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Agencies are not always sure about the value of search, so marketers must drive the positive awareness. On the one hand, the arguments centre on the agencies' reluctance to adopt the medium for reasons such as search is too small, too accountable or not sexy enough. This paper explains five simple steps for paid search marketers to help them work with agencies: education; be flexible; use the right mix of people, technology and processes; find an internal champion; package performance. It is our responsibility as search specialists to pave the way for agencies to use search. By demystifying the complexities, streamlining operational processes and packaging results in a user-friendly format, real value can be added and rewards gained.
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