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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Q4 Reports: Search Advertising Growing In Efficiency

Jan 13, 2012 at 9:01am ET by Elisabeth Osmeloski

Four reports released this month by paid search giants Efficient Frontier, IgnitionOne, Marin Software and Covario all pointed to an overwhelmingly successful fourth quarter in 2011 for major search advertisers in a number of verticals. Across the board, overall search spend increased, as advertisers on the whole enjoyed an increase in impressions and click-through rates, while achieving a lower average cost per click. According to Efficient Frontier's report: Search spend increased significantly in Q4 of 2011, bolstered by aggressive spending by retailers. Overall, search spend gre [...]

Related Topics: Channel: SEM | Enterprise SEM | Stats: Spend Projections

Setting Campaign Budgets: Maximizing ROI While Controlling The Risk

Jan 5, 2012 at 9:10am ET by Siddharth Shah

Campaign budgets enable advertisers control over campaign-level spend on search engines. Once the campaign spend approaches the set budget, ads show up with lesser frequency, and ultimately ads do not compete in the auctions. However, this is not the best way to control your budget for two reasons: (1) If you have hit your campaign budget limit, it means that you are not competing in auctions for part of the day and hence are missing out on potentially profitable clicks. (2) You are paying a higher keyword CPC than necessary to get the same number of clicks. The reason for this is a bit n [...]

Related Topics: Channel: SEM | Enterprise SEM

Digital Marketing Trends To Watch Out For In 2012

Dec 26, 2011 at 12:14pm ET by Matt Lawson

As you put the finishing touches on 2012 budgets and plans, it’s important to build a point of view on the future. While it’s impossible to predict what will happen or when, running through a few what-if scenarios makes you more prepared for changes as they come. In this column, we’ll highlight some of the trends and possibilities we see for digital marketing in 2012. But first, let’s review the predictions I made in our 2011 predictions and trends column last year – to see if my foresight was correct. My prediction that marketers would increasingly apply automation to combat r [...]

Related Topics: Channel: SEM | Enterprise SEM

From The Experts: Enterprise-Level PPC Campaign Management

Dec 19, 2011 at 12:20pm ET by David Roth

Last month, I wrote about a conference session I moderated on Building and Training In-house SEO Teams. And while that get-together was a blast, I didn’t really get my geek on until I was presenting on a panel on Enterprise Level Bid Management. The title was a bit of a misnomer, as we covered topics well beyond the scope of bid management. But the basic premise of the panel remained about how to tackle large scale paid search problems. Industrial Strength – I love it! There were only three presenters on the panel, myself included, but there was a conspicuous depth of paid search exper [...]

Related Topics: Channel: SEM | Enterprise SEM

How To Turn Challenger Brands Into Market Leaders Using Efficiencies In Large Scale SEM

Dec 12, 2011 at 1:23pm ET by Adam Riff

As digital marketing professionals, we work with a wide range of clients. Some are Fortune 500’s and some are mid-tier businesses trying to compete in tough markets. The latter of these can be considered ‘challenger brands’ for two reasons – contending with the industrial strength heavy hitters can be daunting for them and positioning these brands to stand head to head with the top players can be hard for marketers. So what is the solution to effectively grow the market share of these challenger brands while improving their online positioning? Turning a challenger brand into a ma [...]

Related Topics: Channel: SEM | Enterprise SEM | How To: PPC

How To Get Started With YouTube Promoted Video

Nov 28, 2011 at 4:56pm ET by Matt Lawson

Earlier in the year, YouTube surpassed Yahoo as the world’s second largest search engine. In June 2011, ComScore reported that in the U.S., YouTube attracted 5.6 billion viewing sessions per month and the average U.S. visitor frequents the site 23 times a month with each visit lasting on average 26 minutes. And, just today, ComScore also reported that YouTube passed 20 billion video views during October 2011 alone. No matter how you look at the data, that’s a lot of eyeballs and a lot of time spent on a single site that a marketer can take advantage of. But creating a video is only hal [...]

How To Build & Manage Enterprise Search Marketing Teams

Nov 21, 2011 at 11:19am ET by David Roth

On a panel at a recent conference, I had the pleasure of moderating a great discussion on building and managing in-house SEO teams. What made this panel superb was that it wasn’t just about in-house SEO teams.There was quite a bit of content around hiring, working with third parties, and the interaction between marketing and IT departments. My kind of panel – Industrial Strength! Hiring Search Marketers Josh Gampel kicked off the panel with a fine presentation on hiring for search. Josh and his teams were the first folks to build a company (Onward Search) around staffing for search engin [...]

