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

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

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.

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

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

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

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

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

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

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.

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.

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

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

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

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.

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.

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.