Adobe to Help Search Marketers Keep Paid Campaigns From Cannibalizing Organic SEO

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Back in the fall of 2009, Adobe announced it was acquiring web analytics software provider Omniture. As a result of that acquisition, Adobe runs SearchCenter+, a paid search campaign management tool. 

Adobe announced today that SearchCenter+ now allows users to integrate data from both paid search campaigns and organic SEO. 

"Our customers derive significant value from our ability to serve as the hub to gather, analyze and take action on their valuable marketing data,” said John Mellor, VP, strategy and business development at Adobe's  Omniture Business Unit. "Customers use SearchCenter+ to collectively manage more than $1 billion of the global paid search spend. Adobe now helps search marketers ensure that their paid search initiatives do not compete with or cannibalize the search volume they’re already receiving from natural search.”

Adobe SearchCenterUsers can measure paid and organic search rankings, onsite engagement, or conversions in one report, use performance of natural search to adjust their paid search bids, gain insight to help in making keyword bidding decisions, etc. 

The new version of SearchCenter+ is currently in beta, and is expected to become generally available in the second quarter.

The Omniture acquisition has been big in terms of making Adobe a bigger deal for search marketers. Late last year, the company also introduced a tool for site search, aimed at helping marketers anticipate visitor search intent and promote relevant products and content. 

Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.

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