How to Overcome the Top Three Enterprise SEM
It is every search engine marketing company’s dream to work on enterprise search
engine marketing projects. But the bigger it gets, the more complicated it becomes
and the more challenges arise.However, when given with an enterprise SEM
opportunity, an internet marketing agency can’t just back down simply because it is
Here’s a rundown of the top three obstacles that you and your search engine
marketing company can encounter and some suggested solutions on how you can
Obstacle #1: The Sheer Size of the Account
The bigger the SEM project, the more complicated it becomes. Here, we are talking
about hundreds, thousands even millions in terms of campaigns, ad groups and
keywords. Not to mention that in an enterprise SEM project, there are a number of
departments involved and multiple stakeholders with varying goals, priorities and
When it comes to this obstacle, great organization is your best weapon.
Designate just a single point-of-contact or POC. You can ask your company or
your client to appoint an SEO manager who will coordinate with the different
departments and consolidate requests/comments/input, etc. Only talk to this
POC to make sure that everything is streamlined.
Identify the SEO tasks that will produce the best results and allocate resources
proportionate to the size of the tasks.
Clearly assign tasks to ensure accountability.
For SEM projects this big, labels are important. Be as specific as possible when
naming your campaigns, groups, keywords, etc.
Use automated bid management tools wisely.
For enterprise PPC campaigns, you or your search engine marketing company
should be able to identify big buckets and break these down into more
manageable units. Structuring is very essential.
Obstacle #2: Execution Hurdles
Implementing enterprise SEO campaigns for large organizations is not an easy feat
because of how big enterprises are structured. Office politics, red tape, bureaucracy,
legal constraints and adversity to change or technology are some of the things that
can slow down your implementation. Even the best internet marketing agency can
become jaded when faced with these hurdles.
Here are a few recommendations on how you can effectively manage these
Remember that you are accountable for results at the end of the day. Hence,
it’s your job to “make things happen” even though it’s not really your fault
that things are not happening.
Identify someone in your organization or your client’s company that can act as
an SEO ambassador. This person should see the value in the success of your
campaign and you can do this by crediting him or her for the successes that
you will achieve. This SEO ambassador will then push for your cause among his
or her colleagues.
Spoon feed your client. This means that you need to make it convenient for
them to implement your campaigns in all aspects.
Study the company politics and leverage on it. If you know that copying the VP
for marketing will expedite things, then do so.
Do follow up on the status of your SEO projects. Don’t assume that things are
being done. These are busy executives you are dealing with and they would
need constant reminder.
Obstacle #3: Budget Shifts
Every internet marketing agency is aware that one day an organization can act so
frugal when it comes to SEO and the next, they’re on a spree. Budget changes can
disrupt a campaign so it pays (pun intended) to be ready.
Have a ready list of extra things you could do even though your client didn’t
ask for it. So when that surprise extra money comes in, you know what to do
Be modular in your approach as possible. Know which components of your
campaigns are necessary and which can be taken out if there’s a budget cut.
Have a list of all other creative, innovative or exploratory tactics which you
can possible roll out once given extra financial resources.
Author is working as an Internet Marketing professional in an SEO company SF. He
likes to write informative articles on various topics related to Internet Marketing.
Through this article, he wants to share his knowledge with people who are about to
hire an Internet marketing agency for their businesses.