"Finding a good search engine marketing vendor is a bit like finding a compatible mate," writes Katie Deatsch in a recent Internet Retailer article. To be successful, marketers "first need to know what they want, and second, need to make sure their choice can provide it," she says. After establishing your goals, follow Deatsch's advice, below, for deciphering vendor mating calls and vetting your options.

Choose the right problem-solver. Don't fall into the trap of going with a vendor merely because it says it has experience in your industry or vertical, Deatsch advises. Too narrow a focus could actually produce strategies a bit too similar to those of your competitors. It's more important that the company have experience solving the problems you face, she says.

Choose a firm focused on delivering profitable sales, not just volume. "One way to do this is to establish a contract up front with a vendor that clearly spells out short- and long-term goals, expectations and success metrics," says Deatsch.

Get it all in writing. "[Companies] need to make clear their expectations and put them in writing before signing on the bottom line," Deatsch reminds us.

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