San Francisco (February 7, 2013) – Skai (www.skai.io), a global leader in digital marketing technology, announced strategic alignment of its paid search campaign creation and bid optimization solutions to help marketers capitalize on opportunities created by Google’s new enhanced campaigns offering, unveiled publicly on Google’s Inside AdWords blog.
“Over the years, Skai has invested significantly in new capabilities around mobile as well as upgrading our local platform. Yesterday, Google made a clear statement about the growing role mobile devices play in our ever-connected world and the importance of taking a holistic approach to multi-device marketing,” said Will Martin-Gill, general manager of Skai Search. “Skai clients are actively generating strong returns on mobile search investment and we support Google’s efforts to further capture the opportunity provided by enhanced campaigns.”
Looking at paid search in Q4 2012 across an index of Skai clients, mobile devices earned a disproportionately large share of clicks relative to budgets. In the U.S., mobile phones and tablets accounted for 19 percent of all paid search clicks but just 13 percent of ad spend. In the U.K., mobile devices represented 21 percent of all clicks while receiving 13 percent budget share. Skai anticipates Google enhanced campaigns will boost the volume of mobile AdWords ads, while likely increasing competition among advertisers and improving the quality of the mobile search experience for searchers.
“Skai has long advised our advertiser and agency partners to dive in head-first with mobile and prepare for the inevitable heightened competition and costs that will come as more and more advertisers embrace the offering,” added Martin-Gill. “Google’s announcement will further accelerate mobile advertising adoption, making it more important than ever for marketers to leverage Skai’s tools for automated campaign management and advanced portfolio bid optimization.”
As part of Skai’s partnership with Google, the two companies are working closely together as Google updates its AdWords API to ensure Skai’s client base of leading advertisers and agencies will be prepared to capitalize on the new opportunities presented by Google enhanced campaigns.
Skai is a digital marketing technology company that engineers premium solutions for search marketing, social media and online advertising. Brands, agencies and developers use Skai Enterprise, Skai Local and Skai Social to direct more than $25 billion in annual client sales revenue. The Skai Universal Platform delivers automation, intelligence, integration and scale to make better marketing investments. With campaigns running in more than 190 countries for nearly half of the Fortune 50 and all 10 top global ad agency networks, Skai clients include CareerBuilder, Expedia, Facebook, KAYAK, Havas Digital, Hitwise, iREP, John Lewis, Resolution Media, Sears, Starcom MediaVest Group, Tesco, Travelocity, Walgreens, and Zappos. Skai has 16 international locations and is backed by Sequoia Capital, Arts Alliance and Tenaya Capital. Please visit www.Kenshoo.com for more information.
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