Top Free Tools Every Affiliate Marketer Should Try

In the ever-evolving world of affiliate marketing, having the right tools can make all the difference. This article delves into the top free tools that every affiliate marketer should try, covering various aspects of the trade from content creation to performance analytics. Whether you’re a seasoned pro or a newcomer to the affiliate scene, these tools can help you optimize your campaigns, enhance your productivity, and ultimately, boost your return on investment (ROI).

Key Takeaways

• Free tools can significantly enhance an affiliate marketer’s ability to create engaging content, optimize for SEO, and manage social media and email campaigns.
• Essential tools for content creation include graphic design and video editing software, writing aids, plagiarism checkers, and infographic creators.
• SEO enhancers such as keyword research tools, on-page auditing, and backlink analysis are critical for improving affiliate visibility and driving organic traffic.
• Landing page optimization, mobile responsiveness, and site speed are crucial for a strong online presence, with various free builders and testing tools available.
• Email marketing solutions help in list building, newsletter distribution, automation, and improving deliverability to engage audiences more effectively.

Essential Free Tools for Affiliate Marketers

Content Creation and Management

In the realm of affiliate marketing, content is king. To reign supreme, marketers must harness a suite of tools designed to streamline the content creation and management process. These tools not only save time but also enhance the quality and relevance of the content produced.

For instance, Content at Scale offers a revolutionary approach to content creation, enabling the production of long-form SEO blog posts with minimal effort. This platform is particularly beneficial for those looking to publish extensive articles directly to WordPress. Similarly, ContentStudio serves as a comprehensive social media management tool, allowing for the seamless organization and scheduling of content across various platforms.

The right content marketing tools can significantly amplify your online presence and engagement.

Moreover, platforms like Brafton provide an integrated suite for managing digital assets, content calendars, and campaign analytics, which are crucial for maintaining a consistent and impactful content strategy. With these tools, affiliate marketers can ensure their content resonates with their target audience and drives the desired actions.

Search Engine Optimization (SEO) Enhancers

In the realm of affiliate marketing, SEO enhancers are pivotal in ensuring your content reaches the intended audience. Maximizing visibility in search engine results is not just about using the right keywords; it’s about comprehensive SEO management. Tools like Ahrefs Webmaster Tools go beyond mere keyword tracking, offering insights into your website’s SEO health and backlink profile.

For a more granular view of how your content might appear in search results, Mangools Google SERP Simulator is an excellent resource. It allows you to preview and optimize your title tags and meta descriptions, ensuring they are click-worthy.

When considering SEO tools, it’s important to remember that security and performance are also part of the equation. Tools that analyze potential security risks, like UpGuard, can indirectly boost your SEO by maintaining a trustworthy and secure site for visitors.

Embrace the power of SEO tools to not only track and analyze but also to safeguard and optimize your affiliate marketing efforts for better performance and security.

Social Media Marketing and Management

In the dynamic realm of affiliate marketing, social media platforms serve as a pivotal battleground for capturing audience attention. Leveraging tools that streamline post scheduling, audience engagement, and influencer partnerships can significantly enhance your marketing strategy. Monitoring analytics is crucial for campaign success, providing insights that guide content adjustments and strategic pivots.

Small businesses can implement affordable strategies effectively, ensuring that even with limited budgets, their social media presence can compete with larger entities.

To optimize your social media efforts, consider the following:

• Utilize a Social Media Calendar to keep track of all planned content.
• Employ an AI Assistant to expedite content creation.
• Manage team members and client coordination with integrated Team and Client Management tools.
• Analyze performance with Advanced Reports that combine multiple analytics.
• Take advantage of Bulk Scheduling to plan up to 500 posts at once, ensuring a consistent online presence.

Email Marketing Solutions

In the realm of affiliate marketing, email marketing is a cornerstone for building relationships and driving conversions. Tools like MailerLite stand out for their ease of use and comprehensive feature set, which includes customizable email templates and automation capabilities. These tools are particularly beneficial for small businesses that need to optimize audience engagement without breaking the bank.

With the right email marketing solution, affiliates can automate campaigns, segment subscribers, and track performance to refine their strategies over time.

