WebTrends Takes Aim at $4.5B in Paid Search Waste


losingmoney.jpgADOTAS – Online advertisers will throw away $4.5 billion on paid search advertising this year alone, according to WebTrends, a Web analytics service. WebTrends has unveiled a new service called the WebTrends Ad Director (set to formally debut today at the Search Engines Strategies conference in San Jose, Calif.) to help combat the loss.

The product aims to optimize millions of combinations of keywords, landing pages and ads across the major search networks to achieve maximum results. Companies using the solution have seen their return on ad spend increase an average of 44%. Some customers have realized a more than 1,500% return on ad spend, the company reports.

“Search engine marketing is one of the most critical acquisition channels for many companies, but it is clear that a significant portion of these investments are being wasted or underutilized,” said Kevin Ryan, vice president and global content director of Search Engine Strategies and Search Engine Watch. “As search marketing becomes even more competitive, marketers would be smart to investigate automated methods for increasing SEM returns.”

Some of WebTrends clients who have realized substantial improvements in their SEM advertising results since switching from bid management to WebTrends’ automated optimization solution include Safelite AutoGlass, who increased daily sales by 42% after two months, and Orion Telescopes and Binoculars, who increased quarterly SEM revenues by 35% in one year, without increasing average CPC costs, the company said.

In other news, WebTrends’ board of directors announced the appointment of Alex Yoder as the company’s new president and CEO, following the resignation of Dan Stickel. Yoder will also join the board. Most recently, he was VP of sales.


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