Top PPC Tools

Top Tools Every PPC Specialist Should Be Using
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Running a successful PPC campaign is about more than just having a good strategy. You need the right tools in your corner to bring that strategy to life, and trust me, I’ve experimented with my fair share over the years. There’s nothing worse than wasting time on tasks that the right tool could handle for you in seconds. Whether you’re trying to pinpoint the best keywords, manage your ads effectively, or optimise for better performance, using the right tools makes all the difference.

Here are the essential PPC tools I swear by. These are the ones that help me work smarter, save time, and—most importantly—improve results for my clients.
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1. Google Keyword Planner
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This one is a no-brainer. Google Keyword Planner is my go-to for finding high-intent keywords. It’s free, built into Google Ads, and gives you solid data on keyword volume, competition, and potential cost-per-click. I rely on it to dig into search trends and figure out which terms are worth bidding on. Whether you’re just starting or refining your campaigns, this tool is essential.

Pro tip: Don’t just look at the high-volume keywords. Some hidden gems come with lower search volumes but much less competition—great for bringing in conversions at a lower cost.
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2. SEMrush
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If you’re looking for a tool that does it all, SEMrush is a powerhouse. I use it for keyword research, competitor analysis, and tracking ad performance. One of the best features is the ability to spy on competitors’ ads. You can see what keywords they’re targeting, what their ads look like, and how they’re ranking. This gives you a competitive edge when crafting your own campaigns.

Plus, SEMrush isn’t just limited to PPC. It’s fantastic for SEO too, so it’s a tool that offers value across multiple channels.
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3. Google Ads Editor
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When I’m managing multiple campaigns (or even one big, complex one), Google Ads Editor is my lifeline. It’s a downloadable tool that allows you to make bulk changes to your campaigns offline. You can edit everything from keywords and bids to ad copy and extensions in one go, and then upload the changes when you’re ready.

It’s a massive time-saver when you’re juggling a lot of campaigns. I often use it to tweak my ads, test variations, and optimise settings without spending hours on individual updates.
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4. SpyFu
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SpyFu is another one I rely on for competitive research. It’s great for seeing what keywords your competitors are ranking for organically and through paid ads. I find it especially useful for unearthing keyword ideas that I hadn’t considered before. The tool also provides a history of your competitors’ PPC strategies, showing you what’s worked for them and what hasn’t.

I’m a big fan of learning from other people’s mistakes—why not use that to your advantage?
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5. Optmyzr

If you’re serious about automating PPC tasks and improving your campaign performance, Optmyzr is a must-have. This tool automates a lot of the manual work involved in PPC, like bid adjustments, keyword optimisation, and A/B testing. I use it to optimise my campaigns faster and with more precision. It also gives you great insights into what’s working and where you can make improvements.

Automation doesn’t mean losing control—it just means you’re free to focus on strategy while the tool handles the finer details.
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6. Google Analytics
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This one might seem obvious, but Google Analytics is critical for understanding how users interact with your site after they click on an ad. You can track everything from how long they stay on the page to which pages they visit next, and whether or not they convert.

I always make sure my PPC campaigns are linked to Google Analytics so I can see the full picture. It helps me make smarter decisions when optimising landing pages and adjusting bids.
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7. Unbounce
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If landing pages are your weak spot, Unbounce will quickly become your new best friend. It’s an intuitive landing page builder that allows you to create high-converting pages without needing a developer. I use it for clients who need quick, optimised landing pages that match their PPC ads perfectly.

Unbounce also makes A/B testing a breeze. You can test different versions of your landing pages to see what resonates best with your audience, then use that data to continually improve your campaigns.
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8. AdEspresso
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AdEspresso is a game-changer if you’re running Facebook Ads. It simplifies the process of creating, testing, and optimising ads on Facebook and Instagram. I particularly like how easy it is to split-test different creatives, audiences, and placements to find the most effective combination.

It also integrates with Google Ads, making it a handy tool if you’re managing ads across multiple platforms.
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9. WordStream Advisor
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WordStream Advisor is perfect if you’re managing PPC campaigns across several platforms, like Google, Facebook, and Bing. It provides easy-to-digest recommendations for improving your campaigns. I like how the tool highlights areas where you could be wasting budget or missing opportunities, and it offers actionable advice on how to fix it.

For anyone who’s new to PPC or managing campaigns at scale, WordStream can take a lot of the guesswork out of optimising.
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Having the right tools in your arsenal can seriously up your PPC game. Whether it’s optimising your keywords, tracking competitors, or improving your landing pages, each of these tools brings something valuable to the table. Of course, no tool can replace good strategy and hands-on management, but they can make your life a whole lot easier.

If you’re serious about getting the best results for your PPC campaigns, start integrating these tools into your workflow. I’ve seen firsthand how they can streamline the process, save time, and, most importantly, help you achieve better performance.

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