Top 20 Search Engine Marketing SEM Tools

9 Min Read. |

Also familiarized as ‘paid search’, Search Engine Marketing (SEM) is a form of Internet Marketing. Basically, SEM is a process to acquire traffic for the website by purchasing ads on several search engines. This is done through several SEM tools used to fulfill different objectives.

Often confused with Search Engine Optimization (SEO), Search Engine Marketing is primarily the concept of increasing a website’s search engine visibility on several Search Engine Result Pages (SERPs) via search optimization and search advertising. The basic objective of SEM is to generate high website traffic by altering and rewriting ads with high ranking keywords.

Two of the most frequently and commonly associated terms related to SEM advertising are Pay Per Click (PPC) and Cost Per Click (CPC). To perform paid advertising, SEM tools come to the rescue of ad-runners.

Enlisted below are top Search Marketing Tools that you must access to gain high website traffic, based on high ranking keywords.

22 Best Search Engine Marketing SEM tools

SEM Tools

Top Search Engine Marketing SEM Tools Infographic by Digital Vidya

Go through the list of top 22 Search Engine Marketing tools and learn how to increase the level of your website’s visibility.

S.No. SEM Tools
1. KeywordSpy
2. PPC Web Spy
3. SEMrush
4. SpyFu
5. iSpionage
6. Soovle
7. Ad Text Generator
8. AdWord Bid Tool
9. Negative Keyword
10. Google Traffic Estimator
11. CPC ROI Calculator
12. Wordtracker
13 SpeedPPC
14. Adwords Editor
15. Adword Scripts
16. Kenshoo
17. SplitTester
18. Keyword Combiner
19. Keyword Wrapper
20. Crazyegg
21. WhatRunsWhere
22. Google Auction Insights

Competitive Keyword Research Tools

#1 KeywordSpy

SEM Tools

KeywordSpy (Details at

What is KeywordSpy tool?

KeywordSpy is a tool that helps in keyword tracking and enables to perform advanced keyword research & get in-depth analysis of the competitors.

Uses of KeywordSpy tool

This tool is of great help to trace the keywords and helps to study & comprehend different advertising strategies used by competitors for their Adwords and PPC campaigns.

#2 PPC Web Spy

SEM Tools

PPC Spy Web (Details at

What is PPC Spy Web?

A competitive keyword research tool, PPC Web Spy is a priceless tool that enables you to see & virtually steal the keywords that other advertisers of the same are using.

Uses of PPC Spy Web

The three common uses of this tool are: it enables you to manage the account yourself, saves time and energy & last but not the least, it helps with organic search results.

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#3 SEMrush

SEM Tools

SEMrush (Details at

What is SEMrush?

SEMrush is amongst one of the great competitive research SEM tools that help in determining the list of pages & sites that are ranking for your keywords.

Uses of SEMrush

This tool basically helps to conduct an in-depth backlink analysis, view displays from different devices and enhance the organic search.

#4 SpyFu

SEM Tools

SpyFu (Details at

What is SpyFu

SpyFu is that competitive keyword research tool that helps not only in building the Adword campaigns, but also in constructing SEO strategies in which keyword plays a crucial role.

Uses of SpyFu

This tool is not merely restricted to analyzing keyword and domain statistics, rather it helps in increasing your website’s traffic as well as make better connections by keeping a close check on your competitor’s keywords.

#5 iSpionage

SEM Tools

iSpionage (Details at

What is iSpionage?

One of the latest entries in the field of spy tool market, iSpionage lays more focus on PPC as compared to organic SEO.

Uses of iSpionage

iSpionage tool helps to give a boost to your ROI by giving an insight into the competitor’s effectively adequate keywords and the ad budget.

#6 Soovle

SEM Tools

Soovle (Details at

What is Soovle?

Soovle is one of the free SEM tools which is meant for keyword research, which unites suggestion services from all major platforms like Google, YouTube, Bing etc.

Uses of Soovle

This tool is a great help for search and content creation, as it brings suggestions of all major platforms at one place.

AdWord Tools

#7 Ad Text Generator

SEM Tools

Ad Text Generator (Details at

What is Ad Text Generator?

