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Best Tools for PPC

Paid search has become an important aspect of marketing/sales for brands. If any user is searching on search engines for anything related to your brand, they are mostly doing it with a purchasing intent. Now, it has become a challenge for search engine experts to target each and every potential customer searching for products of brands for which they manage Search Marketing. With tech innovations, the options for advertisers is increasing and they are spending more time on creating strategies. As a Paid Search expert it is important that you are efficient in managing Google AdWords, Google Analytics and Bing Ads, but there are other tools that can add a competitive edge.

AdWords itself has some very useful tools integrated, such as the keyword planner, display planner and Ad Preview and Diagnosis. But these 5 tools listed below will create an extra advantage over your competitors.


The tool will ask for an initial keyword input and use the Google Autocomplete to generate hundreds of relevant long-tail keywords for any topic. The keywords suggested through Google Autocomplete feature are the search terms that the users are frequently searching for. The free version of this provides with 750+ keyword suggestions but you will need the pro version to get the competitive analysis of each keyword. The pro version starts from $48/month.

2. Ubersuggest

Ubersuggest is a completely free tool and you can use the tool as much as you want, there will be no limitations. This tool has been used by marketers for SEO and PPC purpose.

The added feature of this tool is that it will help you with saving negative keywords also. You can download the report in excel.

3. AnswerThePublic

Answer the Public is a very informative tool. It can provide you with most relatable questions as search terms for the brand as well as long tail keywords. This tool can be mostly focused on understanding the pattern of search queries which can be helpful in tailoring your ads.

4. SpyFu

I would say that it is the best competitor analysis tool that I have used ever. Spyfu’s USP is the long history of AdWords data of competitors that it stores. It can tell you how your competitors have been changing Ad strategies over time. It provides you with SEO research, PPC research as well as the keyword research.

It is not a free tool and the basic package starts from $33/month.

5. SEMrush

SEMrush is an important tool for competitor analysis for paid and organic search. Three main things that it can do is –

  • Provide the domain ranking for each keyword.

  • It is easy to compare desktop data vs mobile data

  • It also provides better insights into competitors best performing product ads.

SEMrush is not a free tool, and the basic price starts from $99.95/month.