WebTrends tackles ‘search ad wastage’
- Sep 15, 2008
WebTrends has launched a new tool designed to help clients minimise wastage on their search advertising campaigns.
The web analytics and marketing company estimates that large online advertisers will waste as much as $4.5 billion on paid search advertising in 2008.
The new tool, WebTrends Ad Director, uses self-learning technology to optimise millions of combinations of keywords, landing pages and ads across the major search networks to achieve maximum results.
Webtrends claims that companies using the solution have seen their return on ad spend increase an average of 44 percent.
“Search engine marketing is one of the most critical acquisition channels for many companies, but it is clear that a significant portion of these investments are being wasted or under utilized,” said Kevin Ryan, vice president and global content director of Search Engine Strategies and Search Engine Watch. “As search marketing becomes even more competitive, marketers would be smart to investigate automated methods for increasing SEM returns.”
“We have customers that are realizing over 1,500 percent return on ad spend after switching from their old bid management tools,” said Alex Yoder, WebTrends CEO. “But more importantly, all WebTrends Ad Director customers have seen substantial gains over bid management, while reducing the manual overhead associated with these outdated solutions. With WebTrends Ad Director, we have struck the optimal balance between what machines can do best— repetitive analysis, testing and updates on a massive scale—and the insight and perspective humans bring to search marketing decisions.”
WebTrends Ad Director also enables companies to override the system to achieve goals outside of normal parameters. For example, a company may wish to set minimum bids on certain terms, such as brand terms, regardless of the observed return.
For a product demo, click the link below: