Marketers using Outbrain’s content marketing technology are set to be afforded a new level of control from its new Amplify DIY product.

The upgrade can be used to drive an engaged and relevant audience to an advertiser’s content on a pay-per-click (CPC) metric, leading Stephanie Himoff, UK MD at Outbrain, to draw similarities with Google Adwords.

“The launch of the Amplify DIY dashboard in the UK will open the door and help many brands take that next step,” said Himoff.

“Amplify DIY will allow businesses to fully embrace content discovery easily with full control, in much the same way as Google Adwords did for search advertising.”

CPC allows for all budget sizes

Businesses of differing sizes with all manner of marketing budgets are said to be using Outbrain’s Amplify DIY dashboard. Some of the publishers currently signed up include The Guardian, The Telegraph, CNN, Sky News, Future Publishing and the Express Group.

The platform boasts the ability to add content at any time and as often as required, with full control of daily budgets and CPC bundled offered alongside geo-targeting capabilities and tracking software.

Amplify DIY also has an a/b split testing option where marketers can trialmultiple headlines and images. It is then possible to sift through reports to optimise and scale campaigns based on the test’s results.

More than 180 billion content recommendations are served on Outbrain every month with over 553 million global unique visitors, outpacing Facebook for reach in markets such as the US and German, according to comScore.