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1 
BID MANAGEMENT POV 
Prepared by ymarketing// 
Digital Marketing Agency | www.ymarketing.com
Agenda 
2 
• Introduction 
• Capability Analysis 
• Client/Industry Opinion 
• Pricing 
• Appendix: Company Snapshots 
Source: Forrester: “The Forrester Wave: Bid Management Software Providers” November 2012
Bid Management Platform POV 
INTRODUCTION 
3
Companies Reviewed 
• Marin Software 
• DoubleClick Search 
• Adobe 
• Kenshoo
Ad Spend Under Management 
PPC Ad Spend Under Management (in $ millions) 
2011 2012 %Change 
Marin $4,000 $4,700 17.5% 
DoubleClick WND WND - 
Adobe $2,500 $2,500 - 
Kenshoo $3,000 $3,000 - 
Source: Digital Marketing Depot: “Market Intelligence Report” Enterprise PPC 
Campaign Management Tools 2013: A Marketer’s Guide 
WND: Would Not Disclose
Company Evaluation Criteria 
• Big Management 
• Channel Integration 
• Optimization 
• Tracking 
• Reporting 
• Analytics 
• Data Ownership 
• Market positioning 
• Costs and pricing
Paid Search Bid Management Platform POV 
CAPABILITY ANALYSIS 
7
Bid Management 
• Bid Management Capabilities 
– All four evaluated platforms provide similar bid management 
capabilities 
– No clear comparative advantage 
8 
Marin DoubleClick Adobe Kenshoo 
Portfolio management ● ● ● ● 
Rules-based optimization ● ● ● ● 
Source: Econsultancy, PPC Bid Management Technology: A Buyer’s Guide August 2012
Optimization 
• Optimization Capabilities 
– Marin, Adobe and Kenshoo support multiple types of optimization 
– DoubleClick lacks specific capabilities but are enhancing quickly 
9 
Marin DoubleClick Adobe Kenshoo 
Time-based / day-parting targeting ● ● ● ● 
Budget targeting ● ● ● ● 
Hourly optimization ● ● ● ● 
QS Optimization ● ● ● 
Predictive Modeling ● Roadmap Item ● ● 
Bid Optimization from tracking tags ● ● ● ● 
Source: Digital Marketing Depot: “Market Intelligence Report” Enterprise PPC Campaign Management Tools 2013: A Marketer’s Guide” 
Source: Econsultancy,”PPC Bid Management Technology: A Buyer’s Guide” August 2012
Channel Integration 
• Channel Integration Capabilities 
– Marin and Adobe are clear leaders in channel integration 
– DoubleClick search has limited integration – but gains GDN w/ DFA 
10 
Marin DoubleClick Adobe Kenshoo 
Google Search ● ● ● ● 
Google Display Network ● Via DFA ● 
Yahoo! Bing ● ● ● ● 
Facebook ● Via DFA ● ● 
Twitter ● Via DFA ● 
LinkedIn ● Via DFA ● 
Source: Digital Marketing Depot: “Market Intelligence Report” Enterprise PPC Campaign Management Tools 2013: A Marketer’s Guide” 
Source: Econsultancy,”PPC Bid Management Technology: A Buyer’s Guide” August 2012
Tracking 
• Reporting Capabilities 
– With the exception of Click Fraud Analysis, all four evaluated 
platforms provide similar tracking capabilities. 
– Exception: Marin does not reference a “click fraud analysis” function 
11 
Marin DoubleClick Adobe Kenshoo 
Click/Landing Tracking ● ● ● ● 
Click Fraud Analyzer ● ● ● 
Content Network/ 
Placement Targeting ● ● ● ● 
Comparing against other 
Media Channels ● ● ● ● 
Source: Econsultancy, PPC Bid Management Technology: A Buyer’s Guide August 2012
Reporting 
• Reporting Capabilities 
– All four evaluated platforms provide similar reporting capabilities, 
– No clear comparative advantage 
12 
Marin DoubleClick Adobe Kenshoo 
Cross-engine reporting ● ● ● ● 
Ad-hoc queries ● ● ● ● 
Ability to Import/Export 
reporting/data ● ● ● ● 
Source: Econsultancy, PPC Bid Management Technology: A Buyer’s Guide August 2012
Analytics 
• Advanced Analytics Capabilities 
– Adobe has the most comprehensive advanced analytics capabilities, 
however, based on analysis, capabilities seem to span two tools 
(AdLense, and Search Center). 
