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Keep Paid-Search Reports Simple

Know the audience and keep paid-search reports brief for those reviewing the information. It may seem simple, but Alistair Dent tells us that the person running the department should have all the answers, and those he shares information with may not want to know all the details. Remember that people reviewing the data will want specific knowledge of paid-search requirements and campaigns. Dent provides a list of dos and don'ts, along with advice regarding questions that may arise.

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