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Best PPC Management Tools To Use in 2020

Updated: May 20, 2020

Best PPC Management tools


Looking for the best PPC management tools that can efficiently improve your search engine marketing and advertising results? Well, you have landed in the right place. In this blog, we bring to our readers the best PPC management tools you could use in order to plan and run your search engine marketing campaigns effectively and thereby increase your website conversions and profits.

If you are in the market looking for a PPC tool for your company, we have designed a tool that can help shortlist the best tool for your needs and also make a customized requirements document. Try it out today!

What is PPC and why you need PPC management tools

Before we jump into the tools, let’s take a quick look at what Search Engine Marketing (PPC advertising) is all about as these even though these terms are quite popular in the marketing world, it often creates some confusion to at least beginners in the area. The confusion is mainly because of multiple terms meaning the same thing and it is often confused with search engine marketing which is quite a different thing. So, let’s clear these first before we move to the tools as it is important to really know what has to be done with the tools.

Well, Search Engine Marketing(SEM) is referred to by different names like Paid search, Pay Per Click advertising (PPC), Cost Per Click (CPC) advertising, etc. Basically, it is the internet marketing technique that aims to acquire traffic for the website by purchasing Ads on search engines. It allows advertisers or website owners to bid for placing their Ads in a search engine's sponsored links section of the Search Engines Results Page (SERP) for searches on a keyword related to their business offering.

SEM is often confused with SEO, which refers to Search Engine Optimization. SEO involves following best practices like optimizing relevant data and using keyword in the website content, title, etc so that search engines can easily find the webpages for relevant search requests. It also involves working on other parameters to improve search engine ranking of a webpage like working with internal/external linking, acquiring backlinks, etc.

Traffic from SEO is free and completely based on the search term’s relevance to your page, whereas to get traffic from SEM, you need to pay to the search engine ad platforms like Google Adwords in case of Google for every click on your advertisement.

In order to optimize your PPC Ad campaigns and increase your website traffic from the PPC ads, you need to write your Ads with high ranking keywords and bid for these high ranking keywords. So that there are more chances for your Ad to be displayed on the SERP and thus driving more traffic from your Ads.

For perfect PPC campaigns, you would also have to take all the steps to make it effective like adding negative keywords to a campaign, avoid bidding on keywords that are too competitive or avoid being too broad with targeting, etc. With multiple campaigns to manage, PPC management can turn out to be quite stressful and things not running so smooth.

Thankfully there are many Search Engine Marketing/ PPC management tools that came to your rescue and assist you with finding the right keywords, quote the best Pay Per Click or Cost Per Click rates for the keywords and effectively manage your PPC campaigns by structuring them perfectly.

We know that when given many options more difficult is to make decisions. So we have shortlisted some of the best PPC management tools here to help you choose the one that suits your needs. Given below are the top Search Marketing/PPC management tools that can help you identify high ranking keywords and increase your website traffic from PPC Ads.

Best PPC Management tools

SEMrush is a PPC Keyword Tool that comes very handy to plan and set up optimized Google Ads campaigns for your business.

With this tool, users can easily organize keywords related to the campaign and ad group level or quickly setting negative keywords. It makes it easy for you to stay organized with your ads as well as ensure that your PPC ads are budget-friendly.

Everything you plan and structure using the SEMrush tool can be exported to your Google Ads account editor seamlessly. You can also import your existing campaigns in Google Ads to SEMrush where you can restructure your campaigns in order to optimize them.

This tool makes it easy to stay organized as well as ensure your campaign is always within your budget.

Once you have structured your campaign, the AdBuilder lets you research your competitors and write ad copy and upload your keyword list into your Google Ads account to implement your changes.

  • SEMrush has a rich feature set with lots of useful functionality that can be used not only for SEM but SEO as well.

  • Reasonable pricing

  • Provides great metrics

  • Advanced features like spying on your competitors’ positions easily are interesting.

  • Sometimes the data given is not accurate.

  • The subscription cost could have been a bit cheaper.


Pricing model: Free, Subscription

Pricing: Starting from $99.95/month


Pro: $99.95/month or $999.40/year

Guru: $199.95/month or $1999.40/year

Business: $399.95/month or $3999.40/year

Enterprise: upon request

Based on your subscription plan, your limits vary which affects the number of keywords you can export with CPC and volume data as well as access to the update metrics feature in the tool. The current limits for export are:

Pro: 500 Keywords with CPC and volume data

Guru: 1,500 Keywords with CPC and volume data

Business Level: 6,000 Keyword with CPC and volume data

SpyFu is one of the leading PPC management tools today which is a competitor keyword research tool for Adwords PPC and SEO. It basically aims to assist users to improve their SEM/PPC advertising SEO strategies by exposing information on the competitors’ tactics.

The tool gives its users access to a wealth of information about their own websites as well as competitor websites like domain searches, keyword and backlink searches, backlink results, and data exports. With SpyFu you can just enter the domain of your competitor to know of every keyword they have bought on Google Adwords and Ads they have run or every keyword they rank for.

SpyFu generates the AdWords advisor reports which can give campaign-specific keyword recommendations to its users. These recommendations would be based on user-selected competitors’ strategies by collecting information on their most successful advertisements.

The tool has a feature that allows users to do three-way domain comparisons. These kind of comparisons can give you information that can be used to tailor your advertising strategies, like the important keywords employed by all three domains, those which are shared between two sites, and keywords exclusive to the user.

