As sophisticated businesses and marketing agencies embrace the world of Internet Marketing, Search Engine Marketers are being asked to deliver a level of strategy and value never before expected. With the bar raised, we must now focus on targeted business goals to prove ROI.
When I'm discussing a million-dollar engagement with an enterprise client, I'd have to have more than the luck of the Irish to land the deal with simple promises of first page Google listings and increased traffic through Pay-per-click. Okay, I'm only part Irish – but luck shouldn't be the deciding factor anyway.
In today's market, it has become important to prove how SEM will increase sales, lower customer acquisition costs, decrease customer service expenditures, and achieve or exceed overall, pre-set, business goals. I've even been asked to provide accurately projected and guaranteed ROI ratios from one enterprise client. That can be a dangerous corner to stand in when your success relies on Search Engine response.