Tag Archives: search advertising

How Do I Use SEM If People Aren’t Searching For What I Do?

March 11, 2009 – 4:48 pm

This issue comes up a lot with tech clients whose products don’t fit neatly into defined or established categories. A client writes (details changed to preserve confidentiality): “Our product is on demand health & wellness software for small businesses and we’re promoting it as a tool for improving productivity, claims prevention, reducing healthcare costs, etc. [...]

By Howard Sewell | Posted in Google AdWords, Landing Pages, Offer Strategy, Search Engines, search marketing, SEM, White Papers | Also tagged , , , | Comments (1)

Google/TechTarget Study Shows How IT Buyers Use Search

February 18, 2009 – 2:15 am

Too often, B2B technology companies fall into the trap of using search advertising (SEM) primarily as a means of capturing prospects in the latter stages of the sales cycle, i.e. those potential buyers actively shopping for a solution. However, search advertising needn’t just be about finding people ready to buy your product. In fact, using [...]

By Howard Sewell | Posted in B2B Marketing, Google AdWords, search marketing, SEM | Also tagged , , , | Comments (2)