Face it. Customer support drives paid search and search engine optimization marketing service. Many people think of customer service in terms of retail stores or online, but SEMs still need to meet customer needs. The tips provided here support the need to think more about serving the customer. But while the customer always comes first, he/she may not always be correct. So to educate consumers, take the time to explain why the paid-search campaign must support specific keywords that may cost an arm and a leg. The infograph reflects customer service support for consumers, but it can also easily apply to support for business-to-business success.