Top 15 PPC Analysis Tools for Successful Campaigns in 2023

Businesses of all sizes are looking for ways to ensure their success in the digital marketing arena, and one of the most effective tools available is B2B pay-per-click (PPC) advertising.

PPC campaigns offer targeted visibility on search engines and social media platforms that can help B2B brands reach their target audiences quickly and efficiently. By leveraging the power of PPC, businesses can gain an edge over their competitors while maximizing ROI.

To better manage PPC performance and optimize campaigns in 2023, it’s important to use the right tools. Professional PPC service or PPC agency providers diagnose and plan every move and bid for your ads based on the data they collect in a timely manner.

There are many useful PPC analysis tools deployed by PPC experts and agencies. Here are the 15 best tools you need to know:

  • Google Ads
  • Google Analytics
  • Google Trends
  • Google Sheets
  • Google Ads Editor
  • HubSpot
  • SpyFu
  • Ahrefs
  • SEMrush
  • Amazon Advertising 
  • Microsoft Advertising
  • Verizon Media
  • Teikametrics
  • Unbounce
  • Optimizely

At Snell Media, we believe that businesses of all sizes should have access to these analysis tools so they can measure and improve their campaigns.

Keep reading our comprehensive guide of PPC analysis tools so you can gain a better understanding of which approaches are working best for your business — allowing you to make informed decisions about your marketing

Who we are: With over 25 years of experience, SnellMedia has created thousands of successful B2B Google Ads campaigns for clients primarily in SaaS, Manufacturing Automation and Healthtech. Book a 30-minute consultation with a senior, Google-certified member of our team today. During the call, we’ll answer any Google Ads-related questions you have and audit your account to provide your marketing team with valuable feedback they can implement to double or maybe even triple your lead generation.

How to Choose a PPC  Analysis Tool for your Campaign

How to Choose a PPC  Analysis Tool for your Campaign

One of the first things you should do before downloading an analysis tool is understand your needs. There are several exceptional PPC management tools, and knowing which ones work best for your platform and campaign can help you avoid wasting unnecessary time and money.

Having unused programmes going while you run a campaign is not a good idea as you will need to closely monitor all the tools. Moreover, if the wrong data is collected by an unfit tool, this leads to an incorrect judgement of the PPC strategy. The result can be catastrophic.

Just because there are tons of tools to choose from doesn’t mean you have to use them all. Keep in mind the kind of campaign you are running and its goals and limitations and find the right fit for you. Campaigns can run for long periods. Do the work as it appears if you are a newbie, and lean on your experience if you are a seasoned marketer.

Questions you need to ask when choosing the perfect tool for you:

Three Question You Need to Ask: Compatibility, SEO, Budget


Some tools are created for multi-analysis and some are for specific jobs. Each tool also has different strengths. For instance, multifunctional tools like Google Ads support marketers in running PPC ads with keyword search data, customer behaviour analysis, competitor analysis and so much more.

Other tools like Ahrefs provide in-depth research into keyword analysis, and SEMrush supports graphical comparisons between different competitors' strategies. These tools all have their own strengths in a specific field, so finding the one that suits you best can save you a lot of trouble.

Search engine optimisation (SEO) tools

Another aspect to examine in your choice of PPC tool is whether it supports your SEO plan. PPC campaigns contain multiple aspects, including keyword research, audience targeting, bidding strategy and PPC landing page design. A good SEO and PPC integration plan can push your paid search campaign to the next level. Make sure to consider your needs in both strategies and find the tools that cover it all.


Most good tools for PPC analysis are not free. Different subscription packages come with different functions. Users can judge based on their needs to find a reasonable package to purchase.

Of course, there are some free analysis tools that work just as well as others, or even better. Google Ads is one of these. As the biggest search engine in the world, Google holds unlimited data from billions of internet users. The platform has many tool options, such as keyword research and ad planning to help you plan winning paid ads.

When it comes to choosing a PPC tool, sticking to these three criteria might be difficult and exhausting. Consult a PPC management agency about how to pick your perfect match. PPC experts are more than happy to help you figure it out with their professional point of view.

