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Kenshoo

Kenshoo the global leader in premium digital marketing technology, today unveiled its new ActiveCluster technology. Now integrated with Kenshoo Search and Kenshoo Local, ActiveCluster lessens keyword conversion data requirements for algorithmic bidding by more than ten times. This breakthrough enables marketers running lower-volume search advertising campaigns to tap into algorithmic bidding for the first time; while increasing the effectiveness of algorithmic bidding for larger campaigns. “ActiveCluster takes a unique and dynamic approach compared to other technology on the market today by using new, more intelligent ways of grouping keywords to make better predictions about the value of each keyword,” said Moti Meir, VP, Head of Research at Kenshoo. “By grouping keywords based on all the information available about them, Kenshoo’s new ActiveCluster-powered algorithms can bid more effectively, even when low volumes of data are present.” By lowering the conversion data requirement, ActiveCluster removes a potential barrier for marketers hoping to take advantage of algorithmic bidding to improve campaign results. Moreover, unlike other market solutions that manually group keywords into folders based on one attribute to create data sufficiency, Kenshoo’s ActiveCluster technology automatically clusters keywords based on all data available and reevaluates the groupings every day to ensure optimal performance is achieved. “With ActiveCluster, Kenshoo continues its track record of innovation and delivers another competitive advantage to search marketers. Algorithmic bidding offers a tremendous advantage in today’s marketplace, and Kenshoo’s ActiveCluster technology makes it more accessible and effective than ever to deliver industry leading ROI on behalf of our Fortune 500 customers,” said Bryan Boettiger, Co-Founder & Chief Strategy Officer at Parallel Path. ActiveCluster works in conjunction with four of Kenshoo’s algorithmic keyword bidding models: Bid to ROI, Bid to CPC, Bid to Position, and Revenue to Product Targets (a bespoke model for Product Listing Ads). Each of these models dictate how the algorithm should bid on various keywords to achieve the desired return on investment, cost-per-click, position on the search engine results page or revenue for a specific product. Kenshoo’s ActiveCluster technology makes each of these policies more accessible, accurate, and effective.
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This article was first published on 22nd July 2013

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