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37 PPC Tools to Increase your Visibility and Revenue in 2022
See our list of the best PPC tools and get more value from your advertising efforts.
Did you know that 45% of businesses use PPC advertising to promote their products and services? What’s more, during a survey, 30% of marketers chose PPC as their most valuable source of leads.
With numbers like this, advertisers need to find a competitive edge to set themselves apart from the competition and drive more qualified visitors and leads.
Access to the right PPC tools is usually a good place to start and can make a world of difference in how you manage your PPC campaigns.
Choosing the right tool can be a complex process, with many options to consider. Especially if you don’t know what you’re looking for or what features you need.
To help you rise to the challenge, we’ve compiled a list of the most powerful PPC tools and put them all together in this handy, easy-to-read guide.
From monitoring and analysing the performance of your ads to tracking your most profitable keywords, each of these tools will provide you with the competitive edge you need to stand out.
For this article, we’ll discuss:
💡 Pro Tip
Ruler Analytics makes it easy to align your PPC campaigns and revenue. It tracks data on a visitor level, allowing you to successfully attribute leads and marketing-generated revenue across multiple campaigns, ads, keywords and more.
How Ruler improves your PPC performance
Essentially, PPC software allows you to better manage and analyse your advertising campaigns.
While there are many different PPC tools, most share the same goal. That is to help you reduce costs and create maximum ROI for your online advertising efforts.
Generally, PPC tools fall under the following categories but aren’t limited to:
Attribution and analytics: Essential to running successful paid campaigns. Attribution and analytics tools help you measure the performance of your ads and provide insights to help with budget allocation.
➡ Get access to key insights with the marketing attribution and reporting analysis
Related: PPC reporting tools you need in 2022
There’s a lot to consider when shopping for the right PPC tool. It’s important to remember that every campaign is unique. So, you may find some tools will work better than others.
Below, we’ve listed some factors that you can take into consideration and use to help find the right tool for your PPC campaigns.
There isn’t a one-size-fits-all tool when it comes to building and measuring the success of your PPC campaigns. To help make things easier, we’ve grouped all the tools in this list by category.
Listing the tools this way will help you identify what features you need to help improve your PPC performance. We’ve provided a mixture of tools to suit a range of budgets.
Without further ado, let’s get stuck in.
FYI. We’ve not included any Google, Bing or Facebook-owned products in this list as these are standard measuring tools that you should already be using.
With analytics and attribution tools, you can monitor and extract actionable data to uncover important insights and trends to improve campaign performance. Below is a list of analytics tools to help you get started.
Ruler Analytics is an easy-to-use marketing attribution tool that enables businesses to get the full picture of their customer journeys. It’s perfect for those looking to demonstrate the impact of their PPC campaigns on revenue generation.
Ruler works by tracking each and every visitor over multiple sessions, traffic sources, ads, keywords and more. When a visitor converts into a lead, their information is sent to the Ruler database and matched with their marketing touchpoints to create a customer journey.
Related: How to view full customer journeys with Ruler
Ruler works with 1000+ products and can send your customer journey and conversion data into your Google Ads, Analytics, CRM and other existing platforms. This allows you to get a bigger picture of your marketing and sales pipeline and pinpoint which online sources drive the most qualified leads.
When a sale is closed into revenue, Ruler will send this data into Google Ads and Analytics, allowing you to report on real sales and revenue against your campaigns, ads and keywords.
Related: How Ruler attributes revenue to your marketing
Our tool includes many features that help you dig into and better understand your customer journeys, from awareness to acquisition.
Pricing for Ruler starts at £199 a month, with plans based on features and number of website visitors. You can save 20% by paying annually and there are special rates for agency partners.
💡 Pro Tip
Want more information on Ruler and the services we offer? Book a demo to see Ruler in action and learn how it can help evidence your marketing’s impact on revenue.
Book a free demo of Ruler
Adinton tracks your ad spend, clicks, and conversions, and then reports back on how effective each ad was with information on whether you under or over-invested in various campaigns.
Price: From $79/month
Features: Offline tracking, bid management, click fraud, audience manager, API, TV attribution and customer intelligence.