Related Topics: Channel: SEM | Enterprise SEM

3 Tips Key To 2011 Holiday Advertising

Oct 31, 2011 at 10:24am ET by Matt Lawson

Last holiday season, online consumers spent approximately $32.6 billion, a 12 percent increase from 2009. We can safely assume the trend will continue in 2011 as shoppers’ propensity to search online for the best deals grows and retailers respond by bulking up their online offers. As a result, competition among online retailers will be at an all-time high this holiday season. Our own research also indicates shoppers will likely begin their search for holiday gifts earlier than in previous years. According to our findings, four of the top five days for paid search conversions in 2010 occur [...]

Related Topics: Channel: SEM | Enterprise SEM

Three Steps To SEM Planning Success

Oct 24, 2011 at 2:11pm ET by David Roth

Ahh, annual planning season. Nothing quite like it. You can almost smell it in the air. Dozens of spreadsheets packed with endless assumptions, each one more fantastic than the last, combining to ultimately seal a marketer’s fate for the next 12 months. What could be better than that? Well, how about three steps to make your SEM planning process more successful: Align SEM goals with company strategy Build different scenarios to illustrate tradeoffs Engage with all stakeholders multiple times throughout the process A couple of years ago, I wrote a column about our Monthly Ref [...]

Related Topics: Channel: SEM | Enterprise SEM

The Lazy Search Marketers Guide To Increasing Volume Without Adding New Keywords

Oct 3, 2011 at 11:06am ET by Matt Lawson

Sick of spending afternoons reviewing raw query reports? We’ve all been there— pouring over keyword expansion tools trying to identify those stellar terms that your account may be missing. Adding new keywords and refining match types is certainly important for optimization, but it’s not necessarily the fastest way to increase volume. Often, advertisers focused on growing their paid search programs pay too much attention to keyword expansion activities. It’s not surprising that this bias persists -- given the multitude of keyword tools out there such as Wordstream, Trellian, or Adg [...]

Related Topics: Channel: SEM | Enterprise SEM | How To | How To: SEM | Intermediate

The Relationship Between Enterprise SEO & PPC: SMX East Recap

Sep 26, 2011 at 1:30pm ET by David Roth

During a whirlwind stay at SMX East, I had the enviable opportunity to speak at length about two of my all-time favorite topics: Enterprise PPC, and the relationship between paid and organic search. Enterprise PPC It was interesting to get some very different takes on Industrial Strength SEM from the seasoned pros seated next to me on this panel, such as Frank Grasso, who deals with massive inventory-driven businesses like travel, retail, and events (tickets). His sweet spot is optimizing from the ‘back-end’, integrating supply and demand to maximize the effectiveness of his customer [...]

Related Topics: Channel: SEO | Enterprise SEM | Enterprise SEO

3 Steps To Adopting A New Attribution Model In A Large Enterprise

Aug 29, 2011 at 11:39am ET by David Roth

When I first got to Yahoo! and asked about attribution models in our marketing team, our marketing analytics lead informed me that we had developed, and subsequently scrapped, a very elegant attribution model. In fact, we were back to square one with a last-ad model, the same one that’s been dominating our industry for what seems like forever. When I asked why we abandoned the obviously superior system, I was surprised by the answer I got. Hard To Sell The attribution model developed by our analytics team was quite elegant, apparently. It accounted for ad interactions from various marke [...]

Related Topics: Channel: SEM | Enterprise SEM

The One Metric You Need To Optimize Across Paid & Organic Search

Jun 13, 2011 at 11:25am ET by Matt Lawson

The importance of a combining SEO and SEM to optimize online performance is not a new idea. Paid advertising programs cannot be successful without top ranking natural search results and vice versa. That is why most large scale organizations typically have experts focused on each practice separately. Every once and a while, it’s important to combine forces, and make sure that your online advertising program is optimized across paid and organic search. When SEO and SEM teams are operating independently, there are often high volume terms that drive traffic from only one of the two search cha [...]

Related Topics: Channel: SEO | Enterprise SEM | Enterprise SEO

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