Automated Solution Debuts at SES San Jose;
Improves Search Advertising Results by 44% on Average
Search Engine Strategies San Jose 2008
Large online advertisers will waste as much as $4.5 billion on paid
search advertising in 2008, estimates WebTrends Inc., a leading provider
of web analytics and online marketing solutions.
WebTrends bases this estimate on results of its new service, WebTrends
Ad Director, which will formally debut at the Search Engine Strategies
(SES) conference in San Jose, Calif., Aug. 18-21. WebTrends Ad Director
utilizes self-learning technology to optimize millions of combinations
of keywords, landing pages and ads across the major search networks to
achieve maximum results. Companies using the solution have seen their
return on ad spend increase an average of 44 percent.
“Search engine marketing is one of the most
critical acquisition channels for many companies, but it is clear that a
significant portion of these investments are being wasted or
underutilized,” said Kevin Ryan, vice
president and global content director of Search Engine Strategies and
Search Engine Watch. “As search marketing
becomes even more competitive, marketers would be smart to investigate
automated methods for increasing SEM returns.”
“We have customers that are realizing over
1,500 percent return on ad spend after switching from their old bid
management tools,” said Alex Yoder, WebTrends
CEO. “But more importantly, all WebTrends Ad
Director customers have seen substantial gains over bid management,
while reducing the manual overhead associated with these outdated
solutions. With WebTrends Ad Director, we have struck the optimal
balance between what machines can do best —
repetitive analysis, testing and updates on a massive scale —
and the insight and perspective humans bring to search marketing
decisions.”
Some of the clients who have realized substantial improvements in their
SEM advertising results since switching from bid management to WebTrends’
automated optimization solution include Safelite™
AutoGlass, who increased daily sales by 42 percent after two months, and
Orion™ Telescopes and Binoculars, who
increased quarterly SEM revenues by 35 percent in one year, without
increasing average CPC costs.
“We were able to achieve a much higher
conversion rate and broader coverage of the online space while reducing
staff hours dedicated to search campaign management by 50 percent,”
said Alicia Albo, PsPrint (http://www.psprint.com).
In addition to significantly improving search advertising results,
WebTrends Ad Director is the only automated solution that enables
companies to override the system to achieve goals outside of normal
parameters. For example, a company may wish to set minimum bids on
certain terms, such as brand terms, regardless of the observed return.
Source: WebTrends
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