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It Takes a Village: Double Your Paid Search Revenue by Smashing Silos [MozCon 2018] — Amy Hebdon
Skyrocketing paid search revenue is within your reach, but it's likely outside the control of your paid search team. Good keywords and ads are just a few among many cogs in the conversion machine.
The truth is, the success of the entire channel depends on people who don't even touch the campaigns, and may not even know how paid search works!
We'll look at how non-paid search roles like design, analyst, UX, and PM can directly impact paid search performance, common issues that arise when multiple marketing roles are involved, and how to immediately fix those issues to improve ROI and revenue growth.
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