List of the Top SaaS Search Engine Marketing (SEM) Software in 2025 - Page 3

We focus on pinpointing the most impactful keywords, automating your AdWords bid optimization, safeguarding against click fraud, and outperforming all pay-per-click competitors in the industry. Our methodology includes a thorough evaluation of visitor interactions on your website before they make purchase decisions, leading to improvements on your site itself, not just in your advertising. TEA Software is designed for businesses that value the quality of their web traffic; it functions as a tool for managing traffic quality while providing essential insights into click traffic effectiveness. In contrast to conventional analytics tools, TEA Software assigns a threat score to every visitor and a separate engagement score for authentic users. This cutting-edge tool can identify invalid traffic and trace its source, granting you immediate access to comprehensive and actionable information that streamlines decision-making and optimizes your advertising returns. In addition, TEA Software enables you to focus your marketing strategies on attracting high-quality traffic, which significantly boosts your online visibility and profitability, encouraging sustained growth. With TEA Software, businesses can make informed choices that align their advertising spending with genuine user engagement.

By leveraging the capabilities of Machine Learning and AI, companies can directly connect current trends to their Paid Media efforts, significantly boosting their effectiveness. The adoption of sophisticated and tailored automation techniques allows businesses to save valuable time, enabling them to concentrate on growth initiatives. With a seamless setup process, marketers can invest more energy in enhancing their campaigns rather than getting bogged down in preliminary configurations. Advanced systems analyze both historical data and current consumer trends, freeing organizations from the tediousness of manual data scrutiny. Features such as automated bidding, keyword oversight, and landing page refinement allow for smooth adjustments to campaigns in response to real-time changes. These modifications can be tailored based on insights related to devices, locations, and demographics, ensuring maximum audience engagement. Additionally, the process of rerouting traffic from underachieving landing pages or conducting ongoing tests for optimal performance is streamlined. The identification of new keywords for targeting or exclusion further strengthens strategic planning efforts. Common feed discrepancies can be promptly addressed, and product attributes can be fine-tuned to enhance visibility amid stiff competition. Consumer choices are frequently swayed by transient moments that impact brand image. By harnessing cutting-edge artificial intelligence and machine learning techniques, Sentic Technologies Inc effectively automates the incorporation of real-time data, providing businesses with a competitive edge. This technological advancement ultimately equips companies to make strategic decisions and respond rapidly to evolving market conditions. As a result, organizations can foster stronger relationships with their audiences and drive sustained growth.

To excel in performance marketing, it is essential to maintain a harmonious balance between strategic planning and technological innovation. Our dedicated team of data-driven marketers and analysts is here to assist you, utilizing our comprehensive technology suite to craft a performance marketing strategy that aligns seamlessly with your goals. Experience how Sidecar can transform your approach, evolving from traditional methods to contemporary solutions, simplifying complexity, and creating a unified strategy. The Sidecar Technology Suite eliminates the challenges posed by the native tools and interfaces of ad networks, presenting a smooth, retail-centric platform that enhances your marketing efforts. Each aspect of our service is carefully customized to fit your specific business needs, ensuring a tailored solution that advances your performance objectives. Furthermore, our sophisticated feed processing and optimization technology, Sidecar Link, guarantees that your product information remains accurate, thorough, and well-structured for success across platforms such as Google, Facebook, Microsoft, Amazon, and Instagram. On top of that, our campaign optimization tool, Sidecar Apex, employs state-of-the-art automation techniques to effectively boost your marketing initiatives. By seamlessly integrating these innovative technologies, we equip your brand to attain remarkable success within the digital landscape, paving the way for future growth and opportunities. Ultimately, our commitment to personalized service and cutting-edge technology ensures that your business will thrive in an increasingly competitive market.

Utilizing machine learning has the potential to elevate your marketing efforts significantly. Our autonomous ad engine platform can serve as a crucial catalyst for your business growth. By leveraging advanced AI algorithms, our ad experimentation platform tailors advertisements to meet the preferences of a specific audience. It’s time to remove uncertainty from the equation and allow our AI-powered tool to optimize media expenditures across various channels. Say goodbye to outdated methods; our comprehensive solution enables you to launch campaigns across all prominent advertising networks seamlessly. In doing so, you will gain valuable insights that integrate results from all key ad platforms into one cohesive view. Our unified system simplifies the process of initiating campaigns on Search, Display, and Social media, ensuring efficiency at every step. With our tool managing the intricate details, you can focus on what matters most. Designing effective advertisements is inherently a creative endeavor, and our platform accelerates this process by offering both visual and semantic guidance. Additionally, our ad prospecting feature empowers you to precisely target the ideal audience for your campaigns. This means that your marketing efforts will not only be more effective but also more aligned with your business objectives.

