B2B PPC Optimization: Thought Leadership with Terry Whalen of CPC Search
Modern B2B Marketing
JULY 23, 2009
The next interview in the B2B Marketing thought leader interview series is with Terry Whalen, a partner at CPC Search , a full-service SEM agency that optimizes PPC campaigns on behalf of its clients. Prior to running CPC Search, Terry led marketing initiatives at Citrix’s GoToMyPC, and before that he received his MBA from UC Berkeley’s Haas School of Business. It’s relatively easy to measure revenue via Google AdWords using a ‘purchase’ conversion tag that passes through dynamic revenue variables to AdWords reporting. Where can you usually find some quick wins?
Challenges To Inbound Campaign Analytics In B2B Environments – Search to Revenue™
JULY 26, 2016
You have a Marketing Automation Platform (MA) and a Customer Relationship Management (CRM) software? You want to see the results in the reporting engine of the CRM, because that is where inbound leads get connected to pipeline and results? and your CRM, and help cut through many of the challenges you will face in making it all work. Medium: CPC, email, etc.
How To Measure Paid Media ROI (ROAS)
AUGUST 22, 2016
This results in an easy to measure cost per click (CPC) calculation. If they are being held to a lead goal, they want to know how much they are paying for leads, not clicks (CPL vs. CPC). Through proper tagging (UTM parameters) or through ad network integrations, many B2B marketing analytics are able to track traffic from channels or campaigns and properly attribute lead generation.
Unveiling The Pipeline Marketing Technology Stack
OCTOBER 13, 2015
In the B2B marketing world, AdWords is a near ubiquitous paid channel. The technology involved in paid channels includes audience targeting through various social, search, and display networks (think: leveraging affinity groups on AdWords or targeting by job skills on LinkedIn). Each marketing channel also comes with its own channel analytics. Web analytics has the answer.