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ClickZ Buyers Forum - Bid management - PPC, Social Media, Display


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ClickZ has launched an innovative new series of buyers guides, created with the aim of cutting through the complexity of the technology landscape to help our community of readers make better decisions about vendors. The first of this series is dedicated to bid management platforms. These technologies help business get more from their PPC budgets and to enhance their digital marketing strategies.

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ClickZ Buyers Forum - Bid management - PPC, Social Media, Display

  1. 1. Buyers forum Bid Management Tools London, 21st February 2018
  2. 2. 1 This Morning’s Agenda About the guide Paid search today The role of bid management software Company profiles Break The survey results Bid management Automation Cross-channel Strategic insight Reporting and analytics User experience Overall 1
  3. 3. 2 ClickZ Buyers Guides Helping you find the right technology partners
  4. 4. 3 About the guide The aims of our guides are as follows: To inform marketers’ decisions by providing an objective view of the technology landscape. To pool the collective knowledge of our community to share insights into the experience of using different marketing technologies. To facilitate long-term relationships between brands and vendors. There are over 5,000 marketing technologies today – up from just 150 in 2011. 33% of the average marketing budget is spent on technology. Add in the integrations with legacy technology, management of stakeholders and the long onboarding periods - choosing the right technology can be equated to being dropped into the middle of a minefield and your job is to lead your team to safety.
  5. 5. 4 The search industry today
  6. 6. 5 An evolving, growing channel In 2017, $92.4 billion was spent on paid search advertising worldwide Google retains a stranglehold of this market and is constantly innovating to help advertisers maximize ROI. The industry is about much more than text ads nowadays; search allows brands to meet customers at the very source of demand, whether through text, images, or videos, across multiple devices and languages. The areas driving growth in 2018 will be: Increase in smartphone usage and accompanying new features to advertise at these moments. Intent-based audience targeting across channels. More enlightened attribution will reveal the value of search through the purchase journey. Dynamic search ads and product listing ads adoption will continue to grow. Competition will drive innovation from Google, to the benefit of advertisers Digital Benchmark Report, Marin Software, Q4 2017
  7. 7. 6 Mobile share of PPC spend Mobile has surpassed desktop and is still growing Digital Benchmark Report, Marin Software, Q4 2017
  8. 8. 7 Digital spend dominated by Google & Facebook Digital spend is growing, but the vast majority of incremental dollars are going straight to Google and Facebook. Advertisers would welcome a third (and fourth) alternative, but for now the foundations of a digital marketing campaign have to be build on these two platforms for most companies. This hegemony has significant implications for advertisers – both positive and negative.
  9. 9. 8 The market is increasing in complexity Google and Facebook are diversifying their offerings, while other competitors enter the fray.
  10. 10. 9 The modern paid media funnel Universal App Campaigns Facebook lead ads Video ads Unbranded searches Visual search Image search YouTube GDN Dynamic remarketing Customer match Branded searches Dynamic product ads Amazon sponsored ads Consideration Awareness/Discovery Purchase Retention
  11. 11. 10 AdWords average CTR remains high Compared to other channels, AdWords still delivers high engagement rates.
  12. 12. 11 Competition drives Facebook CPMs up Facebook is still maturing and it requires a highly agile approach to strategy.
  13. 13. 12 While FAN average CTR drops Facebook’s Audience Network remains a work in progress.
  14. 14. 13 LinkedIn CTR slowly increasing CPMs are increasing at a similar rate, however.
  15. 15. 14 LinkedIn CTR slowly increasing CPMs are increasing at a similar rate, however.
  16. 16. “” “” 15 Demis Habassis, DeepMind Our A.I. is more powerful because we have removed the constraints of human knowledge.
  17. 17. 16 Opportunities to grow: Creative depth Machine learning algorithms need more options to refine their targeting.
  18. 18. 17 Opportunities to grow: Audience usage Audiences and keywords can combine to create more sophisticated campaigns.
  19. 19. 18 The role of Bid Management Software Creating profitability out of increased complexity.
  20. 20. 19 These vendors solve business problems
  21. 21. 20 They drive better business results
  22. 22. 21
  23. 23. 22 How to choose the right technology partner A five-stage process to refine your search.
  24. 24. 23 Company profiles