Leading brands and marketers worldwide utilize the Trapica AI platform to automate campaigns, optimize performance, and uncover audience insights, effectively cutting down on the time spent managing campaigns while enhancing return on ad spend (ROAS) and refining social, search, and programmatic marketing initiatives. This cutting-edge AI marketing solution integrates effortlessly with existing paid search and social media approaches. Unlike conventional tools that only focus on automating certain aspects of a single channel, Trapica functions as an amplified support system for marketing teams, employing 14 algorithms powered by a unified AI brain to manage all dimensions of digital marketing—from campaign automation and targeting optimization to delivering extensive audience insights and protecting ad accounts. By promoting a collaborative atmosphere, Trapica enables marketing teams to merge human knowledge with machine efficiency, yielding exceptional outcomes that neither could attain independently. This synergy between human creativity and technological prowess not only boosts effectiveness but also inspires innovative marketing strategies that push boundaries. Embracing such advanced tools is essential for marketers aiming to thrive in an increasingly competitive landscape.

Let us take care of the demanding tasks on your behalf. Our platform is designed to enhance your campaigns tirelessly, managing bids with precision and providing comprehensive reporting on even the smallest details. This allows you to dedicate more time to addressing the needs of your customers. MonkeyFlux boosts the efficiency of your digital media campaigns by automatically managing bids and performing in-depth data analysis. Utilizing automation, machine learning, and advanced data techniques, you can simplify processes and regain precious time. Our innovative technology offers tailored digital solutions specifically for media buying. By employing automation and cutting-edge methodologies, we assist you in sharpening your advertising strategies. Whether you choose to work closely with your team or hand over the entire process to us, we guarantee seamless integration within a single platform. Effortlessly connect with Google Ads, Facebook Ads, your DSP, or any personalized integrations you may need. Use artificial intelligence and machine learning to optimize your campaigns for the highest impact. Improve the return on your investment by strategically adjusting thousands of micro-bids every hour, ensuring your advertising endeavors achieve the most favorable outcomes. Embrace the next generation of media buying with our comprehensive platform, and watch your advertising strategies transform. With our dedicated support, you can confidently navigate the complexities of the digital landscape.

Yandex Business streamlines customer acquisition, allowing you to devote your energy to other critical aspects of your operations. By subscribing to Yandex Business, your advertisements are effortlessly generated, configured, and deployed across various Yandex and Google platforms all at once, so you don’t have to deal with complex settings. Just by listing your business on Yandex, it will appear in both Maps and Search, giving you the chance to attract new clients without any expense. This service acts as an automated marketing solution, ensuring that your ads are not only launched but also continually optimized to enhance customer engagement, along with providing comprehensive performance reports. The Google Advertising Network encompasses multiple platforms, including Search, Maps, partner search websites, YouTube, Gmail, and many others. The pricing of the subscription is adaptable, depending on your specific business activities, geographical location, competition level, and the length of your advertising campaign, making it suitable for companies of various sizes. With Yandex Business, you can simplify your advertising strategies, allowing you to focus on expanding your business while it adeptly manages your marketing initiatives, ultimately leading to greater efficiency and growth potential. Additionally, this comprehensive approach ensures that your brand consistently reaches the right audience across diverse channels.

Ferzy utilizes a collection of 10 data points combined with proprietary algorithms to streamline the analysis and presentation of key metrics for digital marketing professionals through a user-friendly interface. No matter what niche you operate in or the specific keywords you input, Ferzy can create thousands of related keyword suggestions, complete with essential information like search volume, cost-per-click (CPC), and SEO difficulty. Its innovative algorithms quickly evaluate all relevant data and condense it into a single score that reflects the likelihood of ranking for each keyword, making sophisticated keyword research both easy and approachable. With Ferzy, you can discover a vast array of long-tail keywords while gaining immediate feedback on the Keyword Difficulty Score. It's like having a whole team of experts at your disposal, ready to assist you at any moment. Enhance your keyword research journey with Ferzy as it takes on the intricate tasks for you. You can begin to explore its features for FREE right now without the hassle of installation, paving a smoother path to effective digital marketing strategies. Additionally, this tool can significantly save you time, allowing you to focus more on crafting compelling content and executing your marketing plans.

