Latitude & Kenshoo equals = 85 % > efficiency & 80% > performance

March 12, 2010
by Duncan Fisher

To manage paid search accounts with sizeable inventories requires a combination of search marketing expertise and strong technology. There are a lot of solutions out there that claim to be the “best in class” when it comes to paid search applications. So over a year ago we trialled a selection of the industry’s leading ppc management technologies. All had their benefits to some extent, but for us Kenshoo Search came out on top because of its ability to deliver the best solution for managing high product inventory campaigns.

For many advertisers it can be a real challenge to ensure continuous visibility across its entire product range whilst at the same time controlling the creative messaging, ensuring both its freshness and relevance. We’ve found through Kenshoo Search that this is possible and extremely efficient, saving up to 85% time on campaign management when compared to using a combination of search engine platforms.

Efficiency is an important consideration particularly in an increasingly competitive market, but so too is the continual strive for performance improvements. Tools such as the Kenshoo XML feed crawler allow advertisers to automate the integration of their product inventories with the search engine accounts on a daily basis. This is significant when dealing with thousands of product lines in retail or thousands of destinations for travel clients. Both sites will have frequently changing products or destinations and the crawler allows the advertiser to react quickly, pausing keywords that are no longer relevant and creating new ones that now are. The same approach is applied to creative messaging within the adtexts. When a price point changes within the site, the crawler is able to pull on this data through the feed and amend within the search engine.

For a recent example please see this case study with Dolphin Music that illustrates the benefit of the Kenshoo XML feed crawler.

Having the ability to automate these resource heavy tasks allows more time to be spent on other key areas of PPC management such as targeting optimisation (demographics, geo, adscheduling etc) and data analysis and optimisation. Kenshoo Search is certainly a welcome SEM Tool for Latitude and its clients.

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