Don’t worry — whether you’re an entrepreneur that’s new to SEM tools, or a seasoned pro looking to beef up your strategy, this post will help.

As a freelance SEO strategist, I’ve used plenty of search engine marketing tools, and I’m ready to show you which ones will give you the most bang for your buck.

Ready to dig in?

Let’s get started.

What are SEM Tools? 

A SEM (Search Engine Marketing) tool is a software application or service that helps you manage, optimize, and analyze your search engine marketing campaigns. 

These tools are helpful for all types of businesses with an online presence. Including:

• Small businesses
• Ecommerce businesses
• Lifestyle/content creation businesses
• Social media or marketing managers
• Freelance content marketers/SEO specialists
• And more…

Let’s say you’re a bakery owner, and you’ve just launched your website. You want to run a Google ad targeting locals looking for a birthday cake. 

With one of these tools, you can find the best keywords for your SEM campaign, set your budget, create your Google ads, and track their performance. 

That way, you ensure your ads are seen by folks who are actively searching for a bakery like yours.

And if you’re wondering about the difference between SEM tools and SEO tools? Let me make it easy: SEO tools focus on organic traffic only, and SEM tools encompass both organic traffic and paid traffic (through ads).

Now that you’re more familiar with what SEM tools are, let’s dig into that list!

The 10 Best SEM Tools That’ll Propel Your Success 

1. SEMRush

Ever wished for an all-round digital marketing tool? 

Well, meet SEMRush. It’s like a one-stop-shop where you get a keyword research tool, competitor analysis, SEO, PPC, and content marketing tools under one roof. 

Need to brainstorm keywords? Check.

Want to spy on your competitors? Check.

SEMrush does well at analyzing paid ad campaigns, but it really excels when it comes to SEO (search engine optimization).

I’ve used SEMRush extensively when creating SEO strategy for my freelance clients. It’s extremely intuitive and easy to use. I particularly love to use it to conduct keyword research — features like the Keyword Magic Tool help me explore options for longtail keywords with healthy search volume, and the Content Gap Tool is great for figuring out which keywords my client is missing out on.

As a bonus, SEMrush has a fantastic YouTube channel with super helpful, beginner-friendly tutorials.

2. Google Keyword Planner

When it comes to free SEM tools, Google Keyword Planner is solid option.

Need to know the Google search volume for a relevant keyword? It’s got you covered. Curious about cost per click for a relevant keyword? No worries. 

Google Keyword planner can help you find and organize keywords, check search volume and view current search trends and even find what keywords your competitor’s ads are targeting.

Keyword planner works best when creating a Google Ad strategy, but it can also double as a keyword research tool for SEO.

Best of all, it’s free — you just need to sign up for a Google Ads account.

3. SpyFu

SpyFu is a great tool for competitive research.

Want to know what keywords your competitors are ranking for? Simply plug their URL into SpyFu, and a detailed dossier of their top keywords appears, giving you a clearer picture of their SEO strategies. 

But it doesn’t stop there.

SpyFu not only has a keyword tool that shows you the keywords they’re ranking for but also the actual ads they’ve run, their click-through rates, and even their ad budget. 

SpyFu also allows you to scrutinize your competitors’ PPC ad history, seeing what’s worked for them, what hasn’t, and how often they’ve run their ads. It’s like getting a sneak peek into their playbook, providing you with the knowledge you need to craft a more successful PPC campaign.

4. Optmyzr

Optmyzr is PPC (Pay-Per-Click) management software, and it’ll handle all your PPC tasks like a boss.

It’s designed for managing paid media campaigns across multiple platforms including Google Ads, Microsoft Ads, Facebook Ads, and Amazon Ads.

Optmyzr can help you with tasks like keyword management, ad creation, and data analysis. 

Need to manage your bids or create new ads on the go? Optmyzr can do that too! 

I’ve never used Optmyzr myself, but there are several powerful case studies on their site — including one where it’s use facilitated a 58% increase in account manager productivity. It’s certainly worth a try if you’re working with paid ads.

