Top 12 PPC Tools: Enhancing Research, Automation, and Beyond

What Are PPC Tools?

PPC tools are software aids for optimizing pay-per-click advertising campaigns, offering features like bid management and keyword research to boost campaign performance and efficiency. They streamline processes and enhance ROI through insights and automation.

PPC ads deliver rapid results, yet optimal outcomes demand top-notch tools for strategy execution and high returns. This guide explores premier PPC tools essential for running successful ad campaigns, preceded by a brief overview.

What Are PPC Tools?

PPC tools are software applications designed to aid marketers in creating, managing, analyzing, and optimizing their pay-per-click advertising campaigns, such as Google search ads.

PPC tools can specialize in distinct areas of ad campaign management, encompassing:

  • Keyword research: Identifying optimal keywords for ads
  • Competitive analysis: Understanding rivals’ strategies
  • Ad creation: Crafting compelling ad content
  • Campaign management: Overseeing, adjusting, and optimizing campaigns
  • Automation: Utilizing software for task automation (e.g., bidding)
  • Performance tracking: Monitoring ad success

Why Are PPC Tools Important?

PPC marketing tools enhance the efficiency and effectiveness of running pay-per-click ads by:

  1. Automating complex tasks, saving time and reducing errors.
  2. Offering insights into market trends and competitors’ strategies.
  3. Facilitating efficient campaign creation and management.
  4. Enabling real-time performance tracking for prompt adjustments.
  5. Assisting in budget management.

Note: Not all PPC tools provide all these benefits.

12 Best Pay-Per-Click Tools

We’ve categorized the plethora of pay-per-click tools into two main groups:

  1. Google-Focused PPC Tools
  2. Amazon-Focused PPC Tools

Google-Focused PPC Tools

These PPC tools empower you to optimize the effectiveness of your Google PPC ads by providing features for keyword discovery, competitive analysis, ad creation, bid management, detailed analytics, and more. Here are some of the most popular ones:

1. Advertising Research

sem.co’s Advertising Research tool enables you to analyze your competitors’ Google ad strategies, offering insights into their ad keywords and ad copy. Simply open the tool, enter the domain of the competitor you wish 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, navigate to the “Ads Copies” tab to view your competitors’ actual ad copy along with the corresponding keywords.

You can also adjust the date to review campaigns from previous months. The tool provides access to historical data dating back to 2012.

Advertising Research also tracks changes in your competitors’ paid search rankings over time, identifies other advertisers bidding on those keywords, and reveals the landing pages associated with your competitors’ ads.

These insights are invaluable for shaping and refining your own PPC campaigns.

Key Features of Advertising Research

Budget and Traffic Estimates: Assess your competitors’ advertising costs and traffic to gauge their PPC investment and performance.
Historical Data: Utilize historical data to analyze your competitors’ advertising strategies evolution over time.
Ad Copy Analysis: Deconstruct your competitors’ ad copy to grasp their messaging tactics.
Keyword Analysis: Identify the keywords your competitors are leveraging and understand their effectiveness in strategy.

2. Keyword Magic Tool

Sem.co’s Keyword Magic Tool provides keyword suggestions, along with 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 an advertiser pays for a click on their ad.

This tool assists in managing, optimizing, and expanding your keyword lists for PPC campaigns. You can identify cost-effective keywords, understand search intent, and analyze search trends. Simply open the tool, enter your seed keyword (a broad term related to your business) into the search bar, select a country, and click “Search.”

You’ll find a list of keywords. Utilize the match modifiers (highlighted below) and filters to fine-tune your results.

Choose relevant keywords by selecting the checkboxes and then click “+ Add to keyword list” to export them to Keyword Manager.

Keyword Manager consolidates all your keywords into a single location, enabling you to generate keyword clusters, organize clusters in a mind map, and update metrics in real-time.

Key Features of Keyword Magic Tool

Vast Keyword Database: Access over 25 billion keywords to discover the most suitable ones for your campaigns.
Export and Integration: Seamlessly export chosen keywords to Keyword Manager or as CSV and XLSX files for integration with your current workflows.
Advanced Filtering: Employ advanced filters to sort by search volume, keyword difficulty, CPC, competitive density, and other parameters.
Keyword Grouping: Explore keyword groups and subgroups to identify more specific and relevant terms.

Pricing

You can register for a free account to gain limited access. Paid plans start at $129.95 per month (save up to 17% with annual billing), encompassing the complete suite of 55+ tools.

For detailed pricing information, please visit our full pricing details page.

3. Ad Assistant

Ad Assistant provides real-time alerts regarding your ad accounts and campaigns, aiding in continuous monitoring of your PPC campaigns.

It streamlines issue investigation, accelerates ad performance monitoring, and facilitates campaign optimization.

Custom alerts can be created to notify you of campaign underperformance, milestones reached, errors requiring attention, and more.

View these alerts conveniently in the Alerts Log.

The tool is particularly beneficial for agencies managing ad accounts for multiple clients.

