Lyris' BidHero Solution Debuts at PPC Summit, Dallas, February 4-5

• January 28, 2008

Lyris' BidHero Solution Debuts at PPC Summit, Dallas, February 4-5

BidHero Integrates Bid Management Tools and Lyris' ClickTracks Web Analytics To Provide Click Fraud Detection and PPC Campaign Optimization

EMERYVILLE, Calif.--(BUSINESS WIRE)--Jan. 28, 2008--Click fraud continues to be a costly threat to pay-per-click (PPC) campaigns, with annual losses estimated as high as $700 million or more. PPC managers, who need powerful tools to conquer this threat, will be able to see a new solution at PPC Summit, Dallas, February 4-5. Lyris, Inc., a provider of marketing technology software solutions for mid-sized businesses, will be debuting an integrated campaign solution that will not only help PPC managers quickly detect click fraud, but also help them better optimize their campaigns.

Lyris' Lyris HQ solution, http://www.clicktracks.com/lyris-hq-info, integrates ClickTracks Web Analytics and BidHero bid management tools so that campaign managers can, in one place, implement click fraud detection techniques, run a variety of web analytics reports to identify poorly performing campaigns, find out what campaigns are returning results and manage multiple campaigns through a single interface.

"We know that click fraud has not gone away, and when you combine that with the challenge of running many campaigns across multiple engines, on top of an online marketer's plethora of other responsibilities, your budget becomes at risk," says Dan Robbins, director of marketing, Lyris, Inc. "With Lyris HQ we provide support to PPC managers with a single solution that integrates bid management, web analytics, click fraud detection, and email marketing tools into one cohesive environment."

Is It Fraud or a Lousy Campaign?

At PPC Summit, attendees will gain new insights into click fraud at the Lyris workshop on click fraud detection. Lyris Business Analyst Andreas Galdames will explain what fraud detection techniques really work and how to analyze whether clicks are truly fraudulent or simply reflect a badly designed ad. "Poor quality ads can produce results that look similar to click fraud," says Galdames. "Low conversion rates, minimal time spent on site or clicks from a country that does not normally generate traffic are all warning signals for under-performing campaigns. In our workshop we will delve into how to use analytics to further evaluate clicks to judge whether they represent click fraud."

Of course, as Galdames notes, "the best way to combat click fraud is to be proactive so you don't have to wind up fighting the search engines for a credit. By identifying ads that are performing poorly you will be ferreting out click fraud at the same time."

PPC Campaign Optimization

The upside of Lyris' BidHero solution is that PPC managers can do extensive, front end, keyword research to begin campaigns at maximum effectiveness. BidHero integrates Trellian's popular KeywordDiscovery tool, enabling PPC managers designing new campaigns to find the long tail of popular keywords. It can also be used to make campaign corrections as the web analytics reveal what is or isn't working.

Lyris' BidHero campaign management system is a hosted application which addresses the far more rigorous bid management practices now in place at Google and Yahoo!. BidHero is designed to help PPC campaign managers navigate through the tougher bid management process and find out what their keyword quality score is, which affects their bid price. By offering them tips and best practices advice on keyword and phrase choices - all in a contextual format on one page - BidHero will also help pay-per-click (PPC) managers increase their quality score which can, in turn, drive down the cost-per-click. Combined with ClickTracks Web analytics tools, marketers will be able to create more potential conversions and to measure the effectiveness of keyword and phrase choices, average-time-on-site and other data points.

PPC Summit Discount Offer

Lyris is a PPC Summit sponsor and is offering PPC Summit attendees a 10 percent discount on the show registration fees (1 day pass $799; 2-day pass, $1,399.) Go to www.ppcsumit.com and sign using the code 'CLICK.'

About Lyris, Inc.

Lyris, Inc., (OTCBB:JLHY), formerly J.L. Halsey, is a leading marketing technology company that provides hosted and installed software solutions for marketers at mid-size businesses. Ziff Davis Media's Baseline Magazine ranked the company No. 1 on its list of the fastest-growing software companies with sales under $150 million. Its core solutions--ListManager, EmailLabs, ClickTracks, Sparklist, Hot Banana and Email Advisor--provide a suite of best-of-breed tools for managing email marketing campaigns end-to-end, publishing and managing Web site content, creating landing pages and optimizing Web sites based on sophisticated, yet, easy-to-use Web analytics. Clients include Nokia, Adobe, PalmSource, Johns Hopkins University and Jupitermedia. For more information, please visit www.lyrisinc.com, www.lyris.com, www.emaillabs.com, www.clicktracks.com, www.hotbanana.com and www.sparklist.com.

Visit Us at PPC Summit, Dallas, February 4-5, 2008

Attend Lyris Workshop on Click Fraud Detection Techniques, Feb 5, 8:45am

CONTACT: Lyris, Inc.
Dan Robbins, 831-621-6399
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or
Edge Communications, Inc.
Ken Greenberg, 818-990-5001
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SOURCE: Lyris, Inc.