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SEM Campaign Project Management

Why can I stand up here and talk about this. I have lived it!. Search Engine Marketing AgencyFounded 1998Email address since 1987Founder, Past Chairperson, Past President of SEMPO. Project Management of Large SEO ClientsWebExHewlett-PackardVerisignSalesForceIntuitShoes.comHomeGain. Who is the Client?.

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SEM Campaign Project Management

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    1. SEM Campaign & Project Management Barbara C. Coll CEO, WebMama.com Founder, Past President & Chair, SEMPO, Inc.

    2. Why can I stand up here and talk about this. I have lived it! Search Engine Marketing Agency Founded 1998 Email address since 1987 Founder, Past Chairperson, Past President of SEMPO Project Management of Large SEO Clients WebEx Hewlett-Packard Verisign SalesForce Intuit Shoes.com HomeGain

    3. Who is the Client? Multiple people within the organization Product Managers Online Marketing Managers (Brand & Demand Gen) Marketing Executives Web Managers/Developers Set expectations about deliverables and timelines And scope of work!

    4. Who is Involved?

    6. Integration with Other Online Marketing From the Team and Project Management Point of View

    7. Education Come to a common terminology Talk about why you do just do ‘organic’ search marketing Provide case studies and suggestions as to how and why to integrate Sources for information www.sempo.org, marketingsherpa, iab research ClickZ, searchenginewatch (blog especially) Attend conferences

    8. Overlapping Budgets Tighten relationship with other agencies Talk about who owns what budget

    9. Measurement Talk about measurement Offline marketing effects online traffic volume Online marketing effects offline sales Attempt to merge multiple tracking systems and backend CRMs

    10. Creatives Not the same – generally speaking Text vs Images Keywords vs page location Pay-per-click vs cost-per-thousand (PPC/CPM) Searchers vs Eyeballs Shared Branding experience and responsibility for trademarks Includes reputation monitoring

    11. Thank you. Barbara Coll CEO, WebMama.com Inc. bcoll@webmama.com

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