Is your SEM campaign getting results or just exercise?

In many ways online marketers have become obsessed with the process of search engine marketing. Whether it’s building keyword rich content or links or article submissions or press releases, or micro sites (the list goes on and on) the ultimate search for the holy grail (a.k.a high rankings) may appear to be what determines a successful search engine marketing campaign. But the much ado about the processes involved in achieving high rankings can too often lead marketers to lose sight of what actually matters, namely the results.

Most online advertisers know that branding, visibility, impressions and the like will lead the horse to water but only real marketers understand that to get the horse to ‘drink’ is a different story.

Search engine optimization campaigns (and often paid search campaigns) focus all activity around gaining visibility and traffic but the best SEM campaign cannot make up for a website that lacks meaningful messaging, compelling calls to action, or an easy way for the visitor to make contact with the advertiser.

Like any traditional marketing activity, the most successful online campaigns focus on the entire communication cycle from branding to messaging to engaging with the customer. Generating visibility and traffic is only one part of the equation, albeit an essential one. Only those campaigns which address what takes place once a visitor opens the door to a website will be truly successful.

Unfortunately for advertisers most SEMs heavily focus their attention on the first half of the equation, driving traffic. But those SEMs who are marketing centric understand that without the true holy grail of the conversion the rest is just exercise.

To learn more about conversion campaigns from a truly marketing centric SEM, visit Global Directive Marketing Initiatives.