While advertising online may be cheaper than the paper alternative, inexperienced businesses can still waste a lot of time (and money) determining how effective their campaign is at bringing new customers.
Although large companies often have the budget to hire out SEO experts (or web savvy marketing teams), most small businesses may not have the funds to afford the marketing know how to get ahead in this "cut throat" business age.
Fortunately a company called Kenshoo may help the little guys gain an edge online, regardless of which major ad network they use.
(TechCrunch) Kenshoo [is] an Israeli startup that automates the whole process of creating and managing search-engine marketing campaigns. It is a labor-intensive activity that has given rise to an entire cottage industry. Kenshoo competes with bid-management software from all the giants in online advertising (DoubleClick, aQuantive's Atlas Solutions, and Omniture), but it goes a step beyond that to look at the quality of the campagns. It finds relevant keywords across search engines, and changes the campaigns to maximize their returns.
Kenshoo seems to be doing rather well and according to TechCrunch may have secured a few million dollars in its first venture round of funding. While there is not much one can gather about the company from its site, they seem to have a few satisfied customers in TechCrunch's comment section.
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