What is SearchCenter
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[ADOBE TRAINING SERVICES For Omniture techonology]
Hi, everybody. This is Doug.
I am the curriculum manager in the Omniture business unit at Adobe.
Today I'm going to discuss the subject,
what is Omniture SearchCenter.
Well, Omniture SearCenter simplifies search marketing
by providing a common interface
to manage search campaigns and metrics
integrated with web analytics and optimization
across search marketing programs.
How's that for a mouthful?
Search marketing is among the most popular and effective online
marketing channels overall,
but it's also one of the most complex.
so by tying search marketing to the broader
marketing plan and to the website as a whole,
online marketers can improve brand
engagement and online conversions.
As you'll see here, we have our Omniture online marketing suite
and the SearchCenter product is an
acquisition product, so, obviously, helping get
people to your site and to your
business, really, so you can get them to convert
and do the things that you want them to do online.
[Introduction to the Omniture Suite] One of the cool things that we'll talk about here in a second
is that the time is gone where you
want to optimize your keyword searches based on
search metrics.
You want to optimize your keyword search
based on site metrics,
or site success, based on what you're trying to get them to do on your site.
And that's another place
where SearchCenter really shines because it
integrates with the web analytics
so that you can make sure that you're not wasting any of your
money on just getting a lot of the wrong traffic.
You're paying for that traffic, you want to make sure that you're
getting the right traffic.
So that integration is key.
Here we have a screen shot of a SearchCenter interface, and you can
see we have several search engine accounts listed here.
In fact, you'll see multiple Yahoo accounts, multiple Google accounts.
That's because you can, in fact, manage multiple
accounts from the same search engines in SearchCenter.
So that is one of the great benefits of SearchCenter,
is that you can manage all the different
campaigns in all your different search engine accounts
from a single interface.
You can view updated search engine bids
and reports throughout the day, as they change throughout the day.
You can also get reports from your web
analytics throughout the day to see how those
keywords are affecting your
online business and your online success.
So you'll be able to optimize campaigns all the way from
keyword to landing page
to success on your site.
I just wanted to show you some
very easy to use interfaces here.
So when you go in and have a list of campaigns
based on one of your search engine accounts, you can
just click on the little add button there.
In fact, we'll bring it up over here so you can see it a little bit better.
We're going to keep clicking on that as we go through.
So when you're looking at campaigns, you can say, "Add a campaign."
So you'll get a little interface to add a campaign
in that search engine.
And you can see you add the different properties of the campaign,
you add the budget, you can set the start date
and the end date, whatever you want here, of course.
You can set the status to active or inactive.
Once you do that and you save that, then you click the
plus button again after selecting your new campaign.
Then you can add for that campaign, an add group.
So you can select your group,
and then you add again; is it active or is it not active?
Is it paused, for example?
You can set your max cpc, etc.
You can set your default destination
url for they keywords
in that group.
Once you select your group, then you can also
click again on our little add button and you can create the keywords
associated with that group or that will be
in that add group.
And you can also create the adds that go into that group.
So you have all of these things that you select right there,
and as soon as you add them in SearchCenter, they are
then fed automatically and immediately
back to the search engine account, so you don't have to go back
into the search engine account.
That's one of the purposes, again, of SearchCenter, is to be able to
manage them right there in the SearchCenter interface.
So, very easy to use, including some very advanced
functionality that you can barely see down here,
but it says, "Custom Groups."
And you'll want to look into other videos for the custom groups function
or feature in SearchCenter,
because it's a very powerful feature for you to be able to get
custom reports on specific keywords
that might be sprinkled throughout your different campaigns.
Anyway, just a little tip for you there.
Now, as I mentioned at the very beginning, you want to be able to
judge your success of your searches on your site.
And not only on your site, I lied just a little bit, though.
And that is, you can see here that we have predefined metrics
based on simple standards.
That's fine; We have clicks and we have impressions and
those kinds of things that we have available to us,
and reports pulled from the search engine.
But we also, then, have user definable metrics for
custom analysis based on your page, so
how many times they get to the lead page, as well as
online leads completed or whatever your success metrics are on your site.
So you can see these two middle ones are pulled from the site metrics.
Then, as a bonus, and this is where I only lied just a little bit,
you might want to actually even base your success
of your search marketing on stuff that even
happens after your site.
So you can see here that if we integrate with enterprise systems
for deeper insights, we can pull information into
SiteCatalyst from, for example,
a CRM solution, and you'll be able to see
how your different campaigns
and your different keywords not only lead from clicks
to a lead page to an online lead completed,
but to a confirmed sale later on.
So very powerful information for you
as you try to really zone in
on your search marketing success.
Another very important key feature of
SearchCenter is to be able to use customized
bid management in your online strategies.
So, one thing, as I mentioned, is that
it is integrated with web analytics.
So you have your search engines, you have your web analytics,
and SearchCenter integrates these so that you can see exactly
what effect your search marketing has on your site.
But it goes another step further, and that is
it allows you to use manual
or automated bid management, including
rules-based management or portfolio management
to be able to manage and really
hone in on the keywords that are going to work the best for you.
So, again, you can have it automated so that it automatically
looks at the success on your site
and changes your bid rules
based on that success in order to increase
your success on your site.
So, once again, very powerful, customizable bid management
in SearchCenter.
So that gives you a quick view into SearchCenter
and what it is.
Have a great day.
[Adobe]