consistent pulse on the health and efficiency of your campaigns. There is no shortage of tracking tools to measure the impact of your PPC efforts:
10. Google Analytics
The universally used web analytics platform collects abundant data on site traffic, including PPC channel performance. Metrics include clicks, bounce rate, pages per session, geographical data, conversion funnel, etc.
11. ClickMagick
Tracks click on call-to-actions, and conversion actions like form fill, sign-ups, and leads generated for deeper lead-level value tracking across channels. Integrates easily with Google and Facebook Ads.
12. Funnel.io
Provides visual funnel reporting to evaluate real conversion values derived from PPC channels, analyze drop-off rates, and identify funnel weak points needing optimization.
Using performance trackers is non-negotiable to monitor KPIs like cost-per-click, click-through rate, conversions generated, return on ad spend, and more. They offer invaluable data to refine PPC campaigns continually to improve efficiency.
Competition Analysis Tools
Gauging competitors' PPC strategies is equally essential to make sure you're on par with the competition. Competition analysis tools provide actionable data on competitors, like the keywords they're bidding on, ads they're running, conversion tracking methods used, and more. Here are some leading options:
13. Semrush
It enables thorough, multi-faceted competitive analysis of PPC activity like top-performing keywords, ads, landing pages competitors use, and their estimated paid traffic.
14. SpyFu
Shows competitors' paid search strategy – keywords they bid on, average monthly spend, and click-through-rates. It provides ad variation analysis to compare your ads vs. competitive ads.
15. Ahrefs
Tracks paid search data like competitors' invested keywords, estimated PPC traffic on keywords, click-through and conversion rates on ads, and more. Ideal for in-depth competitor auditing.
Monitoring the PPC activity of competitors helps take corrective actions to stay ahead, whether it's matching their investments on high-performing keywords or testing better converting ads against theirs.
Campaign Management Tools
Managing extensive PPC accounts and workflows can consume tremendous time and effort. PPC campaign management tools automate repetitive administrative tasks, enabling you to focus solely on strategic optimization. Some handy management tools are:
16. Optmyzr
Automates several crucial workflows like managing bids, A/B testing ads, optimizing landing pages, and campaign reporting, saving hours each week.
17. WordStream
It provides robust and intuitive campaign, keyword, ad, and landing page management tools alongside automation capabilities using AI under one platform.
18. Acquisio
Enables easy centralized management and optimization of different aspects across a high volume of keywords and complex campaigns through its AI engine.
These management solutions significantly enhance how you oversee big PPC accounts day-to-day. Their time-saving automation also aids in scaling capacity, allowing you to take over more client accounts.
FAQs
What tools can you use to make PPC advertising more effective?
There are several tools you can use to improve PPC campaign effectiveness. Keyword research tools like Google's Keyword Planner can help you identify high-value keywords to target. Split testing different ad copy and landing pages allows you to optimize conversions. And analytics tools like Google Analytics provide insight into campaign performance to refine targeting. Setting clear KPIs and leveraging automation for bidding and ads also boosts performance.
How can I improve my PPC campaign?
A few ways to improve PPC campaigns include refining targeting using analytics to eliminate low-value traffic, A/B testing ad creative and landing pages to increase conversion rates, setting up negative keywords to reduce irrelevant clicks, optimizing bids to balance click volume and costs, using extensions like callouts to improve CTR, and making the landing page experience align closely with the messaging in your ads.
What are PPC tools?
Common PPC tools include bid management platforms to automate and optimize bids, keyword research, and competitor analysis tools to identify high-value keywords, landing page builders and A/B testing software to optimize landing pages, analytics platforms to glean campaign insights, and automation tools for creating and managing campaigns at scale.
Which software is used for PPC?
Popular software platforms and tools used for PPC advertising include Google Ads, Microsoft Advertising, WordStream, Optmyzr, Kenshoo, Acquisio, Adzooma, SEMrush, and others. Many specialize in bid optimization, campaign analytics, keyword research, creative testing, and campaign creation.
What is the most used PPC platform?
Google Ads is the most widely used PPC advertising platform globally. Other major PPC platforms include Microsoft Advertising, Amazon Advertising, Facebook Ads, Instagram Ads, Twitter Ads, Taboola, Outbrain, and more. But Google dominates the search and display network PPC market.
Is PPC a digital marketing tool?
Yes, PPC advertising is considered a powerful digital marketing tool. It allows advertisers to display ads to their target audience across search engines, websites, social media, and mobile apps. PPC provides precise targeting, complete control over budgets, and easily measured results, making it very useful for lead generation and sales.
Conclusion: Best Tools for PPC Campaign Management
In this article, I have discussed the 18 best PPC tools to improve ad campaigns. Advertising holds immense potential, but only if managed smartly using the right PPC tools. Keyword research, bid management, ad testing, analytics, and campaign management tools provide indispensable insights and automation to eliminate guesswork and transform the performance of PPC campaigns. Using the mix of tools discussed as per your specific needs and budget takes PPC efficiency to new heights, driving higher profits from these campaigns. Their capabilities for simplifying optimization also enable dedicating more energy towards devising the overarching PPC strategy rather than just execution.
