Auch wenn ich den Rimm Kaufman Blog laufend verfolge, bin ich erst jetzt auf diesen Blog Post zum Thema SEA-Software aufmerksam geworden. Der eigentliche Artikel ist ok, aber die Musik ist in eindeutig den Kommentaren. Ich habe die Essenz in Form von Zitaten für Euch zusammengestellt und möchte zunächst einmalmal nichts hinzufügen.
“I agree that paid search is no longer new and sexy; and indeed, folks are less interested in hearing about it and talking about it. But it isn’t a “solved problem” and the range of quality in service providers is still huge”
“Those who rent tools not only have a hard time distinguishing themselves from every other shop that uses the same or similar rented tools, the SaaS licenses cost real money, taking a significant bite out of the bottom line.”
“software development is a) extremely expensive and b) a very different skill set than providing services. It seem entirely impractical for all but the very largest agencies to even consider it. At least in terms of full platform development – small point tools or utilities do make sense.”
“The cost of developing software continues to come down and with the advances in the Lean Startup & Customer Development movements I think that startups are getting smarter about how the spend their money and when they try to scale—focus is shifting to making sure you are solving the right problems and getting to product-market-fit before trying to grow.”
“Access to all the data, and the ability to customize our platforms and reporting is exactly why we built our own data warehouse web analytics solution.
After we had the right data in an accessible format everything changed–for the better. We could now ask any question we wanted and integrate it easily with our other data sources.”
“The current generation of tools is in many ways inadequate. Because it’s so hard and expensive to development, and due to lack of imagination in many cases, they broadly don’t provide the level of capabilities and flexibility they should. I think they can provide dramatic assistance to most practitioners, but they’re far from as good as they could be”
“Bid-management and attribution although helpful are used to optimize what should be a good foundation of PPC best practices and mean little when the underlying structures are weak—we end up optimizing sub-par accounts (Craig speaks about this problem quite a bit). What’s the point of robust, intelligent optimization platforms when your keywords aren’t “bid-ready”.Reporting & analytics for increased visibility (or truth) get us further in the evolution of the software, but in so doing have created mountains of work to perform based on the insights. We need software the does the robot work—that takes action on all of these actionable-insights, or at least facilitates action.”
“On top of needing better tools in the ways I’ve mentioned, I would agree that tools need to be less ridged. They should be extensible platforms (none are today) so if a craftsman needed a new element, because they had advanced insights into some element like bidding or testing or a metric, they could be modified and added easily. In other words the platforms should not be ‘all or nothing’ ‘our way all the way’ resources. They should allow vastly more serious personalization even to the point of programmed alteration or extensibility. My guess is you would appreciate this option too – the ability and need to only code those relatively small parts that you don’t like from large and otherwise well serving platforms?”
Now that it takes less money to start your startup, we are going to see lots of new players who are focused on solving the right problems.
Mich würde interessieren, wie Ihr die Lage einschätzt:
- Gibt es im AdWords-Technologieumfeld überhaupt noch nennenswerte Innovationspotenziale?
- Gibt es die SEA Killer-App? Nein? Wie würde sie aussehen?
- AdWords-Accounts zu managen ist ein echter “Hassle”. Wo lassen wir Federn, wo genau geht die meiste Zeit drauf?
- Wird sich eine mächtige “end-to-end”-Online Marketing Lösung, bestehend aus Keyword Tools, Product Feed Automatisierung, Conversion Attribution Management, Bid Management, Facebook Advertising, RTB, etc. durchsetzen? Oder wird man besser fahren, kleinere, spezialisierte Tools/Lösungen einzusetzen?