Search Marketing  Best Practices for Big Brands PANELIST: Nick Sheth,  Director of Business Development, Gap Inc Direct
Know Your Trademarks™ <ul><li>Register your marks with Google (including misspellings) </li></ul><ul><li>Ensure you have a...
Know Your Promotional and Offline Marketing Calendars <ul><li>Calendar your promotions and share with your agency and all ...
Know Your Site <ul><li>May seem simple, but with large programs there are a lot of moving pieces! Audit, Audit, Audit. </l...
Know More About Your Site <ul><li>Use onsite search data to drive SEM keyword selection and SEO optimization </li></ul><ul...
Know What Works <ul><li>Develop a culture of testing, including landing pages, copy, and promotions.  Build a test budget ...
Know Your Business <ul><li>Understand the goals of your business (topline, profit, awareness, etc).  Build these goals int...
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SMX@adtech: Paid Search Fundamentals — NickSheth

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  • SMX@adtech: Paid Search Fundamentals — NickSheth

    1. 1. Search Marketing Best Practices for Big Brands PANELIST: Nick Sheth, Director of Business Development, Gap Inc Direct
    2. 2. Know Your Trademarks™ <ul><li>Register your marks with Google (including misspellings) </li></ul><ul><li>Ensure you have a clear, well communicated policy around usage of marks by partners (affiliates, shopping engines, partners) </li></ul><ul><li>Monitor your marks with a service (AdGooroo, The Search Monitor, BrandVerity or MarkMonitor) </li></ul><ul><li>Remember your Domains (offensive and defensive) </li></ul>
    3. 3. Know Your Promotional and Offline Marketing Calendars <ul><li>Calendar your promotions and share with your agency and all digital marketing teams </li></ul><ul><li>Leverage offsite marketing (buy terms, watch trends, use content ads) </li></ul><ul><li>Finely tune search copy, don’t use blunt force – promotions should be relevant to your adgroup </li></ul><ul><li>Work closely with marketers within your org at all levels. Building trust is paramount to gaining the autonomy needed to execute quickly. </li></ul>
    4. 4. Know Your Site <ul><li>May seem simple, but with large programs there are a lot of moving pieces! Audit, Audit, Audit. </li></ul><ul><li>Landing page relevancy – right page for the right copy and keyword. </li></ul><ul><li>Product availability and assortment – consider using data feeds to automate. </li></ul><ul><li>Dead pages – make sure you have internal tools and/or agency tools to constantly monitor. </li></ul>
    5. 5. Know More About Your Site <ul><li>Use onsite search data to drive SEM keyword selection and SEO optimization </li></ul><ul><li>Use paid search data to find best phrases for SEO optimization. </li></ul><ul><li>Use SEO and paid inclusion data to find new keywords for SEM. </li></ul><ul><li>There are often pockets of high converting opportunity, find them and exploit. Automated bid platforms do not solve all problems. </li></ul>
    6. 6. Know What Works <ul><li>Develop a culture of testing, including landing pages, copy, and promotions. Build a test budget into your annual P&L. </li></ul><ul><ul><li>Statistical significance is key, use a free tool that can be found via Google to do this. Agencies often flub this. </li></ul></ul><ul><li>Maintain a testing plan that always has tasks and consistently report on what works and doesn’t. </li></ul><ul><li>Document, institutional memory is fleeting. </li></ul>
    7. 7. Know Your Business <ul><li>Understand the goals of your business (topline, profit, awareness, etc). Build these goals into your bidding algorithms. </li></ul><ul><li>Understand how you are moving the needle, think about incrementality even if it hurts. </li></ul><ul><li>Ensure you are thinking about portfolio optimization for your entire marketing budget. </li></ul><ul><li>Question branded search and answer the question. Is it incremental? Are you already highly ranked for a given term? </li></ul><ul><ul><li>If you don’t, someone else will. </li></ul></ul>
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