The Ultimate Paid PPC Tools Showdown
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Transcript of 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
Third Party Management Software - 13
Call Tracking - 13
Conversion Rate Optimization - 7
Reporting - 6
Landing Page Creation - 6
Social PPC Tools - 5
Data Feed Management - 5
Ad Optimization - 2
Keyword Research - 2
Budgets - 1
Most popular – Freelance/IndependentCompetitive Research - 5
Third Party Management Software - 4
Landing Page Creation/Testing - 3
Budgets- 3
Call Tracking - 2
Conversion Rate Optimization - 2
Reporting - 2
Data Feed Management - 2
Ad Optimization - 1
Social PPC Tools - 1
Keyword Research - 0
Most popular – In-HouseConversion Rate Optimization - 3
Data Feed Management - 2
Competitive Research- 2
Call Tracking - 2
Budgets - 1
Reporting - 1
Landing Page Creation/Testing - 1
Third Party Management Software - 1
Social PPC Tools - 0
Ad Optimization - 0
Keyword Research - 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
Social PPC Tools - 4
Data Feed Management - 3
Reporting - 3
Landing Page Creation/Testing - 3
Conversion Rate Optimization - 2
Ad Optimization - 1
Keyword Research - 1
Budgets - 1
Most popular – Small AgenciesCompetitive Research - 7
Call Tracking - 6
Ad Optimization - 5
Third Party Management Software - 4
Reporting - 3
Landing Page Creation/Testing - 3
Data Feed Management - 2
Social PPC Tools - 1
Ad Optimization - 1
Keyword Research - 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
Conversion Rate Optimization - 3
Social PPC Tools - 2
Call Tracking - 1
Landing Page Creation/Testing - 1
Data Feed Management - 1
Keyword Research - 1
Budgets - 1
Has you or your company built their own tool?No – We have not built our own tool -
9
Reporting - 7
Third Party Management Software - 1
Ad Optimization - 1
Keyword Research - 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
PRICING: FLAT RATE• Starts at less than $100
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
PRICING: FLAT RATE• Starts at less than $100
"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
PRICING: FLAT RATE• Starts at less than $50
"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