Start by aligning on key goals and metrics: clarify what success looks like for everyone involved. Use objective data to guide the conversation, focusing on facts rather than assumptions. Encourage open dialogue to understand each perspective—different insights can reveal overlooked angles. Suggest running a small test based on both viewpoints to let the data speak for itself. Finding common ground is easier when you approach it collaboratively, with data as the neutral decision-maker.

We had it often, regardless always agree with what client expects as delivery. Sometimes it's against the core funnel approach. Sometimes it's just not how PPC works. And experienced SEM experts might face a lack of flexibility. Well, it's on the project manager side to alert when account managers aren't following due to their pro vision. Even so it's not rigid, but very logical and even basically correct, we need to be inline with client vision as well.

In my experience, when there is an issue or debate over data analytics it's best to take a unified team approach. Allow team members to present their analysis and insights and give an opportunity to examine any discrepancies objectively. Make sure to review the data sources to ensure transparency and accuracy. From there, we can outline actionable next steps, which may include conducting further analysis to address any remaining concerns and ensure data integrity. This method fosters a balanced and unified resolution while leveraging the strengths of the entire team.

When stuck in a debate over SEM data analytics results, I focus on finding common ground by fostering open communication and aligning on shared goals. First, I encourage the team to clarify the objectives we’re trying to achieve, whether it’s conversions, CTR, or ROI. Then, I ensure we are all interpreting the data consistently, addressing any differences in methodology or metrics. By reviewing the data together, discussing different perspectives, and focusing on facts rather than opinions, we can identify patterns and insights that support a balanced conclusion. Collaboration and transparency help turn disagreements into opportunities for deeper understanding and better decision-making.

Aligning with the client’s goals and expectations is essential. SEM professionals may sometimes become too focused on technical 'best practices,' which can make flexibility a challenge. By starting with the client’s goals and building KPIs that align with those objectives, you can create a strategy that stays in sync with the client’s vision. Combining this alignment with a healthy dose of expertise ensures we deliver results that not only meet the client’s needs but also keep everyone on the same page.