Many talks at conferences have focused on improving account structure of Shopping (including some of Dave’s!). However, once you’ve gotten the perfect shopping account structure, how do you optimise after that? Dave will share the 6 other optimisation strategies that we have engaged in to fantastic results:

• Price setting & Competitor under-cutting
• Image Optimisation (Visual Variety & letting Google test images for you)
• Keyword Stuffing of Headlines
• Multiple Product Creation & Entry
• Promotion Mechanics
• Gaming Google’s Automated Extensions

Everybody talks about AI at the moment. Howerver, most companies and agencies are not even using automated bidding strategies to make use of this easily accessible form of “artificial intelligence”.

Why is that so? Is it a fear of losing control? Are account managers worried about their jobs disappearing if they cannot log time for “manual bidding” anymore or, very simply, is automated bidding not as good as old-fashioned manual bidding by an experienced account manager? In the last couple of years, Sven Oliver has worked with bidding strategies from Marin, DoubleClick, Adference (a smaller company in Germany) and Google´s own Smart Bidding strategies and encountered the resistance to automatization first-hand in different teams.

This session will answer:

• Should account managers be worried about handing over control to automated bidding strategies? (Spoiler: No, there is still plenty of work to be done.)
• Is there a substantial increase in performance that would make it imperative to use them? (Talking about competition, huh?)
• Which framework is required to use automated bidding strategies successfully. (Account structure, conversion volume, etc.)

Are you one of the many B2B businesses who doesn’t think Facebook marketing is an effective lead generation channel? If so, allow me to try and change your mind. In this session, Jennifer will discuss:

• How reframing the awareness funnel upped our targeting game
• Hacks that drastically improved our ad copy
• Clever integrations that empowered Sales to focus their energy on leads that were most likely to convert

Within 6 months of implementing these tactics, we saw a 417% increase in leads from Facebook, without sacrificing lead quality…or going broke.

The average landing page bounce rate is 70-80%. The main reason for this alarmingly high rate is the absence of a category called “post-click optimization.” Creating an optimized ad is important, but the ad click is not the only thing that’s important, nor is it where the conversion occurs. In this session, you will learn:

In this session, you’ll learn how to turn your audience targets and content strategy into a system, and
why building a system is more powerful than just a simple demographic buy. Julia will specifically share:

• How to build an ad strategy from various audiences and content
• How to use RLSAs for more than just standard retargeting
• Bringing Similar Audiences for Search (Google’s version of lookalikes) into your expansion
  strategy

In this presentation, Cesar will show you how to leverage Adwords business data to create custom ad feeds. With customizers, you can create an ad text that has the possibility to have hundreds of variations, allowing you to scale and tailor your messaging to your specific targets. In this session, you’ll learn:

• Adwords business data and how it works to create custom ads
• Step by step, creating and uploading a data feed
• Use cases to take home and begin launching your own ad customizers

Acquisio dives into a study of 50,000 AdWords and Bing campaigns with and without machine
learning to reveal the true impact artificial intelligence has on paid search. Never before have so
many campaigns powered by machine learning been captured and compared side-by-side to
campaigns using manual campaign management. The candid results of this study show that
PPC and machine learning are not a one-size-fits-all for every industry.

In this talk, Acquisio’s Founder Marc Poirier will illuminate the impact AI is having on PPC at an
industry level, revealing the ins and outs of campaign management using machine learning
optimization today. He will use these new AI-PPC benchmarks as a springboard to deep dive on
5 of the most interesting industry-specific results from our research. From Legal to B2B and
Travel, there are a lot of interesting stories to be told and industry specific insights to share
across the 4 most important paid media metrics, with and without machine learning.

The EU GDPR consent laws can seriously affect the way PPC marketers conduct business. Consent impacts both B2B and B2C PPC activities as well as deeper business activities that may require consent, such as automatic decision making, processing special categories of data or cross-border data transfers. This session will help PPC marketers understand why consent is so unique under the GDPR, when you do (and don’t) need consent and practical case studies on how to tackle consent, re-consent and preference management in practice. This session will:

• Discuss how to address the four critical components of PPC marketing compliance
• Show how to build GDPR-approved consent PPC marketing practices
• Review GDPR/ePrivacy regulation, scope and the new legal obligations it presents for PPC marketers
• Give you an understanding on how to obtain and create a central database of valid consent
• Show various techniques to improve your organisation’s overall compliance practices

Facebook and Instagram video ads are still a heavily underutilized creative format for B2C and even more so, for B2B brands. Videos are not only effective in capturing the attention of potential customers, they more often than not, convert at higher rates over their static image counterparts.

