Tag Archives: Bid Management Tools

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ClickZ Buyers Guide | Bid management platform review: Kenshoo

Search Engine Watch sister publication ClickZ recently launched an innovative new series of buyers guides, created with the aim of cutting through the complexity of the martech landscape to help our readers make better decisions about vendors.

The first in the series is dedicated to bid management platforms. With more than $90 billion spent on paid search in 2017, these software packages play a vital role in deriving maximum value from a brand’s digital media budget.

The role of a bid management platform has changed significantly over the past decade, in line with the increasing sophistication of the digital media industry. Although the foundations of a successful paid media management platform remain rooted in the effective spending of AdWords budgets, the modern marketer also requires support for social media advertising, attribution modeling, and cross-channel strategy.

Earlier this week, we profiled Acquisio, one of the leading bid management platforms featured in our buyers guide. In this article, we’re going to look at another leader in the bid management space: Kenshoo.

Kenshoo Company Profile

Kenshoo has been a leader in the bid management space since 2006 and its position as a third-party vendor allows space to innovate and work with clients without the potential for bias to enter the equation. This independence also allows Kenshoo to pursue new, promising channels and functionality that makes it easier for clients to work across channels – scaling, shifting budget, and measuring results across them.

Our survey revealed Kenshoo to be the market leader for enterprise-level digital media campaigns.

Although this is a highly competitive industry with many worthy contenders, Kenshoo shaded the assessment categories that matter most to advanced search marketers. These included cross-channel campaign management, strategic insight, and paid search automation. The overall scores can be seen in the screenshot below, with 5 being the highest possible score:

ClickZ Buyers Guide | Bid management platform review: Kenshoo

Furthermore, Kenshoo’s Creative Manager for search and social adds a further dimension to the platform and places the company in a prominent position as search evolves into a more visual marketing medium.

Overall, Kenshoo’s focus is on developing technologies that make a tangible difference to their customers’ businesses.

The usage levels of its features are monitored constantly and the company’s sizeable team of engineers focuses on delivering the innovations that its customer base craves. It is this approach that leads to developments including highly effective performance forecasts, real-time reporting dashboards, and the ability to load high volumes of campaign data almost instantly.

Kenshoo: The ClickZ and SEW customer survey

Throughout the search industry‘s evolutionary process, Kenshoo has remained at the forefront of innovation. Within our customer surveys, vendor interviews, and expert consultation, Kenshoo was a consistently high scorer and was roundly praised for the features it provides for large, complex accounts.

The three areas in which Kenshoo received its highest scores in our community survey were:

ClickZ Buyers Guide | Bid management platform review: Kenshoo

In fact, Kenshoo was the leading scorer out of all platforms in our survey in the cross-channel and bid management categories.

A particular highlight was Kenshoo’s adoption of audience management for prospecting and
remarketing across Facebook and Google. This helps its clients to nurture their audience lists and gain maximum returns on their data.

Due to the development of the industry from a keyword-led approach to intent-driven audiences, this will be a core consideration for brands assessing the vendor landscape.

Search is about much more than bottom-funnel acquisition nowadays, with the advent of much more varied visual formats and the ongoing shift to video. Kenshoo’s support for emerging media formats and channels was seen as a core strength of the technology, particularly its early adoption of both Pinterest and Amazon advertising.

These campaigns can be synthesized into one strategy alongside Search, Shopping, and Social campaigns to provide strategic insight into overall performance. A natural extension of this category, and an area of increasing focus within the industry, is the availability of attribution models that elucidate campaign spend and returns by channels.

Once more, Kenshoo was among the highest scorers in this category as it is host to a range of attribution models and allows for a degree of customization by marketers, based on their company’s weighting of each channel’s significance.

Kenshoo’s bid management algorithms that deliver improved returns on cross-channel budgets also received very high scores in our survey. Recent architectural changes enable clients to analyze millions of keywords in a matter of seconds with no volume limits, a significant benefit when managing large, complex campaigns.

One highlight from the vendor interviews was the ease of use of their new Budget Manager, which allows clients to visually model a range of future scenarios based on their planned media spend across multiple channels, objectives, audiences, product categories and geographies. This capability allows marketers to plan more frequently and to quickly get answers to questions about the impact of their budget.

It is also worth noting that Kenshoo was among the three highest-scoring platforms for client support in our survey. This was driven by the company’s focus on providing expert support for enterprise accounts, with customers citing both the availability and the knowledge of their representatives as notable strengths. Kenshoo also has a large research team, with whom clients can work to dig deeper into search data and uncover new insights.

ClickZ overview: Kenshoo

Kenshoo is an effective technology that contains a multitude of advanced features that will help marketers extract maximum value from their media budget. Moreover, it provides additional value on top of the core bid management algorithms that marketers have come to expect.

By focusing on where the industry is headed and developing features that provide clients with a competitive advantage, Kenshoo looks poised to maintain its position as a market leader in this field for some time to come.

To learn more about our readers’ evaluation of the different bid management platforms featured, follow this link to download the Buyers Guide to Bid Management Tools on ClickZ.

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ClickZ Buyers Guide | Bid management platform review: Acquisio

Search Engine Watch sister publication ClickZ recently launched an innovative new series of buyers guides, created with the aim of cutting through the complexity of the martech landscape to help our readers make better decisions about vendors.

The first in the series is dedicated to bid management platforms. With more than $90 billion spent on paid search in 2017, these software packages play a vital role in deriving maximum value from a brand’s digital media budget.

Within this article, we take a look at one of the leading platforms covered in the first ClickZ buyers guide: Acquisio.

The core component of the ClickZ bid management vendor guide is a customer survey, sent out to the readerships of both ClickZ and Search Engine Watch. It received more than 1,600 responses and evaluated technologies across the following six areas:

The role of a bid management platform has changed significantly over the past decade, in line with the increased sophistication of the digital media industry.

Many of these software packages now employ machine learning algorithms to identify patterns in historical data and use this knowledge to predict future trends.

Based on this insight, budget can be shifted automatically to the areas that will deliver the best returns. This can be achieved across devices, across campaigns, and even across different media channels.

Throughout our survey, one platform that was consistently praised for its ability to deliver these improved results while also providing an accessible interface is Acquisio.

Acquisio: Company profile

Acquisio, which was acquired by Web.com in 2017, actually started life as an agency that developed a suite of proprietary tools. The potential of this technology to improve paid search performance was such that the company soon shifted its focus to specialize in bid management software.

The platform has developed rapidly since then and provides access to advanced machine learning technology to businesses of all sizes. This is primarily achieved through the Acquisio Turing (™) product, which powers predictive bid and budget management across search, social media, and display.

ClickZ Buyers Guide | Bid management platform review: Acquisio

Through its acquisition by Web.com last year, the company has maintained its focus on the areas that matter for its customers, such as the speed of the user experience, the performance improvements the platform brings to PPC campaigns, and insightful reporting dashboards.

Acquisio core strengths

Within our customer survey, there were some clear strengths highlighted by Acquisio customers. In particular, the platform’s core bid management technology drew praise for its clarity and efficacy. The ability to mirror campaigns across channels and keep this automatically synced over time was frequently noted by clients as a significant positive.

ClickZ Buyers Guide | Bid management platform review: Acquisio

Furthermore, Acquisio customers gave positive feedback on the technology’s reporting dashboards and the support clients are offered. In the case of the latter, Acquisio was among the highest scorers of all platforms reviewed in our survey. During our vendor interviews, the thorough nature of the onboarding and training process was clearly a focus for the company.

As we can see in the chart below (5 is the highest possible score), Acquisio was shown to be a very effective all-rounder in our survey, with the user experience and bid management capabilities both singled out for praise. This diagram shows the average score given to Acquisio across each of our six core assessment criteria:

ClickZ Buyers Guide | Bid management platform review: Acquisio

This compares favorably to the competition, as we can see in the chart below, which shows Acquisio’s score in each of the assessment categories against the average of the other five platforms in the survey.

Bid management, strategic insight, reporting, and user experience all resulted in high performance for Acquisio. Acquisio’s reporting dashboard received particular praise for its intuitive and informative nature, showing performance data from search engines alongside Facebook and Instagram.

ClickZ Buyers Guide | Bid management platform review: Acquisio

Acquisio automatically moves budget around multiple campaigns and/or publishers to maximize traffic and budget attainment, which has contributed to its positive scores within the cross-channel category.

This vendor also offers some specific tools for SMBs within its Promote product, which simplifies the campaign creation and bid management process. Once more, this adds to the accessible nature of the platform for businesses from SMBs up to enterprise-level digital campaigns.

ClickZ overview: Acquisio

Where Acquisio excels is in its ability to offer advanced search management at a comparatively low price point. This is coupled with an intensive, supportive training program that ensures all team members are able to get the most out of the technology.

Although other platforms in our guide provide a broader range of features beyond the core areas of search and social, marketers need to weigh up how important these factors are when considering a bid management vendor partner.

Acquisio has a clear focus on providing the best possible search and social media marketing platform and it competes very well on these fronts. With a 21 day free trial on offer too, it is an excellent option for marketers looking to take their search strategy to the next level.

To find out more information about Acquisio, you can download their Marketer’s Field Guide to Machine Learning on ClickZ. Or follow this link to download the Bid Management Tools Buyers Guide and learn about our readers’ evaluation of the other platforms profiled.