62. Search Engine Marketing (SEM) and Optimization
Most of the marketing executives I talk with have incurred significant scar tissue as a result of learning how to optimize pay-per-click advertising. Changing rules and experimenting with different keywords made for difficult buying decisions. The marketers that have figured this out are buying specific keywords and investing former paid search dollars in Search Engine Optimization (SEO).
Search marketing accounts for the largest share of interactive spending, accounting for 59 percent of the overall interactive advertising budget. Annual growth rate is predicted to be 15 percent, rising to $32 billion by 2014.1
Another issue marketer’s face is determining which search engines will best appeal ...
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