Pasadena, CA-based GoTo.com, a provider of targeted
pay-for-performance online advertising, launched a new suite of tools that
enables Web sites to take direct control of their online marketing efforts.
The new tools include: a five-minute sign-up process; real-time bid
management; the ability to quickly add, modify and delete search terms
online; a search term suggestion utility; and daily online activity reports.
The pay-for-placement search engine operation said advertisers now can
exercise direct control over traffic, targeting, speed and cost-effectiveness
of their campaigns.
Advertisers can control the amount of traffic they receive by proactively
managing their search terms and bids, the company said. Advertisers also can
fine tune their targeting by precisely selecting search terms and they can
sign up in just five minutes, get listed and begin receiving targeted traffic
within three days. By paying only for the traffic they want at the price they
choose, advertisers can eliminate the risk of spending money without getting
traffic.
“With these new tools, advertisers can maintain even more precise control over their search term selection, bids and
total amount spent on GoTo. As a result, advertisers manage both the
placement of their listings in the GoTo search results and their cost of
customer acquisition,” said Jeffrey Brewer, CEO of GoTo.com.
In April, GoTo said it generated more than 100 million searches across its
network and delivered more than 10 million clickthroughs to advertisers.
Advertisers bid on search terms which are relevant to their sites. Each
advertiser pays GoTo.com the amount of its bid whenever a consumer clicks on
an advertiser’s listing in the search results.