  25. 25. 24 Kenshoo Full-funnel search and social platform. Kenshoo is particularly well positioned to take advantage of the evolving paid media landscape. o After launching a pioneering partnership with Pinterest and adding a list of new features to improve Amazon performance, Kenshoo offers a paid media management solution that will appeal to marketers with complex and multifaceted campaigns under their management.
  26. 26. 25 DoubleClick Search Deep integration with the DoubleClick stack. DoubleClick Search has established a prominent position as a user-friendly platform with sophisticated machine learning technology at its core and accurate reporting on cross-channel, cross-device performance. DoubleClick’s proprietary Floodlight tag provides a seamless integration of online data sources and the ability to add custom dimensions, while it is also possible to upload offline data into the platform.
  27. 27. 26 Marin Software Deep integration of search and social. Marin Software sees Google and Facebook as the core components for marketers to get right first, but support is also provided for emerging platforms like Pinterest too. Their position as a third-party solution allows Marin Software to be publisher agnostic and provide unbiased strategic recommendations to its clients.
  28. 28. 27 Adobe Advertising Cloud Support for complex campaigns that span on- and offline media. Customers who already invest in other Adobe marketing products may find Adobe Advertising Cloud to provide the most profitable results, as the platform turns this data into more accurate audience targeting. In fact, over 200 metrics from Adobe Analytics are synthesized to create audience segments that can be uploaded to AdWords.
  29. 29. 28 Acquisio Advanced search management for businesses of all sizes. The proprietary Acquisio Turing technology brings predictive analytics to this vendor’s platform, along with the ability to update bids every 30 minutes. Acquisio also offers highly valuable features like the ability to sync with real-time inventory and dynamically update ads based on stock levels and prices
  30. 30. 29 Wordstream User-friendly PPC management for SMBs. Wordstream’s core customer base is in the small/medium-sized business market and its USP is that it simplifies paid search to provide business owners with advanced technology at a lower cost. Wordstream’s automation technologies can implement account best practices to any AdWords campaign.
  31. 31. 30 The ClickZ and SEW community survey
  32. 32. 31 Scope and methodology This guide is aimed at paid media marketers who are evaluating the most suitable technology partner to boost their digital advertising performance, in particular through search. For this guide, we have considered 6 vendors that provide bid management, cross-channel optimization, and analytics solutions for paid search, social media, and display campaigns. The vendors we have analyzed were chosen based on their position as renowned market leaders, combined with the opinions of our industry experts and the responses to our survey from the ClickZ and Search Engine Watch (SEW) community. Industry research Survey responses 1,600+ Expert advisors Market-leading vendors 6
  33. 33. 32 ClickZ & SEW survey criteria
  34. 34. 33 Bid management Assessing how effectively each vendor manages search budgets to hit campaign objectives.
  35. 35. 34 Bid management subcategories
  36. 36. 35
  37. 37. 36 Automation Using rules-based or AI-driven automation to get better results and increase search marketers’ productivity.
  38. 38. 37 Automation subcategories
  39. 39. 38
  40. 40. 39 Cross-channel capabilities Vendor support for channels outside Google and Bing search, including social media and display.
  41. 41. 40 Cross-channel subcategories
  42. 42. 41
  43. 43. 42 Strategic insight Assessment of the additional insight each platform provides into audiences, competitor activity, and projected account performance.
  44. 44. 43 Strategic insight subcategories
  45. 45. 44
  46. 46. 45 Analytics and reporting The integration of multiple data sources and the effectiveness of reporting dashboards.
  47. 47. 46 Analytics and reporting subcategories
  48. 48. 47
  49. 49. 48 User experience Analysis of how intuitive each platform is, and how effective the training and support are for clients.
  50. 50. 49 User experience subcategories
  51. 51. 50
  52. 52. 51 Overall results
  53. 53. 52
  54. 54. 53 User experience results Best for multi-channel digital: Kenshoo Best for display/search: DoubleClick Search Best for social/search: Marin Software Best for full-funnel marketing: Adobe Advertising Cloud Best for search: Acquisio Best for SMBs: Wordstream
  55. 55. 54 Key takeaways
  56. 56. 55 User experience results The distinctions between these vendors are subtle and often come down to the following considerations: Integration with brand’s current tech stack Effectiveness and frequency of vendor’s bid adjustments Performance prediction accuracy Mobile/local targeting features Social media management capabilities Support for marketing channels beyond search and social Reporting dashboards Cost
  57. 57. Buyers forum