Best Search Engine Marketing (SEM) Tools34Search engine marketing (SEM) encompasses marketing efforts to improve a website's placement in search engine results. This may be accomplished in two general ways: via improvements in a website's content and structure to improve relevance, searchability, and popularity (this is search engine optimization, or SEO), or via paid digital advertising (usually pay-per-click, or PPC) to vault ahead of competition in search results. SEM platforms help marketers launch and run successful search engine PPC advertisement campaigns at a set budget, and at least include features that in some way facilitate running a paid advertising campaign, including intelligent bidding recommendations and/or automation of bidding and ad copy generation, and plenty of analytics for reviewing past campaigns and forecasting optimal new ones. Some SEM tools and platforms emphasize competitive analysis, so advertisers can see what competitors in the same ad space are doing and how you or your agency's clients stack up against them, and protect the brand against (often unlawful) use of one's name by competitors seeking to ride a better known brand's coattails, as well as identify gaps or missed opportunities to increase visibility in searches.Google Ads (formerly AdWords)1https://dudodiprj2sv7.cloudfront.net/product-logos/C6/tm/KTG8QSJJ3R5N.PNGBing Ads2https://dudodiprj2sv7.cloudfront.net/vendor-logos/tf/J4/RTX1AO2GSVNS-180x180.JPEGGoogle Marketing Platform (formerly DoubleClick)3https://dudodiprj2sv7.cloudfront.net/product-logos/gT/0f/RELOHWEA5NBL.PNGOutgrow4https://dudodiprj2sv7.cloudfront.net/product-logos/DW/pS/G6XZJC55FG6B.JPEGMarin Software5https://dudodiprj2sv7.cloudfront.net/product-logos/0B/9h/2TC6E3C1UZ9F.PNGRavenTools6https://dudodiprj2sv7.cloudfront.net/vendor-logos/Hl/dK/6FJC4GOKXA6I-180x180.JPEGWordStream Advisor7https://dudodiprj2sv7.cloudfront.net/product-logos/OZ/WP/3XR0950LBR5H.JPEGAcquisio8https://dudodiprj2sv7.cloudfront.net/product-logos/wT/LB/EOG16LPGS2X6.JPEGKenshoo Infinity Suite9https://dudodiprj2sv7.cloudfront.net/product-logos/YI/Li/A20SEGV160HD.PNGSizmek10https://dudodiprj2sv7.cloudfront.net/vendor-logos/Gw/7f/966M23WL11IJ.pngAdobe Media Optimizer11https://dudodiprj2sv7.cloudfront.net/product-logos/y1/Oz/0B21LF3VCW6T.PNGSE Ranking12https://dudodiprj2sv7.cloudfront.net/product-logos/IA/rC/MHOAE18J8JKX.PNGYahoo! Advertising13https://dudodiprj2sv7.cloudfront.net/vendor-logos/sZ/Wn/EXS3XLGS0KDW-180x180.JPEGReachLocal14https://dudodiprj2sv7.cloudfront.net/product-logos/Cv/oh/IRRRB18VKWZA.PNGAdStage15https://dudodiprj2sv7.cloudfront.net/vendor-logos/jp/6F/TI4RZ112WX4B-180x180.PNGCaptora16https://dudodiprj2sv7.cloudfront.net/product-logos/QD/1p/VTF3OG9FF7SM.PNGReportGarden17https://dudodiprj2sv7.cloudfront.net/product-logos/zf/Yq/4BV1GKFOF74T.PNGMatchCraft AdVantage18https://dudodiprj2sv7.cloudfront.net/vendor-logos/8H/Qv/68PZUBWD8S59.pngIgnitionOne Digital Marketing Suite19https://dudodiprj2sv7.cloudfront.net/vendor-logos/hV/Sb/WK9T5E46MVE8.pngiSpionage20https://dudodiprj2sv7.cloudfront.net/vendor-logos/j6/V0/0HPQLO3PGL07-180x180.JPEGSwoop21https://dudodiprj2sv7.cloudfront.net/product-logos/Sa/cs/5PHA9O1B38L1.JPEGAdGooroo22https://dudodiprj2sv7.cloudfront.net/vendor-logos/iP/rr/Z3AAR5SE53TB.pngBuyerPath23https://dudodiprj2sv7.cloudfront.net/product-logos/09/y6/AWRA2ZR582HQ.pngClickable24https://dudodiprj2sv7.cloudfront.net/product-logos/nF/aa/Z2DFW0VIOHM0.PNGQuanticMind25https://dudodiprj2sv7.cloudfront.net/vendor-logos/r8/UH/DJJ3RQFW38LP-180x180.PNG

Search Engine Marketing (SEM) Tools

Best Search Engine Marketing (SEM) Tools

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Search Engine Marketing (SEM) Tools Overview

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 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 platforms 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, they allow you to see what search terms your competitors are bidding on. This information 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 tool 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.