Attribution App is a multi-touch solution that allows companies to track and analyse their return on ad spend by channel. It pulls cost data from all major ad platforms, allowing you to correlate spend to specific users and/or accounts.
Related: Best Attribution App alternatives for 2022
Price: Available on request
Features: Dashboards and reporting, retargeting attribution, fraud detection, unistalls reporting.
Oribi is an all-in-one analytics and attribution tool, and a good alternative to Google Analytics. It lets you view different customer journeys and helps you optimise your ad campaigns and acquisition strategies.
Price: $300
Features: Event tracking, marketing channel analysis, visitor journeys, reports, marketing attribution
PPC campaign and bidding management tools automate many of the time-consuming tasks and can provide insights that help agencies and marketers maximise the ROI of their ad campaigns. Browse our recommendations below.
Acquisio’s top feature is Acquisio Turing, a bid and budget management tool that helps agencies use 100% of clients’ ad budgets 100% of the time. Acquisio Turing uses fast and advanced optimisation techniques that increase clicks and conversions while keeping you from ever overspending or underspending.
Price: $199-$1899
Features: activity dashboard, display advertising, multi-account management, multi-channel management, page view tracking and more.
Another PPC campaign management tool. One of the most interesting features of adCore is that its keyword tool generates suggestions based on a website’s content. This is an excellent feature for new and potential clients. Instead of spending hours determining what keywords to use, simply plug in the client’s web address and get a list of recommendations automatically.
Price: Starting from $99/month
Features: Campaign management, goal tracking, keyword analysis, multiple site management and more.
Founded by two former Google employees, Adhawk pulls data from all your paid campaigns and displays it in one easy-to-understand dashboard. Adhawk analyses your data to provide you with recommendations on how to improve your performance and get more out more for your budget.
Price: From $125-$400/month
Features: campaign management, channel management, conversion tracking, keyword tracking, lead management, task management and more.
All the tools you need to make paid advertising faster and more effective. Adzooma connects your Google, Facebook and Microsoft data and lets you optimise the performance in one place. It has a rule-based automation feature so you can put an end to tedious manual tasks.
Price: Starting from $49/month
Features: campaign management, channel management, conversion tracking, keyword tracking, lead management, multi-campaign management, task management and more.
Managing your ads is easy with AdEspresso. Create and optimise Facebook, Instagram and Google campaigns in one single platform. AdEspresso will analyse your Facebook campaigns and provide tips on how to get more from your advertising efforts.
Price: Starting from $49/month
Features: campaign approvals, campaign optimisation, data sync, grid composer and more.
Captivise is an easy-to-use PPC management software, developed by an award-winning digital marketing agency, for real-world use on Google Ads Campaigns. Their aim was to create a simple, yet effective bid management app focused on maximising profitability and ROI, by ensuring the correct CPC is used to achieve this.
Price: Free
Features: Conversion tracking diagnosis tool, keyword-level adjustments, PPC management and more.
Cobiro is an automated, self-learning Google advertising and shopping optimiser. Based on your performance data, Cobiro’s AI-driven bid management tool will automatically adjust your bids so that you can drive more clicks and gain more exposure.
Price: $0-25 /month
Features: AI-powered targeting, bidding management, multi-channel management, multi-device management and more.
Marin provides a solution for agencies who need to track more than just PPC ads. The system provides tracking for search, social, and display ads, allowing agencies to track all different ad types for their clients to determine which perform best. Marin also supports PPC advertising on Google, Bing, Yahoo, and Baidu.
Price: Starting $499 /month
Features: audience targeting, configurable executive dashboards, multi-event conversion, predictive bidding and more.
Outbrain is a native advertising platform that connects marketers with their target audience. It uses behavioral data and targeted advertising to recommend articles, blog posts or videos to online users.
Price: Starting $20 /one time
Features: a/b testing, campaign management, channel management, lead generation software, marketing analytics and more.
Spaceboost is an AI-powered tool that allows Google and Bing advertisers to increase the profitability of their search and shopping campaigns. Spaceboost helps advertisers turn their data into autonomous, powerful, and profitable ad campaigns on Google and Bing.
Price: Starting $0-$189+
Features: a/b testing, auditing, bid management, budget management, campaign management, channel management and more.
