Search Marketers vs. Search Engine Ad Reps

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?

About the author

Chris Sherman is a frequent contributor to several information industry journals. He's written several books, including The McGraw-Hill CD ROM Handbook and The Invisible Web: Uncovering Information Sources Search Engines Can't See, co-authored with Gary Price. Chris has written about search and search engines since 1994, when he developed online searching tutorials for several clients. From 1998 to 2001, he was About.com's Web Search Guide.