Paid search is one of the most competitive forms of marketing and one that needs constant monitoring. Search term bidding, keyword trends and buyer behaviour all play a role in performance. Being able to analyse the data from your account is a crucial part of improving paid search performance. In this article, we’ll look at some of the tools that can help you save time and maximise your returns from paid search.
Keyword research is one of the most important elements of creating a successful Ads campaign and UberSuggest lets you find new keyword ideas. This tool ties together data from Google Suggest and Keyword Planner to bring you all relevant keyword terms in one place. The competition and CPC columns are particularly useful to see whether a keyword is worth targeting.
2. Google Display Planner
The Google Display Planner can be used for much more than just setting up a display campaign. Just enter your website to get an idea of affinity topics, interests, demographics and device browsing behaviour. This will help you to make your search campaigns more focused. You can also setup relevant bid modifiers to control your spend based on device behaviour.
If you want to know what your competitors are doing and find out more about their PPC strategy then SpyFu can help you. It lets you search for any of your competitors and find out which keywords they are bidding on. And while there is a paid model, you can try it out just by entering a competitor’s website and you’ll get a free report. There is also a 30-day free trial option where you can take advantage of all the features before deciding whether this tool is the right fit for your business.
4. Google Data Studio
For gathering data, creating reports and building dashboards, Google Data Studio is a great platform. And best of all, the free version is crammed full of features which makes it a perfect fit for all sizes of advertiser. Data Studio gives you everything you need to visualise your data with highly customisable dashboards and reports. You can connect many different data sources to your reports so you are not just limited to reporting on Ads data, useful for marketers who want to be able to see the bigger picture from a single report.
5. Ads Scripts
If you’d like to free up time doing repetitive daily tasks such as keyword bidding, pausing a campaign that is not performing or checking quality scores and reacting accordingly, then Ads Scripts are the perfect solution. Many people are scared off by the thought of learning to code but the reality is there are plenty of free resources and scripts available to make your life so much easier. Start off with small tasks before you decide to make bigger account changes.
6. Google Optimize
Did you know that you don’t have to be a developer to start running A/B or multivariable tests? It can often be hard to get development time booked in and landing page variations created for testing but thanks to Google Optimize you can make all of these changes yourself. Using a simple drag and drop editor, Google Optimize lets you create landing page variants which you can then test with your Ads campaigns.
We hope that you have found these tools useful. Let us know if there are any tools that you rely on for boosting PPC performance using the comments section below.