Change City: Austin London

Agenda

40+ Actionable PPC Sessions You Can't See Anywhere Else

  • Day 1
  • Day 2
Keynote
9:15 - 10:00

Luck And Irrationality Matter Too: The hidden costs of living in a world where we have to pretend everything makes sense.

Alchemy author, Rory Sutherland, whose TED Talks have been viewed nearly 7 million times, decodes human behavior, blending leading-edge scientific research, absurdly entertaining storytelling, deep psychological insight, and practical case studies from his storied career working on campaigns for AmEx, Microsoft, and others.

 

This session will cover Sutherland’s journey through the strange world of decision making and the astonishing lessons for all aspects of life and business.

Rory Sutherland

Ogilvy

Breakouts
10:15 – 11:00

Advanced

AI & Machine Learning Tools from Google, Facebook & Amazon

Andrew Van Aken

Ogilvy

AI & Machine Learning Tools from Google, Facebook & Amazon

Machine learning and artificial intelligence used to be reserved for those with programming skills. Now, major platforms are starting to integrate powerful and easy to use tools based on machine learning, with many providing significant value and insight.

 

In this session you will learn:

  • How new tools from Google, Facebook and Amazon work
  • How to implement them
  • Best practices from experience

Andrew Van Aken

Ogilvy

Paid Search

Luxury vs Non-Luxury Digital Strategy - What Can We Learn?

Emma Searle

Verb

Luxury vs Non-Luxury Digital Strategy - What Can We Learn?

This presentation will explore some of the key differences experienced from running paid media for luxury & premium brands vs high street.  In this session, you will learn:

  • How to create, set up and track a customer focused digital strategy
  • How to do more with the data and resources you have
  • How to get back to real marketing: selling a vision to customers

Emma Searle

Verb

Paid Social

Navigating Instagram Marketing: How To Become A Leader Not A Follower

Grace Kaye

Brainlabs

Navigating Instagram Marketing: How To Become A Leader Not A Follower

Instagram marketing can be tough because it feels like there are endless changes to the platform and it’s users. Although this provides us with opportunity, there’s a lot of pressure to stay up-to-date with the changing tides of this channel.  There’s a greater expectation on all fronts including needing to have:

  • Exquisite (and fast!) creative production to stay current
  • A real-time understanding of who is using Instagram and how are they resonating with your brand to inform your targeting
  • Control of all the other exposures your users are experiencing with your brand such as influencer traffic and organic posting.

Join me to find out how to stay on top of your Instagram marketing.  In this session, you will hear key principles, brought to life with case studies outlining:

  • How to use instagram insights to inform your audience targeting. Turn macro and micro trends with behavioural and demographic insights into actions to transform your audience targeting in Instagram.
  • How to utilize creative placements and instagram features as quickly as the become available, with a data driven, test and learn approach.
  • How to work within the blurred lines of instagram marketing by tight channel and measurement management. Hear how paid can align with your organic activity, as well as all other marketing channels to ensure a consistent conversation with the user.

Grace Kaye

Brainlabs

PPC Foundations

The First Mover Advantage: How Faster Pages Can Give You a Competitive Edge in 2019

Larissa Hildebrandt

Unbounce

The First Mover Advantage: How Faster Pages Can Give You a Competitive Edge in 2019

Fast landing pages should be a PPC marketer’s top priority in 2019. 53% of mobile website visitors will leave a page if it doesn’t load within three seconds, yet less than 2% of marketers’ landing pages load that quickly. Not only do slow pages leave conversions on the table, their impact on Quality Score could hurt your search ad performance. With some simple fixes, your PPC landing pages can be ready for today’s fast connections and impatient consumers.

 

This session will cover:

  • Signs page speed is high priority for Google, and as a result, PPC marketers
  • Strategies for taking control of your page speed on desktop and mobile
  • How to integrate page speed into your team’s KPIs and reporting

Larissa Hildebrandt

Unbounce

Breakouts
11:30 – 12:15

Advanced

Taking Control of Programmatic

Emma Burnham

iCrossing UK

Paid Search

How To Get The Most Out of Advertising on Baidu

Ada Luo

Croud

How To Get The Most Out of Advertising on Baidu

With Google claiming only 3% of the market in China, the search engine landscape is markedly different from that in most Western markets. While there are several key players, including Haosou, Sogou, and Shenma, in the space, Baidu is undoubtedly the first port of call for most companies looking to run search marketing campaigns in China.

