Marin Software Looks Beyond Search

  |  August 18, 2010   |  Comments

Search campaign platform integrates with Facebook and other channels.

The line between search, display and social media are blurring, and that smells like opportunity for venders of campaign management services.

Marin Software, provider of Marin Search Marketer bidding and campaign management tools, announced this week that it has opened up its Facebook integration to all comers.

The new functionality makes use of the Facebook Ad API to let customers optimize campaigns across search, display ad networks, and Facebook from within the same platform. The new Facebook features are algorithmic bidding, audience segmentation, and ad rotation.   

Marin has had customers using the Facebook integration since May, including Macy’s, Red Bricks Media, Trouve, and Razorfish; it's now in general availability to all its clients. Those are the big spenders, the so-called enterprise-class customers that buy at least $100,000 across performance media.

While Facebook's wiki lists eight other vendors using its Ad API to provide third-party management tools, Marin says it has tuned its tools to meet the needs of the largest advertisers.

"When you're working with very large data sets, it's all about efficiency," says Matt Lawson, VP of marketing. "Our clients need to have the bidding process optimized, and we made sure the workflows and efficiencies are available in an easy-to-use fashion, so they can get time savings they need."

Also hopping on the Facebook ad management platform are search-focused Kenshoo and Clickable, along with six social media marketing companies.  SEM agencies say clients' burgeoning interest in Facebook does not reflect a withering of search, but rather the continued exodus of dollars from traditional media. According to eMarketer, advertisers will spend $1.28 billion worldwide this year on Facebook, while total U.S. spending on social media will reach $1.68 billion, comprising 6.7 percent of all online advertising.

"We still see dollars moving from print and television to online. As they do, search is getting a disproportionate amount of those dollars, but social media and display will, as well. We're going where our clients are shifting their dollars," Lawson says.

There's another reason why search marketers are moving into this space: Social media is making it easy for them.

"The emerging channels are following a model that search marketers are fluent in and accustomed to," says Max Kalehoff, VP of marketing for Clickable. That includes auctions, lots of cost-per-click options and buying and selling methodologies. "They want you to have a frictionless switch over to the new channel."

Clickable's customers range from tiny advertisers to larger marketers that want a very simple management solution combined with trackable performance. "The hyper-targeting of Facebook presents a huge opportunity for businesses beyond what traditional display did," Kalehoff adds. "There's a lot of interest around social, and Facebook is the major platform where that's occurring. It's a big opportunity for tool and technology companies like Clickable. It's critical to be able to expand to emerging channels."

Social media isn't the only thing getting smushed up with search. We earlier reported that Marin would take part in RightMedia's pilot auction of real-time bidded display advertising.

Marin's Lawson notes that Marin Search Marketer already included Google Display Network and Yahoo Content Network. "This is our first foray into what most would consider true display advertising," he says.

Bundling bidding, optimization and reporting among all these digital media lets clients track the path to conversion from Facebook ads to later searches with intent to purchase. Lawson thinks Facebook's ad revenue growth shows that marketers recognize that social media activity by a user now is an indication of the likelihood they'll end up searching and buying at a later date. He says, "The two are closely related, so it's important for search marketers to have a presence on social media, so they can create engagement with potential buyers."

 

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Search newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Resources

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Marketing Systems Analyst
      Marketing Systems Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Marketing Systems Analyst to our expanding team. We...