One question we often hear is, “What are the best PPC tools?” The answer isn’t clear-cut. It depends on many variables, such as what you’re trying to accomplish, which platforms you’re using, and your experience with PPC tools.
If you’re just starting, it’s typically easiest and more cost-effective to work with the native tools provided by the advertising platform you’re leveraging. Once you’ve developed some level of comfort and competence with them, you can begin branching out to third-party PPC tools that may help you produce better results, work more quickly, or manage multiple campaigns and platforms from a single interface.
Below, we’ll provide details about some native PPC tools that are part of the platforms you’re likely already leveraging, as well as third-party solutions that can help with keyword research, reporting, optimization, and other aspects of PPC management.
General-Purpose PPC Management Tools
PPC management tools include a broad range of applications that advertisers use to create, manage, and optimize their paid advertising campaigns.
1. Google Ads Editor
Google Ads Editor is the native PPC management tool for those running Google Ads. It includes everything you need to set up, monitor, and optimize campaigns you’re running on the platform. However, it doesn’t make the process as intuitive as some of the paid options do and doesn’t streamline the process as much as PPC automation tools will.
2. Microsoft Advertising Editor
Formerly known as the Bing Ads Editor, the Microsoft Advertising Editor is the native PPC management for Microsoft Advertising. It’s almost identical to Google’s editor in terms of functionality, though it is limited to ads running on the Microsoft platform.
3. Optmyzr
Brands that want more automation and that are running ads across several platforms may want a tool more like Optmyzr. It integrates with multiple PPC ad platforms, Google, Microsoft, Facebook, and Amazon.
PPC Keyword Tools
PPC keyword tools are usually used in the research phase. They help you identify which terms people are typing into search engines, how often people perform those searches, how difficult it is to rank for a term, and more.
4. Google Keyword Planner
Google Keyword Planner is part of the Google Ads suite of PPC tools, so it’s free to use and packed with helpful information. Using the “Discover new keywords” option, you can enter a website or phrase related to your business, products, or services. The platform automatically generates a list of potential keywords for your search ads. Just be sure to refine the list and remove anything you feel isn’t a good fit.
5. SEMrush
The SEMrush Keyword Magic Tool offers up to ten free and paid searches per day. It offers insights similar to the Google Keyword Planner but also makes it easy to see trends and how difficult it will be to rank for any given term. Learn how to align your keyword strategies with your campaign goals using our PPC Audit Guide.
6. WordStream
The information that the free WordStream Keyword Tool provides isn’t remarkably different from Google’s PPC keyword research tools. However, PPC beginners often find the interface to be a bit more user-friendly.
7. Ahrefs
Even though Ahrefs is typically thought of as an SEO tool, its keyword research tool is excellent for search ads, too. It goes beyond Google and offers insights across Bing, Baidu, Amazon, and more to give you a more holistic view. You’ll also get metrics like clicks and CPC that make it easier to see which keywords are likely to yield the best results.
PPC Reporting Tools
While advertising platforms all offer some type of native PPC reporting tools, you can also bring in third-party platforms to aggregate data or see different slices of information.
8. DashThis
If you want to combine all your PPC and SEO reports into one interface, DashThis is ideal. The dashboards are customizable and include a variety of KPI widgets that make it easy to visualize your data.
9. Reporting Ninja
Similar to DashThis, Reporting Ninja combines PPC and SEO reports into one customizable interface. It tends to be one of the more popular PPC reporting tools for agencies because it offers automated emails and online portals that can feature your branding.
10. Spyfu
Spyfu fits more in the category of PPC analysis tools or PPC competitor analysis tools than simple reporting because it helps you see what other brands are doing. For instance, you can plug in a competitor’s website and see which keywords they’re targeting and how much they spend on ads. The Spyfu platform has been running Google searches and recording the ads that appear since 2006, so it offers a wealth of historical data that’s hard to find anywhere else.
Cross-Platform PPC Campaign Management
Managing PPC campaigns across multiple platforms like Google Ads, Microsoft Advertising, Facebook Ads, and Amazon PPC requires a strategic approach and the right tools to streamline operations and maximize results. Cross-platform PPC management involves using comprehensive PPC software solutions that centralize campaign data, simplify bid management, and unify reporting across different ad networks.
Tools like SEMrush PPC Toolkit and Optmyzr allow marketers to manage campaigns from a single interface, facilitating efficient campaign setup, monitoring, and optimization. These platforms offer features such as automated bidding strategies, ad scheduling, and performance analytics that help marketers achieve consistent performance across diverse advertising channels.
