Small to medium-size enterprises, or SMEs, should embrace SEM. Jane Simms serves up several examples of small businesses that have embraced search engine marketing. For instance, Foneshop, a UK online retailer of mobile phones and accessories, initially "struggled, scraping in only about 10 orders a day - but in 2005 it embarked on a search marketing strategy through Google AdWords," she writes. "Within a year, its orders had soared by 56%, the average value of each order had risen by 54% and its conversion costs had fallen by 29%."
Simms steps through some techniques, from geo-targeting, to developing keywords, which can help you understand SEM options for SMEs. They include establishing a simple linking strategy, setting up an account, picking the correct keywords, and knowing the target market.