Raise your hand if you don't do Search Engine Marketing. What, no hands raised? Not surprising, is it?
Search Engine Marketing is a key part of any marketer's acquisition strategy, and it has only become more important over the last few years. It is also unique because it tends to be one of the most data rich environment for a marketer. Math. Algorithms. Relevancy. All kinds of sweetness.
Yet very often our Paid Search programs are measured based on easily available, but primitive, metrics such as click through rate (CTR) or cost per click (CPC) etc.
The goal of this session is to highlight practical new ways of thinking about Paid Search holistically. We'll identify valuable metrics you can use, understand how to seize new ways of monetizing how people use search, and finally look outside your own company for opportunities.
Avinash Kaushik is the author of the best selling book Web Analytics: An Hour A Day. He is also the Analytics Evangelist for Google and the co-founder of Market Motive Inc.
As a thought leader Avinash puts a common sense framework around the often frenetic world of web research and analytics, and combines that with this philosophy that investing in talented Analysts is the key to long term success. He is also a staunch advocate of listening to the consumer, and is committed to helping organizations unlock the value of web data.
Avinash works with some of the largest companies in the world to help them evolve their online marketing and analytics strategies to become data driven and customer centric organizations. He recently received the 2009 Statistical Advocate of the Year award from the American Statistical Association.
He is also a frequent speaker at industry conferences in the US and Europe, such as Ad-Tech, Monaco Media Forum, iCitizen, and SES, as well as at major Universities, such as Stanford, University of Virginia and University of Utah.
You'll find Avinash's web analytics blog, Occam's Razor at http://www.kaushik.net/avinash
Anyone responsible for customer acquisition. You could be responsible for Search Marketing or Affiliate or Email or Display. Senior managers responsible for Web businesses, Web marketing and sales professionals will find the session to be highly informative (and likely life changing!).
The session does not require any advanced knowledge of the intricacies of Paid Search. However, you might want to brush up on the subject by replaying our recent seminar, It's All About the Click: Fundamentals of Paid Search Marketing.
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"Great seminar. Lots of concrete tips and tricks to use. Great energy and enthusiasm, and lots of anecdotes to convey points."
"A very good, throrough walk-through of how to measure the different business outcomes against your paid search efforts. Fabulous!"
"For those of us who found ourselves "owning" search when it is not our specialty--this was a great tutorial that wasn't to rudimentary and very applicable."
"I would say that this seminar presented SEM analytics in a clear way and had a lot of information that was new to me that I will be able to use."
"He was not only very knowledgeable - but was very enthusiastic and passionate about his subject -- definitely kept my attention!"