The ever-changing digital landscape has added complexity and opportunity to running a high-performance search campaign. Many companies, in an effort to work faster, smarter and better, are using an SEM software platform.
SEM platforms 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. This guide from Doubleclick explores the benefits of SEM tools and identifies the key factors to consider and questions to ask in order to choose the right one.