Wel­come to the last and final part in this series of the Suite for SEM Mar­keters, if you missed parts 1 or 2 your can get them here and here. In this post I open up the fire hose and give you insights into how to use our con­ver­sion prod­ucts to engage the warp drive on your SEM cam­paigns. When drink­ing from the fire hose there is not a lot of time to stop and savor each mouth­ful so if you would like more detail on some­thing drop me a com­ment and I can dive deeper into that topic.

Test&Target

Search­Cen­ter and Test&Target work together like a ball­room dance pair. One directs the traf­fic and the other shows off for the judges. Test&Target does two things for search marketers.

  • It can help you find the best land­ing expe­ri­ence possible
  • It can help you tar­get the expe­ri­ence to your audience

By test­ing land­ing expe­ri­ence search mar­keters can remove their gut feel from the equa­tion and select land­ing pages that per­form best for that key­word. To get started you can sim­ply have a list of land­ing expe­ri­ences and setup a test that tests the hand­ful of land­ing expe­ri­ences that you think would apply. Over time you can evolve that to actu­ally per­form­ing A/B or even mul­ti­vari­ate test­ing on the land­ing expe­ri­ences for your top key­word to squeeze even more ROI out of the land­ing experiences.

You can also use Test&Target to tar­get your land­ing expe­ri­ences by things that are not nor­mally avail­able in search. For exam­ple you could tar­get by whether or not the per­son is a new vis­i­tor, by their geog­ra­phy, or by the tech­nol­ogy they are using just to name a few. This can help you fine tune the land­ing expe­ri­ences even fur­ther of those top keywords.

Search&Promote

Search&Promote allows you to quickly assem­ble cus­tom land­ing pages for you cam­paigns. It can include prod­ucts, con­tent, ban­ners and other assets to cre­ate a land­ing expe­ri­ence that is just right for the par­tic­u­lar term. It is really use­ful when you have terms that are asso­ci­ated a sec­tion, cat­e­gory, or group­ing of con­tent or prod­ucts. The visual rule builder makes it easy to put together these types of experiences.

There are two ways to cre­ate cus­tom land­ing pages with Search&Promote.

  • Use exist­ing pages and cus­tomize the key­words and fil­ters cre­at­ing a unique url for the page
  • Use the visual rule builder to add assets, cus­tom sorts and other page elements

Site­Cat­a­lyst

Finally Site­Cat­a­lyst has the abil­ity to do advanced attri­bu­tion mod­el­ing. We can do almost any attri­bu­tion mod­el­ing that you need. This has been cov­ered in a pre­vi­ous post so I won’t spend blog space on it here. See this post for more details Advanced Attri­bu­tion

Addi­tion­ally the engi­neer­ing ser­vices group has a num­ber of solu­tions that allow you to see how peo­ple move across cam­paigns and chan­nels and allow you to see how search mar­ket­ing fits in with your other efforts.

Wow! We made it. How was the fire hose? Each one of these deserves its own blog post. Drop me a com­ment if you want more detail on any one of these ideas.

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