Here’s a quick look at some of the capabilities you can expect from top free email marketing services:

• Customizable email templates
• Automation features for campaign management
• List management and subscriber segmentation
• Performance tracking and analytics

For instance, platforms like GetResponse offer visual conversion funnels and drag-and-drop builders, making it easy to create engaging content. Meanwhile, SendGrid provides a robust platform for automating email communication, allowing users to send up to 100 emails per day for free.

Performance Tracking and Analytics

In the realm of affiliate marketing, performance tracking and analytics are indispensable for understanding and optimizing your campaigns. These tools provide deep insights into how your audience interacts with your content, enabling you to tailor your strategies for maximum impact. Key tools in this domain range from analytics platforms to specialized affiliate tracking software.

• Google Analytics is a fundamental tool for affiliates, allowing the tracking of UTM parameters and overall campaign performance.
• Tracknow offers advanced features with a high customer satisfaction score, ensuring brand consistency and sophisticated tracking.
• AnyTrack syncs conversion data across marketing stacks, facilitating a unified view of campaign effectiveness without the need for coding.

By leveraging these tools, affiliates can monitor key performance metrics, adjust their campaigns, and drive better results. The success of affiliate marketing not only depends on selecting the right affiliates but also on the meticulous tracking and optimization of performance metrics.

Content Creation: Free Resources to Craft Your Marketing Materials

Graphic Design and Image Editing

In the realm of affiliate marketing, compelling visuals are essential for capturing attention and conveying messages effectively. Free graphic design and image editing tools are a boon for marketers on a budget. These tools offer a range of functionalities from basic editing to advanced design features, often rivaling their paid counterparts.

For those less graphically inclined, fear not; there are numerous AI-powered tools that simplify the creation process, allowing you to produce professional-looking graphics with minimal effort. Here are a few options to consider:

• Unsplash: A treasure trove of high-quality, free images that require no attribution, perfect for sprucing up your content.
• Adobe Express: Offers a plethora of free templates and design assets, including Adobe Stock photos and quick actions.
• Placeit: Streamlines design tasks with a vast library of templates and mockups, enabling easy customization and download.

Leveraging these tools can significantly enhance your content’s visual appeal, making it more engaging and shareable. Remember, the right visual can make your content stand out in a crowded digital landscape, driving more traffic to your affiliate offers.

While some tools are entirely free, others provide basic access with the option to upgrade for advanced features. It’s worth exploring these tools to find the right fit for your marketing needs and budget.

Video Production and Editing

In the realm of affiliate marketing, engaging video content can be a game-changer. InVideo offers a suite of tools to produce short videos, complete with narration and music, in just minutes. Its free plan includes a watermark, up to 40 minutes of video duration, access to a 3M+ standard media library, and over 5000 video templates.

With Movavi Video Editor, creating high-quality videos is a breeze, even for those without prior editing experience. Its user-friendly interface and robust features allow for easy customization, ensuring your videos align with your unique style and message.

For those who prefer a mobile solution, BIGVU is an excellent choice. It leverages artificial intelligence to streamline the video creation process, making it accessible for both novices and seasoned video creators. Here’s a quick look at what these tools offer:

• InVideo: Watermarked videos, extensive media library, numerous templates.
• Movavi Video Editor: Intuitive editing, advanced features, mobile app availability.
• BIGVU: AI-powered video creation, one-click social media sharing, performance tracking.

Writing and Text Optimization

Crafting compelling content is a cornerstone of successful affiliate marketing. Choosing the right tools for writing and text optimization can significantly enhance the quality and effectiveness of your marketing materials. Content marketing tools should be selected based on factors such as ease of use, customer service, integration capabilities, and widespread acceptance among professionals.

Effective writing tools are not just about correcting grammar or checking spelling; they enable marketers to create SEO-optimized headlines, analyze the readability of their content, and even suggest improvements in real-time. For instance, tools like Hemingway and CoSchedule Headline Analyzer can transform your headlines into eye-catching masterpieces, while Anyword’s AI model customizes outputs to align with your brand tone.

Embracing AI in content creation can lead to more engaging landing pages and error-free e-commerce product descriptions, ultimately improving conversion rates.

Here’s a quick list of tools that can aid in optimizing your writing:

• Notes for jotting down spontaneous content ideas
• Bubbl.us for brainstorming and organizing thoughts
• CoSchedule for headline analysis and optimization
• Hemingway for enhancing readability
• Anyword for AI-driven text optimization and A/B testing

Plagiarism Checkers and Content Originality

Ensuring the originality of your content is paramount in affiliate marketing. DupliChecker is a free tool that can significantly aid in detecting plagiarism in your text. By using such tools, you can prevent your content marketing strategy from being tarnished by plagiarism charges.

