The launch of paid product listing ads in Google Shopping prompted Didit to acquire Inceptor, according to Didit Founder Kevin Lee. He said "Google’s launch of that product has huge implications for retailers."
Supporting dozens of comparison shopping engines, Inceptor gives Didit custom search engine (CSE) and feed management expertise. The technology supports optimization for Google Shopping and product listing ads running alongside display media, particularly retargeting, which requires specific technology and highly specialized skills and expertise, Lee said. Inceptor provides that expertise; Didit, the other half.
Another catalyst for the acquisition -- clients want SEO and social support from the same company that runs their paid-search campaigns. Didit already offered that support. So rather than build an expertise in PLA and feed management, Didit bought it.
Good news for marketers combining social and search. Kenshoo data reveals Facebook ad spend growth continues to outpace paid search, with Kenshoo Social clients growing Facebook ad spend by 36% during the first half of 2012.
Lee said Didit and Inceptor also have a common tracking and optimization platform that unifies reporting, but also enables the company to understand instances when CSE/feed clicks occur close to paid-search clicks.
When asked how the feed optimization works, Lee said "feeds have high and low return on investment components, similar to keywords, and when managed next to paid-search campaigns, including AdWords, we see the interaction effects and can optimize at the SKU, keyword, and geographic level, simultaneously."
One of the biggest challenges for online retailers and online marketers is media budget allocation for optimal profit, taking into account attribution and marketing mix, Lee said. The joint technology offers that along with experts running it all, he said.