WhitePages.com Selects Omniture to Drive a Targeted Search Marketing Strategy
biz.yahoo.com
Friday April 13, 9:00 am ET
Omniture SearchCenter(TM) Optimizes Keywords for the Highest Return on Actual Business Performance
OREM, UT--(MARKET WIRE)--Apr 13, 2007 -- Omniture, Inc. (NasdaqGM:OMTR), a leading provider of online business optimization software, today announced that WhitePages.com, a top 40 Internet property (according to comScore Media Metrix) and a leading online provider of people search, has selected Omniture to enhance and automate their search engine marketing (SEM) activities. Leveraging Omniture SearchCenter(TM) to manage and measure the performance of over half a million keywords, WhitePages.com better understands which search terms drive the highest quality traffic to their Web site -- enabling the company to optimize keyword bidding strategies and marketing spend in real time.
"WhitePages.com experiences extremely high levels of traffic -- averaging more than 100 million lookups per month -- so it is critical to understand which keywords are driving the most visitors to our site in order to optimize our advertising strategy," said Daryl Joslin, director of marketing at WhitePages.com. "Because it is based on a Web analytics platform, SearchCenter allows us to understand the impact our natural search terms have on driving visitor traffic in conjunction with our paid keywords. Understanding the individual and collective impact of both natural and paid search traffic helps us ensure our search marketing strategies are on target."
In addition to enhancing the company's SEM activities, Omniture also provides WhitePages.com with insight into online trends and visitor behavior. Because WhitePages.com focuses on page views rather than commerce activity, visitor retention -- the more searches that are performed by each visitor and the more features a visitor uses on the Web site -- is critical to the company's success. With Omniture, WhitePages.com can now measure new and repeat visitor activity to identify trends that allow the company to make site adjustments in real time, such as tweaking path navigations, clarifying page content, or maximizing ad placement.
"Omniture solutions provide companies like WhitePages.com with the ability to optimize every customer interaction," said Gail Ennis, senior vice president of marketing at Omniture. "This process starts with the keywords that drive customers to your site and extends through the experience they have once they arrive." |
