What You Will Learn:
Where video, display & mobile should fit into your media mix
How awareness-oriented media boosts paid & organic search performance
Why landing page testing needs to be part of your media strategy
How to develop an effective A/B testing roadmap for your website
Tuesday, April 14, 2015 | 9:00 a.m. - 11:30 a.m.
Diamond View Tower, 15th Floor - Ultimate Skybox
350 10th Avenue
San Diego, CA 92101
Purchase tickets today!
Make the Most of Your Media Dollar: Pairing Multi-Channel Advertising with Conversion Rate Optimization for Better Results
Historically, it has been understood that search marketing is the lynchpin of any advertiser's digital marketing plan, and, subsequently, that every dollar spent on media should lead to positive results. However, many media plans lack scalability, or even worse, they don’t consider the end-to-end customer experience. This means that you aren’t reaching buyers throughout the purchase funnel, your website is converting only the most primed consumers, and ultimately, your media spend is being wasted. The solution? A multi-channel media campaign that includes highly-targeted search, display, and video ads, along with continuous optimization of landing pages and conversion funnels.
Improving your conversion rates will mean that you can afford to spend more per impression/click, while maintaining the same cost per conversion. With extra budget in hand, you can maximize available search marketing inventory, and scale up with awareness-oriented campaigns. Even better, this multi-channel media mix creates a virtuous cycle, because increased awareness and traffic lead to more brand searches and larger remarketing inventory.
By connecting better media planning techniques with A/B testing, your ad spend can deliver better outcomes than ever before. Our panel of experts, featuring Google and Red Door Interactive, will give you usable secrets for turning $1 of media into $2.