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E054 - Paid Search 101 (For Lenders) - With Ross Cohen, Former COO (Field Productivity) at New York Life
Search is often just 10% of a lender's marketing mix — but Ross Cohen makes the case that it's the most powerful channel for experimentation and the best "shock absorber" when direct mail or affiliates come up short.
Ross, an advisory partner at Arica Consulting with 20+ years running search across Capital One, New York Life, FrontPoint, and Greenlight, has evaluated search agencies from every angle — client, operator, founder, and agency owner. In this deep-dive with Carlos, he shares the exact questions a non-technical CMO can ask to separate the pros from the pretenders.
We cover:
Why…
The skinny
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