Search Marketing Trainer

The first step in planning for search is to make sure it has a separate budget in your media plan (make sure to separate it out from other online tactics such as display advertising (banners).

Why do this?

• You will need a search planner to manage the campaign, and this requires management fees which are paid above and beyond the cost of the media.
• It's nearly impossible to keep search to a fixed monthly spend, as with other forms of media. It fluctuates, and it's easier to manage this fluctuation if it's not bucketed in with flat fee-based media like banner buys.
• Search is different from other forms of media, including other forms of online media. There are a lot of moving parts - separating it out as early as the planning stage allows you to bring this point to the forefront when dealing with marketing managers and VPs.

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