# Best Enterprise Paid Search Advertising Software

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


Products classified in the overall Paid Search Advertising category are similar in many regards and help companies of all sizes solve their business problems. However, enterprise business features, pricing, setup, and installation differ from businesses of other sizes, which is why we match buyers to the right Enterprise Business Paid 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 Enterprise Business Paid Search Advertising category.

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





## Top Paid Search Advertising Software at a Glance
| # | Product | Rating | Best For | What Users Say |
|---|---------|--------|----------|----------------|
| 1 | [Google Ads](https://www.g2.com/products/google-ads/reviews) | 4.3/5.0 (1,937 reviews) | Intent-driven search campaigns with keyword-level control | "[High-Intent Targeting + Measurement That Delivers Strong Results](https://www.g2.com/survey_responses/google-ads-review-13091100)" |
| 2 | [Fluency](https://www.g2.com/products/fluency-fluency/reviews) | 4.3/5.0 (290 reviews) | Multi-account budget pacing with blueprint automation | "[Comprehensive Reporting and Attribution That Drives Actionable Insights](https://www.g2.com/survey_responses/fluency-review-13087220)" |
| 3 | [LocaliQ](https://www.g2.com/products/localiq/reviews) | 4.5/5.0 (1,048 reviews) | Managed paid search with unified lead attribution | "[Dependable Marketing Partner with Excellent Communication](https://www.g2.com/survey_responses/localiq-review-12899666)" |
| 4 | [Smarter Ecommerce](https://www.g2.com/products/smarter-ecommerce/reviews) | 4.7/5.0 (81 reviews) | Product-level bidding with margin-aware segmentation | "[AI-supported Google Ads Optimization](https://www.g2.com/survey_responses/smarter-ecommerce-review-12713403)" |
| 5 | [Facebook for Business](https://www.g2.com/products/facebook-for-business/reviews) | 4.2/5.0 (1,392 reviews) | Interest-based acquisition with algorithmic audience optimization | "[Strong Targeting and High ROI with Smooth Meta Integrations](https://www.g2.com/survey_responses/facebook-for-business-review-12973164)" |
| 6 | [TrueClicks](https://www.g2.com/products/trueclicks-trueclicks/reviews) | 4.5/5.0 (194 reviews) | — | "[Acts as a dependable safety net, highlights key issues & helps me maintain consistent high quality](https://www.g2.com/survey_responses/trueclicks-review-13031414)" |
| 7 | [Optmyzr](https://www.g2.com/products/optmyzr/reviews) | 4.7/5.0 (126 reviews) | PPC automation with custom rule-based workflows | "[Efficient Campaign Management with Room for Improved Comparisons](https://www.g2.com/survey_responses/optmyzr-review-13059330)" |
| 8 | [Bidnamic](https://www.g2.com/products/bidnamic/reviews) | 4.9/5.0 (12 reviews) | SKU-level Google Shopping bidding with machine learning | "[Bidnamic: Exceptional Support and Results in Google Shopping Campaigns](https://www.g2.com/survey_responses/bidnamic-review-11365716)" |
| 9 | [SplitMetrics Acquire](https://www.g2.com/products/splitmetrics-acquire/reviews) | 4.8/5.0 (43 reviews) | Apple Search Ads automation with full-funnel optimization | "[Streamlined Apple Search Ads with Responsive Support](https://www.g2.com/survey_responses/splitmetrics-acquire-review-13076941)" |
| 10 | [Google Marketing Platform](https://www.g2.com/products/google-marketing-platform/reviews) | 4.1/5.0 (278 reviews) | Cross-engine search campaign management with unified attribution | "[Essential suite for web marketing](https://www.g2.com/survey_responses/google-marketing-platform-review-11590167)" |


## G2 Grid® for Paid Search Advertising Software
![G2 Grid® for Paid Search Advertising Software plotting products by satisfaction and market presence](https://www.g2.com/categories/paid-search-advertising/grids.png?focus%5B%5D=919&focus%5B%5D=129043&focus%5B%5D=1176047&focus%5B%5D=2935&focus%5B%5D=920&focus%5B%5D=75568&focus%5B%5D=3224&focus%5B%5D=4099)
Highlighted products: Google Ads, Fluency, Smarter Ecommerce, Google Marketing Platform, Bing Ads, AppTweak, Skai, and Adobe Advertising Cloud.
Underlying data: [Grid® JSON](https://www.g2.com/categories/paid-search-advertising/grids.json?focus%5B%5D=google-ads&focus%5B%5D=fluency-fluency&focus%5B%5D=smarter-ecommerce&focus%5B%5D=google-marketing-platform&focus%5B%5D=bing-ads&focus%5B%5D=apptweak&focus%5B%5D=skai&focus%5B%5D=adobe-advertising-cloud&segment=enterprise)


## How Many Paid Search Advertising Software Products Does G2 Track?
**Total Products under this Category:** 148

### Category Stats (Jul 2026)
- **Average Rating**: 4.46/5 (↑0.01 vs Jun 2026) The average rating of products in this category, based on all submitted ratings
- **Top Trending Product**: Diginius Insight (+3.71%) - Among all products in this category, Diginius Insight recorded the largest rating increase compared to last month
*Last updated: July 13, 2026*


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

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

- 30 Analysts and Data Experts
- 8,500+ Authentic Reviews
- 148+ 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.



