Search Engine Marketing (SEM) continues to be the most efficient and fundamental channel in the mix and can be seen as the foundation to a successful campaign. Many industries are exposed to immense competition in “keywords” (eg. insurance, banks, travel), but the high lead quality from search campaigns is difficult to achieve with other channels – despite the high costs sometimes attached.
As a rule, SEM can not achieve ambitious growth and branding goals on its own and is limited by search volume and competition. The interaction with brand-building channels such as Social, TV, Print, Out of Home or Display Ads achieves the best and most efficient results. However SEM works alongside these and closes any holes, ensuring companies avoid spend wastage.
We recommend that SEM as the basis for all advertising activities be set up, continuously optimized and aligned with other marketing channels within the mix. In doing so, we are able to significantly increase search volumes and positively impact the likelihood of converting a lead or prospect.