Plagiarism checkers are not just about avoiding legal issues; they also help maintain your credibility and the trust of your audience. It’s essential to run every piece of content through an automatic plagiarism check before finalizing it. Tools like Narrato offer this service, ensuring that your content is not only original but also paired with copyright-free images to enhance visual appeal.

While many tools offer basic services for free, advanced features may require a subscription. The choice between free and paid versions depends on your specific needs and the depth of analysis required.

Remember, using a plagiarism checker is a step you cannot afford to skip. It’s a small effort that goes a long way in protecting your reputation and ensuring the quality of your marketing materials.

Infographic and Visual Content Tools

In the realm of affiliate marketing, visual content is king. Engaging infographics and visuals can significantly boost your content’s appeal and retention. Tools like Unsplash offer high-quality images for free, ensuring your graphics always look professional without the need for attribution.

For those less graphically inclined, platforms like Adobe Express and Canva provide a plethora of templates and design assets, making it easy to create everything from social media graphics to informative infographics. Canva, in particular, is renowned for its user-friendly interface, allowing marketers to craft visuals that are not only attractive but also convey information effectively.

Infogram is another indispensable tool for affiliate marketers. It simplifies the creation of infographics, charts, and reports, transforming complex data into visually engaging content. With these tools at your disposal, your marketing materials will not just inform, but also dazzle your audience.

Embrace these free tools to enhance your visual content creation. They are designed to make marketing easy and help you get attention with images, infographics, videos, and more.

Optimizing for Search Engines: Tools to Boost Your Affiliate Visibility

Keyword Research and Analysis

In the realm of affiliate marketing, keyword research is fundamental to driving targeted traffic and understanding what your audience is searching for. Tools like Google Keyword Planner and WordStream’s Free Keyword Tool are invaluable for uncovering keyword opportunities and analyzing search trends.

• Google Keyword Planner allows for an in-depth exploration of keywords, providing insights into search volumes and trends.
• WordStream’s Free Keyword Tool complements Google’s data with unique keyword suggestions and competitive analysis.

Embrace these tools to refine your keyword strategy and ensure your content resonates with your intended audience.

While many tools offer free features, some may also have paid options that provide additional functionality. It’s important to assess your needs and select the tool that aligns with your marketing goals. Remember, the best keyword research tool for you is one that fits your unique situation and helps you stay ahead in the ever-evolving search landscape.

On-Page SEO Auditing

On-page SEO is a cornerstone of effective affiliate marketing, and auditing your pages can reveal critical insights into how well your content is optimized for search engines. Ahrefs stands out as a versatile tool that not only helps in backlink analysis but also in identifying on-page technical SEO issues. With its ability to monitor competitors and prepare detailed audit reports, Ahrefs can be a game-changer for your optimization efforts.

Another heavyweight in the SEO arena is Semrush. It provides a comprehensive view of your site’s SEO health, tracking everything from keyword rankings to backlink profiles. For affiliate marketers, Semrush is more than just a tool; it’s a strategic asset for outperforming the competition and uncovering growth opportunities.

For those who want to see how their site snippets might appear in Google’s search results, Mangools Google SERP Simulator is an excellent choice. It’s a straightforward way to preview and optimize your title tags and meta descriptions, ensuring they are compelling enough to earn clicks.

Lastly, don’t overlook the importance of crafting powerful headlines. Tools like Atrock’s Headline Analyzer can significantly enhance the click-through rate of your content by ensuring your headlines resonate with your audience.

Backlink Analysis and Monitoring

Understanding the web of backlinks leading to your affiliate site is crucial for SEO success. Ahrefs stands out as a powerful tool for this purpose, offering insights into the backlinks that can boost your site’s authority. With features like link sorting and geolocation link redirects, it’s a versatile asset for any affiliate marketer.

To effectively monitor backlinks, consider these steps:

• Utilize tools like Bitly or TinyURL for tracking click rates and not conversions.
• Implement manual tracking by asking affiliates to report on their link performance.
• Explore self-hosted solutions like ‘AffiliateWP’ for WordPress for greater control over your affiliate program.

