Got Search?

  |  October 15, 2003   |  Comments

It's the must-have feature this holiday season as Commission Junctionadds search to offerings, and Quigo announces an ROI feature for its search product.

Search has become an essential product. Online marketing service providers are racing to include search in their offerings, as SEM companies compete to add more features to their offerings.

Affiliate marketing company Commission Junction yesterday launched CJ Search, a tool encompassing paid search, paid inclusion and organic search. CEO Jeff Pullen describes it as a "one-stop-shop" where advertisers can manage search campaigns and optionally, work with CJ's publisher network. "We sit in the middle as an independent third party to guarantee a mutually beneficial relationship," said Pullen.

CJ's announcement was made on the heels of the news that the privately held company is to be acquired by Valueclick (Quote, Chart), which also picked up search marketing company Search123 in June. Although details weren't forthcoming, it seems inevitable that search services will be integrated between the units.

Elizabeth Cholawsky, CJ's SVP of marketing & product development, says the company regards the new search service as "our value-add, being able to combine the power of the affiliate network with what's normally viewed as SEM. We're starting with the advertiser in the marketplace. We'll assess what an advertiser needs and manage it all for them." As an example, she cites major league baseball's MLB.com, a client. "We sit down with them and see what they want to drive through a search channel."

CJ competitor KowaBunga! Technologies, launched its own search product, PPC Track, some four months ago. COO Ryan Phelan agrees that SEM services have become essential for online advertisers. Phelan said it's all part of the quest for ROI. "People want to know ROI beyond just affiliate programs. The technology lends itself to track whatever you want. We can track multiple sources, not just affiliate marketing. Pay-per-click, banner ads, whatever."

As online ad networks branch into search, search providers continue bolstering their offerings. Quigo Technologies is announcing that it's adding ROI tracking and analysis to its FeedPoint search engine marketing solution. The company said the new functionality provides cost-of-sales data, enabling customers to evaluate SEM campaigns by keywords, product pages, search engines and other variables.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Rebecca Lieb

Rebecca was previously VP, U.S. operations of Econsultancy, an independent source of advice and insight on digital marketing and e-commerce. Earlier, she held executive marketing and communications positions at strategic e-services companies, including Siegel & Gale, and has worked in the same capacity for global entertainment and media companies, including Universal Television & Networks Group (formerly USA Networks International) and Bertelsmann's RTL Television. As a journalist, she's written on media for numerous publications, including "The New York Times" and "The Wall Street Journal." Rebecca spent five years as Variety's Berlin-based German/Eastern European bureau chief. Rebecca also taught at New York University's Center for Publishing, where she also served on the Electronic Publishing Advisory Group. Rebecca, author of "The Truth About Search Engine Optimization," was ClickZ's editor-in-chief for over seven years.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...