search marketing governance
DESCRIPTION
Presentation from SES New York about implementing a Search Marketing Governance program.TRANSCRIPT
Corporate Governance via Search Center of ExcellenceSES New York 2009
Presented by:Bill Hunt
March 24, 2009
What is a Center of Excellence?
• 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
• The COE solution is a blend of people, tools, activities, information and services that are centrally managed and propagated throughout the organization as needed
Centralized Goals
• Metrics• Phase I:
• Identify Corporate KPIs• Benchmarks• Identify Barriers to Success (e.g. decentralized
analytics• Configure Reporting Solution
• Phase II• Help brands track to specific brand-level and
corporate KPIs• Begin Standard Reporting
Enforce Performance Metrics
• Leverage Scorecards for governance to ensure consistent global performance goals are achieved.
• Helps prioritize resource allocation
• Effectively blend paid search and natural search for brand awareness and lead generation
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IBM’s global search performance increased
500% when BU level performance metrics
implemented
Integration Performance Metrics
• Leverage Scorecards for governance to ensure consistent integration performance goals are achieved.
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Keyword Arbitration Process
• Process to resolve conflicts with keywords between multiple business units
• Allocation based clients needs and intent
• Focus on achieving the overall business goals
• Presenting the optimal offer or a “cross-brand” offer to searchers where specific intent is not known
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Arbitration Steps
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Scoring CriteriaAttribute 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
*Each criteria met receives 1 point
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Sample ScorecardBrand 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
Reinforce Search Standards via Style Guide
Questions?Bill Hunt CEO, Global Strategies [email protected] Twitter: billhunt