Patent-pending algorithm considers activity across entire keyword portfolio to
Tokyo (September 27, 2012) – Kenshoo (www.Kenshoo.com), a global leader in digital marketing software, today announced its patent-pending algorithm for portfolio bid optimization, Kenshoo Portfolio OptimizerTM (KPO), is now available to Kenshoo clients advertising on Yahoo! Japan, the country’s top search engine.
“The proprietary KPO decision-making process has completely transformed the practice of bid optimization for Kenshoo clients advertising on Yahoo! Japan, lowering the barrier to entry for many marketers,” said Philip Chiu, managing director, Kenshoo APAC. “Kenshoo will continue to deliver valuable technology advances to advertisers and agencies in the Asia Pacific region, empowering them to optimize all facets of search marketing.”
KPO compiles historical data and builds hundreds of thousands of statistical models to forecast the impact of each bid change on a search marketer’s entire keyword portfolio. In turn, KPO adjusts bids to maximize profit, revenue, conversion, traffic or other goals set by the advertiser. As top search engines around the globe continue to enhance their platforms, Kenshoo’s research and development teams constantly monitor, tweak, measure and optimize the Kenshoo algorithms to give marketers an edge and improve return on investment (ROI).
In addition to Yahoo! Japan, KPO also optimizes portfolios across Google, Bing, and Yahoo. The KPO patent-pending process builds models for keywords with little or no performance data, and re-evaluates keyword clusters every day to maximize impact on the portfolio goal. Offering the ultimate transparency, every single bid change made via KPO can be reviewed at the keyword level.
“Kenshoo Portfolio Optimizer routinely out-performs other portfolio solutions in head-to-head trials and delivers vastly better results than manual bid management and rules-based algorithms,” said Moti Meir, sr. director, head of research at Kenshoo. “The key is focusing on marginal ROI and considering the opportunity cost of each keyword within the portfolio. Of course, that’s easier said than done when you’re talking about millions of keywords and statistical models, but that’s the Kenshoo secret sauce.”
Kenshoo is a digital marketing software company that engineers technology solutions for search marketing, social media and online advertising. Brands, agencies and marketing providers use Kenshoo Enterprise, Kenshoo Local and Kenshoo Social to direct more than $25 billion in annual client sales revenue. The Kenshoo Universal Platform delivers automation, intelligence, integration and scale to make better marketing investments. With campaigns running in more than 190 countries, Kenshoo clients include CareerBuilder, Expedia, Facebook, KAYAK, Havas Digital, Hitwise, iREP, John Lewis, LendingTree, Resolution Media, Sears, Starcom MediaVest Group, Tesco, Travelocity, Walgreens, and Zappos. Kenshoo has 16 international locations and is backed by Sequoia Capital and Arts Alliance. Please visit www.Kenshoo.com for more information.