Web industry leaders Covario and Kenshoo have announced a strategic agreement that includes software licensing and technology integration to deliver innovative search and social marketing solutions for enterprise advertisers.
Covario, the nation’s largest independent provider of search engine marketing and SEO (search engine optimization) software solutions, will utilize Kenshoo’s digital marketing software to enable scalable online media buying and optimization on behalf of several global enterprise clients for both paid search and paid social advertising. Additionally, the companies will co-develop a fully integrated paid and organic search solution for global digital marketers, leveraging Covario’s SEO technologies such as Covario Organic Search Insight and Covario Organic Search Optimizer together with Kenshoo products Kenshoo Enterprise, Kenshoo Local and Kenshoo Social.
The companies cited three factors driving their partnership: the double-digit growth of paid search spending by enterprise marketers globally, the rapidly growing budgets for Facebook advertising and other paid social media campaigns, and the proven benefits of holistic management of paid search and SEO.
In its quarterly Global Search Spend Analysis of major technology and consumer electronics companies issued in July 2011, Covario reaffirmed its projection for 15 to 20 percent annual growth in paid search spending in 2011. Meanwhile, analysts have reported that all roads lead to Facebook in social network advertising, with a forecast for 2012 that call for the mega social network to command $5.74 billion in ad revenues worldwide. Additionally, Forrester Research, in its 2011 Wave of U.S. Search Marketing Agencies, asserted its belief that integrating SEO and paid search efforts is easiest when done through a single partner.
Covario has begun the onboarding process with Kenshoo for a number of existing paid search clients. As for the integrated organic and paid search solution, a prototype will be unveiled in the months ahead.