Enterprise SEM is written by search marketers running massive search advertising campaigns. Running large budget campaigns with millions of keywords can be an entirely different animal than running less complex ad campaigns. Additional details, such as more complex ROI metrics, optimizing efficiently, managing creatives and automation become the focus of such campaigns. Experts share real-life experience and perspective to running search campaigns of such scale.

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Accelerating Revenue Growth With Keyword Parity

May 17, 2012 at 12:10pm ET by Matt Lawson

As campaigns mature, keywords evolve from experiments to proven revenue drivers. Remembering to add a keyword to Bing after a successful trial in Google or remembering to expand a new top performing keyword across its other match types is easier said than done. With so much focus these days on the next best thing — generating the most compelling creative or discovering the next diamond-in-the-rough keyword — search marketers often ignore the keyword gaps that slowly accumulate over time. Maintaining publisher and match type keyword parity is one of the most important campaign managem [...]

Related Topics: Enterprise SEM

4 PPC Tactics To Ensure You Meet & Exceed Your Plan

May 10, 2012 at 9:22am ET by David Roth

In this column, we routinely write about some fairly advanced topics: Next-level optimization, automated bidding algorithms, hyper-targeted search campaigns, paid vs. organic search, etc. Lost in all this is the underlying discussion around the need to hit your financial goals. The majority of large enterprises engage in annual planning, which means that as SEM managers, we are tied to pretty strict financial goals. While all the advanced topics sound good and do warrant execution, in a world of limited resources sometimes we just need to hunker down and focus on hitting Plan. At one poi [...]

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Basic Econometric Modeling: Measuring The Offline-Online Effect Of TV Advertising On Search Spend

May 3, 2012 at 2:13pm ET by Siddharth Shah

Multi-channel advertisers often ask me how to measure the effect of their TV ads on their online marketing channels. The question is important because it is the first step in the answer to the media mix question: What is the right distribution of budget across TV and online channels to maximize return on investment. This is a tricky question to answer for the following reasons: TV campaigns are typically branding campaigns while search is typically DR focused. There is typically a halo effect in TV campaigns, e.g. when you run a TV campaign you typically see its effect last on search [...]

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The Complete Guide To Bidding On Competitor Brand Names & Trademarked Terms

Apr 26, 2012 at 1:59pm ET by Ted Ives

It’s been long known in the industry that brand term keywords garner a much higher click-through-rate. As a result, marketers often start by bidding on their own brand terms.

Related Topics: Enterprise SEM | How To: PPC | How To: SEM | Legal: Trademarks

Benefits Of Cross-Channel Analytics For Search Marketers

Apr 19, 2012 at 12:03pm ET by Matt Lawson

John Wanamaker once stated, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” One of the things we love to tout as search marketers is our ability to track our efforts. We pride ourselves on it. But, as much as our tracking capabilities would leave Wanamaker dumbfounded, there are still a lot of clicks which we can’t easily tie out to revenue. For marketers, the question of accurately tracking revenues often comes down to a conversation about attribution. For some, the “last-click wins” model, which remains an industry standard, is in [...]

Related Topics: Enterprise SEM

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