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Don't Measure Paid Search Using Only Last-Touch

Don't Measure Paid Search Using Only Last-Touch

It's not that paid search is necessarily less effective as a channel, but rather the way search is used by buyers has changed. This requires a change in how performance is measured.

Chris Konowal
Chris Konowal
FrameworkFramework
Launching New Channels With Incrementality Tests

Launching New Channels With Incrementality Tests

It can be helpful to prove the genuine impact of a campaign before substantially increasing investment.

Chris Konowal
Chris Konowal
Case StudyCase Study
Case Study: Improving Win Rate With SQL Nurture Campaigns

Case Study: Improving Win Rate With SQL Nurture Campaigns

A use case for paid media outside of net new lead acquisition.

Chris Konowal
Chris Konowal
PerspectivePerspective
Search Centric Businesses

Search Centric Businesses

It's possible to make millions of dollars using search marketing alone, but search patterns are shifting so this might call for a change in marketing strategy for some businesses.

Chris Konowal
Chris Konowal
Case StudyCase Study
Case Study: Less Is More On LinkedIn

Case Study: Less Is More On LinkedIn

Through a few simple changes I was able to increase influenced pipeline, despite targeting a significantly smaller audience.

Chris Konowal
Chris Konowal
PerspectivePerspective
When Paid Media Isn't A Good Idea

When Paid Media Isn't A Good Idea

If a marketing team doesn't have some fundamentals in place, paid media can do more harm than good.

Chris Konowal
Chris Konowal
FrameworkFramework
+1+1
Measuring Paid Search With Company Tracking

Measuring Paid Search With Company Tracking

Even when people search using "high intent" nonbrand keywords, that doesn't always mean they're ready to fill out a form then and there.

Chris Konowal
Chris Konowal
FrameworkFramework
SQL Nurture Campaigns

SQL Nurture Campaigns

SQL nurture campaigns can be a simple and cost effective way for marketers to have a positive impact on sales and revenue.

Chris Konowal
Chris Konowal
PerspectivePerspective
+1+1
The GDN Might Not Be All Junk

The GDN Might Not Be All Junk

The Google Display Network can actually drive quality site visits, but heavy placement exclusions may be necessary.

Chris Konowal
Chris Konowal
FrameworkFramework
10 Metrics I Use To Analyze Paid Search Performance

10 Metrics I Use To Analyze Paid Search Performance

Only one of these metrics is actually pulled from Google Ads.

Chris Konowal
Chris Konowal
FrameworkFramework
+1+1
What's The Value of an Impression?

What's The Value of an Impression?

Not all impressions are created equal, and just because a contact or lead was exposed to a handful of impressions, that doesn't mean they were impactful.

Chris Konowal
Chris Konowal
FrameworkFramework
+1+1
Paid Media Might Not Close The Gap At EOY

Paid Media Might Not Close The Gap At EOY

Increasing paid media spend with the goal of closing net new business before EOY might be unrealistic at this point in time.

Chris Konowal
Chris Konowal
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