11 free instruments for PPC marketing campaign administration


Loads of instruments promise to supply wonderful PPC knowledge and insights. Nonetheless, they often come at a price. But when you recognize the place to look, you may collect a wealth of information and insights with out spending a dime.

On this article, I’ll share an inventory of free instruments I take advantage of to handle consumer accounts and optimize campaigns throughout paid channels.

Analyzing the competitors is essential when planning and managing your paid media advertisements. You additionally must sustain with what is going on out there.

The instruments beneath supply free perception into simply this. 

1. Google Advertisements Transparency Middle

Google Advertisements Transparency Middle is a comparatively new instrument that permits customers to see what advertisements any verified advertiser is operating throughout Google networks. 

The instrument was launched as a privateness measure to create a “protected and open web.” However for advertisers, it additionally works as an effective way to see your rivals’ advertisements.

Advertisements Transparency means that you can seek for any advertiser, specify a date vary, location and advert format and see what advertisements are or have been operating. 

You should use this function to examine the messaging, visuals and affords your rivals are utilizing to raised perceive how one can make your individual advertisements extra engaging.

In the event you see a change in efficiency in your advertisements, it really works as an extra place to examine to see if a competitor has adjusted their providing or began/stopped advertisements.

Google Ads Transparency Center

2. Fb Advertisements Library

Much like the Advertisements Transparency Middle is the Fb Advert Library. The Advertisements Library means that you can search all advertisements at present operating throughout Meta platforms from any advertiser.

To make use of it, you simply must seek for a particular advertiser or key phrase, choose the advert class (employment, political and some others fall into particular classes), and Fb will do the remainder.

Facebook Ad Library

You’ll be able to view:

  • The date the advert was launched.
  • The platforms the advert is operating on.
  • Whether or not it’s a static or dynamic advert.
  • The messaging and inventive.
  • Click on by way of to the touchdown web page in use.
Facebook Ad Library - Advertiser search

By combining the instruments, you may construct an image of the messaging and funnel your rivals are adopting. 

LinkedIn additionally has an analogous function should you navigate to a enterprise profile, view posts and filter right down to advertisements.

Google Traits means that you can monitor the recognition of phrases, subjects or firms over a given interval and placement. 

It additionally enables you to evaluate the pattern knowledge, making it an amazing instrument for monitoring model development over time.

You should use Google Traits to:

  • Plot how your model title tendencies vs. your rivals.
  • Add as much as 4 key phrases to match. 
  • Export this knowledge to present you an concept of brand name share over time.

Filtering the outcomes by the kind of search used (i.e., Google Procuring or YouTube) offers insights into the completely different shopping for intents and tendencies. This may also help you form your channel technique.

Google Trends

4. Glimpse

Glimpse is a superb little instrument that will help you higher perceive tendencies and potential inside a given matter or key phrase. It really works as an extension to Google Traits to supply extra insights and knowledge. 

You’ll be able to nonetheless use the normal features inside Google Traits, like the situation and time interval settings.

Glimpse - Monthly search volume over time

Throughout the free package deal, you may entry 10 free lookups per 30 days on any matter or key phrase. These credit assist you to:

  • Observe tendencies and trajectory.
  • See what variations of the key phrases individuals are additionally looking for.
  • Break down what individuals are looking out throughout six channels (Google, Amazon, YouTube, TikTok, Pinterest and Etsy) and type this by quantity, development or CPC.
  • See the social media channels the place the key phrase is used, and perceive the extent of utilization
  • See a subject map to present you new concepts for key phrase clusters 
Glimpse - Topic map

In the event you improve to the premium model, you may entry extra options comparable to forecasting knowledge. 

The free model, nevertheless, offers a great deal of perception and is a superb place to complement your current pattern knowledge.

Different instruments

Along with these instruments, a number of different premium platforms supply fundamental free entry. 

Whereas these instruments alone don’t offer you all of the solutions, you may construct a complete view when used with different instruments.

5. SpyFu

Within the free model, you may view:

  • The variety of key phrases a website is rating for (each natural and paid).
  • The highest rivals.
  • The estimated month-to-month clicks and advert spend. 

To gauge how far out the estimates generally is a good strategy, put your area by way of the instrument and evaluate its figures to your precise platform knowledge.

6. Semrush

Semrush has beneficial knowledge showcasing key phrases used, search quantity, CPCs, visitors, and so forth. You should use the instrument to conduct a key phrase hole evaluation in opposition to your rivals. 

