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

For retailers with high product turnover and frequently changing products, this creates a big relevance and optimization problem. In a recent industry roundtable, Adchemy reported that it found that over half of all retailers present didn't use their product catalogs to generate keywords. Chances are well more than half of all retailers don't actively maintain a link between keywords in their SEM campaigns with products they are selling. This creates a big problem when the products they sell go out of stock. Furthermore, retailers that use their product catalog for keyword generation overly rely on brand names and model numbers. As a result, they undermine the value of the catalog by ignoring keyword product features that are frequently searched for by consumers — e.g., color, size, capacity, occasion, etc.