Performance Insider
Turning The Tide On Local SEM Churn — It Takes More Than Clicks
July 23, 2009
By Bill Dinan
According to recent reports, local SEM resellers targeting small and medium-sized businesses (SMBs) face steep challenges stemming from high advertiser churn rates. While SMBs have lagged behind consumer Internet adoption rates, they stand to gain from the Internet’s ready-to-buy consumers and their billions in ad spending, providing a vast opportunity that has lured SEM providers of all sizes to try to get a piece of the action. However, many of the SMBs pursuing local SEM cancel their agreements very quickly – sometimes within 90 days or less — because they do not see value. SEM done right is a proven tool, so what’s the real issue: Are these companies evaluating the right metrics? Have they been educated on what to look for? …