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Hello, my fellow search industry friends.
I hope this article can help distract you for a few minutes and give you some respite while reminding you that not all elements of your search engine marketing (SEM) accounts are the same and thus need different measurements.
For those that watch, follow, and/or troll my Twitter account, you’ve seen me on #ppcchat bashing things like Pmax, Auto-Apply Recommendations, and Google Analytics 4 (GA4).
(That’s in addition to my usual rants about the New York Jets and social commentary on the Real Housewives franchises.)
But after 17+ years in the SEM industry, I can no longer be silent about a topic that has been bugging me for a long time: being able to identify reputable SEM marketers vs. the dime-a-dozen hacks that also exist.
Full disclosure: I am not a “guru” (I truly hate that term), nor am I the best thing since sliced bread in the SEM industry.
But I’ve been around long enough to identify what it takes to build a great SEM team while also identifying those who likely lack the skills and might cause you more pain than they will help you.
“But Jon, why should I listen to you?”
Well, what makes me qualified to tell you what you should be looking for in an SEM team (or even just an individual) is subjective.
I feel somewhat qualified to provide insight, having...
Read Full Story: https://www.searchenginejournal.com/sem-operation/460458/
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