7Search upgrades PPC offerings

New tools have been released by pay per click advertising network 7Search. The new upgrades give marketers more control over PPC ad campaigns.

by Kristina Knight

Right now, 7Search serves up more than 1 billion search queries each month. The upgrades include direct navigation, geotargeting and conversion tracking.

Geotargeting is a huge benefit to search marketers because they can determine which consumers see their ads by geographic location. Most geotargeting hubs allow marketers to narrow their field by zip code, state or region. For local marketers, especially, this is a big deal. Many local businesses it simply isn't feasible to sell their products (in downtown Kansas City, for example) to consumers (in Missoula, Montana, for example) because of the huge shipping fees that would be involved. Narrowing their targeting so that only consumers within their city location gives them ad edge.

The second addition is conversion tracking. This allows marketers to track consumer actions - like generating a lead or converting from shopper to buyer. A code is embedded on each page of the website so that marketers can determine what users are doing throughout the website.

The final addition is click-free direct navigation. This allows marketers to bid to receive traffic from consumers who type in the URL or who have the URL bookmarked. There are 5,000 keywords that have been mapped to thematic URLs to help drive traffic.

Tags: paid search, pay per click, PPC advertising, search engines, search marketing