# Best Paid Search Advertising Tools - Page 2

  *By [Alanna Iwuh](https://research.g2.com/insights/author/alanna-iwuh)*

   Paid search advertising software, also referred to as search engine marketing (SEM) software, helps businesses advertise on search engines such as Google, Bing, and Yahoo!.

Paid search advertising software allows companies to target keywords that are relevant to their businesses and gain more prominent positioning in search engine results. This helps them earn visibility with users who are already searching for those keywords. Paid search advertising software is 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).

Paid search advertising is usually leveraged for direct response advertising, with advertisers aiming to convert searchers on the spot. Paid search includes both first-party and third-party platforms.

First-party paid search platforms are those offered directly by Google, Microsoft, and Yahoo! that provide 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 of [display advertising software](https://www.g2.com/categories/display-advertising), [video advertising software](https://www.g2.com/categories/video-advertising), [mobile advertising software](https://www.g2.com/categories/mobile-advertising), or [social media advertising software](https://www.g2.com/categories/social-media-advertising) as well.

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

- Possess capabilities to bid on keywords across Google 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




  
## How Many Paid Search Advertising Software Products Does G2 Track?
**Total Products under this Category:** 146

### Category Stats (Jun 2026)
- **Average Rating**: 4.45/5 (↑0.01 vs May 2026) The average rating of products in this category, based on all submitted ratings
- **New Reviews This Quarter**: 119
- **Buyer Segments**: Small-Business 48% │ Mid-Market 41% │ Enterprise 10% Represents the distribution of reviewers across all products in this category.
- **Top Trending Product**: Cloudginny (+5.56%) - Among all products in this category, Cloudginny recorded the largest rating increase compared to last month
*Last updated: June 01, 2026*

  
## How Does G2 Rank Paid Search Advertising Software Products?

**Why You Can Trust G2's Software Rankings:**

- 30 Analysts and Data Experts
- 8,800+ Authentic Reviews
- 146+ Products
- Unbiased Rankings

G2's software rankings are built on verified user reviews, rigorous moderation, and a consistent research methodology maintained by a team of analysts and data experts. Each product is measured using the same transparent criteria, with no paid placement or vendor influence. While reviews reflect real user experiences, which can be subjective, they offer valuable insight into how software performs in the hands of professionals. Together, these inputs power the G2 Score, a standardized way to compare tools within every category.

  
## Which Paid Search Advertising Software Is Best for Your Use Case?

- **Leader:** [Google Ads](https://www.g2.com/products/google-ads/reviews)
- **Highest Performer:** [Fluency](https://www.g2.com/products/fluency-fluency/reviews)
- **Easiest to Use:** [LocaliQ](https://www.g2.com/products/localiq/reviews)
- **Top Trending:** [Fluency](https://www.g2.com/products/fluency-fluency/reviews)
- **Best Free Software:** [Optmyzr](https://www.g2.com/products/optmyzr/reviews)

  
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[Visit website](https://www.g2.com/external_clickthroughs/record?secure%5Bad_program%5D=ppc&secure%5Bad_slot%5D=category_product_list&secure%5Bcategory_id%5D=249&secure%5Bdisplayable_resource_id%5D=249&secure%5Bdisplayable_resource_type%5D=Category&secure%5Bmedium%5D=sponsored&secure%5Bplacement_reason%5D=page_category&secure%5Bplacement_resource_ids%5D%5B%5D=249&secure%5Bprioritized%5D=false&secure%5Bproduct_id%5D=19296&secure%5Bresource_id%5D=249&secure%5Bresource_type%5D=Category&secure%5Bsource_type%5D=category_page&secure%5Bsource_url%5D=https%3A%2F%2Fwww.g2.com%2Fcategories%2Fpaid-search-advertising&secure%5Btoken%5D=4df71fb6237e06ec487f11d00b1d9c9aa09e4c19d82e02cd4f314380ec8faeb8&secure%5Burl%5D=https%3A%2F%2Fwww.optmyzr.com&secure%5Burl_type%5D=company_website)

---

  ## What Are the Top-Rated Paid Search Advertising Software Products in 2026?
### 1. [VeeFly](https://www.g2.com/products/veefly/reviews)
  VeeFly is a YouTube promotion service that helps creators increase their video views and engagement by targeting relevant audiences using Google Ads. Users can start campaigns with a minimum budget of $10, selecting countries and keywords to reach specific demographics. VeeFly provides a self-serving dashboard for campaign management and offers 24/7 support. The service ensures genuine views and authentic engagement, helping users grow their YouTube channels effectively. VeeFly is an official Google partner, ensuring trusted and legitimate promotion methods.


  **Average Rating:** 4.1/5.0
  **Total Reviews:** 16
**How Do G2 Users Rate VeeFly?**

- **Performance and Reliability:** 7.4/10 (Category avg: 8.7/10)
- **Workflow Capability:** 7.2/10 (Category avg: 8.5/10)

**Who Is the Company Behind VeeFly?**

- **Seller:** [VeeFly](https://www.g2.com/sellers/veefly)
- **Year Founded:** 2020
- **HQ Location:** Los Angeles, US
- **LinkedIn® Page:** https://www.linkedin.com/company/veefly1/ (66 employees on LinkedIn®)

**Who Uses This Product?**
  - **Company Size:** 100% Small-Business


#### What Are VeeFly's Pros and Cons?

**Pros:**

- Customer Support (3 reviews)
- Business Growth (2 reviews)
- Campaign Management (2 reviews)
- Dashboard Usability (2 reviews)
- Ease of Use (2 reviews)

**Cons:**

- Ad Issues (1 reviews)
- Expensive (1 reviews)
- Learning Curve (1 reviews)
- Limited Customization (1 reviews)
- Time Consumption (1 reviews)

### 2. [Perion One](https://www.g2.com/products/perion-one/reviews)
  Perion One: Smarter Advertising Starts Here Today’s fragmented media landscape needs more than execution — it demands orchestration. Perion One unifies insights, AI, and creative to fuel real-time, multi-channel advertising that adapts by the moment and delivers measurable results at scale.


