Adobe Adds Keyword Performance Predictive Analytics to SearchCenter+
Adobe has partnered with OptiMine Software to add keyword performance predictive analytics to its search marketing tool, SearchCenter+. The new feature is designed to help search marketers analyze unique characteristics of individual keywords and increase ROI.
Tim Waddell, director of product marketing for Adobe’s Omniture Business Unit tells WebProNews, “The relationship is built on Adobe SearchCenter+’s alignment of engine, traffic and conversion data with OptiMine’s powerful keyword level algorithm which provides customers with new options for automated bid management.”
“Adobe will pass 12 months of keyword level data along with an ongoing daily feed to provide the algorithm with historical performance data to determine seasonality or other trends combined with the recent performance,” he adds. “We then define at a keyword level which variables are most important and match one of twenty four (24) different statistical models to define the optimal bid for the next day… Thus predicting optimal paid search performance.”
When asked what sets this apart from other similar tools, Waddell says, “The native data captured by Adobe SearchCenter+ aligned with OptiMines keyword level algorithm is a powerful combination. This option also gives our customers choices in how they want to manage their campaigns – we think the ability to manage high-touch head terms with our existing SearchCenter+ bid solution, which gives marketers total control and flexibility to bring in the human element along with the powerful automation OptiMine delivers is a great combination.”
“Customers can choose to manage their keywords any way that suits their needs,” he adds.
As far as cost to the user, Adobe SearchCenter+ is sold on a percentage of ad spend, and Waddell says the new functionality will follow the same model.