We always recommend using search engine marketing as the foundation of your marketing program. It's the first thing you should do. After all, doesn't make sense to ensure that the customers that are actively looking for your product of service can find it?

Search engine marketing can also act to leverage your other marketing. You can realize a greater return on the investment you make in brand awareness advertising such as sponsorships, TV and radio by taking a small amount of your budget and directing it to search. For example, a company could sponsor a NASCAR race team. When NASCAR fans turn to the internet for standings and other information through search engines, that same company could spend a relatively small amount and ensure they dominate listings for NASCAR terms. That way, when fans turn to the web for anything related to NASCAR, they're accessing that information through a branded site that also includes links to individual product information pages. Search acts to combine the advantages of brand awareness with a much more comprehensive and informative marketing message to interested consumers.

Imagine the power of a marketing campaign that gave you the ability to ensure that your company name would show up near the front of the yellow pages listings for any category related to your products or services, anywhere in the world! This is the power that an effective search campaign can bring to your marketing strategy.