  **Average Rating:** 4.0/5.0
  **Total Reviews:** 90
**How Do G2 Users Rate Perion One?**

- **Has the product been a good partner in doing business?:** 8.0/10 (Category avg: 8.7/10)
- **Performance and Reliability:** 9.4/10 (Category avg: 8.7/10)
- **Workflow Capability:** 9.4/10 (Category avg: 8.5/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 10/10 (Category avg: 10/10)

**Who Is the Company Behind Perion One?**

- **Seller:** [Perion](https://www.g2.com/sellers/perion-9db4cf16-f6dd-405c-87d2-af0e6d19018b)
- **Company Website:** https://www.perion.com/
- **Year Founded:** 2001
- **HQ Location:** New York
- **LinkedIn® Page:** https://www.linkedin.com/company/perion/ (668 employees on LinkedIn®)
- **Ownership:** NASDAQ: PERI

**Who Uses This Product?**
  - **Company Size:** 49% Mid-Market, 45% Small-Business


#### What Are Perion One's Pros and Cons?

**Pros:**

- Ease of Use (2 reviews)
- Automation (1 reviews)
- Centralized Management (1 reviews)
- Customer Support (1 reviews)
- Customization (1 reviews)

**Cons:**

- Data Inaccuracy (1 reviews)
- Data Management (1 reviews)
- Expensive (1 reviews)
- Inaccuracy (1 reviews)

### 3. [Adobe Advertising Cloud](https://www.g2.com/products/adobe-advertising-cloud/reviews)
  Adobe Advertising is a digital advertising solution that lets brands plan, buy, measure, and optimize across digital channels. Our tools seamlessly connect marketing and advertising data to create consistent consumer experiences across touchpoints.


  **Average Rating:** 3.7/5.0
  **Total Reviews:** 93
**How Do G2 Users Rate Adobe Advertising Cloud?**

- **Has the product been a good partner in doing business?:** 7.7/10 (Category avg: 8.7/10)
- **Performance and Reliability:** 7.3/10 (Category avg: 8.7/10)
- **Workflow Capability:** 7.4/10 (Category avg: 8.5/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 10/10 (Category avg: 10/10)

**Who Is the Company Behind Adobe Advertising Cloud?**

- **Seller:** [Adobe](https://www.g2.com/sellers/adobe)
- **Year Founded:** 1982
- **HQ Location:** San Jose, CA
- **Twitter:** @Adobe (958,807 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/1480/ (41,539 employees on LinkedIn®)
- **Ownership:** NASDAQ:ADBE

**Who Uses This Product?**
  - **Top Industries:** Marketing and Advertising, Internet
  - **Company Size:** 38% Enterprise, 35% Mid-Market


#### What Are Adobe Advertising Cloud's Pros and Cons?

**Pros:**

- All-in-One (2 reviews)
- Collaboration (1 reviews)
- Comprehensive Tools (1 reviews)
- Ease of Use (1 reviews)
- Easy Integrations (1 reviews)

**Cons:**

- Functionality Limitations (1 reviews)
- High Competition (1 reviews)
- Lack of Clarity (1 reviews)
- Not Intuitive (1 reviews)
- Poor Usability (1 reviews)

### 4. [Luna from Unity](https://www.g2.com/products/luna-g2/reviews)
  Luna, part of the Unity solutions portfolio, is an all-in-one app marketing platform for improving performance across 30+ UA channels. Luna enables marketers to surface actionable insights by unifying campaign data from channels, MMPs, and BI, and then optimize accordingly with automations. As an Apple Search Ads partner, Luna offers dedicated tools and services for scaling Apple Search Ads campaigns, such as keyword discovery, bid optimization, robust analytics, custom product page development, and more. To close the marketing loop, Luna also offers highly advanced creative production tools. Leading app and game companies such as Activision, Bumble, King, Zynga, and Miniclip, among others, use Luna to power their marketing. Learn more at luna.is.com


  **Average Rating:** 4.4/5.0
  **Total Reviews:** 78
**How Do G2 Users Rate Luna from Unity?**

- **Has the product been a good partner in doing business?:** 9.7/10 (Category avg: 8.7/10)
- **Performance and Reliability:** 8.3/10 (Category avg: 8.7/10)
- **Workflow Capability:** 8.8/10 (Category avg: 8.5/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 8.3/10 (Category avg: 10/10)

**Who Is the Company Behind Luna from Unity?**

- **Seller:** [Unity](https://www.g2.com/sellers/unity-09a71e5d-4725-47cd-9ed0-2699e3d54cad)
- **Year Founded:** 2010
- **HQ Location:** San Fransisco
- **Twitter:** @unity (113,419 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/unity/ (7,133 employees on LinkedIn®)

**Who Uses This Product?**
  - **Top Industries:** Computer Games, Marketing and Advertising
  - **Company Size:** 53% Mid-Market, 30% Small-Business


### 5. [ADYOUNEED](https://www.g2.com/products/adyouneed/reviews)
  ADYOUNEED is your AI-powered marketing ally, transforming the way you create and optimize ads. With just a few clicks, you can unleash the full potential of your business, leaving the complexities of ad management to our intelligent platform. It's time to revolutionize your ad creation! Launch smart campaigns with our 'One Button - Infinite Reach' feature. Publish across all major platforms, automate A/B testing, and ensure your investment is directed where it has the greatest impact—all with a single click. It's time to explore new horizons! Our AI doesn't just diversify your marketing channels; it ensures you meet your clients where they are most active. Say goodbye to the guesswork and hello to precision targeting without the need to become an ad wizard. Time to decode your marketing data! With daily AI optimizations, you're guaranteed great ad results. Our AI tirelessly tests and tweaks ads in the background, ensuring your message resonates powerfully with your audience. It's time to maximize your budget smartly! Real-time budget allocation translates to real-time savings. Imagine having a dedicated team of media buyers constantly fine-tuning your spend for the best possible ROI—that's the power of ADYOUNEED at your fingertips. It's time to let automation take the wheel! Embrace the future with ADYOUNEED's AI, which meticulously crafts and adjusts your campaigns for maximum impact, allowing you to focus on the broader vision for your business." This revised text incorporates the AI and smart campaign features of ADYOUNEED, while maintaining the original structure and tone of the message.


