• by Tameka Kee , August 6, 2007

Aiming to deliver more competitive search insights and strategies for their clients, several Publicis Groupe agencies announced a partnership with Chicago-based AdGooroo, a search engine marketing (SEM) intelligence company.

Search teams at SMG Search, Digitas, Moxie Interactive, and Publicis Groupe Media--which includes Starcom MediaVest and ZenithOptimedia--will use AdGooroo's automated data aggregation tools to analyze keyword spending across verticals, as well as campaign analysis, testing and optimization.

AdGooroo provides snapshots of the search marketplace, giving clients a view of which keywords retailers and their competitors are buying, how much they're spending, and other details.

"Today's advanced digital and traditional marketing campaigns require sophisticated tools to help marketers understand share of voice and other competitive intelligence measures," said AdGooroo CEO Gary Allen.

SMG Search had previously partnered with AdGooroo, and after almost a year and a half of positive results and client feedback, Publicis sought to incorporate the SEM intelligence company's technology and services across its umbrella of agencies. "We felt like everyone within the network should be benefiting from it," said Steve Governale, vice president, managing director, SMG Search.

The partnership comes as more marketers are recognizing search for the wealth of insight that can be provided by its trend data and competitive analysis--not just for its clicks or site traffic. "This data absolutely helps us get smarter about search," said Governale. "But we also believe that search info can be extracted and applied to online display strategies, print, TV--the implications are across the board."

The agencies will leverage AdGooroo's technology for current and existing clients across verticals and campaigns, fostering a streamlined integration of search data into online and offline marketing efforts.