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Paid search management application provider extends technology for managing and optimising paid search marketing using Facebook Ads

Paid search management application provider extends technology for managing and optimising paid search marketing using Facebook Ads

 

Marin Software, a provider of enterprise-class paid search marketing applications, has announced support for Facebook Advertising. The company’s flagship product, Marin Search Marketer, will provide management, reporting, and optimisation capabilities for advertisers and agencies using Facebook Advertising, saving time and improving financial performance.

 

Marin Search Marketer will provide the tools necessary to manage large-scale advertising programmes through Facebook Ads. By marrying impression, click, and cost data with conversion and revenue data, it said Marin Search Marketer would provide a complete view of campaign return on investment (ROI) and effectiveness. Management capabilities within the analytical interface will allow users to edit bids and creative individually or in bulk, to provide a streamlined workflow from analysis to action.

 

Critical social marketing function

 

The provider said understanding the impact of Facebook Ads on other advertising channels is a critical requirement for performance marketers. Marin Search Marketer will attribute conversion value across the clicks leading up to a sale, allowing users to understand, for example, the impact of Facebook ads on driving downstream clicks on paid search links and their ultimate impact on conversions. Using this solution, marketers will be able to properly value the impact of Facebook advertising on both immediate and latent conversion, and adjust campaign budgets accordingly, according to Marin.

 

Marin Search Marketer will enable not only support for audience targeting on Facebook, but also sophisticated reporting and management by audience segment. This will allow users to understand ad performance across any dimension – age, gender, location, interests, etc. – as well as target segments through differentiated bid amounts.

 

The process of determining bids for offers can be complex, with competitive and seasonal auctions making recalculating bids frequently a must. Marin Search Marketer will support automatic bidding on Facebook Ads using Marin Software’s bidding application, the most proven and scalable bidding solution in the industry.

 

Marin Search Marketer support for Facebook will be available in beta on 9 April, with general availability to follow this summer.

 

Taking account of growing ad spend

 

“We now manage hundreds of millions in advertising spend for large advertisers and agencies engaging in paid search marketing,” said Chris Lien, chief executive of Marin Software. “Our customers are increasingly turning to Facebook as a new channel to grow their marketing reach, revenue, and ROI. As they do, Marin will support them with the tools they need for analysis, management and optimisation of their Facebook campaigns.”

 

“Marin Software has used the Facebook Ads API [application programming interface] to build tools that will help online advertisers understand the value of advertising on Facebook,” said Grady Burnett, Facebook’s director of online sales and operations. “Marin Software’s audience management, automatic bidding, and cross-channel comparisons will be extremely helpful for our advertisers.”