28 Oct '16, 8pm

5 Frightful Paid Search Account Mistakes (& How To Fix Them)

Small companies inherently run their in-house marketing resources lean. At the enterprise level, search specialists may also be responsible for social initiatives and serve on product development/marketing teams. In these situations, it’s not uncommon for one person to man all marketing channels (while wearing several other hats). “Less is more” typically becomes the mantra when it comes to management on a tight schedule, and in many cases, networks and devices can be found within a single campaign. The problem is that user behavior varies greatly between the Search and Display Networks, as well as across mobile, tablet and desktop, and tailored bidding, targeting and messaging approaches by device and network type are vital to effectively market to each audience type.

Full article: http://www.aimclearblog.com/2016/10/28/5-frightful-paid-s...

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