 

In this session, led by Croud’s Baidu expert Ada Luo, you will:

  1. Explore how Chinese consumers search online and the consumer behaviours you need to be aware of when marketing in China
  2. Take away lots of practical tips for getting the most out of Baidu – from how to protect your brand on Baidu, to how to structure your accounts for optimum performance
  3. Discover the latest innovations on Baidu to help you boost your digital marketing in China – from Baidu mobile landing pages to the industry target function

 

Ada Luo

Croud

Paid Search

PPC Foundations

10 Things To Learn from An SEO Mate To Better Your PPC

Allyson Griffiths

iCrossing

10 Things To Learn from An SEO Mate To Better Your PPC

SEO teams spend 90% of their waking time poking and prodding at websites to improve landing page relevancy, ad copy, site speed & overall performance within Google’s algorithms.

 

This presentation will cover SEO learnings that have made marketers better at PPC. This will include:

  • How to do keyword research that doesn’t suck, and some of the tools you can use
  • How to work out what Final URL you should use for each keyword
  • How to optimise a landing page to improve your landing page QS inc. page speed improvements
  • How to optimise ad copy to improve your ad copy QS – including a case study of how I got a client from a 6/10 to a 10/10 overall QS on a highly competitive non-brand keyword set
  • A quick and easy way of checking your Final URLs, and other wonders of Screaming Frog for PPC
  • How to use Search Console data to work out if you’re paying for traffic you don’t need to
  • How to use Search Console data to monitor expected CTR

Allyson Griffiths

iCrossing

Lunch
12:15 – 13:15
Breakouts
13:15 – 14:00

Advanced

C Where You Need to B: Balancing A Family Tree

Lara Lowery

Hanapin Marketing

C Where You Need to B: Balancing A Family Tree

Balancing B2C & B2B is managing a multi-brand company. Except, the multiple brands are targeting vastly different audiences. B2C & B2B should be approached differently in regards to their branding. It is important to consult each division to understand how they want varying audiences to perceive their product or service lines. With a consultative approach, balance will be achieved among a business family tree. Being intentional about the segmentation and overlap for B2C & B2B operations will assist in familial harmony and foster multi-business growth.

By the completion of my session, attendees will walk away with:

  • Processes to define brand differentiators
  • A thorough keyword analysis by brand segments and what searches are telling us
  • A consultative approach to defining brand segment KPIs

Lara Lowery

Hanapin Marketing

Paid Search

Win Back Control Over Match Types and Mine More Keywords

Luke Milbourn

Booster Box

Win Back Control Over Match Types and Mine More Keywords

Google Ads have changed the rules of keyword match types. Again. This time, basically turning our beloved broad match modified keywords into full-on broad. This is so not cool.

 

That’s why we’ve built two scripts to get our accounts back in order. We’re on a mission to stop our sacred search terms being triggered by the wrong keywords while also finding ways to scale campaigns in a more manageable way.

 

Script 1: Mine Keywords with Smart N-Gram. We analyse search term reports to find more subtle patterns than traditional n-gram scripts. We’ll explain how to find common word roots that do not always appear in the same order within our search terms and use these to build new keywords that are less likely to overlap with each other.

 

Script 2: Find and fix misplaced search terms. Broader match types mean more search terms popping up in the wrong place and also our keywords triggering search terms that don’t even match our keywords. Using principles that underpin search engine technology, this tool finds the best matching keyword for a search term and suggests the negative keywords needed to send futures searches to the right place. It also tells us if Google is turning our BMM keywords into broad keywords and suggests negatives to stop this too.

 

These scripts are for any account manager (SKAG or Non-SKAG) who cares about their keywords triggering only the search terms they are targeting and growing their account in a controllable manner.

 

In This Session You Will Learn

  • How to use a new n-gram script that suggests keywords based on more subtle search term patterns and are less likely to overlap with other keywords
  • How to measure the number of search terms that do not match your keywords properly, or are not being triggered by the best matching keyword.
  • How to find negative keywords that prevent search terms being triggered by the wrong keywords

Luke Milbourn

Booster Box

Paid Social

Lead Ads - Filling the Pipeline or Wasting Your Budget?

