But you need the best pay-per-click tools to implement an effective strategy and achieve a high return.
In this guide, we’ll discuss the best PPC tools for running successful ad campaigns.
But first, some quick background.
PPC tools are software applications that help marketers create, manage, analyze, and optimize their pay-per-click advertising campaigns.
Like Google Search ads:
Different PPC tools can specialize in various aspects of running an ad campaign, including:
Keyword research: Identifying the most effective keywords for your ads
Competitive analysis: Understanding your competitors’ strategies
Ad creation: Designing compelling ad content
Campaign management: Overseeing, adjusting, and optimizing your ad campaigns
Automation: Using software to automatically handle certain tasks (e.g., bidding)
Performance tracking: Monitoring your ads’ success
PPC marketing tools streamline the process of running pay-per-click ads. Making it more efficient and effective.
Here are some of the specific reasons why they’re important:
They automate complex tasks to save you time and minimize errors
They provide insights into market trends and competitors’ strategies
They help you create and manage campaigns more efficiently
They enable real-time performance tracking, so you can make adjustments for better results
They help you better manage your budget
There are tons of different pay-per-click tools.
We’ve listed these PPC marketing tools under two broad categories:
1. Google-Focused PPC Tools
2. Amazon-Focused PPC Tools
These PPC tools allow you to maximize the effectiveness of your Google PPC ads.
They offer features for keyword discovery, competitive analysis, ad creation, bid management, detailed analytics, and more.
Here are some of the most popular Google PPC tools:
1. Advertising Research
Semrush’s Advertising Research tool allows you to analyze your competitors’ Google ad strategies.
It provides insight into your competitors’ ad keywords and ad copy.
Open the tool, enter a competitor domain that you want to research, and click “Search.”
You’ll then see an overview of that competitor’s total number of paid keywords driving users to their site, their estimated traffic from paid search, and their estimated traffic cost in the “Positions” tab.
Next, go to the “Ads Copies” tab to see your competitors’ actual ad copy and the corresponding keywords.
You can also change the date to see campaigns that were run in previous months. The tool allows you to access historical data dating back to 2012.
Advertising Research also lets you see:
How your competitors’ paid search rankings have changed over time
Who else is bidding on those keywords (meaning who’s willing to pay a certain amount to target those keywords in their ads)
The landing pages your competitors’ ads were driving traffic to
These insights can help you shape and refine your own PPC campaigns.
What it’s best for: Competitive analyses
Key Features of Advertising Research
Budget and traffic estimates: Evaluate your competitors’ advertising costs and traffic to understand their PPC investment and results
Historical data: Access and analyze historical data to track your competitors’ advertising strategies over time
Ad copy analysis: Break down your competitors’ ad copy to understand their messaging strategy
Keyword analysis: Find out which keywords your competitors are using and gain an understanding of their keyword strategy and its effectiveness
Pricing
You can sign up for a free account to get limited access. Paid plans start at $139.95 per month (save up to 17% by choosing annual billing). Which includes the entire suite of 55+ tools.
You can also check out our full pricing details.
2. Keyword Magic Tool
Semrush’s Keyword Magic Tool provides keyword suggestions (ideas for new keywords you could target). And additional information such as:
Monthly search volume: The estimated number of searches for a particular keyword in a month
Competitive density: An estimate of the level of competition in Google Ads for a particular keyword
Cost per click (CPC): The average amount advertisers pay for a click on their ads
This PPC keyword research tool helps you manage, optimize, and expand your keyword lists to use in PPC campaigns.
You can identify cost-effective keywords, understand their search intent (the reason behind searchers’ queries), and analyze their search trends.
Open the tool, enter your seed keyword (a broad search term related to your business) into the search bar, choose a country, and click “Search.”
You’ll see a list of keywords. Use the match modifiers (highlighted below) and filters to refine your results.
Select relevant keywords by checking the boxes and clicking “+ Add to keyword list” to export them to Keyword Strategy Builder.
Keyword Strategy Builder stores all your keywords in one place. And allows you to generate keyword clusters (groups of highly similar search terms) you can build your campaigns around.
