Press Release
Adlucent Develops Clear Marketing Approach
to Overcome Increased Competition on the Web
Reaching out to retailers, Austin-based search engine marketing firm offers a three-part plan to increase profitability on the Internet
Austin, TX - September 17, 2006 - Adlucent, an Austin-based software startup that provides item specific search marketing and conversion optimization for Internet retailers, today announced the launch of its new Web site, which offers a clear and comprehensive look at integrated search engine marketing (SEM). The new Adlucent site addresses the fact that businesses are increasingly allocating more of their marketing budgets toward online advertising and moving away from traditional media.
As search engines celebrate the Interactive Advertising Bureau's report last week that advertising revenues were up 38% over the previous year, online advertisers are feeling added pressure in this increasingly competitive space. “Gone are the days of the five cent lead,” explains Adlucent founder and president Michael Griffin. “In order to compete on today's search engines, retailers are going to have to play a lot smarter.”
To help e-retailers counter rising marketing costs, Adlucent's new Web site illustrates a comprehensive three-stage marketing program specifically geared toward selling online. The program recommends that merchants should market every product in their catalog individually in order to increase the relevancy and success of their online campaigns. It further suggests automating the bid management process based on sales objectives, and optimizing landing pages and ad copy to better appeal to the end customer.
Rather than concentrating solely on feed development for price comparison sites, Adlucent brings merchants to the forefront of their audiences by making every product available on the search results pages of Google, Yahoo! and MSN. “Our merchants often see conversion rates between 8% and 12%, which rivals any price comparison Web site and has the added benefits of increased traffic and enhanced exposure,” comments Griffin.
On its newly launched Web site, Adlucent draws parallels between online marketing and product distribution on real store shelves. “In grocery stores, merchants use historical data to purchase space on a shelf and to determine how many facings each product will have,” explains Griffin, “Online advertising works on a similar premise, in which each ad can be placed and distributed according to its performance.” The major advantage of online marketing, according to Griffin “is the ability to make instantaneous changes to an ad position or advertising channel based upon real-time performance-based analytics.”
Adlucent uses specialized software to display ads in the best positions on search engine results pages (SERP). “By evaluating the performance of every keyword used to drive traffic, our software reacts to changes in demand and competition to deliver the optimal amount of exposure,” explains Griffin.
Adlucent also works with merchants to improve their customer appeal and streamline the online shopping process. Through multivariate testing, Adlucent optimizes ad copy and landing page designs to produce the greatest results for its clients. Griffin goes back to his analogy by asking, “Wouldn't it be ideal if merchants could redesign their product packaging overnight to make it pop off the shelf and appeal to their customers?” With online marketing and multivariate ad copy and landing page design, they can.
About Adlucent
Adlucent specializes in driving qualified leads for online merchants by streamlining the process from search to conversion. Through item specific merchandising, Adlucent brings entire product catalogs to the forefront of the search engine results pages and optimizes success at the keyword level with their integrated analytics and bid management platform. With the launch of their new service suite, Adlucent is undergoing its second major expansion in two years to better support the growing demands of online retailers who desire a strong online presence. For more information, please visit www.adlucent.com or email info@adlucent.com.
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