How Much is a Keyword Really Worth?

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Marin Software unveils precision conversion- tracking feature that allows marketers to fine-tune SEM programs and wring maximum ROI out of their search spending.

Furthermore, it allows for more effective bidding at a more granular level based on business goals around different conversion types. With all pertinent campaign data at my fingertips, I can spend my time analyzing results, not crunching spreadsheets to find out what happened. This is a huge time saver

News Facts:

Marin Software, provider of Marin Search Marketer®, the leading enterprise-class paid search management application for advertisers and agencies, today introduced the industry's first-ever Multi-Conversion Tracker functionality to enable search marketers to track unique conversion parameters for each individual keyword.

The new feature, now available to all Marin Software users, lets marketers define and measure their own conversion metrics. For example, an e-commerce marketer may want to separately track store locator visits, newsletter registrations, or purchases from different product categories. Lead generation/performance marketers can value conversions from different clients separately, and bid on the total bounties received. For the first time, marketers can get an accurate view of which keywords lead to which types of conversion events.

Marin Software's Multi-Conversion Tracker is the first of its kind in the paid search management market. Key benefits of the Multi-Conversion Tracker include:

  • Lets marketers define conversion metrics based on their business goals: from an online purchase to a store lookup or newsletter sign-up, etc.
  • Allows lead-gen businesses such as insurance and finance to measure value of keywords, even when a "hard" conversion of a sale does not take place.
  • Allows multi-channel retailers to find out if certain keywords are driving customers into stores or to the phone to make purchases, instead of completing a purchase online.
  • Allows online retailers to track conversion to the SKU-level, instead of only measuring total order volume, to find out with certainty which keywords convert into sales on which specific products.
  • Allows marketers to automatically bid on the combined total value, adjusting the individual margins or bounties independently.

Quotes:

"Most search management platforms only allow marketers to measure whether or not a conversion took place after someone clicked on a keyword," said Chris Lien, chief executive officer of Marin Software. "Marin Software's sophisticated new Multi-Conversion Tracker functionality lets marketers define their own conversion metrics - such as whether someone entered their zip code to look up a store location, which shows they'll likely make an in-store purchase, or whether they entered an email address to receive a newsletter. Finding out with certainty which keywords drive which types of conversions enables marketers to better allocate bids and increase the ROI of their search campaigns," said Lien.

"Multi-conversion tracking allows for in-depth and accurate measurement of campaign performance," said Ayse Guvencer, senior search account manager at Razorfish. "Furthermore, it allows for more effective bidding at a more granular level based on business goals around different conversion types. With all pertinent campaign data at my fingertips, I can spend my time analyzing results, not crunching spreadsheets to find out what happened. This is a huge time saver," said Guvencer.

Resources:

About Marin Software
About Multi-Conversion Tracker
About Marin Search Marketer

About Marin Software:

Marin Software provides an enterprise-class paid search management application for advertisers and agencies. Marin Software's "No Black Box" methodology offers serious search marketers unprecedented control and transparency over their SEM programs. Marin Search Marketer® addresses the workflow, analysis, and optimization needs of large-scale advertisers and agencies, saving time and improving financial performance. Marin's has over 100 clients, including Razorfish (Nasdaq: MSFT) and ZipRealty (Nasdaq: ZIPR) and Trouve Media. Marin's clients manage over $250 million of annualized paid search spend. In October 2008, Marin won ClickZ's 2008 Marketing Excellence Award for Best Search Management Application. Marin is backed by Benchmark Capital and Amicus Capital.

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Kari Moe Straley
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