Direct Response Adds Search Tool

Direct Response Technologies, an affiliate and e-marketing technology company and a unit of Digital River, said it is launching a paid search management service.

The Web-based "DirectTrack Bid Management" service helps affiliate marketers manage bids for paid search campaigns and tracks their return on investment.

The bid management tool integrates Direct Response Technologies' DirectTrack affiliate management platform with its KeywordMax paid search bid management tool. About 500 merchants and 150 affiliate networks use the DirectTrack platform to send out offers to affiliates globally, according to Direct Response.

The DirectTrack Bid Management program allows marketers to bid on keywords by cost-per-action goals, view their commission data and pay-per-click cost data in one place by keyword, and provides analysis on click fraud and ROI.

Digital River is based in Minneapolis.