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13 Awesome Google Ads & PPC You Should Research

Scaling Google Ads is I believe one of the hardest things you can do in growth marketing, especially if you're in a competitive niche. Not to mention, wanting to scale internationally, whilst wanting to ensure you maintain a good ROAS and ROI. These are some of my favourite tools to scale, do competitor research, reduce click fraud and more with Google & PPC Ads.

You may also benefit from my 47-point Google Ads checklist which goes into key points to consider when running Google Ads.

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Opteo

About: 
Running Google Ads, especially if big accounts can get messy. I prefer to run accounts normal but have had friends rave about Opteo.

Top Features:

When running your campaigns, recieve smart recommendations that go into detail about what's happening with your account. Recommendations of how to improve campaigns, budgets, bid optimisations and more.
Diagnose issues across accounts with a user friendly interface, where you can quickly understand fixes and optimisations to help improve campaigns.
You can hook it up with Slack to get alerts about performance, helping you stay on top of your account.
Optimisations
Automation
Reporting
Pricing: 
Pricing starts at just $99 per month.
Web/App
Paid
$-$$$
Favourite

SpyFu

About: 
Want to understand what your competitors are running for ads? Then you need to give SpyFu a go. One of my personal favourites.

Top Features:

Simply search for your competitors domains (or any domain) and see how they rank organically as well as see their Google Ads.
Monitor keywords they're currently running ads on, as well as identify gaps in their strategy. What keywords can you take advantage of to give you an edge?
Get recommendations as well based on your own performance. Find profitable keywords you can scale.
Competitor
Analysis
Research
Pricing: 
If you choose the annual plan, pricing just starts at $33 per month. There's also a professional plan available.
Web/App
Paid
$-$$$
Favourite

Adzooma

About: 
Adzooma does the heavy lifting when it comes to running campaigns across channels, including Google Ads.

Top Features:

Setting campaigns just takes minutes, saving you the workload if you setup campaigns manually.
A great feature of the platform, particularly for non-marketers, is that they provide personalised step-by-step checklists on what to run and optimise.
Analyse your daily scores and recommendations with ease, so you can focus on more efficient output.
All-in-one
simplified
scoring
Pricing: 
You can sign up for their freemium plan, which has some good features. Then, you can upgrade to the Plus version for £69 per month.
Web/App
Freemium
$-$$
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Adbeat

About: 
Running display ads? You've got to check out Adbeat for competitor intelligence.

Top Features:

Get the data and insights you need to get an edge over your competitors, seeing what ads they run across 120+ available networks.
Monitor your competitors easily through the insights and analytics dashboards so you can identify their ad strategies overtime.
You can also setup alerts and reports so you can communicate with the rest of your marketing team what's happening.
Intelligence
Display Ads
Raw Data
Pricing: 
The standard pricing starts at $249 per month with 90 days of data. You can upgrade to the professional plan for $399 p/m, to get 1 year's worth of data.
Web/App
Paid
$-$$$$
Favourite

iSpionage

About: 
Reverse engineer and understand what your competitor's strategy is when it comes to running Google Ads and even organic with iSpionage.

Top Features:

Research and see a breakdown of the keyword and ads your competitors are running (or any brand for that matter) and see what gaps you have in your own strategy.
Take action on those insights and start bidding on keywords or refining your organic strategy to beat your competitors overtime.
A cool feature I like is the ability to see the user journey of sites you're up against or when looking for inspiration from other companies.
Competitor
Reverse-engineer
user journeys
Pricing: 
Pricing begins at just $59 per month, with professional and advanced plans providing more volume across features.
Web/App
Paid
$-$$$
Favourite

CallRail

About: 
If you're running ad campaigns focused on getting calls (i.e. call tracking), then you should take a look at CallRail.

Top Features:

With this platform, you can improve tracking and understanding of how effective your campaigns are, even if no one goes through to call you.
In insights and analytics, you'll be able to track incoming phone calls and text messages so you can attribute campaigns which deliver ideal customer activities.
There is also form tracking, conversation intelligence (AI which can transcible and analyse your calls - awesome!) as well as a lead centre, so you can see all conversations in one place.
Calls
Tracking
Leads
Pricing: 
Pricing starts at $45 p/m, with larger plans available with more features.
Web/App
Paid
$-$$$
Favourite

Optmyzer

About: 
Get more from your PPC spend with Optmyzer - helping you optimise and scale your accounts.

Top Features:

There are a plethora of features available, including one-click optimisations across recommended keywords, budgets, bids, split testing and more.
Get insights across your campaigns, landing pages, audits of where things can be improved, quality score and budget projections.
There are also advanced features to help bolster up your efforts such as scripts, rules and customisable recommendations.
Automated bidding
a/b testing
ROI tracking
Pricing: 
Monthly billing begins at $249 per month for $10km monthly ad spend, and increases based on ad spend. There are also 6 month and annual plans available.
Web/App
Paid
$-$$$
Favourite

Acquisio

About: 
If you're looking for an end-to-end platform to help manage your Google Ads and Microsoft ads, then you need to check out Acquisio.

