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18 PPC Tools & Software For Managing and Optimising PPC Campaigns

In the ever-changing world of digital marketing, pay-per-click (PPC) advertising has become an essential strategy for businesses looking to build online. With so many PPC management tools available, it can be challenging to choose the one that best suits your needs. This comprehensive guide will cover the top PPC management tools, including options for competitor research, keyword research, optimisation, campaign management, free PPC tools and reporting software.
18 PPC Tools & Software For Managing and Optimising PPC Campaigns
January 10, 2023

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1. PPC Optimisation & Automation Tools

1.1 Google Ads Editor

Google Ads Editor is a free, downloadable application that helps you manage your Google Ads campaigns. This is a must have if you're managing large-scale PPC campaigns through Google Ads. Making bulk changes to Search, Shopping or Display campaigns inside Google Ads is a nightmare and this is where Google Ads Editor comes in. With an easy-to-use interface, you can create and edit ad groups, campaigns, and budgets, as well as set up negative keywords and track the revenue generated by your ads.

1.2 Optmyzr

Optmyzr is a powerful PPC tool designed to help optimise campaigns across Google Ads, Microsoft Ads and Amazon Ads. It offers comprehensive features such as bid management, keyword research, ad testing and optimisation, and reporting. The tool also provides automated rules that can be used to optimise campaigns based on the user's objectives. It allows users to quickly identify opportunities for improvements in their campaigns and provides actionable insights to help them make better decisions about their campaigns.

1.3 Opteo

Opteo is a Google Ads specific PPC tool that provides recommendations on how to improve Google Ad performance. Features include managing keywords, ad copy improvement suggestions, bid optimisation, and error detection. Additionally, Opteo's software provides features for monitoring performance issues, report creation and alerts. Opteo is a great choice for businesses looking for a PPC optimisation tool.

2. Competitor PPC Research Tools

2.1 Similarweb

A powerful PPC research tool, Similarweb provides in-depth analytics and insights to help you understand how your competitors acquire users and from what sources. It allows you to uncover the most up-to-date keywords, view your competitors' ads, their ad networks, audiences and affiliates, offering a competitive edge in crafting highly effective campaigns. In addition, Similarweb can be used to understand your performance against industry benchmarks. There is so much you can do with Similarweb, I highly recommend checking it out.

2.2 SpyFu

SpyFu is a powerful competitor analysis, PPC and SEO software. It reveals insights into competitors' strategies, including their profitable keywords, ad campaigns, and organic search rankings. Its ad history feature lets you analyse your competitors' past campaigns, allowing you to fine-tune your own creative and copy based on best practices and strategies. By delivering actionable recommendations and highlighting areas for improvement, SpyFu helps marketers make data-driven decisions.

2.3 Adthena

Adthena is a great tool for researching competitors' PPC campaigns. It provides comprehensive insights into their ad strategies, including the exact keywords they are targeting, the networks they are running on and the ads they are using. This valuable data helps you to identify the best opportunities for your own campaigns and ensure you stay ahead of the competition. Adthena also offers an AI-powered tool that provides real-time recommendations on how to optimise your campaigns for maximum performance. Adthena isn't the cheapest software on the market and it may only be appropriate for businesses that have large online advertising budgets.

3. PPC Keyword Research Tools

3.1 Google Keyword Planner

A classic and essential PPC management tool, Google Keyword Planner is part of the Google Ads interface. It helps with researching, launching, and discovering new keywords. Its forecasting feature provides data prediction, helping you estimate the performance of future campaigns based on estimated clicks, CPC, and impressions. The data is not always 100% and as with a lot of keyword tools the data should be used as estimations.

3.2 SE Ranking

SE Ranking is an SEO tool that offers valuable insights for PPC purposes. Its keyword research tool provides keyword ideas, search volume, and average CPC for a specific location, giving you a comprehensive understanding of your competitors' marketing strategies. SE Ranking is more focused on SEO than PPC however it's quite a bit cheaper than some of the larger SEO and PPC keywords research tools.

