A solid search engine marketing, or SEM, strategy often closely resembles a modern investment portfolio. Some attention is given to short-term gains; some to middle-of-the-road opportunities; and, some to emerging markets. But most of the core portfolio is dedicated to models with proven results, accurate tracking and long-term profits.
With Internet competition building at a wild pace, many companies have trouble looking beyond the glamor of top positioning on a paid-search results list. These companies need to be looking, instead, for an SEM partner that can not only see past the fervor, but also be willing to share those realities and set a new course.
An SEM firm that sets realistic expectations from the beginning has a stronger chance of keeping pace with competitive campaigns and accurately determining where to dedicate dollars on Google, Yahoo! and MSN.
When establishing a strategy that maximizes return on investment and gives clients a well-rounded approach, an ethical SEM firm examines:
-- Market Optimization: Finding keywords that will garner results now, as well as offering potential keywords for campaign expansion, as budget allows, is critical. This shows the firm understands the client's desire to see results quickly, but also participate in long-term, dynamic campaigns.
-- Flexibility: Adding and removing keywords or turning campaigns on and off at will can make a client uncomfortable, at first. But by showing day-to-day comparisons and trends, the client becomes familiar with the benefits of a more-flexible strategy.
-- Competitive Position and Approach: Many clients assume it's best to be at the top of paid search results. This mindset can limit a campaign's effectiveness if consumers are buying based on more than a simple “see-it-first” approach. When price, timing, delivery and location – to name a few - are factors, clients benefit from a well-researched strategy that reflects their customers' Internet shopping habits.
And, because not every company is basing the success of its paid search campaign on dollars earned versus dollars spent, a good SEM firm can use its analytical tools and its experience to demonstrate real potential and honest results on more-specific levels, like cost per acquisition and impact on consumer awareness.
By partnering with an experienced, honest SEM firm, companies can look forward to building an Internet strategy that mirrors today's top-performing investment portfolios. With balance, consistency and flexibility, the effectiveness of an overall campaign can take advantage of short-term gains and find opportunities for long-term success.
