10 Easy Ways to Reduce Your Google CPA

, VP, Client Optimization & Analytics at Sailthru

You can always tweak your calls to action and A/B test your landing pages to optimize your Google campaigns, but there are also incredibly easy measures you can take "behind the scenes" to really improve the ROI associated with both your search and display campaigns.  In this 90-minute session, I will review 10 "low-hanging fruit" ways to build a leaner, meaner Google marketing machine.  We'll cover topics like category exclusion, day parting, site extensions and re-targeting. 

Students should be familiar with the AdWords interface prior to enrolling in this course.
  • 10 Easy Ways to Reduce Your Google CPA


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Cassie Lancellotti-Young

VP, Client Optimization & Analytics at Sailthru

Cassie is VP Marketing at Savored (formerly VillageVines), where she manages acquisition and retention strategies, business analytics and insights, and strategic partnerships. Previously, Cassie worked as a marketing analytics consultant for a variety of online companies, including leading agency SapientNitro. Prior to that, Cassie was an early employee at TheLadders.com, where she held a variety of marketing and BD roles within the company’s consumer subscription business. Cassie began her career as an analyst on the technology, media and telecommunications coverage team at Citigroup Global Corporate & Investment Bank. Cassie graduated from Duke and holds an MBA from the Tuck School at Dartmouth College. She is an expert on data analytics (and making them digestible!) and welcomes the opportunity to nerd out with fellow quantitative enthusiasts.

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