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Amazon Enters SEM Fray
The online retailer will offer a search engine marketing solution from Efficient Frontier to its clients.
Amazon Services, part of Amazon.com, will market the Efficient Frontier system as a method of optimizing a retailer's search engine placement. In a press release, Efficient Frontier said its solution helps online retailers "by dynamically allocating marketing investment across millions of keywords."
In a press release, privately held Efficient Frontier cites a combination of "Wall Street analytics" and consulting services as its method of managing SEM campaigns. Those methods will be aimed at maximizing client SEM investments while mitigating some of the risks involved with search engine marketing efforts.
Amazon owns the A9 search engine, and has recently focused on increasing its appeal as a local search destination. A9 has been integrating some 35 million photographs taken by trucks in 24 cities. The site provides Yellow Pages searching, and it looks like Amazon Services will use Efficient Frontier to better place client ads in those search results, among other places.
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David Utter