  **Average Rating:** 4.3/5.0
  **Total Reviews:** 159
**How Do G2 Users Rate ADYOUNEED?**

- **Has the product been a good partner in doing business?:** 8.6/10 (Category avg: 8.7/10)
- **Performance and Reliability:** 7.6/10 (Category avg: 8.7/10)
- **Workflow Capability:** 8.7/10 (Category avg: 8.5/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 5.0/10 (Category avg: 10/10)

**Who Is the Company Behind ADYOUNEED?**

- **Seller:** [AdCreative.ai](https://www.g2.com/sellers/adcreative-ai)
- **Company Website:** https://www.adcreative.ai/
- **Year Founded:** 2021
- **HQ Location:** Paris, FR
- **Twitter:** @AdCreativeai (3,618 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/adcreative-ai/ (298 employees on LinkedIn®)

**Who Uses This Product?**
  - **Who Uses This:** CEO, Owner
  - **Top Industries:** Marketing and Advertising, Computer Software
  - **Company Size:** 96% Small-Business, 3% Mid-Market


#### What Are ADYOUNEED's Pros and Cons?

**Pros:**

- Time-saving (3 reviews)
- Ad Management (2 reviews)
- Ease of Use (2 reviews)
- Efficiency (2 reviews)
- Advertising Management (1 reviews)

**Cons:**

- Complexity (1 reviews)
- Dashboard Issues (1 reviews)
- Difficult Management (1 reviews)
- Difficult Navigation (1 reviews)
- Lack of Automation (1 reviews)

### 6. [PPC Ad Editor](https://www.g2.com/products/ppc-ad-editor/reviews)
  PPC Ad Editor Helps Streamline the Process of Creating, Reviewing and Uploading Your Pay-per-click (PPC) Campaigns


  **Average Rating:** 4.6/5.0
  **Total Reviews:** 11
**How Do G2 Users Rate PPC Ad Editor?**

- **Has the product been a good partner in doing business?:** 7.2/10 (Category avg: 8.7/10)
- **Performance and Reliability:** 7.5/10 (Category avg: 8.7/10)
- **Workflow Capability:** 5.8/10 (Category avg: 8.5/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 10/10 (Category avg: 10/10)

**Who Is the Company Behind PPC Ad Editor?**

- **Seller:** [PPC Ad Editor](https://www.g2.com/sellers/ppc-ad-editor)
- **Year Founded:** 2018
- **HQ Location:** Corona, US
- **Twitter:** @ppcadeditor (322 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/ppcadeditor/about (3 employees on LinkedIn®)

**Who Uses This Product?**
  - **Top Industries:** Marketing and Advertising
  - **Company Size:** 73% Small-Business, 18% Mid-Market


### 7. [AdEspresso by Hootsuite](https://www.g2.com/products/adespresso-by-hootsuite/reviews)
  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.


  **Average Rating:** 3.6/5.0
  **Total Reviews:** 70
**How Do G2 Users Rate AdEspresso by Hootsuite?**

- **Has the product been a good partner in doing business?:** 7.0/10 (Category avg: 8.7/10)
- **Performance and Reliability:** 7.7/10 (Category avg: 8.7/10)
- **Workflow Capability:** 7.7/10 (Category avg: 8.5/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 10/10 (Category avg: 10/10)

**Who Is the Company Behind AdEspresso by Hootsuite?**

- **Seller:** [Hootsuite](https://www.g2.com/sellers/hootsuite)
- **Year Founded:** 2008
- **HQ Location:** Vancouver, BC
- **Twitter:** @hootsuite (6,172,395 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/288540/ (1,710 employees on LinkedIn®)

**Who Uses This Product?**
  - **Top Industries:** Marketing and Advertising, Food & Beverages
  - **Company Size:** 70% Small-Business, 20% Mid-Market


### 8. [Acquisio](https://www.g2.com/products/acquisio/reviews)
  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 click. These unique high frequency algorithms are proven to be 3 times more likely to spend clients’ full daily budget, without going over. More than half our customers see a 22% conversion lift and 10% CPA decrease.\* \*Based on Acquisio 2017 Performance Report


  **Average Rating:** 3.8/5.0
  **Total Reviews:** 77
**How Do G2 Users Rate Acquisio?**

- **Has the product been a good partner in doing business?:** 8.2/10 (Category avg: 8.7/10)
- **Performance and Reliability:** 7.9/10 (Category avg: 8.7/10)
- **Workflow Capability:** 8.1/10 (Category avg: 8.5/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 10/10 (Category avg: 10/10)

**Who Is the Company Behind Acquisio?**

- **Seller:** [Newfold Digital](https://www.g2.com/sellers/newfold-digital-4c64a919-88b7-411e-9b13-d2582a7459fb)
- **Year Founded:** 2021
- **HQ Location:** Jacksonville, Florida
- **Twitter:** @Domaindotcom (162,858 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/newfold/ (4,018 employees on LinkedIn®)
- **Ownership:** Newfold Digital

**Who Uses This Product?**
  - **Top Industries:** Marketing and Advertising, Internet
  - **Company Size:** 67% Small-Business, 29% Mid-Market


### 9. [Sentic Technologies](https://www.g2.com/products/sentic-technologies/reviews)
  Sentic Technologies is a data-driven marketing automation platform that integrates real-time signals (ie. social trends, news, inventory, and weather patterns) to make more impactful optimizations at scale towards paid search initiatives.


