Stop Wasting Money on SEM: Know Your Customer to Know

Stop Wasting Money on SEM: Know Your Customer to Know your User

While it may seem obvious to many of us in the industry (The so-called veterans) it may not be that obvious to all.

That is, no matter what rankings you achieve or how much you are spending on your PPC in a month, you really should only consider one thing: Your customers. 100% of your efforts must revolve around who your customer is.

In this article I give some tips to ensure that your marketing campaign revolves around your customer.

While I was unable to attend Search Engine Strategies in New York this year (I went last year it was an incredible experience) I was surprised and glad to hear that there was an over -riding theme coming out of the sessions both from the SEMs presenting as well as the engines.

That theme is user intent.

That means, one must understand what the user their customer wants when they visit the search engine and ultimately click on a search engine result whether it is paid or organic.

I started to think about my clients over the years and some of the things they have said when I ask them, What are you looking for in this campaign?...