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Questions Paid-Search Managers Should Ask

Melissa Mackey gives us a list of questions that paid-search managers should ask their client or employer. Aside from doing keyword research, setting up ad copy tests, and managing bids, paid-search marketers should ask questions that help to determine the client's goals, educate them on key products and services, and target audience. Don't forget about cross-selling, up-selling and sending the correct message. One of the more important topics the two should discuss: cost per conversion. Aside from paid-search keyword pricing, clients should know how much each consumer costs to convert.

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