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.