3.3 is an online search tool that helps marketers find relevant and high-performing keywords for their SEO and advertising campaigns. It generates a wide range of keyword suggestions based on a given topic, providing valuable insights on search volume, competition, and trends. The tool supports multiple platforms, including Google, YouTube, Bing, Amazon, and more, allowing marketers to optimise their content and target their audience effectively.

4. PPC Campaign Management Tools

4.1 Google Ads

Google Ads is the ultimate PPC tool for managing your campaigns across Google Search, Google Display Network, and YouTube. With its wide range of ad formats and targeting options, you can effectively reach your target audience and achieve your marketing goals.

4.2 Microsoft Advertising

Microsoft Advertising helps you reach the audience on Bing, Yahoo, and MSN search engines with text-based search ads, shopping ads and display ads. Its lower cost compared to Google Ads makes it an attractive option for businesses looking to expand their reach and improve their return on investment.

4.3 Amazon Advertising

Amazon Advertising is an essential tool for e-commerce brands looking to increase their visibility on Amazon. With its various ad options and targeting features, you can effectively reach potential customers and drive sales on the platform.

5. Free PPC Tools

5.1 Google Trends

Google Trends is a valuable tool for identifying trending topics and understanding user interest in specific keywords. By using this data, you can adjust your PPC strategy to target high-performing keywords and capitalise on emerging trends.

5.2 Google Analytics

Google Analytics is a free tool that tracks crucial performance metrics for your Google Ads campaigns, audience engagement, and landing pages. By connecting your Google Ads account to Google Analytics, you can view ad metrics and make data-driven decisions about your campaigns.

5.3 Google Search Console

Google Search Console (GSC) is a free service by Google that helps website owners and marketers monitor and optimise their site's performance in Google search results. Again this is mainly focused on SEO rather than PPC, however, you can use GSC to understand landing page insights and also for finding new keywords that your website is ranking for and you can add to your PPC campaigns.

6. PPC Reporting Tools

6.1 Supermetrics

Supermetrics is a data integration and reporting tool that simplifies the process of collecting, transforming, and visualising marketing data. It connects with various marketing platforms, such as Google Analytics, Facebook Ads, and Looker Studio, allowing users to gather data from multiple sources into a single interface. Supermetrics offers customisable data connectors, automated data refresh, and data visualisation options to create comprehensive reports and dashboards. It helps marketers save time, streamline data workflows, and gain actionable insights for optimising their marketing campaigns.

6.2 Looker Data Studio (formerly Google Data Studio)

Looker Data Studio is a business intelligence platform that enables users to explore, analyse, and visualise data from multiple sources. As it's Google owned, it connects directly with Google Ads, Google Search Console, Google Analytics, Search Ads 360 and much more. It provides a centralised hub for data exploration and offers robust analytics capabilities, including interactive dashboards and data modeling. In addition to direct integrations with Google-owned properties there are over 800 connectors for Looker Data Studio

6.3 DashThis

DashThis is a reporting and dashboard tool that allows marketers to consolidate and visualise their marketing data from various sources in one place. It offers pre-built templates and customisable dashboards to track and analyse key performance indicators (KPIs) across different marketing channels, such as Google Analytics, social media platforms, and advertising campaigns. With DashThis, marketers can create insightful reports, share them with stakeholders, and make data-driven decisions to optimise their marketing strategies.

It's up to you what you use

Choosing the right PPC management tools for your business can really help with achieving optimal results. In summary, PPC software, keyword research tools, reporting tools and competitor research software empower businesses by streamlining campaign management, improving targeting and audience reach, optimising keyword strategies, analysing competitors, tracking performance, visualising data, optimising costs, and enabling scalability. By leveraging these tools effectively, businesses can drive successful PPC campaigns, increase brand visibility, and achieve their marketing goals.

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