10 PPC Tools We Should Be Thankful for this Holiday Season

The holiday season. A time when everyone around the world reflects on the things and people they are most thankful for. From being thankful for your friends and family to being thankful that your office is always stocked full with holiday treats, we all give thanks to many different things. But, there are some things we as paid search marketers sometimes take for granted. Today, I would like to give thanks to those things. Those things are those wonderful, and sometimes underrated, PPC tools that make the lives of us paid search marketers just a little bit easier. So, without further ado, here are 10 PPC tools, in no particular order, that we should be thankful for.

 

  1. Google Analytics
    • A service offered by Google that generates detailed statistics about a website’s traffic and traffic sources and measures conversions and sales. Whether you use it to track specific goals or actions on your website or use it to better understand how people browse the many pages of your website, Google Analytics provides you with helpful information that can help you better tailor your paid search campaigns to your ideal audience.
    • www.google.com/analytics
  2. AdWords Scripts
    • While needing some prior knowledge to be able to master, AdWords Scripts are a seemingly invaluable feature that allows paid search marketers to programmatically control AdWords data and perform automated changes – such as pausing ad groups or changing bids. If you need to make a wide-spread change to your account, there’s an AdWords Script for that.
    • https://developers.google.com/adwords/scripts/
  3. AdWords Dimensions tab
    • The AdWords Dimensions tab can help you get down to the nitty-gritty of your paid search campaigns. Find out what day of the week you see the most conversions, what time of the day your ads are more likely to be clicked, where country the majority of your clicks come from, etc. Sometimes knowing these things can help you better the spending of your campaigns, focusing on when and where your ads are most profitable. If your campaign has never, in the history of being it being live, seen a conversion on a Sunday – save some money and turn that campaign off on that day (pending the client is ok with it, of course). The Dimensions tab can help you figure that information out.
  4. Search Query Report
    • The search query report allows you to see actual searches that triggered your ads. This tool is super useful when one is looking to expand the keywords of their campaigns or add in negatives.
  5. AdWords Keyword Planner
    • Yet another helpful tool within the AdWords UI. Research new keyword and ad group ideas, predict how a list of keywords will perform, get historical data on specific terms, and more. The AdWords Keyword Planner is a great tool in campaign creation, providing you with an almost endless list of keyword ideas and more that can help you create your campaigns.
    • https://adwords.google.com/keywordplanner#start
  6. SEMRush, SpyFu, and the like
    • Tools like SEMRush and SpyFu are imperative in competitor analysis for your campaigns. Find out where your campaigns rank with competitors, what terms your competitors are bidding on and more. These tools are also helpful for SEO efforts and competitor analysis.
    • www.semrush.com, www.spyfu.com
  7. Ubersuggest
    • Another keyword suggestion tool that throws out thousands of keyword suggestions all from entering in one term. Ubersuggest uses real user search queries to recommend many new keywords and phrases that can help boost the traffic to your campaigns.
    • www.ubersuggest.org
  8. Wordle
    • Remember that search query report tool I mentioned before? Well, taking what you pull from that report, and plugging it into a Wordle word cloud, may just be the next best thing since sliced bread. What Wordle does is take a list of words, and creates a “word cloud”, making the more prominent word in your search query report list the most prominent word in your word cloud. This can be a helpful tool when you want to expand you keyword list and you want a quick way to find out which word that brings up your ads is the most used in search queries.
    • www.wordle.net
  9. SplitTester
    • SplitTester is an online statistical significance tester that can show you how two ads should perform in the long run based on historical clicks and CTR. Quickly determine which ad will be best for your campaign in the long run!
    • www.splittester.com
  10. Keyword Planner
    • This tool is very helpful when you need to build out your keyword list quickly. Enter the keywords you’d like to use, and this tool will populate them out in different match types – no need to manually write out those modified broad match terms any longer!
    • http://www.searchenginesmarketer.com/ppckeywordwrapper/

 

And there you have it. Ten, free PPC tools that can all help to make our jobs a little easier this holiday season and throughout the year. While you give thanks to all the other things in your life this holiday season, don’t forget about these guys, too :). Happy Holidays!

Erica Louderback About the author

Erica is a Senior Client Manager at Point It and has been working in paid search and paid social for a total of about 5 1/2 years. When she's not optimizing PPC accounts, she enjoys hanging with her dog, Gunner, hiking, cooking, and trying new restaurants.

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