---

**Sponsored**

### TrueClicks

TrueClicks is PPC management software that helps paid search teams at agencies and brands to audit, monitor, and optimize their Google Ads and Microsoft Advertising campaigns. Founded in 2017 by marketing agency veterans, we're on a mission to raise the PPC quality standard. We aim to be the most intuitive tool for tracking all your accounts in one place, automating repetitive tasks, and delivering actionable, prioritized, and unbiased recommendations to improve performance. With real-time alerts, a robust scoring system, and clear next steps, TrueClicks makes sure you never miss an issue or opportunity again. This makes it easier to improve results, retain clients, and save at least 10 hours per month per user.



[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%5Bchosen_at%5D=2026-07-13T07%3A38%3A51Z&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=131504&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%2Fenterprise&secure%5Btoken%5D=25273b30a7239b76350ade39f9a722e852351e265363bfc41d4f3c3198788719&secure%5Burl%5D=https%3A%2F%2Fwww.trueclicks.com%2F%3Futm_source%3Dg2%26utm_medium%3Dcpc%26utm_campaign%3Dppc&secure%5Burl_type%5D=custom_url)

---

## What Are the Top-Rated Paid Search Advertising Software Products in 2026?
### 1. [Google Ads](https://www.g2.com/products/google-ads/reviews)
Google Ads is an online advertising platform developed by Google that enables businesses to display brief advertisements, service offerings, product listings, and videos to web users. These ads can appear across various Google properties, including search results, partner sites, mobile apps, and videos. Operating primarily on a pay-per-click (PPC) and cost-per-view (CPV) pricing model, Google Ads allows advertisers to target specific audiences based on keywords, demographics, and user behavior. Key Features and Functionality: - Diverse Ad Formats: Offers text ads, image ads, video ads, and shopping ads, allowing businesses to choose the format that best suits their marketing objectives. - Targeting Capabilities: Enables precise targeting through keywords, location, language, device type, and audience interests, ensuring ads reach the most relevant users. - Performance Tracking: Provides detailed analytics and reporting tools to monitor ad performance, measure return on investment (ROI), and optimize campaigns accordingly. - Budget Control: Allows advertisers to set daily budgets and adjust bids, offering flexibility to manage advertising expenses effectively. - Integration with Google Services: Seamlessly integrates with other Google services like Google Analytics and Google Merchant Center, enhancing campaign management and performance insights. Primary Value and User Solutions: Google Ads empowers businesses to increase their online visibility, attract potential customers, and drive sales by placing their offerings in front of users actively searching for related products or services. By leveraging Google's extensive network and advanced targeting options, advertisers can reach a broad yet relevant audience, leading to higher engagement and conversion rates. The platform's comprehensive analytics enable continuous optimization, ensuring marketing efforts are both effective and cost-efficient.


**Average Rating:** 4.3/5.0
**Total Reviews:** 1,937
**How Do G2 Users Rate Google Ads?**

- **Has the product been a good partner in doing business?:** 8.1/10 (Category avg: 8.8/10)
- **Performance and Reliability:** 8.6/10 (Category avg: 8.7/10)
- **Workflow Capability:** 8.2/10 (Category avg: 8.4/10)
- **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 Google Ads?**

- **Seller:** [Google](https://www.g2.com/sellers/google)
- **Year Founded:** 1998
- **HQ Location:** Mountain View, CA
- **Twitter:** @google (31,899,995 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/1441/ (341,888 employees on LinkedIn®)
- **Ownership:** NASDAQ:GOOG

**Who Uses This Product?**
- **Who Uses This:** Marketing Manager, Digital Marketing Manager
- **Top Industries:** Marketing and Advertising, Computer Software
- **Company Size:** 62% Small-Business, 30% Mid-Market


#### What Are Google Ads's Pros and Cons?

**Pros:**

- Targeting Capabilities (18 reviews)
- Reach (15 reviews)
- Campaign Management (10 reviews)
- Ease of Use (10 reviews)
- Tracking (10 reviews)

**Cons:**

- Expensive (18 reviews)
- Complex Setup (10 reviews)
- Ad Issues (6 reviews)
- Difficult Learning (6 reviews)
- Poor Customer Support (5 reviews)


### What Do G2 Reviewers Say About Google Ads?
*AI-generated summary from verified user reviews*

**Pros:**

- Users value the **wide range of targeting options** in Google Ads, optimizing budget and reaching the right audience.
- Users value the **targeted reach** of Google Ads, allowing for effective lead generation and quick, measurable results.
- Users appreciate the **clear interface and learning resources** in Google Ads, which enhance campaign management and effectiveness.
- Users appreciate the **ease of use** of Google Ads, finding it user-friendly and quick to navigate.
- Users appreciate the **real-time tracking capabilities** of Google Ads, enabling effective optimization and targeted lead generation.

**Cons:**

- Users find Google Ads to be **expensive** , often leading to frustration without guaranteed results or adequate support.
- Users find the setup process of Google Ads to be **complex and overwhelming** , especially for beginners seeking guidance.
- Users face **ad issues** with Google Ads, experiencing high costs and confusing setups that hinder campaign effectiveness.
- Users find Google Ads to be **difficult to learn** , citing its complexity and the need for constant updates as challenges.
- Users express frustration with **poor customer support** , citing long response times and unresolved issues impacting their experience.

