SEMcast #6 – Inheriting and Reorganizing Paid Search Accounts

by Kelly Gillease on April 23, 2009

For SEMcast #6 Kelly dives into the dilemma of inheriting a paid search account. Given that historical consistency in data and quality scores are both really valuable paid search assets, naturally anyone is hesitant to just wipe the slate clean. At the same time, an account with poor structure, or limited ability to scale efficiently isn’t helping you any. Strategies to mitigate risk and still get paid search accounts to a better structure are discussed.

Links referred to in the search engine news update:
Matt Cutts’ blog
New Interface Info on the AdWords blog
Google SEO Starter Guide (pdf)

Follow Kelly on twitter or check out her blog on in -house search engine marketing.

Send in your search engine marketing questions via a tweet, a blog comment, a youtube link or a good old fashioned email and they will be answered in a future show!

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