Great Webcast today on Big Sites, Big Brands
Chris Sherman did a great webcast today on big sites and big brands search engine marketing, I recommend checking it out if you manage some big azz SEM. Lots of in-house managers were in attendance, seems like the number of us is growing! As a marketer who’s been in the position of having to manage part or all of a portfolio of sites for a big company, I appreciate a lot of the challenges in competing departments or sites fighting for the same share of searches. Generally I think all the advice was good. The one thing I would have emphasized more is that ROI analysis is really key, in terms of bottom line profits for an e-commerce company, whichever site or department is making the most profit off the search term should be the owner (if multiple owners aren’t possible). This may require testing to determine, but ultimately it benefits the company to route keywords to the most efficient converting content. Likewise if its possible that two paid ads are running in competition, which is the higher bidder should be ROI driven.
In terms of the branding and search content, Chris touched on some of the themes that will be present in my SMX West presentation for the Search 4.0: Search Ads & Behavioral Targeting session. The interaction between other online ads like banners and search program performance will definitely be a part of the discussion for that session as well. It should be an interesting session, so if you are attending SMX West I encourage you to stop in and say hi. In the meantime Chris’ webcast will be available online sometime soon at Search Marketing Now, so check it out.
