Manage and optimize OTTO ads: every feature

"Creating a new campaign in OPC: type the name, set the budget, pacing, match types per keyword one by one, bids per keyword one by one. 15 minutes per campaign. For 12 campaigns: half a day."

• Brand defense · EXACT campaign, low bids, protects your own brand searches against competitors
• Auto-discovery · AUTOMATIC, broad pacing, source for the keyword-harvesting pipeline
• Keyword harvesting · MANUAL with higher bids on proven search terms, the main profit lever in the account
• Sale push · aggressive pacing for Black Friday, clearance, end of season
• Competitor bidding · low bids on competitor brands, strategic for buyer clusters
• Multiple campaigns at once: brand defense for 5 product lines? Pick a template, upload a list, create them all in parallel.

In OPC

15 min per campaign, all by hand. For 12 campaigns: half a day.

With Marginly

2 minutes per campaign from a template. Bulk creation for 12 campaigns in a few minutes.

"Click 50 keywords one by one, change the bid, save, next, three hours for a single bid round."

• Change bids in the table: 200 keywords in one go, by percentage (e.g. +15%) or absolute (e.g. to €0.42), one click on "Apply".
• Negative keywords in one pass: select bad search terms and add them as negatives for all affected campaigns at once.
• Harvest winners: roll out profitable search terms as new keywords in a single action.
• Entire account in one click: one action analyzes all campaigns of a brand at the same time.

In OPC

Changing the bid for 50 keywords = 50 individual clicks. Bulk doesn't exist.

With Marginly

Filter the table, change the value, hit "Apply", done in under 60 seconds

"Which search terms are burning money right now? In OPC you only see it per campaign, across campaigns: not at all."

• Across all campaigns: a search term that performs poorly in 5 campaigns shows up once, with total spend.
• Money-burner rule: spend from €3, 0 orders, at least 5 clicks, automatically flagged as a negative candidate.
• Winner rule: ROAS from 5×, at least 2 orders, proposed as a new keyword, including a bid suggestion.
• Apply in one click: all money-burners set as negatives, all winners added as new keywords.
• Every run is logged, you can trace every action without gaps.

In OPC

Search-term report only per campaign, no cross-campaign view, no automatic scoring

With Marginly

One run across all campaigns, two buckets, one click to apply

"The data in OPC is often 1-2 days old, and across all campaigns you see nothing at all."

• Synced data: brands, availability status, inventory, products, reporting, search terms, keywords, campaigns, and performance. Orders and returns follow with the commerce module.
• Connected in one click, no passwords leave your hands: you click "Connect" once, the rest runs automatically.
• Gentle refresh: only new or changed records per run, fast and without straining the marketplace.
• Safety net: if an update fails, it gets logged and you get notified.

In OPC

CSV exports by hand, data often 1-2 days old, no view across all campaigns

With Marginly

9 data sources live via the official interface, orders and returns follow

"ROAS dropped to 2.1 today. Why? In OPC you only see the number, not the reason."

• Comparison against the last 2 weeks per metric, per campaign, per SKU.
• Three levels: notice (FYI), review recommended, act now.
• AI explanation in plain language: "The ROAS drop comes 80% from campaign X, its CPC has doubled, likely due to increased competition on keyword Y."
• Alerts land directly in your daily email and on the dashboard, not in a second tool.

In OPC

Metrics are shown but not interpreted; no comparison, no alert

With Marginly

The anomaly is categorized, explained, and prioritized, you see it in your morning email

"What's the right bid for this keyword? Open Excel, look up the last 14 days of CPC, factor in target ROAS…"

• Calculation per keyword from 14-day CPC plus target ROAS (stored per campaign).
• Up or down arrow shows the direction; tooltip shows the rationale ("CPC rising, conversion stable").
• One click adopts the bid, or you adopt all suggestions in a campaign in a single action.
• You can override any suggestion at any time, we never force anything on you.

"ROAS looks good, but is the sale still worth it after OTTO commission, returns, and cost of goods?"

• True margin per SKU: revenue minus COGS, returns, ad spend, and OTTO commission.
• OTTO commission rates stored per category, deducted automatically.
• Return rate per SKU: straight from the live data.
• Margin in € and in % side by side, you instantly see which SKU fills the pot and which one drains it.

In OPC

Only gross revenue × ROAS, no COGS, no returns, no commission

With MarginlyComing soon · Commerce module

Commerce module: profit after all deductions, coming soon

"In OPC: ad revenue in one view, orders in another, returns nowhere, ever tried to see which SKU came from which campaign and what its return rate was? Not possible."

• Orders in near real time · daily revenue, order count, AOV, straight from OTTO, no CSV import
• Return rate per SKU · see which items kill your margin with high return rates
• Return impact per campaign · not just per product, the return rate is reported per campaign
• Where does each euro of revenue go? · waterfall per account: gross revenue → minus ad spend, COGS, shipping, commission → net margin
• Excel export · full SKU profitability table as XLSX for accountants or leadership
• Toggle before/after returns · one click and you see the difference

In OPC

Ad revenue yes, orders yes, returns in a third tool, margin nowhere, you juggle with Excel.

With MarginlyComing soon · Commerce module

Commerce module: all in one view, net margin per SKU, return rate included. Coming soon.

"15 clients, 15 OTTO logins, clicking through every day to see what's on fire."

• All brands in one table, sortable by spend, ROAS, alerts, and open recommendations.
• Health traffic light per client: alerts and money-burners are summarized into a single status.
• Search-term analysis for an entire brand in one click, across all campaigns at once.
• Roles and permissions per account, so junior team members don't accidentally pause campaigns at the wrong client.

In OPC

Separate login per client, no central dashboard, no traffic light

With Marginly

One login, all brands, one click for the search-term analysis

"In the morning I want to know quickly what's going on, without a 5-minute login-click marathon."

• Daily email at 8 a.m.: yesterday's performance, deviation from the 7-day average, all important alerts, top 3 recommendations.
• Weekly and monthly reports as PDF, on demand, in your own branding, ready to send to clients.
• Custom analyses as Excel: every table in the tool is exportable.
• Per-account settings: recipients, time, and thresholds for what makes it into the email.

"Who actually changed the bid on campaign X yesterday? And why?"

• Complete traceability: before and after values, user, timestamp, source (click in the tool, bulk change, or recommendation).
• 365 days viewable, searchable by user, date, and type of change.
• Data export on demand: all data on your account as a JSON file.
• Self-service account deletion directly in the tool: 30-day grace period, then irrevocably deleted (GDPR-compliant).

In OPC

No per-user logging, no before/after values, no self-service deletion

With Marginly

Every change documented, always traceable, always deletable