The Joys and Sorrows of Search Engine Marketing

By Susanne Svette, IdeaStar Search Engine Specialist

The Wall Street Journal ran a very interesting article July 10 entitled Wisdom for the Web. It highlights the joys and sorrows of search engine marketing. How true that article is!

First, let’s define search engine marketing, or SEM. Search advertisers bid in online auctions to allow their online adds to appear anytime somebody searches on the purchased keyword or keyword phrase. For instance, a marketer my bid for top ranking for the keyword phrase “dog rain coats.” Marketers pay the search companies when and if somebody clicks through the ad to their Web site. That’s how the search engine companies make their money.

There are a number of “joys” in the system. Mainly, it allows first page placement in main search engines such as Google, Yahoo, and MSN immediately, as opposed to natural search engine results which can take months to acquire. It is easy and inexpensive to sign up for keyword placement. Top ranking for many keywords or phrases may be purchased for as little as 10 cents. And generally, only people truly interested in your service or product click through to your Web site. In depth statistical packages let marketers know how the words are being used, so campaigns can be adjusted accordingly.

There are also some significant “sorrows” in the search engine marketing system. Although many keywords can be purchased for a few cents, some highly competitive words or phrases can require a much higher cost per click through. Click fraud is always an issue. And although the search engines police for such actions and offer refunds, competitors can repeatedly click through and deplete a marketer’s budget. Search engine companies also frequently change the rules of the game, shredding previously successful campaigns. It becomes very time consuming to manage your list of key words ( many times in the hundreds and in some cases the thousands) and keep on top of the latest search engine changes.

So yes. Search engine marketing is a quick and affordable way to promote your Web site before and after it achieves rankings naturally. Just watch out for those little pitfalls.

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