  **Average Rating:** 4.4/5.0
  **Total Reviews:** 60
**How Do G2 Users Rate Sentic Technologies?**

- **Has the product been a good partner in doing business?:** 9.2/10 (Category avg: 8.7/10)
- **Performance and Reliability:** 9.5/10 (Category avg: 8.7/10)
- **Workflow Capability:** 8.8/10 (Category avg: 8.5/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 5.8/10 (Category avg: 10/10)

**Who Is the Company Behind Sentic Technologies?**

- **Seller:** [Sentic Technologies](https://www.g2.com/sellers/sentic-technologies)
- **Company Website:** https://www.sentictechnologies.com
- **Year Founded:** 2015
- **HQ Location:** Chicago, IL
- **Twitter:** @SenticTech (100 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/3600786 (13 employees on LinkedIn®)

**Who Uses This Product?**
  - **Top Industries:** Marketing and Advertising, Accounting
  - **Company Size:** 77% Small-Business, 15% Mid-Market


### 10. [BlueWinston](https://www.g2.com/products/bluewinston/reviews)
  BlueWinston is a tool to create, optimize and retarget product ads into your AdWords with one app, an ultimate system for e-commerce advertising in Google search.


  **Average Rating:** 4.7/5.0
  **Total Reviews:** 10
**How Do G2 Users Rate BlueWinston?**

- **Has the product been a good partner in doing business?:** 8.3/10 (Category avg: 8.7/10)
- **Performance and Reliability:** 9.3/10 (Category avg: 8.7/10)
- **Workflow Capability:** 9.3/10 (Category avg: 8.5/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 3.3/10 (Category avg: 10/10)

**Who Is the Company Behind BlueWinston?**

- **Seller:** [Bluewinston](https://www.g2.com/sellers/bluewinston)
- **Year Founded:** 2013
- **HQ Location:** Nitra, Slovensko
- **Twitter:** @MrBlueWinston (235 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/2991184 (11 employees on LinkedIn®)

**Who Uses This Product?**
  - **Company Size:** 60% Small-Business, 30% Mid-Market


### 11. [AdScale](https://www.g2.com/products/adscale/reviews)
  What is AdScale? AdScale is an AI-powered advertising platform built for eCommerce brands that want to scale faster with less manual work. It connects your store (Shopify, WooCommerce, BigCommerce) with Google and Meta, using real-time data to automatically create, optimize, and scale your ad campaigns. Instead of managing ads manually, AdScale’s AI predicts performance, allocates budgets, tests creatives, and continuously improves campaigns—so you get better results with less effort. What you can do with AdScale: Launch and manage Google & Meta campaigns from one platform Automatically generate and test ad creatives Optimize budgets and bids based on predicted ROAS Build high-converting audiences from your store data Track performance and revenue in a unified dashboard Why brands use AdScale: Increase ROAS and reduce CAC Save hours of manual campaign management Scale winning campaigns faster Replace fragmented tools with one AI system AdScale turns your store data into a growth engine—running your ads 24/7 so you can focus on scaling your business.


  **Average Rating:** 4.4/5.0
  **Total Reviews:** 67
**How Do G2 Users Rate AdScale?**

- **Has the product been a good partner in doing business?:** 8.5/10 (Category avg: 8.7/10)
- **Performance and Reliability:** 8.4/10 (Category avg: 8.7/10)
- **Workflow Capability:** 8.3/10 (Category avg: 8.5/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 8.3/10 (Category avg: 10/10)

**Who Is the Company Behind AdScale?**

- **Seller:** [AdScale](https://www.g2.com/sellers/adscale)
- **HQ Location:** Manhattan New York,, US
- **Twitter:** @adscale (380 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/17889734 (64 employees on LinkedIn®)

**Who Uses This Product?**
  - **Top Industries:** Information Technology and Services, Marketing and Advertising
  - **Company Size:** 50% Mid-Market, 41% Small-Business


### 12. [Adcore](https://www.g2.com/products/adcore/reviews)
  Adcore Marketing Cloud (AMC) is an advertising management and automation platform designed for e-commerce specialists, online store owners, and digital agencies.


  **Average Rating:** 3.9/5.0
  **Total Reviews:** 11
**How Do G2 Users Rate Adcore?**

- **Has the product been a good partner in doing business?:** 7.7/10 (Category avg: 8.7/10)
- **Performance and Reliability:** 8.9/10 (Category avg: 8.7/10)
- **Workflow Capability:** 8.1/10 (Category avg: 8.5/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 8.3/10 (Category avg: 10/10)

**Who Is the Company Behind Adcore?**

- **Seller:** [Podium Advertising Technologies Ltd.](https://www.g2.com/sellers/podium-advertising-technologies-ltd)
- **Year Founded:** 2006
- **HQ Location:** Tel Aviv, Tel Aviv
- **Twitter:** @adCorelive (820 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/215397/ (91 employees on LinkedIn®)

**Who Uses This Product?**
  - **Company Size:** 45% Mid-Market, 45% Small-Business


#### What Are Adcore's Pros and Cons?

**Pros:**

- Advertising Management (1 reviews)
- Audience Reach (1 reviews)
- Campaign Management (1 reviews)
- Targeting Capabilities (1 reviews)

**Cons:**

- Difficult Learning (1 reviews)
- Learning Curve (1 reviews)
- Limited Features (1 reviews)
- UX Improvement (1 reviews)

### 13. [SpeedPPC](https://www.g2.com/products/speedppc/reviews)
  Multi-campaign management is easy with SpeedPPC's easy-to-use interface and a wide range of features. You can create keyword sets based on bid keywords, negative keywords, or both using keyword research tools. Creating ads tailored to the keywords people use to search will boost click-through rates and quality scores, so you are paying less while getting more traffic. You can create unique URLs for each keyword if you combine the dynamic landing page with keywords.