Search Engine Marketing (SEM) Products

Listings (1-25 of 50)

Google Ads (formerly AdWords)

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702 Ratings

Google Ads (formerly AdWords) is Google's pay-per-click online advertising program. With Google Ads users set their budget and choose where their ads appear in search listings, and on partner websites. Google Ads uses cost-per-click (CPC) bidding.

75 Ratings

Bing Ads is Microsoft's search engine marketing and advertising campaign management alternative to the popular Adwords, that, similar to its competitor, provides analytics and a management dashboard for running a pay per click (PPC) paid listing campaign, though across the Yahoo! Bing Network. Bi...

Outgrow

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48 Ratings

Outgrow is designed to enable marketers to easily create calculators, recommendations, quizzes and polls to better acquire, qualify, and monetize leads. With Outgrow, marketers can build these tools without a developer or a designer in minutes. Common Examples of interactive content that you can...

61 Ratings

Marin Software is a very popular cloud-based cross-channel marketing advertising campaign management platform which integrates many tools and functions, and it is the name of the company in San Francisco that issues the software. Marin touts cross-display (including mobile-optimized) advertisemen...

48 Ratings

Raven Tools from the Tennessee company of the same name is Internet or search engine marketing optimization software consisting of popular tools targeted at SEO specialists who need research automation. To that end it contains the familiar set of website research and auditing, competitor monitori...

37 Ratings

Wordstream, the eponymous offering from the company in Boston, MA, provides a free tool for analyzing performance "grading" an Adwords campaign, beyond which, Wordstream Advisor provides (for a fee, though a free trial is available) recommendations to optimize a paid advertising campaign on Googl...

25 Ratings

Acquisio is a performance marketing solution that enables digital marketers to manage, report, and optimize on all digital advertising initiatives in one easy-to-use dashboard, across search, social, and display. According to the vendor, this solution provides the most powerful optimization algor...

23 Ratings

Sizmek is the rather extensive eponymous advertising / marketing platform from the company of the same name recently formed and gone public as a separate entity from its former body (Digital Generation, Inc, or DG) in 2014. It's focus is on broadness: it is meant for advertisers and agencies wis...

12 Ratings

Yahoo! Advertising, or Yahoo Search Marketing, is Yahoo's search marketing platform for placing advertisements in search results across the Yahoo! Bing Network. It is an old advertising platform, having begun as GoTo.com in the nineties, renamed Overture Services, Inc in 2001, and finally being a...

7 Ratings

ReachLocal is an all-in-one digital marketing system designed for SMBs. The ReachLocal online marketing suite includes solutions for: search engine marketing (ReachSearch™), Web presence (ReachCast™), display advertising (ReachDisplay™), online marketing analytics (TotalTrack®), lead conversion (...

7 Ratings

The AdStage Platform is a self-serve cross-network online advertising platform with full management and analytics for campaigns across search, social, display, and mobile ad networks like Google AdWords, Bing, Facebook, Twitter, & LinkedIn Ads. It's an all-in-one marketing platform, complete ...

2 Ratings

ReportGarden is a reporting and dashboarding product for enterprise ad agencies. According to the vendor, Reportgarden provides a full spectrum of marketing tools that seamlessly integrate with the workflow of an agency. 1000+ agencies use ReportGarden to automate the most time consuming tasks ...

1 Ratings

MatchCraft Advantage is a search engine marketing (SEM) platform for managing many paid advertising campaigns at once, ideally for agencies managing campaigns for a number of small to midsize businesses with their local marketing efforts. To that end it automates many elements of running Google A...

8 Ratings

AdGooroo is a Chicago based Kantar Media company (since its acquisition in December, 2012) and platform of the same name for optimizing search engine marketing via, primarily, keyword research and suggestions. AdGooroo delivers competitor data and campaign performance analysis to fine tune pay pe...

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BuyerPath is a search advertising platform with features such as retail product ads, product feed management and feed optimization, and bid parting for each product ad.

We don't have enough ratings and reviews to provide an overall score.

Clickable is a fully-featured search engine marketing solution with robust integrations, workflow automation, and all-in-one dashboards.

We don't have enough ratings and reviews to provide an overall score.

QuanticMind is a search engine marketing (SEM) platform from the company of the same name in Redwood City, California, launched in 2011, and formerly called InsideVault. Leveraging machine learning and predictive bidding insights, QuanticMind aims to optimize and automate search engine advertisin...