The Best SEM Tools

SearchEngineWatch’s view

The world of SEM Tools is vast and can seem complex, so I wanted to simplify things for people.  Before I go in to my details, I think it’s important that we understand that the best three tools really are from Google Adwords and Google Analytics (especially because it’s free), Yahoo Search, and my recent favorite of MSN Ad Intelligence with Excel.  Go to the article from SearchEngineWatch.com if you want to go read their take on all the SEM tools.  But, I recommend reading the couple of paragraphs on what you need to know about SEM Tools.

I recently got a demo of MS adCenter Ad Intelligence tool’s new features coming soon.  It’s more robust and has some interesting features on keyword intelligence that are quite amazing.  I obviously can’t get in to the details, the features will be released in the upcoming adCenter release, just within a month or two.  It’s suppose to be one of the biggest releases for Microsoft’s adCenter.  If you have not downloaded the excel Add-In tool, you can go ahead and do that by Clicking Here Excel Add-In

One of the biggest problems with the tool was that it was previously not available for Excel 03, but that was fixed weeks ago.  The industry has largely hailed this tool and it’s integration with excel as the best keyword and user behavior tool out there.  Now if Microsoft just solves the search query problem, we would all be very happy!

As far utilizing the tools the key thing is to remember, that Search Engine Marketing is all about understanding the search engines.  So you have to understand the basics of their algorithms, their user behavior, and how then rank ads.  Let’s not forget it’s all about keywords, keywords and more keywords.  For SEM Tools the most important first step is understanding search keywords and thier CTR’s, their volume, and obviously their price.  But what’s really important is to understand the back end conversion on your own site and how those search keywords are converting for your business.

You would also be surprised how much search engines look at the landing pages of the Ads.  More and more relevancy of your ads text matching your keywords and your landing page content the better.  Of course, Google still looks at Landing page Title tag as the most important, and heading tags and content on or near the top of the page as possible.  They all look at it basically the same way, the more relevant the keyword match, the higher your ad shows up and lower your bid prices.  This was more of a myth in the past, but you really have to pay attention to keyword relevancy in your ads and in your landing page.  If you can automate as much of your keyword inserts from query as possible via variables the best.

The article above mentions other great SEM tools for bid and budget management and better reporting.  Tools such as Overture’s, 360i.com, and eFrontier obviously have internal data insights not just their technology to enhance campaigns.  So for big spenders, these tools and SEM services go hand in hand and should be utilized and managed properly with every eye of details and trends through smart analytics work.

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