14 Best Tools for Optimising Google Ads

Whether you’re a startup or an established business, it’s highly likely that you’ve heard about Google Ads and its potential for boosting your online visibility and sales. Of course, Google Ads has its own features. However, it’s highly recommended to use other tools to enhance the automation, management and optimisation of your pay-per-click campaigns.

As an advertiser or business owner, you can only do so much when it comes to continuously refining your ads. Tools like these are made to fill in whatever gaps or opportunities you might have missed. Keep reading to learn the best Google Ads optimisation tools and how these can help you get the most out of your campaign.

What is Google Ads Optimisation?

Google Ads optimisation is the process of making changes to your Google Ads campaigns to improve their performance. This may include testing different ad copy, adjusting bids for certain keywords and segmenting campaigns into different groups for more targeted messaging.

By optimising your Google Ads campaigns, you can be sure that you’re getting the most out of your budget and reaching the right people with your ads. Additionally, regular optimization can help you stay ahead of the competition and find new ways to reach potential customers.

How It Works

Google Ads optimisation uses various techniques such as keyword selection and targeting, dynamic bidding strategies and performance data analysis to achieve maximum efficiency. It’s important to monitor metrics like click-through rate (CTR), cost per click (CPC), impressions, conversions and cost per acquisition (CPA).

With effective optimisation strategies and tools on hand, businesses can ensure that they’re getting the most out of their PPC ad spend.

By optimising your Google Ads campaigns, you can be sure that you’re getting the most out of your budget and reaching the right people with your ads.

Google Ads Optimisation Tools (in Google)

Since Google Ads are housed within the Google platform, it only makes sense to first utilise tools already available. With its easy-to-understand interface and highly efficient algorithms, Google Ad optimisation tools offer an incredibly powerful suite of solutions for Google Ads in the UK.

Google Ads Editor

Ads Editor is a user-friendly desktop application that lets you manage, create and edit your ad campaigns quickly and efficiently. You can make bulk changes to multiple campaigns or keywords in just minutes.

You can also review performance metrics, set budgets and bids across all campaigns, add negative keywords for better targeting, view detailed graphs of campaign data and even access detailed reporting features to help you analyse what’s working best.

Google Analytics

Google Analytics lets you track and measure website traffic and gives insights into how users interact with your ads. Additionally, Google Analytics provides comprehensive reporting on your AdWords performance—including impressions, clicks, conversions, and cost-per-click metrics—so you have a better idea of where to focus your efforts.

It even enables you to compare the effectiveness of different ad campaigns side-by-side to determine which ones perform better than others.

Google Keyword Planner

This tool allows you to research relevant keywords and phrases that will help you reach your target audience and determine how much you should be spending on each keyword or phrase. It also provides a search volume estimate for those keywords so that you can gauge their popularity with users.

Keyword Planner also helps you create more effective ad groups by grouping related keywords together, which can help improve the relevance of your ads and make them stand out from the competition. 

Google Trends

Google Trends provides information about your target audience’s search trends and interests.  With this tool, you can identify emerging topics and keywords related to your products or services, allowing you to tailor your ads more effectively. Benchmarking is easy since you can compare five terms at a time.

Leveraging Google trends with other tools will give you a comprehensive picture of where users’ attention lies and help you craft ads that coincide with their behaviour.

Google Auction Insights

Auction Insights provides detailed information about your competitors’ bids, budget and ad spend data, allowing you to make more informed decisions when it comes to bidding for keywords or targeting campaigns.

With this tool, you can see the average CPCs of all competitors in an auction and identify opportunities to outbid them and increase your visibility on SERPs.  You can also get insights into which search queries are driving traffic to their ads, enabling you to fine-tune your own keyword strategy.

All of this data can give you a better understanding of the marketplace, allowing you to adjust bids quickly and stay ahead of the competition.

Google Ads Optimisation Tools (Outside of Google)

Outside of Google’s own suite of tools, several other third-party services can be used to optimise your Google Ads campaigns. Taking advantage of third-party software reinforces Google’s tools and is a step towards success in ad campaigns.

SEMrush

Source: SEMRUSH SERP Features

SEMrush enables users to track their performance in real-time, receive insights into competitor activity and identify areas where improvements can be made. It includes a range of features that provide a comprehensive analysis of competitor keywords and ad copies so that users can understand what works best in the market.