What it’s best for: Keyword research
Key Features of Keyword Magic Tool
Vast keyword database: Draw from a database of over 25 billion keywords to find the best keywords for your campaigns
Export and integration: Export your selected keywords to Keyword Strategy Builder or as CSV or XLSX files for seamless integration with your existing processes
Advanced filtering: Use advanced filters to sort by search volume, CPC, competitive density, and more
Keyword grouping: Explore keyword groups and subgroups to find more specific and relevant terms (see the screenshot below)
Further reading: Advanced Keyword Research with Semrush (ft. Keyword Magic Tool)
Pricing
You can sign up for a free account to get limited access. Paid plans start at $139.95 per month (save up to 17% by choosing annual billing). Which includes the entire suite of 55+ tools.
And you can take a look at our full pricing details.
3. Ads Launch Assistant
The Ads Launch Assistant app uses Semrush data and the power of AI to help you quickly create, launch, and evaluate PPC campaigns.
The tool has a user-friendly interface that makes it suitable for complete beginners. And it eliminates the need for doing lengthy keyword research in advance.
Get started by entering your business’s name, website, preferred language, and location.
If you already have some keywords in mind, enter them in the space provided. Otherwise, select “Generate keyword themes” to let the tool handle it for you.
The tool will then provide keyword ideas to choose from.
Once you’ve made your selections, click “Generate headlines and descriptions.”
The tool will come up with five headlines and four descriptions. Edit them to suit your needs or click the button again to generate new ideas.
And take a look at the preview to get a sense of what your ads may look like.
From there, set your budget and launch your campaign.
What it’s best for: Rapid campaign creation
Key Features of Ads Launch Assistant
Google Ads integration: Launch PPC campaigns effortlessly without ever leaving the app
Multiple campaign setups: Choose between a beginner-friendly option and one that offers more precision for advanced users
Holistic dashboard: View all campaigns and their metrics in a single view
Import option: Automatically import business information from your Google Business Profile
Advanced reporting: See detailed performance breakdowns revealing which search terms have the greatest impact
Pricing
Ads Launch Assistant is free to use.
4. Ad Assistant
Ad Assistant sends real-time alerts about your ad accounts and campaigns. To help you monitor your PPC campaigns at all times.
It saves time in investigating issues. And helps you monitor ad performance and optimize campaigns faster.
You can create custom alerts that will keep you informed of whether your campaign is underperforming, when you’ve reached a milestone, whether there are errors you need to address, and more.
You’ll see these alerts in the Alerts Log.
The tool is especially great for agencies that handle ad accounts for multiple clients.
What it’s best for: Campaign monitoring
Key Features of Ad Assistant
Cross-platform control: Manage your ads across multiple platforms. Including Google, Microsoft, Facebook, Instagram, TikTok, and X (formerly Twitter)
Forecast detection: Get predictions about your accounts’ future performance
Landing page alert: Identify when your campaign experiences a broken landing page to take immediate action
Pricing
You can try this tool for free with a seven-day trial. After that, it costs $129 per month.
5. AI Writing Assistant
The AI Writing Assistant app helps you create data-driven, high-converting ad copy. All written by AI.
To find the Google Ads headline and description generators, go to the tool, click “All Tools,” and enter “google ads” into the search bar.
Click on the tool you want, fill out the fields, and hit “Generate.”
You’ll have your written ad copy in seconds.
What it’s best for: Ad copywriting
Key Features of AI Writing Assistant:
Lightning-fast ad copy: Make just a few clicks to generate copy for your Google Ads
Machine learning functionality: Draw on billions of ads to ensure the tool generates the most persuasive copy for your business
75+ preset prompts (aka tools): Browse a wide selection of tools to generate any kind of copy your marketing and advertising plans require
Pricing
There’s a free seven-day trial. Paid plans start at $25 per month.
6. Position Tracking
Position Tracking monitors your website’s daily rankings for a custom set of target keywords. Including the ones you’re bidding on for your Google PPC ads.
It also helps you monitor your competitors’ positions.
To start tracking your PPC keywords, open the tool and follow our detailed instructions on setting it up.
Once it’s configured, you’ll see the main dashboard.
To see data related to the keywords you’re bidding on in your PPC campaigns, click the settings icon in the top right corner and select “Google Ads” under “Type.”
Navigate to the “Overview” tab and scroll down to see a snapshot of which keywords your ads are showing for and which positions they’re in.
