Paid search intelligence software is designed to improve the outcomes of businesses’ paid search investments. This type of software helps companies predict and analyze a competitor’s search advertising campaigns, as well as identify the best strategies to win against the competitor’s bidding. These tools enable companies to track a competitor’s ad copy and landing pages and reveal their average monthly search advertising budget. Paid search intelligence software is often used by internal marketing teams, as well as paid search engine marketing (SEM) specialists to identify areas for improvement on their search advertising campaigns.
Unlike SEO software that focuses on keyword research to identify alternative search terms and search volume for those terms, these tools solely focus on the competitive intelligence for paid search advertising. If a company wants to monitor a competitor’s advertising campaigns across a variety of digital advertising channels, as well as track where advertisers are spending the most across those channels, they should explore digital ad intelligence software. Additionally, unlike paid search intelligence software, competitive intelligence tools focus on assisting companies in collecting and analyzing competitive intelligence around website changes, product pricing changes, marketing strategies, and strategic investments.
To qualify for inclusion in the Paid Search Intelligence category, a product must:
- Provide features to perform competitor analysis around search advertising copy and destination URLs or landing pages
- Provide reporting capabilities to aggregate paid search intelligence data
