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

Now let's say it's November and you're having a promotional sale on all red sweaters with green stripes. Your merchandising team has even created a landing page with all sweaters fitting this description. With this knowledge, your SEM team can increase bids on "red striped sweater," "holiday sweaters" and other highly targeted keyword phrases that are likely to convert better given the promotion.