• by Laurie Sullivan  @lauriesullivan, December 10, 2013

Adchemy continues to drive automation through software as a service tool. On Tuesday, the company will release a keyword tool that allows search marketers to manage large-scale keyword campaigns across platforms, automate bid management, improve the keyword ad relevance, and monitor campaign performance.

The tool will let marketers manage a combined system for product ads and keywords, making it easier to manage those campaigns with hundreds of millions of terms. The lack of data could prevent marketers from making informed decisions, so the company enabled the ability to "up-level" or push the management to product categories and product types for a specific keyword, explains Murthy Nukala, CEO at Adchemy.

"Rather than manage 1 million keywords, the marketer can manage 1,000 intent conversations, which makes it more efficient," Nukala said.

IntentGraph -- Adchemy's semantic graph, containing more than 25 million products, their attributes and associated consumer intents -- powers the keyword tool.

Nukala said Adchemy had to solve a few problems, like determining from a data feed that a dress is "elegant" or laptop "lightweight." It takes machine learning technology and deep data mining. He referred to it as solving a multi-class classification problem.

The keyword tool works with the Adchemy product to manage Google product listing ads released at the spring 2013 Search Insider Summit earlier this year. The goal to allow advertisers to manage their own business, categories and product lines supports the company's mantra that marketers should not need to understand the complexities of managing keywords for Google, Bing, Pinterest, Facebook and other sites.