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Integrating it with Lyris’ campaign management solution, BidHero, will provide our customers with the best decision making tools available when managing their PPC campaigns,” said Sylvie Moreau, vice president of corporate development for Lyris, Inc.

“We will be offering a unique product to online marketers, by bundling keyword discovery, competitive intelligence and bid management into one easy-to-use solution,” Moreau said. “Lyris, through this new solution, can teach people not only how to do PPC better, but also how to save money.”

According to Rebecca Ryan, Trellian’s director of business development, “more than 100,000 customers already use Trellian’s KeywordDiscovery and competitive intelligence tools. By partnering with Lyris, we can offer these customers additional functionality to make their PPC campaigns more effective and with greater return on investment.”

Integration Overview

BidHero: Lyris’ BidHero campaign management system integrates with Lyris’ ClickTracks Web analytics tools. It is a hosted application which addresses the far more rigorous bid management practices now in place at Google and Yahoo!. “They have added a focus on relevance and quality so campaign management is much more complex”, explained Joy Brazelle, BidHero product manager. BidHero is designed to help PPC campaign managers navigate through the tougher bid management process and find out what their keyword quality score is, which affects their bid price. By offering them tips and best practices advice on keyword and phrase choices – all in a contextual format on one page -- BidHero will also help pay-per-click (PPC) managers increase their quality score which can, in turn, drive down the cost-per-click. Combined with ClickTracks Web analytics tools, marketers will be able to create more potential conversions and to measure the effectiveness of keyword and phrase choices, average-time-on-site and other data points.

KeywordDiscovery: Integration of Trellian’s KeywordDiscovery tool into BidHero enables PPC campaign managers to do extensive front-end research, “to find the long tail of popular keywords,” Brazelle said. “If the customer is starting a new campaign, BidHero puts up a text box so they can research a keyword that they have not already purchased.” Another easy-to-use feature in BidHero will be a little button that says ”research keyword.” It will return the Trellian results with an option to buy, and with just one click, the campaign manager can buy that keyword on the spot.

Competitive Intelligence: Trellian’s competitive intelligence tool uses Trellian’s database to enable PPC campaign managers to discover what keywords their competitors are using, and to see the campaign timeframe and rankings of those keywords. They can identify their competitors’ major site sources and request competitive intelligence on a domain basis, via Trellian’s database.

“With Trellian’s functionality, combined with BidHero and ClickTracks, our customers can make the smartest choices at the front end of their campaigns, track their competitors’ keyword effectiveness, and by using Web analytics, gain great insights into customer behavior and campaign and conversion results,” Moreau said.