Where Is SEM These Days at SES NY 2007?
While I attended the Search Engine Strategies 2007 Conference in New York, the most prominent “Buzz Words” surrounding the area of SEM were terms like Holistic, Centralization, Organization, Testing and Tracking. It was very interesting that much of the presentations, as well as the participating panelists discussed the emerging difficulties that SEM firms/agencies and companies are facing everyday with regard to the continuous rising costs of Paid Search.
In the past, these sessions touted the “Bidding Wars” as their main angle for getting the most out of PPC. However this year, a lot of focus and attention was put on the organizational structure at the campaign, adgroup, keyword and Ad/creative levels. In addition, there was an interesting emphasis on the Agency/Internal company best practices on handling the complexities of redundancy and duplication keyword coverage within multi-divisional product and service lines.
Kinda makes you think that Paid Search, like Organic Search, is getting more complicated and it's comforting to know that the brightest minds in this industry are finding ways to tackle the high costs, increasing saturation and the expectations of success.
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