Media Buying software | Tools for complementing a campaign

I was on a call with a client recently and he asked me which Media Buying software I recommend to complement my ad campaigns. 

Although the ad managers of each search engine or social media are very efficient at collecting data, when doing an analysis before launching the campaign, they are not very good. In these cases, I rely on SEO tools.

In this article, I present some SEO and Content Creation software that helps me to study audiences, competitors, and my content when creating media buying campaigns.

Media Buying software related to SEO

SEO and Media Buying are closely connected. The first one helps me process data and to understand the market behavior. The second helps me to make content or landing pages visible once I have created a strategy. 

Therefore, some Media Buying software tools related to SEO that I use are:

• SEMRush. It is one of the market leaders in SEO audits. It helps me to collect information about a website to make improvements.
• Ahref. It is a software similar to SEMRush that offers more or less the same service, but at a more affordable price and with more focus on data.
• Google Suite. Also known as Google WorkSpace. Google has a series of tools for SEO tracking and website indexing such as Google Analytics, Google Search Console, or Tag Manager that help me to understand how to approach a media buying strategy.

Media Buying software related to data analysis

Here I use complementary Media Buying software. In other words, I implement tools specifically focused on ad marketing. Some well-known ones that I always use are:

• Kenshoo. It recently changed its name to Skai. This software is known for its ability to automate and optimize ad campaigns. 
• Marin Software. Another popular option that offers a very similar service to the previous one. It is a platform that allows the management of campaigns across different channels, including search, social, and display. 
• Adobe Advertising Cloud. When launching ads that require the Adobe package, I use it. It allows me to manage, optimize, and analyze campaigns using detailed audience and performance data.

Also, software related to content

Here I go specifically to the data offered by CMS or SEO plugins connected to the published content on a landing page. Some that I always use are:

• WordPress / Shopify. These are the content management systems where we upload all our content and products. Internally they have data analysis sections that can be collected to build a marketing campaign.
• Yoast SEO / Wincher. These are two plugins that analyze the content within a website. They are great for finding out what kind of content is already available and how it is performing. That way, in our ads we can follow that information to create new content that refers back to it.