Seven Expert Search Engine Marketing Guides
FEBRUARY 25, 2011
Done properly, search engine marketing (a.k.a. SEM, paid search, PPC) is a powerful complement to SEO and an effective tactic on its own. SEM enables enterprises to rank for specific search terms immediately (including terms for which it would difficult to rank organically), target traffic to specific landing pages, test everything (keywords, bid levels, ad copy, landing page design), and precisely quantify ROI based on sales or leads generated.