– Marin and Kenshoo also provide robust advanced analytics capabilities 
– C 
13 
Marin DoubleClick Adobe Kenshoo 
Attribution models: 
Multi-Channel* ● ● ● ● 
Attribution Models: 
Online/Offline* ● Roadmap Item ● ● 
Predictive Modeling** ● Roadmap Item ● ● 
Competitor Analysis** ● 
Simulations and 
Forecasting** ● Forecasting on 
Roadmap ● ● 
*Source: Digital Marketing Depot: “Market Intelligence Report” Enterprise PPC Campaign Management Tools 2013: A Marketer’s Guide” 
**Source: Econsultancy,”PPC Bid Management Technology: A Buyer’s Guide” August 2012
Paid Search Bid Management Platform POV 
CLIENTS/INDUSTRY OPINION 
14
Notable Clientele 
15 
Marin DoubleClick** Adobe Kenshoo 
Auto Trader WPP* Timex Accor 
Hotels.com Publicis* First Choice Burberry 
Pricegrabber.com Interpublic* The Home Depot Expedia 
Betfair Aeigis* 
Carphone 
Warehouse 
GroupM* 
Findaproperty.com Omnicom* Marks & Spencer Havas Digital* 
Source: Econsultancy, PPC Bid Management Technology: A Buyer’s Guide August 2012 
*Agency Partner 
**Did not disclose end-clients
Forrester Analysis 
16 
• Marin Software 
– Strong Performer: “This ambitious vendor provides a solution well-suited to direct response 
advertisers seeking support for a mix of biddable media options…Client references give its 
conditional bid optimization and ease of use average marks.” 
• DoubleClick Search 
– Risky Bet: “Don’t discount this product’s greatest strength – being part of Google. It can access 
more development and support resources than any other provider in the study and thus improve 
quickly. However, today the platform is not competitive…It supports biddable buys on fewer 
media outlets than its competitors. For now, neither we nor its client references can confidently 
recommend this platform.” 
• Adobe 
– Contender: “…built from the technology of Efficient Frontier, is a good option for large-budget 
advertisers – particularly current SiteCatalyst users – that seek a single platform to manage 
biddable buys across search, display and social…Adobe gets high marks for the breadth of media 
is supports, and client references score its bid optimization as 4 on a 5-point scale. Its campaign 
management, testing, error management and reporting functionalities are neither as complete or 
flexible as competitors.” 
• Kenshoo 
– Leader: “We find Kenshoo the sole leader in our study, to be the surest option for the mainstream 
search marketing manager. It’s leader-level campaign management functionality…offeres seven 
proprietary tools for keyword identification and prioritization…” 
Source: Forrester: “The Forrester Wave: Bid Management Software Providers” November 2012
Econsultancy Analysis 
17 
Market Positioning: Company Market Positioning: Technology 
3 2 
4 
Cross-channel 
digital marketing 
focus 
Pure focus on 
PPC 
Technology 
Only 
Agency / 
Services 
offering 
Training 
essential 
Minimal 
training 
required 
Automated 
approach – little 
human input needed 
1 Adobe 2 DoubleClick 3 Kenshoo 4 Marin 
Manual intervention 
encouraged 
1 
2 
4 
1 
3 
Source: Econsultancy, PPC Bid Management Technology: A Buyer’s Guide August 2012
Paid Search Bid Management Platform POV 
PRICING 
18
Pricing 
– Below are estimates of the cost based on a percentage of media 
% of Spend* 
• Agency Rates (Non-Negotiated) 
Marin 1.5 - 5% 
DoubleClick 1 - 2.5% 
Adobe 1.5 - 3% 
Kenshoo 2.5 - 10% 
Source: Digital Marketing Depot: “Market Intelligence Report” Enterprise PPC 
Campaign Management Tools 2013: A Marketer’s Guide” 
*Non-negotiated 
spend. These rates represent non-negotiated rates
Bid Management Platform POV 
SUMMARY 
20
POV Summary 
21 
• Bidding Platforms in General 
– Everyone has built a better mousetrap when you research bid 
management platforms, each has their strengths: 
• Adobe, through their suite of tools has a comprehensive offering; 
highly considerable if you go “all-Adobe” 
• DoubleClick has seemingly unbeatable negotiable rates, a solid 
roadmap and reputation as an industry standard 
• Kenshoo is Forrester’s pick as a leader in the industry 
• Marin, as one of the platform leaders, also receives high marks 
from internal team members for ease of use and speed 
– Testing one or more platform in order to see if efficiency and 
cost-effectiveness can be improved should be considered.
