As the world of online marketing has grown, so have the number of companies that develop advertising analytics technologies to meet the needs of online marketers. These technologies fall into two camps: those that provide their own tracking code for you to implement on your site, and those who rely solely on pulling data from the API’s of various ad sources, and thus, do not require you to put tracking code on your site. Before you get ‘wowed’ by the ease of the implementation of the API based tools, it is important for you to know the limitations these products have.

1.THEY CAN’T DO PURCHASE PATH

• What Does This Mean? They cannot correctly attribute profit to all the advertising sources that generated a sale. Purchase Path is also known as attribution management, which is the ability to track all of the ads that were involved in a conversion vs. only crediting the very last ad clicked.
• Why Is This Important? Purchase Path is the next major evolution in the world of online marketing. By giving credit to only the last ad clicked, you severely overvalue the importance of that ad and completely undervalue the impact that the introducing (1st ad clicked) and influencing (not the first or the last ad clicked) ads had on a conversion. By using Purchase Path, you get an accurate view of the impact of your online advertising.
• Why Can’t You Do This With An API-Only Tool? API based tools only know about clicks that they generate and they cannot relate clicks between different advertising sources. If your customer clicked on a Yahoo ad, then clicked on a Google ad, Google will not be able to show that the Yahoo ad contributed to the sale (or a banner, or email, or any other advertising source you are using).

2.THEY CAN’T TIE SEARCH TERMS TO KEYWORDS

• What Does This Mean? They can’t tell you which exact keyword phrases are resulting in visitors to your site. You need to be able to see what search term resulted in your keywords being triggered, so you can more effectively purchase keywords targeted to your business.
• Why Is This Important? If you identify a search term that is not the same exact phrasing as your keyword and results in a profitable conversion, that would make a great keyword to add to your campaign. Without having an onsite tracking technology, you will never be able to tie the search terms to keywords to profitable conversions, so you know when you have another great keyword to add to your campaign.
• Why Can’t You Do This With An API-Only Tool? Some of the search engine’s do provide search term reports that give you a list of search terms that triggered your phrase and broad match keywords, however, they will not tie the search terms to the exact keyword that was trigged, nor can they tell you if that search term produced a conversion (let alone profitable conversion), whereas an onsite tracking technology can provide this.

3.THEY CAN’T TRACK THE TRUE PROFIT CONTRIBUTION OF EACH AD

• What Does This Mean? In order to track the true profit contribution of each online ad, you need to know which items were in the shopping cart if the sale happened online or have the ability to integrate to the back office if the sale occurred offline. This allows you to apply the true margins of each item sold vs. using an average margin, so you can then subtract the Cost of Goods Sold (COGS) from the retail price, and then back out the cost of advertising to get the true profit contribution of each ad.
• Why Is This Important? Profit is the only metric that does not lie. Since the ultimate goal of any marketing endeavor is to directly or indirectly increase profit, you should be measuring your ads in terms of true profit contribution to get the most accurate understanding of an ad’s performance. Other commonly used metrics, like CPA, revenue, ROAS, CTR, sales and leads, can all appear to be trending in the proper direction, but that does not mean they are also generating profit, which again is the ultimate goal.
• Why Can’t You Do This With An API-Only Tool? Advertising sources have no knowledge of your COGS, they do not know which products were in a cart, nor do they have the ability to link to your back office to track offline conversions. If your goal is to drive profit, you won’t be able to do that accurately unless you have an onsite tracking technology.

4.THEY CAN’T SEE WHAT PRODUCTS YOU REALLY SOLD

• What Does This Mean? It’s nice to know that you received conversions, but it’s more actionable to know exactly what you sold with each conversion.
• Why Is This Important? We’ve already discussed how knowing the products you sold allows you to calculate true profit, but there are other values as well. A major web analytics provider did a study that says 44.12% of online purchases from online ads are for products unrelated to the ad. Therefore, if you assume that a keyword that’s related to a specific product always sells itself, you will be wrong on that assumption 44.12% of the time, according to the study. By being wrong, you will either overvalue or undervalue the performance of that keyword because the assumption going in is flawed.

