• MarketingSherpa , Friday, August 8, 2008 2:15 PM

Avoiding keyword and bid cannibalization can become a frustrating problem for marketers running multiple paid search campaigns for varying products or company divisions. "You don't want to compete against yourself for key terms or benefit one campaign at the expense of another," says the MarketingSherpa team.

Using insight from Travel Michigan, a state travel agency that manages search campaigns for thousands of its partners in the private sector, MarketingSherpa offers five tips for avoiding campaign cannibalization. The tips range from creating mutually beneficial PPC campaigns--where complementary companies paid for a single campaign--to developing SEO initiative around keywords that were too expensive for PPC, and even coordinating the use of offline media.

The MarketingSherpa team digs into the tips, providing a comprehensive look at the complexities of running multiple campaigns targeted to a general audience.

Read the whole story at MarketingSherpa »