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Putting Profitability First in Digital Programs

I just got back from my annual trip to the Google Partners’ Summit. It was part of Google’s Live Marketing event in San Jose, and there was a palpable difference from previous years. There were the usual themes of AI and Machine Learning, and a lot of attention on the newly announced Google Marketing Platform which looks very exciting. But for me, the standout was an emphasis on putting profitability first in digital programs, especially in PPC.

Hallelujah. Finally.

Event Recap: Thinking with Google About PPC Profitability

Common metrics used to judge the success of marketing efforts—such as cost per acquisition (CPA) and return on ad spend (ROAS)—can prove to be short-sighted and ineffective. Even though CPA, ROAS, and other front-end metrics may be what the C-Suite is used to, evolving the conversation to profit-based measurement can lead to better results. Profit optimization is not as easy as flipping a switch; marketers have the challenge of sharing the message and convincing leadership that it can create results. Last week, we hosted a seminar with Nick Danford, Agency Development Manager at Google, and Maddie Cary, Point It’s Vice President of Client Services, to talk about PPC profitability.

Interview with Google: The Importance of Paid Search Profitability

I recently had the pleasure of speaking with Nick Danford, our guest expert at Point It’s upcoming Thinking With Google: PPC Profitability event on the Google campus. Nick works with Google’s Global Business Organization, where he drives performance-based strategy and crafts AdWords solutions with some of the department’s most strategic, digital agencies. I challenged him to help me understand how paid search can help a marketing department grow into a digital advisor to the larger business, and wanted to share the highlights of our conversation.