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LookSmart expands ad serving platform

Allows advertisers to optimise campaigns by conversion events like sales, sign-ups, downloads, and registrations

By CBR Staff Writer

LookSmart, the search advertising network and management company, has released SmartRotation, a cost-per-action (CPA) driven tool that serves the converting ad creative in an ad group based on conversion data from a tracking pixel. Reportedly, the new tool, a feature of the company’s ad rotation, allows advertisers to optimise campaigns by conversion events like sales, sign-ups, downloads, and registrations.

Michael Schoen, vice president and general manager of advertising platforms at LookSmart, said: It doesn’t matter how many clicks you have if it doesn’t convert. While other platforms only offer even ad rotation or optimisation by click-through rate (CTR), LookSmart’s SmartRotation analyses conversion rates and serves the best-converting ad creative, giving advertisers a better rate of return on their search investment.

The company’s new offering serves the ad creative with CPA in a campaign, provides information about which keywords and traffic sources are performing and can integrate into online campaign management.

The new offering is the latest addition to the company’s AdCenter, an ad serving and keyword auction platform. AdCenter processes daily queries for the company’s syndicated network and is used by advertisers via self-service accounts, managed services and bid management through API technology.

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The AdCenter’s targeting and tracking features include geo-targeting, ad scheduling, conversion tracking and reporting, and traffic management features like referrer white and black-listing and campaign-level feed capping.

Schoen said: Most search advertising providers offer ad rotation optimisation driven by click-through rate, which benefits them, but not necessarily the advertiser. Advertisers can maximise ROI and lower CPAs from LookSmart campaigns while reducing time spent managing those campaigns using SmartRotation.

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