Ultimate SEM Services and Product Guidebook 2012


The competitive landscape for search engine marketing can be a confusing one for potential customers to navigate. Our Ultimate Search Engine Marketing Services and Product Guidebook is designed to help clarify the space. The guide includes 30 major vendors and agencies that operate in the industry, as well as their respective offerings. The companies are divided into five key categories (shown in four charts below):




- The names of agencies and vendors are listed along the top column.
- Company types (e.g., full service digital agency, search specialist, etc.) are indicated by color and separated in individual tables.
- The first column on the left indicates key SEM components.
- The dark green columns to the right indicate specific features and services each company offers.
- Scroll down or click links above to see all four charts.  Each chart provides details on a different company type.*


 
360i
90
Octane
iCrossing
iProspect
Just Media
MediaWhiz  RedBricks Media
RKG | Rimm-
Kaufman Group
Zeta Interactive


# of Google-certified staff 45 5 Undisclosed Undisclosed 3 20
6
Google Certified Company
12

# of dedicated search staff 136 3 Undisclosed Undisclosed 3 45 5 80+ 21

Number of offices (names of countries) 5 (US) 1 (US) 19 (US, UK, ES, DE, AR, PE, MX, KR,CL) Undisclosed 1 (US) 2 (US) 3(US, HK) 3 (US) 5 (US, IN)
Company information # of customers 35 21 Undisclosed Undisclosed 30+ 17 10 100+ 150+

Types of customers: SMBs, large enterprise or both Large Enterprises Both Both Undisclosed Both Both Both Both Both

% of direct response vs % branding 65% direct response v 35% branding 90% direct response v 10% branding Undisclosed Undisclosed 60% Direct response v 40% Branding 85% Direct response v 15% branding 70% direct response v 30% branding 100% Direct Response Undisclosed

Top 5 clients Autotrader/Kelley Blue Book, Capital One, Enterprise Holdings, H&R Block, JCPenney Gates Corp, Jeppesen, Globus family of brands, Bellco Credit Union, Qdoba The Lego Group, Epson America, Toyota, Coca Cola, MasterCard and FedEx. Undisclosed EMC, Fujitsu Computer Systems, Autonomy Software, Motorola Business Solutions, Salesforce.com SC Johnson, AMD, AC Nielsen, HSBC Undisclosed Nutrisystem, Eddie Bauer, Orchard Brands, Charming Shoppes, Sears HP, Sony, STIHL, Eagle Publishing, Union Bank (please note, these are not only search clients).

Average time to ROI 1 month 6 months-3 years Undisclosed Undisclosed Varies by client type
1-3 months Undisclosed Undisclosed 3 months
Types of SEM bid management software Proprietary X X X

X
X

Licensed (if licensed, list provider)


Marin, Kenshoo, Acquisio Currently under review Marin Marin Enterprise, DFA
Kenshoo

Comparison Shopping Engine (CSE)

X
X

X X X

Mobile X X X X X X X X X
Types of search Organic X X X X
X X X X

Paid X X X X X X X X X

Social X X X X X X X X X

Retargeting X X X X X X X X X
Platform management Baidu X
X X
X X


Bing/Yahoo/Facebook/Google X X
X X X X X X X

Keyword research X X X

X
X X

Infographic building X
X X
X
X X

Link building X X X X
X X X X

Site architecture X X X X
X X X X

Social Signal building X X X X
X
X
Campaign Management Budget Allocation X X X X X X X X X

Writing ad copy X X X X X X X X X

Writing guests posts X X X X
X X X X

Social assets X X X X
X X X X

Keyword selection X X X X X X X X X

Tracking: pixels or redirect Pixels and Redirect Pixels and Redirect Pixels and Redirect Pixels and Redirect Redirect Pixels and Redirect Pixels and Redirect Pixels and Redirect Pixels and Redirect

Bounce rate X X X X X X X X X

Cost-per-acquisition X X X X X X X X X

Direct rank X X X X
X
X X

Keyword rank X X X X X X X X X

Leads used to track multiple variables X X X X
X X X X

Pages viewed X X X X X X X X X
Reporting Real-time conversion tracking X X X X X X X X X

Repeat vs first-time visitor X X X X X X X X X

Return on ad send X X X X X X X X X

Revenue/Sales X X X X X X X X X

Time on site X X X X X X X X X

Types of engagement X X X X X X X X X

Traffic X X X X X X X X X

CPM X X X X X X X X X

Custom rules X X X X X X X X X

Manual X X X X X X X X X
Bid Management Rules X X X X X X X X X

Portfolio (predictive modeling) X
X X X X X X X

Portfolio (rules-based) X
X X X X X X X

Price-per-click X X X X X X X X X

Post-click X X X X X X X X X
Re-marketing/re-targeting Proprietary technology X
X X
X
X

