What are Search Marketing Intelligence Tools? Search marketing intelligence tools are a specific type of search engine marketing (SEM) tool. These larger SEM platforms help marketers run and optimize pay-per-click (PPC) campaigns on search engine results pages. Comparatively, search marketing intelligence tools focus more specifically on providing companies with paid search data and analysis. Search marketing intelligence tools are also sometimes called competitive intelligence and paid search ...
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Search marketing intelligence tools are a specific type of search engine marketing (SEM) tool. These larger SEM platforms help marketers run and optimize pay-per-click (PPC) campaigns on search engine results pages. Comparatively, search marketing intelligence tools focus more specifically on providing companies with paid search data and analysis. Search marketing intelligence tools are also sometimes called competitive intelligence and paid search intelligence tools.
Competitive keyword research and traffic analysis is a large focus of many search marketing intelligence tools. However, use cases for these tools extend beyond just competitive analysis. Marketers can use this data to help optimize their current PPC campaigns, monitor where and how their brand is showing up in search results, and even forecast market trends and changes.
As a certain brand of SEM tools, search marketing intelligence tools are also closely related to search engine optimization (SEO) tools. But while different types of SEM tools focus on paid search efforts, SEO tools focus on organic search results (i.e. not paid clicks). Many SEO tools aim to help businesses better understand their SEO performance, (e.g. how well they’re ranking for specific keywords), optimize their website and content to help attract more web traffic, and understand how their competitors’ SEO performance.
Ultimately, search marketing intelligence tools aim to help companies and marketers answer questions like:
Who are my top paid search competitors?
How well and I performed against them for key terms on search results pages?
Which competitors are bidding on my brand terms?
How can I further optimize my paid search campaigns?
Which keywords am I winning, losing, or missing out on?
Based on search behavior, what market trends are emerging?
How can I optimize my paid search campaigns based on market changes?
Some search marketing intelligence tools may focus on one specific area below, such as competitive analysis, while others include most of the following capabilities:
Traffic analysis
Keyword research
Paid search performance analysis
Market trend research
Search campaign optimization
Competitive analysis
Brand and trademark monitoring
Before purchasing a new search marketing intelligence tool, consider these two key factors:
Scope of the tool: some search marketing intelligence tools like Adthena and Brandverity are mainly focused on analyzing paid search data. On the other hand, other tools like SEMrush and SimilarWeb provide analysis and tracking of both paid search and organic search data. Identify which type of tool your business needs before investing in a solution.
Cost: certain search marketing intelligence tools can start at a relatively low price, for a limited set of features. However, other tools have starting costs in the hundreds of dollars. Make sure the tools you're considering purchasing have the right pricing structure for your organization and are within your budget.
Pricing can vary widely by type of tool, the number of users, and the number of features included. For example, products like the Search Monitor, Brandverity, SEMrush all have a starting cost of $100/month or more. Though many of these platforms include some level of PPC ad spend.
On the other hand, lighter-weight tools like Spyfu and iSpionage have starting prices under $100. These tools may be better suited for smaller businesses.
