Aaron Covaleski

Director of Search Marketing
Lighting New York

Aaron Covaleski is the Search Marketing Director for LightingNewYork.com. He develops and maintains the desktop, tablet, and mobile search campaigns for Lighting New York and its 40 plus subsidiary sites.

Most recently he spearheaded the implementation of keyword attribution for all phone orders. He also developed a tool via Lighting New York's ERP to automatically generate and audit new and existing campaigns at the keyword level.

Aaron's focus on details and emphasis on systems developed while serving in the United States Navy before joining the private sector. LightingNewYork.com is the premier e- retailer of residential and commercial lighting. Their expert sales staff is ALA and BulbRite certified and have been recognized for their dedication to every customer.

Check out the incredible speaker line-up to see who will be joining Aaron.

Download The Latest Agenda

Pre-Conference Summits

Saturday, November 8th, 2014

11:50 Panel Discussion: Building Out An Effective PLA Campaign

There are more questions that answers when it comes to building successful PLA campaigns, but our panelists are presenting best practices within their own campaigns to share. They’ll discuss tried and true tactics surrounding structuring your campaigns, budget management to gain an effective ROI, leveraging shopping feeds, and a review of the most effect tools (bid tools, etc.) available to optimize your feeds.

How are you structuring your campaigns?
How do you view PLAs: it shopping feed vs. bid paid search? A hybrid?
Are you leveraging shopping feeds to manage your campaign?
How are you leveraging product data?
When you are auditing an account, what do you look for?
What are the tools (bid tools, spreadsheet base) that you are using?
Do you have margin data that you are leveraging?
Are you optimizing the feed based on the margin?
What trigger points/metrics led you down to a decision around segmenting in terms of how a website is categorized, or an ROIS?