  **Average Rating:** 4.6/5.0
  **Total Reviews:** 19
**How Do G2 Users Rate SpeedPPC?**

- **Has the product been a good partner in doing business?:** 8.3/10 (Category avg: 8.7/10)
- **Performance and Reliability:** 10.0/10 (Category avg: 8.7/10)
- **Workflow Capability:** 10.0/10 (Category avg: 8.5/10)

**Who Is the Company Behind SpeedPPC?**

- **Seller:** [Speedppc](https://www.g2.com/sellers/speedppc)
- **Year Founded:** 2008
- **HQ Location:** Gold Coast, QLD
- **LinkedIn® Page:** https://www.linkedin.com/company/speedppc/ (6 employees on LinkedIn®)

**Who Uses This Product?**
  - **Top Industries:** Marketing and Advertising
  - **Company Size:** 89% Small-Business, 11% Mid-Market


### 14. [Clickable](https://www.g2.com/products/clickable/reviews)
  Clickable's VIN Retention Reporting is a strategic tool designed to help automotive dealerships maximize service lane profits by tracking and engaging past customers. By monitoring vehicles previously sold by the dealership that reappear on the market, this report provides actionable insights to reconnect with former clients and enhance customer retention. Key Features and Functionality: - Customer Reconnection: Identifies customers who purchased vehicles from the dealership but did not return for subsequent purchases, enabling targeted outreach. - Service Profit Maximization: Highlights opportunities to bring previous customers back for repairs and services, which are often more profitable than initial car sales. - Actionable Insights: Provides detailed data on when and where sold vehicles reappear on the market, allowing dealerships to act promptly and effectively. Primary Value and Problem Solved: The VIN Retention Report empowers dealerships to understand the movements of vehicles they have sold and the behaviors of their past customers. By leveraging this information, dealerships can proactively re-engage customers, boost service lane traffic, and ultimately increase profitability through enhanced customer loyalty and retention.


  **Average Rating:** 3.8/5.0
  **Total Reviews:** 14
**How Do G2 Users Rate Clickable?**

- **Has the product been a good partner in doing business?:** 6.7/10 (Category avg: 8.7/10)
- **Performance and Reliability:** 7.8/10 (Category avg: 8.7/10)
- **Workflow Capability:** 7.8/10 (Category avg: 8.5/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 10/10 (Category avg: 10/10)

**Who Is the Company Behind Clickable?**

- **Seller:** [Clickable](https://www.g2.com/sellers/clickable)
- **Year Founded:** 2006
- **HQ Location:** New York, NY
- **Twitter:** @Clickable (1,390 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/167174/ (54 employees on LinkedIn®)

**Who Uses This Product?**
  - **Company Size:** 47% Small-Business, 40% Mid-Market


### 15. [Google Ads Creator](https://www.g2.com/products/google-ads-creator/reviews)
  Get Google Shopping, Search, Display & Remarketing campaigns effortlessly. We automatically create your Google Ads campaigns & adjust bids using algorithms to ensure that you get the best results. Save time & money while improving your advertising strategy!


  **Average Rating:** 4.1/5.0
  **Total Reviews:** 19
**How Do G2 Users Rate Google Ads Creator?**

- **Has the product been a good partner in doing business?:** 8.8/10 (Category avg: 8.7/10)
- **Performance and Reliability:** 7.3/10 (Category avg: 8.7/10)
- **Workflow Capability:** 7.7/10 (Category avg: 8.5/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 3.3/10 (Category avg: 10/10)

**Who Is the Company Behind Google Ads Creator?**

- **Seller:** [Clever Ads](https://www.g2.com/sellers/clever-ads)
- **Year Founded:** 2012
- **HQ Location:** Madrid, ES
- **LinkedIn® Page:** https://www.linkedin.com/company/clever-ads/ (18 employees on LinkedIn®)

**Who Uses This Product?**
  - **Top Industries:** Marketing and Advertising
  - **Company Size:** 58% Small-Business, 37% Mid-Market


### 16. [BrightBid](https://www.g2.com/products/brightbid/reviews)
  BrightBid's AI and automation engine for Paid Search and Google Shopping Ads helps marketing teams get the edge on their competitors in the highly competitive arena of PPC digital marketing. Our AI is carefully tailored to customer requirements by our in-house digital specialists to help marketing teams reduce PPC costs and increase their Return on Ad Spend (ROAS). It works 24/7 and 365 days a year to test and optimise all the aspects of a paid search and shopping account, from ad copy and formats, account structure, product listings and target audience segments to competitive pricing and bid adjustments to help drive up ROAS. It's highly responsive to business needs, market conditions and competitive spend: monitoring changes in search behaviour and adjusting performance automatically. It works across the globe in all the languages Google supports, enabling teams to test rapid international expansion with ease from one central point. BrightBid helps marketing teams free up considerable resources and localisation efforts to enable growing businesses to scale faster.


  **Average Rating:** 4.3/5.0
  **Total Reviews:** 13
**How Do G2 Users Rate BrightBid?**

- **Has the product been a good partner in doing business?:** 6.7/10 (Category avg: 8.7/10)
- **Performance and Reliability:** 8.3/10 (Category avg: 8.7/10)
- **Workflow Capability:** 7.9/10 (Category avg: 8.5/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 10/10 (Category avg: 10/10)

**Who Is the Company Behind BrightBid?**

- **Seller:** [BrightBid](https://www.g2.com/sellers/brightbid)
- **Year Founded:** 2020
- **HQ Location:** Stockholm, Sweden
- **Twitter:** @BrightBidAI (10 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/brightbid/ (52 employees on LinkedIn®)

**Who Uses This Product?**
  - **Company Size:** 85% Small-Business, 8% Enterprise


### 17. [Airtomic](https://www.g2.com/products/airtomic/reviews)
  Airtomic is PPC software designed specifically for agencies, brands, and freelancers. Our unified dashboard empowers you to optimize your campaigns by seamlessly grouping specific campaigns together, providing enhanced visibility into your spend and performance metrics.


