Challenging conventional thinking with testing and data analysis is the hallmark of innovation in digital marketing. On The Contrary seeks to enhance performance by breaking the status quo in digital advertising by encouraging new approaches to tackling campaigns through the open exchange of contrarian ideas. Join Closed Loop and industry experts as they push the boundaries of ‘best practices’ that take brand strategies from ‘industry standard’ to exceptional execution and beyond.
Host: Kayla Kurtz
Panelists: Fred Vallaeys, Matt Umbro, Kerri Amodio & Tori Holland
In the inaugural episode, we explore how marketers can better adapt to increasing automation in managing the granularity of large-scale campaigns while creating additive value through strategic planning to have a greater impact on business objectives.
Our featured guest is former Googler and co-founder / CEO of the advertising platform Optmyzr, Fred Vallaeys, author of Unlevel the Playing Field – The Biggest Mindshift in PPC History. Vallaeys has long been a harbinger of innovation in the digital marketing industry, pushing marketers to scale performance through smart automations and critical thinking in account management.
Points of Contention:
Since entering the digital marketing industry in 2011, Kayla has found joy in marrying her degree in Education with business development techniques to produce a consultative sales process wherever she goes.
While most of Kayla’s time at Closed Loop is spent on expanding our existing client base, she also brings a strong set of efficiency and operational process improvement skills to our team as we continue to grow the agency.
Frederick (Fred) Vallaeys is a Silicon Valley entrepreneur, author, and leading influencer in pay-per-click search marketing. One of Google’s first 500 employees, Fred quickly established a reputation as a pioneer in PPC marketing as the company’s first AdWords Evangelist. Today he serves as Co-Founding CEO of Optmyzr, a leading and multiple award-winning PPC management software system.
Matt Umbro is the VP of Advertising at Closed Loop and has been in the PPC industry since 2007. He works and collaborates with clients across several industries to attain better ROIs, improved lead generation, and increased brand awareness.
Kerri has over five years of digital marketing experience. After obtaining her bachelor’s degree in just three years, she fell in love with advertising while working in-house for B2B tech companies. She has been on the agency side at Closed Loop for the past 2 years. She has a keen eye for detail, a passion for data and analytics and a knack for nurture funnels and overall marketing strategy. Her strong communication skills shine through in her copywriting abilities and becoming a conference speaker is a goal of hers.
Creative by nature, Tori brings her natural passion for visual and verbal arts into her work on paid search, display and video advertising for clients across a wide spectrum of industries, honing in on delivering strategic ads at the right place and time in the buyer journey.
DOOH (Digital Out of Home) is highly measurable. Learn how Its advanced targeting and placement capabilities are great for brand awareness.
Performance max has been met with skepticism due to its lack of control and data visibility. Here’s how to manage the automated.
Closed Loop has been named one of the Ad Age Best Places to Work 2023, an annual ranking of companies that lead the pack in factors ranging from pay and benefits to culture and leadership. Learn more about this distinction and why our agency is a destination employer for the 6th consecutive year.
Here’s how to develop a creative reporting strategy for PPC to wow your clients and enable your creative team to do their best work.
Responsive search ads have redefined the way advertisers test and write ads. Here’s how to find success and optimization opportunities.
With CPCs rising across performance media channels, is it worth following Airbnb’s shift from PPC to brand marketing? Here’s what to consider.