• PPC Blog , Monday, August 11, 2008 2:30 PM

Gordon Choi outlines the roster of players that any in-house search marketing team should have in order to be both competitive and effective. There are seven roles, ranging from overall account management to technology specialists, each bringing a particular advantage to the team.

First up is the head of PPC or account strategist. "This role oversees the entire PPC operations and is responsible for the overall strategies," Choi says. Morevoer, the head of the PPC takes the reins in terms of ensuring that paid search is integrated into the company's overall marketing mix.

Meanwhile, the campaign manager "works with all members of a PPC team and involves in the setup, optimization and maintenance of PPC accounts," Choi says. "He/she is responsible for monitoring account budgets and ensuring the correct daily/monthly spending." Other roles include a copywriter, data analyst, a software engineer and in some cases a keyword database analyst. Choi also says that with the increased usage of the mobile Web and online video, there may be a need for a graphical search specialist.

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