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