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Side by side: Comparing two performance marketing tools/agencies

Columnist Andreas Reiffen shares his method for testing two different AdWords tools/agencies -- a process which could also be applied to test different campaign strategies.

Andreas Reiffen on January 25, 2018 at 3:42 pm

As performance marketers, we’re conditioned to want to test everything. From the impact of feed titles to the incrementality of each channel, we want to be sure that we’re making the right choice before we commit all our resources to something.

That goes for deciding which tools/agency to use as well. Moving your performance marketing activities from one tool/agency to another (or picking one to start with) is a big commitment and not one you should take lightly.

Most (probably all) tools/ agencies claim to do the same basic thing: improve your campaign performance. The way they do this or the methods they use will differ, but with so much choice out there, how are you to know which one will actually deliver?

[Read the full article on Search Engine Land.]

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Andreas Reiffen

Andreas Reiffen is an entrepreneur, marketing technologist and thought leader in data-driven advertising. Between 2006 and 2008 Andreas operated as a PPC super affiliate working for Zappos and other retailers. In 2008 he founded crealytics, the Berlin-based provider of camato, the leading Google Shopping Tool to automate PLA campaigns and improve performance. Several of the largest international Ecommerce retailers are using camato to manage Google Shopping in more than 100 markets across the globe, generating over $3B in revenues per year. camato has been shortlisted for numerous awards in 2016 including European Performance Marketing and Drum Search.