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.

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Semrush

SEMrush is a marketing solution designed to help enterprises streamline processes related to keyword research, search engine optimization (SEO), advertising campaigns, brand monitoring and more. Professionals can monitor domains' ... Read more

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Google Ads

Google Ads is an online advertising solution that helps businesses promote products and services on Google Search, YouTube and other websites. It allows organizations to create, add and edit advertisements, set a monthly advertisi... Read more

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WordStream Advisor

WordStream Advisor is a cloud-based advertising management solution that allows advertisers to manage all campaigns running on Google Adwords, Facebook Ads and Bing Ads through a single dashboard. It mainly caters to the call cent... Read more

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Optmyzr

Optmyzr is an Adwords optimization tool designed to help marketers create, run and manage PPC marketing campaigns for Bing, Google and various shopping Ads. It includes a one-click optimization functionality, which provides automa... Read more

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ClickGUARD

ClickGUARD is a click fraud prevention solution that helps businesses streamline processes related to campaign optimization, VPN detection, IP address whitelisting, and more on a centralized platform. It enables team members to el... Read more

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SpyFu

Spyfu is a cloud-based marketing tool designed for businesses of all sizes. Key features include SEO performance analysis, API access, keyword rank tracking, SERP analysis and more. Spyfu helps SEO and PPC professionals analy... Read more

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Opteo

Opteo is a cloud-based AdWords monitoring tool designed for small and midsize businesses that offers email alerts, account monitoring, diagnosis and reporting functionalities within a suite. Opteo plugs into AdWords Manager A... Read more

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AgencyAnalytics

AgencyAnalytics is a cloud-based reporting platform that allows users to schedule, create and personalize regular reports on all marketing campaigns. AgencyAnalytics’ key features include automated reporting, white label dash... Read more

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SE Ranking

SE Ranking is a cloud-based search engine optimization (SEO) platform that is suitable for midsize marketing and software companies. It offers keyword position tracking, competitor analysis, backlink monitoring, website audits, so... Read more

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NinjaCat

NinjaCat is a cloud-based pay-per-click (PPC) and search engine optimization (SEO) reporting platform. Designed for digital agencies, the software helps convert and retain clients through report generation, campaign management, ca... Read more

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ReportGarden

ReportGarden is a cloud-based marketing analysis tool that offers configurable marketing reports and dashboards for search engine optimization (SEO), pay per click (PPC), marketing analytics, social-media performance and website b... Read more

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Madgicx

Madgicx is an omnichannel marketing platform designed to help solopreneurs and businesses of all sizes manage ad optimization through AI tags, creative insights, custom automation and campaign overviews. Key features include conte... Read more

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Acquisio

Acquisio is a cloud-based digital advertisement and campaign management platform. It manages and organizes various advertisement initiatives for digital marketers, agencies and search engine marketers. The platform helps with cust... Read more

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Adalysis

Adalysis is an online marketing automation solution designed to help businesses track the performance of pay per click (PPC) campaigns on Google Ads and Bing Ads. Managers can utilize the automated check and alerts engine to revie... Read more

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AdScale

AdScale is a cloud-based platform devised for digital marketers to optimize advertising performance. Based on AI, it uses machine learning algorithms to enable automation and optimization of AdWords campaigns across Google Search,... Read more

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Clixtell

Clixtell is a cloud-based call tracking solution which assists digital marketing agencies with keyword call tracking, recording and conversion metrics. Its key features include dynamic phone insertion, whisper messaging and mult... Read more

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Clever Audit

Clever Audit is a web-based software designed to help businesses optimize Google Ads campaigns through ready-to-use recommendations and tips. Key features include keyword tracking, campaign management, conversion tracking, budget ... Read more

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Outbrain

Outbrain Amplify is a content discovery platform designed to connect marketers, publishers and consumers around the globe. It works by drawing data-driven connections between interests and actions. This native advertising platform... Read more

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TrueClicks

TrueClicks is a cloud-based software designed for Google Ads, which help businesses create, run and manage pay per click (PPC) marketing campaigns. The platform enables organizations to sort accounts by labels, spending, customers... Read more

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Scibids

Scibids is a cloud-based programmatic advertising solution designed to help businesses streamline campaign analysis and optimization processes using artificial intelligence (AI) technology and machine learning capabilities. Profes... Read more

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Buyers guide


Last Updated: May 12, 2021

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.