Adobe updated its paid search optimisation offering, SearchCenter+, powered by Omniture, to integrate organic search data.
The updated SearchCenter+ allows customers to manage and optimise paid and natural search programs in a single place, making it easier to maximise the revenue generated from search marketing programs.
The company is launching this offering with Conductor, which is integrating organic search data from Searchlight, Conductor’s SEO platform.
The integration is built using Adobe Genesis that automates the integration of partner offerings with the Adobe Online Marketing Suite, powered by Omniture.
The SearchCenter+ provides measure paid and organic rank, onsite engagement or conversions in one report; use performance of natural search to automatically adjust paid search bids; gain insight into new keywords to bid on, said the company.
Further, the offering enables users to understand how competitors are taking search traffic volume and counter with natural and paid strategies.
Adobe omniture business unit strategy and business development vice-president John Mellor said customers use SearchCenter+ to collectively manage more than $1bn of the global paid search spend.
"Adobe now helps search marketers ensure that their paid search initiatives do not compete with or cannibalise the search volume they’re already receiving from natural search," Mellor said.