  Another value that comes with tying the actual product sold to the conversion is that it opens up new marketing opportunities. For example, if you find that people that click on ads for peanut butter often buy jelly, you could market to people that bought peanut butter or jelly an offer for the complementary product, or you could recommend on your site that they add a complimentary product.

  Many marketers like to use CPA as a metric, but the inherent flaw of CPA is that people assume that a keyword is going to generate x revenue per sale and set their CPA based on the revenue and the assumed margin. Because 44.12% of online purchases from ads are unrelated, your assumption becomes flawed the moment they buy a product that is not what you assumed they would purchase.

• Why Can’t You Do This With An API-Only Tool? By not making assumptions about what a product will sell, and allowing an online technology to tell you what exactly that ad sold and exactly how profitable that ad is, you can set a much more accurate CPA that is not based off assumptions.

5.THEY CAN’T TRACK OFFLINE ORDERS

• What Does This Mean? Sophisticated online tracking technologies often have the ability to track offline orders by being able to track phone orders and tie them to online ads, as well as track orders from your back office (CRM, SFA, ERP, etc.) to online ads.
• Why Is This Important? This is extremely important to companies that are doing lead generation and for companies doing over 10% of their sales over the phone. In order to make accurate decisions about your advertising, you need to account for all of the conversions happening online and offline. If you solely base your optimization decisions on what happens online and ignore the impact of what happens offline, you can’t possibly make accurate optimization decisions.
• Why Can’t You Do This With An API-Only Tool? Again, API solutions are only as good as the data. No API based solution today tracks phone calls or has the ability to integrate with your back office.

6.THEY CAN’T TELL YOU WHICH AD RESULTED IN A SALE THAT OCCURRED TODAY

• What Does This Mean? Advertising sources assume that conversions that occur today are a result of ads clicked-on today. The reality is that conversions that occur today could have been from ads clicked days, weeks, or months ago.
• Why Is This Important? To make accurate optimization decisions, you need to give sales credit to the ads that actually did the work, not the ads that were just clicked on the same day as the conversion. If your ultimate goal is to increase profitability by working your “winners” and killing your “losers”, and you are not accurately doing this, you could be killing your “winners” and working your “losers.”
• Why Can’t You Do This With An API-Only Tool? Search engines always give credit to the ads on the day that the conversion takes place.

7.THEY CAN’T TRACK AD SOURCES THAT DON’T HAVE THEIR OWN TRACKING

• What Does This Mean? API based tools only work when an advertising source has an API.
• Why Is This Important? Many advertising sources lack API’s, such as comparison shopping engines, email, affiliate programs, banner, etc. Onsite tracking technologies do not require an API to provide the information you need to make optimizations on any online advertising source.
• Why Can’t You Do This With An API-Only Tool? The API based tools on the market almost all focus on search because they are the ad sources that offer an API. If your advertising mix involves ad sources outside of search engines, then these types of technologies will not completely address your needs.

8.THEY CAN’T DISTINGUISH DUPLICATE CONVERSIONS REPORTED BY MULTIPLE AD SOURCES

• What Does This Mean? Since these tools rely on conversion tracking across multiple search engines, they will record duplicate conversions when a customer has visited your site from more than one advertising source.
• Why Is This Important? To accurately measure the effectiveness of your advertising, you cannot rely on a tool that reports duplicate order counts since it cannot distinguish visits from the same user from different advertising sources.
• Why Can’t You Do This With An API-Only Tool? Each advertising source wants to take as much credit as it can for a conversion. An API tool can only report on what each advertising source is telling it and cannot de-duplicate the conversion events, thus over counting them.

When looking at providers of advertising analytics tools, it is important that you understand the limitations of API-only based tools for all of the reasons stated above. In addition, if you use an API-only based tool, you’re going to have to implement conversion tracking from each source (when available) to get the most value out of their API, or you may have to implement Google’s advanced conversion tracking that can work across ad sources, but you still won’t know about the Purchase Path’s, which products were sold, your true profitability, etc.

Remember when you used to navigate to a Web site by typing the URL into the address bar? You’d start by typing ‘http://www.xyz.com’. Then, you evolved and skipped using the ‘http://’ and just entered ‘www.xyz.com’. Now, you simply go to the search engine of your choice and type the company name you are looking for.