Looking to improve your campaign performance? Learn how to effectively and affordably create and utilize video in your campaigns to increase engagements, visibility, traffic, and conversions.

Key learnings will include:

• Strategies for B2C and B2B brands on how stand out among the stillness of the News Feed and increase conversions.
• Solid understanding of effective and advanced video tactics.
• Tools to create video content for Facebook and Instagram Ads.

• How to think beyond the three Shopping campaign priorities
• How Single Product Ad Groups can unlock features and make your life easier
• How AdWords Scripts can help you manage and maintain a great Google Shopping structure

This session will cover three aspects of YouTube ads:

1. Creative – Attendees will garner a full understanding of true view model on YouTube. Best practices in video development and building specifically for the platform and placement. Lastly making the most of the most valuable impression on the web, zero to thirty seconds on YouTube.
2. Targeting – Learn advanced tactical targeting strategies. New AdWords UI functionality. Combining search & video as well as what to expect in 2018 from YouTube and AdWords.
3. Strategy – The truth about YouTube and when an advertiser is ready. How to compare YouTube and Facebook video from a user experience and advertising strategy perspectives.

After this session, attendees will leave with:

• An overview of existing approaches. What tools and scripts help with query processing, where do they fail?
• Stringbased entity extraction from product feeds will only take you to 85% accuracy. What are the limits to this approach? What are the steps to to full automation? An example script will be provided.
• A PPC checklist for the machine learning approach. What cloud APIs help with the classification task of good and bad keywords? Where is it necessary to build your own model? What does in ideal process look like?

Pinterest users are conducting 600 Million+ visual searches per month on the platform. Did you know this… are you using Pinterest? 

Our B2B and ecom clients that are growing their business by 11% on Pinterest. We want to see you grow your business too. This hands-on session is going to take you through the world of Pinterest and everything we have learned. In this session, you will learn the following:

• The Dos and Don’ts of marketing on Pinterest
• When people start their search for major holidays, sports, Pride and fashion week events
• What the mysterious CTR threshold is and how it can turbo charge your campaign
• How to segment your campaign for the best results
• Why you should stay away from the “One Tab” feature
• Are you ready for the marketing nirvana that is Pinterest?

Quora launched its self-service PPC platform in May 2016. Many marketers are already using this platform across a variety of verticals. Hear directly from leaders at Quora about how the Quora PPC platform can add to your marketing toolset. What is unique about the platform and the audience, our vision for the platform and newly released features.

Your data doesn’t live in a vacuum. It’s a complex world, with lots of different data points, ultimately combining to make a potentially useless mess of noise which you can’t do anything with except give up, and go get a drink. My hope is to show several different ways you can, and we have, combined data to provide actionable insights and measurable improvements in click through and conversion rates. On top of that a poor man’s guide to leveraging some basic machine learning in your practice, even if you don’t have a smarty pants data scientist at your beck and call.

It is a well-known challenge every marketer has to deal with: clients who want agencies to outperform their search activities without losing power over the message shown in the ads. Experience learns that a feed is not always the right solution or not even possible. With Ad Customizers you have a solution that will fit in any situation.

In this session you will learn to combine the power of Ad Customizers with Google Sheets and how this will result in an setup where it’s possible to co-create, alter and manage these at scale, for as many ads as you want in the blink of an eye.

This session will explain in what way you can co-operate with your clients on the ads and keep track of this in one shared file instead of your inbox. This means you can focus on maximizing the performance of the Search account instead of losing too much time on repetitive tasks such as ad copies. Furthermore you will walk away with valuable insights and best practices about current setups within different markets.

This session will teach you the a simple yet powerful strategy to leverage LinkedIn Advertising. AdWords generates leads for B2B but a high percentage can be unqualified. Do you want to get leads that match your exact target market, title and location? Using LinkedIn Ads has changed the way B2B marketers can reach the companies and decision makers they are targeting. Takeaways include:

• The Difference Between Sales Navigator, LinkedIn Ads, InMail and Sponsored Content
• How to optimize CPC and budget with improved Image and Ad Text
• Learn exactly how to nurture these Leads into an Opportunity sales call
• How to optimize the audience or target companies you want to connect with

Session description coming soon

This session will detail how you can utilise programmatic advertising as a performance marketing tool. This will cover:

• Key KPI’s
• Utilising data to maximise your approach
• How you should be utilising your audience targeting to stand out from competitors
• Why creative is king
• The future of programmatic advertising

Attendees to this session should leave understanding:

• How to measure programmatic advertising
• How to run successful programmatic strategies with clever creative
• What the future looks like in this space and why it is more exciting than ever!

