"When determining which tools to use for SEM, your needs and experience should be the top consideration. In this industry, people's advice varies on which tools are the best, so always take this into consideration when weighing your options.

To prove this point, I asked a group of industry experts a simple question, "If you could use only five tools to do SEM, which five would they be?" The answers I received were as diverse as the people who answered them.

Before I begin, remember that when choosing a tool for yourself, you should examine your own needs and find a set of tools that best meets those needs. Some of us like numbers and prefer tools to show mathematical interpretations with some dashboards thrown in. Others want to use keyword-based tools as the main approach to search marketing.

As I list their answers today, I'll try to add some background and insight into their choices."

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http://searchenginewatch.com/showPage.html?page=3629095