Digital marketing software company Kenshoo will launch new functions Monday as part of the Kenshoo Enterprise 4.7 platform. The features integrate organic and paid-search reporting and rules-based bidding policies for China's search engine Baidu.
As part of the improvements, Kenshoo formed partnerships with SEO technology providers Rio SEO, BrightEdge, and Conductor to bring organic search data and analytics into the Kenshoo Universal Platform.
The platform now integrates search engine optimization metrics into search engine marketing campaign reports, enabling marketers to analyze organic and paid results side-by-side, as well as take action to optimize search programs.
The integration enables new rules-based bidding policies for Baidu, China’s top search engine, such as Increase Profit and Control CPA. Mobile and tablet device targeting for Yahoo Japan and adCenter keyword match type support for Bing and Yahoo.
Advanced search performance can now complete bulk account changes 25% faster.
According to Aaron Goldman, CMO at Kenshoo: "Paid and organic search have begun to blend in search results. It's forced marketers to think differently about a combined view."
Russ Mann, CEO at Covario, parent company of Rio SEO, said paid-search marketers want to bid on paid-search ads with support from data like SEO. Several clients have begun testing the integration. LuRae Lumpkin, Covario VP of global paid media services, believes it provides a complete view of a client's investments and performance.
BrightEdge already supports the ability to manage paid and organic search in one platform with Adobe through SearchCenter and Site Catalyst, and Google through AdWords and Analytics.
At the April MediaPost Search Insider Summit, BrightEdge VP of Marketing Brad Mattick talked about a case study with Loews Hotels in partnership with Adobe and HeBS where the integration enabled the company to combine target keywords from paid and organic and optimize high-performing paid keywords for organic search.