Nike — Optimizing Search Engine Marketing with SEM Dissector
Nike, a global sportswear supplier, used SEM Dissector to manage its search engine keyword campaigns for its own website and third-party e-commerce platforms. SEM Dissector associated online users' search behaviors with their purchase behaviors, highlighting paths that customers took from search to purchase. SEM Dissector allowed Nike to dynamically aggregate and reorganize search results data for its large and frequently updated product inventory using virtual category reporting within SEM Dissector, rather than requiring changes to its campaigns through search engine providers. As a result, Nike improved its return on investment in paid search channels.