Managing our established SEM portfolio is already a core part of my role at the Cancer Center, including several thousand terms. As the overhaul of the Center for Cancer Research’s (CfCR) site progressed, it was crucial to support it with a targeted SEM Adwords campaign.
I began by creating keyword groups drawn from phrases used in the CfCR annual report because it includes numerous technical terms with low competition in Adwords, and high value in attracting our audience of specialist researchers to the center. I also redirected spend to follow the results of an analytics analysis of high traffic periods of the day and week. The increase in newly developed and cutting edge content on the site contributed to an improvement of the domain’s quality score, as did the addition of embedded youtube videos. I also increased the spend around the names of our Principal Investigators, to ensure we would own this traffic, as their numerous publications and conference presentations meant their reputations often preceded them.
As a result of these tactics, we were able to much more clearly tie this new online development to measurable traffic increases over the course of months around launch.