Pay-per-click advertising is a useful channel for bringing your company in front of customers who are interested in the goods or services you offer. It offers a way to gain top page visibility right away while you develop organic search strategies.

A well-run PPC strategy is like owning a tap that you can open whenever you want to get traffic, leads, and sales. PPC, or “pay per click” advertising is simple to implement. Just create a campaign by logging into Google or Facebook.

But as you become more accustomed to the platforms, you’ll see that success requires a lot of effort. You’ll need to come up with and test several adverts, look for keywords, and look at your rivals.

All of these and more are made possible by the best PPC tools (see also ‘How Do You Track PPC Performance – A Complete Guide‘).  There are both paid and free PPC tools offered. Others work well for owners of small businesses attempting to boost traffic, while some are designed for agencies managing numerous accounts.

We’re confident you’ll find the tool you need on this list, whatever it is.

The Top 11 PPC Resources For Publishers

We’ve compiled a useful list of the top PPC tools that actually aid publishers in maximizing performance (see also ‘How Do You Track PPC Performance – A Complete Guide‘).

1. SEMRush: For Competitor And Keyword Research

An all-inclusive digital marketing tool is SEMRush. It aids in content marketing, social media, SEO, and other areas. But with search ads, it really jumps out. 

The tools for market analysis are among our favorite aspects. These provide you a thorough understanding of the PPC campaigns of your rivals by displaying metrics like:

  • Which companies are aiming for similar keywords.
  • These rivals are also placing bids on additional keywords.
  • Samples of their PPC advertising.
  • Keywords that many of your rivals are using but you are not.

Finding fresh keyword opportunities is simple with all this information. Utilize these to increase the effectiveness of your advertising.

Here is an instance of how it might be useful:

Think about wanting to market sneakers. You may find a wealth of information about Nike’s PPC ads, including the keywords it bids on and its rivals, by searching for

For everybody interested in vying for these phrases, this information is extremely helpful. But all of this functionality isn’t cheap.

The monthly cost of the SEMRush Premium plans is $119.95, while that of the Business plan is $449.95. Your monthly cost may increase by several hundred dollars due to extras.

Still, it can be worthwhile to test SEMRush if you spend a lot of money on advertisements. It’s a fantastic PPC tool, and you can always utilize the seven-day trial version to try it out before buying.

2. SpyFu: A Cheap SEMRush Replacement

SpyFu is a decent choice if you enjoy the SEMRush competition research tools but don’t want to spend more than $100 a month. It comes with a ton of similar functions at a much more affordable price.

For instance, you’ll still receive:

  • The capacity to observe what rivals are offering.
  • Their ad spending patterns evolve over time.
  • The search terms that they are focusing on but you are not.
  • A PPC rank monitor.

You have all you require to keep track of your rivals and learn more about keywords. Their negative keywords tool is one function that can significantly reduce your costs.

It operates by searching through all of the keywords you are using to reveal which ones your rivals have added to their list of negative keywords. They’ve informed Google of a keyword list that they don’t want to compete for.

When keywords aren’t performing, businesses typically add them to this list. Knowing which terms your rivals have included on their list allows you to use them similarly without having to invest money only to discover that they are ineffective.

Searching for terms that you purchase but other manufacturers avoid is another method to save money. If there is no one else placing a bid for keywords, the theory goes, they may not be that valuable.

When conducting keyword research, having this knowledge can help you save money. SpyFu’s basic plan is a great way to receive competitor information at a lower cost than that of SEMRush because it only costs $39 per month ($33 paid yearly).

In addition, there are two other plans: the $79/month Pro plan ($58/month paid yearly), and the $299/month Teams plan ($199/month billed annually).

A 30-day money-back assurance is available, and there is also a restricted free version so you can try out the features.

3. Google Keyword Planner: A Tool For Researching Keywords For Google Ads

Google Ads provides a complimentary keyword research tool called Keyword Planner. Once you register for Google advertisements, you may access it from the “Tools” option in the taskbar.

In two ways, it aids in the planning of PPC campaigns.

  • It aids in your keyword research.
  • It offers details on these keywords, including expected cost and volume, which is very helpful for bid management.

Simply type your target phrases into Google’s search bar, and it will display a list of comparable terms along with the number of searches each term receives. 

