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There is always a lot of talk about how the little guy can make it in the big sea of search marketing, but in our interview with Marc Barach of Marin Software, he focuses on some of the challenges the large advertisers face in the industry.
A few of the issues that large advertisers face specifically are:
1. Managing giant data sets between the 3 main publishers: Google, Yahoo, and Microsoft
2. Matching revenue in order to set intelligent bids based on ROI
And the main problem these big guys face is…
3. A lack of tools — the tools they are using and have available aren’t sufficient for their needs.
As a result of these problems looming in the faces of large advertisers, Marin developed software geared toward very large paid search campaigns. Marc told us in the interview above that these large advertisers are their “niche.” When he says “large” he means campaigns running 1 million or more keywords, or advertisers who are spending more than $100,000 monthly on their paid search efforts.
Managing a campaign of that capacity can be very daunting. It can easily turn into a big mess of numbers in which it is hard to see what is going on and how to optimize it. With the Marin Search Marketer application, search marketers can cut through all of those numbers and effectively run their business in the 3 major engines: Google, Yahoo, and Microsoft.
Although Marin gears themselves toward the larger advertisers, Marc also shares some helpful advice that any search marketer can apply. To begin, while Google does occupy a large majority of the market share, the other 35 percent or so from the other search engines should not be ignored.
Marc suggests going after the other search engines just as you would with Google. If you don’t, Marc says you are “leaving money on the table.” I highly doubt anyone in this economy wants to let any money go to waste. 
What other problems do large advertisers face? If you have found any tools to alleviate these challenges, please share them with us.
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Hi Darren, There are about 20 – 30 PPC Management tools on the market. Here’s a list of tools I have found so far, in Alpha order, some are more focused on keyword & others on bid strategies but they all have some great features that may be useful for you. I also find that I personally have a hard time just trying to use a “tool” as there are times when I want to go into the campaigns UI itself & the biggest thing to look for if you do this as well is compatibility in the data between the tool and the online UI. I would rather not recommend any certain one because each have their own features that can work well for different business models. It really depends on your budget as far as what you want to spend on a tool and how much time you feel it will save you, and then I would suggest to decide what is right for you.
)
1. Acquisio
2. adCore
3. Adgooroo
4. Atlas
5. Bid Hero (Lyris)
6. BidMax (Apex)
7. BidRank
8. Clickable
9. ClickEquations
10. Clicksweeper
11. Coremetrics
12. DART
13. Keywordmax
14. logic361
15. Makemetop
16. Marin Software
17. Mediaplex
18. Omniture
19. Performics
20. PPC CoPilot
21. PPC SaaS
22. Ppcsaas
23. SearchForce
24. Searchignite
25. SearchMarketingTools.com
26. Web CEO
27. WebTrends
28. WordStream
I hope this is helpful.
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Dear Rachelle, I manage Over 100 K Seacrh Terms on 6 SE’s and I am looking for a software solution any suggestions??
I am happy to see that Marin Software is not forgetting to point out the market share that SE’s other than Google can contribute to an advertisers ROI. I have been finding that Yahoo & MSN return just as good if sometimes not even better results as Google.
Managing online campaigns still is challenging because I find myself wanting to use both a 3rd party management tool as well as go into the individual SE’s PPC management UI’s themselves to work on campaigns. The highest impact I can see will be for these types of 3rd party ppc management tools to allow for flexibility of using both their tools & the online UI’s of the SE’s advertising accounts simultaneously which will mean a need for closer interaction of data & API pulls.