Meeting Archive:
How to Build a World Class PPC Team

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Meeting Description:

A great paid search team can make the difference between okay results and rapid business growth. But how are today’s CMOs and VPs of Marketing are supposed to build highly effective and accountable teams when they face intense challenges:

  • Paid search talent is hard to find
  • Paid search is changing at an incredible pace
  • It’s hard to know if a campaign is truly optimized. Could the ROI be higher? Could volume increase?

In this webinar, you’ll hear two case studies of companies who have created world class paid search teams and, most importantly, improved profit:

  • Ian Lurie – President, Portent Interactive 
  • Drew Fortin – Senior Manager, Internet Marketing,

You’ll learn why it’s critical to:

  • Hire a complementary mix of creatives, technologists and analysts to meet the demands
  • Build cross-functional teams with complementary skills
  • Create an infrastructure of tools and technologies to leverage the team

Ian Lurie
, President, Portent Interactive
Drew Fortin, Senior Manager, Internet Marketing,
Alli Libb, Moderator, American Marketing Association

Date: Tue, Mar 29, 2011
Time: 12:00 PM CDT
Duration: 1 hour
Host(s): Alli Libb
 Presenter Information
Sponsored by Click Equations
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ClickEquations is the first intelligent paid search platform for large advertisers and agencies. ClickEquations offers complete 3-engine management, bidding, and reporting plus intelligent extras that make life easier. Read more online at

Ian Lurie, President, Portent Interactive
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Ian Lurie is Chief Marketing Curmudgeon and President at Portent, an internet marketing company he started in 1995. Portent is a full-service internet marketing company whose services include SEO, SEM and strategic consulting. He started practicing SEO in 1997 and has been addicted ever since.


Ian rants and raves, with a little teaching mixed in, on his internet marketing blog, Conversation Marketing. He recently co-published the Web Marketing for Dummies All In One Desk Reference. In it, he wrote the sections on SEO, blogging, social media and web analytics.

Drew Fortin, Senior Manager, Internet Marketing,
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As Senior Manager of Internet Marketing for Compete, Drew Fortin is responsible for strategy and execution of online marketing initiatives, including affiliate, email, paid search, and social media. Before Compete, Drew spent five years working for the office supply giant, Staples, Inc. where he had the opportunity to manage multiple online marketing channels for, including SEO and comparison shopping engines. You can find him on Twitter @fortin or connect with him on LinkedIn at