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BizReport : Search Marketing : February 02, 2007

Coremetrics launches search ad "one-stop-shop"

Search marketers looking for an easier way to manage campaigns may find it with a new product from Coremetrics. The company has launched Coremetrics Search 2007, a "one-stop" product to create, manage and complete search marketing campaigns.

by Kristina Knight

According to John Squire, senior vice president of product strategy for Coremetrics, the product allows advertisers to adjust spending according to how keywords are doing in a campaign. "Marketers want to focus their efforts on intelligent investment in the most relevant and lucrative paid search terms and dovetail those efforts with their natural search programs," he said.

Here is how the new system works: marketers set up automatic bidding on specific keywords, once the keywords begin performing the marketers can adjust how much money is spent on specific keywords so that they get the best return on their investment. Marketers can also see conversion rates and find similar or semantically-driven keywords to replace non-performing keywords.

Online advertising is expected to see rapid growth over the next few years, and paid search advertising is expected to be at the top of that growth trend. In 2007 alone, search marketers are expected to increase search spending by 39% according to new research from OutSell Inc. Pay-per-click advertising, on the other hand, is expected to fall in the coming years as click fraud becomes more prevalent.

Tags: paid search, search marketing, search marketing analytics

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