#### What Are Recent G2 Reviews of Google Ads?

**"[High-Intent Targeting + Measurement That Delivers Strong Results](https://www.g2.com/survey_responses/google-ads-review-13091100)"**

**Rating:** 4.5/5.0 stars
*— Jeff V.*

[Read full review](https://www.g2.com/survey_responses/google-ads-review-13091100)

---

**"[Google Ads Connects You Fast with Ready to Buy Customers and Clear Reporting](https://www.g2.com/survey_responses/google-ads-review-12826594)"**

**Rating:** 5.0/5.0 stars
*— Muzammil M.*

[Read full review](https://www.g2.com/survey_responses/google-ads-review-12826594)

---


#### What Are G2 Users Discussing About Google Ads?

- [What does Google Ads editor do?](https://www.g2.com/discussions/what-does-google-ads-editor-do) - 2 comments
- [What does Google ads include?](https://www.g2.com/discussions/what-does-google-ads-include) - 3 comments, 1 upvote
- [What are the benefits of Google ads?](https://www.g2.com/discussions/what-are-the-benefits-of-google-ads) - 2 comments

### 2. [Fluency](https://www.g2.com/products/fluency-fluency/reviews)
Fluency is the first Digital Advertising Operating System (OS) that transforms paid media operations challenges into breakthrough outcomes by centralizing all major campaign execution workflows into a single solution. The AI-powered platform eliminates the most time and resource-intensive aspects of campaign execution, and automates campaigns across all major digital ad channels - including walled gardens and the open web. As a result, advertisers can activate, automate, and analyze any number of campaigns with unprecedented efficiency, working at a scale not previously achievable. Fluency powers nearly $3b in annual media spend. Its user base supports more than 250,000+ monthly campaigns for brands with 50,000+ locations. In 2025, the company ranked #1,278 on the Inc 5000, marking its third year in a row on the list. With a founding team that’s worked in online advertising since 1998, Fluency has certified partnerships with many major ad publishers and was named a finalist for the Technology Innovation in the 2024 Amazon Ads Partner Awards.


**Average Rating:** 4.3/5.0
**Total Reviews:** 290
**How Do G2 Users Rate Fluency?**

- **Has the product been a good partner in doing business?:** 9.1/10 (Category avg: 8.8/10)
- **Performance and Reliability:** 8.4/10 (Category avg: 8.7/10)
- **Workflow Capability:** 8.4/10 (Category avg: 8.4/10)
- **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 Fluency?**

- **Seller:** [Fluency](https://www.g2.com/sellers/fluency)
- **Company Website:** https://www.fluency.inc/
- **Year Founded:** 2017
- **HQ Location:** Burlington, Vermont
- **LinkedIn® Page:** https://www.linkedin.com/company/fluencyinc/ (142 employees on LinkedIn®)

**Who Uses This Product?**
- **Who Uses This:** Social Media Analyst, Marketing Manager
- **Top Industries:** Marketing and Advertising, Automotive
- **Company Size:** 54% Mid-Market, 25% Small-Business


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

**Pros:**

- Ease of Use (89 reviews)
- Efficiency (61 reviews)
- Budget Management (56 reviews)
- Campaign Management (56 reviews)
- Time-saving (53 reviews)

**Cons:**

- Learning Curve (38 reviews)
- Software Bugs (28 reviews)
- Steep Learning Curve (26 reviews)
- Navigation Issues (22 reviews)
- Error Issues (19 reviews)


### What Do G2 Reviewers Say About Fluency?
*AI-generated summary from verified user reviews*

**Pros:**

- Users appreciate the **ease of use** of Fluency, highlighting its intuitive dashboard and simple setup process.
- Users value the **efficient centralized management** of Fluency, simplifying budget changes and campaign oversight to save time.
- Users appreciate the **efficient budget management** of Fluency, which simplifies campaign oversight and prevents overspending.
- Users value the **efficient campaign management** Fluency provides, streamlining processes and ensuring effective budget control.
- Users value the **time-saving capabilities** of Fluency, allowing them to focus on optimizing campaigns instead of calculations.

**Cons:**

- Users find a **steep learning curve** with Fluency, as adapting to its layout and functions takes time and effort.
- Users report persistent **software bugs** in Fluency, leading to frustrating experiences and unresolved notifications.
- Users find the **steep learning curve** of Fluency challenging, especially without better onboarding and clearer documentation.
- Users report **navigation issues** in Fluency, finding the UI messy and confusing with multiple sections to navigate.
- Users face frequent **error issues** with Fluency, hindering performance and complicating campaign management due to automation delays.

#### What Are Recent G2 Reviews of Fluency?

**"[Comprehensive Reporting and Attribution That Drives Actionable Insights](https://www.g2.com/survey_responses/fluency-review-13087220)"**

**Rating:** 4.0/5.0 stars
*— Mackenzie B.*

[Read full review](https://www.g2.com/survey_responses/fluency-review-13087220)

---

**"[Automation-Driven Efficiency with Some Bugs](https://www.g2.com/survey_responses/fluency-review-10495784)"**

**Rating:** 4.5/5.0 stars
*— James  M.*

[Read full review](https://www.g2.com/survey_responses/fluency-review-10495784)

