Kenshoo, a digital marketing software provider, today unveiled new features in the latest version of its marketing platform, Kenshoo Enterprise 4.7, including integrated organic and paid search reporting, new rules-based bidding policies for Baidu, and other product enhancements.
Kenshoo Enterprise integrates search engine optimization (SEO) metrics into search engine marketing (SEM) campaign performance reports, enabling marketers to analyze organic and paid results side-by-side and take action to optimize search programs holistically. Kenshoo integrates with other SEO technology providers, such as Rio SEO, BrightEdge, and Conductor, to bring organic search data and analytics into the Kenshoo Universal Platform.
"Marketers should plan paid search and SEO campaigns together. Work with IT and Web development staff to effectively target combination clickers with a coordinated search presence," wrote Shar VanBoskirk, Forrester Research vice president and principal analyst serving interactive marketing professionals, in the April 2012 report, "Why Care About Combination Clickers."
New features in Kenshoo Enterprise 4.7 include:
- Rules-based bidding policies for Baidu, China's top search engine, such as "increase profit" and "control CPA"
- Mobile and tablet device targeting for Yahoo! Japan
- Additional adCenter keyword match type support for Bing and Yahoo!
- New navigation structure and user interface enhancements to help increase workflow efficiency
- Support for Excel Web query reports that can be refreshed with up-to-date Kenshoo data
- Improved advanced search performance with the ability to complete bulk account changes 25 percent faster
"Marketers are increasingly executing paid and organic search in an integrated fashion to improve overall results," said William Martin-Gill, general manager of Kenshoo Enterprise, in a statement. "With Kenshoo Enterprise 4.7, clients can determine the most cost-effective ways to manage individual keywords or portfolios through optimal paid and organic placement."
Founded in 2006 with headquarters in Israel and San Francisco, Kenshoo's clients include CareerBuilder, Expedia, Facebook, Kayak, and Zappos.