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Yes, it seems like they didn't handle that part of the job properly. From what I read, it looks like they provided an SEM agency with a pre-chosen list of keywo
by davidivadavid 8y ago
Yes, it seems like they didn't handle that part of the job properly. From what I read, it looks like they provided an SEM agency with a pre-chosen list of keywords. That doesn't seem like a good idea when you have little experience with paid marketing. In fact, I'm surprised the agency didn't push back to suggest they do that research.
- igordebatur 8y agoThere was a pre-chosen set of keywords and the research as an ongoing process involving the agency. We would quickly trim the set, exclude irrelevant words, etc. The insight we got was that we should advertise product value props rather than test keywords at scale. The research that wasn't in place was the one matching value props with different keyword sets. I mean we scratched the surface of it, but scaling things up was too early in the process.