Licensed technology
X
X X X X X X

Cross-channel X X X X X X X X X

Engagement metrics X X X X X X X X X
Analytics Forecasting Revenue/profitability X X X X X X
X X

Path-to-conversion X X X X X X X X X

Web X X X X X X X X X

Custom attribution models X X X X X X X X X

Proprietary technology X
X

X X X
Attribution Licensed
X X X X X

X

Linear Attribution Models X X X X X X
X X

Programmatic attribution models X X X X X X X X

Authority audit X X
X
X
X X
Organic audits Content audit X X
X
X X X X

Keyword scoring audit X X
X X X X X X

Day parting X X
X X X X X X
Segmentation Device X X
X X X X X X

Geo X X X X X X X X X


Full service digital agency & technology providers




24/7 Media

The Agency Inside Harte-Hanks
Bruce Clay, Inc.
Clickable
Gyro
IMPAQT ) Lucid Agency
Rosetta
WebMetro

# of Google-certified staff 1 300 10 25 6 73 3 75 23

# of dedicated search staff 400 4 30 15 10 74 5 108 44

Number of offices (names of countries) 18 (US, CA, FR,UK, DE, ES, NL, IT, SE, JP, KR,AU,CH) 1 (US) 8 (US, JP, AU, BR, IT, CH, IN,UK) 2 (US, IN) 15 (US, UK, ES, DE, SE, NL, UAE, FR,SG) 1 (US) 1 (US) 9 (US, CA) 2 (US)

# of customers 4000 Undisclosed 200+ 1,000+ 100+ 40 30 94 80
Company information
Types of customers: SMBs, large enterprise or both Large Enterprises Large Enterprises Both Both Both, primarily large enterprises Large Enterprises Both Both, primarily large enterprises Large and mid-tier enterprises

% of direct response vs % branding 80% direct response v 20% branding 80% Direct Response vs 20% branding 50% direct response v 50% branding Undisclosed 75% Direct response vs 25% Branding 75% Direct response vs 25% branding 80% Direct response vs 20% branding 80% Direct Response vs 20% Branding 95% direct response vs 5% branding

Top 5 Clients WPP, GroupM, Dentsu Undisclosed Caesars Entertainment, Nickelodean, Rosetta Stone, Victoria's Secret, Target Stores Undisclosed SAP, Savvis, United States Gypsum Company, Corporate Executive Board, Ryder Comcast, Office Depot, Chase, USAA, Kimpton Motorola, ASU, PetSmart, GPEC, Kitchell Nationwide, Citizens Bank, OfficeMax, Takeda Pharmaceuticals, MSC Industrial Supplies Binder & Binder, Herbal Magic, Lexington Law, Liberator Medical, WellPoint

Average time to ROI Undisclosed Undisclosed 3-7 months Undisclosed 1-3 months 2-2.5 months 3 months 4 weeks Undisclosed
Types of SEM bid management software Proprietary X
X X
X X X X

Licensed (if licensed, list provider)
Acquisio, Google Acquisio
Kenshoo, Marin

Marin, ClearSaleing Marin (For Facebook)

Comparison Shopping Engine (CSE) X


X X X X X

Mobile X X
X X X X X X
Types of Search Organic X X X
X X X X X

Paid X X X X X X X X X

Social X X
X X X X X X

Retargeting X X
X
X X X
Platform management Baidu X


X X X


Bing/Yahoo/Facebook/Google X X X X X X X X X

Keyword research X X X X
X
X
X
X

Infographic building X X X
X X X X X

Link building X X X
X X X X X

Site architecture X X X
X X X X X

Social Signal building X X X
X X X X X
Campaign management Budget Allocation X X X X X X X X X

Writing ad copy X X X X X X X X X

Writing guests posts X X X
X X X X X

Social assets X X X X X X X X X

Keyword selection X X X X X X X X X

Tracking: pixels or redirect X Pixels No Pixels Pixels Pixels and Redirect
Pixels and Redirect Pixels and Redirect

Bounce rate X X X X X X X X X

Cost-per-acquisition X X
X X X X X X

Direct rank X X
X X X X X X

Keyword rank X X X X X X X X X

Leads used to track multiple variables X X X X X X X X X

Pages viewed X X X X X X X X X
Reporting Real-time conversion tracking X X
X X X X X X

