Paid Search for Big Sites, Big Brands

Thursday, January 10, 2008 - 1:00 PM EST
(10:00 AM PST)

Speaker: Chris Sherman, Executive Editor, Search Engine Land

Webcast Details

Managing a paid search advertising campaign for a large organization has its own set of challenges that and call for a unique set of skills and solutions.

For example, what happens when you find you’re in a battle for position - against another group in your own organization? How do you effectively run a major paid search campaign when your web site consists of thousands or even millions of web pages, and every group in the organization thinks their ad should be at the top of the sponsored results?

Conducting a paid search campaign for a large brand or large website involves more than managing keywords, bids and budgets. You need to gain support from a variety of key stakeholders and manage numerous resources to guarantee your success.

In this webcast, Chris Sherman looks at how large organizations with complex websites and important brands can effectively implement paid search advertising campaigns.

He’ll discuss:

• How to create portfolios of keywords that connect with searchers at every point of the brand engagement process, from initial awareness and consideration through conversion and lifetime commitment
• How to use paid search as a complementary strategy with natural search engine optimization efforts to enhance brand awareness
• How to effectively orchestrate diverse teams with potentially competing goals to create a globally aligned search marketing effort