Finding software can be overwhelming. Software Advice has helped hundreds of businesses choose the right PPC software to help them improve the efficiency of their PPC campaigns.

Showing 1-20 of 92 products

Act-On

Established in 2008, Act-On is a comprehensive marketing automation tool designed to offer a complete suite of applications, including email marketing, website visitor tracking, lead management, social media management, reporting and... Read more

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Recent recommendations: 15 recommendations

Platforms: MacWinLinux
Deployments: Cloud
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SharpSpring

SharpSpring is a fully integrated cloud-based marketing tool that offers customer relationship management, marketing automation, mobile and social marketing, sales team automation, customer service and more, all within one solution. SharpSpring... Read more

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Recent recommendations: 13 recommendations

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KIZEN

Kizen offers a cloud-based suite of marketing, customer relationship management (CRM) and sales tools suitable for small and midsize businesses in a range of industries. Features include contact and lead management, form automation,... Read more

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Recent recommendations: 10 recommendations

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Deployments: Cloud
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ActiveDEMAND

ActiveDEMAND is a cloud-based marketing automation solution that caters to marketing agencies and helps them to create and manage their marketing campaigns. The solution includes marketing automation functionalities for small businesses,... Read more

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Mintent

Mintent’s Content Marketing Platform (CMP) enables marketing teams to manage all campaigns, content assets, team members and deadlines all in one place. Built for content marketers, the simple, yet sophisticated platform is also... Read more

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Marketing Creatio

Creatio (formerly bpm’online) is a marketing automation platform that provides users with tools to manage lead management starting at demand generation, through nurturing and the transition to sales. The solution features tools... Read more

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Platforms: MacWinLinux
Deployments: CloudOn premise
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Red Spot Interactive

Red Spot Interactive is a web-based marketing solution which assists medical and health care centers with patient acquisition and retention. Its key features include ROI-based channel optimization, automated reminders, lead tracking... Read more

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Surefire Local

Surefire Local is a marketing platform built for small to midsize businesses in a variety of industries. Key features include reputation management, email marketing, lead management, search engine optimization, and live chat.  Surefire... Read more

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Recent recommendations: 1 recommendations

Platforms: MacWinLinux
Deployments: Cloud
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Wix

Wix is a cloud-based landing page solution that helps users create and manage websites. The solution provides multiple templates with video backgrounds, fonts and animation. It allows users to customize the website with their own logo... Read more

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ContentStudio

ContentStudio is an integrated cloud-based social media management and content marketing solution that caters to small to midsize businesses and solo entrepreneurs. Key features include automated publishing, content management, multi-account... Read more

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Canto Digital Asset Management

Canto Digital Asset Management is a content management solution that allows users to create, share and collaborate using digital media files. The product is available both in cloud-based and on-premise deployment options and caters... Read more

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Brandfolder

Brandfolder is a cloud-based asset management solution that provides various processes to organize, store and retrieve media assets and manage digital rights and permissions. The solution can be customized for businesses in industries... Read more

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Deployments: Cloud
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Moz Pro

Moz Pro is a web-based, all-in-one SEO application that notifies organizations, on a weekly basis, regarding the status and overall health of the organization's website and its content. Keyword search and ranking can be monitored and... Read more

Platforms: MacWinLinux
Deployments: Cloud
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Salesforce Marketing Cloud

Salesforce Marketing Cloud is a part of Salesforce.com family that offers robust social marketing solution to help businesses create and manage the social presence on a variety of social media sites. The solution offers multiple functionalities... Read more

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Lucidpress

LucidPress is a cloud-based web-to-print solution that helps small to large enterprises improve sales processes via brochure printing, digital asset management and more. It enables users to design marketing materials using customizable... Read more

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Yotpo

Yotpo is a cloud-based content marketing platform for e-commerce businesses that enables users to collect user-generated content and use the content to build a brand and manage the customer experience. The integrated solution lets... Read more

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Ahrefs

Ahrefs is a suite of SEO tools that familiarizes users with the ins and outs of content marketing. It helps users do competitor research to determine high-ranking PPC keywords, backlink approach and more. The provided overview of competitor’s... Read more

Platforms: Win
Deployments: Cloud
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SAP - CRM

SAP - CRM is a cloud-based customer relationship management solution that helps small and mid-size businesses manage communication and interactions with existing and potential customers. It helps businesses to manage the sales pipeline,... Read more

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Deployments: CloudOn premise
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Serpstat