SpyFu also allows users to build a list of companies to approach based on various factors such as their location, ad spending, and paid keyword. It helps you make better connections and gives reliable contact information to build partnerships or generate sales leads.

  • It allows users to quickly access information about keywords and PPC history relevant to their business needs.

  • SpyFu gives its users a clear view of the competitor’s activities and allows them to benchmark their activities without having to recreate the wheel and spending a lot of time.

  • It's quite an expensive tool for small companies.


Pricing model: Free, Subscription

Pricing: Starting from $49.00/month


Basic - $79/month (paid monthly) or $49/month (paid annually)

Professional - $193/month (monthly) or $75/month (annually)

Agency - $999/month (monthly) or $833/month (annually)

The free plan comes with limited functionality.

iSpionage is a cloud-based PPC management solution that helps its users manage PPC/SEO strategies by assisting in competitive research and monitoring processes. The tool allows businesses to optimize their overall marketing strategies and performance across different search engines using their landing page analytics tools and keywords ranking tracking capabilities.

iSpionage has an AdWords competitor keyword tool, which lets its users spy on competitor strategies and gain insights. It gives you detailed information on their advertisement campaigns, effective keywords they have used in their campaigns, search volume of keywords, etc. Other features of the tool worth mentioning are data export to Google Ads account, PPC keyword gap analysis, content page snapshots, local/global rankings, historical data, etc.

It has a landing page gallery that provides access to a library of website designs used by different businesses.

iSpionage has an advanced feature that gives users an ad effectiveness index (AEI). The AEI information provides valuable details on advertisement impact, word analysis and content positioning for improved customer engagement. It has a centralized dashboard with an ever intuitive interface and allows users to compare multiple domains, change the country and view all data in any format you want, even using graphs and charts.

Another cool feature of iSpionage is that it allows users to personalize the PDF reports with a custom logo and colors of your choice.

  • Ease of use.

  • Less expensive compared to other tools in the category.

  • Good export features.

  • Easy tracking of competitors using alerts.

  • Less expensive than SEMRush Good export Features Tracking of Competitors Alerts

  • The suggestions feature is missing.

  • Advertising budget spends on competitors is not always accurate.


Pricing model: Free, Subscription

Pricing: Starting from $59.00/month


Starter - $59 per month billed monthly or $50 per month billed annually

Professional - $99 per month billed monthly or $84 per month billed annually

Advanced - $299 per month billed monthly or $254 per month billed annually

PPC Protect is a popular SaaS solution for pay-per-click marketers to help secure their PPC campaigns. The tool automates the real-time monitoring of ads to detect and prevent any fraudulent clicks.

With this tool, users can monitor just one or multiple domains from a web-based dashboard. PPC Protect gives users various features like real-time IP address and device blocking, detection via PPC Protect’s self-learning AI algorithm, and can protect an unlimited number of clicks.

The platform can monitor your Google Ads clicks without interfering with your website activities, causes no performance issues to your landing pages and there is absolutely no impact on user experience.

The tool requires no installation. You just need to integrate a snippet code within a website to start full traffic monitoring of your site. In the process of monitoring, the tool collects over 100 items of unique visitors’ data and then cross-references PPC Protect's fraudulent device/activity database to detect fraudulent clicks.

With machine learning & AI incorporated, the software's algorithms blacklist IP addresses beyond the scope of the usual Google Ad 500 IP limit.

  • It is simple to use the tool and highly effective.

  • It helps users avoid ad fraud on Paid display advertising through Google Ads

  • Amazing Customer Support

  • Great Pricing

  • The number of platforms it works with is limited. Currently, it does not support Bing Ads.


Pricing model: Subscription

Pricing: Starting from $29.00/month

Free Trial: Available (No Credit Card required)


Protect up to $2,500 = $29.00 per month or $288 per year

Protect up to $10,000 = $69.00 per month or $684 per year

Protect up to $20,000 = $129.00 per month or $1284 per year

Protect up to $40,000 = $239.00 per month or $2400 per year

Protect over $40,000 = Please ask for a quotation

Adbeat is another competitive research tool for advertisers that can provide insights into competitors' ad copy, landing pages, and much more. It can help businesses to optimize their advertising strategy, and save budget, by uncovering their competitor's marketing strategies.

Adbeat claims to have data and global coverage across over 100 advertising networks. It offers many features to users like providing media buying insights, custom reporting, advertisement comparisons, competitive benchmarking, and much more.

  • The tool provides much needed deep information.

  • The tool covers data across a number of networks and the number of countries with.

  • Decent depth of coverage in non-US markets as well (unlike other similar tools)


  • The user interface could have been more streamlined and easy to navigate.

  • Slightly overpriced

  • Sign in system is quite annoying.

  • Video coverage is limited compared to Display and Native


Pricing model: Subscription

Pricing: Starting from $249.00/month

Free Trial: Available (No Credit Card required)


Standard: $249/month

Advanced: $399/month

Enterprise: contact Adbeat for a custom plan


We hope the information shared here would help you choose the right PPC management tools for your next Ad campaign. Using the PPC management tools listed here would definitely help make your PPC campaigns more effective and result in bringing more conversions to your business. Leave a comment if you have any questions on any of the tools mentioned here.

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