Overview: During the lazy days of summer things move slower and everyone kicks up their heels. But this season while everyone is sipping their lemonade, you’ll soar past your competition when you join us for this high-energy webinar.

-A three-month action plan for squeezing more leads and sales from your current web traffic
-Small changes that can make a big impact to your social, search and email campaigns
-How to kick start a quick marketing optimization program that leads to big results

Ticket Information: Register on website

Venue: Webinar at 1PM EDT

Related posts:

1. Free webinar on AdWords Conversion Products

   By Daniel Peiser - 7 Jun 10 - PPC

2. Landing Page Testing 101: A Quick Start Guide

   By Daniel Peiser - 11 Jun 10 - Events

3. Existem AM Summer BBQ

   By Daniel Peiser - 21 Apr 10 - Events

Overview: Learn how tracking conversions can take you beyond clickthrough rate and help you focus your spend on the ads and keywords that drive sales and leads;
How the data in Search Funnels can take you a step further and tell you which ads and keywords are assisting your conversions;
How Conversion Optimizer can use your conversion tracking data and cost-per-acquisition goals to help you focus your spend on the clicks most likely to convert.

Ticket Information: Register on website

Venue: Webinar at 9am PST / 11am CDT / 12pm EDT

Related posts:

1. Facebook Ad Conversion Tracking features Post-I...

   By Daniel Peiser - 16 Mar 10 - PPC

2. AdWords introduces View-Through Conversion Trac...

   By Daniel Peiser - 5 Oct 09 - SEM

3. The Summer of Conversion: Transform Your Market...

   By Daniel Peiser - 11 Jun 10 - Events

AdWords Conversion Tracking lets you activate the optional View-through conversion reporting column on the Campaigns tab, showing the number of conversions that occurred within 30 days of your display ad appearing on the Google Content Network for which there was no ad click generated.

It’s important to note that only image ads count: search campaigns or text creatives in content campaigns will not be tracked.

View-through reporting data could be very useful in optimizing campaigns and choosing the best suited sites for the ads, but strong criticism has already arisen, pointing out that this new feature could be nothing but a way to cover banner ads’ decreasing effectiveness year after year.

Natural Born Clickers are an endangered species

An interesting study by comScore and Starcom USA shows that in the last two years, the number of internet users who click on display ads halved: from 32% of Internet users in July 2007 to only 16% in March 2009.

What could be easily labeled as banner blindness, is actually, from the glass half full perspective, evidence of the strong interaction between online display advertising and consumers’ search behavior: not only new metrics like the Dwell Time are being introduced to measure the effectiveness of rich media ads, but a study from iProspect shows how internet users perform searches related to ads after being exposed to online display advertising

Search and Online Display Advertising

According to iProspect’s Search Engine Marketing and Online Display Advertising Integration Study, 52 percent of internet users actively respond to online display advertising by clicking on the ad (31%) or performing a search on the search engine (27%).

Wow, impressive numbers. Probably because the numbers themselves don’t add up and need to be taken with a grain of salt, because of the misleading methodology used in the study. Let’s look at the question internet users were asked to answer:

What the results actually show, is that in a 6 month time frame, 31% of the respondents include clicking on ads as one of the possible responses to display advertising (because of the “select all that apply option”).

The study is not actually revealing that “31% of Internet users INITIALLY respond to online display advertising”, because there is no way to measure the times that this particular response occurred compared to the total number of ad impressions in 6 months, therefore it’s impossible to compare the frequency of this particular kind of response against the other options shown in the image below:

Measuring Online Display Advertisement’s power to drive search behavior is an impossible task, let’s be honest about it. IProspect warns marketers that ads on offline channels, as radio and TV, convert online too.

What emerges from all these studies and AdWords View-through conversion tracking, is that SEO, SEM and offline marketing efforts need to be coordinated and harmonic. Not only domain names in display ads need to be intuitive and easily remembered, but offline slogans and online display creatives should be reflected in landing pages’ keywords.

The final lesson in creating Brand awareness through Online Display Advertisement comes from Gene Hackman himself: View-through conversions may not be immediate…

Related posts:

1. Free webinar on AdWords Conversion Products

   By Daniel Peiser - 7 Jun 10 - PPC

2. Facebook Ad Conversion Tracking features Post-I...

   By Daniel Peiser - 16 Mar 10 - PPC

3. DoubleClick Ad Planner Top 1000 sites integrate...

   By Daniel Peiser - 3 Jun 10 - PPC