has a stronger chance of keeping pace with competitive campaigns and accurately determining where to dedicate dollars on Google, Yahoo! and MSN.

When establishing a strategy that

A solid search engine marketing, or SEM, strategy often closely resembles a modern investment portfolio. Some attention is given to short-term gains; some to middle-of-the-road opportunities; and, some to emerging markets. But most of the core portfolio is dedicated to models with proven results, accurate tracking and long-term profits.

With Internet competition building at a wild pace, many companies have trouble looking beyond the glamor of top positioning on a paid-search results list. These companies need to be looking, instead, for an SEM partner that can not only see past the fervor, but also be willing to share those realities and set a new course.

An SEM firm that sets realistic expectations from the beginning has a stronger chance of keeping pace with competitive campaigns and accurately determining where to dedicate dollars on Google, Yahoo! and MSN.

When establishing a strategy that m

ities; and, some to emerging markets. But most of the core portfolio is dedicated to models with proven results, accurate tracking and long-term profits.

With Internet competition building at a wild pace, many companies have trouble looking beyond the glamor of top positioning on a paid-search results list. These companies need to be looking, instead, for an SEM partner that can not only see past the fervor, but also be willing to share those realities and set a new course.

An SEM firm that sets realistic expectations from the beginning has a stronger chance of keeping pace with competitive campaigns and accurately determining where to dedicate dollars on Google, Yahoo! and MSN.

When establishing a strategy that

building at a wild pace, many companies have trouble looking beyond the glamor of top positioning on a paid-search results list. These companies need to be looking, instead, for an SEM partner that can not only see past the fervor, but also be willing to share those realities and set a new course.

An SEM firm that sets realistic expectations from the beginning has a stronger chance of keeping pace with competitive campaigns and accurately determining where to dedicate dollars on Google, Yahoo! and MSN.

When establishing a strategy that

partner that can not only see past the fervor, but also be willing to share those realities and set a new course.

An SEM firm that sets realistic expectations from the beginning has a stronger chance of keeping pace with competitive campaigns and accurately determining where to dedicate dollars on Google, Yahoo! and MSN.

When establishing a strategy that

has a stronger chance of keeping pace with competitive campaigns and accurately determining where to dedicate dollars on Google, Yahoo! and MSN.

When establishing a strategy that maximizes return on investment and gives clients a well-rounded approach, an ethical SEM firm examines:

-- Market Optimization: Finding keywords that will garner results now, as well as offering potential keywords for campaign expansion, as budget allows, is critical. This shows the firm understands the client's desire to see results quickly, but also participate in long-term, dynamic campaigns.

-- Flexibility: Adding and removing keywords or turning campaigns on and off at will can make a client uncomfortable, at first. But by showing day-to-day comparisons and trends, the client becomes familiar with the benefits of a more-flexible strategy.

-- Competitive Position and Approach: Many clients assume it's best to