Andy Groller

Dragon360

Lead Ads - Filling the Pipeline or Wasting Your Budget?

Lead Ads on Facebook and LinkedIn are a great way to generate leads, but what if clients cannot reach or convert these leads into customers? Are the high conversion rates and low cost per lead metrics being produced still a success? This talk will focus on strategies for running truly successful Lead Ads—ones that both you and your client will find to be effective.

 

Attendees of this session will takeaway:

  • A checklist of 5 critical questions every PPC’er needs answered before starting any Lead Ad campaign
  • The 3 biggest mistakes made in Lead Ad campaigns that result in client dissatisfaction, and solutions for overcoming them

 

The 5 most important metrics that everyone should be monitoring when evaluating Lead Ad performance and, ultimately, campaign success

Andy Groller

Dragon360

PPC Foundations

Digging Deeper into Audience Segmentation

Lottie Namakando

iCrossing UK

Breakouts
14:15 – 15:00

Advanced

The Amazon Ads Puzzle. How to prevent Amazon leakage for your ecommerce brands, by embracing Amazon Ads and segmenting your paid search and marketplace spend.

Rod Richmond

Clean Digital

The Amazon Ads Puzzle. How to prevent Amazon leakage for your ecommerce brands, by embracing Amazon Ads and segmenting your paid search and marketplace spend.

If your product or similar product is sold on Amazon, and you don’t have a concrete reason for users to buy direct on your website instead (where you own the data and the customer relationship) there will be a high degree of Amazon leakage.

 

This directly impacts your Google Shopping strategy.

 

We’ll look at some case studies where we have embraced Amazon Ads and used it alongside Google Shopping for different product ranges, promotions etc to create holistic PPC shopping strategy.

In this session, you will learn:

  • How to spot Amazon leakage for your brand (using Analytics, SERP monitoring etc)
  • How to split your PPC budgets effectively between Google Shopping and Amazon Ads
  • Common pitfalls when getting started with Amazon Ads. Attribution models, seller v vendor and bulk edits.

Rod Richmond

Clean Digital

Paid Search

Leveraging Automation into International PPC

Mark Meijs

iProspect

Leveraging Automation into International PPC

In this session you will learn how Mark successfully manages large international clients. You will learn how to go about dividing time within teams, how to insure international growth for our clients and how to handle the ever increasing use of automation within PPC tactics.

Mark Meijs

iProspect

Paid Social

A Picture Is Worth A Thousand Pins

Kamlyn Spivey

Hanapin Marketing

A Picture Is Worth A Thousand Pins

In this session, viewers will learn the essentials for creating effective Pinterest campaigns and how to sell their clients on the importance of integrating Pinterest into their overall digital ecommerce strategy.

 

Session participants will walk away with:

  • Well-rounded knowledge of Pinterest capabilities & reach
  • How to create integrated brand awareness and conversion-driven strategy
  • How to effectively utilize Pinterest’s wealth of user data in ultra-targeted audiences
  • Basic campaign structure and keyword creation
  • What is needed from a client to kick-off a successful Pinterest ad account

Kamlyn Spivey

Hanapin Marketing

PPC Foundations

Is Behavioural Economics Your New PPC Superpower?

Becky Simms

Reflect Digital

Is Behavioural Economics Your New PPC Superpower?

Join Becky Simms for a first-hand account of how you can use proven theories to take PPC performance to the next level.

 

If you are already doing a great job running and optimising awesome accounts, find out how employing psychology and ‘nudges’ can accelerate performance dramatically.

 

Becky will also cover the user journey after the click, so that you can gain a new perspective to direct attention and increase ROI.

 

In this session you will learn:

  • An understanding of nudge theory and behavioural economics in the context of paid search
  • A model you can use to instantly increase ROI from your ads
  • Clear case studies demonstrating the theories in action

Becky Simms

Reflect Digital

Breakouts
15:30 – 16:15

Advanced

Integrated Marketing: How to Achieve a Truly Holistic Approach Across Digital Channels

Laura Collins

Merkle | Periscopix

Integrated Marketing: How to Achieve a Truly Holistic Approach Across Digital Channels

Marketers today often talk about taking an integrated approach to media, but few are achieving it. Siloed departments, fragmented platforms and an over reliance on historical planning methods are just a few of the problems facing brands and agencies trying to connect with consumers. This session is designed to help you break through those siloes and use an audience-led approach to run more effective, efficient digital campaigns.

