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Search Marketing Best Practices for Big Brands
PANELIST:
Nick Sheth, Director of Business Development,
Gap Inc Direct
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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)
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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.
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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.
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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.
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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.
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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.