Managing paid and organic search programs comprehensively in a large financial services organization is difficult. This session will go through a case study of a major FS conglomerate and how they are currently performing this process.

The case study will discuss the objectives of the paid and organic programs, the strategies invoked to build process and metrics around leveraging organic performance to direct paid search strategy, sharing of results from the program, and an analysis of the limitations of the program due to data deficiencies available both from the search engines and the web analytics environment. The session will also go through a discussion of the potential application of this program to other forms of media, specifically display advertising, which is high on the list of priorities given the mergers of major search and display advertising platforms in the market.

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Presenter: Craig Macdonald, VP, Marketing, Alliances and Product Management, SEMDirector

Format: Zipped PowerPoint