Why did this happen?

1. People Trust Search Engines To Deliver Accurate Results

Back in the day, search engines weren’t as reliable as they are today. Five years ago, if you searched for a company’s name, you’d be lucky if the first listing in the search results was the company you were looking for. Today, this is not the case. When you search for a company name, you can almost guarantee that the very first search result will be the company you are looking for.

2. The Rise of Toolbars

Most Internet users today have a toolbar with a search box installed on their computer. Since the trust in search engines to deliver accurate results is at an all-time high, it’s understandable that people with toolbars are going to be more likely to use the search box right in front of them, rather than type in a lengthy web address.

Another reason for the rise in toolbars is that all major search engines have toolbar offerings of their own. The reason for this is that they want to encourage you to use their search box on their toolbar because they then have the opportunity to make money, whereas they do not have the opportunity to make money from use of the address bar.

3. Homepages are Search Engines

Most people today have a search engine set as their homepage; therefore, access to a search box is never further away than clicking the home button. Since getting to a search box is so easy, people use it more frequently than they would an address bar.

So What Does This Mean to Search Engine Marketers?

If you ask any search marketer what their best keyword is, they almost always tell you it is their company name or a derivative of that, i.e. branded terms. So why do branded terms make such great keywords?

When people buy online, they often require more than one visit to a site before the conversion takes place. Typically, their first visit is generated from a paid search ad that is for a generic term, product name or model number. After doing one of those searches, they now know who offers this product and have an idea of who they want to buy from.

Now that they know where they want to buy the product from, they have to get back to that Web site. Since we now know that the address bar is dead, how do they get back to the site? They go to their trusted search engine and enter the name of the company as a search term in their toolbar or search box on their homepage, then either click on your paid search ad for your branded term or, if you’re lucky, your organic search result.

Since nearly all search marketers today give conversion credit to the last ad that gets clicked, they very often are giving credit to their branded terms. The problem is that it was the keyword the user searched for prior to the branded term that introduced them to your company and influenced them to want to buy the product from you. The only reason why they typed in your company name and clicked on your branded ad was to navigate back to your site.

Search engine marketers need to implement technologies that look at all of the ads in the sale versus only seeing the very last ad before the conversion. With this type of technology in place, search engine marketers can give credit where credit is due. In this example, the credit should go to the first keyword that was clicked on, not the branded keyword, since the branded keyword was only used to navigate back to the site. Branded terms need to be a part of your campaigns; however, they should not steal credit for sales from other ads that are doing all the work.

Advanced online advertising analytics and optimization platform helps Brulant deliver more
profit (ROI) for its clients’ interactive marketing investments.

Columbus, OH (PRWeb) April 14, 2008 — Brulant, Inc., an interactive marketing firm, and ClearSaleing Inc, an online advertising technology company, today announced they have entered into a formal partnership in which Brulant will license ClearSaleing’s online advertising web analytics and optimization technology for use across its search engine marketing client base. With ClearSaleing’s patent-pending online advertising web analytics platform, Brulant will be able to provide its clients with improved measurement, comparison and optimized profit (ROI) across their online advertising portfolios.

“The partnership with ClearSaleing greatly improves our ability to deliver advanced results for client’s online advertising,” said Len Pagon, Brulant’s CEO. “The ClearSaleing technology is ahead of the curve in the search engine marketing industry and will allow us to increase our value proposition to each of our search engine marketing clients.”

The partnership will allow Brulant to seamlessly integrate ClearSaleing’s market-leading, online advertising technology with Brulant’s corporate systems and campaign management processes. Brulant clients will now be able to receive website analytics that measure the full consumer online experience, from initial inquiry to product acquisition. These web analytics deliver greater online intelligence for an extended consumer research and buying experience.

“We are very pleased that one of the premier interactive marketing agencies in the Midwest has done a thoughtful review and chosen to use our advertising analytics and optimization platform to provide added value to its customer base,” said Mike Lanese, ClearSaleing CEO. “Traditional and interactive agencies represent an important, new indirect channel for our technology.”

