Overture unveils search optimizer tool
29 July 2004
Overture's software division is gearing itself up to launch a search optimizer tool.
The tool, designed to help search engine marketers manage and optimize large numbers of keywords, is being developed as Overture's answer to aQuantive's Atlas OnePoint, or Atlas Search,
In common with the other tools offered by the groups marketing division, marketers must pay a monthly subscription fee, which, with the accompanying Marketing Console, is estimated will cost in the range $400 and $900 per month.
Commenting on the development, Steven Mitgang, senior vice president and general manager of Overture Performance Marketing said: "We wanted to allow advertisers to get much more impact -- higher effective performance for their campaigns -- and make them much more efficient at the same time."
Overture says that Search Optimizer will enable advertisers to optimize campaigns, automatically, based upon business objectives such as cost-per-acquisition, cost-per-click or return on ad spend.
By utilising the tool, marketers will be able to sort campaigns by performance to determine which keywords or campaigns require attention.
In turn, users will also be able to create bespoke lists of their most important campaigns or keywords.
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