Covario Unveils New Algorithm At SES

Covario screenshot of siteCovario unveiled the Search Synergy Score during the Search Engine Strategies conference in San Jose. It's a new algorithm bundled into its suite of campaign management tools that helps advertisers determine whether concurrent paid and organic search efforts are behaving synergistically, or cannibalizing each other. SiteTuners, on the other hand, rolled out a guaranteed ROI pricing plan for its landing page optimization services.

Covario's Search Synergy Score was developed to give enterprise-level marketers a single interface for analyzing their paid and organic search campaigns to ensure that they are working together and not against each other.

"Advertisers understand that there's a relationship between the two, and studies have confirmed that there's an impact of paid on organic," said Craig Macdonald, Covario's vice president of marketing and product management. "The challenge--particularly for larger advertisers--is that they have never been able to do anything about it because there aren't really any operating systems that allow them to take advantage of the synergy."

Macdonald said that Covario had spent a number of months developing the Search Synergy Score, but recent tests on a number of client accounts had proven that the methodology was ready for release. "We wanted to find out what the incremental benefit of paid search was for organic listings on a keyword by keyword basis," he said. "And we created a single score that identifies scenarios where there's cannibalization, synergy or a neutral effect." Armed with this data, clients can decide whether to shift spend toward the more beneficial keywords and away from the terms that were dragging down their organic campaigns' ROI and effectiveness.

Meanwhile, SiteTuners announced new ROI-guaranteed pricing for its landing-page optimization services. The company, a division of San Diego, Calif.-based Epic Sky, Inc., is offering advertisers a pro-rated or full refund if the landing page tests and tweaks do not generate at least a 5% improvement in conversions.

SiteTuners sets a fixed price for landing page testing, and guarantees that the new page's conversion rate will improve by a minimum of 5% after optimization. If not, the company will pro-rate its fees and return a portion to the client. And if SiteTuners can't drive any improvement in conversions, the advertiser pays nothing.

"Most competitors typically charge high fees or retainers and do not give any guarantees," said SiteTuners President Tim Ash. "We are confident in our ability to deliver results, and are the only major landing page optimization company to offer this Guaranteed ROI- allowing companies to make higher profits with zero financial risk."

SiteTuners offers conversion consulting and self-service landing page testing tools, in addition to the optimization services, and has worked with companies like Verizon Wireless, McAfee and Texas Instruments.

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