By: Ann M. Mack
(Adweek IQ) Overture Services’ performance-marketing division has launched a tool that aims to help advertisers improve their search-marketing campaigns and reduce the time they spend managing them.
Called Search Optimizer, the subscription-based product is designed to optimize campaigns based on business objectives such as cost-per-acquisition, cost-per-click and return on ad spend. It also enables marketers to automate keyword bidding based on performance-driven bid recommendations, as well as sort through campaigns to determine which efforts and keywords need additional attention.
Search Optimizer builds on Marketing Console, a tool the Yahoo!-owned commercial search company rolled out in November, which allows for campaign management and tracking across multiple online marketing channels, including paid placements, e-mails, banners, paid inclusions and affiliate programs.
Marketing Console primarily provides metrics, whereas Search Optimizer also takes into account business objectives to help marketers improve campaign performance, said Steven Mitgang, senior vice president of Overture Performance Marketing in Pasadena, Calif. Marketing Console will remain in the Overture product line.