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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 for Small Businesses

    Products classified in the overall Search Advertising category are similar in many regards and help companies of all sizes solve their business problems. However, small business features, pricing, setup, and installation differ from businesses of other sizes, which is why we match buyers to the right Small Business Search Advertising to fit their needs. Compare product ratings based on reviews from enterprise users or connect with one of G2's buying advisors to find the right solutions within the Small Business Search Advertising category.

    In addition to qualifying for inclusion in the Search Advertising Software category, to qualify for inclusion in the Small Business Search Advertising Software category, a product must have at least 10 reviews left by a reviewer from a small business.

    Top 10 Search Advertising Software for Small Businesses

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

    Compare Small Business 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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    (1,142)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.

    (915)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

    (1,664)4.2 out of 5

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

    (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

    (310)3.5 out of 5

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

    (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

    (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

    (446)3.9 out of 5
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    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

    (86)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.

    (277)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.

    (95)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

    (29)3.8 out of 5
    Optimized for quick response

    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.

    (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

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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
    Adobe Advertising Cloud
    Zeta Programmatic, Formerly Sizmek
    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.