In a just-released white paper, the founder of a groundbreaking agency says search engine marketing (SEM) professionals often bring a "paint-by-the-numbers" approach to assignments. The award-winning author claims a lack of creative innovation reduces profits. He adds that SEM "silos" inhibit campaign integration.
The indictment isn't confined to the creative side.
According to the author, too many tests reflect little more than "Direct Marketing 101" techniques; practitioners often focus on click quantity over lead quality; and many businesses pay little or no attention to the back end, where the money is usually made in search engine marketing.
As an alternative, he introduces OptiSearch. A break with the status quo, OptiSearch is designed to optimize SEM from end to end.
Confession: I'm the author. Download OptiSearch. (Just click the link to the left to get the PDF.) And please share this post -- and white paper -- with your friends. Thanks.