A Comprehensive Reporting Solution for Agencies with White Label Features. This platform integrates various aspects such as ads, B2B web leads, SEO, web analytics, social media, and form tracking, providing user-friendly reports with white label capabilities. In the advertising sector, it allows for the swift demonstration of results achieved on behalf of clients. Delivering insights into online performance is now more straightforward than ever. Agency360 streamlines the process of producing consistent and easily digestible reports. You can manage an extensive array of platforms, including Google Ads, Facebook Ads, Instagram, and LinkedIn Ads, while linking to vital marketing channels within minutes. The interface can be tailored to emphasize the metrics you choose to showcase to your clients, enabling the creation of personalized reports that accurately reflect the data from each specific channel for every client. This adaptability not only improves the quality of client communications but also strengthens relationships by delivering precisely the information they seek. Ultimately, this solution empowers agencies to elevate their reporting capabilities and enhance client satisfaction efficiently.

Achieve tangible outcomes with Innervate's innovative Dynamic Content Orchestration Platform. This data-centric solution seamlessly manages personalized content across various channels, including email, web, mobile applications, and social media. Featuring an AI-enhanced, easy-to-integrate platform, Innervate simplifies the process by working effortlessly with your current systems and data without necessitating intricate coding or extensive IT support. You can tailor content in real-time and on a large scale, ensuring you reach your goals effectively with Innervate. Embrace the next generation of dynamic content orchestration that is intelligent, adaptable, and powerful, transforming how you engage with your audience. With Innervate, your content strategy is not just enhanced; it is revolutionized.

We provide support to businesses in managing their paid search marketing strategies, which encompass PPC campaigns on platforms like Google Ads, Microsoft Ads, and Amazon Advertising. By creating customized machine learning models tailored to each client, we can quickly adapt to market changes and deliver a unique bidding strategy that surpasses conventional approaches. Our intuitive web interface facilitates effortless performance tracking, making it easy for users to navigate. Through our application, you can actively steer our models toward your specific goals and targets. Our systems continuously work to produce updated bids for your campaigns, guaranteeing that optimization is perpetually upheld. SmartLens has proven to achieve notable performance enhancements when compared to network-based automated solutions such as Conversion Optimizer and Target CPA, establishing it as a persuasive option for businesses aiming for superior results. This method not only simplifies campaign management but also enables clients to realize more impactful and efficient advertising outcomes. Additionally, our commitment to innovation ensures that we consistently refine our strategies to meet evolving market demands.

We provide impactful advertising solutions that result in measurable outcomes. Our offerings are designed for both advertisers and publishers, allowing them to monetize online traffic in a scalable and clear way. Located in Los Angeles, our team consists of 60 dedicated professionals from around the world, combining the expertise of digital media specialists and software developers who have been connecting advertisers with their audiences for almost two decades. With a strong commitment to delivering advanced ad technology solutions, we equip our clients with our distinctive platforms and a team dedicated to achieving success. Every element of our operation is driven by a creative and results-focused approach, ensuring we adapt to the changing demands of the digital advertising sector. We firmly believe that continuous innovation is essential for maintaining a competitive edge in this fast-paced industry, and we strive to lead the way with our forward-thinking strategies. Our passion for excellence ensures that we remain at the forefront of advertising solutions in a constantly evolving market.

CampaignHero serves as the technological division of the renowned digital agency Broadplace, designed specifically to assist small and medium enterprises in enhancing their online presence. The CampaignHero App simplifies the management of advertising accounts across platforms such as Facebook, Google, and Microsoft, making the process both efficient and streamlined. With a focus on providing practical and actionable insights, the app equips users with valuable tools and recommendations aimed at improving their advertising efforts. By utilizing these features, businesses can not only elevate their campaigns but also foster significant growth in their operations. This innovative software is tailored to meet the unique challenges faced by SMEs in the digital landscape.

