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Tuesday's Toolset Watch


Google has introduced AdWords Campaign Experiments, or ACE in beta: a tool that tests and measures changes to keywords, bids, ad groups and placements. Users can execute the experimental campaign alongside the original campaign, testing such scenarios as the incremental impact of adding new keywords to a campaign or changing keyword and ad group-level bids; restructuring content campaigns to use more tightly themed ad groups; using different keyword match types; using an ad group default bid versus keyword-level bids.

To participate in the beta sign up using this form.

ValueClick’s technology division, Mediaplex, has upgraded its site analytics reporting suite for agencies and marketers. Upgrades have been made to analytics and cross-channel campaign tracking, advertiser conversion tracking tags, dynamic messaging and behavioral targeting.

Social Media

LiveWorld's new Facebook Idea Power 2.0 conversation application is a crowdsourcing application for Facebook that includes moderation tools and services. Consumers can submit, tag and vote on ideas in text, photo, audio and video formats. Widgets highlight top ideas, top contributors, featured ideas and leader boards. The page can be presented in the brand's graphical look and feel or native Facebook look.

Vocus has a new social media monitoring module that provides monitoring for major social media sites, 20 million blogs and includes special algorithms to identify key influencers in blogs and social media.  Features include real time monitoring, the ability to apply toning and natural language processing (NLP) to the content being monitored, influencer relationship management and content filtering.

StrongMail Systems and Milyoni are integrating Milyoni's iStore Dashboard into StrongMail Social Studio. Marketers can listen to conversations about its products and services, engage in the conversation via social channels and present relevant product assortments based on the specifics of the social dialogue. There is also reporting capabilities.

StrongMail is holding a webinar for interactive marketers titled, "Moving the Needle with Social Media: Measurable Strategies for Getting Customers to Drive Business for Your Brand” on Wednesday, June 23. It will feature social media thought leader Jason Falls and StrongMail expert Ryan Deutsch. Register here.

Email Marketing

Unica has included the iPad in its Pivotal Veracity eDesign Optimizer - an email rendering imaging application. The product allows marketers to preview exactly how their emails will look across all major email clients including North American cable email providers, international email clients, multiple versions of the Outlook desktop email client, and such mobile clients as the iPhone, Android, BlackBerry, Palm - and now the iPad.


Return Path has launched Domain Assurance, an audit and registry service that incorporates Return Path's relationships with ISPs. It is currently in beta with a commercial launch planned for Q3 2010. Domain Assurance provides companies with an audit of all email streams to determine if they are properly authenticated. Return Path then assists companies to authenticate their email. The company's domains go onto a registry and any improperly authenticated email coming from that domain can be blocked by mailbox providers with confidence. Return Path has extended its relationships with Yahoo!, Comcast and Tucows to include Domain Assurance. In addition, Cloudmark will make the service available.


BrightEdge has made generally available its BrightEdge SEO Platform, an application that prioritizes SEO projects based on forecasted revenue as well as identifies untapped opportunities and executes strategies. Features include closed loop analytics and competitive keyword mapping.

Search Engine Marketing Professional Organization (SEMPO) is holding a webinar on Thursday, June 17, at 12 pm ET featuring Performics' Director of SEO Chris Keating and Senior Marketing Strategist Dan Malachowski. They will discuss how customer-focused SEO keyword research strategies best target consumers in the age of an increasingly personal SERP. To register sign up here.

Small Business, an online service for small businesses to simultaneously update their website and online marketing, has launched. When a company updates its website, EggZack’s One-Click Update automatically updates its social media, over 3,000 local publications, search engines, national media, blogs, their email lists and other relevant media.


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