Search Advertisers Get Second Chance

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Behavioral targeting firm Revenue Science has created Search Re-Targeting to provide a solution to rising keyword prices and to interest consumers who click but don't convert or purchase.

Revenue Science claims Search Re-Targeting reduced 40 advertisers' customer acquisition costs by an average 40 percent when running 70 campaigns over six months.

"Search Re-Targeting from Revenue Science allows direct response advertisers to identify a search audience after they click on a search ad but leave the advertiser's Web site without converting," said Omar Tawakol, chief marketing officer of Revenue Science, New York.

"The advertiser can then re-message to non-converted searchers across a network of Revenue Science marketplace Web sites, with access to 30 billion impressions per month," he said.

Search Re-Targeting uses the keywords and phrases searched as well as the engine used, giving advertisers greater ownership of the search audiences they pay for, Mr. Tawakol said.

How does it work? Consumers search and click on a text ad. They are taken to the ad's landing page. If they don't follow through with the next action, Revenue Science tags these users and shows them the same ads when they visit a site in its network. The advertiser pays only for the ads that are clicked on.

"Spending on search engine marketing is projected to reach $7.19 billion in 2006 -- almost $6 billion of it on paid search advertising," Mr. Tawakol said. "Marketers must find a way to get a better ROI on these dollars, especially as keyword prices and click fraud make their budgets less effective."

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