Magnetic, C3 Metrics Help Marketers Refine Ad Targeting, Search


Magnetic and C3 Metrics have launched a retargeting and funnel attribution model. The combination of platforms from the two companies -- search targeting and attribution technology -- allows marketers to understand the words consumers search to arrive at an advertiser's Web site.

The duo unveils the partnership Wednesday with an undisclosed consumer product group company.

Magnetic retargets display ads based on consumer search history. Partnering with search engines allows the company to see about 8 billion searches monthly, according to Josh Shatkin-Margolis, Magnetic CEO. The code on result pages of search engines allows Magnetic to gain the insight.

Now Magnetic's embedded code supports macros and instructions from C3 Metrics to monitor attribution. C3 Metrics will serve the line of code on the search engine and pass on to Magnetic the specific search term. The two companies will exchange data to support clients.

"Keywords are the insight advertisers choose to define their target audience," Shatkin-Margolis says. "Any additional information you can provide to marketers is invaluable. It will change the way companies spend the approximate $20 billion on search campaigns."

The Search Engine Professional Marketing Organization estimates the North American search marketing industry will rise 16% in 2011 to reach $19.3 billion. More companies this year will begin to integrate search data into other types of media. In display advertising, the integration allows advertisers to track campaign clicks and specific keyword searches.

Along with Shatkin-Margolis, C3 Metrics CEO Mark Hughes says the deal gives advertisers insight into the "upper funnel," especially the competitions' keywords. Hughes says one competitor often bids against four others on search terms. If Audi knows it can capitalize on the positive correlation to a searcher searching on the word "Cadillac," it may want to capture the data from the search terms so it can begin remarketing display ads to people who search on the competitions' keywords.

Hughes defines "positive correlation" as when a car manufacturer like BMW spends $7 million more online this year, compared with last. The increase also benefits similar manufacturers like Audi. "For every dollar spent on search marketing with the keyword 'BMW,' if you're Audi, you might get $4.32 back in revenue value," he says, explaining that the advertisers buys the ads against competitor bids and terms. "Cadillac might get $8.32."

C3 Metrics is looking to capture the data that tells advertisers which words began the transaction or completed the conversion for the advertiser and its competitors.


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