LONDON – Specialist search marketing agency Greenlight has announced the integration of its proprietary paid search campaign management platform Quant™ with third party tracking tool Omniture. Quant is an intelligent automation platform for managing paid search that works out how to increase ROI without increasing budget, and models and predicts the impact on profits of changes in search spend.
This new innovation means that Quant will be able to plug into client’s existing Omniture data and integrate seamlessly with the information gained to deliver a highly efficient campaign from day one. Omniture is used on a majority of paid search accounts, making Greenlight’s offering easily applicable and of great benefit to a range of client brands.
In addition, the new integrated service will offer enhanced accuracy in bid optimisation- a critical element Greenlight believes is missing from existing campaign bid management tools. At present most tools only account for last click data, not attributing any value to the rest of the buying cycle. Quant’s integration with Omniture will bring greater transparency between first and last click data, bridging the gap between consumer conversion patterns.
This new development will also offer integrated reporting between the search engine data and Omniture, as well as the ability to identify the highest margin products within a paid search campaign and then reporting an accurate ROI.
Hannah Kimuyu, PPC Director, at Greenlight, said: “Quant’s integration with third party tracking tools is something that we’ve been developing for a while, so to see its launch is really exciting for the agency. We believe it’s the first integration of its kind, offering a plug and go solution to paid search campaigns. As well as the commercial benefits this brings it also makes life for clients a lot easier when they move to a new agency.”
About Quant
Originally launched in 2007, Quant uses campaign data to determine the best way to invest across search engines, networks, ads and landing pages to ensure the best possible return on client budgets. At Quant’s core are more than 20 proprietary analysis and predictive algorithms, developed in-house by Greenlight’s dedicated team of PhD qualified mathematicians.
Quant looks to find the optimum strategy for a paid search campaign and will increase the overall ROI by systematically eliminating inefficiencies within an existing advertising budget allocation. Quant can see through the opaque bidding environment and model the relationship between the price bid, the position attained, the number of clicks achieved and the return on investment, doing this for every keyword. Unlike rules-based tools, Quant assesses every single possibility every time.
