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The success of an SEM company should not just be measured by the number of clicks or conversions that they are able to deliver for a business. An SEM company should deliver other long-term, value-added search engine marketing services as a business partner. In looking to developing a long-term relationship, an SEM company should look at other avenues that might increase your traffic and revenues. This includes other services around diverse ad campaigns, public relations generation, local and shopping ads, brand strategies and different ad placement options that complete a comprehensive ecommerce marketing strategy, rather than just stand-alone search engine marketing services that may work in the short term.
An SEM company should also have expertise in copywriting, website design, email marketing and other online marketing techniques that can be incorporated as part of their professional search engine marketing package. An SEM company must also include a number of quantifiable ways to measure the results of all aspects of the PPC search engine Internet marketing efforts, including return on investment and return on advertising spending.
|Jennifer Mathes, Ph.D.|