Keylime Acquisition a Key Part of Overture's Strategy
Overture finally announced plans that many in the Internet marketing community had been anticipating after its buyout earlier this year of web analytics company Keylime Software, as reported by News.com.
Keylime's products "provide real-time customer intelligence solutions enterprises need to optimize their Web visitor and customer interactions," according to its web site. While Keylime offers several varying products to track web activity, the recent announcement, as reported by Stefanie Olsen, sheds light on why Overture really wanted the company:
The latest Keylime software is built to help marketers manage and track bids for their sponsored search campaigns. The updated tool promises to connect the dots for advertisers by showing them how pay-per-click (PPC) campaigns relate to online sales, or return on investment.
I'll give Overture credit for anticipating the need for PPC advertisers to track the return on investment of paid listings. Given the enormous profits being generated by PPC ads, I'm surprised that it took as long as it did for the big PPC ad providers to offer these services, but now that they're coming, advertisers will surely rejoice when they can finally see the results of their hard-won and hard-spent advertising dollars.
Of course, Keylime wasn't the first and certainly isn't the only provider of ROI tracking software for PPC ads. ConversionRuler is an up-and-coming outfit that provides a reasonably priced, yet powerful solution.
But, with the big dogs starting to offer these services inside the friendly and convenient confines where advertisers manage their paid listings, it will be tough for the third-party services to compete. Still, with all the opportunity that lies ahead, there will undoubtedly be room for lots of players.
Posted by Cory Kleinschmidt
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