Come and see us at SES San Jose Tuesday, August 19th and Wednesday, August 20th at booth number 314.

Eduardo Llach, Chief Marketing Officer & Co-Founder, SearchRev and David Roth, Director of Search Marketing, Yahoo!, will present ‘Creating a Cohesive Search Strategy Across Multiple Business Units’ , going into specific detail on how SEM campaigns can be cost-effective and deliver the highest ROI.

Presentation topics include:

• How Yahoo! defines, measures, and manages online marketing success across a variety of online business models.
• Strategies for defining and leveraging life-time value metrics to drive standardization and results across a broad scope of marketing challenges
• Search strategies and campaign optimization techniques brands like Yahoo! use to meet their online marketing objectives.

Find out more »

I can hear some of you groaning: another SEM Bid Management tool, right? Wrong. I did a demo last week with SearchRev's Jim Vetter and was bowled over by some of the unique approaches I saw with this tool. One of the more interesting methodologies is the way the tool offers features not available on the engines by creating seamless workarounds on the backend. For example, SearchRev lets you set different bids and rules for keywords based on individual geographic areas, departs, and even match types. Basically, you choose your options and SearchRev builds whatever new campaigns/ad groups are needed for all of those combinations.

The rep showed me a screenshot of the tool in action. So, you could choose different bids for the same keyword in Houston, Florida, and Boston, and the tool would create a new campaigns/ad groups for that keyword that is geotargetd to those three areas. For AdWords, you can even split bids between Google Search, Google Search Network, and Google Content and manage them side by side. This workaround obviously creates many, many campaign combinations in the engines. With an engine max limit on campaigns, SearchRev manages multiple accounts on the same engine to create the seamless frontend single account. Jim said some of his clients require 15 or more Google AdWords account to hold all of these campaigns. I did the quick math, 50 campaign max on AdWords so that's more than 750 campaigns for a single account! Ha!

I was shown some case study results of conversion rates going up and CPCs going down, and I didn't question any of the numbers. If there's one thing I've learned in search is that the more granular control you have, the more opportunities to optimize you have, which leads to better results. Just imagine... by setting a bid on a keyword at the national level, you may be in first position in St. Louis, 5th in New York, and 3rd in Orlando. That's not efficient. As well, which creative works better for those markets...or different day parts...or on Google Search vs. the entire Google Search Network? SearchRev manages all of that for you.

You can check out their website for more info or request a webinar to see the tool for yourself.