---



### 3. [Smarter Ecommerce](https://www.g2.com/products/smarter-ecommerce/reviews)
Smarter Ecommerce (smec) is a leading PPC software provider and performance marketing agency that helps ecommerce brands achieve better business outcomes through AI-driven optimization of Google Ads and Microsoft Advertising. The smec platform connects and activates first-party business data - including profit margins, customer lifetime value (CLV), and other key business metrics - to deliver data-informed advertising strategies. Dynamic Segments allow retailers to optimize for business outcomes such as profitability (POAS), average order value (AOV), and revenue growth, maintaining control over business priorities even as advertising platforms become more automated and less transparent.. The platform's predictive AI adjusts Target ROAS and allocates budgets across all campaigns to improve overall performance and increase efficiency in achieving business objectives. Detailed product and campaign insights provide transparency into how automated campaigns perform, helping PPC teams govern AI effectively and see what's happening inside the "black box”. By automating routine PPC tasks and centralizing management across Google and Microsoft Ads, smec helps retailers with extensive product catalogs maintain agility and efficiency. Teams can focus on strategic oversight, data quality, and profit optimization, while automation manages campaign execution aligned with live business goals. In addition to its platform, smec delivers full-service agency support across Google, Microsoft, Meta, and programmatic channels, offering full-funnel strategy, data engineering, conversion tracking, and marketing analytics. This combination of technology, data, and expertise positions smec as a trusted partner for scaling ecommerce performance. Founded in 2007, Smarter Ecommerce is recognized as a Google Premier Partner, was named a Google Ads Impact Award Finalist in 2025 and is a three-time Microsoft Retail Partner of the Year. smec currently manages over €500 Million in annual ad spend, driving more than €15 Billion in ecommerce revenue for over 350 global retail clients, including THG, Snipes, REWE, Decathlon, River Island, Miami Heat, Shade Station, Mountain Warehouse, EMAG and Intersport.


**Average Rating:** 4.7/5.0
**Total Reviews:** 81
**How Do G2 Users Rate Smarter Ecommerce?**

- **Has the product been a good partner in doing business?:** 8.3/10 (Category avg: 8.8/10)
- **Performance and Reliability:** 9.8/10 (Category avg: 8.7/10)
- **Workflow Capability:** 10.0/10 (Category avg: 8.4/10)
- **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 Smarter Ecommerce?**

- **Seller:** [Smarter Ecommerce GmbH](https://www.g2.com/sellers/smarter-ecommerce-gmbh)
- **Year Founded:** 2007
- **HQ Location:** Linz, Austria
- **Twitter:** @smec (1,626 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/smarter-ecommerce-gmbh/ (88 employees on LinkedIn®)

**Who Uses This Product?**
- **Top Industries:** Retail, Marketing and Advertising
- **Company Size:** 49% Mid-Market, 31% Small-Business



#### What Are Recent G2 Reviews of Smarter Ecommerce?

**"[AI-supported Google Ads Optimization](https://www.g2.com/survey_responses/smarter-ecommerce-review-12713403)"**

**Rating:** 4.5/5.0 stars
*— Norman W.*

[Read full review](https://www.g2.com/survey_responses/smarter-ecommerce-review-12713403)

---

**"[Reliable partner for scaling Google Ads performance with expert support](https://www.g2.com/survey_responses/smarter-ecommerce-review-12959586)"**

**Rating:** 5.0/5.0 stars
*— Franziska N.*

[Read full review](https://www.g2.com/survey_responses/smarter-ecommerce-review-12959586)

---


#### What Are G2 Users Discussing About Smarter Ecommerce?

- [What is Smarter Ecommerce used for?](https://www.g2.com/discussions/what-is-smarter-ecommerce-used-for)

### 4. [Google Marketing Platform](https://www.g2.com/products/google-marketing-platform/reviews)
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.


**Average Rating:** 4.1/5.0
**Total Reviews:** 278
**How Do G2 Users Rate Google Marketing Platform?**

- **Has the product been a good partner in doing business?:** 7.6/10 (Category avg: 8.8/10)
- **Performance and Reliability:** 8.5/10 (Category avg: 8.7/10)
- **Workflow Capability:** 8.4/10 (Category avg: 8.4/10)
- **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 Google Marketing Platform?**

- **Seller:** [Google](https://www.g2.com/sellers/google)
- **Year Founded:** 1998
- **HQ Location:** Mountain View, CA
- **Twitter:** @google (31,899,995 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/1441/ (341,888 employees on LinkedIn®)
- **Ownership:** NASDAQ:GOOG

**Who Uses This Product?**
- **Who Uses This:** Account Manager
- **Top Industries:** Marketing and Advertising, Internet
- **Company Size:** 47% Mid-Market, 27% Enterprise


#### What Are Google Marketing Platform's Pros and Cons?

**Pros:**

- Features (4 reviews)
- Campaign Management (3 reviews)
- Ease of Use (3 reviews)
- Efficiency (3 reviews)
- Performance Results (3 reviews)

**Cons:**

- Complexity (3 reviews)
- Learning Curve (3 reviews)
- Complex Setup (2 reviews)
- Difficult Setup (2 reviews)
- Expensive (2 reviews)


### What Do G2 Reviewers Say About Google Marketing Platform?
*AI-generated summary from verified user reviews*

**Pros:**

- Users appreciate the **unified integration** of Google Marketing Platform, simplifying campaign management and performance analysis.
- Users value the **integrated campaign management** in Google Marketing Platform, making data-driven decisions and tracking performance effortless.
- Users appreciate the **ease of use** of Google Marketing Platform, enjoying its seamless integration of data and tools.
- Users value the **efficiency** of Google Marketing Platform, enjoying streamlined data management and smarter decision-making.
- Users value the **integrated performance tracking** of Google Marketing Platform, simplifying data analysis and campaign management.

