It pays to be specific when purchasing keywords for search engine marketing (SEM), according to Mark Lee, vice president of sales and marketing for International Auto Parts.
Terms like “Jeep Cherokee floor mats” work much better than “floor mats,” said Lee, noting his company pays for more than 800 terms. “Let the big guys keep the general terms,” which can be more expensive anyway.
SEM is one area where smart small companies can beat the larger competition, said Alan Rimm-Kaufman, president of The Rimm-Kaufman Group LLC and former vice president of marketing for Crutchfield Corp.
The basics of direct marketing apply in search, he said. Test copy and track your results. For companies like Crutchfield, which sells electronics, big vendor brand keywords may work well
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