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tagged: adwords, bing, google, internet advertising, ppc, search, search engines, td integral, yahooSearch Engine Desktop Tools
Just read this interesting article on search engine land regards the search engine desktop tools.
http://searchengineland.com/inside-the-big-3-search-engine-marketing-desktop-editors-38660
Unsurprising that Google Adwords Editor seems to be the clear winner here. Not only was it the first tool to market, but has far and away the best functionality of the three.
I remember when I started using it to manage some of my accounts, and the time savings it bought over using the interface was massive. Also Searchware has never been good at the campaign management side of things so it was a really useful tool. Many people were happy to also see Yahoo! (Yahoo! Search Marketing Desktop)and Bing (Microsoft adCenter Desktop) launch their own desktop editors but they just don’t have the same features as Adwords Editor and therefore provide a further barrier for account mangers on these engines. In fact the Yahoo! has the significant drawback of not allowing you to copy and paste from Excel, and the adCenter tool has some issues when uploading submissions.
A HUGE advantage of all these tools, is that you can use them offline. Very useful to leave some work to do when travelling on the train etc.
The article concludes with the author suggesting that these tools will actually overtake traditional online (SaaS) SEM tools. Whilst I think people will use the desktop tools more than the engine interfaces, I cannot believe you’d use them over a decent SEM tool. If we look at our own offering td Integral the reasons being would be:
• Far better tracking than the engines
• One interface to manage all/cross engines
• Cross engine features such as keyword uploads
• Sales attribution
• Bid Management tools
• Inventory Management
• A/B testing
• Cross engine/media analysis
Whilst the desktop tools do offer some competition to td Integral, I think they are very different tools. The competition would actually be greater in markets where they only use Google for instance, but even then, the vast majority of the advantages listed above, would still apply.
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