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.
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.
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:
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.
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.
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