• by Tameka Kee , May 19, 2008

If your in-house search team is scrambling, trying to do split A/B testing, search re-targeting, landing page design, keyword research and social media all with no goal in mind -- then your search tactics are disorganized. And disorganized tactics stem from a disorganized strategy -- or even a complete lack thereof.

Gerry Bavaro of Didit says that you should first set a goal, then think about how to attain that goal (i.e. your strategy), and then pick tactics that can bring you closer to the goal.

For example, if your goal was to increase conversions by 50% in Q3, then the overall strategy would be to increase your ad's conversion rate. As Bavaro said, "If you increase your ad's conversion rate, you get higher in the results, you get more clicks and they convert at a better rate."

The tactics behind this would be split testing your landing pages, testing the ad copy and creative, and geography or time of day testing.