New Arrival: SendTec Launches Tracking Tool
SendTec, a search engine and multichannel marketing agency, has launched the beta version of its Action Cycle Tracking tool, an added feature to its SearchFactz 3.0 SEM management system.
SendTec says the proprietary technology is the first of its kind to take a "first in, last out" approach to measuring keyword search dynamics, offering marketers both a more comprehensive way of quantifying the effectiveness of search-based advertising campaigns and a better understanding of consumer behavior from the initial search action through the final purchase.
The stages of an online search generate what industry professionals refer to as a "search funnel," a gradual narrowing of terms from general to specific. General search terms, such as "digital cameras" or "men's suits," can be perceived as ineffective to the SEM campaign and frequently are undervalued in the bidding process or eliminated from keyword bidding, as the expense of the click does not yield an immediate purchase result.
SendTec's new ACT tool technology facilitates time-delayed tracking, following a searcher from the initial search term - the first in - through to the final purchase - the last out - whether the process takes seconds or weeks.
Through beta testing of ACT, SendTec found that keywords that would have been removed or re-bid because of perceived ineffectiveness now are identifiable as part of an inherent string of actions that ultimately lead the consumer to a last-out keyword resulting in a purchase.
The final release of the ACT feature will be during the first quarter of 2008.