SEM Co-Branding
Posted by jonpape | Filed under Internet Marketing, Search Engine Marketing
SEM co-branding is the process of two corporations, usually a manufacturer and a retailer, working together to promote a product or service.
Walmart-Pampers SEM Co-Branding
Above is a recent example of an ad Walmart and Pampers is running. I have also seen Pampers recently teaming up with Target running a very similar ads.
Splitting search engine marketing costs between retailers and manufacturers seems to be a strategy that is becoming more and more common. For merchants, make a list of large manufactures that you carry or services that you work with (MasterCard), and approach them with the idea of promoting their brand in ads pointed directly to a landing page on your store. The biggest risk for the merchants is diluted ad copy that will minimize the effectiveness of the SEM campaign.
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