Search Engine Marketing (SEM) Tools

What are Search Engine Marketing (SEM) Tools?

Search engine marketing tools help marketers manage and optimize paid search ads. SEM tools allow users to research keywords, set a budget, run paid ad campaigns, act on intelligent bidding recommendations, automate bidding and copy generation, and analyze and forecast results.

The goal of search engine marketing tools is to bring a target audience to your website, particularly for keywords where you are not likely to be the top organic result.

The most widely used SEM software include those offered by search engines themselves, such as Google AdWords and Bing Ads. Many cross-channel campaign management tools include capabilities for managing paid search, social, and display ads. Similarly, many SEO platforms include features for managing paid search ads or integrate with first-party tools like AdWords.

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.

Pricing Information

First-party SEM tools are often free in the sense that you don’t pay for the SEM software itself. Rather, the cost is rolled into what you pay for your ads. Ads are usually on a pay-per-click (PPC) basis. Other methods include CPM (cost-per-thousand-impressions), or pay-per-call, particularly for ads served on a smartphone.

The cost of ads varies widely depending on the competition for targeted search terms. Tools allow you to set a budget and limit spending.