Moreover, cross-platform PPC tools enable seamless integration with third-party analytics platforms and CRM systems, allowing for deeper insights into customer behavior and attribution modeling. This integration enhances campaign targeting capabilities and lets marketers personalize ad experiences based on user preferences and interactions across multiple touchpoints.
By leveraging cross-platform PPC management tools, marketers can allocate budgets, optimize ad placements, and synchronize messaging strategies across different platforms. This holistic approach enhances campaign efficiency and scalability and ensures cohesive brand messaging and ROI-driven outcomes in digital advertising.
PPC Optimization Tools
PPC optimization tools help you improve your results over time and perform recurring maintenance tasks in less time.
11. PPC Entourage
Dedicated wholly to Amazon Ads, PPC Entourage makes it easier to manage ads in bulk. It also offers reporting tools that make it easier to see which campaigns and SKUs are more profitable so you can funnel more of your budget to them.
12. WordStream
As the name suggests, WordStream’s Google Ads Performance Grader is one of the leading PPC marketing tools for optimizing your Google campaigns. It offers insights on everything from your ad quality score to negative keywords so that you can improve your campaign results a little at a time.
13. Adalysis
Although it’s one of the pricier PPC tools, Adalysis offers a wealth of solutions in one package. For instance, the platform helps automate tests and offers optimization recommendations on everything from your ad copy to bidding that can be implemented in just a few clicks.
Advanced Strategies for PPC Automation
PPC automation has become indispensable for managing complex ad campaigns efficiently. Automation tools like Optmyzr and PPC Entourage leverage AI-powered algorithms to streamline bid management, optimize ad spend, and enhance overall campaign performance across platforms like Google Ads, Microsoft Advertising, and Amazon PPC. These tools offer features that automate tedious tasks such as keyword bidding adjustments and ad performance monitoring, allowing marketers to focus more on strategic decisions rather than manual optimizations.
By integrating AI in PPC management, marketers can achieve higher ROI through predictive analytics and real-time insights into campaign metrics. AI-powered tools analyze vast amounts of data to identify trends, predict consumer behavior, and recommend optimizations that align with business objectives. This By integrating AI in PPC management, marketers can achieve higher ROI through predictive analytics and real-time insights into campaign metrics. AI-powered tools analyze vast amounts of data to identify trends, predict consumer behavior, and recommend optimizations that align with business objectives. This By integrating AI in PPC management, marketers can achieve higher ROI through predictive analytics and real-time insights into campaign metrics. AI-powered tools analyze vast amounts of data to identify trends, predict consumer behavior, and recommend optimizations that align with business objectives. This improves the efficiency of PPC campaigns and ensures that ad spend is allocated effectively across different channels.
Moreover, automation features in PPC software enable continuous optimization based on performance data, ensuring campaigns remain competitive and adaptive in dynamic digital advertising environments. Marketers can implement advanced bidding strategies, conduct competitor research, and leverage comprehensive PPC management platforms to stay ahead of the curve in digital marketing.
Integrating AI in PPC Management
The integration of artificial intelligence (AI) into PPC management revolutionizes how marketers optimize their campaigns for maximum effectiveness and efficiency. AI-powered PPC tools, such as Adalysis and WordStream’s Performance Grader, go beyond traditional bid management and ad optimization by using machine learning algorithms to analyze vast datasets and predict optimal bidding strategies.
These tools help marketers automate routine tasks like keyword research, ad copy testing, and budget allocation across various digital advertising platforms like Google Ads and Facebook Ads. By harnessing AI, marketers can uncover actionable insights from campaign data, refine targeting parameters, and optimize ad creatives to enhance click-through rates and conversion rates.
Furthermore, AI-driven PPC software platforms offer advanced features such as predictive analytics, forecasting future trends, and consumer behavior patterns. This capability enables marketers to preemptively adjust their PPC strategies in real-time, ensuring campaigns are always aligned with changing market dynamics and customer preferences.
In essence, integrating AI in PPC management improves campaign performance metrics and frees up time for marketers to focus on strategic initiatives and creative aspects of digital advertising. It represents a significant leap forward in optimizing PPC campaigns for better ROI and long-term success in digital marketing.
Get Help with Your PPC Management
While PPC tools can be helpful, you still need to have specialized training to use many of them effectively. If you’re not getting the results you want or don’t have the time to devote to PPC management and optimization, an experienced PPC agency can help. Request a complimentary consultation to get started.
