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Marin Software, which makes an in-browser application to manage paid search ad campaigns, has raised $7.25 million in a second round of funding led by Benchmark Capital.
Other companies like Omniture and Efficient Frontier offer similar services, but Marin chief executive Christopher Lien says their tools aren’t flexible enough, and tend to be less efficient when handling large campaigns. As a result, many search engine marketers are still using Excel spreadsheets and search engine ad centers.
He says Marin, on the other hand, features an easy-to-navigate tabbed interface and is more flexible. For example, Marin can read almost any URL, including those with Omniture search tags. Marin also makes it easy for marketers to ease into the new system by just trying out one or two campaigns at first, and by using the company’s free 30-day trial.
The San Francisco-based startup’s customers include Avenue A-Razorfish and Zappos.com.