Service Search Engine Marketing Offering
8.5.04
Search Engine Marketing Firm iProspect Announces Its Own Pay Per Click Advertising Bid Management Tool
iSEBA® Keyword Bid Management Tool Augments iProspect’s Full-
Service Search Engine Marketing Offering
San Jose, CA - August 5, 2004 - iProspect®, The Original® Search
Engine Marketing Firm, unveiled iSEBA® (iProspect Search Engine
Bidding Agent) at
the Search Engine Strategies Conference this week. iSEBA® manages the keyword bidding process for pay per
click advertising
campaigns on both Google and Overture’s paid search programs. Over the last year iProspect’s staff has provided PPC advertising services
utilizing the agent to manage over 40 client campaigns. A patent was filed for iSEBA® with the U.S Patent Office
on July 22, 2004: http://www.iprospect.com/media/press2004_07_27.htm.
Globally Optimize the Keyword Set Across the Campaign
iSEBA® optimizes the spending of a clients’ budget across the entire
set of keywords – a methodology known as “global campaign optimization” – which produces results superior to those produced by bid
management methodologies which optimize on a keyword-by-keyword level. And iSEBA® is an objective-based tool that
enables
iProspect clients to select to have campaigns optimized by their choice of
results: traffic, conversions, ROI, revenue or profit.
iSEBA® is a true “agent” in every sense of the word. It will test
every keyword in a client’s keyword set by bid price and position, by hour of the day and by day of the week, using neural net
modeling to predict bid prices every hour. It also runs ‘what-if’ scenarios every hour to predict what effect changes to bidding
will have on the bidding outcome and the rate at which a client’s budget will be spent. From what it “learns” and then predicts, it
makes bidding adjustments every hour, selecting the set of keywords, the prices, and the search result positions that will generate
the best results for the client that hour. It does this every hour of the day 24/7/365.
Keyword Imputation
In addition to its global campaign optimization capabilities, iSEBA®
has a unique linguistic component that recognizes when new
keywords are added to
the campaign’s keyword set that are linguistically similar to already-optimized keywords. Once the newcomers are recognized,
iSEBA® immediately starts bidding on
them like their already-established
counterparts. By doing so, these new keywords become ROI-positive almost immediately.
Historic Data Import
iSEBA® is also unique in being able to accept imports of historic data
from all the other major bid management platforms, simple in-house results clients may have maintained in Excel, and even a client’s
website log file data. It analyzes this data prior to starting its testing of a client’s keyword set to help determine initial
keywords, prices, times and positions. This means that the minute that iSEBA® starts
managing a client’s campaign it will immediately be as smart as the client ever was utilizing their previous methodology, and will
only increase the effectiveness of their campaign from there. Once again, this saves considerable time in making the client’s set
of keywords ROI-positive.
Pay Per Click Management Services
"iProspect provides complete pay per click campaign management services as part of its keyword bidding solution,” said John Tawadros,
Vice President of Client Services and Technology for iProspect. “From keyword research, selection, and refinement; reporting support;
campaign assessment and recommendations; help developing and testing the creative of our clients’ pay per click ads as well as their
landing pages – all these value-add services are included in a client’s campaign along with the actual set-up and running of the agent.
This is not a do-it-yourself or a “set-it and forget it” solution. We actively work with our clients to manage their campaigns and
ensure that they surpass their marketing goals” Tawadros added.
Full-Service Search Engine Marketing
iProspect's goal is to be the complete solution for their client’s search engine marketing needs, including: natural search engine
optimization, paid inclusion management, Web analytics and website conversion enhancement℠ in addition to its pay per click
advertising
management services. “This means that intelligence gained through the
management, measurement and analysis of keyword performance in organic and paid inclusion search results can be used to augment
clients’ pay per click advertising campaigns – and often the improvements we see from such “cross-pollination” of campaigns are
dramatic,” Tawadros stated.
Competitive Landscape
“We feel we’ve built a tool that can very favorably compete with the best tools available in the marketplace -- tools like Maestro
from Did-It.com, Atlas OnePoint’s BidManager and CampaignOptimizer, Overture’s Search Optimizer, as well as Efficient Frontier’s
bid management offering,” stated Fredrick Marckini, CEO of iProspect. “We feel there are marketers out there who will recognize the
benefits of having all of their search engine marketing requirements performed by the same firm, and with iSEBA® we feel
can compete
with the top firms who specialize on PPC management.”
Analyst References
Forrester Research analyst Charlene Li (cli@forrester.com),
as well as Jupiter Research
analysts Gary Stein (gstein@jupitermedia.com) and Nate Elliott
(nelliott@jupitermedia.com) are available for comment on iSEBA®.
About iProspect
iProspect is the Original® Search Engine Marketing Firm.
The
company helps many of the world's most successful brands
maximize their online
marketing ROI through natural search
engine optimization, paid
inclusion management, pay
per click advertising management,
shopping feed management and numerous other related services. By dramatically increasing business results
for clients, iProspect helps to create search marketing heroes every day.
With offices in Watertown,
Massachusetts and San Francisco, California, as well as global search engine marketing offices, iProspect can be contacted at 1–800–522–1152, or by visiting www.iprospect.com.
Questions regarding this release should be directed to iProspect Media Relations
Manager, Colleen Reed, at 1–800–522–1152 x1203 or
colleen.reed@iprospect.com.
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