Top 15 Proven PPC Tools

Top 15 Proven PPC Tools

Choosing the tools required for successful ad campaigns isn’t an easy task, but it is an important decision. The right tools can make a big difference when managing your PPC campaigns. Based on their attributes, some tools are good for planning campaigns, some have powerful functions to calculate the best bidding plan and others have a spectacular scope in examining the searching behaviour of internet users.

Here are 15 top-rated PPC tools that can help you take your PPC ads to the next level:

Top PPC tools: Google Ads, Google Analytics, Google Trends, Google Sheets, Google Ads Editor

Tool #1 Google Ads

As one of the tools that offer support for planning a campaign, analysing and improving your ads, Google Ads is the most powerful PPC analysis tool in modern paid advertising.

It allows companies to buy and sell advertising space 24/7. The ads are a driving force behind Google’s immensely popular search engine. In addition, Google Ads has the advantage of diverse inventories (Gmail, Google Calendar, YouTube, etc.), so Google PPC ads can be shown in any inventory of your choice to create the best result.

Google Ads has a Performance Planner tool to help you predict and plan the best bidding strategy in the future with machine learning. It also offers a Keyword Research Planner to support your keyword research with the actual search results from internet users.

The Google Quality Score is a metric that evaluates the quality and relevance of your keywords and landing pages. It also helps you find out the negative keyword terms and create a negative exact match keyword list and negative phrase match keyword list based on the search query of your choice. This ensures your ads are only shown to the right audience and your ad budget is well spent.

For ad creation, advertisers can use Ad Review and Diagnosis to see the live ads for different keywords, devices and countries and find inspiration for your PPC ad copy. All this is just the tip of the iceberg of what Google Ads can do. Setting up a Google Ads account will be the best decision you’ve ever made.

Tool #2 Google Analytics

Google Analytics is another powerful tool in the Google family, providing businesses with a comprehensive set of tools to measure, track and analyze their campaigns. It allows companies to create detailed reports about their performance metrics and optimize their campaigns for maximum effectiveness.

For example, businesses can use the tool to monitor conversion rates from various ad sources, understand which keywords are driving leads and sales, and gain insight into their customers' behavior. With this data, businesses can make informed decisions regarding how to adjust their campaigns for optimal performance.

What main things can you use Google Analytics for?

  • Tracking key metrics such as cost-per-click (CPC) and click-through rate (CTR)
  • Segmentation
  • A/B testing support
  • Remarketing optimization
  • Automated alerts
  • Insights on how visitors interact with digital content such as videos or emails by using the built-in Event Tracking feature in Google Analytics

These features make it easy to target audiences more efficiently and accurately while maximizing ROI on PPC campaigns.

Tool #3 Google Trends

Google Trends is a useful PPC tool for understanding how user search behavior is changing over time. With Google Trends, you can track the trend in queries related to your business and its products or services. You can also identify emerging trends that you can use to adjust the targeting of your PPC campaigns. 

The main uses of Google trends are:

  • Tracking specific trends in searches. For instance, a B2B company that offers IT services can use Google Trends to identify the latest technologies and trends within the industry. For example "cloud computing", being able to see whether this term is increasing or decreasing in popularity over time. This information can help inform ad campaigns by providing insight into which keywords are most popular and relevant right now, as well as what long-term trends indicate about the future of search terms for cloud computing.
  • Comparing different keywords and topics with one another, so you can gain an understanding of how they may overlap or affect each other. For instance, if you are considering running ad campaigns on both "cloud computing" and "machine learning", then using Google Trends would be a great way to get an idea of their comparative popularity levels over time. This could help determine where most of your budget should go when creating campaigns focused on these two topics.
  • Comparing different geographic regions and analyzing seasonality patterns over time - something that is especially important when creating geo-specific ad campaigns that target local audiences. 

