Samir Patel @
Presenter Bio: Samir
Managed $1B+ in Advertising Spend across
Search, Social, Retargeting and Mobile Ads.
Founded SearchForce took company to
profitability with Fortune 500 clients. Pioneer in
applying Wall Street Quantitative Finance Trading
Techniques to Online Marketing.
Top US Advertisers as Clients: Progressive,
Experian, AT&T, Scottrade, Priceline, eBay, Oracle
MBA, Brand Marketing from Cornell’s Johnson
Graduate School of Business.
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The Problem: Data and
The Channel Explosion:
importance up, effectiveness
Lots of Data across Channels (Adwords),
Facebook Ads, Twitter, Linkedin, Pinterest,
Analytics (Omniture), Mobile Ads, Marketing
Systems (Marketo), Landing page optimization
(Optimizely) but lack of Actionable Intelligence for
Strategic: Most CMO’s lack ‘Growth Expertise’
and know-how because of invisibility of inventory
and growth drivers.
Tactical: Campaign Optimization super
complicated and clients need highly analytical staff
that is expensive and difficult to hire.
Why are performance ads so
complex to manage?
Hundreds of Best Practices
Data continuously changes
Success metrics change
Variety of new ways you can advertise
and complexity in optimizing each
(mobile, retargeting, video etc)
Five Pillars of Adwords