As the name suggests, Ad Text Generator is an AdWord tool that helps to generate immediate suggestions for Google AdWords and benefits the AdWords account.

Uses of Ad Text Generator?

Ad Text Generator is a tool that enables to frame rich quality ads that are relevant to the Google search and the target audience.

#8 AdWord Bid Tool

SEM Tools

AdWords Bid Tool (Details at

What is AdWords Bid Tool?

AdWords Bid Tool turns keyword list into targeted ads and further analyzes the results of those ads.

Uses of AdWords Bid Tool

AdWords Bid Tool helps in analyzing the clicks, costs, impression, and conversions, which further reduces the effort of tracking PPC campaign.

#9 Negative Keyword

SEM Tools

Negative Keyword tool (Details at

What is Negative Keyword tool?

This tool works like a keyword audit for you and identifies the negative keyword for your ad.

Uses of Negative Keyword tool

This tool helps in reaching prospective customers, cost reduction and increasing ROI (return on investment).

Budget Estimation Tools

#10 Google Traffic Estimator

SEM Tools

Google Traffic Estimator (Details at

What is Google Traffic Estimator?

Google Traffic Estimator analyzes and estimates the overall number of clicks on Google Adword ads and bid prices of top ad positions.

Uses of Google Traffic Estimator

Although, this tool finds out a rough estimate, it is a great tool in estimating budget requirements and search volumes.

#11 CPC ROI Calculator

SEM Tools

CPC ROI Calculator (Details at

What is CPC ROI Calculator?

CPC ROI Calculator is an effective tool to determine return on investment (ROI) for pay-per-click (PPC) campaign.

Uses of CPC ROI Calculator

This tool helps in analyzing cost-per-click (CPC), which furthermore helps in analyzing future budgets for PPC campaigns.

Traditional Keyword Research Tools

#12 Wordtracker

SEM Tools

Wordtracker (Details at

What is Wordtracker?

Wordtracker is a widely used keyword tool that helps to enhance your business growth and increase the profits.

Uses of Wordtracker

Wordtracker gives a boost to the search engine rankings by attracting the targeted audience and fetch profits in terms of organic traffic for your site.

#13 SpeedPPC

SEM Tools

SpeedPPC (Details at

What is SpeedPPC?

SpeedPPC is software that builds and enables to make the PPC campaign automated; thus, permitting you to frame target based ad groups and landing pages in less time.

Uses of SpeedPPC

It helps you to create appropriate landing pages by using relevant search terms and write better ads, so as to generate higher PPC.

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Bid Management & PPC Campaign Management Tools

#14 AdWords Editor

SEM Tools

AdWords Editor (Details at

What is AdWords Editor?

Adwords Editor is another free SEM-tool that is a form of Google application, which allows you to work offline and make changes when user is ready with the changes.

Uses of AdWords Editor

This tool helps in checking the work before posting and also catches technical errors and don’t allow users to post with mistakes.

#15 AdWord Scripts

SEM Tools

AdWord Scripts (Details at

What is AdWord Scripts?

Adword Scripts allows to control Adwords data programmatically, by simply using JavaScript in a browser based IDE.

Uses of AdWord Scripts

This tool helps generating reports, daily statistics, and client reporting.

#16 Kenshoo

Kenshoo sem tools

Details at

What is Kenshoo?

This tool is an effective tool for managing, automating and optimizing PPC campaigns.

Uses of Kenshoo

This tool is one of the best bid management tools, which allow you to optimize business goals like lead generation, defining ROI etc.

#17 SplitTester

SEM Tools

SplitTester (Details at

What is SplitTester?

It is a free online statistical significance tester tool.

Uses of SplitTester

This tool allows you to calculate probability of result confidence between an A/B split tests of pay-per-click ad campaign.

Keyword Grouping & Generation Tools

#18 Keyword Combiner

SEM Tools

Keyword Combiner (Details at

What is Keyword Combiner?

Keyword Combiner is one of the most efficient SEM tools, as it combines two or three lists of words and wrap up the results in a form of keyword.

Uses of Keyword Combiner

This tool allows in building relevant keyword list without opening any excel sheet.

