SEM Best Practices

Search engine marketing (SEM) is exactly what it sounds like: marketing your website on the search engines. SEM is usually accomplished through the use of what Google calls "sponsored links" and what Yahoo! calls "sponsor results." These are the listings that appear at the top or along the right column of a search results page, and are usually separated by a shaded box or border. They are the equivalent of ads that appear in a print media.

SEM is different from other online marketing, however. More variables contribute to its success or failure. In addition, the level of control in paid placement is nearly real time. Agencies that truly want to ensure client success understand the right technology can make a huge difference in the time required to manage a campaign and in the campaign's success.

You’ve probably thought about launching an SEM campaign, but how do you get the most bang for your online advertising buck?

Here are two common methods for improving your SEM campaigns:
Keyword Expansion
Creative Build-Outs