Chances are, you’ve implemented a search engine marketing (SEM) campaign strategy. That often means a position/price-based strategy on Overture and a price-based strategy on Google (perhaps a copy strategy, to keep CTR high). You concentrate on position and price to drive visibility and traffic. Though visibility and click volume are good, the strategy has flaws. Big flaws.
Price/position strategies ignore results and are static. Inefficiencies remain in campaigns. Opportunities slip away. An evolving strategy overcomes these inefficiencies and allows search engine marketers to seize opportunities.
Author: Kevin Lee
Subjects: Advertising, Marketing / Sales