Limitations of Search Engine Marketing
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.
SEM offers a number of benefits for small and medium companies looking to get attention on the World Wide Web to reach millions, if not billions, of potential customers that now primarily do their shopping online. SEM allows businesses to advertising locally and across a wider audience within the confines of a relatively small budget. SEM offers speed, flexibility and control, which traditional marketing never provided. Ad messages and keywords can be changed in minutes if the ecommerce marketing program does not seem to be working. SEM also allows a business to only target customers that would be interested in the services or products they have to offer, rather than hoping that you somehow reach those intended targets among the millions of people who are not interested.
The budget for SEM is flexible and usually only involves paying when there is an actual interest or connection with your PPC search engine Internet marketing efforts. Another benefit is that your budget can scale up as you grow or down as you need to conserve resources.