Words' power

All the work in the midle of an Adword campaign is focused on keywords. Every one has its own idea on which keyword is relevant or not. Teams, webmasters and the automated tools, views aren't shared. Furthermore, keywords' choice is endless. Do we need to use company's names? Websites' names? Do we have to focus on generic keywords? How to optimize our capital? Discussion is open.

We now understand why the strategy, defined upstream, is crucial. But the essential question is : which keywords are really relevant to serve our customer's strategy?

Starting to feel settled

The four teams are in position, ready to take over SEM fortifications. A telegram has been comunicated to all members which have transmitted the information to their own technical correspondants in charge of plugging-in the tag plan. This telegram precisly explains how to install the spying softwares needed into the differents web applications concerned.

Google analytics, so as the different tracking systems, were plugged-in so they can intercept all the relevant informations. And thank to those informations, the teams will be able to refine every day the global strategy on keywords purchase, marketing announces etc.

In the mean time the first two parts of the report have been sent to our general chief operator. As all teams have been abled to gather the essential information because of their recurrent contacts with their clients, we have been able to define what is their communication strategy, on which industry do they stand and what marketing tools do they use as an action leverage.