 

Attendees will leave with:

  • An understanding of the tools at their disposal to make better decisions about where to spend their budget
  • Ideas for how to connect with the user at different moments of their journey, thinking less about the traditional funnel and more about how real people are using media in their daily lives
  • Proven examples of how an audience-led approach can transform the effectiveness of brands’ digital marketing

Laura Collins

Merkle | Periscopix

Paid Search

Is Instant 500% Revenue Growth At The Same ROAS Even Possible? You Bet It Is.

Koen Bakkenes

RIFF

Is Instant 500% Revenue Growth At The Same ROAS Even Possible? You Bet It Is.

See how RIFF’s “sleeping giant” strategy can turn your Google Ads campaigns into revenue powerhouses.

 

At RIFF we created a strategy that has proven to increase revenue by 500% at the same ROAS, and we call this strategy ‘Sleeping Giants’. For the first time, we are happy to share how we did it.

 

The Problem: As managers we focus on testing, monitoring and valuing the top 100-200 keywords in an account, with little attention being paid to the others. Who has time to explore THEIR potential, and when these remaining keywords have limited data, where do you even start?

 

Solution: We created a process that identifies these keywords (based on a set of rules) and boosts them for conversions and revenue. In the specific case study we’ll share with you, this was so effective that it boosted an account revenue by 500%!

 

During the session we’ll take the audience on our scripting journey, why the strategy didn’t work with Google automation, our pathway to creating a script like this and our thoughts on automated bidding.

 

Delegates will leave this session with the exact formula we used, as well as step by step instructions on how they can build their own ‘Sleeping Giants’ process so they can skyrocket their accounts too.

 

RIFF works very closely with the founder and CEO of PPC Samurai, Shaun Bond, to create industry leading automations like ‘Sleeping Giants’; and so, while we believe this session would be of immense value to the delegates of HeroConf as is, if PPC Hero would find it pleasing, we believe it would further enhance the value of this presentation to delegates if we presented this case study and strategy in partnership with Shaun.

Koen Bakkenes

RIFF

Paid Social

Video-Marketing: Connecting & Conversion With the Future Consumer (Generation Z)

Anesha Collins

LearnWithAC

Video-Marketing: Connecting & Conversion With the Future Consumer (Generation Z)

Video-Marketing: Connecting & Conversion With the Future Consumer (Generation Z)
The future consumer has a lot of influence of the way businesses need to connect with their target consumer/audience with the use of video-marketing and brand uniqueness.

 

Video is one of the most solid ways to bring people into a brand experience way before they make a purchase or engage with the business they’re interested in. In this session, you will learn how video-marketing helps to grow your business, connects you with your target audience, strengthens your brand persona, and helps to market your business the right way.

 

In this session, you will learn:

  • The T.A.C.O. METHOD using LEARNWITHAC’s VIDEO-MARKETING ROADMAP
  • Practical Content Distribution That Cultivates Brand Evangelists Using Video
  • Video-Marketing Strategies for Social Media That Convert (Highlighted Conversion-Strategy for IGTV)

 

Is your business prepared to connect with potential clients using video-marketing or are you going to be left behind with simple marketing tactics like pictures and dry words. It’s time to level-up your brand experience with video.

Anesha Collins

LearnWithAC

Paid Search

Syncing TV Ads with Search Marketing

Emily Raneri

TVTY

Syncing TV Ads with Search Marketing

In today’s advertising environment, companies continue to silo their media channels instead of taking advantage of key synergies that could help them reach larger audiences and better achieve campaign goals. A cross media synergy such as TV+ Search can have a major impact, increasing ROI & CTR. With core skill sets in data alignment and media strategy, Giorgia will talk to you about how TV ad syncing with search marketing will play a big part in your current & future search campaigns.