Key Features of Ad Assistant

Cross-Platform Control: Effectively manage ads across various platforms, including Google, Microsoft, Facebook, Instagram, TikTok, and Twitter.

Forecast Detection: Receive predictions about your accounts’ future performance to make informed decisions.

Landing Page Alert: Quickly identify campaign issues such as broken landing pages to take immediate action.

Pricing

You can explore this tool with a complimentary seven-day trial. Following that, the subscription costs $129 per month.

4. AI Ad Copy Generator

The AI Ad Copy Generator app assists in crafting high-converting ad copies effortlessly. Simply input your webpage and a list of keywords to target, and the AI generates persuasive ad copy, headlines, and calls-to-action (CTAs) tailored for your Google Ads campaign. You’ll receive an email containing a downloadable file of your ad copies.

The benefit? No requirement for advertising expertise or prolonged A/B testing—the algorithm manages this process and produces a collection of intelligent, data-driven ad copy crafted by AI.

Key Features of AI Ad Copy Generator: 

Unlimited AI-generated ad copy: Generate effective copy for your Google Ads with just two clicks.
Machine learning built on billions of ads: Utilize advanced algorithms to ensure the creation of the most persuasive copy for your business.
Ad copy reviewed by a human: Enhance results with human review to refine and optimize ad copy further.

Pricing

You can kickstart with a free seven-day trial. Afterward, paid plans begin at $20 per month.

5. Position Tracking

Position Tracking keeps a close eye on your website’s daily rankings for a personalized selection of target keywords, including those you’re bidding on for your Google PPC ads. Additionally, it assists in monitoring your competitors’ positions.

To initiate tracking for your PPC keywords, simply open the tool and follow our comprehensive setup instructions.

Upon configuration, you’ll gain access to the main dashboard.

To access data associated with the keywords you’re bidding on in your PPC campaigns, click on the settings icon located in the top right corner. Then, select “Google Ads” under the “Type” section.

Navigate to the “Overview” tab and scroll down to view a snapshot of the keywords for which your ads are ranking and their respective positions.

Key Features of Position Tracking

Local Tracking: Easily identify local competitors to fine-tune your PPC campaigns for local search optimization.
Custom Notes: Document specific changes applied to your PPC campaigns by adding personalized notes.
Advanced Filters: Utilize specific tags for keywords within your ad groups to concentrate on particular aspects of your PPC campaigns.
Powerful Reporting: Schedule automatic daily, weekly, or monthly reports to be sent to your, your clients’, or your coworkers’ inboxes.

Pricing

You can register for a free account to access limited features. Paid plans start at $129.95 per month (save up to 17% with annual billing), encompassing the complete suite of 55+ tools.

6. Google Ads Keyword Planner

Keyword Planner, a free pay-per-click tool from Google Ads, generates keyword ideas based on your entered search term, aiding in the discovery of new, relevant keywords for your product or service. It provides key metrics such as search volume, competition level, and bid range for each keyword. Refer to the screenshot below for a preview of its interface.

Additionally, the tool offers forecasts of expected conversions, clicks, and impressions, aiding in anticipating the potential performance of your keywords.

Key Features of Google Keyword Planner

Keyword Bid Estimates: Understand the anticipated cost for ad clicks related to your keywords.
Localized Results: Access keyword data tailored to specific geographic locations.
Ad Group Ideas: Receive suggestions for ad groups based on your keywords to enhance ad organization.
Add Keywords to Existing Campaigns: Simplify your workflow by directly incorporating discovered keywords into your current Google Ads campaigns.

Pricing

This Tool is free

7. Google Ads Editor

Google Ads Editor enables advertisers to manage their campaigns using a desktop application, allowing offline work. This tool enables the review of specific campaigns and their associated keywords. Additionally, it facilitates bulk changes such as bid adjustments, adding keywords, and editing ad text. After making offline changes, you can upload them to Google Ads for implementation. Below is the Google Ads Editor dashboard:

It’s great because it reduces the need to log into a web browser to stay on top of your ads.

Key Features of Google Ads Editor

Bulk Editing: Quickly make large-scale edits across your campaigns.
Performance Review: Download and view performance statistics for your campaigns, ad groups, and keywords within a specified date range.
Advanced Search Functionality: Utilize filters to swiftly locate specific elements such as keywords and ad groups in your campaigns.
Import and Export Files: Share proposals or make changes to an account by importing and exporting files.

Pricing

This tool is free

8. AdEspresso

AdEspresso simplifies campaign management by enabling you to create, analyze, and optimize campaigns for Google Ads. As one of the most popular PPC management tools, it distinguishes itself with its robust split testing feature, allowing you to experiment with various ad variations to determine the most effective messaging for your campaigns. Below is AdEspresso’s Google Ads dashboard:


AdEspresso also supports Facebook and Instagram ads.