**Cons:**

- Users find the **steep learning curve** of Google Marketing Platform challenging, particularly for those new to analytics or ad tech.
- Users find the **steep learning curve** of Google Marketing Platform challenging, especially for beginners and smaller teams.
- Users find the **complex setup** of Google Marketing Platform challenging, particularly for those new to analytics and ad tech.
- Users find the **difficult setup** of Google Marketing Platform challenging, especially for those new to analytics and ad tech.
- Users find Google Marketing Platform **expensive** compared to alternatives, especially for smaller businesses with limited resources.

#### What Are Recent G2 Reviews of Google Marketing Platform?

**"[Essential suite for web marketing](https://www.g2.com/survey_responses/google-marketing-platform-review-11590167)"**

**Rating:** 4.0/5.0 stars
*— Michele C.*

[Read full review](https://www.g2.com/survey_responses/google-marketing-platform-review-11590167)

---

**"[Unified Marketing Insights with a Steep Learning Curve](https://www.g2.com/survey_responses/google-marketing-platform-review-12360402)"**

**Rating:** 4.0/5.0 stars
*— Rohit K.*

[Read full review](https://www.g2.com/survey_responses/google-marketing-platform-review-12360402)

---


#### What Are G2 Users Discussing About Google Marketing Platform?

- [What is Google Marketing Platform used for?](https://www.g2.com/discussions/what-is-google-marketing-platform-used-for)

### 5. [Bing Ads](https://www.g2.com/products/bing-ads/reviews)
Microsoft Advertising, formerly known as Bing Ads, is an online advertising platform developed by Microsoft that enables businesses to create and manage pay-per-click (PPC) advertising campaigns. These ads appear on search engines such as Bing, Yahoo!, and DuckDuckGo, as well as on various partner websites, mobile apps, and videos. The platform offers a range of ad formats, including text ads, product ads, and multimedia ads, allowing advertisers to reach a diverse audience and drive traffic to their websites. Key Features and Functionality: - Diverse Ad Formats: Microsoft Advertising supports various ad types, including responsive search ads, product ads, and multimedia ads, enabling advertisers to choose the format that best suits their marketing objectives. - Product Ads: These ads display rich product information, such as images, prices, and descriptions, directly in search results, enhancing visibility and engagement. - Integration with Google Ads: Advertisers can import their existing Google Ads campaigns into Microsoft Advertising, facilitating a seamless transition and efficient campaign management. - Advanced Targeting Options: The platform offers robust targeting capabilities, including demographic targeting, location targeting, and device targeting, allowing advertisers to reach their desired audience effectively. - Analytics and Reporting: Comprehensive reporting tools provide insights into campaign performance, enabling data-driven decision-making and optimization. Primary Value and User Solutions: Microsoft Advertising provides businesses with a powerful platform to increase their online visibility and reach potential customers across multiple channels. By offering diverse ad formats and advanced targeting options, it helps advertisers deliver relevant and engaging content to their audience, leading to higher click-through rates and improved return on investment. The integration with Google Ads simplifies campaign management for those already familiar with PPC advertising, while the comprehensive analytics tools support continuous performance improvement.


**Average Rating:** 3.5/5.0
**Total Reviews:** 371
**How Do G2 Users Rate Bing Ads?**

- **Has the product been a good partner in doing business?:** 6.9/10 (Category avg: 8.8/10)
- **Performance and Reliability:** 7.4/10 (Category avg: 8.7/10)
- **Workflow Capability:** 7.0/10 (Category avg: 8.4/10)
- **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 Bing Ads?**

- **Seller:** [Microsoft](https://www.g2.com/sellers/microsoft)
- **Year Founded:** 1975
- **HQ Location:** Redmond, Washington
- **Twitter:** @microsoft (13,091,739 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/microsoft/ (231,632 employees on LinkedIn®)
- **Ownership:** MSFT

**Who Uses This Product?**
- **Who Uses This:** Digital Marketing Manager, Marketing Manager
- **Top Industries:** Marketing and Advertising, Information Technology and Services
- **Company Size:** 55% Small-Business, 34% Mid-Market


#### What Are Bing Ads's Pros and Cons?

**Pros:**

- Ease of Use (2 reviews)
- Advertising Management (1 reviews)
- Audience Reach (1 reviews)
- Content Creation (1 reviews)
- Customer Support (1 reviews)



### What Do G2 Reviewers Say About Bing Ads?
*AI-generated summary from verified user reviews*

**Pros:**

- Users find Bing Ads to be **easy to use** , benefiting from simple setup and intuitive navigation for effective advertising.
- Users value the **ease of use and support** offered by Bing Ads, enhancing their advertising experience on the platform.
- Users value the **wide audience reach** of Bing Ads, enhancing their marketing potential across diverse platforms.
- Users enjoy the **easy navigation** in Bing Ads, allowing them to optimize campaigns efficiently.
- Users value the **excellent customer support** from Microsoft, which aids in set-up and troubleshooting effectively.


