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BizReport : Search Marketing : November 02, 2006

Kefta Offers Self-Serve Search

Improved advertising targeting, better landing pages, and other improved marketing elements are the draw behind Kefta’s new self-service personalized ad service platform. The smaller version of Dynamic Targeting is geared for small and medium sized businesses on the web.

by Kristina Knight

Kefta CEO Philippe Suchet said (via Clickz), "There's more pressure for delivering sales, a need to go beyond buying keywords on a search engine."

Kefta, a marketing solutions firm, says the platform gives vendors a better handle on their search marketing campaigns because marketers can plan and then change campaigns based on segmentation, campaign structure and targeting optimizations based on search queries, site behavior and geo-targeting data.
Here is how it works according to the company website. “As each visitor comes to the website, the program automatically gathers information that is pertinent to your business.” The information usually includes paid and organic keywords, affiliate and link tracking codes, banner and email promotional codes, demographics, speed of connection, and prior behavioral information such as purchases or products of interest.
Though the new version doesn't do all of the things the full-scale version of Dynamic Targeting does, the company expects new clients to start out using the pared down version and then move into the full-service platform.

Tags: geotargeted advertising, search engines, search marketing

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