Vice President of Media Services
Remarketing is a proven tactic for increasing performance. Paid search is a highly effective and efficient marketing channel. Google is now combining both in so marketers can reach the best users, right when they are most interested in acting.
Understanding consumer intent and tying those intentions to specific content and KPIs helps attract additional searches, create relationships with new prospects, and grow the value of search beyond a “bottom of the funnel” sales collection agent.
While conversion optimization on the “demand side” is critically important, you will only be able to squeeze the juice so much – eventually it will run dry. Optimizing the “supply side” allows your campaigns to continue to grow and succeed.
The Scientific Method is alive and well within the digital marketing and is a powerful tool in driving performance. Hypotheses and predictions begin to show what should be tested, whereas characterizations and experimentation show how to test.
How do you optimize a keyword toward multiple goals? What do you do when a keyword converts well for one action (such as sales) but poorly for a second goal (such as newsletter sign-ups)? The answer is a Blended Action Model, or BAM!
Credit card companies and savvy direct marketers know the importance of optimizing campaigns toward acquiring the right type of customer: those who buy more frequently, or buy larger ticket items. Here’s how SEMs can leverage this concept.
It is often said that Demand Side Platforms bring the search marketplace to the display media landscape. If DSPs look, feel and act like a search campaign, it makes sense to leverage your search team’s unique skills to manage your DSP campaigns.
To begin quantifying attribution, start by determining the model by which you’re most comfortable attributing success and understanding the factors that impact the value of each touch. Once values are agreed upon, you’re off to the races!
If you’re ready to begin seeing the “true value of media performance” and get the most out of your digital budget, you need to know how to get this boulder moving… And fast. Your boss expects results this quarter! Now what?