  **Average Rating:** 4.8/5.0
  **Total Reviews:** 9
**How Do G2 Users Rate Airtomic?**

- **Performance and Reliability:** 9.4/10 (Category avg: 8.7/10)
- **Workflow Capability:** 9.2/10 (Category avg: 8.5/10)

**Who Is the Company Behind Airtomic?**

- **Seller:** [Airtomic](https://www.g2.com/sellers/airtomic)
- **Year Founded:** 2022
- **HQ Location:** N/A
- **Twitter:** @airtomic_co
- **LinkedIn® Page:** https://www.linkedin.com/company/airtomic-co/ (1 employees on LinkedIn®)

**Who Uses This Product?**
  - **Top Industries:** Marketing and Advertising
  - **Company Size:** 100% Small-Business, 11% Mid-Market


### 18. [Prism](https://www.g2.com/products/pixis-prism/reviews)
  Pixis is the digital marketer’s AI sidekick, that empowers you to use your own data across platforms to reach the best outcomes with confidence, all while saving teams time and effort. Our AI-powered platform brings out the hero in marketers, supercharging their decisions and empowering them to turn data into automated action. It helps marketers streamline ad manager bid and budget allocation, audience targeting, and creative asset management using tailor-made, true AI for their brand (not rules-based). This allows marketing teams to leverage real-time data to provide the best optimizations possible. These actions can be done manually, or fully automated by the marketer. This leads to meaningful, actionable insights that can be used to create better marketing decisions, whether it's dynamically optimizing ad budgets, bids, or targeting new cohorts and audiences. Pixis can also help brands build creative assets quickly, and iterate on them intelligently based on confidence scores indicating what works best with which audiences. Marketing teams can choose to implement brand, compliance, and security guidelines that Pixis will follow as it builds out creative assets. With Pixis, brands can grow and profitably scale with ease. Marketers can set-and-forget (automate) many of their tasks and receive easy-to understand recommendations on how to optimize their ad spend, reduce costs, save time, build compelling creative assets, and reach new untapped audiences. Pixis is a service that allows marketers to benefit from true AI, with minimal direction. Just tell Pixis what your objectives are, and we’ll do the rest! We currently serve over 200+ customers which include Fortune 500 brands like DHL and Sanofi, along with large enterprises like HelloFresh and Allbirds. Marketing heroes need a sidekick that frees them from toil, manual analysis, and guesswork. Pixis can empower marketers to focus on what matters, and can empower agencies to focus on high-level strategy, or bringing in new business. Ask for a demo to see how Pixis can revolutionize your ad campaigns!


  **Average Rating:** 4.6/5.0
  **Total Reviews:** 14
**How Do G2 Users Rate Prism?**

- **Has the product been a good partner in doing business?:** 9.4/10 (Category avg: 8.7/10)
- **Performance and Reliability:** 10.0/10 (Category avg: 8.7/10)
- **Workflow Capability:** 10.0/10 (Category avg: 8.5/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 10/10 (Category avg: 10/10)

**Who Is the Company Behind Prism?**

- **Seller:** [Pixis](https://www.g2.com/sellers/pixis)
- **Year Founded:** 2018
- **HQ Location:** California , US
- **Twitter:** @Pixis_AI (154 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/31559415 (443 employees on LinkedIn®)

**Who Uses This Product?**
  - **Company Size:** 50% Mid-Market, 43% Enterprise


### 19. [Adext AI](https://www.g2.com/products/adext-ai/reviews)
  A Dynamic Audience Optimization Platform to find the best audiences for your campaigns, identifying the lowest KPI cost.


  **Average Rating:** 3.5/5.0
  **Total Reviews:** 11
**How Do G2 Users Rate Adext AI?**

- **Has the product been a good partner in doing business?:** 6.1/10 (Category avg: 8.7/10)
- **Performance and Reliability:** 9.3/10 (Category avg: 8.7/10)
- **Workflow Capability:** 8.3/10 (Category avg: 8.5/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 10/10 (Category avg: 10/10)

**Who Is the Company Behind Adext AI?**

- **Seller:** [Adext AI](https://www.g2.com/sellers/adext-ai)
- **Year Founded:** 2016
- **HQ Location:** Palo Alto, California
- **Twitter:** @PoweredbyAdext (573 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/adext/?utm_source=homepage&utm_medium=socialmedia&utm_campaign=linkedin (12 employees on LinkedIn®)

**Who Uses This Product?**
  - **Company Size:** 55% Small-Business, 36% Mid-Market


### 20. [AdHook](https://www.g2.com/products/adhook/reviews)
  adhook combines Social Media Management and Digital Advertising in one tool. The All-In-One software helps to plan, publish, analyze & moderate your activities. With its collaboration features, adhook supports companies to design more efficient marketing processes. Post Publishing Cross-channel coordination, planning & analysis of social media posts. Supported platforms: Google My Business, Facebook, Instagram, LinkedIn, Twitter Advertising Google & social media campaign management, analysis and optimizations.  Supported platforms: Google Ads, Facebook Ads, LinkedIn Ads, Twitter Ads Analytics Analyze results from Google & social media activities centrally and based on individual KPIs. Collaboration Coordinate content across teams with agency clients, branches, dealers or locations. Moderation Cross-channel community management for posts & campaigns. Supported messages: Comments from posts & ads, mentions and direct messages. Employee Advocacy Increase reach with easy-to-share content for employees. Support The Account Manager Support included as part of the license covers the technical setup in adhook as well as the corresponding tool support.


