Session Information
25th Annual ACCM Conference
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Measuring PPC Search as Part of the Marketing Mix
Track
:
Web & Email Marketing
Program Code:
191
Date:
Tuesday, May 20, 2008
Time:
10:45 AM to 12:00 PM
EST
Location:
Osceola 3
SPEAKER
(S):
Click the plus sign to see more detailed information
about each speaker.
Click the plus sign to see more detailed information
about each speaker.
Description
This session will break down a successful paid search campaign into three phases.
1) How to structure ad groups and writing ads to target your audience.
2) Treat each keyword like its own business — it should be profitable.
3) Track entire click-paths to the sale, including users who perform multiple searches before converting and users who interact with multiple forms of media before converting.
You will learn:
- How Brookstone grew their campaign from a couple of
keywords to tens of thousands
- The importance of each keyword in relation to profitability
- The tools that can help marketers measure entire
click-paths to conversion
1) How to structure ad groups and writing ads to target your audience.
2) Treat each keyword like its own business — it should be profitable.
3) Track entire click-paths to the sale, including users who perform multiple searches before converting and users who interact with multiple forms of media before converting.
You will learn:
- How Brookstone grew their campaign from a couple of
keywords to tens of thousands
- The importance of each keyword in relation to profitability
- The tools that can help marketers measure entire
click-paths to conversion
This session is a part of: