There are more jobs than there are SEM professionals to fill them. You need the right staff, trained and up-to-speed. Part two of a two-part series.
As I discussed in part one, if you’re going to keep SEM (define) in house, you’ll clearly need a team with a variety of skills to improve the likelihood that you’ll take full advantage of your PPC (define) search opportunity. SEM campaigns won’t become less complex any time soon. No matter if you choose in-house, fully outsourced, or somewhere in between, you’ll need an individual or a team that can competently perform the job by providing coverage within the following domains:
Outsourcing is gaining momentum. Why? In part, due to staffing shortages, technological complexity, and possible loss of current SEM staff. In addition, SEM agencies have much larger, more specialized teams than would ordinarily be allocated to an internal SEM campaign. Agency expertise is generated through dozens of specialists sharing best practices and staying on the cutting edge. Combined with automation and technology that’s developed within the better agencies, this enables the advertiser to accomplish goals unattainable through in-house solutions.
Of course, many marketers and some advertisers believe PPC search is a core competency. For them, that may be true. However, in the world of media, marketing, PR, and advertising, history shows in-house knowledge and strategy combined with external technology and expertise are the winning combination. Time will tell. In 10 years, the search and auction-based media business may look as different as it did 10 years ago, before GoTo was founded and when Larry and Sergey were studying at Stanford.
Meet Kevin at Search Engine Strategies in Chicago, December 5-8, 2005.
Want more search information? ClickZ SEM Archives contain all our search columns, organized by topic.
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ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
Kevin Lee, Didit cofounder and executive chairman, has been an acknowledged search engine marketing expert since 1995. His years of SEM expertise provide the foundation for Didit's proprietary Maestro search campaign technology. The company's unparalleled results, custom strategies, and client growth have earned it recognition not only among marketers but also as part of the 2007 Inc 500 (No. 137) as well as three-time Deloitte's Fast 500 placement. Kevin's latest book, "Search Engine Advertising" has been widely praised.
Industry leadership includes being a founding board member of SEMPO and its first elected chairman. "The Wall St. Journal," "BusinessWeek," "The New York Times," Bloomberg, CNET, "USA Today," "San Jose Mercury News," and other press quote Kevin regularly. Kevin lectures at leading industry conferences, plus New York, Columbia, Fordham, and Pace universities. Kevin earned his MBA from the Yale School of Management in 1992 and lives in Manhattan with his wife, a New York psychologist and children.
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IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
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