Additionally, you’ll see the keyword’s level of competition and the sum other businesses are shelling out for each term. 

Be careful to focus your search by selecting the language and nation you want to target when filtering the results. You can even focus on a certain region or city. Select the checkbox to start a new advertising group when you locate suitable terms.

The keyword analysis of the tool isn’t as thorough as that of competing tools such as SEMRush or SpyFu. For instance, there is no competitive research.

4. Google Search: See How Ads Look In Action

Google Search is among the best resources for gathering information for your PPC ads.

Simply enter a search engine and begin looking for terms associated with the topic you’re thinking of focusing on.

This will provide you with a wealth of important information.

  • You’ll learn more about your paid search rivals.
  • If PPC words are worthwhile to target, you’ll find out. If nobody else is putting in a bid for them, it is most likely because they are not intended for commercial use.
  • By glancing at the “people also search for” box, you can find long-tail keywords.
  • You can observe the kinds of adverts that come up for search terms. Is it display ads, Google Shopping ads, or both?
  • You will get to see complete illustrations of rival sales funnels.

You’ll get knowledge about the keywords your rivals use, the features and advantages they highlight, the landing page design they employ, the offer they utilize to create leads, and more. You may also view what each business features in its paid search advertisements.

5. Google Analytics: Analyze Visitor Behavior On Your Website

Google Analytics functions as a crucial tool for all aspects of online marketing, so PPC strategies are no different.

The best method of using Google Analytics as your PPC solution is to monitor how people who have paid to visit your site behave. You can keep tabs on their page views, bounce rates, landing sites, and other information.

Make use of this knowledge to strengthen your marketing. For instance, a good bounce rate indicates that visitors aren’t getting what they’re looking for on your website. It’s possible that you’re using the incorrect keywords or that your offer isn’t sufficiently pertinent.

Connecting Analytics to any Google Ads account is simple. In-depth information regarding the complete client journey will be made available. Additionally, your remarketing skills will improve.

Google Analytics is completely free to use, just like the other Google PPC products on our list. Simply incorporate the code into your website, if you haven’t already.

6. CallRail: Track PPC Phone Leads

You need a mechanism to identify which phone calls resulted from your ads if you employ pay-per-click advertisements to encourage customers to contact your company directly. This guarantees that you can monitor the success of your advertising.

CallRail provides you with this specific information.  Giving you a special number to utilize in any Google Ads is how it operates. The software monitors parameters such as: when customers dial a particular number. It also tracks:

  • Which advertising effort led to the call.
  • Which landing pages were seen by them.
  • The search terms that callers are using.
  • Where the caller is located.
  • Time spent on the phone.

You may then decide which sponsored search campaigns, adverts, and pages will have the greatest impact on generating phone leads.

CallRail connects with all the programs you already use, which is a terrific feature. It integrates with WordPress, Unbounce, Google Analytics, Microsoft (Bing Ads), and Facebook.

Call tracking costs $45 per month as a starting price. You can include form monitoring, conversion intelligence, or a lead center. But, each addition will sharply raise the monthly expense. A 14-day trial version of the software is also available for you to try out.

CallRail is the very best at PPC conversion tracking!

7. Unbounce: Make And Evaluate Landing Pages

Best PPC Software For Publishers
  • Build and evaluate landing pages with Unbounce.
  • Your PPC campaign’s landing page is an essential component. A nice page increases conversion and improves your return on investment.

There are several landing page builders available, but Unbounce is our favorite. You can utilize one of Unbounce’s more than 100 templates as the foundation for your pages. Alternatively, you might create all new templates from the start.

You may quickly:

  • Include photos and videos.
  • Make brand bundles with various colors, fonts, and design elements.
  • Create Faster Mobile Pages (AMP).
  • Insert unique lead generation forms.
  • View the dashboard to see how well the landing pages are doing.
  • Testing various iterations is crucial when developing landing pages.

Unbounce is in our list of the best PPC tools because it makes A/B testing simple. For one domain plus up to 500 conversions, Unbounce costs $80 a month. Some plans cost as much as $300 a month.

It’s important to note that Unbounce has uses other than sponsored search. It may be used to create any style of landing page.

