Organic and Paid Search measurement combined is critical to manage a complete SEM Campaign

To quote Danny Sul­li­van, “I’ve found it annoy­ing that over the years more and more peo­ple use SEM to mean paid search, as if SEM excludes SEO.”  

  

At Adobe, we absolutely agree.  Organic and paid list­ings together gives search mar­keters the abil­ity to develop strate­gies for paid list­ings based on the changes in owned or com­pet­i­tive organic activity.

 

Today, Adobe announced the inte­gra­tion of enhanced organic search data within Adobe Search­Cen­ter +, pow­ered by Omni­ture.  We’ve always had a view of organic activ­ity, but now search mar­keters can see organic and paid vol­ume side by side along with rev­enue, rank and other key met­rics which help define rank or bid strate­gies based on ROI or other crit­i­cal busi­ness decisions.

 

Through an impor­tant rela­tion­ship with Con­duc­tor and their Search­light prod­uct, our cus­tomers can now define key­words and com­peti­tors which they want to mon­i­tor and pull into Search­Cen­ter + using Adobe Gen­e­sis and Con­duc­tors SEO Cloud.  They can also, push impor­tant Adobe Site­Cat­a­lyst met­rics out to Search­light to inte­grate their site met­rics with their organic man­age­ment tools.

 

Together, we pro­vide a seam­less inte­gra­tion of data along with the pow­er­ful mea­sure­ment, man­age­ment and opti­miza­tion func­tion­al­ity within Search­Cen­ter + to allow our cus­tomers to max­i­mize the value of their com­plete SEM campaigns.

 

Many of our cus­tomers have been man­ag­ing this process man­u­ally by pulling sep­a­rate sets of data and merg­ing.  Now, they can eas­ily access the com­piled data and take action upon it in sev­eral dif­fer­ent sce­nar­ios, such as:

1.       Main­tain­ing the top posi­tion for brand terms across paid and organic

2.       Auto­mat­i­cally increase bids for paid key­words when com­peti­tors gain a higher organic rank

3.       Auto­mat­i­cally decrease bids for paid key­words when you achieve a high organic rank

4.       Opti­mize bids to achieve a cal­cu­lated “total con­ver­sions” metric

5.       Test sce­nar­ios to define the most effi­cient bal­ance of paid and organic rank

The abil­ity to deliver a com­plete SEM solu­tion to our cus­tomers is impor­tant for their busi­nesses.  And at Adobe, we will con­tinue to inno­vate within the Adver­tis­ing Opti­miza­tion cat­e­gory to build prod­ucts which help our cus­tomers in new ways.