• ClickZ, Friday, September 4, 2009 2:15 PM

Regardless of how you allocate budgets for SEM and display, keep your "objectives" in mind, says Kevin Lee. Conduct research on how SEM interacts with display, and allow data to guide ongoing adjustments to the budget.

Lee provides a checklist of details that he says could dramatically influence how you allocate budgets. They include select metrics, competitive density and aggressiveness, where you buy display media and budget level.

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