This is a live session blog from Search Engine Strategies Chicago 2008, please excuse any typos and\/or fragments. Thank you!<\/strong><\/p>\nEllen Watson – Kimberly Clark:<\/p>\n
Paid search strategy requires balance:
\nBudget, Volume and Traffic Quality<\/p>\n
2007 Strategy at Kimberly Clark was like this:
\nFixed Budget
\nMax CPC set
\nCampaigns optimized for conversions<\/p>\n
Sacrificed:
\nImpression share
\nAverage position
\nBranded terms vulnerable<\/p>\n
2008 Strategy now looks like this:
\nMaximize impressions share
\nCompete aggressively for top terms
\nMaintained good conversion<\/p>\n
Required:
\nIncreased budget
\nRegular monitoring<\/p>\n
Agency partner priorities:
\nForecast annual budget
\nManaged bids daily
\nChanged reporting to include new metrics
\nAdjusted match type, ad copy, landing pages to maintain performace<\/p>\n
Global Search Lessons Learned:
\nUS engines sufficient for North American campaigns
\nServer location is a big issue for international and localized sites \u2013 ip address of the site should be in the same country as the address of the server, but local may require a large investment in IT infrastructure<\/p>\n
Craig McDonald, Covario:<\/p>\n
The New (economic) Reality:
\nPPC growth at 5-10% level (down from 35%+ growth)
\nNeed to get more from SEO
\nNO headcount increases in foreseeable future
\nSqueeze 15% cost improvements out of programs
\n3 month payback periods, max<\/p>\n
The Role of Technology
\nPaid Search \u2013 campaign management automation
\nNatural Search \u2013 automation of audits and tracking and performance
\nComprehensive Search Management \u2013 SEO\/ content convergence, Automation PPC program impact on natural search results<\/p>\n
There was then a lively question and answer session on spending in organizations.<\/p>\n","protected":false},"excerpt":{"rendered":"
Moderator: Greg Jarboe, President & Co-founder, SEO-PR Speakers: Craig Macdonald, VP of Marketing & Product Development, Covario Inc. Ellen Watson, Relationship Marketing Manager for Child Care Brands, Kimberly-Clark Corp. This is a live session blog from Search Engine Strategies Chicago 2008, please excuse any typos and\/or fragments. Thank you! Ellen Watson – Kimberly Clark: Paid […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[29,2,19,26],"tags":[],"class_list":["post-844","post","type-post","status-publish","format-standard","hentry","category-blogging","category-search-engine-marketing","category-search-engine-optimization","category-social-media"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t