Remember, while free tools provide valuable data, they may not offer the comprehensive analysis that paid tools can. Balancing cost and functionality is key to choosing the right backlink analysis tool for your needs.

Competitor Research Tools

Understanding the strategies and content that make your competitors successful is crucial in affiliate marketing. Tools like BuzzSumo and Semrush offer deep insights into what’s working for others in your niche. With BuzzSumo, you can analyze the performance of various content types across social platforms, helping you to craft more effective strategies.

Semrush is a comprehensive platform that allows you to monitor your site’s SEO performance, track keywords, and keep an eye on your competitors. It’s a tool that transforms SEO from a guessing game into a science. Alongside these, WordStream’s Free Keyword Tool provides additional keyword insights, complementing tools like Google’s Keyword Planner.

To stay ahead, consider these steps:

• Use BuzzSumo to identify high-performing content in your niche.
• Leverage Semrush for a holistic view of your SEO landscape.
• Explore WordStream’s Free Keyword Tool for niche keyword opportunities.

By keeping a close watch on the competition and the market, you can adapt your affiliate marketing strategies to ensure continued growth and success.

Local SEO Enhancement

Enhancing your local SEO is crucial for affiliate marketers targeting specific geographic areas. Mangools Google SERP Simulator is a standout tool that allows you to preview how your site snippet might appear in Google’s search results. This is particularly useful for optimizing title tags and meta descriptions to attract a local audience.

Pretty Links, a WordPress plugin, offers robust features for managing and customizing URLs, which can be beneficial for local SEO through the creation of region-specific ‘pretty links’.

Remember, local SEO isn’t just about being seen; it’s about being seen by the right people in the right places. Tools like Ahrefs and Semrush provide comprehensive insights into your site’s SEO performance, which is essential for refining your local strategy.

Here are some key points to consider for local SEO enhancement:

• Utilize tools that simulate search engine results to optimize your snippets.
• Leverage link management tools to create localized URLs.
• Conduct thorough keyword research to target local search terms.
• Monitor your local competitors to identify opportunities for improvement.

Landing Pages and Website Builders: Establishing Your Online Presence

Drag-and-Drop Website Builders

In the realm of affiliate marketing, the ability to quickly create and modify landing pages is crucial. Drag-and-drop website builders have democratized web design, allowing marketers to construct professional-looking sites without extensive coding knowledge. Elementor stands out with its WordPress integration, offering a visual editor and a plethora of widgets to enhance your site’s functionality.

• Elementor: A favorite for its ease of use and extensive features, though some users report issues with live page updates.
• Google Sites: Offers simplicity and seamless integration with Google services, perfect for beginners.
• GetResponse: Leverages AI to generate personalized websites quickly, ensuring your site looks great on all devices.

The right drag-and-drop builder can significantly streamline your website creation process, making it easier to test and refine your affiliate strategies.

Choosing the right tool can be the difference between a site that converts and one that doesn’t. Consider the features, ease of use, and integration capabilities when selecting a builder to ensure it aligns with your marketing goals.

Landing Page Optimization

Optimizing your landing pages is crucial for converting visitors into affiliates. Small tweaks can take a landing page from a handful of sales to driving significant revenue. Utilizing tools like GetResponse’s Landing Page Creator, which offers AI-generated or handcrafted templates, can significantly enhance your affiliate campaigns.

With the right tools, affiliate marketers can transform their landing pages into powerful assets that not only attract visitors but also convert them at a higher rate.

Elementor is another invaluable resource for affiliates. Its drag-and-drop interface simplifies the design process, allowing for the creation of responsive and interactive landing pages. Remember, a well-optimized landing page is the cornerstone of a successful affiliate marketing strategy.

Here are some key features to look for in a landing page optimization tool:

• AI-driven suggestions for page modifications
• Built-in SEO tools and analytics
• Responsive design capabilities
• Interactive widgets and conversion tools
• Easy integration with other marketing platforms

Mobile Responsiveness Checkers

Ensuring your affiliate website is mobile-friendly is crucial in today’s market. Mobile responsiveness checkers are indispensable tools that help you verify your site’s performance on various devices. With the rise of mobile browsing, a site that isn’t optimized for smartphones and tablets can significantly hinder your affiliate marketing efforts.

