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Search Advertising reviews by real, verified users. Find unbiased ratings on user satisfaction, features, and price based on the most reviews available anywhere.

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

Top 10 Search Advertising Software

  • Semrush
  • WordStream
  • Google Ads
  • YouTube Advertising
  • Bing Ads
  • Google Marketing Platform
  • Optmyzr
  • Marin Software
  • Kenshoo
  • Acquisio

Compare Search Advertising Software

G2 takes pride in showing unbiased reviews on user satisfaction in our ratings and reports. We do not allow paid placements in any of our ratings, rankings, or reports. Learn about our scoring methodologies.
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(1,004)4.5 out of 5
Entry Level Price:$0

Semrush is an online visibility management and content marketing SaaS platform that enables businesses to optimize their online presence across all key channels. Semrush data and insights are trusted by 6,000,000 marketing professionals and over 1000 top media outlets worldwide. With more than 50 tools within the software, data for more than 140 countries, integration with Google and task management platforms, Semrush is now must-have software for digital marketing teams across the world.

(913)4.5 out of 5

WordStream Advisor is an online advertising management software solution offered by WordStream, Inc. It allows advertisers to manage their Google AdWords, Bing Ads, and Facebook Ads campaigns from a single dashboard, the only software solution of its type to offer both PPC and paid social management. WordStream Advisor aims to simplify every aspect of online advertising, from ad creation to ongoing campaign monitoring. At the heart of WordStream Advisor is the 20-Minute Work Week, which allows

(1,655)4.2 out of 5

Advertise with Google Ads to boost website traffic and sales. Easily manage your campaigns and budget.

(21)3.9 out of 5

YouTube ads allows to reach potential customers and have them take action when they watch or search for videos on YouTube.

(310)3.5 out of 5

Broaden your reach to Bing and Yahoo! by bringing your existing AdWords campaigns directly into Bing Ads.

(276)4.1 out of 5

Google's DoubleClick™ provides ad management and ad serving solutions to companies that buy, create, or sell digital advertising. The world's top marketers, publishers, ad networks, and agencies use DoubleClick platforms as the foundation for their digital marketing. With deep expertise in ad serving, media planning, search management, rich media, video, and mobile, DoubleClick platforms help customers execute digital media strategies more effectively.

(107)4.7 out of 5

Optmyzr is a PPC optimization platform for search marketing consultants, agencies, and in-house teams. Founded in 2013 by a team of former Google executives, Optmyzr gives search marketers the tools and insights to quickly execute strategies for accounts of any size, diversity, or complexity. Driven by machine learning and the data from your accounts, Optmyzr reaches beyond the core automations found within Google, Microsoft, and other ad engines. Our solution allows you to automate regular tas

(446)3.9 out of 5
Optimized for quick response

Marin Software provides industry-leading enterprise marketing software for advertisers and agencies to measure, manage, and optimize billions of dollars in annualized ad spend across the web and mobile devices. Unlike other platforms that rely exclusively on proprietary tracking and technology, Marin's solutions ingest and synchronize audience, revenue, and contextual data from any source across all digital marketing channels, leading to enhanced performance insights, improved audience targeting

(256)4.0 out of 5

Kenshoo is a global software platform for companies that want marketing insights, planning and activation at scale. Our unique access to rich data across all of the digital channels with highest customer engagement enables us to deliver leading solutions in each channel and empowers marketers to make better decisions across them. These channels include Google, Bing, Facebook, Instagram, Pinterest, Amazon Advertising, Apple Search Ads, Baidu, Yahoo Advertising, Snap and Yandex. Leveraging our ma

(76)3.8 out of 5

Acquisio provides industry leading AI-powered software for marketers, agencies and local SEM resellers to scale their PPC offering on advertising platforms like Google, Facebook and Bing. With Acquisio businesses replace low-value tasks like bid and budget management, campaign launch and cross-channel campaign management with automation, machine learning and AI. Marketers use Acquisio's groundbreaking AI-powered bid and budget management technology to deliver more clicks at a lower cost per cl

(85)3.7 out of 5

The Media Optimizer is a digital marketing optimization solution that helps you forecast the best mix of search, display and social ads based on your budget and automates the execution of your media plan.

