• by Tameka Kee , March 18, 2008

SES Covario (formerly SEMDirector) and SearchRev debuted enhancements to their respective search marketing campaign management platforms at SES today.

San Diego, Calif.-based Covario has added Universal Search support to the latest release of Covario Organic Search Insight, a tool that helps enterprise-level companies maximize their SEO investments by analyzing and optimizing multiple Web site factors through a series of audits.

With the adoption of Universal or blended search by all of the engines, site owners need to keep track of multimedia content and ensure that it's optimized--and Covario Search Insight has been modified to assist advertisers with hundreds of pages containing images and video content, as well as thousands of keywords.

Meanwhile, Palo Alto, Calif.-based SearchRev has beefed up its paid search management product with LifeCycle, a feature that tracks the entire search and conversion process--giving marketers insight "beyond the last click." LifeCycle reports on the multi-keyword search process, so that marketers can see searches as they move from information-gathering queries like "laptop," down through specific terms like "Sony laptop," "Sony VAIO laptop," and then a specific model number, price, and ultimately a conversion.

"When you start to really track the conversion process, it's obvious that the last ad clicked is not the really the only lever for the conversion," said Eduardo Llach, CMO of SearchRev. "The insights we gain into the entire search process allows customers to continually update and hone their paid search campaigns into programs which are very cost-effective and show tremendous ROI."