#### What Are Recent G2 Reviews of Bing Ads?

**"[Time-Saving Google Ads Imports & Smarter B2B Targeting](https://www.g2.com/survey_responses/bing-ads-review-12639103)"**

**Rating:** 4.0/5.0 stars
*— Conor J.*

[Read full review](https://www.g2.com/survey_responses/bing-ads-review-12639103)

---

**"[Effortless Google Ads Import Makes Microsoft Campaign Setup Faster & Easier](https://www.g2.com/survey_responses/bing-ads-review-12457002)"**

**Rating:** 5.0/5.0 stars
*— Shake Dawood A.*

[Read full review](https://www.g2.com/survey_responses/bing-ads-review-12457002)

---


#### What Are G2 Users Discussing About Bing Ads?

- [What is Bing Ads used for?](https://www.g2.com/discussions/what-is-bing-ads-used-for)
- [Where do Bing ads show?](https://www.g2.com/discussions/where-do-bing-ads-show) - 1 comment
- [How do I optimize Bing ads?](https://www.g2.com/discussions/how-do-i-optimize-bing-ads) - 1 comment
- [Can you advertise on Bing?](https://www.g2.com/discussions/can-you-advertise-on-bing) - 1 comment
- [Are Bing ads effective?](https://www.g2.com/discussions/are-bing-ads-effective) - 1 comment

### 6. [AppTweak](https://www.g2.com/products/apptweak/reviews)
AppTweak is a leading app marketing and intelligence platform that helps app marketers increase visibility, optimize performance, and scale growth across the app stores and AI search. Trusted by thousands of apps worldwide, AppTweak provides powerful data, insights, automation, and AI to strengthen App Store Optimization (ASO), Apple Ads performance, and AI app discovery. At the core of AppTweak is Atlas AI, our proprietary deep-learning model trained on app store data since 2014. This technology, combined with unparalleled support, makes AppTweak the trusted partner for mobile leaders such as Uber, Zynga, and The North Face.


**Average Rating:** 4.6/5.0
**Total Reviews:** 204
**How Do G2 Users Rate AppTweak?**

- **Has the product been a good partner in doing business?:** 9.2/10 (Category avg: 8.8/10)
- **Performance and Reliability:** 7.8/10 (Category avg: 8.7/10)
- **Workflow Capability:** 5.5/10 (Category avg: 8.4/10)
- **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 AppTweak?**

- **Seller:** [AppTweak](https://www.g2.com/sellers/apptweak)
- **Company Website:** https://www.apptweak.com
- **Year Founded:** 2014
- **HQ Location:** Brussels, Brussels Region
- **Twitter:** @AppTweak (4,438 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/3055780/ (135 employees on LinkedIn®)

**Who Uses This Product?**
- **Who Uses This:** ASO Manager
- **Top Industries:** Computer Games, Marketing and Advertising
- **Company Size:** 41% Small-Business, 35% Mid-Market


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

**Pros:**

- Ease of Use (64 reviews)
- Helpful (51 reviews)
- Features (45 reviews)
- Insights (43 reviews)
- Customer Support (40 reviews)

**Cons:**

- Data Inaccuracy (19 reviews)
- Limited Features (18 reviews)
- Lack of Information (14 reviews)
- Difficult Learning (11 reviews)
- Expensive (11 reviews)


### What Do G2 Reviewers Say About AppTweak?
*AI-generated summary from verified user reviews*

**Pros:**

- Users appreciate the **ease of use** of AppTweak, enabling quick learning and efficient client management.
- Users love AppTweak for its **ease of use** and comprehensive insights into competition and market trends.
- Users value the **extensive insights** and user-friendly features of AppTweak, enhancing their ASO strategies effectively.
- Users appreciate the **comprehensive insights** from AppTweak, enabling informed, data-driven decisions for mobile marketing strategies.
- Users commend the **helpful customer support** of AppTweak, appreciating their responsiveness and innovative approach to ASO needs.

**Cons:**

- Users note **data inaccuracy** in global analytics, leading to discrepancies and a need for more comprehensive metrics.
- Users note that **data insights are limited** on lower-tier plans, impacting overall usability and access across teams.
- Users find a **lack of information** on competitive metrics and global reporting, making onboarding and analysis challenging.
- Users find the **difficult learning curve** frustrating, especially with onboarding and navigating features and reports.
- Users find AppTweak **expensive** , especially smaller companies that may not use all advanced features regularly.

#### What Are Recent G2 Reviews of AppTweak?

**"[Intuitive ASO Tool with Unique Features](https://www.g2.com/survey_responses/apptweak-review-10557602)"**

**Rating:** 5.0/5.0 stars
*— Roni B.*

[Read full review](https://www.g2.com/survey_responses/apptweak-review-10557602)

---

**"[Strong mobile app intelligence, UI could be simpler](https://www.g2.com/survey_responses/apptweak-review-12803653)"**

**Rating:** 4.0/5.0 stars
*— Andy F.*

[Read full review](https://www.g2.com/survey_responses/apptweak-review-12803653)

---


#### What Are G2 Users Discussing About AppTweak?

- [What do you like most about AppTweak for ASO, and what improvements would you suggest?](https://www.g2.com/discussions/what-do-you-like-most-about-apptweak-for-aso-and-what-improvements-would-you-suggest)
- [How do you use Apptweak?](https://www.g2.com/discussions/how-do-you-use-apptweak)
- [Does AppTweak Pro work?](https://www.g2.com/discussions/does-apptweak-pro-work)
- [Is AppTweak good?](https://www.g2.com/discussions/is-apptweak-good)
- [What does AppTweak do?](https://www.g2.com/discussions/what-does-apptweak-do) - 1 comment

