American Express Open releases search marketing toolset

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American Express Open, the financial giant's small business unit, launched a search marketing tool for small businesses and agencies June 22. It created the platform, called “SearchManager,” with search advertising firm Clickable.

The platform will enable businesses to manage paid search campaigns across major networks including Google AdWords, Yahoo Search Marketing, Microsoft AdCenter and Facebook Ads with one dashboard. It is part of AmEx Open's larger initiative to offer small business marketing technologies.

 “We are looking to help small businesses grow and there is a lot of interest in search for small businesses,” said Rob Ciccone, VP, business solutions, at American Express Open. “Yet, according to our research, 71% of small business owners are not spending money on search, because they are too busy running their business to deal with the evolving world of search.”

American Express also maintains a suite of business-to-business products that includes AcceptPay, an online payment tool; InsuranceEdge, an online tool for insurance quotes; and FX International Payments from American Express, an international wire transfer tool.

Ciccone said search was the natural next step, because American Express wants to be a one-stop shop for small businesses.

American Express has also expanded into other nontraditional business areas in recent months. It launched LoyaltyEdgeSM, a practice area to help its corporate clients develop or enhance loyalty programs in January. It also launched an analytics and consulting organization, called “American Express Business Insights,” last November.

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