Search Marketing Governance


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Presentation from SES New York about implementing a Search Marketing Governance program.

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  • Search Marketing Governance

    1. 1. Corporate Governance via Search Center of Excellence SES New York 2009 Presented by: Bill Hunt March 24, 2009
    2. 2. What is a Center of Excellence? <ul><li>The Center of Excellence (COE) is a solution designed to facilitate standard compliance, tracking to corporate KPIs, brand equity protection and scale within the global enterprise </li></ul><ul><li>The COE solution is a blend of people, tools, activities, information and services that are centrally managed and propagated throughout the organization as needed </li></ul>
    3. 3. Centralized Goals <ul><li>Metrics </li></ul><ul><ul><li>Phase I: </li></ul></ul><ul><ul><ul><li>Identify Corporate KPIs </li></ul></ul></ul><ul><ul><ul><li>Benchmarks </li></ul></ul></ul><ul><ul><ul><li>Identify Barriers to Success (e.g. decentralized analytics </li></ul></ul></ul><ul><ul><ul><li>Configure Reporting Solution </li></ul></ul></ul><ul><ul><li>Phase II </li></ul></ul><ul><ul><ul><li>Help brands track to specific brand-level and corporate KPIs </li></ul></ul></ul><ul><ul><ul><li>Begin Standard Reporting </li></ul></ul></ul>
    4. 4. Enforce Performance Metrics <ul><li>Leverage Scorecards for governance to ensure consistent global performance goals are achieved. </li></ul><ul><li>Helps prioritize resource allocation </li></ul><ul><li>Effectively blend paid search and natural search for brand awareness and lead generation </li></ul>IBM’s global search performance increased 500% when BU level performance metrics implemented
    5. 5. Integration Performance Metrics <ul><li>Leverage Scorecards for governance to ensure consistent integration performance goals are achieved. </li></ul>
    6. 6. Keyword Arbitration Process <ul><li>Process to resolve conflicts with keywords between multiple business units </li></ul><ul><li>Allocation based clients needs and intent </li></ul><ul><li>Focus on achieving the overall business goals </li></ul><ul><li>Presenting the optimal offer or a “cross-brand” offer to searchers where specific intent is not known </li></ul>
    7. 7. Arbitration Steps
    8. 8. Scoring Criteria *Each criteria met receives 1 point Attribute Positive Criteria Relevant Landing Page The landing page assigned to this keyword contains a prominent reference to this keyword phrase Relevant Ad Copy The ad copy contains or is directly related to this phrase (not a broad match) Tracking Metrics The landing page and the conversion path has appropriate tags to track the performance of the keyword ROI Other Campaigns There are complimentary campaigns currently active related to this keyword phrase by the requestor – online or offiline P&L Requirement The keyword requestor has a specific business or revenue objective related to a product or services related to this keyword
    9. 9. Sample Scorecard Brand A Criteria Answer Score Relevant Landing Page Y 1 Relevant Ad Copy Y 1 Tracking Metrics in Place N 0 Current Offline Campaign N 0 P&L Requirement N 0   Total 2 Brand B Criteria Answer Score Relevant Landing Page Y 1 Relevant Ad Copy Y 1 Tracking Metrics in Place Y 1 Current Offline Campaign Y 1 P&L Requirement Y 1   Total 5
    10. 10. Reinforce Search Standards via Style Guide
    11. 11. <ul><li>Questions? </li></ul>Bill Hunt CEO, Global Strategies [email_address] Twitter: billhunt