Search Engine Marketing Metrics and Myths (SEM Metric & Myths)
Venue: San Jose McEnery Convention Center
Location: San Jose, California, United States
Event Date/Time: Aug 22, 2008 | End Date/Time: Aug 22, 2008 |
Description
* You will understand how using metrics like cost-per-acquisition (CPA), conversion rate, revenue, orders, leads, cost per lead (CPL), return on ad spend (ROAS), and click through rates (CTR) are flawed metrics that can mislead organizations into believing they are making profitable decisions
* You will learn how the current model of assigning sales credit to the last ad that was clicked is a completely flawed method
* You will learn how to tie offline orders that happen over the phone to online ad campaigns
* You will learn to connect back office systems to your online advertising, so those that do not sell their products online can still measure their ads effectiveness in terms of ROI vs. judging ad performance on the cost of leads
* You will learn techniques for measuring the lifetime value (LTV) of customers and how to allocate the LTV to online advertising
* You will learn the proper technique for measuring the performance of your ad text
The bullet points above will provide each participant with new insight into how to assess their ad campaigns more accurately. This information will make each participant a better marketer and will give them a competitive advantage over their peers and companies that compete in their space.
AGENDA
1. The Metric - What is the best metric to use to measure online advertising performance?
2. The Measure - What are the proper ways to measure online ad performance?
3. The Method - What is a proven method for the continuous improvement of online ad campaigns?
4. The Tools - How to select the proper tools, agencies, and personnel to ensure optimal performance with online advertising