San Francisco — Striving to make a strong foothold in the most competitive online sphere, popular graphic application maker Adobe Systems Inc. has now started to take advantage of its acquisition of Omniture, on Wednesday announced that its search marketing management system Adobe SearcCenter+ has added keyword performance predictive analytics through a partnering agreement with OptiMine Software Inc.
No financial terms of the agreement were disclosed, but, the association with OptiMine would enable search marketers to considerably increase paid search performance.
The new feature is designed to help search marketers analyze unique characteristics of individual keyword performance predictive analytics and in theory — deliver a higher return on investment (ROI) compared with cluster-based modeling, where bids are defined in groups of similar keywords.
According to the company, this agreement would empower search marketers to achieve substantive increases in paid search performance, such as higher return on ad spend, increased leads, higher conversion rates, increased revenue and greater profit per keyword. Tests carried out with search marketers using OptiMine’s keyword modeling have shown improved performance of 25 percent or more.
“Digital marketers are analyzing their paid search outlay in the context of many other digital channels, like social, display and email,” said John Mellor, vice president of business development, Omniture Business Unit, Adobe. “Having the ability to predict the return on paid search becomes vitally important when deciding on marketing mix and budget allocation. SearchCenter+ helps our customers spend their paid search budget on keywords that will impact the metrics most important to their business.”
Besides, the inclusion of OptiMine predictive keyword analytics to SearchCenter+ is particularly powerful for Adobe customers because SearchCenter+ captures the actual performance of each keyword in every one of the customer’s paid search campaigns.
Tim Waddell, director of product marketing for Adobe’s Omniture Business Unit speaking to WebProNews said: “The relationship is based 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 filter through 12 months of keyword level data along with constant 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.”
The concept is similar to offerings from Efficient Frontier, is that Adobe’s data and OptiMine’s algorithms can automate bid optimization to not only gain higher ROI, but generate increased leads and better conversion rates. Between six and eight customers have begun testing the combined platforms, according to Waddell.
Other Adobe customers can start adding this new capabilities to their SearchCenter+ contracts immediately.
When asked what sets this apart from other similar tools, Waddell says, “The indigenous 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.
“We are delighted to partner with Adobe SearchCenter+ and believe the relationship validates the significant customer returns generated through our unique ability to automatically model every keyword,” said Jim Moar, chief executive officer, OptiMine. “The integration of our automated bid optimization coupled with SearchCenter+’s robust data will enable Adobe’s Online Marketing Suite customers to be even more successful.”
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.