Key Features of AdEspresso

Analytics and Reporting: Access detailed analytics and generate custom reports on your ad performance.
Asset Manager: Store and manage your ad images and copy in a centralized location.
Campaign Approvals: Collaborate with your team and clients on ad campaigns by sharing a link for feedback and approval.
Campaign Review: Receive a 10-minute video review of your campaign from an expert to enhance its performance.
One-on-One Coaching: Schedule a one-hour session with an expert marketer to receive personalized advice on your advertising strategy.

Pricing

Plans start at $49 per month.

9. Adzooma

Adzooma assists in creating, managing, and analyzing ad campaigns centrally, ranking as one of the most popular PPC optimization tools due to its automation capabilities. You can establish custom rules to automatically adjust budgets and receive performance alerts. The platform facilitates the identification of growth opportunities by analyzing campaign data and proposing improvements through actionable insights, as illustrated in the screenshot below:

Adzooma also features a simplified rule builder, allowing you to create automation rules without the need for coding. Additionally, it provides several pre-made templates to expedite the process.

Key Features of Adzooma

Intelligent Recommendations (Opportunities): Receive weekly recommendations to enhance your ad performance.
Automation: Automate tasks such as bid adjustments, ad pausing, and setting alerts by establishing rules.
Google Analytics Integration: Sync with Google Analytics for additional insights into user behavior on your website.
Reporting: Generate detailed, custom reports for comprehensive insights into your ad performance.
PPC Performance Score: Obtain an instant performance score to assess the optimization level of your ad accounts.

Pricing

This is a freemium tool, with paid plans starting at $99 per month.

10. Marin Software

Marin Software provides MarinOne, an advertising platform facilitating the identification of growth opportunities by analyzing campaign data and suggesting improvements through actionable insights. Its automation capabilities allow for setting up performance alerts and automatically adjusting budgets. The PPC tool also offers conversion, revenue, and profit forecasting for your account to aid in adjusting targets and campaign budgets. This ensures better resource allocation across campaigns and accounts, thereby increasing the impact of every marketing dollar spent. Below is the MarinOne main dashboard:

Marin Software also supports other advertising platforms, including Bing, Amazon, and Instagram.

Key Features of Marin Software

Bidding Adjustment: Utilize machine learning to adjust bids based on factors such as historical performance and market trends.
Budget Optimizer: Automate budget adjustments by establishing custom rules to maximize ad spending.
Analysis: Gain a comprehensive view of campaign performance by consolidating data from web analytics, mobile tracking, CRM, and other sources.
Managed Services: Receive additional bandwidth and assistance in managing and optimizing ad campaigns from marketing experts.

Pricing

You’ll need to reach out to obtain a custom quote.

Amazon-Focused PPC Tools

These PPC tools are specifically crafted to aid in keyword research, bid management, and ad campaign optimization tailored to the Amazon Marketplace. Here are two popular Amazon PPC tools:

11. PPC Optimizer for Amazon

PPC Optimizer for Amazon streamlines your Amazon ad campaigns by automating various processes. It can automatically adjust your bidding based on your target specifications.


PPC Optimizer for Amazon considers a range of factors, such as negative keywords, that you might overlook when making bidding decisions. The tool also assists in identifying relevant keywords for your ad scenario. Furthermore, it tracks each search query that results in a sale to ensure the right keyword is matched to the appropriate ad campaign. Additionally, you can view individual product campaigns to access detailed information on each ad variation.

Key Features of PPC Optimizer for Amazon

Negative Keywords: Identify and isolate negative keywords to prevent overlap with other campaigns.
Quick Data Sync: Stay updated with the latest trends through hourly data syncs.
Product Selection: Choose the products to feature from an auto-generated list of your available products.
Reporting Insights: Gain detailed insights into your ad campaigns.

Pricing

There’s a free seven-day trial. Paid plans start at $50 per month.

12. SellerApp

SellerApp is an ecommerce intelligence platform offering insights into your overall Amazon business and aiding in competitive analysis. It automates your bids based on your goals, enabling you to concentrate on business growth while it manages the bidding process. The tool combines data intelligence and machine learning algorithms to optimize and streamline your Amazon ad campaigns. Below is an overview dashboard of SellerApp’s Amazon PPC optimization tool:

Key Features of SellerApp

Rule-based Algorithmic Bidding: Automate your bids and campaigns using a rule-based system that makes bidding decisions based on predefined rules you set.
Keyword Harvesting: Enhance your Amazon PPC campaigns by identifying top-converting keywords.
Negative Keyword Optimization: Minimize wasted ad spend by preventing your PPC campaigns from appearing for irrelevant phrases.
Comprehensive Dashboard: Monitor bids, budget, ad frequency, and more with an easy-to-use dashboard.
Managed PPC Service: Receive assistance from certified Amazon PPC experts.

Pricing

It operates on a freemium model, with paid plans starting at $39 per month.

Step Up Your PPC Campaigns

PPC ads deliver quick results, but only if you can efficiently plan, manage, and optimize your campaigns. For that, you need the right PPC marketing tools. It’s a good idea to begin with something that allows you to delve into your competitors’ strategies—like Advertising Research.