What it’s best for: Monitoring paid keyword rankings
Key Features of Position Tracking
Local tracking: Monitor performance to optimize your PPC campaigns for local search
Custom notes: Add personalized notes to document specific changes applied to your PPC campaigns
Powerful reporting: Schedule daily, weekly, or monthly reports to be automatically sent to your, your clients’, or your coworkers’ inboxes
Pricing
You can sign up for a free account to get limited access. Paid plans start at $139.95 per month (save up to 17% by choosing annual billing). Which includes the entire suite of 55+ tools.
Check out our full pricing details.
7. Keyword Planner
Keyword Planner is a free pay-per-click tool from Google Ads that generates keyword ideas based on the search term(s) you enter.
It helps you discover new, relevant keywords for your business.
You’ll find key metrics such as search volume, competition level, and bid range for each keyword.
Here’s a taste of what it looks like:
The tool also provides forecasts of expected conversions, clicks, impressions, etc. Which can help you anticipate how your ads for those keywords might perform.
What it’s best for: Keyword research and grouping
Key Features of Keyword Planner
Keyword bid estimates: Learn what you might expect to pay for ad clicks
Localized results: See keyword data for a specified geographic location
Ad group ideas: Get ad groups suggestions based on your keywords to better organize your ads
Add keywords to existing campaigns: Streamline your workflow by directly adding the discovered keywords to your existing Google Ads campaigns
Pricing
Keyword Planner is free.
8. Google Ads Editor
Google Ads Editor enables advertisers to manage their campaigns using a desktop application. So they can work offline.
You can use this tool to review specific campaigns and the keywords used in those campaigns.
And it allows you to make bulk changes (like adjusting bids, adding keywords, and editing ad text). After making changes offline, you can upload them to Google Ads to implement them.
Here’s the Google Ads Editor dashboard:
It reduces the need to log in to a web browser to stay on top of your ads.
What it’s best for: Bulk campaign management
Key Features of Google Ads Editor
Bulk editing: Make large-scale edits quickly across your campaigns
Performance review: Download and view performance statistics for your campaigns, ad groups, and keywords for a specified date range
Import and export: Import and export files to share proposals or make changes to an account
You can see who’s advertising and what ads they’re running.
This tool is useful for researching your competitors’ advertising strategies. And gaining inspiration for your own campaigns.
What it’s best for: Gaining inspiration
Key Features of Google Ads Transparency Center
Ad content preview: See any copy, images, text, and videos used
Ad history: View ads an advertiser has run through Google as far back as May 31, 2018. To see changes in their advertising approach over time.
Regional selection: Filter ads by country to see how campaigns differ across regions
Pricing
The Google Ads Transparency Center is free.
10. Looker Studio
Looker Studio (previously Google Data Studio) can be used to create fully customized dashboards and reports using your PPC data. To visualize your performance and share insights with your team or clients.
Once you connect your Google Ads account to Looker Studio, you can use a variety of charts, graphs, tables, etc. to display your data.
For example, you might create a high-level dashboard showing your daily ad spend, click-through rates, and conversions across different campaigns. To give you an overview of your PPC performance at a glance.
Here’s a sample Looker Studio report:
You can also set up a schedule to automatically deliver reports to key stakeholders at the interval you specify.
What it’s best for: Data visualization
Key Features of Google Looker Studio
Data connectors: Easily import data from Google Ads, Google Analytics, and other sources for a more holistic report
Customizable options: Design reports that fit your specific needs and branding
Automatic updates: See the latest data by setting data to refresh at your chosen interval
Collaboration tools: Share reports with team members and set different access levels for seamless teamwork and client communication
Pricing
Looker Studio is free.
11. AdEspresso
AdEspresso simplifies campaign management. By allowing you to create, analyze, and optimize campaigns for Google Ads.
It’s a popular PPC management tool because of its split testing feature. Which allows you to experiment with different ad variations to find the most effective messaging for your campaigns.
Here’s AdEspresso’s Google Ads dashboard:
Image Source: AdEspresso
AdEspresso also supports Facebook and Instagram ads.
What it’s best for: Split testing and ad optimization
Key Features of AdEspresso
Analytics and reporting: Get detailed analytics and custom reports on your ad performance
Asset manager: Store and manage your ad images and copy in one place
Campaign approvals: Share a link with your team or clients to get feedback and approval
Campaign review: Get a 10-minute video review of your campaign from an expert to improve performance
One-on-one coaching: Book a one-hour session with an expert to get personalized advice on your advertising strategy
Pricing
Plans start at $49 per month.