Implement paid search ads and display banners on both desktop and mobile devices to engage potential customers through Yandex Search and an extensive array of sites within the Yandex Advertising Network. You will incur charges only for clicks on your ads or vCards associated with contextual advertising, while costs for display ads are based on legitimate impressions. This approach allows your ads to connect with users who have expressed interest in your products, both on Yandex and throughout its Advertising Network. You will have continuous access to user engagement data, enabling you to fine-tune your settings to better meet your marketing goals. Collaborate with Yandex Direct to improve your return on investment, as we strive to help you reach new audiences and increase sales, guaranteeing that your advertising initiatives produce measurable outcomes. By employing these techniques, you can significantly enhance the productivity of your marketing efforts while adapting to the evolving landscape of consumer behavior. This proactive stance ensures that your campaigns remain relevant and impactful.

Take your business's expansion and efficiency to entirely new levels. To successfully boost lead generation and surpass your rivals, it is crucial to thoroughly understand the emerging audiences actively seeking specific products while strategically investing in digital media. By focusing on enhancing your return on investment through comprehensive optimization techniques and managing high-volume campaigns, remarkable results can be achieved. Our cutting-edge machine learning algorithms analyze vast amounts of data to pinpoint the most profitable audience segments at precisely the right times. Adext not only gathers and interprets your advertising data but also forecasts future outcomes by duplicating your ad groups without making any changes. You have the freedom to set your financial parameters and decide the timeline for optimization. Once your campaign is initiated, Adext will prioritize the discovery of Dynamic Audiences, which signals the start of our AI's process to refine your advertising strategies and produce outstanding results. This revolutionary method guarantees that your marketing tactics stay flexible and responsive to the evolving landscape of the market, ultimately leading to sustained growth and success. With such adaptability, your business can thrive amidst competition and ever-changing consumer behavior.

Enhance your brand exposure, increase website traffic, discover promising leads, and transform them into loyal customers by harnessing the power of social media and search engines. Within minutes, initiate advanced advertising campaigns on platforms such as Facebook, Instagram, and Google. Stagelink streamlines this experience by automatically creating the essential ad-audience combinations from your existing content and distributing them effectively across suitable advertising channels. Utilizing machine intelligence, it optimizes budget distribution and improves overall campaign efficiency. By drawing on insights from countless prior campaigns and using reinforcement learning strategies, Stagelink’s algorithms adapt marketing budgets in real time to maximize returns on investment. You can monitor the results of all your campaigns from a single, unified dashboard while receiving valuable insights to inform your strategy. Stagelink offers immediate tracking and attribution of impressions, clicks, and conversions, ensuring that you maintain a precise and comprehensive understanding of your performance metrics. Renowned agencies and industry-leading platforms trust Stagelink for their marketing needs, showcasing the platform's efficacy and dependability. This trust not only highlights Stagelink's success but also reflects its commitment to delivering high-quality marketing solutions.

Advertising starts with Humming, a platform crafted to help your advertisements move through the digital landscape in harmony with your audience's journey. With Humming, your advertising strategy becomes a breeze, allowing you to position your ads in every desired spot. Experience the advantage of accessing the most extensive and interconnected spaces, which lets you optimize your advertisements, pinpoint your target audience, and navigate everything in between. This innovative platform equips you to manage campaigns across a multitude of advertising mediums with ease. Utilizing a single, cohesive platform, you can design campaigns, recognize your audience, and drive impactful results. Ensure your ads are everywhere, making connections with individuals wherever they are found. As consumers roam through various advertising channels, your strategy needs to be flexible, and Humming supports that shift, reaching every platform where your customers interact. Harness the power of advanced real-time bidding to tap into the full realm of programmatic advertising. Humming not only enables you to coordinate your ads across multiple channels but is also supported by a dedicated team and state-of-the-art technology that tirelessly work to amplify the efficacy of your advertising expenditures. Furthermore, this all-encompassing strategy guarantees that each dollar spent on advertising yields substantial returns, maximizing the impact of your marketing endeavors. In a rapidly evolving market, staying adaptable and informed gives you the competitive edge necessary for success.

