15 Must-Have Tools To Improve Your Google Ads Campaign

Managing Google Ads campaigns can be a complex task that requires meticulous planning, ongoing optimization, and detailed analysis to ensure maximum return on investment. To help streamline this process, digital marketers rely on a variety of tools and resources that assist with everything from keyword research and bid management to performance tracking and ad creative optimization.

Whether you’re a small business owner taking on Google Ads yourself or a seasoned digital marketing professional managing multiple client accounts, having the right set of tools at your disposal is a game-changer. These tools can save you time, provide valuable insights, and ultimately help improve the performance of your campaigns.

In this guide, we’ll explore 15 must-have tools and resources that can help you manage your Google Ads campaigns more effectively. These include official tools provided by Google, third-party software for advanced campaign management, and analytics platforms for tracking your results. By leveraging these tools, you’ll be able to make data-driven decisions, automate routine tasks, and stay ahead of the competition.

Must-Have Tools for Managing Google Ads Campaign

1. Google Ads Editor

Google Ads Editor is a free, downloadable desktop application provided by Google that allows advertisers to manage their Google Ads campaigns offline. This powerful tool is essential for anyone looking to streamline their campaign management process, especially when handling multiple accounts or large campaigns. Here are what it offers:

  • Bulk Editing
  • Offline Management
  • Copy and Paste Functionality
  • Advance Search Function
  • Undo and Redo Changes
  • Drafts and Experiments
  • Import and Export Files
  • Multi-Account Management
  • Error Checking
  • Full Account Management

2. Google Analytics

Google Analytics is a robust web analytics service provided by Google that tracks and reports website traffic, offering a wealth of data about website performance and user interactions.

For those managing Google Ads campaigns, integrating Google Analytics can provide deeper insights into how users engage with their ads and website, allowing for more informed decision-making and optimization.

Here are some key features of Google Analytics that are particularly useful for managing Google Ads campaigns:

  • User Acquisition Reports
  • Behavior Reports
  • Conversion Tracking
  • E-commerce Analytics
  • Multi-Channel Funnels
  • Attribution Modeling
  • Audience Insights
  • Cross-Device and Cross-Platform Tracking
  • Custom Reports and Dashboards
  • Integration with Google Ads

3. Google Keyword Planner

Google Keyword Planner is a tool within Google Ads that helps advertisers find the keywords that are most relevant to their business and provides insights into how those keywords might perform.

It is particularly useful for anyone managing Google Ads campaigns due to its ability to:

  • Discover New Keywords
  • Get Search Volume and Forecasts
  • Understand Keyword Trends
  • Refine Keyword Lists
  • Set Budgets and Bids
  • Localize Your Research

4. SEMrush

SEMrush is an all-in-one digital marketing program that helps businesses run SEO, pay-per-click (PPC), social media, and content marketing campaigns.

For managing Google Ads campaigns, SEMrush offers a suite of tools that can be particularly useful:

  • Keyword Research
  • Competitor Analysis
  • Ad Optimization
  • Ad Builder
  • PLA Research
  • Display Advertising Analysis
  • Traffic Analytics
  • Visibility %

5. SpyFu

SpyFu is a competitive intelligence tool that specializes in offering insights into the search marketing strategies of your competitors.

When managing Google Ads campaigns, SpyFu can be extremely beneficial due to its ability to:

  • Competitor Keyword Research
  • Ad History
  • PPC Competitor Monitoring
  • Cost Per Click and Search Volume Data
  • Keyword Grouping
  • ROI Indicators
  • Custom Reports

6. Ahrefs

Ahrefs is a comprehensive SEO tool that provides a wide range of features for site owners, marketers, and SEO professionals to improve their website’s visibility in search engines.

Here are some of the key functionalities that Ahrefs offers:

  • Site Audit
  • Keyword Research
  • Competitor Analysis
  • Backlink Analysis
  • Content Explorer
  • Rank Tracking
  • SERP Analysis
  • SEO Metrics

7. Optmyzr

Optmyzr is a tool designed to help digital marketers and agencies manage and optimize their advertising campaigns across various platforms, including Google Ads, Microsoft Ads, and Amazon Ads.

It is particularly useful for paid search experts looking to streamline their Google Ads campaign optimization process and gain better results from their ad spend.

Here are some of the features and benefits of using Optmyzr:

  • Campaign Optimization
  • Reporting and Insights
  • Time-Saving Option
  • Data Analysis

8. WordStream

WordStream is a digital advertising management platform that provides software and services to help businesses and agencies optimize their online advertising efforts across platforms like Google Ads, Bing Ads, and Facebook Ads.

