Innovation

Efficient Frontier Innovation - We Do the Math™

Today's online advertisers must navigate a sea of Search Engine Marketing (SEM) companies and a wide array of competing claims. The current global market environment makes it even more critical to select an SEM partner with world-class expertise and the most advanced technology. Efficient Frontier pioneered the science of applying Portfolio Theory to search advertising, and we continue to lead the industry.

Efficient Frontier's predictive models, automation and optimization closed loop SEM solution

Our unique portfolio management approach - which is backed by robust mathematical keyword models - is the key to maximizing SEM campaign performance. In the current uncertain marketplace, our model-based portfolio management offers the additional advantage of forecasting campaign performance accurately.

The success of the Efficient Frontier approach is based on:

  • Automation that helps clients scale and respond to marketplace uncertainties
  • Models that accurately predict the performance of a keyword at every position
  • Advanced algorithms that use the models to calculate the precise bid for every keyword to maximize overall campaign performance

It is the models and algorithms that distinguish the players in this space - and therein lies the focus of our innovation. Good models are always supported with sufficient data to account for seasonality and other marketplace uncertainties. They must be capable of handling sparse datasets as is always the case with tail terms. Additionally, they must be robust enough to adapt quickly to marketplace uncertainties. Finally, the algorithms underlying these models must be backed with rigorous mathematics - not the rules based solutions common to other SEM solutions.

With over seven years of experience, which includes managing over 88 million keywords and over $750 million in annual global SEM spend, Efficient Frontier offers search advertisers the technology platform to ensure the most reliable return on their investment.

For more information on how automation, algorithms, optimization and predictive modeling affect ROI, click here to download our white paper.