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TrueClicks
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 about TrueClicks
ClickGUARD
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
NoviSign
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
Optmyzr
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
Campaign Automator
Campaign Automator
Campaign Automator is a cloud-based solution that automates digital advertising campaigns. It is designed for companies across various industries, including automotive, travel, home services, e-commerce, real estate, and job board...Read more about Campaign Automator
Lunio
Lunio
Lunio is a bot detection and prevention software designed to help businesses identify fraudulent, invalid and unintended clicks. The platform enables managers to assess traffic behavior and define the threat level of traffic acros...Read more about Lunio
Scibids
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 about Scibids
Ptengine
Ptengine
Ptengine is a marketing analytics and heatmap solution that helps businesses gain insights into end-users, generate personalized content, and run tests. It is available for free. Ptengine enables staff members to unify multiple c...Read more about Ptengine
Outbrain
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 about Outbrain
AdStage
AdStage
AdStage is a cloud-based, cross-network automation and reporting solution which brings advertising data to a unified platform enabling marketers to analyze, visualize, optimize and report ad performance. The solution helps busines...Read more about AdStage
Shape
Shape
Few things destroy a client relationship faster than accidentally overspending the client's ad budget. Safeguard your business against spend issues caused by spreadsheet errors or lagging reporting tools. Shape protects your bus...Read more about Shape
NinjaCat
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
AgencyAnalytics
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
SpyFu
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
Taboola
Taboola
Taboola is a cloud-based content discovery and marketing platform that helps businesses of all sizes manage customers and website traffic. Designed for both Business to Business (B2B) and Business to Consumer (B2C) implementation,...Read more about Taboola
Madgicx
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
Basis Technologies
Basis Technologies
QuanticMind is a cloud-based marketing management platform that helps businesses of all sizes manage PPC campaigns, search engine marketing and automated bidding. The platform uses algorithms, AI and semantic distance modeling to ...Read more about Basis Technologies
ROUTEE
ROUTEE
Routee is a cloud-based platform designed to help businesses of all sizes manage the entire workflow of SMS marketing, from creating campaigns to generating leads. Key features include bulk messaging, two-factor authentication, pu...Read more about ROUTEE
Pulse
Pulse
Pulse is a cloud-based marketing solution designed to help businesses gain competitive insights and analyze industry benchmarks. It helps professionals collect data from multiple sources across different industries and sub-industr...Read more about Pulse
Semrush
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
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Buyers Guide
Last Updated: March 16, 2023PPC (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:
Common features of PPC software
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.