Top Brands Grow Revenue with Range Online Media's Enhanced Feed Management Platform

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Range Online Media's clients increase ROI through informed integration of CSE and paid search campaigns

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By further connecting our paid search and CSE campaigns through the Feed Management Platform, we continue to ensure our clients are top of mind when customers are on the purchase path.

A recently released enhancement to Range Online Media's Feed Management Platform is generating significant ROI growth for marketers, due to its integration of comparison shopping engine and paid search campaigns. This new enhancement capitalizes on the new product-based listings on Google and allows brands to increase their view share in sponsored results.

With the release of the upgraded Feed Management Platform, Range Online Media can now ensure deeper integration between its clients' paid search and comparison shopping engine campaigns by supporting the advanced targeting capabilities of Google's Product Extensions ads. The ad extensions - colloquially known as PlusBox while in beta - display products that Google deems relevant to specific queries. Range's clients can now leverage the extensive data within Range's Strategic Results System (SRS) to better target the products exposed to users when Product Extensions advertisements are shown, driving more revenue at a better return on investment through intelligent, informed targeting.

In the most basic form of optimization, the platform monitors the results produced by each product within each of the CSE campaigns and automatically turns individual listings "on" and "off" based on their effectiveness at achieving the objectives establish for the campaign (CPA, revenue, ROI, ROAS, profit etc.). The platform also employs advanced optimization algorithms that can be customized to clients' specific goals, using everything from category performance information to the individual attributes of a specific product.

"Our mission is to incorporate best practices and expertise in developing software that stays ahead of market- driving trends in feeds and in technology, based on the unique needs and feedback from our diverse client base," said Misty Locke, President of Range Online Media and Chief Strategy Officer of iProspect. "By focusing on technology build-out that better synchronizes clients' holistic online campaigns - whether syncing feeds, paid search, SEO, display or social media - we empower our client partners to make better informed decisions with their budgets, time and resources."

Range Online Media's feed management service is unique in the marketplace in that it enables instant cross-media optimization, based on each client's specific success criteria. Converse and Toshiba are just two of Range Online Media's clients that will benefit from the enhanced Feed Management Platform.

Range Online Media typically receives raw data from clients, which they process and convert into data feeds built using the specified file formats required by each individual shopping engine. Range Online Media's Feed Management Platform simultaneously optimizes the content within the feeds in order to appeal to the various relevancy algorithms. This ensures the listings will rank as highly as possible in the search results, allowing the client to gain a competitive edge in the online marketplace, which, in turn, results in increased revenue.

"Just like any piece of your marketing mix, technology is only as strong as the people managing it," said Nicholas Ward, Principal Product Manager at Range Online Media. "Our approach ensures that each budget is spent efficiently and that each campaign goal is achieved. By further connecting our paid search and CSE campaigns through the Feed Management Platform, we continue to ensure our clients are top of mind when customers are on the purchase path. We will now be able to suggest to Google which products to appear in the Product Extensions ad units for specific keywords. This will help us increase client revenue by increasing click through rate and conversion rate."

Range Online Media is a leading search and interactive marketing agency that delivers measurable success through comprehensive, online marketing services, including paid search marketing, search engine optimization (SEO), online media placement, mobile and social media, strategic planning, performance optimization and more.

Range Online Media currently offers strategic leadership and campaign management services to Neiman Marcus, Bergdorf Goodman, Hermes of Paris, Bass Pro Shops, Godiva, Gap Inc., Timberland, Converse, Wyndham Hotels & Resorts, Accor Hotels North America, The Container Store, and many other smart clients.

Range Online Media is an iProspect company and a member of the Aegis family of agencies. Most recently, iProspect and Range Online Media were noted to have more clients on the 2010 Internet Retailer Top 500 than any other agency and were ranked third on the 2010 AdAge Top Search Marketing Agencies list. Range Online Media was proud to have received the highest average client satisfaction rating in the paid search industry by Jupiter Research in the two most recently published Constellation Reports. They have received a number of industry accolades, including a 2009 OMMA Award for online advertising creativity in search marketing for Cole Haan, and SES Awards in 2009 for Best Use of Local Search for their work with Reliant Energy and in 2008 for Innovative Use of SEO with Nike.

They are headquartered in Texas and have offices in New York and Utah. Please visit their website at

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