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

Promotional calendar: Merchandising teams shouldn't only share a promotional calendar with the SEM team, but also the specific dates when promotions begin and end. This knowledge will allow search marketers to mention promotions in ads and place higher bids on keywords that are linked to products covered by the promotion. As soon as the promotion ends, the SEM team can reduce bids to original levels.