About Brulant
Brulant is one of the nation’s leading interactive marketing firms infused with deep technology horsepower. Brulant is currently ranked the second largest independently-owned interactive agency in North America and the 3rd fastest growing, overall. Brulant’s capabilities are wrapped around our deep industry knowledge within retail & consumer products, financial services, healthcare, hospitality, manufacturing and services. We understand the unique challenges and goals within these key industries and deliver solutions to help our clients create more meaningful and longer lasting customer relationships, establish a business channel that is highly profitable, and enable the growth of our client’s businesses through the online channel. Some of our clients include Borders, Citizens Bank, Dirt Devil, Fifth Third Bank, Hallmark, Helzberg Diamonds, Kraftmaid, ICI Paints, Marriott, Medical Mutual, National City, Nationwide, Things Remembered, and Tractor Supply Company.

For more information, visit us at www.brulant.com
Brulant
3700 Park East Drive, Suite 300
Beachwood, Ohio 44122

About ClearSaleing
ClearSaleing is an advertising analytics and optimization company that helps Internet retailers and direct marketers improve the performance of their search engine marketing campaigns and conclusively prove their results through a technology that measures and optimizes profit - the only metric that matters. Located in Columbus, Ohio, ClearSaleing is rapidly becoming the choice of online advertisers who need transparency, flexibility and accountability in the management of their online advertising campaigns.

The only known fact about moving your ad higher up on a search engine’s results page is that it will cost more money per click than your current position. What is unknown about moving higher than your current ad position are the effects it will have on your other metrics, such as CTR, conversions, conversion rate, clicks, impressions and most importantly, profit.

Proving if it is worth paying a higher CPC to move up the page is really quite simple if you focus on profit. The question you must answer is this: If I pay more for a click to move up on the page, will I receive enough additional clicks to produce enough additional conversions, so that I increase my profit compared to what I was previously receiving?

Many advertisers focus exclusively on CPA, which is the wrong metric to focus on when evaluating higher ad positions. You should assume that your CPA will increase as your ad moves up on the page due to the increase in click costs. However, there may be more clicks to be had at higher positions, where increases in your sales volume and total profit outweigh the increase in click costs. Think that as you move higher up the page, you are following the Wal-Mart business model of ‘lower margins/more volume’, and if you choose to be lower on the page, you are following the Louis Vuitton model of ‘higher margins/lower volume’. At the end of the day, the question you need to ask yourself is, “Am I more profitable being Wal-Mart on this keyword or am I more profitable being Louis Vuitton on this keyword?”

As we attempted to answer this question, we structured a test for several of our clients in various industries. In order to draw decisive conclusions from this test, we focused on profit because it is the only outcome that would justify moving up on the page for our clients.

The test consisted of three phases:

Phase 1 - The Baseline:

Effectively, we selected a time to run the test where there were minimal outside influences that could alter the results. We made sure there was not a holiday, weekend, or some other event that would adversely skew our results. In running the baseline test, we simply kept all of our bids in their current state (baseline) and recorded the results day by day over a selected time period.

Phase 2 - Raise Max CPC’s By an Equal Percentage:

For the next step in our test, we chose a 100% increase in Max CPC’s from the first phase of our test (the percentage increase you choose can differ according to your ad position, budget and industry). From there, we documented the results from the CPC increase and matched them to our Baseline test to observe the differences (for each day of that testing period, we documented clicks, impressions, CTR, conversions, conversion rate, position, ad spend, revenue, profit, CPA and actual CPC and max CPC). Look at the table below to see the results of one of our tests.

Phase 3 – Review Results and Decide If Further Testing is Necessary:

After running Phase 2, you might find your results to be so abysmal that you do not need to test any further. We found our results to be quite interesting, so we continued our test with Phase 3. For example, though our conversions did not increase at the rate of the increase in CPC (39.48% vs. 89.32%), our conversions did increase more than the increase in clicks (39.48% vs. 25.25%). This means that our conversion rate improved as we moved up higher.

