Originally tasked with relaunching Defenders, Inc.’s paid search programs, Chacka Marketing has since helped develop the advertiser’s expertise to bring management in-house. BACKGROUND Defenders Inc. is one of the largest home security companies in North America, professionally installing security and monitoring systems in homes nationwide. Defenders selected Chacka in 2015 to relaunch its paid search programs and help establish advanced tracking and integrations across systems to tie inbound phone calls back to paid search click activity. Once the program was launched and integrated, efforts began to equip Defenders with the necessary knowledge to bring SEM management in-house. CHALLENGE Defenders sought the most effective way to internalize paid search efforts while retaining hist

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