Why Your Merchandising Team’s Effort is Lost on Your SEM Team, Part 1: Leveraging Your Product Catalog

For a retailer managing a search marketing campaign around large retail product catalogs with thousands of SKUs, mining the long tail using keywords simply doesn't scale. As a result, search engine marketers (SEMs) largely disregard their product catalogs when generating keywords for paid search campaigns and overly rely on top-selling SKUs, head keywords or broad match.