  **Average Rating:** 4.6/5.0
  **Total Reviews:** 13
**How Do G2 Users Rate AdHook?**

- **Has the product been a good partner in doing business?:** 10.0/10 (Category avg: 8.7/10)
- **Performance and Reliability:** 9.2/10 (Category avg: 8.7/10)
- **Workflow Capability:** 8.7/10 (Category avg: 8.5/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 10/10 (Category avg: 10/10)

**Who Is the Company Behind AdHook?**

- **Seller:** [Adhook](https://www.g2.com/sellers/adhook)
- **Year Founded:** 2014
- **HQ Location:** Horw, CH
- **Twitter:** @adhook_io (147 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/10543181 (3 employees on LinkedIn®)

**Who Uses This Product?**
  - **Company Size:** 54% Small-Business, 38% Mid-Market


#### What Are AdHook's Pros and Cons?

**Pros:**

- Campaign Management (3 reviews)
- Ease of Use (3 reviews)
- Management Ease (3 reviews)
- Social Media Management (3 reviews)
- Ad Management (2 reviews)

**Cons:**

- Complexity (1 reviews)
- Complex Usage (1 reviews)
- Difficult Learning (1 reviews)
- Difficult Setup (1 reviews)
- Learning Curve (1 reviews)

### 21. [QuanticMind](https://www.g2.com/products/quanticmind/reviews)
  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 anticipate and execute the best and most granular advertising investments. For more information, please visit www.quanticmind.com


  **Average Rating:** 3.9/5.0
  **Total Reviews:** 8
**How Do G2 Users Rate QuanticMind?**

- **Has the product been a good partner in doing business?:** 8.7/10 (Category avg: 8.7/10)
- **Performance and Reliability:** 7.2/10 (Category avg: 8.7/10)
- **Workflow Capability:** 5.0/10 (Category avg: 8.5/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 3.3/10 (Category avg: 10/10)

**Who Is the Company Behind QuanticMind?**

- **Seller:** [Basis Technologies](https://www.g2.com/sellers/basis-technologies)
- **Year Founded:** 2001
- **HQ Location:** Chicago, IL
- **Twitter:** @basisglobaltech (4,737 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/basis-technologies (1,447 employees on LinkedIn®)

**Who Uses This Product?**
  - **Company Size:** 50% Small-Business, 50% Mid-Market


### 22. [Humming](https://www.g2.com/products/humming/reviews)
  Get your ads everywhere so you can reach people anywhere. Humming helps you manage ads across every channel from one platform. Behind the scenes, an experienced team and some pretty cool tech help ensure the best bang for your advertising buck. Get started now! Sign up for free.


  **Average Rating:** 4.7/5.0
  **Total Reviews:** 13
**How Do G2 Users Rate Humming?**

- **Has the product been a good partner in doing business?:** 8.3/10 (Category avg: 8.7/10)
- **Performance and Reliability:** 10.0/10 (Category avg: 8.7/10)
- **Workflow Capability:** 10.0/10 (Category avg: 8.5/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 3.3/10 (Category avg: 10/10)

**Who Is the Company Behind Humming?**

- **Seller:** [Humming](https://www.g2.com/sellers/humming)
- **Year Founded:** 2019
- **HQ Location:** Tacoma, US
- **LinkedIn® Page:** https://www.linkedin.com/company/18397819 (22 employees on LinkedIn®)

**Who Uses This Product?**
  - **Who Uses This:** Social Media Manager
  - **Company Size:** 54% Mid-Market, 38% Small-Business


### 23. [Microsoft Advertising](https://www.g2.com/products/microsoft-microsoft-advertising/reviews)
  Digital Marketing Center provides a central platform to efficiently manage your online presence and marketing across leading advertising and social media platforms like Google Ads, Facebook, Twitter, and Microsoft Advertising.


  **Average Rating:** 4.3/5.0
  **Total Reviews:** 13
**How Do G2 Users Rate Microsoft Advertising?**

- **Has the product been a good partner in doing business?:** 7.2/10 (Category avg: 8.7/10)
- **Performance and Reliability:** 7.8/10 (Category avg: 8.7/10)
- **Workflow Capability:** 7.8/10 (Category avg: 8.5/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 3.3/10 (Category avg: 10/10)

**Who Is the Company Behind Microsoft Advertising?**

- **Seller:** [Microsoft](https://www.g2.com/sellers/microsoft)
- **Year Founded:** 1975
- **HQ Location:** Redmond, Washington
- **Twitter:** @microsoft (13,100,852 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/microsoft/ (227,697 employees on LinkedIn®)
- **Ownership:** MSFT

**Who Uses This Product?**
  - **Top Industries:** Marketing and Advertising
  - **Company Size:** 62% Mid-Market, 31% Small-Business


### 24. [Plai](https://www.g2.com/products/plai/reviews)
  Plai is the the first digital marketing app available for free on iOS and Android. It's like having a free digital marketing team in your pocket! Use the app to simplify your Google Ads, Google Analytics, and more whenever, wherever you are


  **Average Rating:** 3.5/5.0
  **Total Reviews:** 6
**How Do G2 Users Rate Plai?**

- **Has the product been a good partner in doing business?:** 5.0/10 (Category avg: 8.7/10)
- **Performance and Reliability:** 4.2/10 (Category avg: 8.7/10)
- **Workflow Capability:** 3.3/10 (Category avg: 8.5/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 10/10 (Category avg: 10/10)

**Who Is the Company Behind Plai?**

- **Seller:** [Plai.io](https://www.g2.com/sellers/plai-io)
- **Year Founded:** 2020
- **HQ Location:** San Francisco, US
- **LinkedIn® Page:** https://www.linkedin.com/company/plaiio/ (11 employees on LinkedIn®)

**Who Uses This Product?**
  - **Company Size:** 100% Small-Business


### 25. [PPC Samurai](https://www.g2.com/products/ppc-samurai/reviews)
  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.


