Online Juggling: Managing Multiple Websites
Through PPC

Dan Lewis, August 15, 2009

Large and small corporations managing multiple brands online via different websites face a series of unique challenges.  Because sites often have related or overlapping product lines, they compete with each other for online traffic, rankings and revenue.  Internally, they may also compete for distribution of resources, oversight and positioning.  Despite hours of analysis and strategizing, you can end up with poor results across the board if you don’t pursue a coordinated and thoughtful approach.  In addition, you’ll have to deal with the annoyance of constantly second guessing your decisions and feeling as though you are competing against yourself.

Your outlook on managing search marketing campaigns for multiple websites will depend on business goals, priorities, and the amount of product overlap.  If you weigh the options properly, you should be able to choose the best strategy to achieve success.  You may find a helpful strategy from the list below; however, you may also later need to revisit your approach based on your results, changes to your business, or to the online landscape.

Here are the top four strategies – which one will work for you?

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Smooth Sailing through the Rough Waters
of a Down Economy

Brian Gulledge, June 15, 2008

Economic waves rise and fall and Internet retailers are as vulnerable to capsizing as any business.  Why do some online businesses seem to ride it out more easily than others?  What can you do to help your business stick around until the next break in the storm?  Here are some common sense answers to how you can not only survive tough times, but flourish.  If you can hang tough in a downturn, you’ll be in a position to breeze through when times get better.

Don’t Give Up the Ship!

Recession is a word that is so intimidating to some people that they don’t even want to admit they are in one.  What does a recession really mean?  Essentially, it means the economy is not growing as fast as before or it is shrinking slightly.  Consumers are not buying as much and some businesses are selling less.  What a recession does not imply is that people stop buying altogether.  In the context of the U.S. economy, it really means consumers are spending a little less and being a little more purchase leery.  Don’t throw in the towel too soon – continue to work, continue to advertise and continue to try to develop your business to its fullest potential.

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Growth-Enabling Reporting Tools–
They’re Not Just for the Big Guys!

Brian Gulledge, July 15, 2008

There are sophisticated and expensive analytical Web reporting tools out there that can help steer you successfully through your toughest internet marketing decisions.  They will give you the tracking and conversion data you need to make strategic decisions that will take your business to the next level. Affording those tools is tough when you are still fairly small, but having the right information can help you break from the pack to play in the big leagues.

How do you get started?

Two ways. The first would be to purchase online software that provides essential data on traffic, conversions and ROI. Cost can easily run as much as $5,000 a month for licensing fees. The downside is evident – you don’t have the time or expertise to properly interpret the data.