Marin’s easy integration with a variety of analytics systems helped us minimize changes to client websites and URLs, enabling quick and painless deployments for current and future clients.”
Director of Media, Sitewire
Founded in 1999, Sitewire is a full-service digital marketing agency that provides clients with the necessary tools to successfully engage with customers in the digital space. Sitewire manages approximately $10 Million in paid search spend yearly across a client list that includes leading brands such as Sears, Olive Garden, Red Lobster, Pulte Homes, and Sage.
With paid search representing a large and growing share of Sitewire’s online marketing services business, the agency needed a solution that would enable them to efficiently build and manage search marketing programs for clients with varying business goals, business systems, and reporting requirements.
Each of Sitewire’s clients has unique analytics systems in place that provide varying levels of access to data relevant for their search marketing program. These systems, including Google Analytics, Doubleclick DART, Omniture, Webtrends, and custom tracking systems, were not integrated with the publishers. This forced Sitewire account managers to spend a significant portion of their time manually stitching together data sets and doing analysis in Excel. Compounding this problem, Sitewire has limited access to client websites, precluding them from implementing a proprietary tracking solution. They required an open platform for managing paid search with a proven track record of integration with the variety of analytics solutions in use by their clients. Sitewire was also looking for a tool that provided cross-publisher editing and reporting capabilities, in order to reduce the amount of time spent combining performance data from multiple systems and copying changes across publishers.
Sitewire used a two month evaluation period to perform a comprehensive assessment of paid search management applications available on the market. After evaluating a variety of options, Sitewire chose Marin Software because it provided the flexible data services infrastructure they needed and an easy-to-use interface.
Marin Software has provided tracking and revenue integration with each of Sitewire’s clients’ analytics systems including Google Analytics, Doubleclick DART, Omniture, Webtrends, and a client’s internally built tracking system. In addition, for clients without existing systems in place Sitewire has been able to leverage a proprietary Marin tracking pixel. By integrating with current client systems and automatically reading and generating URLs in existing client formats, Marin Software made it possible for Sitewire to minimize the changes required to client websites and URLs, reducing time to deployment and avoiding loss of quality score history. Flexibility from Marin Software made it possible for Sitewire to deploy Marin Software quickly across all of their clients, with one deployment taking less than a day. And time savings didn’t end with deployment; Marin’s analytics, reporting, and cross-publisher bulk editing tools provided key workflow enhancements for Sitewire, providing significant gains in day-to-day efficiency.
Marin Software has delivered significant improvements in efficiency and performance to Sitewire and their clients. The revenue integrations with Marin Software have allowed them to make smarter bidding decisions based on keyword level revenue and ROI data. More importantly, implementing a single paid search management platform has provided the Sitewire account managers with significant time savings, including:
Sitewire has been able to re-allocate the time they used to spend on daily campaign management and bid optimization to other tasks that improve campaign performance such as identifying profitable new keywords, managing quality score and refining match types. Easy access to performance data has made campaign analysis and reporting significantly more efficient. In addition, Marin Software’s open platform and ability to integrate with a wide variety of tracking and analytics solutions provides Sitewire with the ability to onboard new clients quickly and easily without changes to existing sites and URLs.