TradeDoubler introduces new search management tool; expands into Asia
Looks like the quest for the perfect paid search marketing optimization tool [I’ve conscioulsy chosen to use something broader than a bid management tool] is still going on, by the number of players coming up with such tools. Even as Google’s conversion optimizer got out of beta in the past few days, TradeDoubler has announced its own search management tool, td Searchware 4. The product is an evolution of BidBuddy which was a key offering from The Technology Works that TradeDoubler had acquired mid-last year.
Excerpts from company press release about the tool here
The new, market-influenced features of td Searchware 4 include: instant access to key information; navigation to most functions within two to three clicks; an end-to-end editorial process enabling more time to be spent on creative optimisation and analysis; enhanced reporting which provides key information on the customer journey for use when optimising campaigns; and a new Strategy Groups feature allowing the optimisation of key terms regardless of where they sit in engine account structure.
The new Strategy Groups functionality in td Searchware 4 enables users to fine-tune their search campaigns to achieve a higher return. Historically, users have been unable to group or isolate priority keywords in order to apply strategies targeting a particular metric. The Strategy Groups feature will allow users to apply such targeted approaches by identifying and grouping collections of keywords from any number of campaigns.
Perhaps more significant is the company’s move into Asia with the launch of TD Technology in Japan. The company has already made a couple of senior level appointments to kickstart activity in the Japanese market, which is one of Asia’s largest and most developed/advanced in terms of Internet usage and online marketing. No less significant is that Japan is the home of Rakuten, the parent company of Linkshare. Looks like more than an interesting coincidence that just as Rakuten/Linkshare is making aggressive forays into European/UK market, TradeDoubler is moving East…..
