SEM technology provider Kenshoo Ltd. has integrated its end-to-end search marketing platform, Kenshoo Search, with the latest version of Google Analytics software.
Marketers using Kenshoo will now be able to access all of their cross channel search data in Google Analytics for increased visibility, reporting and analysis.
Kenshoo’s clients also will be able to track consumer behavior and engagement on a site and optimize their SEM efforts accordingly.
Chad Baldwin, director of strategic accounts for Kenshoo, said that advertisers need to optimize the consumer’s path to purchase.
“It’s more than just inbound search intent,” he said. “The clicks beyond [the first] need to be understood as well.”
Kenshoo Search allows online marketers to work with millions of keywords and is now a member of the Google Analytics closed API beta. This program allows advertisers and third parties to more easily manage larger Google AdWords accounts or campaigns.
“There is a big value in getting more accurate analytics,” Baldwin said. “Analytics need to be included in the dialogue with customers in order to have stronger relationships.”