Search Marketing Intelligence Tools

Search Marketing Intelligence Tools Overview

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?

Top Rated Search Marketing Intelligence Products

TrustRadius Top Rated for 2022

These products won a Top Rated award for having excellent customer satisfaction ratings. The list is based purely on reviews; there is no paid placement, and analyst opinions do not influence the rankings. Read more about the Top Rated criteria.

Search Marketing Intelligence Products

(1-16 of 16) Sorted by Most Reviews

The list of products below is based purely on reviews (sorted from most to least). There is no paid placement and analyst opinions do not influence their rankings. Here is our Promise to Buyers to ensure information on our site is reliable, useful, and worthy of your trust.

Semrush

SEMRush is a relatively popular search engine optimization tool set from the company of the same name based in Pennsylvania and founded in 2008. Largely the platforms relies on competitive intelligence, and features SEO staples like backlink checking, keyword analysis to refine SEO…

Key Features

  • Keyword analysis (142)
    91%
    9.1
  • Competitive analysis (138)
    89%
    8.9
  • SERP ranking tracking (138)
    88%
    8.8
SpyFu

SpyFu is the eponymous SEO and PPC research platform from the company in Scottsdale, Arizona focused on "spying" on competitors, or basically using their behaviors to refine your own through keyword and content analysis, and backlink poaching. This positional search engine optimization…

Key Features

  • Competitive analysis (44)
    89%
    8.9
  • Keyword analysis (45)
    77%
    7.7
  • SERP ranking tracking (37)
    77%
    7.7
SimilarWeb PRO

SimilarWeb PRO is a marketing intelligence platform from UK company SimilarWeb.

Nozzle

Nozzle

Customer Verified

Nozzle is a SERP monitoring software that collects ranking data for target keywords and organizes it into dashboards, where the user can see everything from overarching trends to highly granular data. On every dashboard, users can segment ranking data in whatever way suits a particular…

Key Features

  • SERP ranking tracking (15)
    96%
    9.6
  • Global SEO (10)
    90%
    9.0
  • Competitive analysis (14)
    86%
    8.6
iSpionage

iSpionage is a search engine marketing solution built specifically for PPC marketers. It is built around features such as competitor research and campaign monitoring.

The Search Monitor

The Search Monitor from the company of the same name based in Orlando, Florida does, as the name suggests, as a search marketing intelligence tool based on constant monitoring of organic and paid search listings, as well as geo-targeted marketing and display ads. The Search Monitor…

Adgooroo, from Adthena (formerly from Kantar)

Adgooroo, a Kantar company since its acquisition in December, 2012 and acquired again by Adthena in January 2021, is a platform designed to optimize search engine marketing via, primarily, keyword research and suggestions. Adgooroo delivers competitor data and campaign performance…

Adthena

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…

Kantar Advertising and Paid Search Intelligence

Kantar's Advertising and Paid Search Intelligence products connects data across advertising activities (spend, creative, channel, and media) to enable clients to optimise media and marketing strategies.

AppTweak

AppTweak, headquartered in Brussels, offers their eponymous ASO tools suite, designed to fuel growth for the world’s most popular apps and games by providing actionable insights in a simple interface.

BrandVerity

BrandVerity is a paid search monitoring and tracking solution from the company of the same name in Seattle.

GrowByData

GrowByData provides Marketing Intelligence to power smarter, faster eCommerce with unified insights across the shopper journey. GrowByData offers Search Intelligence, Product Intelligence, Marketplace Intelligence, Ad Intelligence, Price Intelligence, MAP Monitoring, and Product…

Myers Media Group Macrotrend Platform

Myers Media Group headquartered in San Diego aims to develop the core components of a sustainable organic search marketing infrastructure, including the abilities to catalog and prioritize all SEO opportunities, optimize large internal link hierarchies, and generate and manage massive…

NEUTRUM MARKTCHECK

NEUTRUM MARKTCHECK creates transparency about how demand is developing in a freely selectable product, topic or market area - including the spatial distribution, forecasts and indicators on the competition. With individual keywords or any complex lists, the user specifies which product,…

SearchAds.com

SearchAds.com is a resource that helps users optimize and scale Apple Search Ads campaigns with Competitor Intelligence and remain competitive in end-user App Store searches. It's from MobileAction, an ad and market intelligence focused company headquartered in San Francisco.

Asodesk

Asodesk is a platform for organic traffic monitoring, management and analysis, from the compnay of the same name in Moscow, designed to help mobile developers to increase organic traffic. Asodesk focus in keywords rankings tracking and analytics. The tool offers an app reviews service…

Learn More About Search Marketing Intelligence Tools

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 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?

Search Marketing Intelligence Tools Features

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

Search Marketing Intelligence Tools Comparison

Before purchasing a new search marketing intelligence tool, consider these two key factors:


  1. 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.

  2. 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 Information

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.


Related Categories

Frequently Asked Questions

What do search marketing intelligence tools do?

Search marketing intelligence tools help marketers and other key business stakeholders analyze paid search data. They are a certain type of search engine marketing (SEM) solution that focus on providing organizations with competitive, brand, and market intelligence based on paid search data.

What’s the difference between search intelligence tools and SEO tools?

Search engine optimization (SEO) tools focus on helping organizations track and optimize their organic search results. On the other hand, search marketing intelligence tools mainly focus on paid search performance and helping organizations optimize their paid search efforts so they are more effective.

What are the benefits of using a search intelligence solution?

Search marketing intelligence tools can help marketers answer key questions about their paid search performance, how they stack up against competitors for paid search terms, and if there are keyword opportunities they have yet to take advantage of. Another key use case of search marketing intelligence software is monitoring market trends and developments, based on web use search behavior.