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monday.com

monday.com is an award-winning work and project management platform that helps teams of all sizes plan, prioritize, manage, and execute their work more effectively. The platform offers solutions for a wide range of use-cases such...Read more about monday.com

Semrush

Semrush is a leading online visibility management software-as-a-service platform. With over 55 products, tools and add-ons across online visibility management, including tools for search, content, social media and market research...Read more about Semrush

Google Ads

Google Ads (formerly known as Google AdWords) 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 adve...Read more about Google Ads

SE Ranking

SE Ranking is a robust SEO toolkit that best suits small to mid-sized agencies and in-house teams. It combines unique datasets with advanced features to help SEO pros in building and implementing effective strategies. SE Ranking...Read more about SE Ranking

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CHEQ Essentials

CHEQ Essentials is a click fraud protection solution that helps businesses detect and block fake clicks, bots, and other harmful visitors to ensure that PPC campaigns are successful. With machine learning algorithms, CHEQ Essentia...Read more about CHEQ Essentials

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 about Optmyzr

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 se...Read more about Serpstat

ClickGUARD

ClickGUARD is a fully automated, powerful protection tool that enables organizations and agencies of all sizes to run secure & effective pay-per-click campaigns. ClickGUARD helps to maximize return on ad spend by eliminating fraud...Read more about ClickGUARD

Similarweb

Similarweb is a cloud-based website traffic analysis solution, which helps businesses across finance, hospitality, retail, education, media and various other industries track the online activity of customers, prospects, partners a...Read more about Similarweb

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 about SpyFu

AgencyAnalytics

AgencyAnalytics is the only marketing platform built specifically for agencies. Save time, boost revenue and impress clients with a brandable cloud based reporting platform that lets you monitor and report on all of your clients' ...Read more about AgencyAnalytics

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 about Opteo

NoviSign

NoviSign is a cloud-based solution that helps businesses manage and broadcast content on interactive kiosk devices across multiple locations. Key features include digital signature, virtual keyboard, onsite printing and secure bro...Read more about NoviSign

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 about NinjaCat

Wordtune

Wordtune is a Generative AI platform for work productivity. By using reliable Generative AI, professionals from all fields can grow their careers and stand out at work. Whether you’re writing emails, creating documents or sending...Read more about Wordtune

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 about Adalysis

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 about ReportGarden

Hibu

Hibu is a marketing software for small businesses and professionals. The software provides tools to manage online listings and reviews. It offers website builders to create an online presence. Hibu includes features for social med...Read more about Hibu

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 about Madgicx

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 about Acquisio

Buyers Guide

Last Updated: March 16, 2023

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.