Unlock the potential of remarketing with Azameo now. Connect with your website visitors through targeted advertisements that span the internet and various social media platforms, ultimately increasing your sales and improving the returns on your advertising spend. With Azameo, you can easily design fully personalized and dynamic ads in just a few simple steps. Our cutting-edge algorithm not only fine-tunes your campaigns but also identifies the ideal audiences, allowing you to seize more sales opportunities online, on mobile devices, and within social networks. The Azameo Dashboard offers a user-friendly method to monitor the direct returns from your advertising efforts. Enhance your website's conversion rates using the most efficient and accessible retargeting solution on the market. Furthermore, you can display your offerings on platforms like Facebook and Instagram to expand your audience and generate additional revenue. By ranking prominently in various search engine results, you will effectively draw in new clients and grow your customer base. Take advantage of the powerful tools Azameo provides to elevate your advertising effectiveness and achieve remarkable results. With Azameo, your marketing journey can transform into a streamlined and rewarding experience.

Explore how Salesforce enables brands to improve their personalized advertising by utilizing CRM data to connect with customers on multiple platforms. Make the most of your first-party data available through marketing cloud, sales cloud, and service cloud to effectively inform and refine your advertising initiatives. Brands around the globe trust Salesforce for its strong commitment to customer data security and unwavering accessibility. Your customer information is safely housed within the Salesforce Platform, ensuring there are no disruptions in service. Seamlessly sync customer records from any digital source, ensuring they are always up-to-date, regardless of whether you are managing campaigns for a small group or millions. Build targeted audiences across leading platforms such as Facebook, Google, Instagram, LinkedIn, Twitter, and YouTube, as well as within the extensive display advertising network through Audience Studio. Additionally, draw in new potential clients who exhibit similar behaviors to your most valuable customers by leveraging Salesforce in conjunction with Facebook lookalike audiences and Google similar audiences, thus broadening your outreach and boosting your advertising effectiveness. This comprehensive strategy for customer engagement not only fortifies brand loyalty but also amplifies the effectiveness of your advertising campaigns, ultimately driving greater business success. By integrating these tools, brands can ensure a cohesive and impactful presence in the digital landscape.

Transform your data management experience with our cutting-edge research tools that focus exclusively on the most relevant and impactful insights to elevate your digital marketing tactics. Provide your sales team with instant access to comprehensive SEO and SEM evaluations, along with valuable market insights, enabling them to foster trust, shorten sales cycles, and close more deals successfully. Say goodbye to hours spent mastering new platforms by effortlessly analyzing data, recognizing trends, and tracking your campaign's effectiveness through insightful data visualizations. Swiftly pinpoint, prioritize, and resolve technical SEO issues in real-time, keeping pace with the ever-evolving online landscape. Simplify your SEO audits by automating the detection and correction of site errors, using a straightforward checklist to ensure that on-page SEO problems do not hinder user experience. Dive deep into your competitors' keywords, advertising strategies, landing pages, and conversion tactics to refine your search marketing approach. With Raven's distinctive scoring index, you can strategically leverage your competitors' successful ad copy and keyword experiments while also learning from their mistakes. Additionally, these tools not only save valuable time but also empower you to make data-driven decisions that significantly enhance the outcomes of your marketing strategies. Embrace the opportunity to optimize your efforts and stay ahead in a competitive digital landscape.

Campaign Manager 360 serves as a cloud-based platform for managing advertising, tailored for both agencies and advertisers, allowing them to oversee digital campaigns across a multitude of online and mobile settings. This platform offers an extensive range of functionalities, including ad serving, audience targeting, verification, and in-depth performance analytics. Users can utilize the Trafficking feature to efficiently handle their creative assets and launch advertising initiatives. The reporting capabilities enable the collection and examination of performance metrics for ads overseen by Campaign Manager 360, presenting these insights in a clear and accessible manner. You can design and modify your reports, which include standard, floodlight, path to conversion (P2C), reach, and various types of cross-dimension reach reports, allowing for a thorough understanding of user interactions and the impact of different channels on conversions. Additionally, the verification tools within the Reporting section help evaluate the effectiveness of ad impressions while providing assistance on tagging, geo-targeting, and ensuring content accuracy. By making use of these diverse features, you can significantly improve your advertising tactics and outcomes, ultimately leading to more successful campaigns. The platform’s rich functionality makes it an essential tool for optimizing advertising efforts in today’s digital landscape.

