RAM: Beyond Clickthroughs

With search marketing budgets expected to reach $11 billion in the next five years, and the complexity of running campaigns increasing, finding the right technology is critical for big spenders in the space. Coremetrics, a provider of behavioral and search marketing analytics, may have the right solution.

The company entered the search marketing management space last month with Coremetrics Search, a tool that enables users to manage search campaigns on Google and Yahoo! through its proprietary interface, as well as write ad copy, preview ads, and manage bid levels and budgets. The product incorporates Coremetrics' analytics suite, which not only keeps track of clickthrough rates on search campaigns, but also tracks on-site search optimization and visitors arriving via natural search as well as paid search.

"We're moving beyond analytics to allow people to create their search campaigns within Google, create their search listings with Yahoo!, and be able to track those online with a search analytic," says Matt Lawson, Coremetrics' director of product marketing. "We're allowing them to close the loops and perform the management and tracking within a single interface."

Coremetrics largely works with retail, travel, and finance clients, three of the biggest sectors in search marketing.

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