Additionally, it offers keyword research capabilities that allow users to identify relevant search terms based on existing search data and trends. This helps advertisers create more effective ad copy and target better-performing keywords for their ads.

OrbitalAds

OrbitalAds is designed specifically for managing and optimising large-scale PPC campaigns. It allows you to easily make changes to bids, budgets and ad creatives, automate tedious tasks, get deep insights into performance metrics and much more.

OrbitalAds offers features such as multi-account management so you can control all your campaigns from a single dashboard.

Crazy Egg

Crazy Egg is a tool that helps optimise Google Ads campaigns by providing heatmaps and scroll maps which show how users interact with the page. It helps analyse user behaviour, including where they click and what they pay attention to.

It also offers A/B testing capabilities, so you can compare different versions of your ad campaigns to see which performs best.

Answer The Public

While Answer The Public isn’t specifically a Google Ads optimisation tool, it gives you instant search insights from Google. Users ask millions of questions daily, and with Answer The Public, you can answer these questions with your PPC ad.

Ahrefs

Ahrefs provides detailed, actionable insights to help you identify areas for improvement in your campaigns. This includes tracking user behaviour on the search engine results page, keyword research and analysis, competitor analysis, click-through rate (CTR) optimisation and more.

Ahrefs also provides recommendations on how to refine ad copy and target specific audiences. With these features, businesses can maximize their return on investment from Google Ads with accuracy and confidence.

Optimizely

Optimizely lets advertisers test multiple variations of their ads and landing pages, so they can determine which combination will have the greatest impact on performance. Additionally, Optimizely integrates seamlessly with Google Analytics, making it easy to track results over time. This gives users a deeper understanding of how their campaigns perform in different contexts.

ClickGUARD

ClickGUARD helps streamline the process of managing and monitoring Google Ads campaigns by providing automated fraud protection and smart optimisation services. It also offers real-time insights into campaign performance, in-depth analytics on search terms, efficient account structure management, and more.

Spyfu

Spyfu provides detailed information on keywords, ad history, budgeting, landing pages and more, allowing you to uncover profitable Adwords opportunities. This can be used to research competitors’ bids to beat them with better campaigns or get insight into which keywords drive conversions and leads for other businesses in your industry.

Spyfu also offers recommendations on improvement strategies that could help increase clicks and generate more impressions at a lower cost per click.  

Unbounce

This tool lets users create, publish and A/B test custom landing pages for their campaigns. It also provides users with the ability to test different designs and copy without having to code or use an external agency.

Like other optimisation tools, Unbounce offers conversion tracking and integrated analytics for real-time data insights. What sets it apart, however, is its drag-and-drop page building and dynamic text replacement which allows you to personalise your webpage based on the user’s search query. 

In a Nutshell: Benefits of Optimisation Tools

Google Ads optimisation tools are incredibly useful for businesses to maximise their budget, reach target audiences and make campaigns more efficient. Here are some of the main benefits that come with using these tools:

1. Automated bidding strategies: Optimisation tools allow you to automate your bid strategies so that you don’t have to manually adjust them every time, saving you precious time and effort which can be allotted to more important tasks.
2. Customised targeting options: With these tools, you can tailor your ads to specific locations, demographics or interests and hobbies of people who may be interested in your product or service. This helps increase the likelihood of conversions and reduce wasted ad spend.
3. Accurate performance metrics: Google Ads optimisation tools give you insight into how your campaigns perform, allowing you to pinpoint what’s working and what’s not.
4. Cost savings: Businesses can save money by using automated bidding strategies which adjust bids based on the cost-per-click or cost-per-conversion rate of their campaigns. This ensures that you don’t overspend while still getting your ads seen by the right people.

Navigate Google Ads Optimisation and Reporting with Ease

At Pay Per Click Co., we have the experience and expertise to help you get the most out of your Google campaigns. We understand the importance of using the right tools for optimisation and can do the research on which tool is best suited for your particular needs.

With us, you won’t have to worry about wasting time and money trying different solutions that don’t yield results. We also stay up-to-date with the latest Google changes to ensure that your ads are aligned with these updates.

Contact us today for a consultation on Google Ads reporting and optimisation.