The Ultimate Paid PPC Tools Showdown

About Me

About Me – Avalaunch Media

Why a Paid Tools Presentation?Tools make us more valuable (time)Few are talking about themTools compliment the platformsWhich tools are worth it? Which are not?

Tools for Every Skill Level

BingAds Editor

Adwords Editor

Google Keyword Tool

Excel Google Analytics

What are we NOT going to hit on?Free tools: Excel, Editor, Keyword PlannerCustomer Relationship Management Project ManagementGiving an in-depth summary of each tool, features, pricing, etcEvery tool out there

Who was surveyed?Q1 – Where do you work?

Freelance/Independent - 7

Agency - 22

In-House - 8

Who was surveyed?Q2 – What is the average size accountyou work with? (in monthly spend)

Less than$2,000

$2,001 to$10,000

$10,001 to$50,000

$50,001 to$200,000 $200,000+

5

9

10

11

2

Which categories of tools are most popular?Competitive Research - 23

Third Party Management Software - 17

Call Tracking - 17

Conversion Rate Optimization - 12

Landing Page Creation/Testing - 10

Data Feed Management - 9

Reporting - 9

Social PPC Tools - 6

Budgets - 4

Ad Optimization - 2

Keyword Research - 0

Most popular – AgencyCompetitive Research - 16


Call Tracking - 13


Reporting - 6

Landing Page Creation - 6



Ad Optimization - 2


Budgets - 1

Most popular – Freelance/IndependentCompetitive Research - 5



Budgets- 3

Call Tracking - 2


Reporting - 2


Ad Optimization - 1



Most popular – In-HouseConversion Rate Optimization - 3


Competitive Research- 2

Call Tracking - 2

Budgets - 1

Reporting - 1




Ad Optimization - 0


Agency VS Freelance Vs In-HouseVery little difference in tools between themCompetitive research maintained a high positionCRO and LP Testing were more important for Freelance and In-House

Most popular – Large AgenciesThird Party Management

Software - 10

Competitive Research - 9

Call Tracking - 7



Reporting - 3



Ad Optimization - 1


Budgets - 1

Most popular – Small AgenciesCompetitive Research - 7

Call Tracking - 6

Ad Optimization - 5


Reporting - 3




Ad Optimization - 1


Budgets- 1

Large Agency VS Small AgencyNo matter the size of the accounts managed, the tools used were nearly identical3rd Party Management Tools were the exceptionCRO completely missing from Small Agencies

Which category provides the most value? Third Party Management Software

- 6

Reporting - 3



Call Tracking - 1




Budgets - 1

Has you or your company built their own tool?No – We have not built our own tool -

9

Reporting - 7


Ad Optimization - 1


Budgets - 1

Value & Custom Built ToolsTools that provide the most value are TIME saversMost popular = competitive research, but no one said competitive research provided the most valueReporting tools are by far the most common built

Category Breakdown3rd Party Management Software

PRICING: % OF SPEND & FLAT RATE• Starts at a few hundred dollars• Most will push you towards a

contract

WHAT MAKES IT WORTH IT?

"Acquisio provides the most value since it's able to mirror/scale bid rules and reporting insights across multiple channels.

Bid Management

Cross Platform Management

Automate Some Tasks

Customized Reporting

Custom Alerts

Category BreakdownSocial PPC Tools

PRICING: % OF SPEND & FLAT RATE• Starts at a few hundred dollars• Most require contracts

"The most value comes from AdStage. LinkedIn campaigns can be such a pain to manage and track conversions in and AdStage solves all of that. Even though it doesn't do nearly as much as some of the major tools, this definitely has the greatest impact on my day to day job."

WHAT MAKES IT WORTH IT?Cross Platform Management

Social PPC focus

Automate Tasks, like Bidding

Customized Reporting

Custom Alerts

Category BreakdownCall Tracking

PRICING: FLAT RATE• Starts at less than $50• Pay for quantity of numbers

and minutes used

"Call Rail provides reports and post phone call notifications. That provides a reminder that the client's PPC budget is delivering leads. It's a nice reminder that we are delivering results that mean cold hard cash to the client, not just quality score improvements."

WHAT MAKES IT WORTH IT?Record and listen to calls

Tie keywords to calls

Dynamically insert numbers

Import calls as goals into Analytics

Category BreakdownCompetitive Research

PRICING: FLAT RATE• Starts at less than $100

“Burgers”

WHAT MAKES IT WORTH IT?See competitors keywords, ads budgets and placements

Get new keyword ideas

See overlap of competitors terms

Estimate budgets for new markets

Category BreakdownReporting


WHAT MAKES IT WORTH IT?Cross platform and automated reports

Integration of Analytics and Call Tracking

Some tools offer budget tracking

Some tools offer white-label dashboards

“Ninja cat helps us do what used to take hours in minutes! We get all the data from Adwords, BingAds, Callrail, and Analytics in one place.”

Category BreakdownRate Optimization


"Optimizely, because CRO."

WHAT MAKES IT WORTH IT?Many types of tests; a/b, multi-variate, split URL, geographic, etc.

Minimal IT help

Heatmaps & Clickmaps

Category BreakdownLanding Page Creation/Testing

PRICING: FLAT RATE + ADDONS• Start at less than $100• Pay for more users, quantity

of traffic, new URLs

"Unbounce. The ability to create, modify, and test landing pages is a huge part of our success as an organization."

WHAT MAKES IT WORTH IT?Build landing pages without IT help

Pages are responsive

A/B and split URL test

Create templates for later use

Category BreakdownData Feed Management


"We've recently started using Feedonomics for shopping feed management and it has been invaluable in getting clean feeds setup. Previously we were running custom programming on sites to generate a feed that was at best a rough reflection of the site content and in no way optimized for ads."

WHAT MAKES IT WORTH IT?Data feed management

Integration with Comparison Shopping Engines

Integration with Marketplaces

Feed monitoring

Takeaways with ToolsEach tool category provides its own valueSome tool categories overlap; reporting, CROContract length and volume can get you a lower price

Paid PPC Tools ConclusionTools will save you timeThe right combination of tools varies from situation to situationComp. research, phone tracking, & 3rd party management are by far the most commonSocial PPC tools will rise

The Ultimate Paid PPC Tools Showdown

Marketing

Transcript of The Ultimate Paid PPC Tools Showdown