For those small businesses ranting that search engine marketing has not typically delivered a return on investment, Erika Morphy suggests taking another look at some free SEM tools to help get
started. Limited resources or capital investment don't have to stifle your strategies or campaigns, she writes.
As the SEM industry matures, new services and products have been
developed and unleashed on the market. These new approaches range from "establishing a baseline, to deciding which metric generates the most return for that particular business," Morphy writes. She
provides insight into some "formulaic" processes and how to assess them.
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