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Invest Wisely in Search Engine Marketing--or Not at All.

Article Excerpt
According to a recent study by eMarketer, 65.4% of marketing executives are still spending as much money, if not more, on search engine marketing this year as they did in 2008 (see chart). But here's the clincher: Although 60% of the marketers say they're using search to generate leads, only 20% of them expect to get a significant return on their SEM spending.

If eMarketer's data presents an accurate assessment of the mind-set of many marketers regarding SEM--which encompasses paid search such as pay-per- click and organic non-paid search achieved through search engine optimization-- then why are they investing time and money on it?

"I think the rationale is simple," says Lee Goldberg, regional VP for Prime Visibility, a search engine marketing firm....

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