WebTrends, the US-based Web analytics company, is launching its Dynamic Search tool in the UK and is in talks with UK advertisers to adopt the software.
Dynamic Search automatically determines combinations of networks, keywords, positions, creative and landing pages that deliver the best return on investment, and dynamically allocates advertising spend to the top-performing combinations.
Some major advertisers will be bidding on as many as 50,000 keywords at any one time, while the same keyword can deliver significantly different results on different search engines.
WebTrends chief executive officer and president Greg Drew says: "Today’s bid management tools saddle marketers with an ever-increasing time and resource burden, forcing them to manually monitor, measure and tune dozens of variables for hundreds if not thousands of keywords. Dynamic Search offers a solution that optimises search marketing efforts by automatically selecting the best combinations of variables to maximise return on investment."
Drew adds that with the rising costs of online advertising including search terms, the tool will enable advertisers to cut costs as it makes search marketing more accountable and measurable. The new tool also cuts the number of man hours needed to optimise search campaigns and enables advertisers to allocate spend to the most effective platforms.
WebTrends says Dynamic Search achieves more effective search engine marketing with "end-to-end automation" that "eliminates the impasse between insight and action to improve results and scale search marketing".
Dynamic Search has already launched in the US.