Emily Raneri

TVTY

Keynote
16:30 – 17:15

SEO + PPC: Stop, Collaborate and Listen

Search marketing continues to be treated as two separate channels – organic and paid – often with two different teams or agencies working on two very different approaches. But, brought down to their base level SEO and PPC are simply two sides of the same coin, hopefully with audience wants and needs at their core. In this session Sarah will run you through four key steps for putting the foundations in place for collaboration. She’ll look at the real-life strategies her teams are using to take a channel agnostic approach to search and try to persuade you that collaboration has real benefits for commercial success.

Sarah Barker

Stickyeyes

Networking Reception
17:15 - 18:15
After-Hours
20:00 - 22:00
Keynote
9:00 - 9:45

Unveiling Microsoft Advertising's New Research On The Customer Journey

Milka Kramer

Microsoft Advertising

Breakouts
10:00 – 10:45

Advanced

Trust In The Amazon Advertising Life Cycle

Tanner Schroeder

Hanapin Marketing

Trust In The Amazon Advertising Life Cycle

In this session you will learn how to leverage the Detail Page Sales & Traffic By ASIN Report for Seller Central and the Amazon Retail Analytics Report for Vendor Central to find the best products to promote with paid advertising, the means to create an offense/defense strategy that keeps competitors out of your space while showing on their branded search results and product detail pages, and the knowledge on how to create a new keyword tool that can help lower overall spend and ACOS.

Tanner Schroeder

Hanapin Marketing

Paid Search

50% of Paid Search Testing are False Positives – How to Avoid This Mistake

Dave Walker

Segmatic

50% of Paid Search Testing are False Positives – How to Avoid This Mistake

Testing has become an integral component of successful paid search, but almost everyone is doing it wrong. By our count, the results of about 50% of all paid search tests are false positives. This is bad in itself, but companies are making important business decisions based on these flawed tests. In this session at SMX West, Dave will unpack this problem and explore the flawed assumptions that underpin most paid search testing.

 

In paid search, we generally test for the effects of relatively subtle changes. Like, for example, will our click-through rate increase when we add a comma to our ad copy, or swap in a close synonym for a word in the headline. In a test like this, we would expect to have a 10% false positive probability. The mistake that companies are making is that this 10% doesn’t mean result will be wrong 10% of the time. In reality, your false positive rate is going to be 50% or higher.

 

In this session, Dave will explain the maths behind the 50% claim, and explore what it means for paid search testing and how to fix it; so you can start running reliable, usable tests—tests that help you to make the right decisions.

Dave Walker

Segmatic

Data & Analytics

Bridging The Gap between Online Marketing And Offline Behaviour

Katherine Sale

Croud

Bridging The Gap between Online Marketing And Offline Behaviour

With the internet ever increasingly intertwined in our lifestyles, there can be a black hole between paid search activity and users’ offline behaviour – with some online marketing deemed useless in converting online, and investment pulled as a result. But what effect does this have on the bottom line, in terms of offline conversions?

In this session, Kat will cover how to show the true value of PPC and online marketing, with a particular focus on those brands whose products involve highly considered purchases, or whose customers have a propensity to research online and purchase offline. The session will be brought to life through real-world examples.

Katherine Sale

Croud

Career Growth

Time Management and Avoiding Burnout

Sayf Sharif

Seer Interactive

Time Management and Avoiding Burnout

Burnout is real, and you probably suck at Time Management. Many people dismiss the concept of burnout (“you just need to [insert inane platitude here]”) and even more think they manage their time well (and they really really don’t). The reality is that Burnout is a very real medical condition, and most people do NOT manage their time well (which can contribute to the former). This session will cover what Burnout really is, how to combat it, as well as learning about the most common Time Management mistakes that people make, and how to become a Time Management Master.
In this session you will learn:
  • How to Prevent Burnout in Yourself and Your Team
  • How to Avoid the Most Common Time Management Mistakes
  • How to Leverage a Real Task List to Become Healthier and More Productive

Sayf Sharif

Seer Interactive

Breakouts
11:15-12:00

Advanced

How To Monitor How "Smart" Your Smart Campaigns Are Using GTM, GA, And Data Studio

Dan Wilkinson

Smarter Analytics

How To Monitor How "Smart" Your Smart Campaigns Are Using GTM, GA, And Data Studio

A downloadable DataStudio Report is available for all attendees to use. Simply Connect GA, Ads & Facebook using a connector like Supermetrics.

