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BizReport : Search Marketing : February 10, 2010

Keyword bid optimization is next for Anchor Intelligence

Traffic quality solution provider Anchor Intelligence is set to launch a new phase in optimization: the keyword optimization system. Called ClearMark for Keywords, the platform allows online marketers to optimize keyword bids according to revenue estimates.

by Kristina Knight

By predicting the value of keywords, the platform gives marketers a better idea of full campaign ROI.

Ken Miller, CEO of Anchor Intelligence said, "ClearMark for Keywords leverages this vast network of data to predict the value of a given keyword, even in the absence of historical conversion information, to help search marketers improve their bid strategy across their entire keyword portfolio."

Here is how ClearMark for Keywords optimizes:

• Keywords are scored based on traffic characteristics
• The platform uses observed conversions across the Anchor Intelligence network
• Taps into keywords with 'unrecognized potential' to increase bid strategy

According to a new comScore report the core search market in the United States increased by 16% in 2009, with a 6% increase individual searchers and a 10% increases in queries per searcher. The 2009 trends in search are expected to move forward with 2010 as consumers become different kinds of searchers. Rather than searching for generic products, for example, consumers are now searching brand names. And, rather than immediately turning to a search engine for product information, many consumers are turning to social networks to find consumer reviews and manufacturer/branded information.

The Anchor Intelligence platform is currently in Beta testing. Companies participating in the Beta tests have reported ROI increases of between 10% and 20% using the platform.

Tags: Anchor Intelligence, comScore, keyword search, keyword strategy, paid search, search marketing, search spending

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