PPC Software Comparison: WordStream Advisor vs. Adzooma

A marketing technology stack should be as diverse as your company’s marketing strategy to ensure all channels are being properly managed. Perhaps one of the most vital and important channels that software can be used to manage is the top-end of your sales funnel, where it’s crucial that you are able to maintain and optimize a robust lead generation strategy. 

There are different methods that can be leveraged at the top of the funnel, such as content, social media, and other channels, but in this article, we are going to focus on a marketing channel that if properly managed can ensure profitability: paid search, and more specifically, pay-per-click advertising (PPC).

The PPC management software landscape is crowded with competition, but several solutions are mentioned in marketing software reviews and rankings with regularity, and with good reason, as they are extremely efficient and versatile tools. In this blog, we’re going to be comparing Adzooma to the WordStream Advisor platform to find out which offers clients the best experience and results. 

Why Do You Need PPC Management Software?

Pay-per-click management software provides your marketing team with the edge necessary to keep up with the competitive paid search marketing channel. If your team were to try and manage your PPC campaigns manually, they would have to keep up with upwards of thousands of keywords, manage and create ads for specific channels and purposes, and analyze performance all without the aid of automated software tools that are often integrated into PPC management software. Other than automation and efficiency, PPC management software helps to tie your advertising data into your other marketing tools, ensuring that your stream of actionable data is fully integrated, allowing leadership to make the best advertising decisions. 

In this article, we’re going to compare Adzooma and WordStream Advisor by discussing the following topics: 

• What is Adzooma?
• What is WordStream Advisor?
• Adzooma vs WordStream Advisor Pricing Overview
• Features and Capabilities 
• Third Party Integrations
• Ease of Use
• The Overall Winner
• Frequently Asked Questions (FAQ)

What is Adzooma?

The Adzooma product was created in 2015 as a reporting tool first, but when they partnered with Google’s Accelerator Programme, the team was able to start growing and expanding the functionality of the software. In 2019, the company partnered with Facebook and Microsoft to expand Adzooma to integrate with the marketing channels of the two popular software giants. A year later, Adzooma expanded its mission to connect marketers to digital marketing agencies and freelancers through the Adzooma Marketplace. In 2021, Adzooma gained additional marketing functionality through the addition of built-in SEO tools. In its current state, the Adzooma platform combines highly functional technology with educational tools and learning resources to offer clients a fully functional marketing support tool, not just another piece of software.

• Integrated with three major advertising platforms, allowing management of campaigns across all three from a single interface.
• Easy workflow optimized to keep the daily time investment to a minimum.
• Includes a learning platform, Adzooma Academy, that includes marketing playbooks and video tutorials.

What is WordStream Advisor?

Founded in 2007 by Larry Kim, who was well-known at the time in the search marketing industry, WordStream gradually grew into an extremely valuable data-driven marketing tool that was acquired in 2018 by the Gannett Company. 

• Helps SMBs to get big agency results from online advertising with minimal necessary time investment through an easy-to-use software platform.
• Helps Agencies to manage multiple clients and grow business
• Multi-platform advertising support

Adzooma vs WordStream Advisor Pricing Overview

	Adzooma	Adzooma
Pricing	Starts at approximately  $95/mo (converted from £69/mo at current rates at time of writing) for the Plus Tier.	Starts at $49/mo with add-ons for conversions (starts at $20/mo) and call tracking (starts at $25/mo).
Free Trial	No	7-day free trial
Free Options	Yes, “Essentials” Level	No

 

The pricing comparison for these two platforms is interesting, as the two are fairly equally priced when service and free trials are considered. Neither has a true advantage over the other at the more functional higher levels of service, while Adzooma holds the advantage with a free tier.

 With Adzooma, the free “Essentials” service level provides many more key features than you’d anticipate from a professional software platform. As a firm grows, they can upgrade and through that process increase access to essential tools for PPC management with the Plus service level, which provides a dedicated Account Manager to the mix.

For WordStream Advisor, they have a trial period and an affordable monthly rate, but the true tools necessary for the platform to be useful come as add-ons, essentially making the price equal to that of the competition discussed herein. 

Features and Capabilities

When it comes to PPC software, many have similar capabilities and features. In this section, we focused our attention on the functions each software platform is known best for, and where users felt each platform missed the mark.

Adzooma Features and Capabilities

Scouring through reviews and the lists of Adzooma’s extensive features, it’s clear the developers understand the needs of marketing professionals who manage PPC campaigns. The platform is built around reporting and data analytics and the ability for users to track that data. Dashboards are very functional and offer great insight for users. In several cases, users do complain about complicated User Interface screens for switching between multiple accounts and a lack of AB testing. 

 

Pros	Cons
In-depth landing page analysis	No YouTube support.
Easy to use bid adjustment tool	Lack of Phone Support for Free Plan
Dedicated account manager at paid tier.	Challenging interface for managing multiple accounts
Robust free access tier that rivals most paid ad management software.	No AB Testing
More extensive data visualization and reporting tools

 

WordStream Advisor Features and Capabilities

An extremely complex tool, WordStream Advisor is built for more knowledgeable clients and has a host of tools to help support teams in managing their PPC campaigns. While many of the analytics and data necessary to accomplish this can be pulled from the system with established reports, several reviews call for the platform to expand on its dashboards and to add the ability to pull more customized reporting and information. One advantage that it does offer over Adzooma is that users are able to AB test ads for effectiveness. 

 

Pros	Cons
AB Testing tools	No dashboard or ad hoc reporting
Call tracking as an add-on	Lack of real-time data analytics tools
Client Portal	Requires knowledge of PPC or extensive use of support; complex to manage
Analytics broken down by channel.

 

Which Platform is Better?

From the DIY perspective for small businesses and agencies, Adzooma seems to come out ahead on many ranking comparisons across the web just for the sheer number of features and the data visualization and analytics tools available to users. The platform is really built around supporting the small player to allow them to manage PPC in-house and provides the support necessary to do just that. 

Third-Party Integrations

When we talk integrations for PPC platforms, what we’re concerned most with is whether or not each platform can be used to manage ads across the major advertising channels online. Let’s see how each competitor handles the major ad channels. 

Adzooma Integrations

Adzooma can be used to manage ads across the three major advertising channels, but the advantage that they have over other software in this category is that those integrations come as part of the free Essentials tier. The paid tier adds depth and functionality to how the data from these ads is managed and presented to the user, but creating and managing ads can be accomplished at the free account level. 

 

Integrations

Google Ads

Facebook and Instagram Ads

Microsoft Ads

Integrations are part of the free tier for users

 

WordStream Advisor Integrations

The WordStream software provides the same access to ad management for the top three platforms but only through the paid service model. 

 

Integrations	Notes
Google Ads	Access to ad management requires subscription
Facebook and Instagram Ads
Microsoft Ads

Which Platform is Better?

In this instance, Adzooma comes out ahead of WordStream Advisor, simply because you can accomplish some very basic ad management on all three major platforms for PPC on Adzooma for free. Adzooma’s features also reveal the analytics for each channel in much more effective visuals that help the user make quick and informed decisions.