(94)4.3 out of 5
Optimized for quick response
Entry Level Price:Starting at $149 per month

AdStage is powering paid marketers with closed-loop reporting and automation. We connect marketers to the paid search, paid social, web analytics, and conversion data they need to close the loop and optimize campaigns at scale. - With AdStage Report, marketers can measure and report on campaign performance in a fraction of the time. Save countless hours previously spent pulling and prepping data in spreadsheets! - With AdStage Automate, marketers can gain more control of their campaign & c

(26)3.9 out of 5

Sidecar is an e-commerce marketing company that builds the advanced technology retailers need to optimize cross-channel online shopping campaigns. With a team of data science and e-commerce experts, our state-of-the-art machine learning engine, and a massive volume of data, Sidecar is the magic behind retail’s most efficient and powerful online shopping campaigns.

(13)4.3 out of 5
Optimized for quick response

Finch Advertising Management Platform Where your team, the Finch team, and technology merge to grow your business online Finch provides a unique combination of people and technology. You get an innovative data-driven advertising management platform combined with access to expert strategists. You and Finch use the platform together. It’s used to automate and optimize your digital advertising activities. It provides detailed actionable insights. And it lets us effectively collaborate with each

(261)3.7 out of 5
Optimized for quick response

Sizmek creates impressions that inspire through its people-based creative optimization platform. In the digital world, creating impressions that inspire is vital to building meaningful, long-lasting relationships with your customers. Sizmek provides powerful, integrated solutions so creative and data work together, optimizing campaigns across all media. When your messages resonate, your impact amplifies, and your business reaches new heights. Sizmek operates its platform in more than 70 countrie

(15)3.8 out of 5

(34)3.3 out of 5
Optimized for quick response

IgnitionOne Customer Intelligence enables marketers to identify, value, and engage their customers at scale. IgnitionOne Customer Intelligence provides a single platform to leverage customer data from a range of systems to power effective omnichannel targeting and personalization. IgnitionOne Customer Intelligence accumulates data from systems such as the marketer’s website, CRM, point-of-sale, mobile devices, and more -- in real-time -- to enable a true understanding of each individual custo

(13)3.8 out of 5

Manage and measure digital marketing campaigns all from the convenience of one platform. SearchForce offers a feature-rich campaign management & bid optimization platform that allow you to measure every aspect of your campaign and drive more ROI. With our robust reporting system, you can effectively track and analyze campaign data side by side different channels. For more information call 650.235.8777 or visit

(43)4.5 out of 5
Optimized for quick response

Bidalgo enables marketing teams to up-level their campaign management and creative optimization across channels. Our AI-powered SaaS platform helps marketers drive growth by streamlining campaign management workflows, taking insights-driven decisions and optimizing, analyzing and producing ad creatives at scale.

(8)4.3 out of 5

Use adCore to scale your SEM activity and outperform your targets.

(7)4.2 out of 5

Apple's Search Ads is way of giving app publishers paid access to the top spot in app store search results. The ad appears on the top/top left on the App Store search result pages with a blue-tinted background. Apple's iTunes app store search advertising is one of the most overlooked user acquisition channels for iOS apps.

Fully integrated with Google, Facebook and Microsoft ads, Adzooma is a free award-winning digital marketing platform that’s built to help businesses of any size gain a competitive advantage. Packed with all the tools you need to make paid advertising faster and more effective, the Adzooma platform analyses connected accounts 24/7 for opportunities to improve performance, over 50 of which can be applied to user accounts with a single click. Time-consuming manual tasks can be fully automated, r

(5)3.9 out of 5

QuanticMind, the Platform for Smarter Advertising, is the pioneer of predictive advertising management software for paid search channels. By reinventing ad management point solutions through machine learning, distributed cloud computing, and in-memory processing, QuanticMind delivers the most intelligent, scalable, and fastest platform for maximizing advertising performance for enterprises. A global community of data-driven marketers relies on QuanticMind’s data science-powered platform to antic

(47)3.3 out of 5

Using AdEspresso by HootSuite, customers can easily split test every aspect of their Facebook Ads Campaigns, discovering which creatives and demographic targets deliver the best result.

(4)4.9 out of 5
Entry Level Price:$0 0 Custom Custom

A Dynamic Audience Optimization Platform to find the best audiences for your campaigns, identifying the lowest KPI cost.