WordStream Advisor has the basic features agencies need, supporting unlimited users and providing segregation for tracking different client accounts. The tool’s best features are keyword research and ad scoring, which save time and boost ROI. The only downside is that it only supports Google, Bing, and Facebook ads.
Price: Starting $229/month
Features: A/B testing, campaign management, channel management, contact discovery, lead generation and more.
Using competitor research tools to spy on your competition is a great way to boost the performance of your campaigns and stay up-to-date with the latest trends. Below is a list of competitor research tools to help you get started.
Adbeat provides competitive monitoring so that you can view any advertiser’s media buying strategy. Reveal successful traffic sources and placements that are already working for other advertisers in your industry. Drill down by country or device and find out which ad networks send the most profitable traffic before investing any ad spend.
Price: Starting $249/month
Features: Custom reporting, multi-platform, multi-network and more.
Anyone who knows me personally will be well aware of my love for Ahrefs. So, it would be weird if I didn’t add this tool to the list. Despite being recognised as an SEO tool, Ahrefs also has a lot of PPC functionality to offer. Ahrefs has a full suite of robust PPC features, from keyword research to competitor insights.
Price: Starting $99/month
Features: Competitor analysis, keyword research, mobile search tracking and more.
iSpionage is a free competitor research tool that displays your competitors’ most profitable keywords, ad copy and landing pages. iSpionage has a free version available, and with that, you receive 10 free competitive reports per day and online marketing tips.
Price: Starting $59/month
Features: Competitor budget, competitor keyword lists, competitor website monitoring, mobile search tracking and more.
SEMrush is best used in conjunction with another PPC automation tool, but it’s worth considering because it allows you to perform competitive research on ads. Find out what keywords your clients’ competitors are targeting, and how much they’re spending, to create ads that outperform the competition.
Price: Starting $59/month
Features: Brand monitoring, competitor keyword lists, competitor website monitoring, position tracking and more.
SimilarWeb is another competitor research tool that has a free version available. With SimilarWeb, you can benchmark your results against your competitors and identify new emerging trends and opportunities.
Price: Starting from $0/month
Features: Competitor analysis, keyword analysis, mobile app data, multiple users and more.
With SpyFu, you can download your competitor’s most profitable keywords and ads for paid and organic search. With the PPC competitor research tool, you can see how many clicks your competitors receive and how much they pay for each keyword.
Price: Starting from $0/month
Features: Competitor analysis, data exports, keyword analysis and more.
Target the right keywords and you can get your ads in front of a profitable audience. PPC keyword tools offer an easy solution to optimise paid search campaigns. Below you will find a list of keyword tools to help you get started.
Keyword In allows you to combine your search terms “the easy way”. Enter your seed keywords, and within seconds you will receive a long list of potential keyword ideas. It also allows you to experiment with match type – including broad, phrase and exact.
Price: Free
Features: Match type – Broad, Phrase, Exact.
KeywordSpy is another research tool that allows you to identify what keywords and ads drive the most profits for your competitors. With KeywordSpy, you can build an on-going list of keywords by accessing a huge database of related search terms.
Price: Starting from £89/month
Features: 127-million keywords, competitor analysis, ROI indicator and more.
This tool works the same as Keyword In, which we touched upon earlier. Enter your keywords into Mergewords to create as many search term combinations as possible. Bit off topic, but if you wear multiple marketing hats, then you can use this tool to find guest blog opportunities.
Price: Free
Features: Keyword merger – domaining, link building, Google ads.
Self-declared as ‘the best FREE alternative to the Keyword Planner’. Wordtracker is a keyword tool that allows you to identify which search terms your competitors are targeting. It’s a Chrome extension, so there’s no need to sign up. Use it on the go as you navigate around the web.
Price: Starting from $27/month
Features: Keyword research, competition metrics and more.
Ubersuggest is a free keyword tool that shows the search volume, CPC and the competition of any search term. The keyword data is pulled from Google Analytics and Search Console, so each suggestion you uncover is completely credible.
Price: Free
Features: Average CPC, competitive intelligence, paid keyword difficulty and more.
Having the ability to build custom landing pages allows you to create a stronger relevance between your advertisements and proposition. Which in turn, helps generate a higher conversion rate. Take a look at some of our favourite landing page tools below.
