To fill in that gap, the time required to properly apply SEM to your website, advertising programs like Google AdWords can help. To run a successful AdWords campaign you will need a list of all the keyword searches to your website, access to your referral logs, a list of most popular keywords for your business, and one or more text based ads in which you pay an ‘auction price’ each time the ad is clicked. And of course, you will need an advertising budget.

Gossamer’s experience offering Google AdWords programs coupled with Gossamer’s experience running AdWord programs can help give you an an advantage, in this poker like environment. You need to know when to hold them, and when to fold them.