92% of online experiences begin with a search. That’s why the giants of search – principally Google and Bing – are the gatekeepers of the Internet, and wield enormous power. That’s also why every single digital marketing agency puts Search Engine Marketing (SEM) at the forefront of their proposals. But that doesn’t mean they’re effective at it.
There are many reasons it’s difficult to get big results from SEM without spending even bigger money. First and foremost is it’s dog-eat -dog competitiveness. That means choosing the right agency is critical.
Another reason it’s difficult is that the only thing that changes more often than search engines is the weather. Google is known to update its algorithms a stunning 500 times a year. Some of these changes have big consequences for SEM strategies since they can have an impact on Quality Scores and other crucial indicators. You need expertise from people who have the time to follow these changes and the expertise to understand them.