#19 Keyword Wrapper

SEM Tools

Keyword Wrapper (Details at

What is Keyword Wrapper?

Keyword Wrapper is a free tool, which helps in creating keyword sets in all match types.

Uses of Keyword Wrapper

This tool allows you to bring a list of keywords together in no time.

A/B Testing Tool

#20 Crazyegg

SEM Tools

Details at

What is Crazyegg?

Crazyegg is one of the frequently used A/B testing tools that helps to have a competitive edge over the competitive websites without incurring high costs.

Uses of Crazyegg

This is a strong tool that helps to understand the behaviour of the visitors and them create such reports that allow you to achieve the desired outcomes.

#21 WhatRunsWhere

SEM Tools

whatrunswhere Image Credits:

What is WhatRunsWhere?

This SEM-tool provides data for competitive analysis with a focus on mobile and display advertising.

Uses of WhatRunsWhere

This tool provides historical data with daily updates. WhatRunsWhere provides data from 1,50,000 display publishers, from over 90 ad networks and from 15 different countries.

#22 Google Auction Insights

What is Google Auction Insights?

It is an extremely useful tool that can be used for comparing your performance against your competitor’s campaigns.

Uses of Google Insights

SEM Tools

Google Auction Insights Image Credits:

This PPC tool allows you to compare the impression share of your competitors. The insights show your competitors average position and can be segmented by device and time.

Download the Ultimate Guide on top SEM Tools. Please feel free to share some more tools of Search Engine Marketing with us through comments.

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  1. Yves-Pascal Mukadi

    I totally agree with this list and I’d add also AdSpike. It’s free during 30 days and you can optimize bids, add longtail keywords, remove duplicate keywords, and other algorithms to automatically optimize Google Adwords campaigns.

    We just launched it in beta and we are happy with the overall performance, just have a look and let me know what you think about it.


  2. Rajiv Gupta

    What are the top seo sem tools?

    • Sahil Arora

      Hi Rajiv,

      Some best seo tools are:

      Keyword Tool:
      1) Wordstream
      2) Keyword Eye basic
      3) Uber Suggest

      Content Tools :
      1) Anchor Text Over Optimization Tool
      2) Copyscape
      3) Convert word documents to clean HTML

      Technical Tools:
      1) Robots.txt Generator
      2) Robot.txt Checker
      3) URL VALET
      4) Title & Description Optimization Tool
      5) Image SEO Tool
      6) XML Site Map Generator

      Hope these SEO tools may help you!!

  3. Priya Chhabra

    Which search engine marketing tool gives the most accurate competitor data?

    • Sahil Arora

      Hi Priya,

      Since you are looking for SEM tool which gives most accurate competitor data i would recommend SEMRUSH, Spyfu for SEM competitor analysis.

      Some other sem tools for competitor analysis are:
      1) Similarweb
      2) Adbeat
      3) Google Adwords Auction Insights Report

  4. Vikas Kumar

    Anyone used sem-tool? How it is?

    • Sahil Arora

      Hi Vikas,

      You can use Sem-tool for keyword research. If you are looking tool for keyword research you can also consider following keyword research tools

      1) Wordstream
      2) Google Keyword Planner
      3) Keyword Eye basic
      4) Uber Suggest

  5. abhjeet

    best tools for social media and to generate report

  6. Binayak


    Anyone knows about competitors tools as per the SEO perspective. Suppose i want to find exact competitors website for my domain. so how can i find ?

    • Sahil Arora

      Hi Binayak,

      I would suggest SEMRUSH for competitor analysis for SEO. I have personally use SEMRUSH for SEO.

  7. Shubham Bangade

    Very Informative Article! The social media world is now very diverse that you can actually pinpoint differences among the widely used platforms. But among them, Linkedin remains quite different – where Facebook, Twitter and other sites are mostly used for personal purposes, LinkedIn gave a professional twist to the already existing online community. I have Used a tool called AeroLeads and It really helped me lot for my business growth.

  8. Z

    Hey Sahil,

    I am using SEMrush it works really well for US but when it comes to the rest of the world i feel like their data base has really less power. Im now in Asia Pacific do you know if there are any local similar tools ?
    Thanks in advance,


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