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08.17.05
Amazon Enters SEM Fray
 By
David Utter
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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