A platform from Adchemy launched Wednesday to improve search engine marketing (SEM) conversions predicts consumer intent to customize paid-search ads and landing pages. It doesn't follow consumers
around collecting information through browser cookies, but it does collect search information to build word maps.
Sophisticated technologies like this one makes me wonder if SEM technologies
that target ads will make behavioral targeting technologies of the past obsolete. Search has become a strategic marketing channel, and I can't help but think behavioral targeting technologies will
come in second to platforms that can target based on behavior rather than those that follow consumers through the Internet collecting and sharing information.
After all, along with Google
Instant, these technologies predict intent. I have seen the transition occur in other industries much older than the online advertising industry.
Although a far cry from traditional behavioral
targeting technology, Adchemy's software as a service platform (SaaS) automatically tailors marketing messages in paid search ads based on intent by interpreting the consumer's online searches.
SEM agencies and Fortune 100 companies in telecom, insurance, consumer banking, retail and CPG continue to test Adchemy WordMap. Some notice a rise in paid search conversions by up to 400%, according
to Anurag Wadehra, senior vice president of product and marketing at Adchemy.
The intelligence built into the Adchemy WordMap application will allow marketers and search engine marketing
agencies to dramatically improve the performance of paid search campaigns. Adchemy WordMap extracts the underlying consumer intent or attributes such as brand, price and color. If the consumer
searches for "cheap laptops," it signals the value in the keyword "cheap." Search queries create a word map that tells the technology the ads to serve up, which allows the platform to target ads
based on consumer behavior.
The word map built with natural data can be stored and hosted for periods of time. All the search queries then run against the word map. If someone searches on "a
white shirt for a party" the copy for the paid search ad gets constructed to serve the consumer searching on the query.
A relational database organized by topics matches the relationship with
the queried words. Keyword expressions determines how intent signals get grouped together to become queries, allowing marketers to parse out keyword or query intent -- intent that might displace what
we've come to know as traditional BT.