Search engine marketing (SEM) is an issue that I have tackled over the last year, and it is was one of the most popular topics discussed by the marketing press.

Like with any technology the key focus should be whether or not you gain a return on investment (ROI) from SEM. If you don’t, then what’s the point? SEM is quite a risky exercise, not as simple as it looks, and therefore the Marketing Leaders in this month’s edition provide some useful tips and advice about how to get it right, and how to maximise your returns from using SEM as a marketing tool. Certainly, it can be cheaper to ask the experts than to rely on your own wits to find the best performing keywords…

…And the trend for everything organic has stepped into marketing phraseology. That’ll be a free range carrot please! You can’t find one, so where are you now? The question should also be where do want to be, and which keywords your customers are more likely to search with to find you on the Internet, whether this is using Google or Yahoo! It’s not just about having and using good keywords too; the description of your business needs to be spot on as well. So good copywriting will also deliver higher returns and better performing campaign results.

Remember, too, that SEM is but one tool that can be used to promote your business. Ideally your message needs to be communicated in an integrated fashion across all of the relevant customer touchpoints. So it shouldn’t be relied upon as the sole means of generating new business. If it isn’t providing a return, then I’d press the pause button and ask the experts how they can help you to deliver value, and they can deliver customers to your front door.

By Graham Jarvis,
Editor, The Marketing Leaders Magazine

Email: editor@themarketingleaders.com
Mobile: +44 (0)776 682 3644
Web: http://www.themarketingleaders.com
Editor’s Blog: http://www.media-insert.co.uk
Editor’s IT Toolbox blog: http://blogs.ittoolbox.com/crm/mediainsert/