  **Average Rating:** 4.8/5.0
  **Total Reviews:** 6
**How Do G2 Users Rate PPC Samurai?**

- **Has the product been a good partner in doing business?:** 10.0/10 (Category avg: 8.7/10)
- **Performance and Reliability:** 7.5/10 (Category avg: 8.7/10)
- **Workflow Capability:** 10.0/10 (Category avg: 8.5/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 3.3/10 (Category avg: 10/10)

**Who Is the Company Behind PPC Samurai?**

- **Seller:** [PPC Samurai](https://www.g2.com/sellers/ppc-samurai)
- **Year Founded:** 2013
- **HQ Location:** Bowen Hills, AU
- **Twitter:** @ppcsamurai (10 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/ppc-samurai/ (6 employees on LinkedIn®)

**Who Uses This Product?**
  - **Company Size:** 83% Small-Business, 17% Mid-Market



    ## What Is Paid Search Advertising Software?
  [Digital Advertising Tech](https://www.g2.com/categories/digital-advertising-tech)
  ## What Software Categories Are Similar to Paid Search Advertising Software?
    - [Mobile Advertising Software](https://www.g2.com/categories/mobile-advertising)
    - [Social Media Advertising Software](https://www.g2.com/categories/social-media-advertising)
    - [Cross-Channel Advertising Software](https://www.g2.com/categories/cross-channel-advertising)

  
---

## How Do You Choose the Right Paid Search Advertising Software?

### What You Should Know About Paid Search Advertising Software

### What is Paid Search Advertising Software?

Paid 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. Paid 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. Paid search 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](https://www.g2.com/categories/display-advertising), [video advertising software](https://www.g2.com/categories/video-advertising), [mobile advertising software](https://www.g2.com/categories/mobile-advertising), or [social media advertising software](https://www.g2.com/categories/social-media-advertising) as well.

Key Benefits of Paid 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 Paid Search Advertising Software?

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

**Organic or native feel —** When companies use paid 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 paid search 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 paid 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 Paid Search Advertising Software?

Businesses, both B2B and B2C, use paid 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 paid search 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 paid 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 Paid Search Advertising Software

There are different kinds of search engine marketing, like local SEO, organic SEO, and paid search. [Local SEO](https://www.g2.com/categories/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 paid search 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.

### Paid Search Advertising Software Features

**Paid keyword optimization—** This feature helps companies find the right keywords to drive relevant traffic to their website. Keyword optimization, or keyword research, analyzes and selects keywords to drive qualified leads to a company’s website.

**Bid rules—** Marketers can set bid rules to minimize pay-per-click costs 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 paid 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](https://www.g2.com/categories/a-b-testing) also help optimize search ads by deploying different versions of ads, such as calls to action or images, and tracking which ones encourage visitors to convert at higher rates.

**Budget execution and monitoring—** When executing paid search advertising campaigns, it's important to set a budget plan and automate its execution with monitoring capabilities to ensure businesses get 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.

### Trends Related to Paid Search Advertising Software

**Artificial intelligence and machine learning —** Advances in [artificial intelligence (AI)](https://www.g2.com/categories/artificial-intelligence) and machine learning (ML) can assist companies with automating ad bids and budgets. Automated bidding can help advertisers bid without having to guess about which keywords perform better. For example, Google Ads can automatically make alterations to ad bids using machine learning insights to maximize advertiser’s conversions to meet their targeted cost-per-acquisition goal.

**Audience targeting—** Companies looking to implement paid search advertising campaigns have typically focused on targeting specific keywords. However, there has been a shift in thinking: More marketers are starting to target their search ads based on audience profiles, or personas, instead of keywords. Companies like Google and Bing can assist advertisers in segmenting and targeting by audience.

**Voice search —** Voice search is becoming more prominent and is starting to dominate search engine optimization (SEO) strategies. As a result, voice search is going to impact paid search, meaning marketers need to start preparing to optimize their content to rank for organic voice searches. One way marketers can accomplish this is by launching dedicated question ad campaigns that play into the more conversational feel of voice search queries.

### Potential Issues with Paid 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 paid search 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 on 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.

### Software and Services Related to Paid Search Advertising Software

[**Creative management platforms**](https://www.g2.com/categories/creative-management-platforms) **—** Creative management platforms (CPMs) include ad design builders capable of making dynamic ads in bulk and employ dynamic creative optimization (DCO) to automate the optimization of ad content by differentiating users. This makes for a more personalized and powerful ad experience while increasing an ad campaign’s overall performance.

[**Demand side platforms (DSPs)**](https://www.g2.com/categories/demand-side-platform-dsp) **—** DSPs are advertiser campaign management products that provide advertisers features for buying ad placements online and in real time. Buying ad placements in real time through DSPs give advertisers the ability to target their desired audiences as they are browsing websites. To purchase ads in real time, DSPs integrate with ad exchanges, which serve as a marketplace for ad inventory.

[**Cross-channel advertising software**](https://www.g2.com/categories/cross-channel-advertising) **—** Companies can use this type of software to advertise across multiple digital advertising channels such as search, display, mobile, social, and video. Leveraging cross-channel advertising software provides companies access to a wide variety of audiences and allows advertisers to take advantage of each channel’s unique benefits.

[**Digital marketing services**](https://www.g2.com/categories/digital-marketing) **—** Digital marketing firms understand how each aspect of digital marketing can contribute to an organization’s goals and design their services with this in mind. Firms offering digital marketing services specialize in marketing tools such as paid search, display advertising, in-game advertising, and various forms of [content creation](https://www.g2.com/categories/content-creation). They also often provide additional solutions focused on creating a stronger web presence such as responsive website design, [search engine optimization (SEO) services](https://www.g2.com/categories/seo-services), and overall online marketing strategy.