Efficient Frontier for Agencies debuts for paid search help

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Efficient Frontier unveiled its integrated solution program Efficient Frontier for Agencies designed to allow advertising agencies to deliver paid search advertising technology and campaign management to their clients.

Ellen Siminoff, president/CEO of Efficient Frontier, said agencies face several challenges when trying to integrate search into a client's marketing mix. This new program is designed to address those challenges, both for small and large agencies.

"The challenges agencies face are maintaining control of the account and partnering with a search engine marketing firm to provide their customers [with] search capabilities," said Michelle Schofield, vice president of marketing at Efficient Frontier, Mountain View, CA.

"In addition, agencies also have to leverage search into the overall marketing strategy to get high economic return for customers," she said.

The program is designed for traditional and interactive agencies, giving them a choice of a partner-reseller relationship, white-label or co-branded offering.

Also, the program combines client services with bid management technology. It tests and predicts the highest return on all variations of keyword bids, factoring in multiple variables including match type, ad copy, landing page, geographic location, seasonality and time of day. Then, it automatically determines and selects optimal bids and adjusts when market dynamics and business goals change.

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