Repeat vs first-time visitor X X X X X X X X X

Return on ad send X X
X X X X X X

Revenue/Sales X X X X X X X X X

Time on site X X X X X X X X X

Types of engagement X X X X X X X X X

Traffic X X X X X X X X X

Alert generation X X X X X X X X X

CPM
X X X X X X X X

Custom rules X X X
X
X X X

Manual X X X
X X X X X
Bid management Rules X X X
X X X X X

Portfolio (predictive modeling) X X
X X X X X X

Portfolio (rules-based) X X X X X X X X X

Price-per-click X X X X X X X X X

Post-click X X
X X X X X X
Re-marketing/re-targeting Proprietary technology X

X X X X
X

Licensed technology X X

X X X X X

Cross-channel X X X X X X X X X

Engagement metrics X X X X X X X X X
Analytics Forecasting Revenue/profitability X X X
X X X X X

Path-to-conversion X X X
X X X X X

Web X X X
X X X X X

Custom attribution models X X




X X

Proprietary technology X

X
X
X X
Attribution Licensed X X

X X
X

Linear Attribution Models X X




X X

Programmatic attribution models X


X X
X

Authority audit X X

X X X X X
Organic Audits Content audit X X X
X X X X X

Keyword scoring audit X X X
X X X X X

Day parting X X X X X X X X X
Segmentation Device X X X
X X X X X

Geo X X X X X X X X X

Technology Provider




Conductor

Kenshoo
Marin Software
Optify
Adobe Systems


# of Google-certified staff Undisclosed 100+ 50 2 Undisclosed

# of dedicated search staff Undisclosed N/A 35 3 Undisclosed

Number of offices (names of countries) 1 (US) 8 (US, UK, IL, DE, AU, HK) 9 (US, UK, FR, JP, SG, DE, AU) 1 (US) 40 (US, CN, JP, TW, KR, SG, IN, AU, BE, BR, CZ, DK, FR, DE, CH, IT, IE, IL, NL, NO, PL, RO, RU, ZA, ES, SE, TR, UA, UK, UAE,MX,HK)
Company information # of customers 200+ 1500+ 1500 Undisclosed 300+

Types of customers: SMBs, large enterprise or both Both, primarily large enterprises Large Enterprises Large and mid-tier enterprises Both Both

% of direct response vs % branding Undisclosed 50% direct response v 50% branding Undisclosed Undisclosed 75% direct response vs 25% branding

Top 5 clients Undisclosed Facebook, Tesco, Omnicom, Havas, Expedia
Hotels.com, Macy's, University of Phoenix, Razorfish, Neo@Ogilvy Microsoft, LexisNexis, Colliers, ALM, AllRecipies Home Depot, Crate & Barrel, RPA, Discover Financial Services, Marks & Spencer

Average time to ROI Under 90 days Instantaneous Under 60 days Undisclosed 2 weeks
Types of SEM bid management software Proprietary
X X
X

Licensed (if licensed, list provider)





Comparison Shopping Engine (CSE)
X




Mobile
X X

X
Types of search Organic X X
X X

Paid X X X
X

Social X X X X X

Retargeting
X X
X
Platform management Baidu X X X X X

Bing/Yahoo/Facebook/Google X X X X X

Keyword research X X X X X

Infographic building



X

Link building X

X X

Site architecture X

X X

Social Signal building X

X X
Campaign Management Budget Allocation
X X
X

Writing ad copy
X X
X

Writing guests posts



X

Social assets

X X X

Keyword selection X X X X X

Tracking: pixels or redirect Pixels and Redirect Pixels and Redirect Pixels and Redirect Pixels and Redirect Pixels and Redirect

Bounce rate X
X
X

Cost-per-acquisition X X X
X

Direct rank X
X X X

Keyword rank X
X X X

Leads used to track multiple variables X X X X X

Pages viewed X
X X X
Reporting Real-time conversion tracking X X X X X

Repeat vs first-time visitor

X X X

Return on ad send
X X
X

Revenue/Sales X X X X X

Time on site X
X X X

Types of engagement X X X X X

Traffic X X X X X

CPM
X X
X

Custom rules
X X
X

Manual
X X
X

Rules
X X
X
Bid Management Portfolio (predictive modeling)
X X
X

Portfolio (rules-based)
X X
X

Price-per-click
X X
X

Post-click
X X
X
Re-marketing/re-targeting Proprietary technology



X

Licensed technology
X X


Cross-channel
X X X X

Engagement metrics X X X X X
Analytics Forecasting Revenue/profitability X X X X X

Path-to-conversion
X X X X

Web X X X X X

Custom attribution models
X X


Proprietary technology
X
X
X
X
Attribution Licensed
X





Linear Attribution Models
X X
X

Programmatic attribution models
X
X X

Authority audit X



Organic audits Content audit X

X

Keyword scoring audit X

X

Day parting
X X X X
Segmentation Device
X X
X

Geo X X X X X


Search specialist & technology providers
Search Specialist





Adlucent 

Covario, Inc.
Ignition One
KeyRelevance 
Clement Communications
Geary LSF Group
Performics