Another thing we discovered in this test, and in other tests across our client base, is there are large differences in impressions, clicks and CTR when your ad position is 2.9 or higher vs. 3.0 and lower. Being in position 2.9 and higher assures you of getting the maximum amount of exposure through syndication to the search engine’s search partners. We thought it would be ideal to find the ‘perfect’ max CPC where we would be at an ad position of 2.9, so that we enjoy the benefits of maximum syndication while paying the lowest CPC we could. Therefore, we tested several new max CPC levels during Phase 3 that were higher than our baseline, but lower than a 100% increase over the baseline.

Using this method, we were able find the optimal CPC per keyword for our clients, so they were at the optimal position where they earned the greatest return (profit). I encourage each reader to conduct a similar test following our methods and using a version of the table shown above to record your results.

For some of our clients, we determined that moving up the page did not increase profit. However, in many cases, it did increase the number of conversions they received. Some of our clients chose to forego profit because they believe acquiring more customers will make them more profitable in the long run. They were now earning customers that could have gone to their competitors and, because they are willing to focus on the lifetime value of a customer vs. measuring their profitability on only their first purchase, they could justify this new tactic.

The only true way to know if it is worth increasing your max CPC and ad position is to run the test stated above. If your ultimate goal as a marketer is to produce as much profit as possible, then you MUST perform these tests. You cannot assume that you are in the right ad position until you have properly tested to find which ad position will allow your business to maximize profit.

Purchase Path 2.0 enhances current search engine marketing technology with advanced online advertising attribution management and ROI analysis.

Columbus, OH (PRWeb) April 2, 2008 — Leading search engine marketing technology company, ClearSaleing Inc., has announced the release of Purchase Path 2.0. This ROI advancement provides search engine marketers the first accurate and reliable attribution management tool for online advertising. With Purchase PathTM, ClearSaleing is able to deliver accurate and detailed information to online advertisers on the ROI performance of each advertising source and ad that leads to a conversion, not just the last ad clicked before a conversion.

The release of Purchase Path 2.0 further assists search engine marketers with tracking and properly attributing credit (profit and ROI) to all online advertising sources that contributed to a conversion on their Web site. Without using Purchase Path, advertisers often over value the effectiveness of the last ad. This overvaluation means that ads contributing earlier in the buying cycle are undervalued. The combination of these two factors results in improper allocation of media spend. ClearSaleing has also introduced the terms “Introducer”, “Influencer”, and “Closer”, which enable online advertisers to analyze their keywords and campaigns using the Purchase Path methodology.

According to JupiterResearch, “Attribution management improves the accuracy of campaign measurement for the 84 percent of online advertisers with direct response goals. Through more accurate measurement, advertisers can attribute credit to the correct publishers, creating more effective media buys.” (JupiterResearch’s findings were published in Next-Generation Direct Response: Effectively Managing Attribution, on May 1, 2007 and can be found on www.jupiterresearch.com)

“ClearSaleing’s advanced marketing data warehouse provides our customers with unprecedented analysis of their data using sophisticated techniques like Purchase Path.,” said Luke Tuttle, ClearSaleing Chief Technology Officer. “Purchase Path improves our customer’s capabilities to make the best online advertising decisions leading to higher ROI across all their campaigns.”

With Purchase Path 2.0, ClearSaleing users have flexibility as to how they wish to configure their Purchase PathTM data, including: (1) allocating profit contribution evenly or in a customized manner across each click in the path, (2) selecting the number of clicks in a path, (3) setting the maximum allowable latency between clicks, and (4) establishing the maximum total days in a path. Purchase Path 2.0 also allows for the exclusion of selected sources, campaigns and ad groups from the first click, last click or from any position in the Purchase Path. Online advertisers can also view many graphical representations of their Purchase Path data, including the gross profit, order count and revenue.

About ClearSaleing
ClearSaleing is a technology-powered advertising analytics company and online agency. ClearSaleing provides Internet retailers and direct marketers the only accurate way to measure, compare and optimize ROI across their online advertising portfolio. Located in Columbus, Ohio, ClearSaleing is rapidly becoming the choice of online advertisers who need transparency, flexibility and accountability in the management of their online advertising campaigns.

Recently, Sapient put out their annual Interactive Marketing Study, which surveyed senior level marketers to uncover problems they face.

