Speaking at SMX Stockholm
Ian Lurie Oct 24 2007
I’ll be focusing on reducing waste in PPC campaigns – particularly PPC campaigns without clear conversion goals. If you’re a publisher who counts on user engagement, rather than sales, leads or signups, this will be particularly relevant to you. Here’s my blurb so far:
PPC Waste Management: Cost Reduction and Efficiency
Paid search marketers spend a great deal of time focused on conversion: Minimizing cost per sale, maximizing conversion rates, etc.. But what do you do when your site doesn’t have a clear conversion goal? Or if you’re focused on engagement and branding? These kinds of campaigns are typically very inefficient, and more vulnerable to fraud.
I’ll review options for tracking and removing wasted clicks from your PPC campaign through analytics, and what to do if you can’t install an established analytics package.”
Your comments and feedback are welcome…
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More