Getting More From Large, Complex Paid Search Campaigns: Increasing ROI Through Keyword Analysis and Optimization
Thursday, September 4, 2008 - 1 PM EDT (10:00 AM PDT)
Steven Kaufman, SVP, Media Director, Digitas & Roger Barnette, President, SearchIgnite
Webcast Details
Understanding the relationships between keywords in your paid search campaign is essential to proper keyword bucketing and campaign optimization. Few marketers know the full impact of the keywords leading up to a conversion because they tend to only measure the last click before consumer converts. Other clicks that preceded the conversion generally don’t receive any credit for accomplishing the conversion. Understanding these assisting relationships can lead to differing optimization techniques for different keyword buckets (Head Terms, Tail Terms, Brand Terms, Top/Bottom of Purchase Funnel, etc.)
In this webcast, Steven Kaufman will show you how to more accurately measure the value of your keywords by analyzing the role they play in the entire customer search cycle - from generating interest up to a conversion. Roger Barnette will follow this with a brief case study/report outlining a real-world example of how proper optimization of assisting keywords can increase ROI. Attend this webcast to learn how properly valuing the impact of all keywords across paid search can materially improve the ROI of your search marketing campaign and improve campaign efficiencies.
Attend this webcast and learn:
- Why it is important to understand the value of “assist” keywords and all clicks leading up to a conversion
- How to measure the value of all keywords within your portfolio
- When to use differing optimization strategies including Portfolio Optimization, Keyword Position, or Day Parting
Sponsored by SearchIgnite
This webcast is sponsored by SearchIgnite, a leading provider of search management and media optimization technology. SearchIgnite simplifies large cross-engine search campaigns with one central platform for managing, optimizing and tracking complex keyword portfolios in real time. Marketers who use SearchIgnite have full transparency and control over their campaigns, as well as flexible bid management capabilities including manual bidding, rules-based bidding and portfolio optimization. Some of the world’s largest brands and advertising agencies depend on SearchIgnite to simplify and maximize the performance of their paid search campaigns. For more information, please visit www.searchignite.com/