5. Google Ads Editor 

Google Ads Editor acts like a turbo-charged word processor for your ad campaign. 

Do you want to make bulk changes to your ads, copy, or even the structure of your marketing campaign? 

This tool turns hours of tedious work into a few clicks. It’s like having a super-efficient secretary who can type 100 words per minute.

6. Supermetrics

Supermetrics is your go-to tool for data management. 

This tool integrates your marketing data from various platforms into one place, making data reporting a piece of cake. 

Now you can have all your data in one neat package, ready to tell you the story of your business’s online performance.

7. HubSpot Ads

HubSpot Ads is like the GPS tracker for your ads. It’s the kind of tool you’d want in your kit if you love tracking every move your ads make. 

It shows you the journey of your ads, from the time they left your ‘marketing garage’ until they reached your customers. It’s like getting a play-by-play commentary for your ad campaign.

8. Ahrefs

Let’s take a moment to highlight another stellar SEO tool: Ahrefs.

Similar to SEMrush, Ahrefs is an all-in-one SEO toolset designed for analyzing competitors, auditing and optimizing websites, finding keywords, discovering content ideas, and tracking rankings.

I’ve personally used this tool as well, and I have to say, it’s my favorite (I prefer it just slightly over SEMrush). Ahrefs’ keyword explorer gives you TONS of keyword ideas, in the form of both questions and phrases (super helpful). They also make it super easy to audit my clients’ site, and see where they stand with keywords and backlinks.

9. Unbounce 

Unbounce is your digital construction and testing crew. It’s a platform designed to help businesses create high-converting landing pages, popups, and sticky bars without coding.

Whether you’re looking to build landing pages from scratch or optimize the ones you already have, Unbounce is there to lend a hand. 

They not only help you create eye-catching structures (landing pages) but also ensure they’re sturdy and effective (optimized for conversions).

10. Lunio

Lastly, meet Lunio (formerly PPC Protect), the watchdog of your ad budget. 

Lunio excels in the area of fraud prevention, spotting and eliminating invalid or suspicious clicks that can drain your budget. 

It also offers robust reporting capabilities. Not only does it flag potential fraud, but it also provides detailed reports explaining where, when, and how it occurred. 

Lunio is basically an insurance policy for your digital marketing campaigns, ensuring you’re only paying for genuine, worthwhile interactions.

How to Choose the Best SEM Tool for You 

Choosing the right SEM software for your needs is all about finding the right fit. 

Start by identifying your needs and goals. What part of your digital marketing strategy needs the most help? Which objectives are you aiming to achieve? 

Once you’ve got that sorted, consider your budget. 

High-end tools may offer key features, but there’s no point breaking the bank if cheaper alternatives can do the job.

The truth is, the most expensive SEM software isn’t necessarily the best for you. 

Also, consider integration. 

If a tool plays well with the other software in your stack, it’s like adding a new member to an already great team. It should seamlessly fit in and enhance the team’s performance, not cause disruptions or require completely new playbooks.

Choosing the right SEM tool is not just about selecting the right one — you also need to know how to wield it effectively, which brings us to the next crucial point…

Best Practices for Using SEM Tools 

Having the best SEM tools won’t make a difference if you don’t know how to use them properly.

Firstly, make sure to set up tracking and analytics properly. 

This will help you understand what’s working, what’s not, and where there’s room for improvement.

Next, leverage automation. 

It’s like using cruise control on a long road trip. Automation can help save time and energy, allowing you to focus more on strategic decisions rather than repetitive tasks.

Lastly, keep an eye on your competitors. 

Monitor their strategies, learn from their successes and failures, and always strive to stay one step ahead.

Unlock Your Marketing Potential with SEM Tools

SEM tools are essential components in the modern digital marketer’s toolkit. They help you create, manage, optimize, and monitor your marketing campaigns. 

Each tool has its unique strengths and specializations, and with the right set of SEM tools under your belt, you (or your client) can rise to the top of the search results and drive more conversions.

So, go forth and conquer your SEM strategy with these powerful tools!