Efficient Frontier Adds Wall Street Touch to Small Market SEM
Search engine marketing company Efficient Frontier has released Efficient Frontier Express, an automated SEM bidding tool for small and medium-sized businesses. Express automatically selects and bids on keywords on the Google and Yahoo networks, Wall Street style, meaning users can set up and tweak their campaigns while specifying how to automate bidding according to marketing data like number of clicks and units sold, as well as their budget and other spending limits.
“We have received countless inquiries about our paid search solutions from small to mid-size advertisers,” said Efficient Frontier CEO Ellen Siminoff in a statement, “Express is in response to that demand, providing a sophisticated, yet very easy-to-use, tool for advertisers to manage the complexity of the search engines and optimize their campaigns.”
Express, which has been in beta since last year, is able to model the upcoming keyword market and predict the optimal bidding strategy based on the client’s criteria. As a whole, the Efficient Frontier system handles keyword ads for 70 of the top 500 search advertisers, including E-Loan and Knight Ridder. The company manages more than $200 million-worth of ad spending for their clients each year.
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