Presentation from SMX East 2009 on how to effectively manage search marketing programs across multiple business units

1. Managing Search Across Business Units AKA – Doing the Impossible Presented by Bill Hunt CMO, OC4, Inc @billhunt

2. Multiple Business Units Shampoo Dog Food New York Hotels

5. Scorecards

7. Deploy Performance Metrics Performance by business unit for critical keywords

8. Management by Embarassment Only 17% of the time we are in the top position, pointing to the right content 17% of the time we get it right 60% of the time invisible 13% of the time wrong page appears

10. Keyword Arbitration

12. Sample Scorecard Brand 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

13. Allocate based on business needs Attribute 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 offline P&L Requirement The keyword requestor has a specific business or revenue objective related to a product or services related to this keyword

14. Center of Excellence