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SearchRev Adds New LifeCycle Reporting and Optimizing Feature to Paid Search Campaign Management Product
New tool incorporates data from users to optimize campaigns based on the entire search process - from first search to last click
Palo Alto, Calif. March 18, 2008-SearchRev™, a leading search engine marketing agency, today announced the availability of its LifeCycle reporting and optimization feature in its SearchRev paid search campaign management product. LifeCycle allows customers to gain insight beyond the traditional ‘last click’ conversion attribution model by tracking the entire search process. The data collected is automatically used by the SearchRev campaign tool to continually optimize keyword bids to maximize cost efficiency,
This innovative feature allows clients to gain visibility into their customers’ search process, from early informational searches through branded searches for specific products. By tracking, capturing and reporting on the multi-keyword search process, SearchRev campaign management software will continually improve the clients’ paid search campaigns.
“When you start to really track the conversion process, it’s obvious that the last ad clicked is not the really the only lever for the conversion,” explained Eduardo Llach, chief marketing officer, SearchRev. “LifeCycle allows customers to collect and use better intelligence for their search campaigns. The insights we gain into the entire search process allows customers to continually update and hone their paid search campaigns into programs which are very cost-effective and show tremendous ROI.”
Early internally-operated research using LifeCycle shows that any where from 10 to 30 percent of conversions take place after multiple searches. LifeCycle reveals that customers typically go through a process of doing their research, moving from very general terms like ‘camera’ or ‘digital camera’ and gradually winnow down the search to a particular brand and model which may become their last ad clicked.
Gaining additional insight into the search and conversion process will provide marketers with the information they need to maximize the effectiveness of their keyword campaigns, particularly as paid search budgets grow. In the next year paid search is forecast to grow at 28 percent to reach over $10 billion, with 23 percent growth forecast for 2009 or $12 billion, according to research published in the new Direct Marketing Association Statistical Factbook. Of all online ad spending, 40 percent is spent on keyword search, according to the Factbook.
“Clearly, as paid search continues to grow in importance and dollar volume, marketers are looking for ways to get the most of out of their marketing spend. Capabilities like LifeCycle are definitely a step in the right direction. Online marketers hunger for greater visibility into consumer behavior and increasing conversion rates by even a few percentage points can add up to a significant return,” said Ben Kirshner, CEO and founder, Elite SEM.
About SearchRev
SearchRev is the performance leader in search engine marketing. With its patent-pending search engine technology, SearchRev has changed how SEM campaigns are run. Unlike traditional SEM approaches, SearchRev’s technology places as many as 100 bids or more for a single keyword. SearchRev licenses its SEM product as well as provides full-service management of large-scale search engine marketing campaigns for such world-class branded clients as Coca-Cola, Yahoo!, Microsoft, Real Networks and Safeway. SearchRev is owned by the digital marketing agency AKQA and is based in Silicon Valley with offices in the U.S., Central America and the U.K. For more information about SearchRev, visit www.searchrev.com.
For more information, contact - Jeff King, Director of Marketing, SearchRev, 650-213-8500 x113, or visit www.searchrev.com. |