Several tools are available to monitor and optimize search ads. They include Google Keyword Planner, Google Analytics, AdWords editor, SEO/SEM tools, and Bid & Campaign management and Marketing & Competition tools.
Google’s Keyword Planner helps in choosing relevant keywords for the search advertising campaigns, by assessing traffic, competition and cost of keywords on Google, along with keyword ideas or suggestions.
Google Analytics enables businesses to monitor the traffic from paid ads and allows access to bounce rate and the time spent on pages. These values are considered to determine a website’s quality factor.
AdWords Editor offers customization tools, while Bid and campaign management tools help in ad management. Market and competition tools help to optimize the search advertising campaigns.