Josh Weller sets up nine SEM problems, each one with a solution, to step marketers through a variety of topics, from building brands, to building credibility. Make consumers aware of the
company's products and services through a variety of SEM techniques, he writes. Channels other than paid search can make consumers aware of products and services before jumping into paying big bucks
for keywords that no one searches on.
Although organizations are investing in SEM, most are unhappy with performance, according to Weller. In these lean advertising times, it's best for marketers to examine ways that makes them smarter about budgeting PPC campaigns, he writes.