Enlighten announced that it has automated its search engine marketing bid management process through a partnership with search marketing technology firm Efficient Frontier.

According to the company, the partnership should improve Enlighten's enhanced search marketing services making bid management more scientific and more efficient and improve the agency's ability to more effectively manage the most complex paid search campaigns.

By utilizing the tools of Efficient Frontier, Enlighten will employ a portfolio based analytics strategy that will analyze "a client's entire portfolio of keywords and...[use] the efficiencies associated with the most cost-effective keywords to power the less effective but volume-producing terms." Also to be used are cost and revenue ratio maximization, automated keyword generation and hypothesis testing-- all to produce the highest return on investment for search marketing campaigns.

Two of Enlighten's high profile clients, window fashions company Hunter Douglas and enterprise software and IT services provider Compuware, will be the first to take on the new Efficient Frontier platform, and, in the future, Enlighten will offer the new service as an added value alongside its existing in-house search marketing services.