In the video below, Kates explains the difference between SEM for enterprise versus SEM for the B2C sector:
Here are some key takeaways from the video:
- When you’re dealing with enterprise SEM you’re not only working with a large scale account with a big budget, you’re also working with multiple stakeholders.
- That makes working with enterprise SEM very laborious, Kates says, because of having to deal with so many different people. But he adds that it can also be tremendously rewarding.
- You can take a lot of what’s learned through working with enterprise SEM and apply it to the average small to medium sized business.
- ‘Big Data’ is a buzzword going around the SEM industry as of late, but something Kates has found is that a lot of people don’t know how to work with that data.
- There’s so much data and analytics behind what’s actually creating revenue for your business that it becomes really important to understand how to work with that data.
- Some of the areas of ‘big data’ that Kates is particularly focused on are site-side metrics and conversion data.
Is there any way that marketers can use search and analytics data in other areas of marketing? Kates says yes, and he points to a Google Analytics feature that allows you to insert a line of code on your site to capturing data from Google Display Network.
- Kates explains that feature is valuable to search marketers because going forward SEM is going to require you to understand more about the demographics, interests, and behavior of your target consumer. With that Google Analytics feature Kates mentioned, you can use the data to better customize campaigns for your target market.
Please visit SEJ’s YouTube page for more video interviews.