This unique workshop will explore the complicated process of determining the best and most cost-effective way of managing your search engine marketing. The first half of the workshop will focus on search management issues faced by medium to large paid search advertisers who use a marketing agency to manage their campaigns. Some of the issues to be discussed include best practices for managing the retailer-agency relationship; pros and cons of various agency fee structures; audits, tracking, and performance reviews; and key contract clauses. The second half of the workshop will focus on how smaller paid search advertisers manage their search in-house including the in-house vs. out source decision; retaining in-house search marketing analysts; and tracking and bid management options.