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

Enhanced product descriptions: Similar to synonyms, merchandising teams should share enhanced product descriptions to aid SEM teams in keyword discovery and bidding. Enhanced product descriptions will lead to the discovery of more targeted and less expensive keywords.

Navigational facets: As discussed above, sharing navigational facets helps SEM teams bid on landing page-specific keywords. As a result, it's important for merchandising teams to update the SEM team when navigational facets change. If this information isn't shared, the SEM team will bid on obsolete keywords that don't drive consumers to the appropriate landing page.