Yahoo! signs up for WSPS search tool

Search marketing consultancy WSPS has named Yahoo! and First Choice - huge spenders on paid-for search terms - as the first two clients of its new search marketing tool.

The service, BidBuddy Suite, builds on WSPS's automated keyword bidding tool BidBuddy to allow advertisers to set ROI or cost per acquisition (CPA) targets for keyword campaigns. It will automatically manage keyword spend on behalf of advertisers to meet these targets.

BidBuddy Suite will also place campaigns on all the major paid-for search networks, including Google and Overture.

WSPS chief executive officer Nick Hynes said: "For the first time, BidBuddy Suite allows marketers to set and control their search objectives via a margin or CPA automatic pricing mechanism. This takes all the drudgery and clerical hassle out of search engine marketing and will ensure maximum return from marketing spend."

Rich Pearson, head of online marketing at Yahoo!, said, "Search is a vital component of our business and the ability to manage our campaigns effectively and efficiently on a pan-European basis has been dramatically improved."

WSPS revealed in March that Yahoo! is embarking on a major, pan-European push to promote its individual channels on all major search networks using the BidBuddy system.

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