8. Canva: Create Gorgeous Ads

Your images need to be enticing if you employ display ads or social media. If you’re not a graphic designer, this may be intimidating.

The best part seems to be that Canva makes it simple to create stunning designs. Just select the components you want to use for your advertisement, and then drop them where you want them on the screen.

Canva’s pre-made templates are one of the things that make it so simple to use. Simply select the kind of media you would like to produce, and you’ll see a ton of example works with the right dimensions. After that, update the content to meet your needs.

Moreover, Canva has a big media archive. Thousands of stock photos in addition to frames, charts, forms, sketches, and more are available. Simply pick one and place it in the image to include them in your designs.

Canva’s free basic version is available for usage. For only $10 a month, the Pro plan provides more design possibilities and components.

9. Grammarly: Create Powerful Ad Copy

Ad text writing can be difficult, especially if you’re not a skilled writer. One of the most helpful grammar and spelling checkers is Grammarly. Its capabilities must exceed those of programs like Word or Google Docs.

But its writing analysis is really what makes it so effective for PPC advertisements. Grammarly offers advice on how to:

  • Make sure that your writing is understandable and clear.
  • Improve its appeal to your audience.
  • Write in a professional manner.

The tool is a great method to enhance your ad wording, which is why we’ve included it on this list of the best PPC tools.

Grammarly has a free version that proofreads your writing for mistakes. You must purchase a premium subscription, which costs $29.99 a month if billed monthly or $11.66 if billed annually, in order to see the more sophisticated options.

10. Optmyzr: Coordinate And Improve Several Campaigns

Optmyzr employs algorithms to track the performance of your PPC strategies and provide analysis and recommendations that could raise efficiency. It’s a great tool for managing several accounts for agencies.

The program can be useful for:

  • Avoid pricey keywords and look for new ones.
  • Improve your bid management strategy to achieve the best return on your PPC investment.
  • To create more powerful advertising, test the placement, text, and ad elements.
  • assist you in doing PPC audits at a high standard.

The best feature of this program is how simple it is to put suggestions into practice. When it notices something you can do better, it notifies you. Review the recommendation, and if you like it, quickly make the necessary changes.

All channels and formats are compatible with PPC management software. This covers advertisements on search engines, in stores, on Amazon, on Facebook, on Bing, and more.

The application could also handle data from a wide range of sources, including Google Analytics, all the main pay-per-click dashboards, and even customized spreadsheets.

But Optmyzr isn’t inexpensive. The basic plan costs $249 a month. The Pro Plus plan costs $799 per month. With an annual plan, you could save cash on all accounts. You can test the software out for free with the trial version as well.

Despite the expense, it won’t take a great deal of savings to obtain a positive ROI if you’re spending a significant amount on advertising.

11. Acquisio: Agency PPC Management

Among the best PPC solutions for helping you scale your advertising campaigns is Acquisio. It is especially helpful for firms that would prefer to handle numerous accounts simultaneously from a central dashboard.

The tool has a number of characteristics that make operating accounts simple, such as:

  • PPC campaign setup is quick. 
  • Using templates or enabling platform-to-platform campaign cloning.
  • A single dashboard with the capacity to control keywords for various accounts.
  • Manage accounts from several platforms, such as Facebook, Google, Bing, and Linkedin.
  • Provide clients complete visibility into their campaigns, create reports that you can email to them.
  • Create targets and KPIs in the dashboard. Your performance against expectations for each account will be immediately displayed by the tool.

The program is unique in that it has an optimization tool that employs machine learning to discover fresh approaches to raising campaign effectiveness. It automatically identifies high-performing keywords that offer the best ROI for bidding.

Final Thoughts

PPC tools play a significant role in campaigns that perform well. From strategy and design to management, they can assist you in maximizing every aspect.

The PPC solutions on this list can be expensive. However, it doesn’t take much optimization to provide savings that are worth the software’s cost and more if you spend a lot of money on advertisements. 

Remember, though, that you’ll still need to invest a lot of time learning each piece of software. For some companies, it’s preferable to outsource PPC completely. 

By doing this, you’ll get professionals managing your campaigns who have access to the greatest PPC tools in addition to having a ton of skill and experience designing successful ads.

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