I recently got the latest issue of Search Marketing Standard. An awesome magazine that every search marketer should subscribe to! There was an article written titled “Can anyone really be a search marketing expert anymore?”. This inspired me to write this post.

Think about it, there are so many ways to market products on search now, it is crazy! You have the big three, (MSN, Google, Yahoo) then tons of smaller engines (Ask, Enhance, Kanoodle, eZanga to name a few). On top of all those, Google and a few others allow you to advertise banners through CPM or CPC on websites you choose. You can even pick where on the website you wish to advertise. Bringing me back to the question “can anyone be a search marketing expert anymore?”.

During the article, David Rodnitzky compares search marketing to modern medicine. Way back in the day, if you got sick, you went to the doctor. If you broke your leg, you went to the same doctor. These days, if you get sick you go to the doctor then he/she sends you to a specialist. If you break your leg, you go to the doctor and he/she sends you to a different specialist, who after they find out how you broke your leg might send you to another specialist. This is very well compared to search marketing. Search engine marketing is not as simple as starting a campaign, bidding on your keywords and then you are done. You can target your campaigns to such an extreme, in so many different forms that there is literally something for every business out there!

The whole point of the article is that the author is explaining that no one can really be a general search marketing expert anymore, and I agree. Everyone has their area of expertise and their specific area they are an expert at. If your an expert at PPC campaigns, find someone who knows CPM to work for you with the campaign you are running. Each aspect of marketing you add to the equation = more money for you!

In a few years, I bet you will be finding “Google audio ads expert focusing on FM radio/ages 18-30 demographics, in the Cincinnati area for hire” on Monster.com.

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