Precision, data-driven decisions, and automation are paramount if you’re to benefit from paid advertising. But you can’t get everything right on your own. That’s where pay-per-click tools come in.
If you choose the right tool, you can generate clicks, conversions, and growth. But there are plenty of tools to choose from which can leave you confused - you might risk making the wrong choice. That said, we researched hundreds of PPC tools and compiled a list of the absolute best.
Table of Contents
1. Semrush for PPC
Semrush’s PPC tool brings everything you need to run a successful PPC strategy under one roof.
This PPC software helps you analyze your competitors’ PPC campaigns, allowing you to peek at their ad copies, keywords, and landing pages. With Semrush, you can conduct keyword research to discover performing keywords along with data on search volume, competition level, and estimated cost per click. Plus, it gives you the option to refine your keyword list by eliminating duplicates and implementing cross-group negative keywords.
Key Features
- Ad campaign monitoring
- Ad copy and landing page analysis
- Budget planning
- Ad group organization
- Ad position tracking
- PLA research
Pros
- Comprehensive competitive insights
- Detailed keyword research and planning
- User-friendly interface
- Regular database updates
- Multi-functional
Cons
- A potential learning curve for beginners (the software comes with 40+ PPC features)
- Relatively expensive
- The free plan is rather limited feature-wise
Pricing
Users can choose one of the following Semrush pricing packages:
- Pro: $129.95 per month
- Guru: $249.95 a month
- Business: $499.95 monthly
You can try the Pro and Guru plans for free. If you’re interested in the Business plan, you can even get a custom quote. Opting for annual payments saves you 17% of the total price.
2. Ad Badger
Known as a premium Amazon PPC optimization app, Ad Badger not only manages your Amazon campaigns but it takes things a step further by enabling effortless automation and monitoring.
As such, it excels at helping Amazon sellers optimize their PPC campaigns while reducing ACOs, and ultimately, increasing sales.
Key Features
- Keyword optimization
- Bid management
- Negative keyword management
- Custom rule automation
- Reporting and analytics
- Competitor analysis
- Easy integrations
Pros
- Proven track record of success for Amazon PPC
- Automation
- Reporting
- Provides training
- Optimizes bids and cuts down costs
- Allows users to reclaim wasted ad spend
- Superb customer support
Cons
- Learning curve
- The price might be too steep for small business
- Works only for Amazon
Pricing
Ad Badger doesn’t disclose any information regarding pricing. They work with flexible payment options, so feel free to reach out to them and get a quote.
3. Free Google Ads Performance Grader by WordStream
The Free Google Ads Performance Grader is a tool that assesses the performance of your Google Ads account based on 17 key metrics. Not only does it give users invaluable insights into the performance of their PPC campaigns but also provides recommendations for improvement in case of any issues.
If you wish to amplify your efforts, you can even use the other tools WordStream offers - Facebook Ad Grader, Website Grader, and the Free Keyword Tool.
Key Features
- Account monitoring
- Competitor comparison
- Quality score analysis
- Ad spend analysis
- Performance tracker
- Mobile Optimization
Pros
- Free to use
- Provides a detailed breakdown of your Google Ads account performance
- Gives users actionable tips on score improvement
- Filters out irrelevant clicks with negative keywords
Cons
- Limited scope
- It may not always reflect the latest changes in Google Ads policies or algorithms
Pricing
Free.
4. SpyFu
SpyFu specializes in competitive analysis. It helps you spy on your competitors' PPC campaigns, uncovering their top-performing keywords and ad copy. By "spying" on your competitors, you gain critical data about their advertising strategies, which you can use to optimize your own campaigns.
Key Features
- Competitive analysis
- Top-performing keywords identification
Ad copy insights - Competitor’s ad spend and budget analysis
- PPC ad rank tracker
Pros
- User-friendly interface
- Generates custom reports
- Maintains an ad history database, allowing you to see how your competitors' ad campaigns have evolved over time
- Assists you in organizing and categorizing the keywords you discover from your competitors' campaigns
- Allows you to compare your own PPC performance against that of your competitor
Cons
- No dedicated plan exclusively designed for PPC
Pricing
You can choose one of the three pricing options:
- Basic: $16 a month billed annually or $39 a month billed monthly
- Professional: $36 a month billed annually or $39 for the first month and $79 every month thereafter billed monthly
- Team: $149 a month billed annually or $299 a month billed monthly
SpyFu also offers a 30-day money-back guarantee.
5. Google Ads
Google Ads (formerly AdWords) is the most widely used PPC platform, allowing you to create and manage PPC campaigns on Google's search engine and display network. It offers a robust set of tools for keyword research, ad creation, and performance tracking.
Key Features
- Paid keyword optimization
- Ad creation and editing
- Scheduling
- Bid settings
- Ad targeting
- Budget monitoring
- Campaign experiments
Pros
- Offline editing
- Integrates easily with Google Sheets, allowing efficient data management
- Offers a range of targeting options
- Different bidding strategies support ROI maximization
- Enables users to manage multiple accounts simultaneously
Cons
- Might be a challenge to use for beginners
Pricing
Free to use.