### 7. [Skai](https://www.g2.com/products/skai/reviews)
Skai is an omnichannel advertising platform, uniquely enabling brands and agencies to run data-driven programs across walled garden media. It empowers both media leaders and activation teams to drive impactful results from their advertising program with AI-powered decisioning, activation, and optimization solutions. Its partners include Google, Amazon Ads, Microsoft, Walmart Connect, Apple Search Ads, Instacart, Criteo, TikTok, Snap, Pinterest, Meta, and more. For over a decade, Skai has earned the trust from notable brands such as Reckitt, Doordash, Sony, Philips, and L’Oreal. Renowned for innovation and a values-driven culture, Skai is headquartered in San Francisco and Tel Aviv with eight international locations.


**Average Rating:** 4.0/5.0
**Total Reviews:** 281
**How Do G2 Users Rate Skai?**

- **Has the product been a good partner in doing business?:** 8.3/10 (Category avg: 8.8/10)
- **Performance and Reliability:** 8.0/10 (Category avg: 8.7/10)
- **Workflow Capability:** 7.8/10 (Category avg: 8.4/10)
- **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 Skai?**

- **Seller:** [Skai](https://www.g2.com/sellers/skai)
- **HQ Location:** Tel Aviv, Israel
- **Twitter:** @skaicommerce (7,446 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/167470/ (726 employees on LinkedIn®)

**Who Uses This Product?**
- **Who Uses This:** Account Manager
- **Top Industries:** Marketing and Advertising, Internet
- **Company Size:** 44% Mid-Market, 30% Enterprise


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

**Pros:**

- Ease of Use (3 reviews)
- Automation (2 reviews)
- Customer Support (2 reviews)
- Ad Management (1 reviews)
- Analytics (1 reviews)

**Cons:**

- Poor Reporting (2 reviews)
- Ad Issues (1 reviews)
- Adjustment Difficulty (1 reviews)
- Campaign Management (1 reviews)
- Campaign Management Issues (1 reviews)


### What Do G2 Reviewers Say About Skai?
*AI-generated summary from verified user reviews*

**Pros:**

- Users appreciate the **ease of use** of Skai, benefiting from its intuitive UI and helpful customer service.
- Users value the **fast and reliable automation** in Skai, significantly streamlining account management and insight discovery.
- Users value the **responsive customer support** from Skai, enhancing their overall experience and efficiency with the platform.
- Users find Skai's **ad management** to be fast, reliable, and efficient for bidding and insights.
- Users value the **speed and reliability** of Skai for bidding adjustments, insights, and account management.

**Cons:**

- Users express frustration over **poor reporting** , specifically regarding insufficient details on report failures and updates on campaigns.
- Users find **ad issues** with Skai, particularly regarding shopping reporting and campaign adjustments, needing improvement.
- Users find the **adjustment difficulty** in Skai challenging, particularly with shopping reporting and campaign updates.
- Users feel the **shopping reporting and PMAX adjustments** in Skai could be improved for better campaign management.
- Users feel that **campaign management issues** hinder effective shopping reporting and timely PMAX adjustments.

#### What Are Recent G2 Reviews of Skai?

**"[Experienced User for 2 Years](https://www.g2.com/survey_responses/skai-review-10336805)"**

**Rating:** 4.5/5.0 stars
*— Taylor E.*

[Read full review](https://www.g2.com/survey_responses/skai-review-10336805)

---

**"[Easy To Use and Great Customer Service](https://www.g2.com/survey_responses/skai-review-7024093)"**

**Rating:** 5.0/5.0 stars
*— Verified User in Automotive*

[Read full review](https://www.g2.com/survey_responses/skai-review-7024093)

---


#### What Are G2 Users Discussing About Skai?

- [What is Skai used for?](https://www.g2.com/discussions/what-is-skai-used-for)

### 8. [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: 8.8/10)
- **Performance and Reliability:** 7.3/10 (Category avg: 8.7/10)
- **Workflow Capability:** 7.4/10 (Category avg: 8.4/10)
- **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 (956,842 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/1480/ (42,087 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)


### What Do G2 Reviewers Say About Adobe Advertising Cloud?
*AI-generated summary from verified user reviews*

**Pros:**

- Users appreciate the **seamless integration** and collaboration features of Adobe Advertising Cloud, enhancing their workflow efficiency.
- Users praise the **collaborative integration** of Adobe Advertising Cloud, enhancing productivity and file syncing across apps.
- Users appreciate the **comprehensive tools** of Adobe Advertising Cloud, enjoying its integrated and efficient capabilities.
- Users appreciate the **ease of use** of Adobe Advertising Cloud, highlighting its seamless app integration and collaboration.
- Users love the **easy integrations** of Adobe Advertising Cloud, enhancing collaboration and streamlining workflow across apps.

**Cons:**

- Users find the **functionality limitations** of Adobe Advertising Cloud hinder community contributions compared to competitors.
- Users find that Adobe Advertising Cloud has **high competition** , making it hard to create complementary apps compared to others.
- Users find a **lack of clarity** in creating complements, making it harder compared to competitors.
- Users find the **lack of intuitiveness** in Adobe Advertising Cloud frustrating, hindering their ability to create efficient complements.
- Users find **poor usability** in Adobe Advertising Cloud, especially in creating complementary apps compared to competitors.

