The final section of your search marketing plan should present any mission critical information not already covered and any other important concepts that could be applied towards the success of your campaign. For example:

  • Other strategies to investigate: How else can you leverage the search medium to facilitate greater exposure for your online business?
  • Competitive predictions: By combining careful monitoring of industry activity with an intuitive understanding of your business, you can prepare for important changes.
  • Strategies for scaling
    the campaign as appropriate: Your strategy must be able to grow as necessary.
  • Exit strategies: Having several strategies for concluding the campaign.
  • References for any information that was cited: Especially if your SEM plan is going to be presented executive level decision makers.
  • Further research that is required: Map out your ongoing research strategies and create timelines to ensure that they are attended to.
  • Lateral support strategies for the SEM campaign: Promotional and/or marketing activities that can be employed to support the efforts of your SEM strategy.