Cong Cao

Cong Cao

Paid Search Director

Cong is a SEM Director at Catalyst. Her experience spans across SEM, paid social, programmatic display, and analytics. Cong has worked on some of the largest and most challenging US and global brands, including Samsung, BlackBerry, Honda, and FedEx. Cong graduated from Swarthmore College. In her spare time, she loves skiing and traveling. By 2014, she hopes to have visited 5 continents and 30 countries.

All Stories By: Cong Cao

The pros and cons of centralizing global SEM management

One of the most interesting things about working in SEM is that we have more opportunities to run global campaigns compared to our counterparts in other media. SEM, conducted on major platforms like Google and Bing, is fairly standardized across many countries around the world. The efficient auction system allows search marketers to circumvent extraneous … Continue Reading

How to prevent SEM cannibalization between sub-brands within a multi-brand

In the consumer goods and consumer wellness space, one multi-brand often spawns different products under sub-brands. For example, Arm & Hammer has a hugely varied product roster, from toothpaste to laundry detergent.  Even though some of the sub-brands have their own names, by sharing such a well-known and well liked parent brand name, each sub-brand … Continue Reading