9 PPC Tools That’ll Give You a Leg Up on the Competition

by Adam Kreitman

Last updated on April 3rd, 2018

In the cutthroat world of PPC advertising, you need every advantage you can get to stay ahead of the competition.

Below are 9 tools that will help give you an edge in the set up, management and optimization of PPC campaigns… either by saving you time, making your job easier and/or providing revealing data most of your competition don’t have access to.

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Split testing is one of the most important actions involved in optimizing an AdWords campaign. It basically involves taking two ads and having them battle it out to see which one performs the best over time.

When you have a clear winner, you delete the losing ad, replace it with new ad variation and start a new split test.

But how do you know when a test has run its course and you have a clear winner and loser? Well, you can either do the math or you can make things easy on yourself by using the free tool at splittester.com.

It’s a very simple tool to use. All you do is enter how many clicks each ad has received, along with its clickthough rate. Then you click the “Calculate” button and you instantly get results that tells you, in percentage terms, how confident you should be that the ads will have different response rates over the long haul.



It’s great to send highly qualified traffic from your PPC campaigns to your website. However, success ultimately comes down to your website and how efficient it is at converting that traffic into leads and sales.

So as important as it is to split test ads, it’s also extremely important to split test your landing pages.

And Optimizely is a fantastic tool to help you easily split test landing pages… with no programming necessary!

The way it works is you enter the URL of your landing page and Optimizely will upload the page into their system.

Then you can edit text (even on call-to-action buttons), resize/rearrange/remove page elements, change colors, etc. And it’s all done in a WYSIWYG editor.

Once you make changes to your page, you put a single line of code on your landing page and Optimizely runs a split test of your landing page for you to see whether the changes improved conversions or not.

I’ve not come across an easier way to split test landing pages than this.

Google Keyword Planner

This is a relatively new tool offered (free) by Google. This tool (which can be accessed from within your AdWords account) essentially combines Google’s Keyword Tool and Traffic Estimator into one.

There are a few ways to use it to build your AdWords campaign.

First, you can type in “seed” keyword ideas or a website URL and the Planner will give you a bunch of ideas for related keywords. It even creates sample ad groups you could add to your campaign. This is particularly useful for brainstorming keyword and ad group ideas.

When you find ad group/keyword ideas you like, you can add them to your “Plan” and, based on your bid range, the tool will give you estimates of what the clicks, costs, etc., will be if you added those keywords/ad groups to your campaign.

Google AdWords Keyword Planner results

Another great feature of the Planner is you can get traffic estimates for specific cities, metro areas, etc. (In the Google Keyword Tool, you could only get traffic estimates for the entire U.S. or worldwide.)

This could be a very nice enhancement for those of you running local campaigns (though I have not tested it out enough to say how accurate the data is).

Already have a list of keywords? Great… simply upload them to the Planner and get estimates of how those keywords would perform BEFORE you add them to the campaign (understanding that estimates are just that, estimates, and should be taken with a big grain of salt).

AdWords Editor

AdWords Editor is a free desktop software application that allows you to build and edit campaigns offline. This tool will easily save you hours if you manage large and/or a lot of AdWords campaigns (Microsoft has an equivalent application called Bing Ad Editor).

Things that would take hours to do in the online AdWords interface can take you minutes in AdWords Editor because you can quickly copy/paste/drag keywords, ads, ad groups, campaigns, etc. You can also import and export data so you can massage it in Excel and/or share it with others who are helping to manage the accounts.

I use AdWords Editor more than any of the other tools mentioned in this article. If you spend any amount of time working in AdWords, using AdWords Editor is a must!

AdWords Wrapper

Let’s say you have a long list of keywords you want to add to your campaign. And you want to add them as both Exact Match and Modified Broad Match keywords. It could take a while to do this manually.

But with this handy AdWords Wrapper tool, it’ll take seconds. All you do is paste a list of keywords and then select what Match Type variations you want the list converted into. You can instantly build lists that include Exact, Phrase, Broad and/or Modified Broad Match keywords.

This screenshot from Mike’s Marketing Tools, gives you an idea of how it works:

AdWords Wrapper

I’ve used other “wrapper” tools before, but this is the first one I’ve come across that makes creating the Modified Broad Match keywords a snap.

Microsoft Excel

Yes, Excel! There’s no shortage of ways to use Excel to help with AdWords… from planning and organizing your campaigns to quickly creating/editing large numbers of ads and keywords to calculating key metrics, like Profit Per Impression, that you can’t get directly from AdWords or Analytics.

But my favorite use of Excel is using pivot tables to analyze data. Some of the ways to use pivot tables include…

  • Compare how specific ad copy (headlines, description lines, etc.) are performing across an entire campaign
  • See how different match types are performing
  • Check the Quality Score of keywords
  • Analyze the performance of specific placements on the Display network
  • And much more!

The beauty of pivot tables is how they allow you to easily organize and manipulate large amounts of data from AdWords and quickly see meaningful data you can use to optimize campaigns.

Certified Knowledge

Certified Knowledge was created by Brad Geddes, generally considered the most knowledgeable and influential PPC pro around.

