New tools for multi-channel strategies

ChannelAdvisor launches products to help firms' paid search and shopping comparison strategies

Online marketing tools vendor ChannelAdvisor UK has launched two new services designed to give e-traders the tools to manage their search and shopping comparison site campaigns more effectively, with minimal IT involvement.

SearchAdvisor features a single interface through which online marketers can manage, track and optimise paid search campaigns. The performance of these campaigns can be viewed by order, products sold or revenue generated, and campaigns can be uploaded in bulk to save time and increase productivity, according to the firm's James Winter.

Automated bid management functionality also reduces workload and increases efficiencies, Winter added.

ShoppingAdvisor, meanwhile, is the firm's solution for managing shopping comparison programs. It allows marketers to build business rules to adjust bid levels and remove products as necessary in order to increase profits, explained Winter.

There is also functionality allowing users to evaluate the profitability of individual items according to their return on ad spend on each comparison site, as well as advanced reporting features and integration with SearchAdvisor, Winter added.

"The key is providing retailers with technology that takes the strain off the IT department and puts the functionality back into the marketing department," said the firm's UK manager, James Scott. "Customers have [traditionally] had technical issues, resource constraints and found campaigns difficult to manage but we aim to provide high levels of automation to help solve these pain points. "