Bid Management POV 
APPENDIX: COMPANY 
SNAPSHOTS 
25
In their own words: Marin 
Marin Software is a leading provider of online advertising 
management solutions, offering an integrated platform for managing 
search, display, and social marketing. The company provides solutions 
for advertisers and agencies of all sizes, enabling them to improve 
financial performance, save time, and make better decisions. Marin 
Enterprise, the company’s flagship product, addresses the needs of 
online marketers spending at least $50,000 per month on biddable 
media. 
Headquartered in San Francisco, with offices worldwide, Marin’s 
technology powers marketing campaigns for over 2,000 customers 
managing more than $4 billion of annualized ad spend in more than 
160 countries. 
Source: Econsultancy, PPC Bid Management Technology: A Buyer’s Guide August 2012 26
In their own words: DoubleClick 
DoubleClick Search is an account management tool that offers 
agencies and marketers increased speed, reliability, and improved 
workflow for managing large search campaigns across engines through 
a familiar and intuitive AdWords-like interface. Rebuilt completely on 
Google’s global infrastructure, DoubleClick Search allows users to 
create, manage, report on, and optimize their search campaigns 
alongside their display marketing efforts, allowing for deep insights 
into search funnels as well as multichannel attribution. 
DoubleClick Search ensures the scalability of complex search 
campaigns, allowing advertisers to stay on top of search and display 
trends, as search volume and complexity continues to increase. 
Source: Econsultancy, PPC Bid Management Technology: A Buyer’s Guide August 2012 27
In their own words: Adobe 
Adobe® Digital Marketing Suite is a collection of web analytics and 
website optimization products that provide insight into the 
performance of online marketing initiatives, empowering 
organizations to make informed decisions and helping to ensure the 
success of online marketing programs. 
Digital Marketing Suite allows marketers to increase ROI from digital 
marketing programs by delivering actionable, real-time data and 
insights that drive successful 
Source: Econsultancy, PPC Bid Management Technology: A Buyer’s Guide August 2012 28
In their own words: Kenshoo 
Kenshoo is a digital marketing software company. We help 
organizations manage and optimize online advertising campaigns 
across search engines and social networks. Our global technology 
platform helps automate workflow and improve performance whilst 
integrating across all marketing channels. In other words, Kenshoo 
helps advertisers and agencies do their jobs faster and better. Our 
clients report time savings of 50% through the use of our products and 
our platform delivers $16 billion+ in annual customer sales revenue. 
Source: Econsultancy, PPC Bid Management Technology: A Buyer’s Guide August 2012 29
Thank You 
ask@ymarketing.com 
www.ymarketing.com 
30

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Top 4 Enterprise Bid Management Platforms for Digital Agencies | ymarketing

  • 1. 1 BID MANAGEMENT POV Prepared by ymarketing// Digital Marketing Agency | www.ymarketing.com
  • 2. Agenda 2 • Introduction • Capability Analysis • Client/Industry Opinion • Pricing • Appendix: Company Snapshots Source: Forrester: “The Forrester Wave: Bid Management Software Providers” November 2012
  • 3. Bid Management Platform POV INTRODUCTION 3
  • 4. Companies Reviewed • Marin Software • DoubleClick Search • Adobe • Kenshoo
  • 5. Ad Spend Under Management PPC Ad Spend Under Management (in $ millions) 2011 2012 %Change Marin $4,000 $4,700 17.5% DoubleClick WND WND - Adobe $2,500 $2,500 - Kenshoo $3,000 $3,000 - Source: Digital Marketing Depot: “Market Intelligence Report” Enterprise PPC Campaign Management Tools 2013: A Marketer’s Guide WND: Would Not Disclose
  • 6. Company Evaluation Criteria • Big Management • Channel Integration • Optimization • Tracking • Reporting • Analytics • Data Ownership • Market positioning • Costs and pricing
  • 7. Paid Search Bid Management Platform POV CAPABILITY ANALYSIS 7
  • 8. Bid Management • Bid Management Capabilities – All four evaluated platforms provide similar bid management capabilities – No clear comparative advantage 8 Marin DoubleClick Adobe Kenshoo Portfolio management ● ● ● ● Rules-based optimization ● ● ● ● Source: Econsultancy, PPC Bid Management Technology: A Buyer’s Guide August 2012