Here are some of the key features and benefits of WordStream:

  • Campaign Management
  • Keyword Research
  • Performance Reporting
  • Ad Optimization
  • Expert Advice – WordStream also provides consulting services and a wealth of educational resources, including articles, webinars, and free tools, to help users master digital advertising and grow their business.

9. AdEspresso by Hootsuite

AdEspresso by Hootsuite is a digital advertising tool designed to simplify and optimize the creation, management, and analysis of social media advertising campaigns. It supports ad creation for platforms like Facebook, Instagram, and Google Ads.

Here are some key features of AdEspresso:

  • Campaign Creation Management
  • Split Testing
  • Analytics and Reporting
  • Optimization Tips
  • Asset Management
  • Educational Resources

10. Supermetrics

Supermetrics is a powerful tool designed for pulling data from various marketing platforms into a centralized location for reporting, analysis, and dashboarding. Supermetrics is particularly useful for marketers, data analysts, and businesses that rely on multiple marketing channels and need to consolidate data in an efficient and actionable way.

Here are some key features and aspects of Supermetrics:

  • Data Source Connectors
  • Data Integration
  • Data Transformation and Storage
  • Data Visualization
  • Automation
  • Customizable Reporting
  • Scalability

How It Works: The process of how Supermetrics works involves bringing data from over 100 sources into your reporting platform of choice, thus streamlining the data analytics workflow.

11. Google Data Studio

Google Data Studio, now known as Looker Studio, is a free online tool that turns your data into informative, easy to understand, interactive reports and dashboards. Looker Studio is widely used by marketers, analysts, and business owners to create reports that can help drive data-informed decisions.

Here are some key features:

  • Data Connectivity
  • Customizable Reports and Dashboards
  • Real-Time Collaboration
  • Sharing Accessibility
  • Interactivity
  • Templates

12. Microsoft Excel or Google Sheets

Choosing between Microsoft Excel and Google Sheets often depends on your specific needs, preferences, and work environment. Here’s a comparison to help you decide:

Microsoft Excel:

  • Offers a more extensive collection of advanced features and formulas, suitable for complex data analysis and heavy-duty tasks.
  • Provides powerful data visualization tools, including PivotTables, advanced charting, and slicers.
  • Ideal for users who work with large datasets, as it can handle more data than Google Sheets.
  • Better for offline work given its desktop application, though it does offer cloud-based versions as well.
  • Excel files can be shared and collaborated on, but the real-time collaboration features are not as seamless as Google Sheets.

Google Sheets:

  • Known for its real-time collaboration capabilities, allowing multiple users to work on the same document simultaneously.
  • Has a clean, user-friendly interface that is easy to learn and navigate, making it suitable for beginners and teams.
  • Offers enough features and formulas for most standard spreadsheet tasks and data analysis needs.
  • Fully integrated with Google Workspace (formerly G Suite), which can be advantageous for businesses already using Google’s ecosystem.
  • It’s cloud-native, meaning it’s designed to be used online, although it does offer offline capabilities.

13. CallRail

CallRail is a marketing platform that provides call tracking and analytics to help businesses understand which marketing campaigns are driving phone calls, texts, form submissions, and other types of leads.

Here are some core features of CallRail:

  • Call Tracking
  • Dynamic Number Insertion
  • Call Analytics
  • Form Tracking
  • Conversation Intelligence
  • Integrations
  • Lead Attribution

Pricing: According to Capterra, pricing for CallRail starts at $45 per month, which includes 5 local phone numbers and 250 minutes, along with session-level tracking and other features.

14. Unbounce

Unbounce is a platform that specializes in building custom landing pages, website popups, and sticky bars. It is designed to help marketers increase their conversion rates through A/B testing and the creation of landing pages that are tailored to specific campaigns or audiences.

It is particularly useful for businesses looking to improve their online marketing funnel with high-converting landing pages and to run marketing experiments without the need for extensive technical knowledge.

Here are some of its key features:

  • Drag-and-Drop Builder
  • Templates
  • A/B Testing
  • Conversion Tools
  • Integration
  • Security
  • Responsive Design

15. Crazy Egg

Crazy Egg is a web analytics tool that provides visual insights into user behavior on a website.

These tools collectively help in optimizing a website for better user experience and conversion rates by providing actionable insights into how users are actually interacting with the site.

It helps website owners understand how visitors interact with their site through a variety of features, including:

  • Heatmaps
  • Scrollmaps
  • Confetti
  • A/B Testing
  • Overlay Report
  • User Recordings

All of the tools mentioned above are either paid or offers free trial for a certain amount of time but eventually you will need to subscribe to use all of its features. The use of the combination of these tools depending on your business needs will not just make your Google Ads campaign manageable but it will also help you achieve your conversion goals.

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