#### What Are Recent G2 Reviews of Adobe Advertising Cloud?

**"[A perfect package for cloud advertising services](https://www.g2.com/survey_responses/adobe-advertising-cloud-review-8931722)"**

**Rating:** 4.5/5.0 stars
*— Stephanie H.*

[Read full review](https://www.g2.com/survey_responses/adobe-advertising-cloud-review-8931722)

---

**"[Adobe is the most powerful creative ecosystem to work with](https://www.g2.com/survey_responses/adobe-advertising-cloud-review-10657671)"**

**Rating:** 5.0/5.0 stars
*— Bairon P.*

[Read full review](https://www.g2.com/survey_responses/adobe-advertising-cloud-review-10657671)

---


#### What Are G2 Users Discussing About Adobe Advertising Cloud?

- [What is your primary use case for Adobe Advertising Cloud, and how has it impacted your digital advertising efforts?](https://www.g2.com/discussions/what-is-your-primary-use-case-for-adobe-advertising-cloud-and-how-has-it-impacted-your-digital-advertising-efforts)
- [What is Adobe Advertising Cloud used for?](https://www.g2.com/discussions/what-is-adobe-advertising-cloud-used-for)

### 9. [TrueClicks](https://www.g2.com/products/trueclicks-trueclicks/reviews)
TrueClicks is PPC management software that helps paid search teams at agencies and brands to audit, monitor, and optimize their Google Ads and Microsoft Advertising campaigns. Founded in 2017 by marketing agency veterans, we're on a mission to raise the PPC quality standard. We aim to be the most intuitive tool for tracking all your accounts in one place, automating repetitive tasks, and delivering actionable, prioritized, and unbiased recommendations to improve performance. With real-time alerts, a robust scoring system, and clear next steps, TrueClicks makes sure you never miss an issue or opportunity again. This makes it easier to improve results, retain clients, and save at least 10 hours per month per user.


**Average Rating:** 4.5/5.0
**Total Reviews:** 194
**How Do G2 Users Rate TrueClicks?**

- **Has the product been a good partner in doing business?:** 9.0/10 (Category avg: 8.8/10)
- **Performance and Reliability:** 8.7/10 (Category avg: 8.7/10)
- **Workflow Capability:** 8.2/10 (Category avg: 8.4/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 9.6/10 (Category avg: 10/10)

**Who Is the Company Behind TrueClicks?**

- **Seller:** [TrueClicks](https://www.g2.com/sellers/trueclicks-2e59a170-07ea-452b-a97e-817d102b79f4)
- **Company Website:** https://www.trueclicks.com/
- **Year Founded:** 2017
- **HQ Location:** Amsterdam, Netherlands
- **LinkedIn® Page:** https://www.linkedin.com/company/1342337/ (11 employees on LinkedIn®)

**Who Uses This Product?**
- **Top Industries:** Marketing and Advertising, Retail
- **Company Size:** 36% Small-Business, 20% Mid-Market


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

**Pros:**

- Ease of Use (2 reviews)
- Efficiency Improvement (2 reviews)
- Automation (1 reviews)
- Customer Support (1 reviews)
- Dashboard Usability (1 reviews)

**Cons:**

- Ad Issues (1 reviews)
- Data Inaccuracy (1 reviews)
- Ineffective Recommendations (1 reviews)
- Limited Customization (1 reviews)


### What Do G2 Reviewers Say About TrueClicks?
*AI-generated summary from verified user reviews*

**Pros:**

- Users appreciate the **ease of use** in TrueClicks, benefiting from a user-friendly dashboard and helpful AI recommendations.
- Users value the **efficiency improvement** of TrueClicks, drastically reducing manual work and simplifying campaign management.
- Users appreciate the **automation capabilities** of TrueClicks, saving time and enhancing campaign performance effortlessly.
- Users appreciate the **excellent customer support** from TrueClicks, enhancing their experience and satisfaction with the tool.
- Users appreciate the **user-friendly dashboard** of TrueClicks, which simplifies campaign optimization and enhances overall performance.

**Cons:**

- Users often desire **more insight into ad performance issues** , leading to confusion and frustration with TrueClicks.
- Users struggle with **data inaccuracy** as not all conversions can be added as metrics in TrueClicks.
- Users feel the **ineffective recommendations** from TrueClicks leave them lacking insight into ad performance issues.
- Users desire **greater customization options** for reports and site features, limiting their ability to tailor the experience.

#### What Are Recent G2 Reviews of TrueClicks?

**"[Acts as a dependable safety net, highlights key issues & helps me maintain consistent high quality](https://www.g2.com/survey_responses/trueclicks-review-13031414)"**

**Rating:** 4.0/5.0 stars
*— Gloria A.*

[Read full review](https://www.g2.com/survey_responses/trueclicks-review-13031414)

---

**"[Game-changer for managing our Google & Microsoft Ads.](https://www.g2.com/survey_responses/trueclicks-review-13001333)"**

**Rating:** 5.0/5.0 stars

[Read full review](https://www.g2.com/survey_responses/trueclicks-review-13001333)

---


#### What Are G2 Users Discussing About TrueClicks?

- [What is TrueClicks used for?](https://www.g2.com/discussions/what-is-trueclicks-used-for)


## 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.