Search Engine Marketing (SEM) Tools

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Yahoo Native

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AdobeAdvertising Cloud (formerly Adobe Media Optimizer) is an ad management product and is part of the Adobe Marketing Cloud. It delivers a rules-based bidding solution that improves the performance of search engine marketing campaigns and is integrated with Adobe Analytics.


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Adthena from the company of the same name in London is a marketing intelligence tool for search marketing focusing on keyword research, analysis, and suggestion for optimizing the budgeting and management of pay per click (PPC) advertising campaigns. Adthena algorithmically searches…

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Learn More About Search Engine Marketing (SEM) Tools

What is Search Engine Marketing (SEM) Software?

Search Engine Marketing (SEM) Software are tools to help digital marketers optimize their paid search engine results to attract viewers, generate leads, and improve product visibility. SEM Software lets users find keywords, measure impressions and impact, analyze competitors, and boost paid search engine results. SEM Software can also monitor advertising budgets, integrate with third party sites, create customized reports, and produce branded assets.

SEM Software helps to streamline the complicated process of managing and deploying paid search engine result advertisements. Because SEM Software can give you ad performance results based on keywords, number of viewers, or other factors in real time, they are a powerful tool to run dynamic and successful campaigns.

SEM & Competitive Intelligence

Some SEM tools also offer competitive analysis. In other words, SEM software allows you to see what search terms your competitors are bidding on. The information provided by SEM software may allow you to identify missed opportunities to increase your visibility in search. It also may help you protect your brand from unwanted (or unlawful) use by competitors.

SEM Software is often mentioned interchangeably with SEO Software, and products in each category offer services that appear similar on the surface. However, SEM Software is designed to manage paid search engine results, whereas SEO Software is used for organic search engine results. SEM Software is also distinct from SEO Software by its ability to automate the ad auction bidding process.

Search Engine Marketing (SEM) Software Features

The most common Search Engine Marketing (SEM) Software features are:

  • Keyword research and reporting
  • Positive and negative keyword identification
  • Impression and impact analytics
  • Content creation tools
  • Ad copy and creation tools
  • Conversion and source monitoring
  • Historical data analysis
  • Campaign planning
  • Lead management
  • Budget monitoring and planning
  • Custom rules engines
  • Scoring and optimization reports
  • Bid optimization
  • Automated alert management
  • White-label reporting
  • Team asset partitioning
  • Industry-specific machine learning suggestions
  • Cost Per Clicks (CPS) and Cost Per Impression (CPI) pricing plans
  • A/B ad testing
  • Data visualization tools
  • Third party integration

Search Engine Marketing (SEM) Software Comparison

When choosing the best Search Engine Marketing (SEM) Software for you, consider the following:

Ad auction features. The tools that an SEM software offers to capitalize on trending keywords will be a vital consideration. Depending on your needs, you’ll want a tool that helps you budget pay-per-click strategies, automates auctions according to those strategies, and scores advertising content according to quality scores.

Competitor analysis tools. You may be interested in what SEM Software can do to help you understand your competition and the keywords or strategies they are using. SEMrush has significant competitor analysis tools, allowing users to analyze competitor keyword bidding, find top-performing competitor ad copies, and see how competitors convert paid traffic.

Optimization tools. SEM Software is designed to simplify the paid search engine result marketing process, but the tools and features a product offers in this regard will be a deciding factor for you. This is especially true if you plan to use SEM Software to manage multiple campaigns or use bulk data sources from third party platforms. If this is your concern, Optmyzr uses machine learning techniques to upload, generate, and strategize multiple marketing plans dynamically according to keyword or ad performance.

Traffic conversion tools. A product’s ability to help you convert traffic will be important to make the best of a long term marketing strategy with SEM Software. Unbounce, for example, lets users create and test responsive landing pages from existing successful templates.

Pricing Information

There are several free Search Engine Marketing (SEM) Software products, such as Google Ads and HubSpot’s Ad Tracking Software, but these options tend to be limited to basic keyword search and analysis. Paid plans range between $32 and $120 per month at the lowest subscription tiers. Vendors offer custom pricing to meet your business’ needs.

More Resources

The following Buyer Blog post can help you determine whether SEO or SEM software is better for you:

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Frequently Asked Questions

What’s the difference between SEM and SEO?

Search Engine Market (SEM) is organizing, planning, and executing paid ad campaigns on search engines, with an emphasis on the paid component. In contrast, Search Engine Optimization (SEO) adjusts a website’s content to be more successful within a search engine’s organic results.

How does search engine marketing work?

The primary method search engine marketing uses is to determine which keywords are most impactful for the business to target, then pay to have the business’s site shown in the search results as a paid result. SEM tools can also provide analytics into ad performance on paid keywords.

What are the benefits of search engine marketing?

SEM tools help websites avoid organic competition from other websites. They do so by paying to be shown prominently when search engine users search for specific keywords.

Who uses search engine marketing?

SEM tools are used by digital marketers, specifically digital marketers in charge of advertising. However, less specialized users in small businesses can also use SEM tools.

How much does search engine marketing cost?

SEM costs will almost entirely depending on the company’s ad spend. Search engine ads are priced by the volume of the impact or traffic, such as Price-Per-Click or cost-per-impression.