The answers in this survey reminded me of a reoccurring segment in the GI Joe cartoons from the 1980’s, where a GI Joe member would encounter a kid engaged in risky behavior and point out the risks. The kid would always say, “Now I know and knowing is half the battle.” Based on their responses, these senior level marketers sound like the kids from GI Joe in the sense that they know what problems exist, but knowing is only half the battle.

The good news about the challenges mentioned in the survey is that they’re solvable. We chose to highlight three of the bigger problems discussed in this survey and followed each problem with a solution.

Cross Channel Management -

Nearly half the respondents said they do not believe campaign data provided to them evenly measures and compares performance across all digital channels, but difficulty in comparing metrics across channels is the most common hurdle to accuracy in this area, cited by 28 percent of respondents.

In order to compare anything, a common key is needed. In the world of marketing, that key should be profit. All of the marketers we have ever spoken with agree that their ultimate goal is to directly or indirectly increase the profitability of their company. Working backwards from their goal, it makes perfect sense to use profit as that common key, as it directly aligns with the goal they hope to achieve.

Now that the common key has been identified, a system needs to be devised to apply this common key across all forms of advertising, no matter where they appear in the buying cycle. Advertising can affectively be classified into 3 buckets: Introducers, Influencers and Closers. In today’s world, all of the credit erroneously goes to the Closers, which means the very last ad that was clicked on prior to the conversion gets all the credit. By doing this, you give no credit to those ads that introduce people to your business and influence their buying decision. There are several technologies in the market place today that offer the ability to track and allocate profit in this manner.

Shifting Spend in 24 Hours – Not an Easy Task -

Only 19 percent of respondents said they could make changes in campaign spend in less than 24 hours: the rest would need a couple of days or more.

This response can be interpreted in two ways:

1. It takes my organization more than 24 hours to capture data, merge data, analyze data, create actions and implement actions.
2. They work in organizations with a lot of red tape and getting additional budget takes days or weeks.

There could be time delays in any of the following stages involved in online advertising management:

Capture Data – Merge Data - Analyze Data – Create Actions – Implement Actions

If you find that your delays are mainly due to your organization’s inability to capture or merge data, then there really is no excuse because there are technologies that exist that can provide you with this data. You have to realize that something is important and you need to do something about it.

If your delay is in analyzing data or creating action items stage, then that ties into the solution from cross channel management. The analysis becomes much easier when you track down to profit. Focusing on the ultimate goal will allow you to make the right decisions for these stages.

If your delay is taking too long to implement the action, then you need to hire an agency to take care of these changes or have the right in-house team that is capable of handling these tasks.

Another advantage of implementing a system like the one just discussed is that it will produce key performance indicators (KPIs) that you should be able to leverage throughout your organization to cut through the red tape and get the budgets you need to capitalize on marketing activity in real time.

As we all know, the world of marketing today is far different than it was prior to the Internet. Effective marketing departments can no longer be constrained by rigid budgets that are set at the beginning of each year. Instead, budgets should be dynamic and made available to marketers when agreed upon KPIs are reached, so that organizations do not miss out on short term opportunities to increase profit when the market conditions present themselves.

Recent Acquisitions Cause Concern -

Marketers are concerned about the wave of acquisitions involving Microsoft, aQuantive, Google, Double Click and others. 41 percent of survey respondents fear being lost in the shuffle with thousands of other clients as a result of consolidation in the online advertising industry.

Consolidation occurs in all industries, so it should be no surprise it is occuring in the world of search engines and marketing firms. It is also inevitable when consolidation occurs in a particular industry, many customers serviced by that industry face the risk of getting “lost in the shuffle”. To mitigate that risk, you either need to be the size of an Amazon.com or you need to be self-sufficient.

No matter how much consolidation occurs, one thing won’t change; there will be more advertising to buy. Your organizations ability to understand the value of each ad in terms of profit will ensure sure you make the best decisions on the use of your advertising dollars to produce as much profit as possible, despite all the consolidation that takes place today or may occur in the future. Let your competition be concerned about being lost in the shuffle. With technology as your compass and profit as your destination, being lost in the shuffle doesn’t need to be a fear of yours.

It is unacceptable for a marketing organization in today’s world to not take advantage of the data available to them. I hope when this survey is taken a year from now, the participants will have realized there are technologies available that do solve these issues.

