Commentary

"The Program Was Too Large": The Logic Of Bringing Search PLAs In-House

Why do brands take their performance advertising from an agency or other third parties in-house? For L.L. Bean, the sheer size and importance of their search product listing ads, the need to be fleet, to integrate the data and analytics, to manage margins and inventory all played a role in their massive project to take control of their search engine destiny. At the recent MediaPost Search Insider Summit, Patrick Kelleher, Manager, Paid Search and Shopping Engine, L.L. Bean outline in great detail the rationale and results of a project that is not for the feint of heart.   



Find the rest of this session, and more, at our Search Insider Summit Agenda page.

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