The paid membership area of the site includes an incredibly detailed education area with just about everything you need to know to become a PPC expert, a message board where Brad hangs out and answers questions, and some great PPC tools.

The tools include a Keyword Mixer, Mass Ad Copy Creator, and Geographic Keyword Finder. But the two that are my favorite are the Quality Score Analyzer and Report Analyzer.

For both of these reports, you simply upload a report (ie. Search Term Report, Ad Report) from your AdWords account and the tools do the rest.

In the Quality Score Analyzer, you end up with a list of ad groups (sorted by priority) that need the most attention when it comes to Quality Score.

When using the Report Analyzer, you end up with a color-coded spreadsheet that highlights profitable/unprofitable ad copy, search queries, landing pages, placements, etc.

Both tools allow you to quickly focus on the areas of your campaign that need the most attention and will give you the biggest bang for your buck when it comes to optimization.


iSpionage is a “spy” tool that lets you keep track of what your competitors are doing when it comes to PPC (both in Google and Bing/Yahoo) as well as SEO.

Here are a few ways I use iSpionage to help with campaigns…

Keyword research

You can enter competitors’ websites and iSpionage will give you an idea of what keywords they’re bidding on/ranking for. This list is often helpful in finding long tail keywords and filling in the gaps from some of the other keyword research tools.

Keep tabs on competitors

Want to know what changes your competitors are making in their accounts? You can monitor them in iSpionage and see things like what new ads they’re running and what new keywords they’re bidding on.

Keep tabs on specific keywords

If there are certain keywords that are very important to your business, you can track them within iSpionage. This will let you see things like where you rank vs. your competition, Impression Share for both your ads and your competition’s ads and see how these things change over time.



AdGooRoo claims to have the world’s largest search intelligence database that looks at over 900,000 PPC advertisers across 14 search engines. For PPC campaigns, its SEM Insight™ is the most helpful tool that puts all AdGooRoo’s data to work for you.

Here are some of the ways AdGooRoo can help manage campaigns:

  • Analyzing competitor’s campaigns/data to see what strategies they’re using that are working for them
  • Identifying keywords in your campaign that have a low impression share
  • A campaign alerts function that scans your account daily for common problems, and
  • A “Top Ad Copy” report that shows the top ads in a market and much more.

AdGooRoo is a bit on the pricey side but is well worth it for agencies and larger advertisers.

Now it’s your turn…

What are your favorite tools when it comes to PPC management?

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Adam Kreitman

Adam Kreitman coaches business owners on how to make their websites more compelling to their prospects.. and to Google. He owns Words That Click, a firm specializing in Conversion Optimization and managing Google AdWords campaigns for small businesses.Follow him on


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  1. Carson says:
    June 27, 2016 at 2:05 am

    Its always a lot of hassle finding posts about search engine optimisation define, happy I
    discovered your site…very practical
    Added this to my FB wall, very useful

  2. Tyler Juhola says:
    October 19, 2015 at 5:01 pm

    This is a great list! Even after I read it 2 years after you’ve published it, which can be ancient in digital marketing ;).

    I’d recommend looking at our tool as well, SteadyBudget, if you have any plans to update your list. It’s relatively new, and suited best for agencies with lots of monthly budgets. You can aggregate spends from Google, Bing and FB, assign each campaign to a specific budget and have the platform autopause campaigns when a budget is reached.

  3. Dan Perach says:
    October 18, 2015 at 6:49 am

    looking for a tool that will prepare bulk upload worksheet for adding new keywords to a single adgroup, across mulitple campaigns.

  4. Gwen Cornelissen says:
    September 29, 2015 at 1:56 pm

    Very useful and effective information, the obvious way to take in PPC without under-going the large learning curve is usually to find adwords management services that provide a great interface which means you won’t have a tough time to understand.

  5. November 23, 2014 at 3:31 am

    Hi Adam thank you for sharing this useful information, I would like to add more tools

    SEMRush – competitive research tool covering both AdWords & organic search results, adding data like keyword value and keyword volume to ranking data. In addition to tracking Google’s global search results.

    Keyword List Generator – allows you to quickly create large lists of keyword phrases using keywords and modifiers

  6. StefanieH says:
    August 19, 2014 at 2:24 pm

    Does anyone know of a good tool that will automatically take screenshots of the SERPs and of competitor PPC landing pages?

  7. chentong says:
    June 13, 2014 at 12:19 pm

    Hi Adam, I may have joining this discussion a bit late. If Excel is in one of your most useful tool list (which I totally agree), there is one feature that should worth mentioning, Excel VBA (macro).

    Basically I automated almost every keywords task to VBA and compile them to Excel add-in (xlam file). Most people think that installation of Excel add-in is cumbersome. but it is not. You can just double click an Excel add-in file, and the extra functionality will be available for your current Excel session.

    I use these extended excel functions to tag URLs with analytics utm parameters in bulk, I add Broad match modifier to keywords in bulk, I automated mix (mathematical term is Combination) for multiple keywords list, and more.


    I made these files available for download through google drive. Please take a look. I hope you like it.

