Avoid Scope Creep Money Pit SEM Jobs
In our search marketing agency, the toughest standard operating procedure protocol we’ve defined and implemented is the “Goals & Scope Document” we attach to each client’s contract.We’ve found it critical to empower each AIMCLEAR employee to self-determine, within reason, if an incoming job request is included in a given client’s scope, will be done as […]
PPC Philosophy, Credit Cards, Contracts, Procedures & Control
Most small SEMs give their clients’ credit card and billing information to search engines which can actually cause palpable accounting hurdles as an agency scales. This common practice also raises interesting questions as to who “owns” the account when a client leaves someday. Though seldom discussed, failing to engage clients in preemptive dialog has the […]
“SEM Agency Fundamentals” Series
We’ve received gratifying feedback in public and private to recent articles discussing the associated challenges of scaling search marketing from solo practice to agency. No doubt each day in our wonderful office presents fascinating, if not daunting, crossroads which have the potential to make or break the business. We’re having so much fun. We’ve made […]
Ride the Search Rollercoaster or Exit Now
There are two common reasons for a practicing SEM to get OUT of search immediately:Â 1) You’re a semi-effective Web 1.0 “provider” who is not studying, and have no stomach left for screaming corners where one of the the only givens is unpredictability. Stay in search and you’ll hurt your company or clients. 2) It’s […]
Challenges of Scaling Big PPC Management for Small SEM Shops
Over the last 10 months the number of PPC accounts AIMCLEAR handles has multiplied by more than 20X, which has been seismic to say the least. At the same time the ever-evolving PPC landscape continually undergoes its own “global warming crises,” as heated paradigm shifts pile upon chilling conceptual overhauls at the advertising platform level. […]
Predatory Jerks Give SEO a Bad Name
<Rant> I’ve wanted to write this post for years. A couple of times a month one of our clients or partners forwards us a laughable cold call sales pitch they’ve received from some bulk email scamming SEO-weasel who’s grubbing for business from the unaware. Though most serious search marketing agency-types provide an honest day’s work, […]
Marriott Standardizes Global PPC Rules for Franchise Trademark Usage
For years there has been frustrated chatter among PPC media buyers regarding draconian big brand franchise PPC trademark rules. After experimenting all over the world for 2 years, Marriott is now taking assertive steps to standardize and solidify global policies. Whether SEMs like the new US rules or not, Marriott’s taking an industry leading role […]
Challenge Your Search Team to Excellence
When it comes to search, there are SO many channels requiring an SEM shop’s expertise. While targeting channels with optimized content is far from a “one size fits all deal,” it’s essential for any SEM team to have all necessary arrows in quiver. Here are some talking points we use to raise the level of […]
Search Marketing Non Disclosure Contracts: Jerk Insurance or Crooked Pool?
Anyone who has done serious business as an employee, employer, vendor, or contractor has had to deal with non-disclosure agreements (NDA) at one time or another. They’re as standard in business as darts in a pool hall. However this can be a tricky topic for incoming employees or contractors who suspect they’re somehow being unreasonably […]
Does Your In-House SEM Crew Cut It? 6 Surefire Time-to-Outsource Signals
Companies seriously reliant on Internet marketing often reach a daunting crossroad, whether to grow a more substantial in-house SEM team or bolster internal marketing efforts by outsourcing. As a rule it’s difficult for small and mid-size companies to commit sufficient resources to keep up with voluminous daily research required to keep current. However as in […]