Tool #4 Google Sheets

While it isn’t a PPC marketing tool per se, Google Sheets is critical to a campaign. The data shared between the people involved in the process needs a place to live. Google Sheets compounds the data made by the campaign and spit them out into numbers that all the team will have access to. It is a good tool to organise every draft of your ad copy and communicate with your collaborators.

Tool #5 Google Ads Editor

Another tool from the Google family aims to make your life easier. Google Ads Editor is an offline Google Ads management tool that helps you organise and plan your paid ad on your devices. This tool makes the management of large-scale or long-term campaigns easier to access.

Top PPC tools: HubSpot, SpyFu, Ahrefs, SEMrush, Amazon Advertising

Tool #6 HubSpot

HubSpot does an excellent job of caring for your client relationships, but its ambition doesn't stop there. HubSpot now not only supports functions like website creation, social media post planning and customer relationship management (CRM), but it also has one of the most customisable dashboard systems that generate reports perfectly.

As of this year, HubSpot is collaborating with Google Ads and Facebook Ads so you can pool all the campaign data from these paid media channels, which helps you examine your marketing plan from a complete perspective.

Tool #7 SpyFu

SpyFu is one of the best programs you can use to keep pace with your competitors. It uses a vast database full of SEO terms and keywords that the competition has used. However, it goes further than copying your rivals by allowing keywords from all search engines to improve your campaign.

Tool #8 Ahrefs

This is another popular choice of keyword research tool. Ahrefs is a multifunctional tool that has the most compatible keyword research ability to help you understand your options and advantages in keyword choices. You can examine the performance of certain keywords in different countries, get inspired by your organic keyword list and examine the paid and organic keywords used by your competitors.

Tool #9 SEMrush

As the key competitor to Ahrefs in the current marketing tools market, SEMrush takes another approach to competitor research. SEMrush supports powerful and highly graphical competitor research for local and international businesses. Its functions include keyword comparison, SEO audit and social media activities.

Another strength that only SEMrush has is the search intention attribute. One of the latest functions SEMrush has released is the ability to categorise keywords with different search intentions. Accuracy of up to 80~90% has been proven by many users. This is a great help for marketers in deciding which keywords to aim for to meet their conversion goals.

Tool #10 Amazon Advertising

If you are a seller on Amazon, you must familiarise yourself with the Advertising platform, now called Amify. This software helps with everything from creating content to placing landing page ads. For brands that want to expand their reach in eCommerce PPC on Amazon, Amazon advertising is a great choice to start trying out your first eCommerce campaign.

Top PPC tools: Microsoft Advertising, Verizon Media, Teikametrics, Unbounce, Optimizely

Tool #11 Microsoft Advertising

This is also known as Bing Ads and is the software that allows you to contact internet users. It is also equipped with compatible functions in paid campaigns. However, the majority of internet users search on Google, and it is possible that your audience will be the same. Investing in Bing Ads only might lead to a less effective campaign or waste of budget.

Tool #12 Verizon Media

Yahoo has been passed around for a few years but has finally settled under the Verizon umbrella. Its search and ad engines are responsible for a small part of the market but can still be helpful to your campaign. In addition, using Verizon gives you access to landing pages and other tools some companies do not provide.

Tool #13 Teikametrics

Teikametrics is the sub-company of Amazon that handles all of its ad sales and landing pages. Teikametrics is a fantastic app that allows you to find out what will make your Amazon product fly off the virtual shelves. However, be careful using Teika as it only works with Amazon.

Tool #14 Unbounce

This is one of the best landing page tools you can use for your ad campaigns. It has template landing pages that are proven to increase traffic and sales and make your page look amazing. Don’t discount shop for simple software. Often, customers buy where they feel safest and ignore the hard work done on the webpage.

Tool #15 Optimizely

Optimizely handles content as well as a few other B2B brokerage tools. The content isn’t technical, but there could be problems with production, so using a tool to ensure content loads are correct is smart.

Use as many of the tools as you need, but make sure to pick the right one, because the wrong tool will give you the wrong data or no data, which leads you to wrong judgements and bad decisions. Consulting a professional PPC management company to figure out your options is a good and safe way to avoid mistakes.

