Search Marketing Governance

Corporate Governance via Search Center of ExcellenceSES New York 2009

Presented by:Bill Hunt

March 24, 2009

What is a Center of Excellence?

• The Center of Excellence (COE) is a solution designed to facilitate standard compliance, tracking to corporate KPIs, brand equity protection and scale within the global enterprise

• The COE solution is a blend of people, tools, activities, information and services that are centrally managed and propagated throughout the organization as needed

Centralized Goals

• Metrics• Phase I:

• Identify Corporate KPIs• Benchmarks• Identify Barriers to Success (e.g. decentralized

analytics• Configure Reporting Solution

• Phase II• Help brands track to specific brand-level and

corporate KPIs• Begin Standard Reporting

Enforce Performance Metrics

• Leverage Scorecards for governance to ensure consistent global performance goals are achieved.

• Helps prioritize resource allocation

• Effectively blend paid search and natural search for brand awareness and lead generation

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IBM’s global search performance increased

500% when BU level performance metrics

implemented

Integration Performance Metrics

• Leverage Scorecards for governance to ensure consistent integration performance goals are achieved.

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Keyword Arbitration Process

• Process to resolve conflicts with keywords between multiple business units

• Allocation based clients needs and intent

• Focus on achieving the overall business goals

• Presenting the optimal offer or a “cross-brand” offer to searchers where specific intent is not known

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Arbitration Steps

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Scoring CriteriaAttribute 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 offiline

P&L Requirement The keyword requestor has a specific business or revenue objective related to a product or services related to this keyword

*Each criteria met receives 1 point

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Sample ScorecardBrand 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

Reinforce Search Standards via Style Guide

Questions?Bill Hunt CEO, Global Strategies bill@globalstrategies.com Twitter: billhunt