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Look at Google tools for the SEM search key words that your team may have missed.

When it comes to PPC strategy, CMO’s need a gut check the world of SEM- Search Engine Marketing (SEM) or Pay Per Click (PPC).  I know you are signing some pretty big invoices these days and still do not have full confidence that it is getting you to the goals you have.

Sometimes the obvious is not so obvious, when it comes to search and key word terms.  I use this Google tool all the time to do a reality check with my Pay Per Click programs, it will bring out the terms that are being searched for and tell you if you are missing the term or phrase.

I bet your SEM team uses this Google tool all the time, but has never told you about it.  So check it out, it will give you a better understanding of how well they are doing or how many misses or blind spots you have in the search world. 

Google has so many free tools, it is terrific.  They also have webmaster tools that you need to see. Ask for access to those tools,  so you can get behind the curtain and poke around to gain more knowledge. Note: Webmasters, will not like you asking or want you to be in their tool sets, but you need to get a feel as to what is available to them.

You can link to Google tools at:  http://www.google.com/sktool

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