Search Ads 360 is a holistic search management platform aimed at helping both agencies and marketers manage large-scale search marketing efforts across multiple engines and media outlets. Its efficient workflows and in-depth reporting functions enable users to carry out campaigns with ease, while the automated bidding options contribute to improved performance outcomes. By integrating with the Google Marketing Platform, users are able to oversee and track digital campaigns effortlessly from a single interface, which supports complex cross-channel buying, reporting, and attribution efforts. Without the use of Search Ads 360, advertisers would encounter the significant hurdle of managing ads and keywords individually on each search engine, leading to a complicated assessment of performance metrics across various platforms. Furthermore, forgoing this platform would result in missing out on its sophisticated automated bidding techniques that provide a competitive edge. Leveraging Search Ads 360 not only helps you conserve time and reduce complexity, but it also empowers you to make better-informed decisions, ultimately leading to a substantial increase in your Return on Investment (ROI) in search marketing. Consequently, the advantages offered by Search Ads 360 make it an indispensable resource for optimizing the effectiveness of search campaigns, solidifying its value in the digital marketing landscape. This platform truly transforms the way marketers approach their search initiatives, ensuring they achieve the best possible results.

Step into the leading edge of digital marketing, where our platform thrives in overseeing and promoting expansive marketing campaigns. As pioneers in the marketing technology sector, we have developed a top-tier platform designed to streamline the effective management and monetization of search campaigns on a large scale. Arm yourself with essential tools to create search campaigns specifically for small businesses across diverse industries. Utilizing MatchCraft's comprehensive array of APIs, third-party platforms can access the sophisticated technology powering AdVantage, which facilitates search, social, and display campaigns for local businesses on a global scale. For more than two decades, MatchCraft has been providing exceptional marketing solutions that enable companies to efficiently sell and manage their clients’ search, display, and social campaigns. Our passionate team of digital marketing specialists and innovative technology work relentlessly to bolster local advertising efforts for merchants around the globe, guaranteeing that they achieve outstanding outcomes in their campaigns. This unwavering dedication to quality not only elevates our services but also reinforces our position as leaders in the dynamic realm of digital marketing. As we continue to adapt and innovate, we remain committed to helping businesses navigate this rapidly changing environment.

Boost the effectiveness and results of your advertising efforts with algorithms that operate much like an experienced ad expert. Shirofune optimizes advertisements for the best lifetime value (LTV) by scrutinizing your complete historical customer purchase behavior and data, guaranteeing that conversion rates reach their highest potential. With Shirofune managing your campaigns, the hassle of monitoring your advertising budget is completely alleviated. The human-centric AI of Shirofune independently manages budget allocation and adjusts bids to ensure optimal outcomes. Furthermore, applying the proposed improvements can enhance performance even further. By simply defining budgets and setting maximum CPA/ROAS, this automation takes control of the campaign's progression. Detailed reports and analyses, articulated in natural language, significantly reduce the time and effort needed for reporting activities. By integrating information from your own CRM and databases, we offer insights into the actual LTV and conversions produced by each advertising channel, providing a clearer understanding of your marketing impact. This methodology not only streamlines decision-making but also paves the way for more strategic planning in upcoming campaigns, allowing for continuous improvement and adaptation in a dynamic market. Ultimately, Shirofune empowers you to focus on your core business while it enhances your advertising performance.

Combine state-of-the-art performance marketing tools with unparalleled expertise to ensure your marketing strategy achieves maximum effectiveness. Enjoy a sophisticated and comprehensive analytics platform that automates reporting within your technological framework, thus removing the necessity for data integration while offering real-time insights to improve your campaign results. Gain from a centralized and powerful PPC bid management system that automates processes with remarkable efficiency. Leverage advanced data science methodologies alongside top-tier machine learning for PPC bidding, aimed at increasing customer acquisition, boosting revenue, and improving return on investment. Streamline the handling of feed-based shopping campaigns to accelerate sales growth significantly. Capitalize on centralized management of shopping ads paired with robust bid optimization and automation features for both Google and Bing channels. Modern marketing organizations encounter the challenge of juggling numerous disconnected tools to navigate the increasingly complex paths customers take towards making purchases. This situation highlights the need for a more unified approach to advertising across diverse channels, encompassing publishers, social engagement platforms, mobile analytics, and call tracking systems. Thus, the integration of these tools is essential for a more streamlined and effective marketing process. As the marketing landscape evolves, organizations must prioritize this integration to remain competitive and responsive to consumer needs.