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The Truth About Pay-Per-Click Search Advertising by Kevin Lee

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Truth 31. In-house versus outsourced SEM: The CMO’s guide to the outsourcing debate

Should marketers manage search in-house or outsource it? Conference sessions are devoted to this question, research analysts weigh in about it during briefings, and white papers have delved into it. Some in the SEM agency community and some in-house SEM practitioners are engaged in a war of words over this point. Complicating the picture: campaign-enhancing technology, including bid management, landing-page testing, click segmentation systems, and supporting web analytics.

Perhaps each side is solidifying its career prospects. Reality lies far from the rhetoric presumably aimed at CMO, marketing VPs, and the executive suite in general. After all, the ...

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