# of Google-certified staff  Undisclosed 25 49  Undisclosed 2 14 358
# of dedicated search staff  60 120 49  10 1 16 550+



Number of offices (names of countries)  1 (US)
6 (US, UK, CN, JP, SG, CA) 8 (US, UK, BE, FR, JP, SG) 1 (US)
1 (US) 3 (US, FR, RS) 2 (UK, US)
# of customers  35 81 123 15
11 250+ 125+
Company Information





Types of customers: SMBs, large enterprise or both  Large and mid-tier enterprises (retail and commerce exclusively)
Large enterprises, mid-size, retailers, digital agencies
Both  Both SMBs Both Both
% of direct response vs % branding 95% direct response vs 5% branding
30% Direct response e-commerce retailers vs. 70% branding 95% Direct response vs 5% branding  Undisclosed 100% direct response 90% direct response v 10% branding N/A - Clients have blended KPIs and goals
Top 5 clients  Oriental Trading Company, FootSmart.com, Anthropologie, AdamandEve.com, Free People, Buy.com
Bank of America, Intel, Lenovo, RIM, T-Mobile LaQuinta, Digital Marketing Works,Digital River, Group M, IHG  Undisclosed Ricoh, Pentaho, Vormetric, Cenzic, Liferay Career Education Corporation, e-Fax, MegaPath, Aramark, ClubMed American Express, Kohl's, Johnson & Johnson, Nestle, Verizon
Average time to ROI  1 month
1-3 months Instantly Undisclosed
Undisclosed Undisclosed 1 week-1 month
Types of SEM bid management software

Proprietary  X X X  
X
Licensed (if licensed, list provider)   Kenshoo and Adobe
 
Kenshoo DoubleClick DART Search, Marin, Kenshoo




Types of search





Comparison Shopping Engine (CSE)  
X  X
X X
Mobile  X X X  X X X X
Organic
X X  X X X X
Paid  X X X  X X X X
Social   X X  X X X X
Retargeting  X X X  X
X X
Platform management

Baidu   X X  

X
Bing/Yahoo/Facebook/Google  X X X X
X X X










Campaign Management
Keyword research  X X X  X
X
Infographic building   X
X
X X X
Link building   X
 X
X X
Site architecture   X
 X
X X
Social Signal building   X X  X
X X
Budget Allocation  X X X X
X X X









Writing ad copy  X X X  X X X X
Writing guests posts   X
 X X X X
Social assets   X X X
X X X
Keyword selection  X X X X
X X X
Tracking: pixels or redirect  Pixels and Redirect
Pixels and Redirect Pixels and Redirect  Pixels and Redirect
Redirect Pixels Pixels and Redirect

Bounce rate  
X  X X X X










Reporting











Cost-per-acquisition  X X X  X X X X
Direct rank   X X  X X X X
Keyword rank  X X X  X X X X
Leads used to track multiple variables  X X X  X X X X
Pages viewed   X X  X X X X
Real-time conversion tracking X X  X X X X
Repeat vs first-time visitor X X X  X X X X
Return on ad send X X  X X X X
Revenue/Sales X X  X X X X
Time on site   X X  X X X X
Types of engagement   X X  X X X X
Traffic  X X X  X X X X








Bid Management

Alert generation  X X X   X X X
CPM  X X X   X X X
Custom rules  X X X   X X X
Manual  X X X  X X X X
Rules   X X   X X X
Portfolio (predictive modeling)  X X X   X
X



Portfolio (rules-based)   X X   X X X
Price-per-click  X X X  X X X X

Post-click  X X X  X X X X
Re-marketing/re-targeting Proprietary technology   X X  
X X

Licensed technology  X X
  X X X

Cross-channel  X X X  X
X X


Analytics



Engagement metrics   X X  X
X X
Forecasting Revenue/profitability  X X X  X
X X
Path-to-conversion  X X X  X
X X
Web   X X  X
X X
   Custom Attribution Models
 X   X
    X





Attribution
Proprietary technology  X X X  
X
Licensed   X X  
X X
Linear Attribution Models  X
X  
X

Programmatic attribution models  X X
 
X X


Organic audits

Authority audit   X
 X
X X
Content audit   X
 X
X X
Keyword scoring audit   X
 X
X X


Segmentation
Day parting  X X X  X X X X
Device  X X X  X X X X

Geo  X X X  X X X X


*This table includes details for two company types: Search specialist; technology providers and Search specialists