searchmetrics + searchcenter adobe summit london 2012
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Leveraging Paid and Organic Search Data to Manage & Optimize Your Search Program
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
Cameron CowanProduct Manager, Adobe SearchCenter ccowan@adobe.com
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Integrating Organic Search Data into SiteCatalyst
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SEO Technology Partners
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Certified Genesis Integrations
Provide SEO data into DMS PlatformOrganic Search RankCompetitor(s) RankOrganic Search Volume
Pass site analytics data to SEO tool
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
How can I leverage organic search data to make smarter and more effective
campaign management and optimization decisions?
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Leveraging Integrated SEO Data to Manage and Optimize Search Programs
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Holistic Search Reporting
Relevant Keyword Research
Smarter Bid Optimization
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Integrating Organic Search Data into SearchCenter — Unified Search Reporting
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Valuable Source of Relevant Keyword Research
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Valuable Source of Relevant Keyword Research
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Smarter Bid Optimization
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Smarter Bid Optimization
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Smarter Bid Optimization
INCREASE REACH:Increase bid when Organic Rank greater than 10 and Organic Revenue greater than $300
TEST CANNIBALIZATION:Decrease bid when Organic Rank is equal to/greater than 2 and Paid Average Position is also equal to/greater than 2
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Leverage the combined power of both Paid and Organic Search
data to make smarter and more effective campaign management
and optimization decisions.
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Cameron Cowanccowan@adobe.com@SEMCameron
For additional info: omniture.com/advertising
Check out CMO.com
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