For each metric on the right, we have several levers that we can use to move them in the direction we want them to go (up). The most important thing an acquisition marketer should focus on is their bid strategy.We need to make sure your message is consistent across all channels” David politely said, “Thank you.” and he hung up. He called around town and asked the following question: If you were to take over our paid search program, which of the following items would you focus on first? Ad Copy & Messaging Landing Pages Bid Strategy The answer from one local shop (not us), was: “Definitely ad copy and messaging. A couple of years ago, when David Kennedy, our current VP of Digital Advertising was managing Paid Search for a major retail brand based in Seattle, he was looking for someone to consult on their strategy.And more like moneyball – it’s about the math and the data.
