Every Search Engine Marketing agency wants your business, which is natural in a competitive environment. The problem is that too many SEM agencies are all too willing to lowball themselves to win this business, and ultimately, both the agency and the client get hurt.

DM News contributing editor Sara Holoubek wrote an article last week titled "The Buy vs. Build Argument in SEM" which laid out the parameters of an issue that is at the heart of much storm and stress in the SEM industry today. In my view, many points in this article are worth debating, and I will use this opportunity to provide my own perspective on this issue.