Markopolo vs. Wordstream - A Detailed Comparison

Marketing Tools
Zakia Sameen Noor
4 min read

Wordstream is a long-established name in the realm of online advertising solutions. It’s a powerhouse.

On the other hand, Markopolo may still be an infant compared to Wordstream, but it has formidable tools in its arsenal, making it a tough opponent.

So, let’s begin! Markopolo vs. Wordstream - which one should you choose?

What is Markopolo?

Markopolo has arrived on the scene, poised to transform the marketing landscape for agencies and businesses alike. With its groundbreaking Marketing Operating System (OS) driven by artificial intelligence (AI), Markopolo AI empowers businesses to achieve new heights of marketing success.

Harnessing the power of advanced ML models and a massive collection of data points, Markopolo AI's Marketing OS offers a complete solution for enhancing audience reach and optimizing campaigns. From agencies seeking to deliver exceptional results for their clients to B2Bs and D2Cs striving to maximize their marketing efforts, Markopolo AI delivers unparalleled capabilities.

With 24/7 campaign optimization and a significant boost in audience reach, this AI-powered platform reduces human error, frees up valuable resources, and enables marketing teams to focus on strategic initiatives.

Established in 2020, Markopolo has already carved out a growing niche in the market serving over 4000 agencies and businesses. 

What is Wordstream?

Wordstream is an online marketing platform that helps businesses manage their online advertising campaigns. It offers a variety of tools and features, including keyword research, campaign management, and reporting.

Now, let's do a feature-wise comparison between the two-

Feature-based Comparison

Cross-Channel Advertising: Wordstream supports a range of advertising channels that cover Meta, Google, and Bing ads.

Markopolo in addition to Meta and Google, supports TikTok, LinkedIn, and Amazon Ads.

Audience Targeting: Wordstream offers standard targeting and geo-targeting features in order to reach audiences, allowing businesses to target their advertising campaigns to the customers who are most likely to be interested in their products or services.

Markopolo uses machine learning algorithms to analyze customer behavior and uses the data on clustering algorithms for segmentation and fine-tuning the best-performing target audience. Markopolo also has its preset audiences, which it can generate based on every connected data point and of course MarkTag’s Data.

Dynamic Creative: Wordstream allows for batch uploading, bulk editing, and creative optimization. This can increase the effectiveness of advertising campaigns.

Markopolo has creative switching in place with its auto-optimization algorithms. It can create multiple sets of experimentation with creativity and copies, ultimately getting the user the best possible ROAS.

Retargeting: One of Wordstream's key features is its ability to retarget customers who have visited a business's website but did not make a purchase. This helps businesses re-engage these potential customers and encourage them to complete their purchases.

Markopolo also has to retarget feature in it. With MarkTag’s implementation, Markopolo can build a synchronous marketing stack where data flows in microseconds among the stack elements. Also being a cross-platform server-side tracker, MarkTag instantaneously gets connected with Meta Pixel, TikTok Pixel, and Google’s GTM.

These enhance Markopolo’s ability to accurately track a visitor’s journey by 25-45%. Coupled with MarkTag’s ease of implementation, omits any possibility of data leakages/funnel leakages, summing up an additional 10-15% enhancement in retargeting ability.

Marketing Automation: Wordstream offers automation features that save time and effort by automating repetitive tasks. These include automatically optimizing ad placements, and scheduling email campaigns.

Markopolo has taken it to a whole new level with its customizable robotic automation capabilities. Being able to manage every aspect of a campaign/ad group/ad, with a huge library of variables, is a huge plus point for an account manager who wants to optimize these 24/7.

Also, Markopolo gives the ability to use offsite conversion/offsite data in its robotic automation feature. These include data generated from direct sales, marketplace sales, and affiliate-based sales.

Offsite conversion or offsite data is any data that has been generated outside of the platforms like Meta/Google/Linkedin. Why it’s important because of the sheer amount of volume data that can be generated from direct sales, marketplace sales, and affiliate-based sales.

Performance Reporting and Analytics: Wordstream comes with reporting and analytics tools that allow businesses to measure the success of their advertising campaigns and optimize them based on real-time data.

Markopolo also provides this. With MarkTag, Markopolo removes any potential attribution gap/data discrepancy. MarkTag syncs in microseconds with the platforms, and the ease of implementation results in almost zero data leakage. The impact can be seen in the Event Match Quality Score or EMQ Score of the users' marketing stack.

Markopolo comes with custom metrics feature, where the user can generate his custom cross-platform metric to be monitored.

Email Marketing: This is a feature that allows businesses to send personalized emails to their customers. It is used for nurturing customer relationships and driving repeat business. Wordstream does not yet have a feature for this.

Markopolo is not focusing on building an email marketing segment for its product roadmap as well. A user can avail of it in Markopolo through a simple Zapier integration.

Attribution Reporting: This feature enables businesses to understand the customer journey and the touchpoints that lead to conversions. It helps in identifying the channels and campaigns that are driving the most sales, allowing for more informed decision-making. Wordstream uses its own Pixel for Attribution Reporting- WordStream Universal Pixel Tracking.

Markopolo’s MarkTag gives it a clear edge over Wordstream in terms of Attribution tracking. A more detailed analysis of the scene technology difference is described below.

