For businesses that want to reach consumers directly, pay-per-click (PPC) advertising is a fast way to get your website in front of customers.
Unlike Search Engine Optimization (SEO), which can be done for free, PPC requires advertisers to pay a fee each time users click an ad. Placing an ad at the top of search engine results requires a bidding process that can be expensive and tiresome.
While businesses and advertisers could try PPC out for themselves by bidding on platforms like Google Ads, multiple companies offer software that streamlines PPC efforts.
For the uninitiated, these two companies appear to offer similar services, but there are notable differences in each company’s suite of products. For discerning businesses and advertisers, those differences could make or break an ad campaign.
Let’s take a look at each company and find the pros and cons of what they have to offer.
Wordstream’s PPC platform is an all-in-one software that lets businesses build their ad campaigns on any budget.
This platform is well regarded as a tool for brand new advertising teams with easy-to-use features that will walk them through your first PPC experience. Also, the ability to scale campaigns allows larger groups to use Wordstream as the business grows.
Wordstream helps advertisers optimize their campaigns by offering new keywords to help them stay competitive. Users can expect helpful monthly reports that track the performance of ads and make suggestions moving forward.
However, this platform does have compatibility issues with GoogleAds, which is the largest market for PPC ads on the Google search engine.
Also, setting bid amounts on the platform could be easier. Especially for new advertisers, mastering bids helps save money and optimize PPC spending.
Marin’s PPC platform offers maximum flexibility for PPC advertisers, making it an excellent choice for more experienced teams looking to optimize their campaigns.
Marin allows advertisers to tinker with all aspects of their campaign, including bid amounts, keywords and more. For businesses looking for maximum control over advertising, this platform may be a good option.
Another great feature Marin offers is an AI-assisted bidding function that optimizes ad bids dependent on the keyword. That feature helps newbies and experienced advertisers find the perfect amount to bid.
However, some customers complain about Marin’s support infrastructure, which can be challenging to interact with.
Which Software is the Right Choice?
For businesses looking for a one-stop PPC advertising platform that works for newcomers and experienced advertisers alike, Wordstream is an excellent choice.
Not only is the UX easy to use, but first-timers can feel comfortable optimizing their bids and tracking their best-performing content.
If an advertising team is looking for maximum control over their campaign, Marin Software’s platform gives them as much control as they want for their campaign.
Also, Marin’s bidding technology will help optimize bids with ease.