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Frank Approach: Perspectives from Point It's President

Putting Profitability First in Digital Programs

I just got back from my annual trip to the Google Partners’ Summit. It was part of Google’s Live Marketing event in San Jose, and there was a palpable difference from previous years.?There were the usual themes of AI and Machine Learning, and a lot of attention on the newly announced Google Marketing Platform which looks very exciting.?But for me, the standout was an emphasis on putting profitability first in digital programs, especially in PPC.

Hallelujah. Finally.

Event Recap: Thinking with Google About PPC Profitability

Common metrics used to judge the success of marketing efforts—such as cost per acquisition (CPA) and return on ad spend (ROAS)—can prove to be short-sighted and ineffective. Even though CPA, ROAS, and other front-end metrics may be what the C-Suite is used to, evolving the conversation to profit-based measurement can lead to better results. Profit optimization is not as easy as flipping a switch; marketers have the challenge of sharing the message and convincing leadership that it can create results. Last week, we hosted a seminar with Nick Danford, Agency Development Manager at Google, and Maddie Cary, Point It’s Vice President of Client Services, to talk about PPC profitability.

Interview with Google: The Importance of Paid Search Profitability

I recently had the pleasure of speaking with Nick Danford, our guest expert at Point It’s upcoming?Thinking With Google: PPC Profitability event on the Google campus. Nick works with Google’s Global Business Organization, where he drives performance-based strategy and crafts AdWords solutions with some of the department’s most strategic, digital agencies. I challenged him to help me understand how paid search can help a marketing department grow into a digital advisor to the larger business, and wanted to share the highlights of our conversation.

Is SEO Brand Strategy the missing piece of your marketing approach?

Is SEO Brand Strategy Your Missing Piece?

The importance of the customer-facing work that goes into brand management is clear. Your organization has likely cultivated its look, voice, and mission over time — and carefully guards those elements to maintain credibility with its customers. But sometimes all of that effort still doesn’t translate to conversions: maybe traffic isn’t coming to your website, or maybe the traffic you’re getting is brief and unproductive. Have you given any thought to how SEO brand strategy plays a part in your success?

B2B Paid Search Funnel

The Challenges of B2B Paid Search

To understand?the complexities of B2B paid search, it’s imperative to know?how the lead funnel works, for it presents unique challenges for advertisers.
?The?funnel?is a concept that explains the process by which you?obtain valuable customers.

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