Searchmetrics + SearchCenter Adobe Summit London 2012

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Presentation & Case Study of the technical integration between Searchmetrics Suite & Adobe SearchCenter+, allowing combined SEO/SEM acquisition strategies

Business Technology

Leveraging Paid and Organic Search Data to Manage & Optimize Your Search
Program

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1

Cameron Cowan
Product Manager, Adobe SearchCenter
ccowan@adobe.com

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

Integrating Organic Search Data into SiteCatalyst

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3

SEO Technology Partners

 Certified Genesis Integrations

 Provide SEO data into DMS Platform
Organic Search Rank
Competitor(s) Rank
Organic Search Volume

 Pass site analytics data to SEO tool

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4

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. 5

Leveraging Integrated SEO Data to Manage and Optimize Search Programs

 Holistic Search Reporting

 Relevant Keyword Research

 Smarter Bid Optimization

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6

Integrating Organic Search Data into SearchCenter — Unified Search Reporting

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7

Valuable Source of Relevant Keyword Research

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Smarter Bid Optimization

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10

Smarter Bid Optimization

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11

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.

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13

Cameron Cowan
ccowan@adobe.com
@SEMCameron

For additional info: omniture.com/advertising
Check out CMO.com
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Searchmetrics + SearchCenter Adobe Summit London 2012

4. SEO Technology Partners  Certified Genesis Integrations  Provide SEO data into DMS Platform Organic Search Rank Competitor(s) Rank Organic Search Volume  Pass site analytics data to SEO tool © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4

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. 5

6. Leveraging Integrated SEO Data to Manage and Optimize Search Programs  Holistic Search Reporting  Relevant Keyword Research  Smarter Bid Optimization © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6

12. 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.

13. Leverage the combined power of both Paid and Organic Search data to make smarter and more effective campaign management and optimization decisions. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13

Editor's Notes

Originally slide 3
PLEASE BE SURE TO FILL OUT THE LOWER PORTION OF THIS SLIDE. CHRIS SHOULD BE ABLE TO TELL YOU WHAT GOES THERE, IF YOU DON’T KNOW.

Searchmetrics + SearchCenter Adobe Summit London 2012

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