What this survey makes evidently clear is that in the world of online marketing, there is a growing divide between the haves and have-nots. The haves have moved beyond the “Now I know and knowing is half the battle” stage, and have harnessed the power of technology to solve these issues. As the result, they have realized a significant competitive advantage over their competition. The have-nots have made it evidently clear that they would rather be playing with GI Joe.

Adam Goldberg, former Google insider and co-founder of ClearSaleing, speaks on the latest trends in online advertising.

If you cannot see the video, you can download the file here (24MB)

About ClearSaleing
ClearSaleing is a technology-powered, advertising analytics company and online agency. ClearSaleing provides Internet retailers and direct marketers the only accurate way to measure, compare and optimize ROI across their online advertising portfolio. Launched in 2006 and located in Columbus, Ohio, ClearSaleing is rapidly becoming the choice of online advertisers who need transparency, flexibility and accountability in the management of their online advertising campaigns.

If you cannot see the video, you can download the file here (24MB)

About ClearSaleing
ClearSaleing is a technology-powered, advertising analytics company and online agency. ClearSaleing provides Internet retailers and direct marketers the only accurate way to measure, compare and optimize ROI across their online advertising portfolio. Launched in 2006 and located in Columbus, Ohio, ClearSaleing is rapidly becoming the choice of online advertisers who need transparency, flexibility and accountability in the management of their online advertising campaigns.

SES invites Search Engine Marketing expert, Adam Goldberg, to present on Business to Business Online Advertising Tactics at the New York Expo

Columbus, OH (PRWeb) March 11, 2008 — Search engine marketing technology company, ClearSaleing Inc., has announced that Chief Innovation Officer Adam Goldberg will be presenting on B2B online advertising at the Search Engine Strategies Conference & Expo 2008 in New York.

Goldberg, a former Google executive, experienced firsthand the overwhelming challenges that online advertisers face in terms of managing, analyzing and optimizing their paid search ad campaigns. Goldberg realized that technology could solve many of the challenges that search engine marketers were facing. He decided to take his ideas and start a business named ClearSaleing, Inc. Goldberg, along with his partners, raised financing and developed a technology that is used by several Fortune 500 companies, as well as over a dozen members of the Internet Retailer 500.

For his presentation at SES New York, Goldberg will address the topic of Business to Business online advertising tactics. He will speak to the many challenges that B2B companies face with online advertising compared to that of B2C companies and provide the best solutions and tactics needed to optimize their paid search performance. Among the issues Goldberg will address for B2B online advertisers are: tracking offline sales; accurately crediting ads that lead to sales by using a proper attribution management; measuring the lifetime value of a customer; using profit as their guiding metric; and designing keyword strategies that bring the highest qualified traffic to their Web site.

“Typically, Business to Business companies don’t have the luxury of Business to Customer companies in the sense that B2C’s do most of their business online, have shorter sales cycles and deal with less consideration from customers when buying their products, which often means their customers buy after visiting their site just one time,” Goldberg said. “With that said, there are tried and true technologies and strategies that address the unique search engine marketing challenges that B2B’s face. B2B companies that address these challenges first will enjoy a paid search advantage over their competition and will realize the tremendous impact that online advertising can have for their company.”

SES New York will be held March 17-20 at the New York Hilton. Goldberg will be presenting at 10:15am on Wednesday, March 19. Search Engine Strategies is an educational event that features presentations and panel discussions covering the search engine marketing industry.

About ClearSaleing
ClearSaleing is a technology-powered, advertising analytics company and interactive agency. ClearSaleing provides Internet retailers and direct marketers the only accurate way to measure, compare and optimize ROI across their online advertising portfolio. Located in Columbus, Ohio, ClearSaleing is rapidly becoming the choice of online advertisers who need transparency, flexibility and accountability in the management of their online advertising campaigns.

Online Web 2.0 Version
You can read the online version of this press release here.

This is the third and final installment of a three-part webinar series called ‘Optimize Your Online Ad Investment: The Metric, The Measure and The Method’. Listen to a former Google insider talk about the latest online advertising methods.

What Method Do You Use To Improve Your Online Ads?