WSPS, which claims to be Europe’s largest search engine marketing company, has launched a software package, BidBuddy Suite, which it claims is the first product that allows clients to manage campaigns in real time.
Search engines charge marketers for rights to certain key words which internet users are likely to type in when looking for information on particular topics.
WSPS chief executive Nick Hynes says: “These are high-value customers because they are self-selected. If your website isn’t on the first page they see when they run a search, you might as well not bother.” Hynes says research shows that 80 per cent of online transactions result from a search.
The BidBuddy Suite includes tools which allow marketers to track the ROI for their online marketing spend, and also to manage the cost per acquisition, both in real time.