Building a Better Brand with a Performance Marketing Mindset: with Google
Driving brand profitability is a crucial objective for any advertiser, and yet it hasn’t always been a key focus area due to challenges in proving the effectiveness of Brand in the same way it can be proved for Performance.
But as brand and performance marketing increasingly blend, and teams come together to collectively drive brand strength, performance and growth, developing a mindset that sees Brand marketing as a performance driver will set leading advertisers apart.
Today, there’s a multitude of brand building campaigns and media formats that leverage the same best practices that performance advertisers rely on to drive their programs forward. Alongside Chief Brand Marketing Evangelist at Google, Aprajita Jain, we’re going to dig into these key opportunities, looking at important Google products, like YouTube and others, to pave the path for building a better, stronger performing brand.
We’ll also cover questions like:
- Why is brand building important, and how can brand and performance advertisers work towards common goals?
- What are some key upper funnel opportunities to not only influence brand awareness, but drive customer actions down the funnel?
- How do you test brand advertising to drive meaningful results over time, while also keeping costs in mind?
We look forward to hosting you!
Luke is the EVP of FP West, overseeing the Los Angeles, Toronto, and Baltimore offices. His work in marketing and digital advertising spans over 19 years. Luke has also been a guest speaker at DoubleClick’s offices in San Francisco and at the Microsoft Headquarters during the Bing Partner Summit. In 2017, he was nominated for “Executive of the Year” at the Bing Agency Awards hosted by Trevor Noah. Luke’s ecommerce and retail experience are expansive, contributing strategy to clients including Move (Realtor.com), Tri-Pointe Group, Dun & Bradstreet, Men’s Wearhouse, VCA Animal Hospitals, Viking Cruises, and 4 of the top 10 home builders in the US.
Chief Brand Marketing Evangelist, Google
Aprajita Jain is a global soul with Indian roots and a German upbringing. She is the Chief Brand Marketing Evangelist at Google and feels she has found her “calling”. In her 16 years at Google Aprajita has worked with some of our most sophisticated advertisers to help them improve their Digital Marketing strategies that are grounded in consumers’ wants and needs . She works in lockstep with our sales teams to understand client’s business challenges and design bespoke solutions that are inspirational, educational – yet immediately actionable – and are meant to transform their business…and ours! In her Google career she has focused on various Performance Marketing solutions, including Search, Dynamic Remarketing, Prospecting and Mobile solutions for some of their largest advertisers in the Retail and Travel industries before she discovered her love for Branding 5