Event Date/Time: Aug 22, 2008
End Date/Time: Aug 22, 2008
At the end of this training, each participant will have a clear understanding of how to properly assess online advertising performance.
* 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.
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
Adam Goldberg is an ex-Google Insider who started Google's Inside Sales team in NYC in 2003. His team was responsible for selling AdWords and other Google products to small to medium sized businesses, and managing and optimizing their campaigns. While at Google, Adam learned about the overwhelming challenges that advertisers face in terms of managing, analyzing, and optimizing their online ad campaigns. Adam realized that technology could solve a lot of the challenges online marketers had to deal with. Adam put together several technical solutions that Google could offer to help their clients. Unfortunately, several of his ideas were unable to be executed upon by Google. Therefore, he looked outside Google's walls to see if his ideas had enough merit to start a business of his own. In 2006, he left Google to start ClearSaleing. Adam, along with his partners, raised several million dollars and developed a technology that is used by several Fortune 500 companies, as well as over a dozen members of the Internet Retailer 500. This technology is based on a unique methodology he developed to best assess online advertising performance, so that marketers can properly allocate their limited ad dollars. ClearSaleing, in addition to being an advertising analytics provider, is also a full-service interactive agency that manages campaigns for several Fortune 500 and Internet Retailer 500 companies, such as American Greetings, BMW, and Nationwide. Prior to working for Google, Adam lived in San Francisco where he was the Eastern Region Sales Manager for Actuate Corp, the leader in Enterprise Reporting and Performance Management applications and, prior to that, Adam was a Major Account Executive with Oracle Corp. in Redwood Shores, California.