In the first part of this article, we mentioned the different approaches that an account manager can use while optimizing an SEM campaign buildout. However, when dealing with a complex and robust account (for us that means an airline with more than 5,000 unique routes...
In our Paid Search consulting engagements with various clients, one of the most frequent account issues we encounter is also one of the most fundamental: lack of disciplined naming conventions and, subsequently, poor account segmentation. Frequently, account managers...