Why Your Merchandising Team’s Effort is Lost on Your SEM Team, Part 2: Breaking Down Silos Between Merchandising and Marketing

For example, imagine your merchandising team has a page dedicated to women's sweaters. Predominately displayed on the women's sweater page are navigational facets that allow shoppers to narrow their search by specific colors, patterns and fabrics. If your SEM team knows this, it no longer has to place a high bid on the term "sweater." Instead, it could bid on less expensive, more targeted terms such as "red sweater" or "striped sweater" or "cotton sweater."