June 11, 2004    (Continued)

1. Ad listings issues
2. Invoice auditing problems
3. Keyword placement limitations
4. Advertising contract length and minimum costs

Ad listings issues
Since you will be working with search engine's tech support staff, some problems can and sometimes do arise. Or at times, some modifications you make to your ad listings can take longer to propagate in the system. There could even be some search engines that limit the number of modifications an advertiser can make in one month without incurring a set fee. You should check your SEM contract or speak to your ad representative for clarification on any of this.

Invoice auditing problems
Budgeting for fixed placement ad campaigns and invoice reconciliation is usually simple and straightforward, since your cost is summed up into a monthly schedule of fixed and equal recurring payments. However, you should always remember that you are actually paying for estimated visibility and sales. The only way to accurately find out about your real traffic is to measure it with some good Web Analytic tools. I recently wrote an article on the correct way to use Web Analytics to help you in your search engine marketing efforts.

Keyword placement limitations
It's very important to remember that you are committed to the keywords you actually select for the entire duration of your contract. With other forms of online ad programs, it is possible to instantly delete keywords that are not performing well or to simply replace them with others. However, this feature is NOT available with Fixed Placement.

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Article written by Serge Thibodeau,
President & CEO,
Rank for $ales
Copyright (c) Serge Thibodeau 2004

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