 

In this presentation will show the attendees how to monitor the behaviour of the PPC algorithms – in particular Facebook & Google. This session is split into three parts:

  • How To Track The Algorithms
  • What can we learn about the algorithm’s behaviour in our PPC accounts
  • Who & What is the algorithm optimising for?

Dan Wilkinson

Smarter Analytics

Paid Search

The Actual Product Performance - How To Know Which Products To Show

Erik Belfrage

Docklin Digital

The Actual Product Performance - How To Know Which Products To Show

The focus of this session will be on how to analyze the performance of shopping-campaigns, and in essence specific products, by combining different data sets. By doing this we could take better informed decisions about which products to advertise– and, more importantly, which not to advertise.

 

In this session we will combine three different types of data sets in order to analyse the performance:

  • Google Ads-data (e.g cost, impressions, impression share) for specific products.*
  • Google Analytics-data from the product performance tab (e.g revenue from specific product across all channels, number of transactions for every product and average transaction value) for every single product.
  • The active product feed currently being used for Google Shopping.

 

After attending this session you will learn:

  • How to combine different product related data sets and analyzing the insights it creates.
  • How to optimize your feed from a ROAS-perspective.
  • How to prepare and optimize your product feed to better suit the automated solutions from Google.

Erik Belfrage

Docklin Digital

Data & Analytics

Turning Your PPC Data Into Compelling Stories

Jeroen Maljers

Swydo

Turning Your PPC Data Into Compelling Stories

This presentation will focus on how the use of data visualization will help you tell a comprehensible story to your client and help them act upon that information. We’ll discuss some theoretical frameworks on how the human mind digests data, determine the best structure to tell a story, and hone in on how to select the best graphical representation for the corresponding data.

 

To select the best visual method to depict your data story, we’ll seek to answer challenges including:

  • Why data storytelling is better than just sharing of facts
  • Why the human mind does not digest information in certain situations
  • Why your client or manager does not read your report and how to change that
  • What the best reports looks like

Jeroen Maljers

Swydo

Career Growth

Why Failure Needs To Be An Option For All Of Us

Arianne Donoghue

Edit

Why Failure Needs To Be An Option For All Of Us

One of the (many) issues facing us in digital right now is a lack of diversity, including gender where recent stats estimate that only 26% of people working in our industry are women. Something that might be holding women back is a fear of failure and taking risks. In this session, Arianne will talk about how we should not be scared of failure, and why we should embrace it, using her own history of epic fails as a backdrop. She’ll also give actionable tips and advice to women who are early in their careers – about things they can do to gain confidence, build their networks and make their voices heard.

Arianne Donoghue

Edit

Lunch
12:00 – 13:00
Breakouts
13:00 – 13:45

Advanced

Why your attribution model sucks? How to step beyond Data-Driven Models with a Markov Model approach

Gianluca Binelli

Booster Box

Why your attribution model sucks? How to step beyond Data-Driven Models with a Markov Model approach

The choice of the right attribution model is a challenge for most advertisers. We all know the limitation of Last Click attribution model. We will illustrate the limitations of other, more comprehensive pre-defined attribution models such as Time Decay and Position Based or Data Driven. We will share a solution to implement a Markov Chains based approach and will introduce an approach to test a new attribution model.

 

Key Learnings

  • Overview of attribution models and their limitations
  • How to implement a Markov Chains
  • How to test the impact of an attribution model

Gianluca Binelli

Booster Box

Paid Search

From the Trenches: Tales of Conversion Brilliance

Khalid Saleh

Invesp

From the Trenches: Tales of Conversion Brilliance

Can you start 3 days before Black Friday and generate a 10% uplift in conversions?
Increasing conversions is hard. It is hard enough when you have weeks to analyze visitor research, examine analytics and conduct testing. Try to do all of that in the span of three days and while the technical team is in the midst of a Magento platform upgrade. Most rational humans would tell you that you are out of your mind.

 

That was the challenge Invesp and Z Gallerie took on during Black Friday 2018.

 

What were the results of Black Friday? How were they different from Cyber Monday? What worked, what failed, what could have been better?