Serpstat is a cloud-based search marketing analysis tool suitable for all industries and businesses of all sizes, particularly marketing agencies, e-commerce businesses and pay per click (PPC) campaign managers. Serpstat offers search... Read more

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Raven Tools

Raven Tools is a cloud-based SEO tool, white-label marketing report and SEO auditing platform for media companies, agencies, freelancers and in-house marketers. It manages search engine optimization, social media conversations and... Read more

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Buyers guide


Last Updated: March 19, 2020

PPC (pay-per-click) software automates keyword research, bid setup, and data upload. The software also lets users track real-time costs, informing them in advance if costs will exceed the set budget. In short, with real-time reports, users are in better control of the costs and performance of PPC campaigns.

To help businesses select the right PPC solution, we'll cover:

What is PPC software?
Common features of PPC software
What type of buyer are you?
Benefits of PPC software
Market trends to understand

What is PPC software?

Pay-per-click (PPC) software is a tool that allows businesses to set up, manage, modify, and track the performance of PPC campaigns. The software lets users set up campaigns based on bidding amounts and budgets, and place PPC links on different channels such as Google Ads, Bing, and Facebook ads. It also provides keyword suggestions.

Common features of PPC software

The first step in selecting the right PPC solution is to understand the typical features of these products. According to our research, some common software features you should know about include:

Campaign management Manage the entire process of campaign planning and execution, including keyword selection and grouping, budget management, bidding, and keyword updates.
Budget planning Set PPC budgets and ensure that campaign costs don't exceed the designated budget.
Keyword research tools Identify keywords to target in your PPC campaigns. Some products also let you create keyword groups for targeted campaigns.
Bid management Define, manage, and modify the bidding amounts for keywords across different channels.
A/B testing Experiment with different variations of a PPC campaign by running test campaigns to see which version performs better.
Reporting Track campaign performance metrics (such as click-through rate, cost, and conversion rate) and return on investment (ROI) of campaigns.

What type of buyer are you?

The next step is to understand the types of buyers, which will help you select products that cater to your line of business.

  • Marketing or advertising agency: If you own or work in a marketing agency, you need to manage a lot of targeted campaigns for different clients, making it difficult to track the performance of each. You also need to closely track campaign metrics, as your payment is based on campaign performance. For this reason, you should invest in PPC software with strong reporting- and ROI-tracking functionalities.

  • Marketers: If you are a marketing manager at a small business, you may find keyword research cumbersome as it involves sifting through thousands of keywords to find the right ones for a campaign. For this reason, you should look for PPC solutions with strong keyword research tools to ease your workload in this area.

Benefits of PPC software

Understanding the benefits of PPC tools will help you present a strong business case for purchasing a PPC solution.

  • Better keyword discovery: A PPC solution provides you with strong keyword research tools that sift through thousands of keywords to find the best-performing ones. Since manual searches are time-consuming and prone to error, there is always risk of missing out on important and relevant keywords. PPC software makes your keyword research more effective.

  • Improved quality score: The software also lets you track the performance of different campaigns, helping you understand the best practices for creating online ads. It also helps you identify optimal keywords that you can target to improve response rates. All this helps you achieve better quality scores, thereby increasing ROI and reducing the cost of Google Ads campaigns, in particular. (Google charges lower fees if your advertisement is valuable and has a good quality score.)

  • Faster decision-making: A PPC solution provides you with campaign metrics such as click-through rate, conversion rate, costs, and ROI in real time. This allows you to quickly make campaign-related decisions without having to rely on manual reports.

Market trends to understand

The last step is to understand key industry trends. This knowledge will help you select vendors that are planning to incorporate these technologies.

  • Artificial intelligence to transform PPC campaigns industry: The success of PPC campaigns requires you to consider a lot of data-related parameters such as click-through rate, A/B testing results, and real-time bidding costs. Even using a PPC solution, the amount of analysis involved can be overwhelming. AI can sift through enormous amounts of data and provide you with real-time suggestions on bidding prices, keyword selection, and advertisement copy. With an increase in adoption of AI technology, we expect AI-driven suggestions to become a core software functionality by 2021.

  • Auditing as the core functionality of PPC software: As more and more businesses are competing for online ad space, it is essential to update keywords and practices regularly. PPC audit solutions can review your campaign data and keywords and flag you if something needs to be updated. It also helps you compare the performance of your campaigns against that of your competitors. With frequent changes in search engine algorithms and keyword trends, we expect PPC audits to become an inherent functionality of PPC software by 2021.