Skip to main content

Get resources to help your small business reach new customers and grow your business.

7 SEM strategies for unprecedented times

April 2020

Webcasts: Products & features
Register to watch

Duration: 24:02

In these unprecedented times, one thing is certain: change is constant, especially when it comes to consumer behavior. You need to be flexible to adjust your strategies to the changes that are happening almost daily. This flexibility is of course nothing new for the search industry.

It's with that in mind that our own Christi Olson sat down to discuss her recommendations in our latest on-demand webcast: 7 SEM strategies for unprecedented times. In this webcast, we cover the following strategic approaches that reflect our collective “new normal.”

  • Be more visible
  • Test, and test again
  • Safeguard with RSAs
  • Doublecheck existing ad copy
  • Update your business data
  • Focus on efficiency
  • Sharpen operational work

The second part of the webcast focuses on metrics. Just as some changes to your marketing approach are necessary, it’s time to rethink your approach to measuring results.

Search is growing increasingly important as consumers remain home and bring more of their intent online. So, join us on-demand and learn the SEM strategies you can start implementing today to tackle the ongoing shifts in consumer behavior.


Christi Olson

Head of Evangelism

Microsoft Advertising

Christi is the Head of Evangelism for Microsoft Advertising and is on the Board of Directors for the Search Engine Marketing Professional Organization (SEMPO) and the University of Idaho School of Business. For over a decade Christi has led Digital Marketing teams at Microsoft, Expedia, Harry & David, Pointmarc and Point It. She is passionate about search marketing and has spent her career helping businesses solve their marketing challenges and goals through studying and analyzing data to develop actionable insights and strategies. Christi has been recognized by PPC Hero and her peers as one of the top 25 Most Influential PPC Experts in 2018, 2017 and 2016 and 2015. Her love for digital has driven her to speak at hundreds of conferences including Mumbrella, AdWeek, the American Marketing Association, Digital Dealer, Digital Marketing Conference Series, SMX, PubCon, HeroConf and Search Insider Summit. She is a contributing author about all things Marketing, Search and Conversational AI on sites like Forbes, Entrepreneur, Mumbrella, Search Engine Land, and Search Engine Journal. Outside of work, Christi and her husband Jason, like to run, do crossfit and try to keep up with their 3 year old son and newborn daughter.

Stein Broeder

Sr. Marketing Communications Manager

Microsoft Advertising

Stein Broeder manages content for the search engine professional audience at Microsoft Advertising. For the past three years, he has been responsible for bringing over a dozen new Microsoft Advertising features and updates to market, and prior to that he worked on Microsoft’s display advertising business. Stein is a digital industry veteran having worked at large and small agencies in the Seattle area for over a decade. Prior to Microsoft, Stein help found and run a marketing agency focused on the healthcare industry. In his spare time he helps raise Nolan and Mila with his wife Chelsea. Say hello @steinbroeder.