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BizReport : Search Marketing : June 14, 2010

KENSHOO partners Experian/Hitwise for search campaigns

Experian/Hitwise and KENSHOO have partnered for an integrated platform which will utilize Experian/Hitwise's search data into KENSHOO's keyword bid management solution. This should help marketers obtain higher ROI's from search campaigns because of the increased targeting and keyword information available.

by Kristina Knight

kenshoo.jpg"KENSHOO's...methodology is all about integrating the tools needed to manage search marketing campaigns," said Andrey Shirben, KENSHOO partner and director of business development. "By integrating with Hitwsie...we're equipping our clients with an even stronger degree of actionable intelligence and competitive insights to power their online campaigns."

For the partnership KENSHOO will integrate weekly website, industry category and search terms data from the Hitwise platform to deliver more information to its advertisers. Experian/Hitwise samples data from more than 25 million consumers to make their determinations.

"This partnership brings together Hitwise best of breed data with leading enterprise SEM platform, KENSHOO Search, to drive more informed campaign decisions with the immediate ability to carry them out," said Luke McGuinness, Experian/Hitwise vice president of partnerships and product management.

comScore data for may finds that American consumers queried nearly 16 billion searches in May, a 3% increase over April numbers. The bulk of these searches were queried via Google (10.2 billion searches), Yahoo and Microsoft, but smaller niche engines continue to gain tractions with consumers as these niche engines offer more detailed reporting. Search returns based on context or content, for example, rather than a specific keyword.

The partnership will first be offered to Hitwise clients in Australia, the US and the UK.

Tags: comScore, Experian/Hitwise, KENSHOO, search engine marketing, search engine optimization, search marketing, search queries

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