Search engine marketing is generally seen as a way for a site or business to generate more traffic (and importantly, targeted traffic) to a site, but it is not without limitations. When one begins utilizing SEM services, target keywords (for search engines) must be chosen. If those words are not chosen properly or if they are even slightly (even unintentionally) misleading, a consumer will not stay long on the site they were redirected to and more importantly, will most likely not do business there.
A search engine marketing consultant or search engine marketing specialist should be able to help a site generate the proper keywords, but there is a very diverse audience using the internet for ecommerce activities and their searches and search results could be the result of many different kinds of inquiries. The best a site or business can do is stay true to the set out target service or statement to reach those seeking their services.