Search Marketing Analytics - Why the "Middle" Matters
Evan LaPointe; Director of Client Performance, Search Discovery
About this talk
Search engine marketing has proven itself time and time to be one of the fastest, most measurable, and most profitable forms of marketing many companies have ever seen. But like all marketing and advertising before PPC and SEO, there is a lot that can be done to make it even better.
Businesses typically judge the book of search marketing by its covers, cost and return, without ever really acknowledging what's happening in the middle. There is an experience connecting these two points that is the chief determiner of the success of any marketing campaign. That experience is called your site.
Join me as we discuss some simple ways to diagnose and correct problems on your site that will have a significant impact on the performance of your search marketing campaigns. From landing pages to shopping carts, we will walk through simple examples of how sites can be improved to offer your customers the experience they expect.