Best Search Advertising Software

Search advertising software, also referred to as paid search or search engine marketing (SEM) software, helps businesses advertise on search engines such as Google, Bing, and Yahoo!. Search advertising allows companies to target keywords that are relevant to their businesses and gain more prominent positioning in search engine results, gaining them visibility with users who are already searching for those keywords. Search advertising products are typically used by marketing teams or marketing and advertising agencies to identify, target, and bid on keywords. They also help create and optimize ads, as well as track conversion and return on ad spend (ROAS). Search advertising is usually leveraged for direct response advertising, with advertisers aiming to convert searchers on the spot. Search advertising includes both first-party and third-party platforms. First-party platforms are those offered directly by Google, Microsoft, and Yahoo! that offer direct access to ad placement on each of the respective search engines. Third-party platforms may manage ad campaigns across multiple search engines and may also offer functionality to serve ads across display, video, mobile, or social media channels as well.

To qualify for inclusion in the Search Advertising category, a product must:

  • Possess capabilities to bid on keywords across AdWords, Bing Ads, and/or Yahoo!
  • Offer tools to create text ads or product listing ads
  • Provide workflows for effectively managing and trafficking ads within the platform
  • Track key success metrics such as reach, conversions, and ROAS

Search Advertising Software Grid® Overview

The best Search Advertising Software products are determined by customer satisfaction (based on user reviews) and scale (based on market share, vendor size, and social impact) and placed into four categories on the Grid®:
G2 Crowd Grid® for Search Advertising
High Performers
Bing ads
Marin software
Doubleclick digital marketing
Kenshoo infinity suite
Ignitionone platform
Adobe media optimizer
Yahoo advertising
Market Presence
Linked in no background

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