Successful conversion projects require an agile attitude and methodology. This project required an approach that is beyond agile. The teams had to execute flawlessly.

 

The session will walk attendees through the step by step process the two teams took on to implement conversion optimization project for Z Gallerie. It will include several case studies showing the before and after designs and the conversion impact.

 

In this session, attendees will learn:

  • Detailed 14 step process to increase an ecommerce website conversion rate
  • How to gain deeper insights into your website visitors and what makes them tick?
  • Creating “WOW” moments turning online visitors into lifetime customers

Khalid Saleh

Invesp

Data & Analytics

GDPR & CCPA - WTH?

Andrew Richardson

Tinuiti

GDPR & CCPA - WTH?

It’s been a year since GDPR went into effect. In this session, you will learn how privacy regulations have impacted marketing and get a glimpse of what’s to come. Actionable takeaways from this session include:

  • Data Inventory – what is it, why is it necessary
  • Marketing vendors and data compliance – are you safe?
  • What resources (tools, consultants, attorneys) are needed to comply today and maintain ongoing compliance?
  • Analytics and privacy – how do I know if I’m compliant?
  • What else not to do? Sending CRM lists to vendors, pixel audits, unsubscribes – are they being scrubbed from your ENTIRE system?

Andrew Richardson

Tinuiti

Paid Search

How To Use Language Psychology To Supercharge Your PPC Campaigns

Helen Freeman

Impression

How To Use Language Psychology To Supercharge Your PPC Campaigns

With the rise of the zero-click search, making our products stand out online is becoming harder than ever. Smart use of language is essential for persuading users to click on our ads.

In this session, you will learn:

  • 6 proven psychological techniques for writing scroll-stopping text ads
  • Why language psychology should be a key consideration in any PPC campaign
  • How to use audience personas to understand how your potential customers want you to talk to them

Helen Freeman

Impression

Breakouts
14:00 – 14:45

Advanced

Dear Diary. My reporting sucks.

Jill Quick

The Coloring in Dept.

Dear Diary. My reporting sucks.

Your boss has asked you to send her a report on your marketing, channel specific, and she wants it, yesterday!

 

Panic, what do you do?

 

Log into Google Analytics, Google Ads, Facebook, and all that. But, when you are looking at your reports, all full of numbers, it’s pretty difficult to figure out how you turn these data points into insights for your company’s growth. Really hard.

 

You send in a massive report, and it is met with questions, questions and more questions.

 

Breathe.

 

What if you had a framework to use?

What if you knew which metrics mattered?

What if you could present a story with your data?

What is even possible, when you have so many data sources?

What if you could show up and ‘WOW’ your boss with some advanced reporting skills?

 

Sweet lord, what if?

Jill Quick

The Coloring in Dept.

Paid Search

Customer Journey Retargeting: A personalized approach to retargeting on Facebook

Scott Wright

Another Digital Agency

Customer Journey Retargeting: A personalized approach to retargeting on Facebook

In this session, you will learn exactly what customer journey targeting is, how to easily implement this technique across the customer journey and the key benefits of adopting customer journey retargeting for your campaigns and clients.

Scott Wright

Another Digital Agency

Paid Search

The AdBlocker Future: Evolving In A World without PPC

Amy McManus

AM Marketing

The AdBlocker Future: Evolving In A World without PPC

The mantra of digital is (or should be) ‘evolve or die’. AdBlockers aren’t going to go anywhere, they’re here to stay. So you can either evolve and find new, creative ways to advertise to your customers, or get left behind. Ad Blockers are set to cost the advertising industry over $20 billion by 2020. So in a future where Ad Blockers could be used by every device, how will the boundaries of online advertising change? Who survives, who is left behind and what, if anything, replaces online advertising as we currently know it?

 

What attendees with learn:

  • How AdBlockers use has evolved over the past few years.
  • How AdBlockers have already changed our industry.
  • The creative ways advertisers are getting round it (and you can too)

Amy McManus

AM Marketing

CRO

Speed Is A Killer: How To Perfect Your Landing Page Experience

Polly Pospelova

Delete

Speed Is A Killer: How To Perfect Your Landing Page Experience

This session will tell the story of a real Google Ads campaign where an unexpected page speed drop led to a jaw dropping amount of lost opportunities. Polly will discuss the overall importance of page speed and its impact on your conversion and revenue, as well as stressing the importance of how search engine advertising and page speed going hand in hand.