Google PageSpeed Insights is a powerful tool that not only assesses mobile responsiveness but also provides insights into your site’s loading speed. Remember, faster load times lead to happier visitors and potentially more conversions. Utilize this tool to identify areas for improvement and keep your site running smoothly on all devices.

Here are some benefits of using mobile responsiveness checkers:

• Quick identification of responsive design issues
• Recommendations for optimization
• Insights into user experience on mobile devices

By prioritizing mobile responsiveness, you’re not just adapting to current trends; you’re also enhancing the user experience and boosting your potential for affiliate income.

Speed Testing and Performance Optimization

Ensuring your affiliate website loads quickly and performs well is crucial for retaining visitors and improving search engine rankings. Speed testing tools help you identify bottlenecks and areas for improvement. One such tool highlighted by a website page is Google Analytics, which, along with others like Hootsuite and Mailchimp, can significantly enhance your campaign’s performance and engagement.

Speed optimization not only affects user experience but also impacts SEO. A faster website can lead to better search engine positioning and higher conversion rates.

To get started with performance optimization, consider the following steps:

1. Use speed testing tools to analyze your website’s load times.
2. Implement recommended changes such as image compression, browser caching, and code minification.
3. Regularly monitor your site’s performance to ensure ongoing optimization.

Domain and Hosting Services

Choosing the right domain and hosting service is crucial for establishing a strong online presence. SiteGround stands out with its diverse hosting options and exceptional customer support, making it a reliable choice for affiliate marketers. NameCheap, on the other hand, offers affordability and a suite of marketing tools that can help grow your business.

When it comes to web hosting, BlueHost is a veteran, offering affordable plans that include a free domain, SSL, and CDN, which are essential for a secure and fast-loading affiliate website.

For those looking for scalability and advanced security features, Cloudways is an excellent option. It provides automated backups and DDoS protection, ensuring your site remains safe and operational.

Here’s a quick comparison of key features:

• SiteGround: Fast speeds, reliable uptime, CMS, website builder
• NameCheap: Affordable, business email, website security
• BlueHost: Free domain, SSL, CDN, 1-click WordPress installation
• Cloudways: Scalable resources, automated backups, DDoS protection

Remember, the best hosting service for you will depend on your specific needs, budget, and the level of traffic you anticipate for your affiliate marketing site.

Email Marketing: Engaging Your Audience Effectively

Email List Building Tools

Building an email list is a cornerstone of effective affiliate marketing. Start by choosing the right tool that not only helps you collect email addresses but also integrates seamlessly with your marketing stack. Free tools like MailerLite and GetResponse offer robust features for beginners and seasoned marketers alike.

• MailerLite: Known for its simplicity and ease of use.
• GetResponse: Offers a suite of tools including autoresponders and marketing automation.
• Aweber: A popular choice with a range of email marketing features.

Ensure your chosen platform complies with upcoming email sending requirements to maintain high deliverability in 2024.

Selecting a tool that grows with your business is crucial. Look for scalability, ease of integration, and advanced features like segmentation and personalization to engage your audience more effectively.

Newsletter Design and Distribution

Crafting an engaging newsletter is a pivotal element in affiliate marketing. Designing your newsletter can be as simple as using drag-and-drop modules to add images and content. Similarly, integrating a signup form to your newsletter helps in growing your contact list and keeping track of new subscribers.

For a fresh perspective on email designs, affiliate marketers can turn to platforms like Really Good Emails, which showcases a collection of exceptional email layouts and calls to action from top brands.

When it comes to distribution, tools like Sendtric offer features that cater to the evolving requirements of email service providers, ensuring your newsletters reach your audience’s inbox. Remember, the key to effective newsletter marketing is not just in the design but also in the delivery and open rates.

Here’s a quick glance at what a comprehensive tool might offer:

• Email marketing
• Autoresponders
• AI email generator
• Marketing automation
• SMS marketing

Staying ahead means adapting to new sending requirements set by platforms like Gmail and Yahoo, which are slated to change in 2024. MailChimp, for instance, allows the creation of an editorial calendar and offers a generous free plan with a monthly email send limit of 10,000 sends, with a daily cap of 2,000.

