WebVisible Buys Adapt, Seeks to Boost Online Conversions

Acquisition will bring local ad seller a search marketing platform.

Local online ad specialist WebVisible has acquired Adapt Technologies, a provider of search marketing software.

According to the companies, Pasadena-based Adapt’s offering will give WebVisible’s customers more control over campaign management, optimization and analytics reporting. It will also bring cost savings, according to WebVisible’s VP of corporate development and strategy, Carey Ransom.

“Adapt is really focused heavily on e-commerce and lead-type business…the closed-loop online environment where the ad campaign, clicks and conversion was always occurring online,” Ransom said.

Meanwhile, WebVisible focuses primarily on local advertisers, whose conversions come mainly through phone calls and Google Maps queries. Therefore, he said, “the ability to move to [e-commerce clients], which is a big online spending group, is very interesting.”

Ransom praised Adapt’s Web-based search marketing optimization, which he described as being “very scientific, very algorithm-driven technology” that removes the human element and its associated costs from the keyword buying process.

Adapt’s keyword intelligence and search query semantic engine automatically makes changes to keyword bid amounts, a job often done by people poring over Microsoft Excel spreadsheets. “It’s really about using those ad dollars more effectively,” said Ransom.

Financial terms were not disclosed. Ransom said Adapt’s existing clients will “start to get opportunities to access additional media” and tools available through WebVisible.

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