Top Features:

Launch campaigns in a breeze with confidence using the campaign creation feature.
Based on their AI, see where you can improve and make optimisations for better results.
Leverage their API's and integration connectors such as Google Analytics, CRM's, call tracking providers and more to bolster your insights and analytics efforts.
AI
Campaign management
Integrations
Pricing: 
To find out pricing, you will need to enquire.
Web/App
Demo
$-$$$
Favourite

Promonavi

About: 
Another option on the market for managing and optimising your Google Ads and Microsoft Ads for success is Promonavi.

Top Features:

Create campaigns with ease based on insights and recommendations of how your account is performing.
Save time by automating routine tasks whilst making sure you're reducing costs and becoming more efficient at spend to maximise your chances of a better ROAS.
They also have a competitor analysis tool so you can identify gaps in your keywords strategy and understand your competitors strategy.
Automation
Anomaly detection
Campaign builder
Pricing: 
Pricing begins at $49 per month if billed monthly. Cheaper if billed annually. There's a 14 day free trial available.
Web/App
Paid
$-$$
Favourite

Wordstream

About: 
A popular tool used by many marketers and startups for improving Google Ads campaigns is Wordstream.

Top Features:

A key feature is the performance grader, where there's the possibility of over 2 million potential account improvements. Pretty impressive the amount of potential improvements they've suggested to users overtime.
Understand where you can improve performance across spend, CTR, long tail keywords, budgets, mobile optimisations and more.
You can sign up and get a free report based on your account, which is really awesome!
Campaign management
Performance graders
Audit
Pricing: 
You can get a free report. They also have amazing content for learning for PPC and Google Ads.
Web/App
Paid
$-$$
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Clickcease

About: 
Do you run large scaled budgets? Then you should look into Clickcease which helps prevent click fraud.

Top Features:

There's nothing worse for an advertiser when you identify campaigns and ads draining money due to bots or competitors clicking your ads. Unfortunately, this happens a lot.
A popular solution is this platform, where it's simple to signup and integrate with your Google Ads account. They also do Facebook Ads as well.
You will be able to easily identify thanks to the platform, which sources are not real customers (e.g. like bots), where you can toggle and block these sources of traffic contributing to wasted spend. They've done a great job with how easy it is to use.
Protection
Click-fraud
Block bots
Pricing: 
Pricing starts at just $59 per month for up to 5000 clicks, and increases if you decide you want to prevent more clicks.
Web/App
Paid
$-$$$
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ClickGUARD

About: 
An alternative available for PCC and Google Ads advertisers to prevent fraud clicks is ClickGUARD.

Top Features:

The platform can detect threats quickly, to see where wasted clicks are. There's also insight into who, where, what and why behind all ads that are clicked.
You'll see the impact these detections of fraud clicks are on your account, where you can take action to block them.
Good reporting feature so you can see what's been happening in your account. Like your own audit.
Block bots
Click-fraud
Optimise spend
Pricing: 
Montly pricing kicks off at $74 per month if billed monthly - this is for up to 5000 clicks. There's also Premium and Elite plans available.
Web/App
Paid
$-$$$
Favourite

PPC protect

About: 
PPC protect is a great option for advertisers who want to prevent fraud and bot clicks outside of just PPC and Google Ads.

Top Features:

With this platform, you can prevent fraud clicks, as well as lowquality clicks across Facebook and Instagram Ads, Bing and even Twitter Ads.
Uncover and understand what and where your low quality clicks, fraud or malicious publisher clicks are coming from, so you can make the required exclusions so your not wasting spend.
Sign up and connecting your account is simple, where you'll be able to see insights pretty quickly of what action needs to be taken.
prevent fraud clicks
Easy setup
Analysis
Pricing: 
There are 3 main plans available, but you will need to enquire and do a demo to find out more.
Web/App
Demo
$-$$$
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Updated on:
April 4, 2022
Note: Pricing, plans, and homepage images change overtime. Pricing recorded as of 3rd April, 2022. If you see any changes required, please let me know. If you suggest any tools to add, get in touch. 😊

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⚡ Frequently Asked Questions ⚡

What are the best PPC tools?
I've mentioned quite a few PPC tools that I've personally used over the years. The best PPC and Google Ads tools I rely on for auditing and scaling accounts are: SpyFu - Great for competitor spying. Adbeat - Best for looking at display as across GDN and native. Optmyzer - One of the best for managing and growing accounts. I also mentioned a couple of awesome automated tools for Facebook Ads which can also work for Google Ads.
Why do you need PPC tools?
You don't necessarily need tools to be successful with PPC or Google Ads. However, they go a long way to quickly identify, audit and scale accounts faster and more efficiently. I find from my experience the investment in tools helps with overall greater ROI, meaning I'm making the investment back per month.
Are there any AI-powered tools for PPC or Google Ads?
Absolutely. There are a few on the market but many are expensive. Go for tools which you need to pay for relative to ad spend. Two tools that are really good that I recommend are; Revealbot, Madgicx, and Opteo.
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