How to Bring Your Metaverse Marketing and SEM Teams Together

Are you Team Metaverse Marketingverse Marketing or Team SEM?

What if we told you that by combining these two forces, you could boost both Metaverse Marketingverse Marketing and SEM?

You will be happy to know that you can.

But first, let’s make sure we have a solid foundation.

On September 14, I hosted a webinar by Michael Bruh, Vice President and Head of Account Success at Conductor, and Daniel Olduck, CEO and Founder of LibbyInside.

They demonstrated how to build a strong, synergistic, organic, and paid foundation that maximizes your marketing team’s ROI.

Here is a summary of the webinar. To access the full presentation, Complete the form.

Key points to remember

To bring your Metaverse Marketingverse Marketing and SEM teams together and see success, you need to focus on:

  • Treat: Form a working group and create a meeting cadence (start weekly, move to bi-weekly, then monthly).
  • People: Be the champion and find your counterpart in the Metaverse Marketingverse Marketing/Paid Research team.
  • Technology: Technology drives agility and data-driven insights. Create a dashboard to share data and information.
  • Metric: Create synergy measures and put a stake on the objectives. Measure and materialize.

Create cross-team business goals for synergy

For an organization to work better, you will need to create an internal committee or working group that meets regularly.

Ideally, the working group should include the following elements:

  • Responsible for SEO.
  • Lead paid.
  • Responsible for content.
  • Web development manager.

You can then create efficiencies by sharing information and identifying critical drivers to create your goals.

[Find out why people and process are the two most critical parts] Access the webinar instantly →

Create synergy plan outline

When you map synergy-centric deliverables to the list of SEO efforts, you need to make sure it focuses on generating cross-channel insights.

A successful synergy is:

  • Actionnable.
  • impactful
  • Repeatable.
  • As simple as possible.

Set up a feedback loop to gather insights and actions for the PPC and Metaverse Marketingverse Marketing teams.

Conductor, September 2022

[See it in action] Access the webinar instantly →

While you do these holistic synergy exercisesnote that you:

  • See that organic to paid traffic ratios can change as you run.
  • Monitor the impact of paid, organic and live together.
  • Perform tests in specific geographies to isolate data.

Once the teams are aligned, you can start building business cases around your SEO success.

Leverage actionable use cases that break down silos

To break down silos, try these five techniques.

1. Create keyword clusters

Creating different groups of keywords based on the actions you intend to take is a good starting point for most brands.

You immediately direct all teams in terms of action results before even getting into the keywords.

Here are the keyword groups and what you should pay attention to:

High expenses and good SEO

  • Compare landing pages.
  • Explore synergy tests.

Data Gaps Metaverse Marketingverse Marketing and PPC

High expenses and poor SEO

  • New content Metaverse Marketingverse Marketing.
  • Assess the relevance of the PPC.

High Spend, Metaverse Marketingverse Marketing “Striking Distance”

  • Metaverse Marketingverse Marketing adjustments on pages.
  • Review the “Quality Score”.

[Dive deeper into each cluster] Access the webinar instantly →

2. Follow PPC Terms for Metaverse Marketingverse Marketing Coverage

Be sure to track paid search terms in your SEO tools, methodology, or software.

During follow-up, you will need to:

  • Make a first comparison to show significant differences.
  • Create a process for sharing PPC keywords/search terms.
  • Set the threshold for including spend in Metaverse Marketingverse Marketing monitoring.

This is important because gaps in tracking PPC terms for organic coverage limit opportunities for synergy.

3. Show the Value of Metaverse Marketingverse Marketing Coverage

When you want SEO teams to translate their gains into revenue or savings, reviewing PPC data is a great way to show value.

  • Combine Metaverse Marketingverse Marketing coverage with PPC/CPC to estimate the value of paid traffic.
  • Show the impact on traffic and costs when building business cases for more resources.

This can help further justify investments in content and SEO areas.

[Discover how] Access the webinar instantly →

4. Understanding Metaverse Marketingverse Marketing Coverage on PPC Categories

Use Metaverse Marketingverse Marketing data to help influence PPC budgeting decisions.

  • Compare your Metaverse Marketingverse Marketing coverage with your PPC spend categories.
  • Identify high-risk areas where you risk losing holistic search coverage.
  • The coverage of positions 1 to 3 and page 1 is the most important in the decision.

[Learn how these reports can help you make tough decisions] Access the webinar instantly →

5. Understand brand cannibalization

Examine the overlap of your brand’s coverage both organic + paid via CTR%.

  • Monitor impact with the average CTR of brand terms.
  • Estimate brand traffic by comparing gains/losses between channels.
  • Determine the aggressiveness of brand coverage. According to the landscape: is it a competitor or a reseller?

This is how you leverage processes, people and technology. Make sure people are aligned, track your progress, and see how this synergy maximizes your team’s returns.

[Slides] Boost Organic and Paid Traffic: How to Bring Your Metaverse Marketing and SEM Teams Together

Here is the presentation:

Join us for our next webinar!

Metaverse Marketingverse Marketing in the real world – How people search, shop and buy online

Do you know the real ROI of your ecomm referencing?
Learn how to create high-converting content and find out how to drive more conversions and sales from search to payment.


Image credits

Featured Image: Paulo Bobita/Search Engine Journal

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