12. Adzooma
Adzooma helps you create, manage, and analyze ad campaigns from one place. And it’s a popular PPC optimization tool thanks to its automation features.
Adzooma includes a simple rule builder (a tool for creating automation rules without coding). And it offers several premade templates to speed things up.
The platform also analyzes campaign data and suggests improvements.
Image Source: Adzooma
What it’s best for: Automating ad-related tasks
Key Features of Adzooma
Intelligent recommendations (Opportunities): Receive regular recommendations to improve your ad performance
Automation: Set rules to automate tasks like bid adjustments, pausing ads, and receiving alerts
Google Analytics integration: Sync with Google Analytics for website-specific data
PPC performance score: Get a high-level score to see how well-optimized your campaigns are
Pricing
This is a freemium tool. Paid plans start at $69 per month.
13. Marin Software
Marin Software offers MarinOne, a platform that allows you to identify growth opportunities. By analyzing campaign data and suggesting improvements.
Its automation capabilities enable you to set up performance alerts and adjust budgets.
The PPC tool can also forecast conversion and revenue numbers. To help you adjust as needed.
And you can build dashboards to meet your specific needs:
Image Source: Marin Software
Marin Software also supports other advertising platforms. Including Bing, Amazon, and Instagram.
What it’s best for: Forecasting performance
Key Features of Marin Software
Automate tasks: Automate bid and budget adjustments according to your specifications
Unified reporting: See performance data from across publishers
Managed services: Get expert assistance for managing and optimizing your ad campaigns
Pricing
Plans start at $500 per month.
These PPC tools are specifically designed to help with keyword research, bid management, and ad campaign optimization tailored to the Amazon Marketplace.
Here are two popular Amazon PPC tools:
14. Ecommerce Keyword Analytics
The Ecommerce Keyword Analytics app provides insight into the most popular terms users search across major online retailers—including Amazon.
The tool is useful for finding search terms to include in your product listings. But it can also help you determine which terms to use for paid campaigns.
To get started, enter a broad term related to your products. And click “Search.”
Go to the “Related Keywords” tab. And look for some more specific terms that are relevant to your brand.
Make note of ones you’re interested in and click one of them in the table
Click the drop-down next to “Online Retail” and set it to display only results for “amazon.com.” Then, enter up to three of the other terms you’re interested in and click “Compare.”
You can now compare Amazon-specific metrics like clicks, the number of searches (Search Requests), etc., for these terms over the last six months.
Pay particular attention to the “Conversions” tab. Because a high percentage indicates those users are motivated to place an order.
This can help you identify valuable keywords to use in your Amazon campaigns.
What it’s best for: Finding Amazon-specific keywords
Key Features of Ecommerce Keyword Analytics
Compare terms: Evaluate up to four search terms at a time
View historical data: See how metrics are changing to find evergreen, seasonal, and growing terms
Find audience-specific insights: Use the drop-downs at the top to filter by location, gender, age, and more
Pricing
There’s a free seven-day trial. After that, the app is $19.99 per month.
15. SellerApp
SellerApp provides insights into your overall Amazon business and has a dedicated PPC optimization tool.
The PPC tool helps you identify optimization opportunities with AI suggestions. And automates making certain improvements based on rules you set.
Image Source: SellerApp
And you can make bulk campaign changes all at once.
What it’s best for: Amazon PPC campaign optimization
Key Features of SellerApp
Rule-based automation: Automate your campaigns using a rule-based system. Which takes the guesswork out of adjusting bids and other elements.
Keyword harvesting: Manage your Amazon PPC campaigns better by finding top-converting keywords
Negative keyword optimization: Reduce wasted ad spend by preventing your PPC campaigns from appearing for irrelevant phrases
Managed PPC services: Get help from Amazon PPC experts
Pricing
This is a freemium tool. Paid plans start at $99 per month.
Step Up Your PPC Campaigns
PPC ads deliver quick results.
But only if you know how to plan, manage, and optimize your campaigns efficiently. And for that, you need the right PPC marketing tools.
It’s a good idea to get started with something that helps you dig into your competitors’ strategies—like Advertising Research.
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