  • 9. Optimization • Optimization Capabilities – Marin, Adobe and Kenshoo support multiple types of optimization – DoubleClick lacks specific capabilities but are enhancing quickly 9 Marin DoubleClick Adobe Kenshoo Time-based / day-parting targeting ● ● ● ● Budget targeting ● ● ● ● Hourly optimization ● ● ● ● QS Optimization ● ● ● Predictive Modeling ● Roadmap Item ● ● Bid Optimization from tracking tags ● ● ● ● Source: Digital Marketing Depot: “Market Intelligence Report” Enterprise PPC Campaign Management Tools 2013: A Marketer’s Guide” Source: Econsultancy,”PPC Bid Management Technology: A Buyer’s Guide” August 2012
  • 10. Channel Integration • Channel Integration Capabilities – Marin and Adobe are clear leaders in channel integration – DoubleClick search has limited integration – but gains GDN w/ DFA 10 Marin DoubleClick Adobe Kenshoo Google Search ● ● ● ● Google Display Network ● Via DFA ● Yahoo! Bing ● ● ● ● Facebook ● Via DFA ● ● Twitter ● Via DFA ● LinkedIn ● Via DFA ● Source: Digital Marketing Depot: “Market Intelligence Report” Enterprise PPC Campaign Management Tools 2013: A Marketer’s Guide” Source: Econsultancy,”PPC Bid Management Technology: A Buyer’s Guide” August 2012
  • 11. Tracking • Reporting Capabilities – With the exception of Click Fraud Analysis, all four evaluated platforms provide similar tracking capabilities. – Exception: Marin does not reference a “click fraud analysis” function 11 Marin DoubleClick Adobe Kenshoo Click/Landing Tracking ● ● ● ● Click Fraud Analyzer ● ● ● Content Network/ Placement Targeting ● ● ● ● Comparing against other Media Channels ● ● ● ● Source: Econsultancy, PPC Bid Management Technology: A Buyer’s Guide August 2012
  • 12. Reporting • Reporting Capabilities – All four evaluated platforms provide similar reporting capabilities, – No clear comparative advantage 12 Marin DoubleClick Adobe Kenshoo Cross-engine reporting ● ● ● ● Ad-hoc queries ● ● ● ● Ability to Import/Export reporting/data ● ● ● ● Source: Econsultancy, PPC Bid Management Technology: A Buyer’s Guide August 2012
  • 13. Analytics • Advanced Analytics Capabilities – Adobe has the most comprehensive advanced analytics capabilities, however, based on analysis, capabilities seem to span two tools (AdLense, and Search Center). – Marin and Kenshoo also provide robust advanced analytics capabilities – C 13 Marin DoubleClick Adobe Kenshoo Attribution models: Multi-Channel* ● ● ● ● Attribution Models: Online/Offline* ● Roadmap Item ● ● Predictive Modeling** ● Roadmap Item ● ● Competitor Analysis** ● Simulations and Forecasting** ● Forecasting on Roadmap ● ● *Source: Digital Marketing Depot: “Market Intelligence Report” Enterprise PPC Campaign Management Tools 2013: A Marketer’s Guide” **Source: Econsultancy,”PPC Bid Management Technology: A Buyer’s Guide” August 2012
  • 14. Paid Search Bid Management Platform POV CLIENTS/INDUSTRY OPINION 14
  • 15. Notable Clientele 15 Marin DoubleClick** Adobe Kenshoo Auto Trader WPP* Timex Accor Hotels.com Publicis* First Choice Burberry Pricegrabber.com Interpublic* The Home Depot Expedia Betfair Aeigis* Carphone Warehouse GroupM* Findaproperty.com Omnicom* Marks & Spencer Havas Digital* Source: Econsultancy, PPC Bid Management Technology: A Buyer’s Guide August 2012 *Agency Partner **Did not disclose end-clients
  • 16. Forrester Analysis 16 • Marin Software – Strong Performer: “This ambitious vendor provides a solution well-suited to direct response advertisers seeking support for a mix of biddable media options…Client references give its conditional bid optimization and ease of use average marks.” • DoubleClick Search – Risky Bet: “Don’t discount this product’s greatest strength – being part of Google. It can access more development and support resources than any other provider in the study and thus improve quickly. However, today the platform is not competitive…It supports biddable buys on fewer media outlets than its competitors. For now, neither we nor its client references can confidently recommend this platform.” • Adobe – Contender: “…built from the technology of Efficient Frontier, is a good option for large-budget advertisers – particularly current SiteCatalyst users – that seek a single platform to manage biddable buys across search, display and social…Adobe gets high marks for the breadth of media is supports, and client references score its bid optimization as 4 on a 5-point scale. Its campaign management, testing, error management and reporting functionalities are neither as complete or flexible as competitors.” • Kenshoo – Leader: “We find Kenshoo the sole leader in our study, to be the surest option for the mainstream search marketing manager. It’s leader-level campaign management functionality…offeres seven proprietary tools for keyword identification and prioritization…” Source: Forrester: “The Forrester Wave: Bid Management Software Providers” November 2012
