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

• mine the product catalog and generate keywords that are relevant to current stock;
• map hundreds or thousands of keywords to a single product;
• map multiple products to a single keyword (e.g., "blue jeans");
• automatically deactivate — or give marketers the option to deactivate or submit lower bids — keywords that map solely to products that have been discontinued or are now out of stock; and
• recommend new keywords based on new products that are added to the product catalog.

Fortunately for SEMs, new technology is emerging that can help them fully leverage their product catalogs in their paid search efforts.