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Irvine-based Local.com boosts search advertising technology
Move is expected to increase revenue-generating traffic across the site and network.
by Casey GomezPublished: August 12, 2010 01:50 PM
Irvine-based Local.com Corp. is boosting its search advertising technology in an effort to increase monetization of traffic across the regional search engine's network.
The enhancements are expected to deliver more relevant ads, which will likely result in an increase in the click-through rate of those platforms. The upgrade is also projected to improve user experience in general and deliver faster search response times.
"One of our key initiatives this year is to increase organic traffic, said Eileen Licitra, Local.com's vice president of product management. "Improvements in search advertising relevance are expected to improve our users’ experience, which in turn is expected to increase repeat usage of our sites."
The company currently has launched the new technology on its flagship property but plans to roll it out across its network of 41,000 sites through the remainder of the year.
"The enhancements have already shown marked improvements in the relevance and click-through rates to our advertisers," said Licitra. "As with much of our research and development effort, our partners will share in these enhancements when we roll them out across our broader network."
Local.com is a site and network that provides search results for regional businesses, products and services. The site reaches 20 million customers each month, and more than 70,000 small businesses use Local.com to reach consumers.
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Irvine-based Local.com Corp. is boosting its search advertising technology in an effort to increase monetization of traffic across the regional search engine's network. The enhancements are expected to deliver more relevant ads, which will likely result in an increase in the click-through rate of those platforms. The upgrade is also projected to improve user experience in general and deliver faster search response times. "One of our key initiatives this year is to increase organic traffic, said Eileen Licitra, Local.com's vice president of product management. "Improvements in search advertising relevance are expected to improve our users’ experience, which in turn is expected to increase repeat usage of our sites." The company currently has launched the new technology on its flagship property but plans to roll it out across its network of 41,000 sites through the remainder of the year. "The enhancements have already shown marked improvements in the relevance and click-through rates to our advertisers," said Licitra. "As with much of our research and development effort, our partners will share in these enhancements when we roll them out across our broader network." Local.com is a site and network that provides search results for regional businesses, products and services. The site reaches 20 million customers each month, and more than 70,000 small businesses use Local.com to reach consumers. |
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