Google’s Chris Fong: Strategies for Brand and Direct Response Marketers

If you are managing your company’s Google campaigns or are charged with the byzantine task of optimizing and allocating spend to various campaigns, Chris Fong encourages you to take a step back every once in while, reconsider your strategy and think about how and why you’re doing this.

Have you decided to what degree you’d like to target customers with brand or direct response advertisements? Here, Chris provides fundamental advice and guides you into asking the right questions before executing an online marketing strategy.

As a side note, here’s a good brush-up on the basics of AdWords, which is good to revisit now and again to see what’s new.

Chris Fong leads Google’s channel sales partnerships team that works with automotive, travel and legal partners. His team helps partners to build long term, profitable businesses around Google products. Prior to this role he started Google’s direct sales advertising division’s focused efforts with education organizations in 2006. His experience at Google also includes working for Google.org in Tanzania evaluating business plans and mentoring entrepreneurs and Google Reach in India consulting for a microfinance organization trying to grow from 90,000 to 1 million clients and teaching computer literacy skills to 12-14 year olds from New Delhi’s slums.

Christopher Wofford is Digital Media Producer and host of WebSeries at eCornell.
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