5 Essential Tools for PPC Management

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5 Essential Tools for PPC Management

Let’s face it: pay-per-click advertising is no walk in the park.

Because there’s budget and short-term goals involved, there isn’t a lot of allowance to err and be imprudent. If skills weren’t the case, to effectively manage your PPC campaign, you must have reliable tools at your disposal. In this SEO Premier blog, we present you the 5 essential tools to help you in your PPC journey, from planning to campaign monitoring and reporting:


Google Ads remains the undisputed leader in PPC management. It offers an array of features that cater to businesses of all sizes and industries. Its intuitive interface simplifies campaign creation, keyword research, ad creation, and performance tracking. The platform's robust analytics provide in-depth insights into your campaigns, allowing you to refine your strategies.

PROS: Extensive reach, granular targeting options, real-time performance tracking, integration with Google Analytics, various ad formats (text, display, video), and comprehensive keyword research tools.

CONS: Steeper learning curve for beginners, high competition in some niches, potential for high costs if not managed carefully.

COST: Google Ads operates on a pay-per-click model, where you set a budget and bid for keywords. Costs vary widely based on industry, competition, and targeting.


Formerly named Bing Ads, Microsoft Advertising is an often-overlooked tool in the PPC landscape. It offers a similar interface and functionality to Google Ads, allowing you to tap into a different user base. With Microsoft Advertising, you can reach an audience that might not be as saturated by competition, potentially yielding untapped and budget-friendly results.

PROS: Integration with Microsoft products, access to Bing and Yahoo search audiences, lower competition in some niches, and robust audience targeting options.

CONS: Smaller user base compared to Google, fewer advanced features, and potentially lower click volume.

COST: Like Google Ads, Microsoft Advertising operates on a pay-per-click model with varying costs.


SEMrush isn't just a tool for SEO; it's also a powerful platform for PPC management. Through its Advertising Toolkit, you can conduct comprehensive competitor analysis, keyword research, and ad performance tracking. The tool's "Advertising Research'' feature provides valuable insights into your competitors' ad strategies, giving you a competitive edge.

PROS: In-depth competitor analysis, robust keyword research, ad performance tracking, display advertising insights, and user-friendly interface.

CONS: Can be overwhelming for beginners, some features may require a learning curve.

COST: SEMrush offers various pricing tiers, starting from $129.95 per month for the Pro plan, up to custom enterprise plans ($249.95 for Guru and $499.95 for Business plans, respectively).


WordStream focuses on streamlining PPC campaign management. Its platform offers features like automated ad creation, campaign optimization suggestions, and tracking performance across multiple platforms. WordStream's strength lies in its user-friendly approach, making it a great choice for small to medium-sized businesses.

PROS: Simplified campaign management, automated suggestions for improvement, cross-platform performance tracking, and customizable reporting.

CONS: Might lack advanced features for larger enterprises, some features could be seen as limited for more experienced marketers.

COST: WordStream's pricing varies based on the plan and features you need. Plans start at $273 per month.


AdEspresso, now a part of Hootsuite, is a social media-focused PPC management tool. It excels in creating and optimising ads for platforms like Facebook, Instagram, and LinkedIn. Its user-friendly interface and robust A/B testing capabilities make it a top choice for social media advertising.

PROS: Intuitive interface, strong A/B testing features, platform-specific ad optimization, and collaboration options for team members.

CONS: Limited to social media platforms, might not cover other search engines or display networks.

COST: AdEspresso's pricing starts at $49 to $259 per month, offering various tiers based on features and ad spend.

In a nutshell, managing a PPC campaign, from strategy, planning to execution and monitoring, demands a toolkit that’s easy-to-use, flexible, and insightful. Whether your goal is to expand your reach or enhance your campaign’s performance through competitor analysis, social media, and automation, the above tools can be your allies in driving your PPC project into a ringing success!

For more insights about tools in PPC management, only listen to a team of experts. Book a consultation call with SEO Premier today!

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