***Pixel-based tracking (WordStream)*** or client-side tracking, involves inserting a small snippet of code (or pixel) onto a webpage, usually within a specific advertisement or upon the page load. This pixel sends back data to the server when the page is loaded or when a user interacts with the ad.

Pros of Pixel-Based Tracking:

  1. Simple Implementation : Pixel-based tracking is relatively simple to implement. Once the pixel is embedded in the web page or ad, it will start collecting data automatically whenever the page is loaded or the ad is clicked.
  2. Real-Time Data : Because the pixel sends data back to the server every time it is activated, you get real-time information about user interactions.

Cons of Pixel-Based Tracking:

  1. User's Browser Dependency : Since pixel-based tracking relies on the user's browser to send data back, it is affected by browser settings and limitations. If a user's browser blocks third-party cookies, for instance, the tracking pixel may not work.
  2. Latency : Since the tracking process involves making a request to a server and then waiting for a response, it can introduce latency (or delay) to the page load time.
  3. Growing Privacy Concerns : The use of tracking pixels has raised privacy concerns, as they can be used to collect a great deal of information about a user's behavior online without their knowledge or consent.

***Server-Side Tracking (Markopolo)***Server-side tracking, on the other hand, involves capturing and processing user data at the server level. Instead of relying on the user's browser to send data back, this method involves the server directly receiving and processing data.

Pros of Server-Side Tracking:

  1. Less Affected by Browser Limitations : Since server-side tracking does not rely on the user's browser to send data back, it is less affected by browser settings and limitations. It can still capture data even if third-party cookies are blocked.
  2. Faster Load Times : Since the tracking process takes place on the server, it does not introduce additional latency to the page load time.
  3. More Robust Data Collection : Server-side tracking can capture a wider range of data than pixel-based tracking, as it is not limited to the data that can be captured by a pixel.

Cons of Server-Side Tracking:

  1. Complex Implementation : Implementing server-side tracking can be more complex than implementing pixel-based tracking. It requires a deeper understanding of server-side technologies and may require the collaboration of both developers and marketers. Markopolo solves this with their Implementation Helper Suite.
  2. Possible Data Inconsistencies : Since server-side tracking involves processing data on the server, it can lead to data inconsistencies if the server and the client (i.e., the user's browser) are not perfectly synced. This is solved with Markopolo's Instant Sync Technology.
  3. Delayed Data : Unlike pixel-based tracking, server-side tracking does not always provide real-time data. Depending on how the server is set up, there may be a delay between when an event occurs and when it is recorded. However,  Markopolo fixes this, providing Data in <2 microseconds.

AI Optimization: WordStream's platform utilizes machine learning and artificial intelligence to continually analyze advertising data and optimize campaigns for better performance.

When we launched Markopolo, it was built keeping in mind MSMEs who don’t have that much data in their marketing stacks.

These added a uniqueness itself, as all the algorithms that we have built till now are built keeping low data scenarios in mind, including our submitted provisional patent ‘Method of suggesting high performing audience interests and keywords for online advertising.’ (EFS ID: 44479531, Application Number: 63287822).

Businesses that suffer from unorganized siloed data in marketing stacks got to see major improvements with Markopolo from these algorithms.

Markopolo utilizes offsite conversion/offsite data in its optimization architecture. These include data generated from direct sales, marketplace sales, and affiliate-based sales.

While setting up cross-platform budget optimization, users can select these variables as the primary goal to be improved too. We trained the software to be efficient in a range of monthly advertising budget limits across platforms.

Till now we trained it with 13 million campaign performance data points. CMOs/Marketing Managers can now let the software spread their whole monthly advertising budget across platforms. Markopolo can do it seamlessly based on cross-channel campaign performances.

Integration: Wordstream integrates seamlessly with various e-commerce platforms like Hubspot, Zapier, and Salesforce, among others. This helps businesses with email marketing and tracking leads and customers across all marketing channels.

Markopolo integrates with Shopify, HubSpot, Amazon, and any Marketplace available currently globally. We have built a generalized proprietary architecture to get connected with these Marketplaces.

Markopolo vs. Wordstream: The Preferable Financial Option

As Markopolo and Wordstream have different focuses, the comparison of their financial option also varies accordingly.

Pricing: Wordstream

Like most software tools, Wordstream offers pricing packages. It varies depending on your needs and goals.

Wordstream Advisor is $49 a month.

Pricing: Markopolo

For its wide range of features, Markopolo charges a very fair price.

We have 2 types of pricing plans for you depending on your organizational needs: Self-Serve & Enterprise.

Under Self-Serve, we have-

  • Starter: $47/month
  • Growth: $152/month

And under Enterprise, we have-

  • Starter: $999/month
  • Growth: $1999/month
  • Evolution: $2999/month

The Verdict

If you’ve read this far, you will understand that Markpolo and Wordstream offer fantastic services. Both will help you solve your pain points and devise the best strategies for you, unique to your business.

Since pricing is an essential factor, it is crucial to figure out what business targets you aim to fulfill with the help of SaaS marketing tools. 

This guide is here to support you in that regard. We have tried to summarize all the features of both services for your benefit.

But one thing’s for sure. Whichever you choose - either Markopolo or Wordstream - you will not be disappointed.

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