Kelly Gillease

Kelly Gillease

Kelly Gillease is Vice President Marketing at Viator, the largest online provider of tours and activities worldwide. In addition to actively managing Viator's in-house search engine marketing efforts, she also oversees Viator's marketing in print, television and email, as well as affiliate marketing and other online channels. A frequent speaker at the Search Marketing Expo (SMX) conferences, Kelly is also a regular editorial contributor for Search Engine Land's 'In House' column. She is also the host of SEMcast, a search engine marketing podcast on


3 Lessons Paid Search Can Learn From SEO

There’s no denying the synergy between SEO and paid search marketing, and paid search marketers would do well to take away a lesson or two from the world of organic search engine optimization to improve their campaigns. 1.  Keywords! Keywords! Sherlock Holmes exclaimed, “Data! Data! …I can’t make bricks without clay.” And likewise, keywords are […]


Top 3 Paid Search Marketing Features Underused By In-House SEM’s

Are in-house search engine marketers taking full advantage of all the features and tools at their fingertips? Being more organized, efficient, or better informed may not require additional special tools or staff, but just better utilization of the fantastic features already provided for free by search engines. In-house marketers are always under pressure to do […]


Optimizing Search Engine Marketing For Seasonal Opportunities

Many in-house search marketers operate within a seasonal framework, whether a retail high season culminating in Christmas, a peak summer travel season, or another cyclical ebb and flow of sales time. Additionally events, like the Olympics or a presidential election, can impact search engine marketing for many businesses. Staying on top of these trends and […]


Justifying Conference Attendance For In-House Search Marketers

While search engine marketing conference attendance for agency staff is almost a given of the job, in-house search engine marketers may find themselves more challenged to justify the expense, both in time and money of conference attendance. Conferences like Search Marketing Expo (SMX) provide a host of benefits that more than justify the cost; the […]

Google algorithm updates

5 In-House Search Marketing Game Changers In 2011

Looking back on 2011, as always, there’s lots of change in the search engine marketing world! New ad products, new features and new media keep in-house online marketers ever on their toes to stay up on the latest and greatest opportunities in an increasingly complex field of online marketing. What were the most interesting and […]


What Brands Need To Know About Google+ AdWords Social Extensions

Google’s early gaffe of not adequately addressing the demand for brand pages for Google+ has quietly given way to several new business-oriented Google+ features for in-house marketers to utilize. Brand pages, social extensions and a trusted verification process are all features in-house marketers should immediately engage with to increase their Google+ counts and brand profiles. […]


Annual Budgeting Guide For The In-House Marketer

When Q4 rolls around, in-house search marketers, like me, probably feel a heady mix of anxiety, dread and oddly, excitement. All this can only mean one thing, it is annual budgeting time! Stressful deadlines, aggressive goals, but also great ideas and opportunities all roll into a couple of intense weeks (and I feel for those […]


In-House Video Marketing Via YouTube

The second largest search engine on the web after Google is YouTube. In-house search engine marketers often overlook the promotional possibilities of YouTube, but with the relatively recent proliferation of cheap and easy video filming technologies (iPhones, Androids, Flips), leveraging YouTube’s massive search volume is something in-house search engine marketers should give at least as […]

Link building

Time Management Tips For In-House Search Engine Marketing

If there’s one complaint that is universal for in-house search marketing managers, it’s that there just isn’t enough time or resources to get everything done. And usually, this complaint is valid; rare is the case of over staffing for search marketing. Often, one person may handle SEO as well as paid search and hey, for […]

Google Analytics

+1 For The In-House Search Engine Marketer

After years of minimal change to the format of AdWords ads (some ad extensions are the only radical change), all paid search ads now have the +1 button right after the headline on their right side. How will this new social aspect impact paid search marketing? And what can in-house search marketers do now to […]


5 Handy New AdWords Editor Features

In early May, Google released version 9 of AdWords Editor, with some fantastic new changes for in-house search marketers engaged in hands-on management of campaigns (and one annoying alteration). Today, I’ll show you how to get the most out of these new features! Manage Negatives More Efficiently In prior versions of AdWords Editor, negative keywords […]


How To Hire A Great In-House Search Engine Marketer (Or Not)

At search engine marketing conferences, I am often asked for advice on how to hire people for in-house search engine marketing jobs. Usually over lunch a business owner turns to me and says something like, I came here to learn more about all this search engine stuff and what I learned is that I need […]


Yahoo-Microsoft Search Deal: A Failure Or Success For In-House Marketers?

After Yahoo’s 1st Quarter 2011 earnings call, quite a bit is being written about whether the Microsoft-Yahoo deal is a failure or success for Yahoo. In my opinion, the more compelling question to ask is:  has the deal been a success for search engine marketers — especially those in-house? The Results Nothing screams marketing success […]


How Paid Social Media Advertising Can Work For In-House Programs

In-house search marketers are often struggling to find ways to grow their responsibilities. For many, the search engine marketing program itself will only get so big or complicated before it settles into a healthy size for the organization that runs like a well-oiled machine. In-house marketers who are looking to grow their skills, expand their […]


The 15 Minute Paid Search Tune Up: 3 Quick Fixes

In preparation for my upcoming appearance at SMX West as a PPC pro in the Paid Search Tune-up Clinic with the SMX Mechanics session, I’ve been thinking more about quick fixes for paid search marketing accounts. Next time you are waiting to get your oil changed, login on your laptop and consider these three 5 […]


Successful SEM Tactics For Marketing Mobile Apps

Got a new mobile app that needs marketing? I wish I could say there’s an app for that, but for in-house search engine marketing managers, marketing a new mobile app involves a lot of the same elbow grease and detailed, tactical campaign work as a search engine marketing campaign. The App’s (Finally) Approved After a […]


3 New Years Resolutions For In-House Search Engine Marketers

Every day in every way, you can become a better search engine marketer. Here are some resolutions to start 2011 off right! Stop Making Poor Mobile Choices There are still many search marketers out there who are running the same desktop search campaigns in mobile. Remember when you did that for content targeting five years […]


The In-House Search Engine Marketing Holiday Wish List

Now is the time of year for putting together wish lists for Santa, and it got me thinking about what I’d most like to get as an in-house search engine marketer. While the gifts search engines send advertisers are sometimes appreciated (does another USB drive mean I was naughty or nice?), I think all in-house […]

Paid social

How To Get Started With Google Twitter Ads

About a year ago, (October 2009) Google inked a $15 million Twitter deal to include tweets in search and finally, the day has come where AdWords advertisers can take advantage of real time Twitter feed access in their Google display ads. Google Twitter Ads Twitter ads follow a standard Google display template for all supported […]

Google Analytics

Retargeting Is The New Black

If you’re an in-house online marketer like me, no doubt your inbox also seems to be coming increasingly inundated with solicitations to try the exciting world of retargeting or remarketing or remessaging solutions. In the seemingly endless sea of provider choices, are any of these types of retargeting worth the technical effort involved and how […]

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