Create personalised, mobile-responsive landing pages in minutes with Instapage. Seamlessly integrate with your entire marketing stack for accurate attribution and lead nurturing. 90+ customisable templates to choose from – no developer required.
Price: Starting from $69/month
Features: a/b testing, behavioral mapping, drag and drop, form creation, real time editing and more.
Create dedicated landing pages without the need to hire outside help. Leadpages provides 200+ mobile-responsive, high-converting landing page templates. It’s code free and supports drag-and-drop customisations.
Price: Starting from $19/month
Features: a/b testing, drag and drop, form creation, real time editing and more.
Unbounce helps agencies build personalised and custom landing pages that can be used for PPC campaigns. Instead of sending users to a sales page that may or may not have the information they’re looking for, create individual landing pages for each PPC campaign that are targeted and personalised to boost conversions.
Price: Starting from $79/month
Features: a/b testing, drag and drop, form creation, real time editing and more.
Optimising PPC campaigns isn’t easy. With the right PPC Optimisation tools, you can increase productivity and drive more revenue. Take a look at our recommendations below.
Tenscores is an in-depth optimisation tool which helps improve your quality score and reduces acquisition costs. Discover which campaigns and ad groups have the lowest-performing ads, and fix structure problems with Tenscores unique AI-powered regrouping feature.
Price: Starting from $25/month
Features: quality score analysis and more.
Webtrends Optimize is a testing and personalisation platform that uses conversion rate optimisation tools to allow you to create custom reports and drive better visitor experiences on your website.
Price: Starting from $25/month
Features: a/b testing, conversion goal, multivariate testing and more.
PPC management made smarter. With Optmyzr, you can automatically build campaigns and optimise performance with suggestions based on the latest machine learning techniques. You can also share your data with fully customisable reporting.
Price: Starting from $25/month
Features: campaign, label, account level reporting and more.
With the right tools, there’s no more struggling to prove to your clients that PPC really does work and that there is a return on their investment. Let’s take a look at some options below.
Databox is an analytics and reporting software that pulls all of your data into one place so that you can easily track performance and identify important insights in real-time. Databox has a freemium option, which has more than enough features to help you get started.
Price: Starting from $49/month
Features: customisable dashboards, marketing and sales reports, performance metrics, predictive analytics and more.
If what you’re looking for is less of a PPC automation tool and more of a way to combine data from multiple platforms into a central report, NinjaCat may be the best solution. NinjaCat connects with more than 750 platforms and tools, using the data from all integrations to create comprehensive, white-labelled reports for clients.
Price: Available on request
Features: customisable dashboards, marketing and sales reports, performance metrics, predictive analytics and more.
Octoboard allows you to build business performance dashboards and reports for your startup, clients and marketing departments. Templates are available so you don’t have to create your reports from scratch, and they can be automated, so you don’t even have to remember to send them to your clients.
Price: Starting from €8/month
Features: automated reports, customisable dashboards, drag and drop, marketing and sales reports and more.
Reportgarden handles all aspects of client PPC management. Use it to manage and automate PPC accounts, create proposals for new clients, invoice existing clients, and manage approval’s. The software also has SEO tools for agencies who handle all types of search engine marketing campaigns.
Price: Starting from $250/month
Features: analytics, campaign management, conversion tracking, revenue management and more.
Tableau is a sophisticated analytics and visualization platform. With a few simple integrations, you can hook up your Google ads data to create data-rich dashboards which you can share with your colleagues and customers.
Price: Starting from $70/month
Features: customisable dashboard, drag and drop, forecasting, marketing and sales reports and more.
Whether you’re looking for a tool to analyse PPC performance, find additional keywords or create visually stunning landing pages, you must ensure that whatever software you choose contributes to your revenue growth.
For example, using a tool like Ruler, you track entire customer journeys and seamlessly connect revenue to your PPC campaigns, ads, keywords and more.
Such insight allows you to develop and create personalised marketing strategies for the highest possible ROI and ROAS.
Want more content to improve your PPC performance? Don’t forget to check out our guide on PPC lead generation and boost the performance of campaigns. Or, learn more on how Ruler can help improve your PPC performance.