What Are the Different Types of PPC Advertising Tools?

What Are the Different Types of PPC Advertising Tools?

According to its use and strength, each PPC tool can be categorised into 5 different categories. The different types of PPC tools are

  • Management tools
  • Landing page tools
  • Reporting tools
  • Keyword tools
  • Bidding tools

Each of the tools has a purpose that helps to improve your campaign. There are systems to keep your bidding time low and remove stagnant keywords from your audiences' search results. Others control the content on your ads and ensure that they engage with your buyers as they are designed.

Tool Type Function Tools
Management tools Management tools are essential programs for PPC advertising and analysis. They run your campaign and offer information so you can adjust your ads in a timely manner. Google Ads, Google Analytics, Google Trends, Google Sheets, Google Ads Editor, HubSpot, Amazon Advertising, Microsoft Advertising
Landing page tools Landing pages are a crucial part of any PPC marketing service and PPC campaign as they are the first thing customers see. Creating good impressions with potential buyers of your products or services is essential to increase traffic and ROI. Google Ads, Google Analytics, Google Trends, Google Sheets, Google Ads Editor, HubSpot, Verizon Media, Teikametrics, Unbounce, Optimizely
Reporting tools PPC reporting tools help you get a rogue campaign back on track and save the day when you want to show a client your progress. They are the measuring stick of paid campaigns and show you where you need to make adjustments to achieve better results. Google Ads, Google Analytics, Google Trends, Google Sheets, Google Ads Editor, HubSpot
Keyword tools SEO is a powerful tool in digital marketing. SEO PPC integration can bring out the best outcome for both techniques and improve website traffic and ROI significantly. A good keyword tool helps you understand your customers' search intent and screen the most profitable keywords in your niche. Google Ads, Google Analytics, Google Trends, Google Sheets, Google Ads Editor, Ahrefs, SEMrush
Bidding tools Bidding tools are another essential piece of the campaign pie. They help you place the correct bid to achieve the desired results with your campaign. In addition, they judge by time and based on what the goal of your campaign might be. Bidding tools also save money by knowing when to bid and when to hold fast. Google Ads

Related Searches

Should I Remove Keywords with Low-Quality Scores?

Even after you've deleted an ad or keyword, it may continue to have an impact on your account history. However, we recommend deleting low-performing ads and keywords to boost the Quality Score.

Leverage the negative keyword lists to create a campaign with the most profitable keywords. There is no such thing as too many negative keywords in campaign management.

We suggest you create lists with different negative keyword match types, such as negative exact match keywords, negative phrase match keywords and negative broad match keywords, to ensure your ad doesn't show up for searches that aren't relevant and better adjust the different levels of keyword screening.

What Factors Affect Quality Score?

By improving your Quality Score, you can spend less and achieve more desired results. Three main factors influence the Quality Score - expected click-through rate (CTR), ad relevance and landing page experience. Keep these in mind to ensure the most efficient use of your ad budget.

Key Takeaways

  • Knowing which tools to use to get the job done can be a bit daunting. Running a PPC campaign requires several different tools that track everything from your bidding strategies to your keyword choice for ad groups. These PPC tools are powerful and their data should not be ignored as they improve the viability of your campaign.
  • Depending on their use and strength, PPC tools can be classified into one of five categories: management tools, landing page tools, reporting tools, keyword tools and bidding tools.
  • Learning how and when to use the tools or which one to use takes time. There is no quick fix to creating a campaign with a set of formulas. However, an experienced PPC management agency can help you find your winning combination and save you from a lot of mistakes and wasted time/budget.

Who we are: With over 25 years of experience, SnellMedia has created thousands of successful B2B Google Ads campaigns for clients primarily in SaaS, Manufacturing Automation and Healthtech. Book a 30-minute consultation with a senior, Google-certified member of our team today. During the call, we’ll answer any Google Ads-related questions you have and audit your account to provide your marketing team with valuable feedback they can implement to double or maybe even triple your lead generation.