Coremetrics debuts enhanced search application

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Coremetrics on Jan. 30 launched several new applications designed to streamline management of search engine marketing campaigns and allow aspects of such efforts to be managed from within a single interface.

The San Mateo, CA, company claims its latest product version is the first of its kind to fully integrate automated bidding with in-depth analysis. Marketers can create rules to manage performance targets such as sales, return on ad spend, impressions and new buyers as well as automatically adjust bids during peak buying times.

In effect, Coremetrics has introduced an automated bid management system, campaign landing page report and detailed keyword zoom features to its flagship paid search management application, Coremetrics Search.

By automating bid management, marketers can get reports that inform them which are the most relevant and cost-effective keyword terms, be they branded, non-branded, natural or paid.

The campaign landing page report analyzes a set of Web page performance variables such as conversion rate or bounce rate for every keyword directed to that page. The granular keyword zoom allows marketers to highlight their highest-performing keywords and find similar keywords and phrases to add to their paid search inventory.

The Coremetrics zoom functionality identifies similar keywords that have been used in natural searches and highlights the best-performing broadmatch ones. Marketers can then identify and eliminate negative keywords from broadmatch searches.

The offering integrates with Coremetrics Online Analytics, both of which are powered by Coremetrics LIVE Profiles. LIVE Profiles collect every click to a Web site and stores it in a visitor-specific profile.

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