Online marketing network Miva announced today the launch of a new Web-based dashboard tool that will let advertisers and agencies manage multiple Web ad accounts from a central location.
Called Miva Agency Center 1.0, the product will offer a single log-in entry to a platform from which online ad agencies can manage their clients’ pay-per-click and pay-per-call campaigns on the Miva network of Web pages and directories, both for keyword-related listings and contextual ads.
“If you’re in a media agency and handling the American Express account, you have to manage campaigns for the blue card, the gold card, the black card, the platinum card and the green card,” said Seb Bishop, Miva director and chief marketing officer. “Bidding on millions of keywords in different campaigns for different accounts becomes very time-consuming. Agency Center allows an agency to manage all their clients on our network from one single interface.”
As well as launching the dashboard, Miva announced enhanced access to its application programming interface, so that agencies that wish to incorporate Miva into their existing account-management software will be able to do so easily. Miva will not charge for access to its API.
Search advertising has gotten more complex as keywords lists have expanded and in particular as advertisers try to extend their reach beyond the Google and Yahoo! networks. In response, many second-tier networks and search engine marketing firms have added tools that streamline the process of setting up accounts, managing ads and tracking performance on their Web properties from a single interface.
Miva is the rebranded name for the former FindWhat and eSpotting networks, now known collectively as Miva Media. The company launched its new title in June 2005, taking the name of its e-commerce platform as an identity for the whole company.
