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Summary

We have covered a lot of ground in this chapter. You chose the scope of your search marketing program, decided what strategy to adopt, and estimated the costs involved. All of these points are critical to your next step: convincing the rest of your organization to approve your program.

In Chapter 7, you chose your first search marketing campaign—one that you believed would be high impact and relatively easy to do. Your first campaign lets you start small, show success, and build from there. Recall that your alter egos at Snap chose digital cameras. We can itemize the costs of Snap's first campaign in Table 8-5. To keep things simple, we assess the costs for the entire central search team and the SEO vendor to our first campaign, but you might want a more complex calculation to spread those costs over multiple campaigns.


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