 

In this session, you will learn:

  • How to identify page speed issues
  • Which issues cause the greatest harm
  • What Paid Media Managers can do to perfect landing page experience and grow revenue

Polly Pospelova

Delete

Breakouts
15:15 - 16:00

Advanced

Paid Marketing and Sales Alignment

Sahil Jain

AdStage

Paid Marketing and Sales Alignment

The world of marketing has changed. Marketing has evolved from a cost center to primary revenue center. Now, proving marketing impact to sales is more important than ever. As PPC marketers, it is critical for us to prove what every $1 drives in terms of Revenue/Pipeline. This session will cover the change in marketing organizations and jump into step by step tactics to connect your PPC data to down-funnel outcomes like Pipeline and Revenue.

Sahil Jain

AdStage

Paid Search

Voice Search Optimization: Learn where to start and how to measure impact correctly combined with the right future proof KPI's

Twan Hurkmans

Greenhouse

Voice Search Optimization: Learn where to start and how to measure impact correctly combined with the right future proof KPI's

Learn where to start and how to measure impact correctly combined with the right future proof KPI’s.

 

Assistant Search, Chatbot Search and Voice Search Optimization (VSO) are the 3 elements of Conversational Search. With VSO a brand can become the spoken answer by the use of a Featured Snippet (FS). But what are the right FS’s to focus on? What is a good approach in order to find those sweet spots? And how can you leverage a good VSO strategy with the best future proof KPI’s?

 

In this session, I will explain our VSO approach in order to claim all FS’s within a vertical based on relevancy, value and potential. Next to that, we want to explain that all current metrics, such as views and website traffic, are not the right metrics to focus on when getting and maintaining a (set of) Featured Snippet(s). We created a visibility metric (because a FS is a unique organic format) and a hearability metric (because a FS is a spoken result within the Google Assistant environment and therefore, you are hearable as a brand) in order to measure a VSO project appropriately for years to come.

 

In short, you will learn how to:

  • Define the Featured Snippet sweet spots based on our VSO strategy
  • Identify elements that increases your chances to steal FS’s
  • Think beyond the current metrics in order to measure VSO impact correctly

Twan Hurkmans

Greenhouse

Data & Analytics

What Paid Search Means in the Age of Experience

Jocelyn Le Conte

Merkle

What Paid Search Means in the Age of Experience

Google can now see you, hear you and anticipate your every need. And we expect nothing less than instant, personalised results as we say goodbye to the Age of Information and usher in the Age of Experience. In this session, you will learn how the SERP has transitioned from a directory to an engagement platform, why tech and tools are more important than ever and how to combine audience profiles with data for “Search Experience Marketing”.

Jocelyn Le Conte

Merkle

Paid Search

The Future Is Here: How Messenger Bots Will Affect Your Marketing Strategy and Increase Your Revenue

Lars Maat

Maatwerk Online

The Future Is Here: How Messenger Bots Will Affect Your Marketing Strategy and Increase Your Revenue

In this session, you will learn the possibilities of messengerbots. I’ll discuss why messenger is the next big thing, why you and your clients should start with messengerbots and I’ll show you how to not only build a bot but also how to grow the amount of people communicating with your bot.

The three key learnings here are:

  • The possibilities of messengerbots
  • How to build a bot
  • How to grow your bot

Lars Maat

Maatwerk Online

Keynote and Closing
16:15 - 17:15

Could 80% of How We're Doing PPC Be Wrong?

Forces beyond the control of PPC rockstars have created the perfect storm where only those who adapt to the new realities of search marketing will survive. We’ve all ridden the coattails of Google for too long and we’ve reached a pivotal moment in time where Google Ads is so different from AdWords that we need to rethink our role and how we can add enough value to keep our jobs.

 

Come learn:

 

  • What archaic AdWords techniques PPC pros waste time on (yeah, it’s called Google Ads now and it needs a new approach too!)
  • What modern Google Ads management looks like
  • The trends driving the next wave of change and how we can get ready for it now

Frederick Vallaeys

Optmyzr