My latest Watchdog is out: Paid Search Documentation: Top 3 Checklist For Advertisers

Search marketing has always been a bit of an informational black box from an advertiser point of view, and the practice of it has always been a bit of a priesthood – complex, esoteric, shrouded in dense acronyms and performed by people remarkably bad at explaining what exactly we do. Add to this that understaffing is commonplace, turnover is frequent (even outside of a pandemic year, when agency staff cutting may not be swift to reverse), and search accounts have a lot of moving parts all operating in real time. This is incidentally where a Paid Search media audit can help – assuming it is conducted appropriately and that key action items are carried out expediently.