Although search engine ad reps are supposed to offer help to both advertisers and search marketers, they're also incentivized to persuade advertisers to work directly with them, bypassing search marketers. This conflict can cause tension between search marketers and ad reps, but there are ways to manage awkward situations, according to a panel of search marketers who discussed the topic at a recent Search Engine Strategies conference. Guest writer Heather Lloyd-Martin covered the session for today's SearchDay article, Search Engine Ad Reps: Friend or Foe?.
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