    • June 13, 2014 at 1:26 pm

      Thanks for sharing, Chentong. Sounds like a great tool.

      • chentong says:
        June 14, 2014 at 4:14 am

        Thanks Kathryn for your kind words.

    • Neil Patel says:
      June 13, 2014 at 6:07 pm

      Chentong, thanks for the share. We look forward to hearing more from you 🙂

      • chentong says:
        June 14, 2014 at 4:15 am

        Thanks Neil, for the warm welcome. 🙂

  8. Phil says:
    May 13, 2014 at 1:35 am

    Hi Adam,

    We just put a lite version of our internal adwords reports via the API on our website Free for general use. It’s hopefully a good tool for people to generate reports for their clients or audit their own campaigns, it is !00% free and private, doesn’t need any details to run and generates all the data into a secure and very printable pdf. Hopefully you think it’s worthy of including on your great list. Check it out at http://www.clickclickmedia.com.au .

    Cheers – Phil

    • May 13, 2014 at 9:37 am

      Thanks for sharing, Phil. It looks like a useful tool. 🙂

      • Phil says:
        May 13, 2014 at 10:18 am

        Thanks Kathryn 🙂

        – Phil

  9. Ashok says:
    March 13, 2014 at 10:21 am

    Hi Adam,

    We built a tool called ReportGarden (reportgarden.com) that helps Agencies and freelancers generate PPC reports. Our software helps them save several hours they waste on reporting. Our reports are also exteremely customizable, so you can create great looking PPC reports using our software.

    Please let me know if you want to review our product.


  10. valerie says:
    February 19, 2014 at 10:02 pm

    Hi adam

    I heard a company named results driven marketing does free negative keyword audits i would recommend talking to them at 888-642-6026

  11. Laura says:
    January 2, 2014 at 12:36 pm

    I’m wondering if there is a tool or template (excel sheet) for building AdWords ad copy that includes a row/column for the ‘new’ extensions that has become so important to Google in the last few months. There are many templates to help generate keywords, groups and keep 25/35/35 character length, but nothing that includes the extensions. Any help or suggestions would be greatly appreciated. THANKS!

  12. Anne Chiew says:
    July 31, 2013 at 6:27 pm

    Hi Adam,

    Sorry to join the self promotion gang here but I also want to plug my PPC Tool that will definitely give you a leg up over your competition.

    Keyword Machine http://www.keywordmachine.com is a Keyword Concatenation and Ad Builder PPC Tool which can cut search marketer’s campaign build time by 80%.

    Not only can our app combine hundreds of thousands of keywords for you in whatever match type you need including Modified Broad, we insert your keywords and metadata into the ad groups and text ad to create tightly themed ad groups and highly relevant ad creatives for improved QS.

    Our customers are already saying their campaign build time has gone from several days to only a few hours now. Updating text ads used to be a pain point but now only takes minutes to refresh using Keyword Machine. Agencies are now spending more time on strategic, productive tasks instead of being sucked into working through large, complicated formulaic worksheets in Excel.

    Keyword Machine doesn’t disrupt any existing workflows – it simply fast tracks the build phase. Finished campaigns are exported from Keyword Machine in Google Adwords Editor format so they are ready to import directly into Editor or any PPC bid management tool.

    We don’t pretend to be an all in one PPC tool. We aim to do one thing right and well, which is build PPC campaigns the smart way. Hope your blog readers will find this tool useful too in their next PPC campaign creation 🙂


    • August 1, 2013 at 3:14 pm

      Hi Anne-

      I’m not familiar with Keyword Machine, but it sounds like a great tool. I think I may sign up for a free acount and test it out myself… could be a huge timesaver for us!


  13. July 25, 2013 at 2:46 pm

    Hi Adam,

    I work for Unbounce and wanted to add Unbounce to your list of PPC tools as well (shameless plug, but let me explain why)

    You mention that Optimizely is a fantastic tool to help you easily split test landing pages… with no programming necessary. Optimizely is actually a better use case for someone who needs to slit-test a website that is already created and in use.

    Unbounce, on the other hand, allows you to quickly create and test new landing pages (that don’t yet exist) with a visual drag & drop editor.

    They’re both great tools for the right purpose. Unbounce is landing page specific – allowing your to not only spit-test, but build landing pages, whereas something like Optimizely or VWO are A/B and multivariate testing platforms for yoru website.

    Another PPC tool I would add to your list is Tenscores, a Quality Score dashboard. They are in beta right now, but they definitely look promising. Their blog is pretty dynamite for PPC tips as well.


    • July 28, 2013 at 7:59 pm

      Adam, I agree with Stefanie.

      We have our own split testing tool Convert.com and we also use Unbounce. Simple “new” landing pages is best to use Unbounce or another landing page creation tool (there is also LanderApp). Creating landing-pages from scratch is just a pain in Optimizely and our own tool Convert Experiments.

      Maybe for next list you make…


    • August 1, 2013 at 3:12 pm

      Thanks for the comments Stefanie and Dennis. I am familar with Unbounce and, while I haven’t used it myself, know some people who’ve been very happy with it. Glad you stopped by and added it to the list!


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