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.
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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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