Enlightening The Beast of SEM Campaign of The Messy Enterprise

Comments Off in SEM Blog
March 15, 2015


Enterprise SEM is an extensive operation indeed, but Ted Ives one of the great columnists prescribes an organizational outline to make it amenable to you.

Designing and carrying out of the enterprise SEM campaign is exciting and challenging at the same time, it needs large budget, consume huge time, and has to work with numerous customers who are to satisfy with the information that they need through huge ads and keywords.

The enterprise SEM campaign faces three basic challenges-

  1. It consumes large time and though messy thus complicated to manage properly
  2. Reliable messaging as well as brand voice through the campaign have to maintain which are not so easy job
  3. An institutional memory needed for the campaign to keep record permanently; as the person who will make it may not permanently in the company

Three business types have been outlined in this article that you generally meet in large enterprises. After that ways of mentally organizing and ways of understanding also has been discussed here, intention is to provide a way by which people of the organization will understand themselves which is important at the time of the budget.

Now let see the business types that will be found in a typical enterprise.

Types of Business

Go-to-Market strategy is the convenient way of thinking about any business- just think about its prospect and find out the way to reach the prospect (selling to the targets).

If it is true that you are dealing with medium or small size business, most probably it will resemble one among the three. In addition, if it is large and consists of many parts or maybe large unit. You may follow different strategies for different part of the business. You may also categorize it into a different part, which will make it amenable. It will also helpful in structuring and SEM campaigning. Though challenges and goals are different for different business, SEM strategies (also account structures) also differ widely from business to business:


If it is seen from the standpoint of an SEM, among the three business types the “Transactional” and “Relational” businesses are more straightforward than any other types.

The relational business campaigns pay attention on lead creation (generally based on case studies, white papers, e-books). Such types of campaigns are very effective for reaching to the target people, which is helpful in increasing areas of the business considered as the main goals of the campaigners. In the same way, campaign design for transactional business also straightforward. One aim of the campaign may increase the sale by e-commerce.

The middle type of business, which is also known as partner type (because success of the business largely depends on partners) – whatever it is little bit complex. The business wishes to encourage demand, but the fulfillment of this wish is performed by the business partners. Generally, customers get their required information on the services or products on the website then they make ordering your partner (may be resellers). This way it becomes a tracking and its measurement is difficult for the company.

Whatever, many businesses chase both “Transactional” and “Partner”. Go-to-Market parallel way, undoubtedly, it is a complex job. In that case, the company wishes new demand, but the company may busy with existing demand.

Four Types SEM Campaign for Enterprise


  1. Type One# Campaign For Branding

Just think about paid search there is no doubt that it is a great job as it is intent-based. However, it is considered as problem in non-intent-based campaign.

Branding campaigns are considered as non-intent-based campaign. If you have any message, and your intention is to bring the message to the audience. In this case your goal only raises awareness- so that the potential customers who will remind you at the time of purchase. Do not think it is worthless rather it will increase the rate of selling.

In brand campaign, I refer paid search, but it does not mean that you will show your brand ad when someone searches with your brand keywords. I mean the customers who are already aware of your brand. Rather, show your brand to those who make a search with keywords other than your brand keywords (these audiences may have not heard/are not aware of your brand).  Paid-search is a competitive marketplace, so proper thinking and appropriate strategy is needed in that case to make that worthwhile.

Paid-search campaign has some limitation in creating demand, particularly when the remarketing campaign coupled with a paid-search campaign. The visitor gets a chance to go back to later dates and they get more information about the services and products of the company, thus they may be converted.

Finally, huge investment in brand campaign will not be wise, social advertising or display advertising will be cost effective in this case.

  1. Type Two# Campaign For Customer Acquisition

B2B white papers downloading and B2C lead creation are two ways of customer acquisition. B2C is more cost effective than B2B where B2B is costing $50- $500,

This campaign should be compared with other activities like webinars and trade shows. From the analysis it has been found that, trade shows are more expensive than SEM. On the other hand, webinars sometimes cost effective than SEM. Volume coverage is a major problem in both cases, the of trade shows you may attend or number of webinars you may convince will not be very high.

Customer acquisition is a straightforward job; in this case, your goal is to increase leads and decrease costs.

  1. Type Three# Campaign For Demand Fulfillment

It is more or less similar with an e-commerce campaign. Like traditional e-commerce, making sales on a website or store of e-commerce is the goal of the campaign. This campaign may implemented by using the Google Shopping. It can be compared to the Amazon campaign. Just showing the picture of products and selling those.

The conversion rate and click-through may be a little bit high for this campaign as some specific terms are focused here – model name, model number, brand name, SKU number etc.

This is the final step of marketing and it should be easy; measurements of this campaign also easy- simply e-commerce sales of the company are the success of the campaign. Campaign for demand fulfillment will be interesting if you can ensure partners from whom customers can purchase the products they desire. To be sure, of that make an analysis on keyword-by-keyword basis, whether the partners sold products from anywhere or not. If partners done their job appropriately money should spend on them.

In marketing, you have to consider opportunity cost. In addition, you have to find out the best place to invest money and have to ensure the net return.

  1. Type Four# Campaign For Demand Generation

It can be compared with the transactional campaign. Among the four campaigns, it is a most interesting one. This campaign focuses on creation of demand for your company. In this campaign, you have to two terms: competitor brand terms and generic service or product terms.

Attribution is the major challenge of this campaign. When you are able to attract the customer to your site and they get information about products; finally purchase from your partners that will be really a great situation.