Search Engine Marketing Firm iProspect Announces Its Own Pay Per Click Advertising Bid Management Tool
iSEBA™ Keyword Bid Management Tool Augments iProspect’s Full-Service Search Engine Marketing Offering
San Jose, CA - August 5, 2004 - iProspect®, The Original® Search Engine Marketing Firm, unveiled iSEBA™ (iProspect Search Engine Bidding Agent) at the Search Engine Strategies Conference this week. iSEBA™ manages the keyword bidding process for pay per click advertising campaigns on both Google and Overture’s paid search programs. Over the last year iProspect’s staff has provided PPC advertising services utilizing the agent to manage over 40 client campaigns. A patent was filed for iSEBA™ with the U.S Patent Office on July 22, 2004: http://www.iprospect.com/media/press2004_07_27.htm.
Globally Optimize the Keyword Set Across the Campaign
iSEBA™ optimizes the spending of a clients’ budget across the entire set of keywords – a methodology known as "global campaign optimization" – which produces results superior to those produced by bid management methodologies which optimize on a keyword-by-keyword level. And iSEBA™ is an objective-based tool that enables iProspect clients to select to have campaigns optimized by their choice of results: traffic, conversions, ROI, revenue or profit.
iSEBA™ is a true "agent" in every sense of the word. It will test every keyword in a client’s keyword set by bid price and position, by hour of the day and by day of the week, using neural net modeling to predict bid prices every hour. It also runs ‘what-if’ scenarios every hour to predict what effect changes to bidding will have on the bidding outcome and the rate at which a client’s budget will be spent. From what it "learns" and then predicts, it makes bidding adjustments every hour, selecting the set of keywords, the prices, and the search result positions that will generate the best results for the client that hour. It does this every hour of the day 24/7/365.
Keyword Imputation
In addition to its global campaign optimization capabilities, iSEBA™ has a unique linguistic component that recognizes when new keywords are added to the campaign’s keyword set that are linguistically similar to already-optimized keywords. Once the newcomers are recognized, iSEBA™ immediately starts bidding on them like their already-established counterparts. By doing so, these new keywords become ROI-positive almost immediately.
Historic Data Import
iSEBA™ is also unique in being able to accept imports of historic data from all the other major bid management platforms, simple in-house results clients may have maintained in Excel, and even a client’s website log file data. It analyzes this data prior to starting its testing of a client’s keyword set to help determine initial keywords, prices, times and positions. This means that the minute that iSEBA™ starts managing a client’s campaign it will immediately be as smart as the client ever was utilizing their previous methodology, and will only increase the effectiveness of their campaign from there. Once again, this saves considerable time in making the client’s set of keywords ROI-positive.
Pay Per Click Management Services
"iProspect provides complete pay per click campaign management services as part of its keyword bidding solution," said John Tawadros, Vice President of Client Services and Technology for iProspect. "From keyword research, selection, and refinement; reporting support; campaign assessment and recommendations; help developing and testing the creative of our clients’ pay per click ads as well as their landing pages – all these value-add services are included in a client’s campaign along with the actual set-up and running of the agent. This is not a do-it-yourself or a "set-it and forget it" solution. We actively work with our clients to manage their campaigns and ensure that they surpass their marketing goals" Tawadros added.
Full-Service Search Engine Marketing
iProspect`s goal is to be the complete solution for their client’s search engine marketing needs, including: natural search engine optimization, paid inclusion management, Web analytics and website conversion enhancementsm in addition to its pay per click advertising management services. "This means that intelligence gained through the management, measurement and analysis of keyword performance in organic and paid inclusion search results can be used to augment clients’ pay per click advertising campaigns – and often the improvements we see from such "cross-pollination" of campaigns are dramatic," Tawadros stated.
Competitive Landscape
"We feel we’ve built a tool that can very favorably compete with the best tools available in the marketplace -- tools like Maestro from Did-It.com, Atlas OnePoint’s BidManager and CampaignOptimizer, Overture’s Search Optimizer, as well as Efficient Frontier’s bid management offering," stated Fredrick Marckini, CEO of iProspect. "We feel there are marketers out there who will recognize the benefits of having all of their search engine marketing requirements performed by the same firm, and with iSEBA™ we feel can compete with the top firms who specialize on PPC management."
Analyst References
Forrester Research analyst Charlene Li (cli@forrester.com), as well as Jupiter Research analysts Gary Stein (gstein@jupitermedia.com) and Nate Elliott (nelliott@jupitermedia.com) are available for comment on iSEBA™.
About iProspect
iProspect® is The Original® Search Engine Marketing Firm. The company helps many of the world’s most successful brands maximize their online marketing ROI through natural search engine optimization, paid inclusion management, pay per click advertising management, Web analytics, website conversion enhancementsm. iProspect has published three books on search engine marketing, including Achieving Top-10 Rankings in Internet Search Engines, and most recently, Search Engine Positioning. Distinguished as a 2003 Inc. 500 and Deloitte & Touche Fast 500 fastest growing company in America, iProspect is located in Watertown, Massachusetts and can be reached at 1-800-522-1152, or by visiting www.iprospect.com.
Further information about iSEBA™ can be found on the iProspect website at www.iprospect.com or by calling 1-800-522-1152 (ask for "Sales"). Specific questions from the press regarding this release can be directed to iProspect Media Relations Manager, Colleen Reed Sears, at 1-800-522-1152 x1121 or csears@iprospect.com.
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