, the internet dating site, has appointed Efficient Frontier to manage the paid search bid optimisation for their UK SEM strategy.

Efficient Frontier will handle the bid and performance management of paid search for in the UK from the middle of April 2007 in a deal expected to roll out across Match International later this year.

The appointment follows Efficient Frontier’s success with’s US site where the service launched in August 2006. Efficient Frontier also provides search marketing (SEM) to a number of other IAC businesses including, LendingTree, Pronto and ServiceMagic.

Efficient Frontier will work alongside’s UK online marketing team. James Duggan, Online Marketing Manager at comments: “We are confident that Efficient Frontier’s unique combination of technology, based on Wall Street analytics and expert client services, will improve the effectiveness of our search marketing leading to an increase in subscriptions to our UK service.”

Jonathan Beeston, Client Services Director for Efficient Frontier concludes: “We’re delighted that has chosen to extend our US relationship to the UK and Europe. is already a sophisticated search advertiser, but with our unique portfolio optimisation technology we will deliver even higher returns from their marketing investment.”

About pioneered online personals when it launched on the Web in 1995 and continues to lead this exciting and evolving category after more than a decade. Throughout its 12-year history, has redefined the way people meet and fall in love and is credited with more marriages than any other site. Today, more than 15 million people around the world participate in the community, providing a rich tapestry of ethnicities, interests, goals, ambitions, quirks, looks and personalities from which to choose. operates leading subscription-based online dating sites in 35 countries, in 15 languages and spanning six continents. also powers online dating on MSN across Europe, Asia, the United States and Latin America and is the premier provider of personals for Love@AOL. is an operating business of IAC.

About Efficient Frontier
Efficient Frontier is the leading worldwide provider of paid search engine marketing (SEM) solutions. By combining technology based on Wall Street analytics with expert client services, Efficient Frontier reduces the complexity inherent in search engine marketing and enables customers to realize an average increase in ROI of 20 to 50 percent. With Efficient Frontier, online marketers can maximize the effectiveness of millions of keywords, across search engines, including Google, Yahoo Search Marketing, and MSN based on business objectives and marketing budgets. As of February 2007, Efficient Frontier manages more than $300 million in annual PPC spend, counts 80 of the top 500 search advertisers as clients and manages more than 20 million keywords. Efficient Frontier provides solutions for enterprise advertisers, and its Express product addresses individual advertisers and agencies. Headquartered in Mountain View, Calif., with European headquarters in London, England. Efficient Frontier is a privately held company that has been in business for more than 3 years with funding from Redpoint Ventures and Cambrian Ventures. For more information, please visit the company’s Web site at

Published on: 12:00AM on 26th April 2007