Click Smarter, Convert Better: Tactics for Rising CPCs

Watch Fresh Egg's Head of Conversion Services Jake Lambert and Search Account Director James Monaghan from Kinase to explore the changing landscape of digital marketing costs and competition driven by tools like Google's Performance Max (PMax). Our experts will delve into the factors causing fee increases and rising competition, providing insights into their direct impact on your bottom line. Learn how businesses that fail to optimise their strategies risk being overtaken by competitors or priced out of the game altogether.

Session conducted by:
Jake Lambert: Head of Conversion Services
James Monaghan: Search Account Director, Kinase 

Duration: 45 minutes 

Key takeaways from the session will include:

• The drivers behind rising digital marketing costs, including PMax and competitive pressures.
• Why doing nothing puts you at risk of losing market share and seeing a decline in performance.
• Practical strategies to improve your CRO (Conversion Rate Optimisation) and PPC (Pay-Per-Click) campaigns for efficient spending and better results.

This session will inspire you with real-world examples and success stories, demonstrating how optimising both CRO and PPC can impact digital marketing success. Get ready to be motivated and gain a competitive edge.

Who should watch this session?

• Digital Marketing Directors / Heads of Marketing
• Digital Marketing Managers
• Ecommerce Directors, Ecommerce Managers

Jake Lambert, Head of Conversion Services

Jake left university with a 1st class degree in Economics in 2014 and immediately began his career in the world of conversion rate optimisation with Maxymiser. As a CRO analyst in the retail team he specialised in optimising the online experiences of clients such as Calvin Klein and Debenhams, where he spent one day a week on-site in their office near Euston, London. Post Maxymiser’s acquisition by Oracle, Jake joined the online personalisation platform Yieldify where he spent three years building out their A/B testing and consulting proposition across their London and New York offices.

In 2019 Jake joined Conversion.com, a dedicated CRO agency based in the UK, where he led the optimisation strategy for some of the UKs largest companies including Tesco & Just Eat. As Principal Consultant he led the technical experimentation knowledge across the business and provided strategic oversight on the key accounts to ensure performance targets were achieved. After brief stints at Sky (via Foolproof) and Feel (WeAreFeel), Jake joined Fresh Egg as Head of Conversion Services in April 2023.

James Monaghan, Kinase

James has worked in search for over 10 years, starting in-house before moving to Kinase where he has worked on most of Kinase’s most complex clients across verticals including retail, lead gen and B2B. James is an expert in paid search strategy, analytics and automation projects, combining them to deliver exceptional growth for his clients.

Kinase is an independent performance marketing agency. Founded in 2010, Kinase now manages a portfolio of global clients including Dreams, Goldsmiths & Purplebricks and are double finalists at this years Google Agency Excellence Awards. Their mission is to transform digital marketing to deliver your business goals.