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AdWatcher is an all-in-one tool that monitors your ad campaigns for fraudulent activity, helps you track your Return on Investment (ROI), and manages your online advertising from one place.

Boris Mordkovich, Co-Founder and Director of Operations at MordComm, the company that develops Adwatcher, kindly agreed to answer a few of my questions:

The Interview

Q: Boris, can you give us a small introduction to AdWatcher ?

Absolutely. The informal way to describe AdWatcher would be as a tool that helps advertisers who promote themselves via Pay-Per-Click, banners, emails, etc. get a better handle on their ad campaigns. Our typical clients are busy business owners or a marketing professionals that have a million of things to do every day. Not only they must make decisions about how to advertise and grow their business, but they also have to monitor and track their efforts to make sure their ads are working well. Our job is to empower the them and help him or her make the right decisions about their advertising dollars based on the data we collect and analyze.

Q: What’s the most important feature in Adwatcher, as you see it ?

AdWatcher, while offering a wide arrange of features, primarily focuses on two elements: click fraud detection and ROI tracking.

The click fraud element analyzes every click that comes in, detects suspicious activity, prevents it from happening again in the future and helps to actually get the refunds from the search engines.

ROI Tracking focuses on analyzing the conversions and showing the advertiser precisely what works and what doesn’t, what brings in sales and what simply wastes their money, which landing pages can convert best, and so on.

Between the two of them, our clients can get a good idea of how their campaigns are doing and what needs to be improved.

Q: How does AdWatcher set apart from the competition ? (Mainly ClickDefense, ClickTracks, iWebTrack etc.)

Good question. First of all, I’ll be the first one to admit that ClickDefense, ClickTracks and others are great companies and have their strong points, as well. If you think about it, all of us are trying to offer similar things to our clients. The differences, however, begin when you actually start using the service. We are different because of what we offer, the way we develop our software, and our philosophy towards our customers.

When you begin using one service or the other is when you see the crucial difference of a software designed by professionals for the user in mind. The ease-of-use, quick learning curve, intuitive interface – that’s what makes our software stand out and ultimately what will allow you to get the most out of it. After all, what’s the point of hundreds of reports and features if you can’t figure out how to use them?

All of our features that has been perfected over the years and improved based on customer’s suggestions and industry changes. We know that advertisers are looking for tools that will put them in control, give them the information they need quickly and accurately, protect their campaigns against click fraud and help them get refunds from the search engines. We do it all and we do it well.

Q: What’s Adwatcher’s client target ? Only for search professionals ? What’s the price ?

To illustrate our target market, let me describe to you our typical client. It’s somebody that spends anywhere between $1,500 per month to $50,000 per month on online advertising. Oftentimes, it’s a business owner or a busy advertising manager that has to wear multiple hats, has multiple responsibilities and very little time. So, we try to cater to them by doing all the number crunching and analysis ourselves and presenting the information to them in a simple, easy to understand format from which they can draw conclusions and make further decisions.

Many of our clients are search professionals, yes. However, the bulk of them consists of business owners, e-commerce store operators and advertising managers that I described above.

In terms of the price, our service starts at $29.95 per month. However, we do offer a free 30-day trial because we want people to try us and see what we can do for them.

Q: Can you tell us about the affiliate system ? What’s the payout, how many affiliates are in the system now …

Our affiliate program is actually a very important aspect of our business. We have over 300 affiliates, many of whom are also our clients, that constantly refer their colleagues and associates to AdWatcher. We recently switched from offering a one-time commission to a 25% residual for-life payment. We feel that it better serves our affiliates and provides them with a long-term reward for every new client they send to us.

Q: What other products does MordComm offer ?

While AdWatcher was the first product we developed and still our flagship one, we have expanded our offerings to serve the needs of our clients.

In the software division, we operate AdScientist (www.adscientist.com). It’s an automated bid management software that can manage all of the keywords across all the major search engines completely automatically. In other words, you simply assign preferred bids or positions for your keywords and it does all the work for you.

In addition to that, we have another exciting project that we’ve been working on. It’s the first - and currently the only - quarterly print magazine for search engine advertisers: Search Marketing Standard. It was launched over a year ago and has gathered over 42,000 readers since then.

It’s actually working out really well, since it gives us the ability to educate prospects first and then offer them the tools to manage their campaigns better.

Me: Boris, thank you for the interview, and keep up the good work.

Cristian, the pleasure is all mine. If anybody has any questions about our products or search engine marketing, I’m always available (and generally respond same day!). Thanks! Boris

And thanks Krumel for letting me know about the AdWatcher

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