With the growing prevalence of search engine marketing, several organizations are electing to run their SEM programs in-house instead of outsourcing to a professional firm. While there are numerous tools and resources available to help companies incorporate these programs internally, most are rather basic and overlook many of the vital aspects that make up a truly effective SEM campaign. Before you go to set up shop, get to know the five main reasons in-house SEM programs falter.
1.) SEM is Time Intensive – Unlike traditional media, SEM is not something you can simply do once and forget about. These campaigns often consists of thousands of keywords that must be thoroughly researched as well as landing pages that must be carefully crafted in a way that appeals to search engines and visitors alike. All of this needs to be done regularly to make sure you are getting the most out of your marketing dollars. Although some possess the skills, most in-house teams simply do not have the time to commit to an SEM program that will give them the best results.
2.) SEM is all About Dedication – Google Ad Words and other paid advertising campaigns demand maintenance on a daily basis in order to maintain the company budget and ensure the best results. If other projects takes away the team’s ability to dedicate to the SEM campaign, you will have trouble identifying your most fierce competitors and ultimately, making your campaign more effective.
3.) SEM Can be Competitive and Expensive – Reputable SEM firms have a knack for analyzing a budget and preventing their clients from overspending. At the same time, many in-house teams fail because they are not able to maintain the budgets they sat aside for the campaign. A skilled professional can implement measures and polices to help maintain costs while ensuring that the budget is well managed and evenly allocated across the campaign.
4.) SEM Demands Accurate Tracking and Analysis of Performance – Try as they may, but a large number of in-house programs suffer from insufficient reporting. The beauty of SEM itself is that it is a results-driven marketing tactic so therefore, the best way to gauge the performance of your campaign is through detailed reporting. An expert firm can help you understand what part of your program is doing good as well as what areas need improvement. This is done by analyzing critical data, setting benchmarks and optimizing the campaign itself.
5.) SEM Requires an Awareness of Search Engine Polices
Many organizations find themselves in undesirable predicaments once they are banned or penalized for engaging in SEM practices that do not fall in line with search engine policies. These practices can bring forth damaging results as your site could end up banned by Google, Yahoo and other major search engines. By outsourcing to a reputable SEM firm, you can get the assurance of a trained and certified team that knows the search engine policies and uses them to measure the overall effectiveness of your campaign.