The draw back to the free model is that it solely permits 10 free requests per day, so it’s important to be aware of the place you’re clicking and plan the info you need to entry forward of time. 

Much like SpyFu, it’s all the time good to have comparability knowledge. Take knowledge from a couple of platform to present a extra rounded view.

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Key phrase analysis

Key phrase analysis is the constructing block of search campaigns, however may affect your technique on Youtube, Procuring and Pinterest, amongst different channels. 

Whereas automation is altering how Google campaigns are created, conducting efficient analysis continues to be important to your marketing campaign builds.

7. Google Key phrase Planner

Google Key phrase Planner is a extra extensively used key phrase analysis instrument. All that you must get began is an lively Google Advertisements account. (Although it’s possible you’ll be required so as to add billing particulars upon organising your account).

The instrument means that you can begin with both base key phrases or an internet site URL. Google then makes use of this data and comes again with associated key phrases. 

Scanning by way of and deciding on the key phrases related to your online business and what you need to promote on is a handbook course of. 

The instrument gives each historic search quantity metrics in addition to forecasts. 

Whereas these give a sign, all the time take them with a grain of salt. 

Keep in mind that many different components will decide when your advert will present and what you’ll have to pay, comparable to competitors, advert relevance and bid technique.

Google Keyword Planner

One of many extra nice advantages of the instrument is once you use the URL function, which provides you perception into how Google reads your web page. 

Whether it is kicking again a whole lot of irrelevant phrases, you need to use this data to customise your web page content material to make it extra related.

8. Reply the Public

Reply the Public is another key phrase analysis instrument that gives a free model of as much as three searches per day. Because the title suggests, the instrument focuses on question-based searches. 

Along with questions, it additionally gives prepositions and comparisons. 

The draw back to the free model is that it doesn’t present all the search quantity knowledge. Nonetheless, you may export the key phrases and get search volumes from one other instrument, comparable to Google Key phrase Planner.

Answer the Public

9. Ahrefs

Ahrefs is usually used as an search engine optimisation instrument. Nonetheless, it may be a very good place to begin for key phrase concept technology. 

With no subscription, you may’t see all knowledge for all key phrases. But it surely offers the primary 100 key phrases free of charge, together with their search quantity and problem rating (from an natural perspective).

Ahrefs - Keyword ideas

Along with utilizing it for analysis in Google search, it additionally gives knowledge for Bing, YouTube and Amazon.


In relation to visible advertisements, your artistic is every thing. However artistic historically could be costly. 

So in case you are on a finances, there are free instruments you need to use that provide nice design capabilities. Even higher, they’re intuitive and straightforward to make use of.

10. Canva

Canva is an especially user-friendly design platform. You should use it free of charge to create visible belongings. 

In case you are new to design, they’ve pre-built templates you need to use and undertake, or you can begin with a clean template.

You can even entry free inventory imagery, movies and icons to make use of as a part of your artistic.


The basic nature of the instrument makes it straightforward to make use of and fast to know.

Web site evaluation

You might want to perceive how customers behave once they go to your website if you wish to enhance your total efficiency, alongside along with your PPC touchdown pages

Whereas there are apparent instruments like Google Analytics, contemplate these little-known instruments that present extra enhanced knowledge, comparable to warmth mapping, free of charge.

11. Microsoft Readability

Microsoft Readability is a free conduct analytics instrument that gives warmth mapping and session recordings.

You could have heard of or used HotJar, and whereas HotJar does have a free model, the scope of a free account is sort of restricted. 

With Readability, you get entry to the total platform free of charge. There isn’t a paid model.

Microsoft Clarity

It means that you can slim into particular pages, time durations and gadgets (amongst different filters) to essentially perceive how customers are behaving on website.

You will get perception into the place individuals are clicking, receiving errors and shortly clicking again.

In the event you join your Google Analytics accounts, additionally, you will see session knowledge and be capable of import your targets to research journeys in a extra granular means.

You should use this data to information your touchdown web page optimizations and establish points in your conversion journey. 

They’ve additionally launched a brand new browser extension as a way to see knowledge stay in your website once you go to.

Whereas this isn’t an exhaustive listing of all the free instruments for paid media, these are those I flip to most frequently to achieve actionable PPC insights. 

If there’s one thing right here you haven’t used earlier than, I’d extremely advocate testing them out.

Opinions expressed on this article are these of the visitor writer and never essentially Search Engine Land. Workers authors are listed right here.


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