Even if businesses have a strong grasp on search engine marketing (SEM) and understand how it benefits their brand and marketing strategies, it may be difficult to manage multiple accounts at once. Larger corporations may see this problem more often, especially if there are many product lines, SEM goals, unique campaigns and a seemingly endless string of potential keywords. However, there are three ways businesses can manage accounts and efforts without getting too confused in the process.
1. Have a manager oversee all communication. Although it is increasingly common for marketing departments to employ several workers for each campaign, having one manager assign projects will reduce overlap and ensure all tasks are well-defined for each marketer, product line and avenue.
2. Group tactics accordingly. It's easy to become confused when working with different target audiences and marketing avenues, so group strategies efficiently to ensure that tasks are tackled on time and no SEM efforts are missed in the process.
3. Create a schedule. No matter how large an SEM campaign, a solid schedule will help marketing initiatives move at a faster pace without cutting corners. Once the schedule has been in place for a set amount of time, measure feedback and make adjustments when necessary.