Automated Email Campaigns

Automated email campaigns are a cornerstone of efficient affiliate marketing, allowing marketers to send timely, relevant messages to their audience with minimal ongoing effort. Crafting effective affiliate marketing campaigns is crucial for engaging your audience and driving conversions. Utilizing tools like AI Email Generators can significantly streamline this process, offering optimized messages and subject lines at the click of a button.

• AI-powered product recommendations enhance personalization
• Drag-and-drop builders simplify the creation of custom automations
• Advanced analytics provide insights for strategy refinement

Ensure your automated campaigns are regulatory-compliant and optimized for deliverability to maximize reach and engagement.

With the right tools, affiliate marketers can set up automation that not only saves time but also delivers valuable content, including videos and infographics, to the audience. This not only engages but also nurtures leads, ultimately optimizing email campaigns for conversions.

Subscriber Segmentation and Personalization

Effective subscriber segmentation and personalization are crucial for engaging your audience in a meaningful way. By understanding and categorizing your subscribers based on their behavior and preferences, you can tailor your content to meet their specific needs. Segment your email list for higher conversions and ensure that each message resonates with the recipient.

Here are some benefits of proper segmentation:

• Increased open and click-through rates
• Lower unsubscribe rates
• Enhanced customer satisfaction and loyalty
• Better targeting of offers and promotions

By leveraging behavior automation, you can create dynamic content that adapts to user interactions, making your emails more relevant and timely.

Remember, tools like OptinMonster and Poptin offer features such as exit intent technology and smart triggers to help you segment your audience effectively. These tools not only provide the means to segment but also to personalize at scale, ensuring that your marketing efforts are as efficient as possible.

Email Deliverability and Open Rate Improvement

Improving email deliverability and open rates is crucial for affiliate marketers who rely on email campaigns to drive engagement and sales. Ensuring your emails reach the inbox is the first step towards a successful email strategy. With Gmail and Yahoo’s new sending requirements in 2024, it’s essential to stay updated on authentication changes to maintain high deliverability.

AI email marketing platforms are transforming how affiliate marketers approach their email strategies. These platforms optimize strategies, focus on niche markets, and drive engagement through advanced tracking and analytics. By leveraging AI-powered tools, marketers can create optimized messages and subject lines that resonate with their audience.

To maximize open rates, consider the following tips:

Use engaging and personalized subject lines.
Segment your email list to target specific groups.
Test different sending times to find when your audience is most active.
Regularly clean your email list to remove inactive subscribers.

Remember, continuous performance measurement is essential to refine your email marketing efforts and achieve affiliate marketing success.

Conclusion

As we’ve explored in this comprehensive guide, affiliate marketers have a wealth of free tools at their disposal to enhance their campaigns and drive better results. From content creation and SEO to landing page design and analytics, the right tools can make a significant difference in your affiliate marketing journey. Whether you’re just starting out or looking to refine your strategies, these free resources offer valuable support without the financial commitment. Remember, while free tools can provide a strong foundation, as your affiliate marketing business grows, you may want to consider investing in paid tools to unlock more advanced features and capabilities. Until then, leverage these top free tools to maximize your affiliate marketing potential and boost your ROI.

Frequently Asked Questions

What are the best free affiliate marketing tools for 2024?

Some of the top free affiliate marketing tools for 2024 include Refersion, Tracknow, LeadDyno, Post Affiliate Pro, AnyTrack, TUNE, Affise, Offer18, AffTrack, EverFlow, ClickInc, TapAffiliate, and Voluum.

Can I promote affiliate products for free?

Yes, you can promote affiliate products for free using various methods such as content marketing, SEO, social media, email marketing, and by leveraging free affiliate marketing tools.

Are there free trials available for affiliate marketing tools?

Many affiliate marketing tools offer free trials, such as Refersion which provides a free 14-day trial, allowing you to test their features before committing to a paid plan.

What are the advantages of using free affiliate marketing software?

Free affiliate marketing software can help you minimize costs while starting out, test different platforms, and manage your campaigns effectively without a large initial investment.

Should I use free or paid affiliate marketing tools?

If you’re a beginner, it’s advisable to start with free affiliate marketing tools. As your business grows and requires more advanced features, you may consider investing in paid tools.

How can I ensure my affiliate marketing efforts are successful?

To ensure success in affiliate marketing, focus on choosing the right products, creating quality content, optimizing for SEO, engaging with your audience through social media and email, and tracking performance using analytics tools.