Omniture Launches SearchCenter in Europe

London - European businesses can now see exactly what search terms and search engines drive the highest levels of conversions on their Web site, with the launch today in Europe of SearchCenter™ from Omniture, a leading provider of Web analytics and online business optimisation software.

Omniture SearchCenter, the company’s keyword marketing and bid management solution, enables businesses to optimise search marketing campaigns around the keywords that lead to the highest rate of ‘conversion’ on a site—i.e. those that lead to the highest levels of actual sales, registrations, subscriptions or qualified leads, etc.—rather than just reporting the number of click-throughs for a specific keyword from a specific search engine, the traditional method for measuring search campaigns. This complete view of conversion is a result of the native integration between Omniture SearchCenter and Omniture SiteCatalyst®, the company’s award-winning Web analytics platform.

Omniture SearchCenter provides a single interface to manage keyword campaigns across major search and content sites, including Google, the recently launched adCenter from MSN, AOL Search, Yahoo! and Miva. Including multi-currency and language support, it delivers this capability across international markets.

The business rules capability of Omniture SearchCenter allows rules to be set that allow for automated action depending on keyword performance. For example, if a particular keyword is generating good business results, the search campaign can be automatically adjusted so that more budget is allocated to that keyword to maintain position as long as performance continues.

“Search marketing is one of the fastest growing areas of online marketing,” says Neil Weston, vice president, EMEA, Omniture. “But until now, it hasn’t offered the kind of transparency that SearchCenter provides. For example, it may be that a specific keyword drives the most clicks, but not necessarily more revenue. SearchCenter gives customers real insight into what is working best for them in terms of revenue or success, not just clicks. Marketers need a single console to manage all of their keyword marketing campaigns. SearchCenter enables marketing to manage all of their keyword marketing campaigns across more search engines, measuring both clicks as well as the end business results. The benefit is a higher ROI from the online channel.”

“Search marketing has become a strategic component in the marketing mix of most companies today. Omniture SearchCenter advances the capabilities available to online marketers by making it easy to manage keyword campaigns across multiple search engine accounts, manage them using sophisticated business rules, and see the impact of those keywords in terms of conversions or revenue,” said Dave Chaffey, Internet marketing author, trainer and consultant.

Features of SearchCenter include:

• Rule Builder (custom bid rules): In addition to a library of industry best-practice bidding strategies, SearchCenter provides a rule builder that helps marketers create custom rules for their unique bidding strategies. Once keyword bids are defined and implemented, bid managers view results to analyse performance and optimise opportunity. SearchCenter’s Business Rule Manager applies a set of rules to a group of keywords and allows the rules to run in an unassisted mode of operation. Bidding strategies can be modified for various time frames during the day to ensure that the correct bidding takes place based upon changing customer behaviour.

• AdMatch™ (1to1 keyword-to-text ad): Search marketers create multiple text ads that the search engines often display randomly when a keyword is searched for. SearchCenter’s patent-pending AdMatch technology associates the keyword with the precise text ad that was served, allowing marketers to understand which combinations of keywords and text ads are most effective.

• Excel® List Management (build keyword management): Search engine marketers familiar with spreadsheets can manage thousands of keywords through SearchCenter’s OneList with Excel. Keyword information from SearchCenter can be transferred to and from a spreadsheet using a Microsoft Excel plug-in.

Omniture SearchCenter supports six languages, including English, French, German, two dialects of Chinese (simplified and traditional) and Japanese. It supports all major currencies.

About Omniture Omniture, Inc., is a leading provider of online business optimisation software, enabling customers to manage and enhance online, offline and multi-channel business initiatives. Omniture’s software, which it hosts and delivers to its customers on-demand, enables customers to capture, store and analyse information generated by their Web sites and other sources and to gain critical business insights into the performance and efficiency of marketing and sales initiatives and other business processes. In addition, Omniture offers a range of professional services that complement its online services, including implementation services, best practices, consulting services, customer support and user training provided through Omniture University. Omniture's customers include eBay, AOL, Wal-Mart, Gannett, Microsoft, Oracle, GM and HP. In Europe customers include Aer Lingus, BT, Dixons, Lastminute.com, Microsoft UK, RAC, Royal Mail, , Thomas Cook, Yell.com, La Redoute, SFR, Thomson and Voyages-sncf.com. www.omniture.com.