(4)4.8 out of 5

PPC Samurai is a Google and Microsoft Ads management and systemisation platform that delivers the flexibility to automate ANY account management process in minutes, via our no-code flowchart technology. With PPC Samurai you enjoy the benefits of automation without the black-boxed platform driven homogenization.

(11)4.4 out of 5

At Rakuten Advertising, our mission is to make the Internet a better place. A place that brings relevance, value and enjoyment to everyone involved – advertisers, publishers and consumers alike. How do we do it? By never slowing down. By constantly innovating. By combining Rakuten’s owned and operated media with our pioneering artificial intelligence and rich consumer insights. By connecting global brands to our industry-leading publisher network. By using game-changing strategy, shaped by decad

(4)4.9 out of 5

SpeedPPC creates an ad to match every single keyword - increasing CTR & quality score, thereby lowering costs.

(2)5.0 out of 5
Entry Level Price:5% Ad spend

Advigator is an Amazon PPC Automation Software that manages advertising campaigns, analyzes search term reports, adds new keywords, and sets optimal bids. All by itself. Using Advigator is like hiring an expert to create and manage your campaigns on Amazon but at a fraction of the cost.

(2)4.0 out of 5

MatchCraft AdVantage is a search marketing platform for partners who manage search marketing campaigns for local businesses.

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Check out the G2 Grid® for the top Search Advertising Software products. G2 scores products and sellers based on reviews gathered from our user community, as well as data aggregated from online sources and social networks. Together, these scores are mapped on our proprietary G2 Grid®, which you can use to compare products, streamline the buying process, and quickly identify the best products based on the experiences of your peers.
High Performers
Google Ads
Bing Ads
Marin Software
Google Marketing Platform
IgnitionOne Customer Intelligence Platform
Adobe Advertising Cloud
Zeta Programmatic, Formerly Sizmek
YouTube Advertising
Market Presence

Learn More About Search Advertising Software

What is Search Advertising Software?

Search advertising software allows companies to target keywords that are relevant to their businesses and gain more prominent positioning in search engine results, gaining visibility with users who are already searching for those keywords. Search advertising is also known as paid search, search engine marketing (SEM), sponsored ads, and pay per click (PPC) marketing. This type of software is used by companies to identify, target, and bid on keywords. Search advertising includes both first-party and third-party platforms. First-party platforms are platforms 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 advertising software, video advertising software, mobile advertising software, or social media advertising software as well.

Key Benefits of Search Advertising Software

  • Improve brand recognition and exposure on search engines
  • Create extremely targeted advertising campaigns while consumers are searching for specific keywords
  • Track measurable results like reach, conversions, form completions, and return on ad spend (ROAS)
  • Bid on keywords across AdWords, Bing Ads, or Yahoo!

Why Use Search Advertising Software?

Search advertising software helps businesses scale their search engine marketing by launching and managing all of their search advertising campaigns. This type of software helps companies report on the outcomes of their campaigns to optimize their ads moving forward.

Organic or native feel — When companies use search advertising software, their ads usually appear at the top of a search engine results page. This not only leads to great brand recognition, but these ads seem more organic to consumers because they are actually searching for those keywords. At first glance, many searchers are unable to tell the difference between paid and organic search results.

Results tracking — Tracking is a lot easier using search advertising software because businesses can track every ad, keyword, and dollar spent, allowing them to track a more accurate return on investment (ROI). This also makes it easier for advertisers to test search advertising campaigns.

Online reputation management — Similar to organic search rankings, search engines also have requirements for paid search ads to ensure all ads consumers view are relevant and trustworthy. Search engines don’t just look at ad bids, but also at a company’s quality score, which consists of how relevant a company’s keywords are in relation to their ad text and what a consumer is searching for. Because of this quality score, having a paid ad on search engines won’t detract from a business’ overall brand reputation.

Who Uses Search Advertising Software?

Businesses, both B2B and B2C, use search advertising because an abundance of new visitors to a website discover it by first performing a query on a search engine. Companies like search ads because they are non-intrusive and they reach consumers while they are already searching for information, unlike other forms of digital advertising, like display and video advertising.

