Dave Yovanno, CEO, Marin Software
The company's clients rave about the results they've achieved with the platform, and Marin's current leaders are carrying on the founders' commitment to customer success and driving efficiency with technology. Vice President of Global Marketing John McNulty is a true veteran of the industry who was so certain of his chosen profession that he began working in advertising while he was in high school. He has seen three decades of change and innovation in the industry. CEO Dave Yovanno worked two jobs the summer between his freshman and sophomore year of college so he could buy a computer, and in the early days of the internet he designed the first website for his graduate program at George Washington University.
Yovanno took the CEO reins from Lien in early 2014. There's a similarity in the way neither Lien nor Yovanno can resist trying to solve a business problem or optimize performance using data and technology. Over the course of his career, Yovanno has built a solid track record of performance breakthroughs. During his tenure at Conversant, a company that helps build relationships between brands and consumers, Yovanno worked with a client in Tel Aviv that was experiencing a pattern of downturn every month but was reluctant to share the data with Yovanno so he could figure out what was wrong. He got on a plane, showed up in Tel Aviv, and as he tells it, “I told them I wasn’t leaving until we figured this out.” Yovanno was able to get the data he needed to solve the problem. The breakthrough helped Conversant make it through an economic downturn when a lot of companies were going out of business. It’s a longer trip to Tel Aviv than it is up and down Highway 101, but the tenacity that spurred those trips makes it easy to see why Yovanno was chosen to succeed Lien.
Bing Ads conversions increase by 67% with Smart Sync
Get your copy of Marin Software’s white paper Bing Shopping Campaigns – Best Practices Guide
Marin's current platform includes a solution called Smart Sync, which is designed to copy and perpetually sync campaigns from Google to Bing in just a couple of clicks. Any changes made to creative or other elements are automatically synced with Bing, while the bidding remains search engine independent. “You get the opportunity to see the performance of all your campaigns across all these publishers in one place and whether or not you’re spending effectively for each publisher,” says Jane Felice, senior product marketing manager. “You can see any performance improvements in Bing Ads and easily transfer marketing spend or allocate your budget accordingly.” McNulty adds, “Basically, we’re making it easier for advertisers to seize opportunities unique to Bing and the Bing network.”
The reward for Marin clients’ increased investment in Bing Ads is more business — a lot more business. One client, The Quote Company, generates sales leads for power suppliers and home service providers. The Quote Company recently used Smart Sync to copy its Google AdWords campaigns into Bing Ads, allowing it to manage the campaigns in tandem. So far, the company has seen a 67% increase in conversions and saved two hours of campaign management every week.