When being asked to coordinate and work with Paid Search teams more - what should that look like?
We have different accountabilities.
What do you recommend and how do both teams act on it?

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Unless you have a shared goal of total search traffic or total cost per search click this always fails. It’s impossible to coordinate if clients still measure them in silos.

Ultimately it means turning off brand terms where nobody else is bidding and you rank #1 and re allocating that spend into more upper funnel or competitive terms where you don’t rank in seo. Those won’t perform as well though, so it’s important to choose the right combined metrics to truly measure the impact.

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^^ This is the way. But I’ve found it’s hard to get people on the paid side to turn off brand and so higher funnel stuff because it messes up their ROAS. If you can split into two budgets 1) conversions and 2) awareness, it makes it a lot easier.

Depends on the goals of the client. In my experience, when SEM works in tandem with SEO, changes were made to the websites that benefited both paid and organic presence on the SERP in addition to other recommendations from both teams. I can’t speak to the SEO side of things but usually when this happens, it helps improve efficiencies for SEM as quality score improves among other things. Def set meetings to level set expectations and figure out where both teams need to contribute and where you can push and pull from if needed

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