Adobe Offers First Solution Integrating Natural and Paid Search Campaigns to Increase Return on Search Spend
Adobe SearchCenter+, Powered by Omniture, Now Integrates with Organic Search Data So Marketers Can Build Complementary Paid and Organic Search Campaigns
SAN JOSE, Calif. - Adobe Systems Incorporated (Nasdaq:ADBE) today announced that its paid search optimization solution, Adobe® SearchCenter+, powered by Omniture®, has been updated to integrate organic search data. SearchCenter+ customers can manage and optimize paid and natural search programs in a single place, making it easier to maximize the revenue generated from search marketing programs. Adobe is launching this capability with Conductor, which is integrating organic search data from Searchlight, Conductor’s SEO platform. The integration is built using Adobe Genesis™, which automates the integration of partner solutions with the Adobe Online Marketing Suite, powered by Omniture.
“Our customers derive significant value from our ability to serve as the hub to gather, analyze and take action on their valuable marketing data,” said John Mellor, vice president, strategy and business development, Omniture Business Unit, Adobe. “Customers use SearchCenter+ to collectively manage more than $1 billion of the global paid search spend. Adobe now helps search marketers ensure that their paid search initiatives do not compete with or cannibalize the search volume they’re already receiving from natural search.”
“Customers want a comprehensive paid and natural search strategy,” said Seth Besmertnik, chief executive officer, Conductor. “We believe that a deeply integrated and complementary paid and organic search strategy will have a profound impact for our customers – lower bid prices, greater SEO revenue and increased share of voice of major search engines.”
SearchCenter+ now gives customers the data and insight they need to optimize the balance between organic and paid search listings. Benefits include:
* Measure paid and organic rank, onsite engagement or conversions in one report
* Use performance of natural search to automatically adjust paid search bids
* Gain insight into new keywords to bid on
* Understand how competitors are taking search traffic volume and counter with natural and paid strategies
* Leverage the SearchCenter+ integration with Adobe SiteCatalyst® to get insight into how visitors to your site from paid search behave differently than visitors from natural search
“The team here at Build.com is excited about a solution to measure paid and natural search terms in one place,” said Brandon Proctor, vice president of marketing, Build.com. “The ability to monitor and compare the ranking, competition and ROI on marketing across natural and paid terms is extremely valuable and offers the potential to uncover new search strategies and revenue opportunities.”
SearchCenter+ at Adobe Omniture Summit 2011
Customers attending Summit can learn more about the new version of SearchCenter+ and the integration with Conductor at the following breakout session:
Session Title: Conductor Integration – Paid and Organic Search Optimization with Adobe SearchCenter+
Session content designed for: marketing executive or search ad marketer
Industry focus: retail
Date and Time: Thursday, March 9, 2011 at 3:30 p.m. MDT
Location: Ballroom A (Little America Hotel)
Attendees already registered for Summit can register for this session here.
The new version of SearchCenter+ is currently in beta and is expected to be generally available in Q2 of 2011. Contact your account manager for more information.
About the Adobe Online Marketing Suite
The Adobe Online Marketing Suite, powered by Omniture, offers an integrated and open platform for online business optimization, a strategy for using customer insight to drive innovation throughout the business and enhance marketing efficiency. The Suite consists of integrated applications to collect and unleash the power of customer insight to optimize customer acquisition, conversion and retention efforts as well as the creation and distribution of content. For example, using the Suite, marketers can identify the most effective marketing strategies and ad placements as well as create relevant, personalized and consistent customer experiences across digital marketing channels, such as onsite, display, e-mail, social, video and mobile. The Suite enables marketers to make quick adjustments, automate certain customer interactions and better maximize marketing ROI, which, ultimately, can positively impact the bottom line.
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.
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