SearchForce Adds Attribution Modeling to Cross-Channel Tracking

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Enhanced SEM and Bid Optimization Platform Now Credits Advertisers for each Click in the Buying Cycle - Across All Media and Channels

This is critical functionality for any advertiser under pressure to optimize budgets and deliver a stronger ROI.

SearchForce, a leading SEM and bid optimization software company, today announced major enhancements to its Cross-Channel Marketing Tracker. The SearchForce platform - used by some of the world's largest agencies and brands - now gives advertisers new tools to attribute credit and measure all clicks within a specific purchase funnel.

"Our clients need a more accurate way to measure channel accountability and its effects on paid search," explained SearchForce President Dhiren Dsouza. "This is critical functionality for any advertiser under pressure to optimize budgets and deliver a stronger ROI."

"Not Just the Last Click"

According to David Rodnitzky, CEO and Founder of PPC Associates, most campaigns are measured through a "last click" model. However, at a recent SMN webinar hosted by SearchForce, he noted that many complex factors impact a consumer's final buying decision.

"It's essential that advertisers track and attribute the right value throughout the entire intricate path to conversion," Rodnitzky said. "With cross-channel attribution, partial credit can be given to multiple clicks in a variety of channels - not just the last click. We need to give advertisers more precise information for making key spending decisions and this includes accounting for the entire purchase funnel that leads to the decision phase."

A More Customized Approach to Attribution

SearchForce is the only SEM and bid optimization solution that allows marketers to weigh the value of each click, assign credits by stage, and establish keyword weightings to customize the attribution curve in a way that increases campaign effectiveness. Plus, it allows for testing attribution models without changing existing methodologies.

"We're taking full advantage of this new cross-channel tracking solution that enhances performance across all media - including display ads, email, advertising on social media channels, premium paid search, and more," said Pete Amerio, Manager of Online Media Placement at PlattForm Advertising, PlattForm Advertising. "And because it leverages existing URL tags, it seamlessly integrates with our existing analytics."

"As a long-time SearchForce client, I'm pleased to see that the company continues to demonstrate a deep commitment to add even more innovative features to its highly scalable and customizable Software-as-a-Service platform," he added.

About SearchForce
Founded in 2004, SearchForce builds a customizable and scalable pay-per-click management & bid optimization platform to meet leading SEM agency objectives. The company's software is used by some of the largest agencies, online advertisers and brands. SearchForce's platform allows clients to effectively manage large-scale, paid search marketing campaigns across Google, Yahoo!, MSN and a variety of other marketing channels to deliver higher returns at a lower cost, and with less work. SearchForce boasts a localized platform with support for multiple languages, time zones and currency. For more information, call 650-235-8777 or visit http://www.searchforce.com.

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Nadia Jamshidi
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