Marin Software Releases Enhanced Campaign Automation Solutions

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Leading paid search management application provider delivers enhancements that synchronize search engine marketing campaigns with inventory and promotions

Marin Software, provider of the leading enterprise-class paid search management platform, today announces the release of advanced campaign automation solutions. Marin Search Marketer’s enhanced functionality now makes it even easier for advertisers to generate and manage highly relevant search marketing campaigns. Synchronizing campaigns with current catalogs, inventory, and offers increases the effectiveness of marketing programs by improving creative relevance, leading to higher click-through rates, conversion rates, quality scores and return on ad spend.

Building out comprehensive and relevant search marketing campaigns is a time consuming process for advertisers with large and continuously changing product catalogs. This process requires marketers to coordinate closely with merchants and web teams to make sure changes in site merchandising and product inventory are reflected accurately in search campaigns. Marin’s Dynamic Campaigns solution automates the generation and management process for these campaigns, enabling marketers to efficiently maintain campaigns, groups, keywords and creative that accurately represents their entire inventory.

With large sets of product specific keywords, it can be challenging to calculate appropriate bids. Marin Software’s proven bidding solution accurately places bids for keywords in Dynamic Campaigns; automatically optimizing these campaigns according to search marketer’s custom business goals. The Dynamic Campaigns solution uniquely allows marketers to optimize to product specific margin goals, fully accounting for costs of goods sold, in order to maximize profits. Marin also allows marketers to link keyword spend to product inventory, automatically pausing bidding when inventory reaches levels that will cause conversion rate to drop.

Creative with product specific and promotional details usually have higher click through and conversion rates. Marin Software’s Dynamic Campaigns automates the process of generating relevant creative from product attributes. Marin’s latest enhancements to this solution make it even simpler for marketers to create and edit templates for Dynamic Campaigns. These templates allow marketers to dynamically insert the item name or price for a product into individual creative, as well as deep link ad copy to the product page rather than a generic category page.

Search marketers are often required to work late nights or early mornings to push promotional changes of creative or bids to the search engines. Today, Marin announces Scheduled Actions, a feature that makes it possible to schedule campaign changes in advance for delivery to search engines. Now, marketers can prepare in advance for upcoming promotional or seasonal changes such as bid increases or adjustments in creative messaging, instead of having to push them during off hours.

Dynamic Campaigns and Scheduled Actions are generally available. Marin Software has dozens of customers, including Elite SEM and Lasoo, currently using Dynamic Campaigns to link their search programs with their product catalogs and inventory. With the use of Marin’s Dynamic Campaigns, Lasoo is able to advertise a dynamic catalog of over 100,000 promotional offers that the company generates each month, doubling click-through rates and increasing campaign quality. Elite SEM saw markedly enhanced performance using Dynamic Campaigns for an online retailer, boosting revenue by 40% and decreasing cost-per-conversion by 38% for one of their clients.

Quotes:
“Lasoo provides upwards of 100,000 offers each month,” said Damien Donnelly, search manager for Lasoo. ”By dynamically creating ads that represent our inventory Marin has helped us drive higher value visitors through paid search and improved the quality of consumer’s experiences by linking them directly to the offers they’re interested in.”

“Marin Software continues to focus on providing innovative solutions to make search marketers more efficient and effective.” said Chris Lien, chief executive officer for Marin Software. “Marin’s Dynamic Campaigns help search markets maintain well merchandized search programs without spending hundreds of hours building campaigns, groups, keywords and creative.”

About Marin Software:
Marin Software is the leading provider of enterprise-class paid search management applications worldwide. The company’s flagship product, Marin Search Marketer® is designed to address the workflow, analysis, and optimization needs of large scale advertisers and agencies, saving time and improving financial performance. Marin Software has over 200 customers and its technology is used globally to manage more than $1 billion of annual search spend. Leading advertisers and agencies using Marin Software include Razorfish, Neo@Ogilvy, University of Phoenix, Macy’s, KAYAK, PriceGrabber, and Reply.

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Kari Moe Straley
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