How To Take A SEM Strategy Global

Search Engine Land, Tuesday, October 20, 2009 4 PM
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After launching a SEM campaign in three countries in eight days, Roth shares what went wrong and right.

For starters, don't think "going global with SEM" means that the same U.S. strategy will work in Europe -- that only can get marketers into trouble, Roth writes. He also considers such questions as whether to outsource or not.

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