And after a great deal of work we’ve been rolling out the system functionality across all of our regions. A big thanks goes out to Ryan Drey who has been leading this challenging implementation on behalf of HP.

So what are we getting out of the system today and where are we headed in the future?

Today…

1. A global view of our entire search term portfolio.
2. Individual look at each and every search term.
3. Ability to determine the specific performance of each search term.
4. Which terms are driving sales vs. information gathering.

The Near Future….

1. Reduce and eliminate search terms that are not performing – allowing us to more efficiently use our search funding.
2. Determine and manage the performance of each search engine.
3. Determine and manage the performance of each search agency.
4. Test creative applications and see what type of creative performs better.
5. Understand the influence other media types have on search performance.
6. Ability to test new or emerging search engines and compare results across all engines performance.
7. Track additional media types including display advertising.
8. The ability to track the performance of search creative.
9. Develop additional Key Performance Indicators and alerts.

So why is this important? From my perspective having performance indicators will allow us to increase efficiency or our campaigns and search terms, drive down costs, provide a view of actual customer behavior so we get smarter.

We’ll keep you updated with our progress in the future. In the meantime, you might want to check out SEMDirector’s web site for more information.

Scott

SEM Director Search ROI Ryan Drey Hewlett Packard HP Media Scott Berg