Centralized Search Marketing: A Programmatic Approach to Success

Senior Director of Search Strategy, Martin Laetsch will discuss the benefits of centralizing search in large enterprises, Search Marketing Program Office organization structures that work and proven best practices in reporting and optimization.

Key topics include:

  • Knowing which Search Marketing functions to centralize (and which are best to decentralize)
  • Managing and organizing a centralized Search Marketing Program Office
  • Optimizing SEM performance and budgets in a centralized environment
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