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The Art and Science of Conversion Optimization

April 2019

Webcasts: Products & features
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Duration: 50:53

Do you want to know the return on investment of your advertising dollars? Are you interested in discovering how tracking analytics can help you optimize your campaigns more effectively? Do you need to learn more about what changes are required due to the recent Safari and Firefox updates?

Join us for The Art and Science of Conversion Optimization webcast where Aaron Lauper, senior product marketing manager at Microsoft, Milton Reis, account executive at Microsoft, and Manish Mohan, director of paid media at NetElixir, will be your guides to making the most of conversion tracking, from tagging to targeting. Learn how conversion tracking on Bing Ads can help you better measure impact and enable great features like remarketing, audience targeting and automated-bidding strategies.

We’ll cover a variety of topics, including:

  • Benefits of Universal Event Tracking (UET)
  • Recent Safari and Firefox updates
  • UET Tag Helper
  • Conversion tracking success stories


Aaron Lauper

Sr. Product Marketing Manager

Microsoft, Microsoft Advertising

Aaron Lauper is a Senior Marketing Manager at Microsoft with 10 years of experience in search marketing and audience targeting. His past roles include being a search account manager for fortune 500 companies, a channel partner manager to Yahoo Inc, a product manager for new audience targeting capabilities, and now working on building out new automation tools for advertisers. Aaron has been a frequent speaker at major industry events like SMX and SES conferences.

Milton Reis

Account Executive

Microsoft Advertising

Milton Reis joined Microsoft Search Advertising in early 2015 and started his career in search at a large media agency. Milton brings his knowledge of marketing, advertising, sales, and account services to his customers every day. Milton is known for his unique devotion to sales and exceeding customer expectations while growing his personal and professional mindset. In addition to his role, Milton has a passion for culture and works with teams globally to continuously grow the collaborative and fun culture Microsoft is known for. Milton is a native of Portugal who currently resides in Boston.

Stein Broeder

Sr. Marketing Communications Manager

Microsoft Advertising

Stein Broeder manages content for the search engine professional audience at Microsoft Advertising. For the past three years, he has been responsible for bringing over a dozen new Microsoft Advertising features and updates to market, and prior to that he worked on Microsoft’s display advertising business. Stein is a digital industry veteran having worked at large and small agencies in the Seattle area for over a decade. Prior to Microsoft, Stein help found and run a marketing agency focused on the healthcare industry. In his spare time he helps raise Nolan and Mila with his wife Chelsea. Say hello @steinbroeder.

Manish Mohan

Director of Paid Media


Manish is the director of paid media at NetElixir, a retail-first search agency based out of Princeton, New Jersey. In his current role, he drives retail-focused paid media strategies spanning search, social and marketplaces. Manish has worked with businesses across many retail verticals, focusing on creating a profitability-based omnichannel solution that analyzes the customer journey across buying stages, helping businesses acquire the right customers.