Search Marketing – Don’t Go in the Water Alone

A key element in the success of a search marketing campaign is the investment of time.  It takes time to set a campaign up properly.  This included researching and selecting the right keywords, setting the budget limitations correctly and writing ad copy to maximize your Click Through Rate (CTR).   Once your campaign is set up then you need to continually make the necessary campaign adjustments to receive the best return.

The typical small business executive does not always have the time to focus on learning the “to-dos” and “not to dos” of search marketing on their own.  Trial and error can be expensive and time consuming at the very least.  

Navigating the waters of paid search without experience is sort of like playing with sharks in the middle of the ocean while wearing a children’s flotation device.  It is not recommended. 

For the tech-savvy entrepreneur there are countless sources where you can read about how to successfully implement a search marketing campaign.  If you fall into this category I would suggest you at least get a little coaching from someone with experience to avoid costly mistakes. The investment of a few hours for an initial campaign set up or a campaign review could save you countless hours and many dollars.

For the small business executive who does not have experience or time or the inclination to figure it out on their own look for someone who has solid expertise (and who can provide references) to manage your campaign from start to finish.  Most marketing agencies will offer this service as well many independent contractors.

The Google Certification Program is an excellent credential for one to have.  There are many talented people without this credential but it does add extra peace of mind that the person truly understands search marketing.  I am in the process of getting mine so stay tuned for the announcement.

Happy Searching!

~KK

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About Kerri Karel

Kerri has over 21 years of well-rounded experience in marketing, ecommerce and public relations. She has lead multi-million dollar marketing and ecommerce projects. Additionally she has 10 years of start-up experience. She also has 10 years experience in planning trade shows, special events and conferences. View all posts by Kerri Karel

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