While each of the search engines provide you with basic tools to manage your PPC campaigns, they fall short when you need to employ sophisticated bidding strategies. And, if you expand your advertising to another search engine, you have to learn another bidding system, reports, and rules.

Third-party paid search marketing software consolidates your campaigns giving you all the visibility and control you need to launch, manage, analyze and optimize your paid search campaigns. Paid search marketing software frees you from tedious campaign management, so you can spend more time on your marketing strategy and creative.

Leading Search Marketing vendors include:

• Adapt
• Atlas
• BidBuddy
• KeywordMax
• Marin Software
• Omniture
• SearchForce
• SearchIgnite
• SEMDirector
• WebTrends