Self-Serve Web Application Optimizes and Automates Keyword Ad Campaigns

MOUNTAIN VIEW, Calif., April 25 — Efficient Frontier, the leading provider of search engine marketing (SEM) solutions, today announced the release of Efficient Frontier Express, a Web-based application for small to mid-size online marketers to better manage their paid search campaigns on Google and Yahoo!.

“We have received countless inquiries about our paid search solutions from small to mid-size advertisers,” said Ellen Siminoff, president and CEO of Efficient Frontier. “Express is in response to that demand, providing a sophisticated, yet very easy-to-use, tool for advertisers to manage the complexity of the search engines and optimize their campaigns.”

Unlike other managed services that merely offer analytical tools and leave the decision-making process up to the user, Express provides an automated solution that selects and automatically bids on the optimal keyword prices for the client. Built on Efficient Frontier`s patented, data-driven portfolio technology based on Wall Street analytics, the application uses advanced statistical decision-making processes to determine the most effective keyword bids relative to the client`s budget spend and business metrics.

Express` user-friendly, user-interface (UI) allows advertisers to set up, launch, review and adjust their campaigns easily. During the set-up phase, advertisers define their key marketing metrics (Clicks, Units Sold, Registrations and Revenue) and daily budget spend criteria. They then place a conversion tracking tag (Efficient Frontier Tracker) for each of their metrics on the relevant pages of their site for ongoing measurement. Express collects conversion data for two weeks to gather historical performance. The system takes the data and runs forecasts/models to select the optimal bids based on the advertiser`s campaign goals and budget spend. Advertisers can track and measure their keyword campaigns from a single executive dashboard and analyze performance against their specified key metrics.


The beta version of Express was launched in August 2005. More than 20 advertisers signed up during this period, including Dollar Days (, an online wholesaler for small business owners to order goods ranging from decorative items and clothing to personal care products and greeting cards.

“We manage thousands of keywords and were looking for a solution that could help us better manage our campaigns,” said Marc Joseph, president and CEO of Dollar Days. “Express has been the perfect solution, not only making it easier because of the automation functionality, but also increasing our ROI.”

About Efficient Frontier
Efficient Frontier is the leading provider of paid search engine marketing (SEM) solutions. By combining technology based on Wall Street analytics with expert client services, Efficient Frontier reduces the complexity inherent in search engine marketing, and enables customers to realize an average increase in ROI of 20 – 50 percent. With Efficient Frontier, online marketers can maximize the effectiveness of millions of keywords across multiple search engines, including Google and Yahoo! Search Marketing, based on business objectives and marketing budgets. Today, Efficient Frontier manages more than $200 million in annual PPC spend, counts 70 of the top 500 search advertisers as clients and manages more 15 million keyword ads. Headquartered in Mountain View, Calif., Efficient Frontier is privately held with funding from Redpoint Ventures and Cambrian Ventures. For more information, please visit the company`s Web site at or call 650-567-1000.

NOTE: Efficient Frontier is the trademark of Efficient Frontier, Inc. Any other marks used in this document are trademarks or registered trademarks of the manufacturers or marketers of the products with which the marks are associated.


Ken Garcia | Senior Account Executive
Corporate & B2B Practice
Tel: 804.675.8132
Fax: 804.675.8183