Running a high-performance search campaign across different search engines, geographies, formats, devices and channels can be challenging. And the ever-changing digital landscape adds to both the complexity and opportunity. To help ease these headaches and work faster, smarter and better, many companies are using an SEM software platform.

These platforms can automate the time-consuming, manual tasks associated with search engine marketing, such as keyword, ad group and campaign management as well as optimization, while improving productivity and campaign performance. Many SEM platforms have emerged over the past few years, each offering a different set of features. In this guide, we’ll explore the benefits of SEM tools and identify the key factors to consider and questions to ask in order to choose the right one.