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Kenshoo takes search engine marketing algorithmic bidding to new heights

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Kenshoo, the worldwide leader in the digital marketing technology and engineering of solutions for online advertising, social media and search marketing, has unveiled its latest ActiveCluster technology. This technology, integrated with Kenshoo Local and Kenshoo Search, lessens the data requirements of keyword conversion for algorithmic bidding by over ten times. This technological breakthrough will now enable marketers who run advertising campaigns in lower volumes to tap in, for the first time, into the algorithmic biddings. It will also enable the increased effectiveness of algorithmic bidding for the marketers running the larger campaigns.

KenshooThe ActiveCluster technology uses a more exclusive and vibrant approach when measured up to other technologies that are currently on the market. The technology makes use of new and more intellectual ways of keywords grouping in order to come up with better prediction in relation to the value of individual keywords. This is according to Moti Meir, the vice president, Research’s head at Kenshoo. Meir adds that with the keywords being grouped based on all the available information about those keywords, the latest Kenshoo’s algorithm that are powered by ActiveCluster now have the ability to be more effective when bidding, even in cases where it involves low volumes of data.

With the data requirement conversion now lowered, the technology takes away a possible barrier for the marketers who expect to make the most of the algorithmic bidding in an attempt to improve the results of their campaigns. Furthermore, unlike in other market solutions where the keywords are grouped into folders manually and based on a single trait in order to create sufficiency of data, the ActiveCluster technology from Kenshoo groups the keywords automatically using all the data that is available and then reassesses the data each and every day so as to ensure that they achieve the best possible performance.

Bryan Boettiger, the Co-Founder and the Chief Strategy Officer of Parallel Path said that with the new technology, Kenshoo will go on with its track record of originality and it has now delivered another spirited benefit to search marketers. He added that algorithmic bidding provides an incredible advantage in the marketplace today and the ActiveCluster technology from Kenshoo will now make it more effective and accessible than it has been possible before for them to deliver leading ROI in the industry on behalf of their customers from Fortune 500.

The new ActiveCluster technology will be used in combination with the other four models of algorithmic keyword from Kenshoo: Bid to CPC, Bid to ROI, Revenue to Product Targets – which is a bespoke model used for Product Listing Ads -, and Bid to Position. All these models from Kenshoo dictate the way in which an algorithm is supposed to bid on the a variety of keywords in order to achieve the required position on the results of the search engine page, the returns on investment, or the revenue for a precise keyword. With the new ActiveCluster technology from Kenshoo, each and every one of these policies is now easier to get to, more precise and effective than ever.

Analyzing Website Traffic- A Dire Necessity of Small and Medium Businesses

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The online marketing arena is one arena where there is no distinction between small business and a large corporate, both compete equally and have equal chances of attaining success, which is quite contrary to the real world.

The ultimate objective of small business owners is to generate maximum traffic, and out of that traffic produce a sale. Like in website link building, there are lots of ways in which the traffic to a website can be generated. However, the need is to keep an eye on how and from where the traffic is generated. For this purpose, the need is to have a strong grip on analytics.

Using Analytics:

The analytics can be used for two purposes primarily.

  • Firstly, to segment the traffic generated.
  • Secondly, to monitor the traffic generated by social media.

1. Traffic Segmentation:

A small business needs to know the source of its traffic so that the area from which the traffic is received could be targeted affectively. Therefore, to get the data about the visitors, small businesses need to divide their traffic into segments.

A small business can segment the traffic on two basis:

  • Region
  • City

The setting can be done in Google Analytics by following the below given steps:

  • Under the Standard Reporting Tab click on the tab of Advanced Segments.
  • In the Advancement Segments tab, you can apply the geographic filter of city or region.

If the business is of medium scale, then region wise traffic segmentation would be suitable as city is a minute figure compared to a region. However, if the business operates at a very low level, then even a city-based filter would also suffice.

This segmentation could help in better monitoring of the email marketing, social media, and offline advertising campaigns.

2. Monitoring Social Media:

There is no denying the importance of social media for an online marketing campaign. The traffic on social media is analyzed by keeping two factors in mind.

  • The location of all the people who receive your message and are in your sharing line
  • The action taken by aforementioned people when they visit your website

However, social media is like a web, where another person further shares the sharing of one person and so the cycle goes on. This is where the analyzing of social media traffic facilitates. By analyzing the traffic, one could measure the effectiveness of the campaign in the target area or location.

Situational Tips:

The lines below give a few of the situations, which you might be facing pertaining to traffic, and tips to resolve them.

  • If the traffic received by your website is dispersed around the globe, then you need to bring in an SEO who could specify your target market to your locality.
  • A business can use services of a social media marketing firm, to target the audience of the local area on Facebook, and track the behavior of the traffic.
  • If the traffic received by your website s minimal, than the thing you need to do is to get localized web services such as Google Places and other, where you would get enlisted in the local searches.
  • Most importantly, don’t just go on storing the web analytics data, rather review it on regular basis to stay in touch with the latest happenings.


In short, for small business owners, keeping track, and analyzing there web traffic is an utmost necessity. This could help them understand the behavior and buying pattern of the customers, which ultimately would lead to business growth.