Marin Software has a new feature which allows customers to choose a position in the paid search results and stay there.
With “PositionLock,” Marin captures position data at a keyword level hourly, and then its algorithm factors in historical performance and auction conditions to push a bid to the ad publisher.
“We’re basically peeling out the position parameter from the referring URL, and with every click that comes in, we’re monitoring that,” said Matt Ackley, chief marketing officer at Marin. “Over the course of an hour, we get a good lock on what that position is, and then the algorithm works to adjust the bid on an hourly basis to lock in that position.”
Ackley said they’ve been testing the functionality and have seen good accuracy upwards of 95 percent with PositionLock’s ability to maintain a position throughout the day.
With the feature still in beta stage, Marin said it's opening it up to customers that would most benefit from PositionLock. "This is something that makes sense in a lot of cases, but it's something you want to use with a strategy in mind," Ackley said.
For example, you might not want to use PositionLock for every keyword you target, but retail events like Black Friday are a perfect example of when PositionLock can really come in handy, they said.
Earlier this month, Marin released Channel Connect, a feature designed to help marketers collect data across the channels in which they market and advertise. With that announcement, they confirmed partnerships with AOL, adLux, BrightEdge, Yandex and others.
These new features and partnerships come on the heels of Marin Software's March IPO, in which they exceeded expectations, raising $105 million with the sale of 7.5 million shares.