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The Ultimate Paid PPC Tools Showdown

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Breakdown of popular tools in the PPC industry across categories including 3rd party management, competitive research, call tracking, reporting, conversion rate optimization, and more!

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The Ultimate Paid PPC Tools Showdown

  1. 1. About Me
  2. 2. About Me – Avalaunch Media
  3. 3. Why a Paid Tools Presentation? Tools make us more valuable (time) Few are talking about them Tools compliment the platforms Which tools are worth it? Which are not?
  4. 4. Tools for Every Skill Level BingAds Editor Adwords Editor Google Keyword Tool Excel Google Analytics
  5. 5. What are we NOT going to hit on? Free tools: Excel, Editor, Keyword Planner Customer Relationship Management Project Management Giving an in-depth summary of each tool, features, pricing, etc Every tool out there
  6. 6. Who was surveyed? Q1 – Where do you work? Freelance/Independent - 7 Agency - 22 In-House - 8
  7. 7. Who was surveyed? Q2 – What is the average size account you 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
  8. 8. 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
  9. 9. Most popular – Agency Competitive 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
  10. 10. Most popular – Freelance/Independent Competitive 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
  11. 11. Most popular – In-House Conversion 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
  12. 12. Agency VS Freelance Vs In-House Very little difference in tools between them Competitive research maintained a high position CRO and LP Testing were more important for Freelance and In-House
  13. 13. Most popular – Large Agencies Third 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
  14. 14. Most popular – Small Agencies Competitive 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
  15. 15. Large Agency VS Small Agency No matter the size of the accounts managed, the tools used were nearly identical 3rd Party Management Tools were the exception CRO completely missing from Small Agencies
  16. 16. 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
  17. 17. 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
  18. 18. Value & Custom Built Tools Tools that provide the most value are TIME savers Most popular = competitive research, but no one said competitive research provided the most value Reporting tools are by far the most common built
  19. 19. Category Breakdown 3rd 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
  20. 20. Category Breakdown Social 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
  21. 21. Category Breakdown Call 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
  22. 22. Category Breakdown Competitive 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
  23. 23. Category Breakdown Reporting 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.”
  24. 24. Category Breakdown Rate 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
  25. 25. Category Breakdown Landing 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
  26. 26. Category Breakdown Data 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
  27. 27. Takeaways with Tools Each tool category provides its own value Some tool categories overlap; reporting, CRO Contract length and volume can get you a lower price
  28. 28. Paid PPC Tools Conclusion Tools will save you time The right combination of tools varies from situation to situation Comp. research, phone tracking, & 3rd party management are by far the most common Social PPC tools will rise

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