by Rick Tobin
http://www.enquiro.com

A few days ago I was talking with a client, one with a Madison and Vine address and a seemingly complete understanding of consumerism and suggestive marketing, who couldn't quite understand why I was so interested in target profiling as a baseline for our SEM efforts. After all, to him, and many like him, SEM is synonymous with improving rankings - 'the keyword is the qualifier itself,' so the click is already relevant, and the user is already either familiar with the brand (if a branding query has been launched) or intimately in need of the product (why else would they be searching).