ValueClick Rebrands Search; SEO Launches Engine Tracker

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Search engine marketers debuted a flurry of programs yesterday at the Search Engine Strategies Conference & Expo.


ValueClick Inc., Westlake Village, CA, said it is rebranding and expanding its paid search offerings under the ValueClick Search brand.


Search optimization firm SEO Inc., Carlsbad, CA, introduced Engine Tracker, which ranks and tracks Web sites so advertisers can quickly spot significant changes in their online marketing campaigns.


Snap.com, a search engine for broadband users in Pasadena, CA, launched a program that lets advertisers pay not only for clicks but also for desired business results, such as sales, downloads, leads and subscriptions. Snap said its cost-per-action service goes beyond pay-per-click advertising offered by other search engines because advertisers are "guaranteed that every marketing dollar will yield a firm and productive ROI."


Meanwhile, ValueClick's new brand includes the self-service Search123 network, which it acquired in May 2003, and Simpli, its new premium search network. ValueClick is positioning Simpli as a service offering publishers enhanced, integrated search functionality to monetize their search traffic.


"Simpli's meta-engine architecture queries leading paid and algorithmic search engines and presents highly relevant search results across image, audio, video and news," the company said.


SEO said its new Engine Tracker lets marketing directors, Webmasters and others see the major factors contributing to their Web site rankings -- along with those of competitors -- aggregated in one spot.


Tracker examines inbound links to eight engines, four major directories, Google's page rank and Alexa's traffic ratings. The service also lets subscribers create customized e-mail alerts informing them of changes that meet user-defined thresholds.


"Online marketers need to understand the reasons behind their search engine rankings in order to run effective search engine optimization campaigns, take corrective action when necessary and see how those actions or others affect their Internet positioning," SEO president Gary Grant said.


Search Engine Strategies 2005 runs through Thursday at the Hilton New York.


Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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