Performance-based ad network MIVA, formerly FindWhat.com, announced Monday at Ad:Tech New York that it has launched a broad-matching search keyword tool and augmented the ad management functions of its MIVA Ad Center.

The new search product, called MIVA Match, lets advertisers choose to place their ads in keyword searches that are less than exact duplicates of the keyword or phrase. In other words, an advertiser imposing a broad match on the phrase “tennis shoes” will get the chance to display a pay-per-click ad when searchers query either “tennis” or “shoes”. Ads tied to exact matches on keywords will be displayed before MIVAMatch broad terms.

Other enhancements to Ad Center will let advertisers group pay-per-click ads into campaigns. This will enable a higher level of ad management than the previous Ad Center model, which extended only to a specific account. Under the new launch, advertisers can organize their total ads into campaign groups and then control those groups through budgeting and scheduling, setting daily or monthly maximum spends for a group of ads and setting start and end dates, dayparts and days of the week for each campaign.

MIVA has released the application program interfaces for the new Ad Center campaign tools, to allow their adoption by advertising agencies that build their own custom management software. Reports can be pulled for both single campaigns and for the performance of all a marketer’s campaigns taken together.

“Paid search is working incredibly well for advertisers,’ said Tom Wilde, general manager of MIVA North America. “The challenge is that it’s also quite complicated to do well. Our emphasis is to make it simultaneously easier and more powerful to advertise on the MIVA network.” Wilde added that MIVA wanted to ensure that it was appealing to two different segments of the paid-search ad market: small and mid-sized business that are not yet sophisticated about search marketing, and more accomplished marketers who will be able to make good use of high-end tools.

In other MIVA news, the company released its third-quarter 2005 results Monday and said its revenue for the period declined 23% from the same quarter in 2004. Quarterly revenue dropped to $44.7 million from $58.3 million, and profits declined from earnings of $4.8 million in Q3 2004 to losses of $3.5 million this year.

Chairman and CEO Craig Pisaris-Henderson said in a statement that the company had managed through “a number of tough challenges” but now had “a foundation from which we intend to build” and expects to return to positive revenue growth in 2006.

Performance-based ad network MIVA, formerly FindWhat.com, announced Monday at Ad:Tech New York that it has launched a broad-matching search keyword tool and augmented the ad management functions of its MIVA Ad Center.

The new search product, called MIVA Match, lets advertisers choose to place their ads in keyword searches that are less than exact duplicates of the keyword or phrase. In other words, an advertiser imposing a broad match on the phrase “tennis shoes” will get the chance to display a pay-per-click ad when searchers query either “tennis” or “shoes”. Ads tied to exact matches on keywords will be displayed before MIVAMatch broad terms.

Other enhancements to Ad Center will let advertisers group pay-per-click ads into campaigns. This will enable a higher level of ad management than the previous Ad Center model, which extended only to a specific account. Under the new launch, advertisers can organize their total ads into campaign groups and then control those groups through budgeting and scheduling, setting daily or monthly maximum spends for a group of ads and setting start and end dates, dayparts and days of the week for each campaign.

MIVA has released the application program interfaces for the new Ad Center campaign tools, to allow their adoption by advertising agencies that build their own custom management software. Reports can be pulled for both single campaigns and for the performance of all a marketer’s campaigns taken together.

“Paid search is working incredibly well for advertisers,’ said Tom Wilde, general manager of MIVA North America. “The challenge is that it’s also quite complicated to do well. Our emphasis is to make it simultaneously easier and more powerful to advertise on the MIVA network.” Wilde added that MIVA wanted to ensure that it was appealing to two different segments of the paid-search ad market: small and mid-sized business that are not yet sophisticated about search marketing, and more accomplished marketers who will be able to make good use of high-end tools.

In other MIVA news, the company released its third-quarter 2005 results Monday and said its revenue for the period declined 23% from the same quarter in 2004. Quarterly revenue dropped to $44.7 million from $58.3 million, and profits declined from earnings of $4.8 million in Q3 2004 to losses of $3.5 million this year.

Chairman and CEO Craig Pisaris-Henderson said in a statement that the company had managed through “a number of tough challenges” but now had “a foundation from which we intend to build” and expects to return to positive revenue growth in 2006.