Marketing and advertising teams — Typically, in-house marketing and advertising teams within a business use search advertising software within their marketing technology stack. If a company doesn’t have a dedicated marketing or advertising team, they look to marketing or digital advertising agencies to conduct search advertising campaigns.

Small and local businesses — These types of businesses may not have a large budget for advertising campaigns, but because of features like geotargeting, they can get their search ads in front of the right target market. Geotargets only let ads appear to consumers in a certain location, or locations, that they specify. For example, local search ads can stand out within the local results sections of a Google search, which includes location, phone number, hours, and reviews. These ads can also be displayed in Google Maps and are pushed to the top of local results. One example of this type of campaign could be for a local florist and would use keywords like “florist in Chicago" or “florist near me."

Kinds of Search Advertising Software

There are different kinds of search engine marketing, like local SEO, organic SEO, and search advertising. Local SEO focuses on getting a business listing displayed in Google map results, whereas organic SEO results in website content optimized for increased visibility in unpaid, non-local search results. Additionally, within search advertising there are different kinds of payment models to deploy search ads. It is important when evaluating payment models to identify considerations like advertising budget, campaign objective, and search engine channel.

Pay per click (PPC) — Under a PPC model, marketers only pay for an ad when someone clicks on it. This model is used by marketers who only want to pay for ads that actually lead to website visits, content downloads, etc. The more popular the keywords, the more expensive the cost per click (or CPC).

Pay per impression (PPI) — PPI, sometimes known as cost per mille (or CPM), is a search ad payment model where marketers pay for every 1,000 impressions of their ad. This type of model helps with objectives around visibility and brand awareness (similar to traditional ads like billboards). PPI campaigns can often be less expensive than PPC campaigns.

Pay per sale or action (PPS/PPA) — A PPS or PPA payment model occurs when a publisher or website owner is only paid when a search advertisement leads to a direct sale. With this payment model, a publisher is paid on a previously agreed upon commission rate and is often more favorable for advertisers, as opposed to publishers. Advertisers only pay for ads that actually generate sales from that site. Therefore, publishers must concern themselves with the quality and quantity of their website audience and also the quality of the advertiser’s creative ad.

Search Advertising Software Features

Paid keyword optimization — This type of software helps companies find the right keywords to drive relevant traffic to their website. Keyword optimization, or keyword research, helps analyze and select keywords to drive qualified leads to a company’s website.

Bid rules — Marketers are able to set bid rules to minimize pay per click cost or maximize conversions from the keywords they select.

Bid optimization — This feature assists in automating bid changes based on marginal ROI so marketers know their next dollar will get them the most return. Some search advertising software options have a bid simulator that helps estimate the click, cost, and impression data their ads have received over a specified time period to optimize for different bids moving forward.

A/B testing — A/B testing tools also help optimize search ads by deploying different versions of ads, such as calls to action or images, and tracks which ones encourage visitors to convert at higher rates./p>

Budget execution and monitoring — It’s important when executing search advertising campaigns to set a budget plan and automate its execution with monitoring capabilities to ensure businesses are getting the best value for their advertising dollars.

Advanced targeting options — Companies can implement advanced ad targeting options beyond just keywords, such as location, time of day or week, by devices, or other demographic data.

Attribution — This feature enables marketers to track the click path of consumers that come to their site via paid search and if they convert to customers.

Potential Issues with Search Advertising Software

Ad structure updates and changes — The ad structure for search engines can impact how marketers optimize their search ads. For example, Google Ads have previously incorporated updates like new discovery ad formats, images in gallery ads, and updated smart bidding controls. It’s up to marketers to stay on top of these updates to ad structures and features that search engines rollout.

Data privacy and remarketing — Increases in data privacy regulations, like GDPR and the CCPA, have an impact on search advertising retargeting strategies. For example, advertisers using AdWords will need consent to use cookies where legally required, and for the collection, sharing, and use of personal data for personalized ads.

Click fraud — Click fraud is a concern for marketers wanting to explore paid search advertising. Click fraud is an attempt to misleadingly inflate the number of clicks on a pay-per-click ad. Click fraud is often driven by advertisers that want to sabotage their competitors by driving up their ad costs and by ad publishers clicking on ads displayed their own websites to generate additional revenue. One way search engines combat this issue is by creating algorithms to detect and filter for invalid clicks before advertisers are charged.