How To Pitch A Performance Search Engine Marketing Agency
May 12, 2009 at 1:22pm ET by Adam Viener
You have probably heard multiple pitches from advertising agencies and SEM firms looking to take over the search engine marketing campaign for your company. When was the last time one of these firms offered to pay for all of the ads up-front and be paid only for the sales and leads generated? Not too often, I suspect.
Performance SEM agencies are out there building, managing and funding large scale search campaigns for companies that pay them a pre-negotiated rate for the sales and leads generated. Working with a performance SEM agency is a great way to take advantage of paid search whil [...]
Filed in: How To: PPC, SEM Industry: Outsourcing, Search Ads: General
PPC Agencies: Not One Size Fits All
May 11, 2009 at 8:00am ET by George Michie
Hiring the right PPC agency requires knowing what your firm wants out of paid search and finding a firm with the roots and tools to do that job well. One size does not fit all.
Filed in: Paid Search, SEM Industry: Outsourcing
Do SEOs Really Need Direct Industry Experience To Be Effective?
Mar 11, 2009 at 12:51pm ET by Andy Komack
Have you ever heard this before? "We like everything you have said so far, and your proposal looks great, but the only concern we have is your lack of direct experience working in our industry."
Perhaps a better question would be, "Is direct industry experience really necessary to be an effective SEO?
Lee Odden, CEO of TopRank Online Marketing, discusses this topic in his article, How to Hire a SEO Firm - According to Google:
What’s your experience in my industry? - Experience in a particular industry may be important on one level, but a company that specializes in a particular ver [...]
Filed in: Features: Analysis, SEM Industry: Outsourcing
Three Rules For Search Marketing With Franchise Organizations
Sep 29, 2008 at 4:21pm ET by Tony Wright
I always think of an armada of ships when I look at a franchised company. You've got a large battleship, directing the path of the smaller craft—yet the smaller craft must navigate on their own, especially when the instructions from the battleship don't make sense. And oftentimes, because the franchisees are busy navigating their own murky waterways, they can fail to see the logic behind the battleship's directions and forge their own paths, sometimes to disastrous effect.
Creating search engine marketing strategies for franchised companies is some of the most challenging work I've d [...]
Filed in: Industrial Strength, SEM Industry: Outsourcing
Why You Need To Know SEO Basics, Even If You Outsource
May 28, 2008 at 3:07pm ET by Jessica Bowman
When you outsource SEO, you don't outsource responsibility and accountability for getting the job done and driving more traffic. Even though you may outsource SEO completely, you really should invest the time understand SEO basics to best manage your SEO firm, your strategy and provide greater value to your SEO program.
Relying entirely on an agency is not an adequate strategy, for a variety of reasons.
When it comes to SEO, each site is different. Certain optimization techniques that might be ideal for one site might be entirely inappropriate for another site. As the in-house point of con [...]
Filed in: In House, SEM Industry: Outsourcing
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