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Adchemy Promises Better Search ROI Through Intent-Based Ad Copy And Landing Pages
Billing itself as one of the “best kept secrets in Silicon Valley,” Adchemy is a technology provider that promises to help search marketers “dynamically” create more relevant ad copy and landing pages at scale. The company recently released its WordMap application, which is intended for very large campaigns with millions of keywords but where the ad copy and landing pages are more general and thus unable to reflect the variety and nuance of the more specific associated keywords.
Adchemy says that it can “dynamically generate tens of thousands of paid-search ads directly related to intent of individuals, each with a customized landing page.” The idea is that when someone inputs “best inexpensive laptop, San Leandro California,” rather than a more “generic” ad designed to cover a wide range of keywords, Adchemy will create ad copy that contains comparable language and better match the intent being expressed in that query.
The company generates ad copy and landing pages “automatically,” based on templates, but not contemporaneously with the query. It’s not a version of the old “Find Greg Sterling on eBay” scenario. The ad copy and landing pages are created ahead of time based on keyword and query log analysis.
Adchemy SVP Anurag Wadehra argued to me that creating ad copy and landing pages manually cannot hope to capture the search intent expressed in the huge keyword lists now used by large scale search marketers. He added that Adchemy also simplifies complex search campaigns by shifting campaign management from “millions of keywords” to mere hundreds of “intent groupings.”
Here’s how the company explains the process:
- The Adchemy WordMap analyzes consumer search queries, as well as your keyword portfolio, breaking down keywords and query patterns into consistent terms and intents.
- The WordMap application then groups similar intents into Topics, such as “Brand,” “Family,” “Segment,” or “Value.”
- The WordMap application analyzes your keyword portfolio and query logs (if available) and derives Keyword Expressions — patterns of how your customers are expressing their intents. These Keyword Expressions can then be used as templates to automatically generate additional relevant keywords at scale, with each generated keyword retaining its underlying intent(s).
I haven’t seen the platform in action. But if the company can actually deliver as promised it would be impressive. Validating its claims, to a considerable degree, are the fact that Adchemy has received $60 million in funding and has 300 customers.