Overture debuts Search Optimizer

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Pasadena, Calif.--Overture Performance Marketing, a division of Overture Services, Tuesday announced the launch of Search Optimizer. The product is designed to help marketers improve the effectiveness of their Overture search campaigns.

The product as described seems to put the search engine in direct competition with search engine marketing service providers, but Steve Mitgang, senior VP-general manager for the Performance Marketing division said, "We fully support our agency and [search marketing] tool partners." He added, "The need [for a simplified search optimization process] is not being met in the marketplace."

Building on Overture's Marketing Console campaign tool, Search Optimizer will give advertisers the ability to track campaigns based on several metrics, including cost per acquisition, cost per click and return on advertising spend; automate keyword bids; sort campaigns by performance; and manage thousands of keywords through special "watch lists."

Overture will charge a monthly subscription fee for Search Optimizer based on volume of keywords. The monthly cost will average between $500 and $700 per month. That fee also includes Marketing Console.

--Carol Krol

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