Overture, iProspect highlight tools to improve paid search management
Search engine Overture Services Inc and search marketing firm iProspect Inc. have both moved deeper into online search campaign management with announcements on tools aimed at making that process less time-consuming and more effective.
Overture has just launched Search Optimizer, a subscription product that builds on its existing Marketing Console, which automates more of sponsored search management, links it to different business objectives and improves campaign performance while reducing the amount of time needed to manage listings on Overture, according to the company. The service can optimize campaigns based on a variety of objectives ranging from cost per acquisition, cost per click and others; as well as automate keyword bidding based on those same objectives. Among other features, the service also can sort campaigns by performance to flag those in need of adjusting, and develop “watch lists” of the most important campaigns or keywords.
Meanwhile, iProspect says it’s filed for a patent on the iProspect Search Engine Bidding Agent, with some similar functionality, which its clients have been using for about a year. The bidding agent optimizes ROI across a keyword set rather than on a keyword-by-keyword basis for total campaign ROI, and, in addition to Overture’s engine, also handles PPC campaigns on Google AdWords. The technology also folds in historic keyword performance to gain quicker campaign results and performs "keyword imputation” which allows untested keywords to benefit from the performance of related keywords, the company says.
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