We asked our digital marketing experts at The Search Agency what their top picks are for the best search marketing platforms. These platforms develop and provide internet ad serving services used by agencies, marketers and publishers. We’ll admit, this ranking is a little biased considering that The Search Agency primarily uses only one of these platforms, but our experts weighed in and elaborated on how the other platforms should be ranked, as well.
3. Adobe Marketing Cloud
Coming in third place is Adobe Marketing Cloud — an integrated digital marketing suite that offers reliable reports and analytics as well as strong email and social media marketing. It also helps with SEO marketing, web design and building landing pages. The software has evolved quite a bit since it was only a few years ago that Adobe transitioned all of its products to being cloud-based.
The suite includes Adobe Analytics, Adobe Target, Adobe Social, Adobe Experience Manager, Adobe Media Optimizer and Adobe Campaign. It also offers real-time dashboards and a drop-down interface that allows users to combine content and analyze data. We like the integrations with social media platforms, but that’s about as extensive as its integrations get. It also doesn’t offer any sort of competitor analysis tools, which might be a deterrent if you want data to tell you where you stand in the market. Still, this online marketing solution is worth considering if you’re a new agency or marketer looking to easily grow and learn.
2. TIE – Marin Software and Kenshoo Infinity Suite
These two actually differ from each other quite a bit, but in the end, their pros and cons were pretty balanced. Some features of Kenshoo Infinity Suite far outshine other solutions we’ve evaluated, and it’s a great product for multi-channel management. Overall, though, it’s less favorable when compared to Marin Software — especially from a pricing perspective. Kenshoo tailors towards larger companies who have a large marketing spend; however, you’re getting a great tool that’s easy to use and can track across channels. Meanwhile, Marin has lower fees and is great for smaller companies. It’s well-suited when you have to integrate it with another data source, like an FTP (file transfer protocol), for example. The dimensions you can assign to campaigns or ad group levels help for easier performance management and reporting, but overall, many have found the system frustrating to navigate.
DoubleClick is a complete toolkit for managing ads, with features that include streamlined trafficking, targeting, advanced forecasting and reporting, revenue optimization and direct access to advertisers. DoubleClick is easy to navigate and provides robust reporting. In our humble opinion, DoubleClick is the best full-channel attribution platform that also provides bid management in search. It allows us to use the same tracking code for media optimization and attribution and reporting. It has the most advanced machine learning algorithms for media management in the industry and, as a Google product, Google develops new innovations for search ads faster than the other platforms listed. DoubleClick continually raises the bar by improving its algorithm and adding exciting, new bid strategy features. Curious to learn more? Paid Search team members Steven Cassettari and Sean Cohen tell us why they choose DoubleClick.
Do you have any favorite search marketing platforms that didn’t make it into our top picks? Would you have ranked these platforms differently? Let us know in the comments.