It may not be as sexy as the new stuff to everyone, but we know and understand the elegance and power SEM holds.
If you're reading my columns, you probably rely on search engine marketing (SEM) and search engine optimization (SEO) heavily in your overall online marketing plan. Despite the occasional bout with invalid bot clicks, traffic from the search engine results pages (SERPs) has always been the kind of traffic we love and lust after. Hey, I buy display media (particularly behavioral) and love an "earned media" campaign that's kicking ass within social as much as anyone. But for steady, high-value clicks, nothing rocks like pay-per-click (PPC) search and SEO clicks. Not that we need a pep rally, but other media is being portrayed as sexy and is getting the attention of marketing departments and distracting agencies with "shiny object syndrome." So, here's my list of six reasons why search clicks rock:
One more bonus reason came to light as I was penning this column. The Wall Street Journal reported that "The Federal Trade Commission is expected to announce Wednesday new rules that close loopholes that currently allow companies to gather information despite a 1998 law that was supposed to protect kids' online footprint." Well, as long as you are following the original COPPA guidelines, it's unlikely these changes will have an impact on search. We expect searchers to search anonymously and when they become customers, we can address regulatory concerns at that time.
I hope you remain as excited about search engine marketing today as I am. The opportunities to refine and improve campaigns are still there. Sure, check out the latest shiny objects, because you never know, one might be the killer app; but stay true to search engine marketing. It may not be as sexy as the new stuff to everyone, but we know and understand the elegance and power SEM holds. Search clicks rock!
Cheering Crowd image on home page via Shutterstock.
This column was originally published on August 3, 2012.
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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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An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
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