  • 17. Econsultancy Analysis 17 Market Positioning: Company Market Positioning: Technology 3 2 4 Cross-channel digital marketing focus Pure focus on PPC Technology Only Agency / Services offering Training essential Minimal training required Automated approach – little human input needed 1 Adobe 2 DoubleClick 3 Kenshoo 4 Marin Manual intervention encouraged 1 2 4 1 3 Source: Econsultancy, PPC Bid Management Technology: A Buyer’s Guide August 2012
  • 18. Paid Search Bid Management Platform POV PRICING 18
  • 19. Pricing – Below are estimates of the cost based on a percentage of media % of Spend* • Agency Rates (Non-Negotiated) Marin 1.5 - 5% DoubleClick 1 - 2.5% Adobe 1.5 - 3% Kenshoo 2.5 - 10% Source: Digital Marketing Depot: “Market Intelligence Report” Enterprise PPC Campaign Management Tools 2013: A Marketer’s Guide” *Non-negotiated spend. These rates represent non-negotiated rates
  • 20. Bid Management Platform POV SUMMARY 20
  • 21. POV Summary 21 • Bidding Platforms in General – Everyone has built a better mousetrap when you research bid management platforms, each has their strengths: • Adobe, through their suite of tools has a comprehensive offering; highly considerable if you go “all-Adobe” • DoubleClick has seemingly unbeatable negotiable rates, a solid roadmap and reputation as an industry standard • Kenshoo is Forrester’s pick as a leader in the industry • Marin, as one of the platform leaders, also receives high marks from internal team members for ease of use and speed – Testing one or more platform in order to see if efficiency and cost-effectiveness can be improved should be considered.
  • 22. Bid Management POV APPENDIX: COMPANY SNAPSHOTS 25
  • 23. In their own words: Marin Marin Software is a leading provider of online advertising management solutions, offering an integrated platform for managing search, display, and social marketing. The company provides solutions for advertisers and agencies of all sizes, enabling them to improve financial performance, save time, and make better decisions. Marin Enterprise, the company’s flagship product, addresses the needs of online marketers spending at least $50,000 per month on biddable media. Headquartered in San Francisco, with offices worldwide, Marin’s technology powers marketing campaigns for over 2,000 customers managing more than $4 billion of annualized ad spend in more than 160 countries. Source: Econsultancy, PPC Bid Management Technology: A Buyer’s Guide August 2012 26
  • 24. In their own words: DoubleClick DoubleClick Search is an account management tool that offers agencies and marketers increased speed, reliability, and improved workflow for managing large search campaigns across engines through a familiar and intuitive AdWords-like interface. Rebuilt completely on Google’s global infrastructure, DoubleClick Search allows users to create, manage, report on, and optimize their search campaigns alongside their display marketing efforts, allowing for deep insights into search funnels as well as multichannel attribution. DoubleClick Search ensures the scalability of complex search campaigns, allowing advertisers to stay on top of search and display trends, as search volume and complexity continues to increase. Source: Econsultancy, PPC Bid Management Technology: A Buyer’s Guide August 2012 27
  • 25. In their own words: Adobe Adobe® Digital Marketing Suite is a collection of web analytics and website optimization products that provide insight into the performance of online marketing initiatives, empowering organizations to make informed decisions and helping to ensure the success of online marketing programs. Digital Marketing Suite allows marketers to increase ROI from digital marketing programs by delivering actionable, real-time data and insights that drive successful Source: Econsultancy, PPC Bid Management Technology: A Buyer’s Guide August 2012 28
  • 26. In their own words: Kenshoo Kenshoo is a digital marketing software company. We help organizations manage and optimize online advertising campaigns across search engines and social networks. Our global technology platform helps automate workflow and improve performance whilst integrating across all marketing channels. In other words, Kenshoo helps advertisers and agencies do their jobs faster and better. Our clients report time savings of 50% through the use of our products and our platform delivers $16 billion+ in annual customer sales revenue. Source: Econsultancy, PPC Bid Management Technology: A Buyer’s Guide August 2012 29
  • 27. Thank You ask@ymarketing.com www.ymarketing.com 30