Marin Software recently announced a new way for businesses to collect data across the channels they want to market and advertise in. With "Channel Connect," Marin's latest product feature, businesses are able to easily track advertising across multiple publishers – not just Google or Bing – in one platform.
After targeting the big publishers like Google, Marin said most advertisers have a second-tier list of publishers that matter to them, whether its niche- or region-specific; for example, Yandex.
"Channel Connect is about building an ecosystem of publishers that Marin partners with, and allows clients to bring in data from other publishers that we don't through direct API integration," said Niharr Gupta, senior product manager at Marin.
With the announcement, Marin announced partnerships for Channel Connect that include AOL, Adlux, adMarketplace, BrightEdge, Sendori (Ask.com), Yandex and an organic search partner, Conductor.
Not having this type of data in the past has steered many advertisers away from pursuing these publishers for advertising, Marin said. With the availability of this data in one platform, it helps not only advertisers, but also second-tier publishers to better market their advertising product.
"Our partnership allows the publisher to send us data on behalf of the customer into their Marin account," Gupta said. What this does is allows advertisers to manage and optimize their accounts daily within Marin in the same manner they would for publishers like Google.
In addition, Marin added a new organic feature that allows customers to track organic search performance in the same dashboard.
Marin's organic search partner Conductor now sends information to the software company on a regular basis related to a customer's organic metrics like clicks and average position.
During the demo of the new functionality, Marin mentioned it could even track organic revenue by keyword. However, this was prior to the unleashing of Google "(not provided)" around September 23.
"While the demo we showed was focused on the keyword term, we can alternatively show the metrics at the landing page grain. The landing page metrics are unaffected by the Google change and are of equal importance to the advertiser," Gupta said. "We further expect to be able to infer keyword-level performance by combining landing page performance with relative estimated traffic volume for the keywords that go to that landing page."
He added, "This obviously makes the assumption that different keywords for a given landing page will perform at similar levels – not such a bad assumption in our experience."
When asked how Channel Connect can help decisions related to both paid and organic search together, Marin said the latest functionality was focused on bringing all the data all in one place for reporting, and the next step is to offer additional ways customers can better leverage both paid and organic data.
However, there are ways the new functionality can currently give insight into both. For example, looking at a keyword's performance across organic versus paid is definitely an option, especially when examining average position, said Gupta.
If you're looking to improve the average position rank for a specific keyword, Gupta said you can see how your average organic position might correlate with the performance on the paid side as it relates to increased conversions.
You can also use the data to set bidding rules that state, for example, if your organic position increases by a X amount, you can decrease your bid for that keyword on the paid side by X percent.
For more information on Channel Connect, check out this page.