Learn search marketing from the pros

Forget about trial and error. The Search Engine Marketing Professional Organization (SEMPO) is launching a series of lectures that will teach marketers better ways to create search marketing campaigns.

by Kristina Knight

Researchers say, search engine marketing will grow to $18.6 billion by 2011, an impressive growth spurt which also shows the need for educated search marketers. Without knowing how to create and manage innovative search campaigns much of the spend will be lost money for the marketers themselves.

SEMPO's new class will cover ways to maximize paid search campaign's ROI. It will cover pay-per-click ad models, click fraud and RSS feed ad categories.

One tactic that researchers are paying more attention to is diversifying paid search campaigns. As users continue to become more familiar with search engines, the way they search is changing. Users search via many different types of platforms - white papers, content sites and reviews - before making purchasing decisions.

Jeffrey Pruitt, the president of SEMPO, said, the program offers new techniques to marketers to ensure that campaigns are on track from the beginning. "[The class] gives marketers the ability to get more return on their ad buys, providing a deeper level of strategy as well as hands-on tactics they can implement," he said.