6. Microsoft Advertising Editor
Microsoft Advertising Editor helps advertisers efficiently manage their Microsoft Advertising (formerly known as Bing Ads) campaigns. It is a desktop application that allows advertisers to create, edit, and manage their advertising campaigns offline and then synchronize those changes with their online Microsoft Advertising accounts.
Enhanced with the Google Import tool, this PPC software allows seamless migration of existing Google Ad campaigns.
Key Features
- Campaign management
- Bulk editing
- Offline editing
- Advanced Targeting
- Keyword research
- Ad creation
- Bid management
- Import/export
Pros
- A versatile and efficient tool for managing ad campaigns
- Features designed to save time, enhance targeting options, and improve campaign performance
- Allows you to work on your advertising campaigns offline, enabling you to make changes and updates at your convenience
- Flexibility to set and adjust bids at different levels, from the campaign level down to individual keywords
- Allows you to import campaigns from other advertising platforms or export your Microsoft Advertising campaigns
- Multiple team members can collaborate on campaigns simultaneously
Cons
- It can have a steep learning curve for newcomers to the platform
- Potential bugs and stability issues
Pricing
Free.
7. AdEspresso
AdEspresso is a pay-per-click tool for managing and optimizing Facebook, Instagram, and Google ads. It offers split testing, ad scheduling, and reporting features to help you get the most out of your PPC campaigns. It aims to make it easier for businesses, digital marketers, and advertisers to create, manage, and optimize their ad campaigns.
Key Features
- Ad creation and A/B testing
Campaign management - Audience targeting
- Budget optimization
- Reporting and analytics
- Ad scheduling
- Creative collaboration
Pros
- Simplifies Facebook, Instagram, and Google ad campaign management
- Streamlines ad creation and A/B testing
- Offers advanced audience targeting options
- Provides in-depth reporting and analytics
- Facilitates budget optimization
- Supports ad scheduling and creative collaboration
- Offers educational resources through AdEspresso University
- Integrates with other marketing tools and platforms
Cons
- Creative collaboration is available only for advanced plans that come with a substantial price tag
Pricing
AdEspresso offers three paid plans:
- Starter: $49 a month
- Plus: $99 a month
- Enterprise: Starts at $259 a month
If you want to test the tool, you can also opt for a 14-day free trial.
8. Unbounce
Although not a PPC tool specifically, Unbounce is a platform designed to help marketers and businesses create custom landing pages quickly and easily. These landing pages are typically used in PPC campaigns to improve conversion rates, as they can be tailored to match the specific message and design of the ad campaign.
Key Features
- Drag-and-drop builder
- A/B testing
- Template library
- AI-powered
- Form Builder
- Integration
- Conversion tracking and analytics
- Mobile responsiveness
Pros
- User-friendly interface
- Provides a library of templates that are responsive and optimized for conversions
- Offers built-in A/B testing tools
- Integrates with various marketing and CRM tools, making it easier to streamline your PPC campaigns
Cons
- Some users find Unbounce to be relatively expensive
Pricing
The Unbounce pricing packages include:
- Launch: $99 a month
- Optimize: $145 a month
- Accelerate: $240 a month
- Concierge: Starting at $625 a month
A 14-day free trial is available for all these plans - except Concierge. If you decide to pay annually, you get the chance to save 25%.
Pay-per-Click Tools: Key Takeaways
PPC advertising is in a state of perpetual transformation. If you want to navigate it effortlessly, a PPC tool is a must. These tools help businesses and marketers maximize their online presence, reach their target audiences, and drive tangible results, so make sure you choose the right one.
If you need help choosing the right software or you’d rather have experts run your PPC campaigns, you can reach out to one of the best PPC agencies.
For a more niche approach, you can also hire:
Depending on the platform, you can also collaborate with:
If your business operates in China, check out these Baidu PPC agencies.
Pay-per-Click Tools FAQs
1. What is a PPC tool?
A pay-per-click tool is a software or platform used in digital advertising to manage, optimize, and track paid advertising campaigns. These tools assist advertisers in creating and monitoring ads, selecting keywords, setting budgets, and analyzing performance data to maximize the effectiveness of their online advertising efforts.
2. How to choose the best PPC software?
To make the right choice, consider your specific needs, budget, and goals. Look for tools that offer features like keyword research, ad creation, bid management, analytics, and integration with your advertising platforms. Read user reviews, compare pricing, and opt for a tool that aligns with your campaign objectives and provides excellent customer support.
3. Why do I need PPC tools?
You need PPC tools to efficiently manage and optimize your Pay-Per-Click advertising campaigns. These tools help you select keywords, create ads, monitor performance, and maximize ROI by automating tasks and providing valuable insights, ultimately saving time and improving campaign effectiveness.
