Letters: Using technology to make search scalable

7 February 2008

Reading NMA articles on search over the past two weeks demonstrates what confusion there is in the market, leaving advertisers unsure how best to manage paid search effectively. What both articles neglected to discuss was the role of technology to make search not only more profitable, but also more scalable.

Advertisers are finding that whether they outsource to an agency or manage in-house, the sheer scale of large campaigns means they can't be managed manually, no matter how experienced and talented the search team is. Experienced search marketers are reduced to the hopeless drudgery of analysing line after line of keyword data. Equally, attempting to automate search through rules-based bidding tools still relies on considerable human input and struggles to deliver strategic control.

We use a level of statistical sophistication rarely found outside a Wall Street hedge fund. This enables experienced search teams to concentrate on strategic and tactical issues. Only by adding this kind of technology to human expertise will advertisers tame their paid search campaigns.


From Jonathan Beeston, client services director, Efficient Frontier

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