The PPC Industry grows seemingly at the speed of light. Advancements in Artificial Intelligence, tracking, and ad copy have left us with a vast sea of opportunities for reaching the right person at the right time with the right message. But how, as PPC marketers, chart our course across these sometimes choppy waters? In this presentation, I will lead attendees on a journey to PPC success. Together we will answer the following questions:

• What are the options for targeting audiences in search?
• How do personas translate into audiences?
• How can audiences and keywords work together to maximize performance?

Attendees will leave with a greater understanding of Google’s audience targeting, new ideas for segmenting search campaigns, and a few tricks for killer ad copy. Join me across the pond and together we will dive into the depths Search Audiences.

Did you know 99% of PPC reports are never looked at by your client or manager? And yet you spend so much time creating these nice looking charts and tables. It’s because they care about two things only, and unfortunately, these are often neglected in reporting:

• Actionable recommendations, including the required time and money to implement them.
• The expected business impact of these recommendations, usually in terms of revenue gains or cost savings.

So stating the CPA went up because the conversion rate went down in your reports is just the start. It should never end there. That’s why in this talk, I’ll share the following with the audience:

• A framework that captures all PPC analysis and recommendations in 7 high-level categories, and how to prioritize these categories and within these categories. These categories are: critical issues, budget issues, account activity, growth opportunities, cost-saving opportunities, anomalies, and account hygiene issues.
• The most complete PPC root cause analysis chart ever created. In it, you’ll find all the metrics and events that influence your key metrics (such as ROAS and CPA), so you can easily find why these have changed.
• Tools and scripts that can help you generate the right insights and recommendations faster.

Ever lead a team? Been on a team? Talked to another human? Then this session is for you! Hear the tips I’ve used as a paid media leader at a company whose workforce has quadrupled over the last four years. Find out how to be intentional with your culture, manage wisely, and have fun while doing it! Come away with habits you can start immediately to boost your team’s culture and set everyone up for success.

How do you know if your paid marketing actually works? How do you prove that your marketing budget is well spent? ROI is the ultimate marketing success metric. It holds marketers accountable for the results, helps them spend their budget better, and shows the real impact on the company’s revenue.

While the ROI calculation looks pretty straightforward, the B2B buyer journey adds a lot of complexities to actually using it.

In this session, you’ll learn how to go from last-click attribution to full-funnel measurement and understand the true return on paid marketing investment in B2B. Key takeaways:

• Learn how marketers can improve lead quality by measuring deeper-funnel metrics
• Understand why conversions aren’t people and how B2B marketing measurement must account for online and offline touches
• Implement new impactful reports in your organization to get the CMO’s buy-in

Mastering Excel is an essential skill when managing PPC-campaigns in an efficient way. Blue Mango Interactive (Greenhouse Group) is always focused on developing this skill by sharing knowledge, building templates, discovering new ways of using formulas and creating easy-to-create macros to accelerate our work. Because our experience can help other PPC-managers make their work more efficient, we are excited to show our ways of managing accounts and data in Excel.

In this session, you will learn 7 advanced Excel-functions every PPC-manager needs to know, including:

• Creating campaigns, ad groups, ads, keywords and URLs with the use of formulas;
• Creating your first macro without using VBA script;
• Using formulas to dynamically change ad customizer content in Google Sheets;
• Linking the data in your Excel file to other Microsoft Office products.

It’s well known that high performers and diverse employees deliver significantly more value to your company. This is why it’s crucial to hire the right people for your team to help your company grow. However, as a leader in your company, hiring additional team members can easily become another project on your expanding to-do list. After all, isn’t it HR’s job to hire people? In this session, we’ll discuss ways to:

• Find great employees who thrive on your team, whether or not they have previous PPC experience
• Train your hiring team to focus on diversity to drive positive business results
• Create a comprehensive on-boarding process in which your new hire, supervisor, and entire team is accountable for the new hire’s development and success
• Build resilience and a culture of recognition on your team to increase accountability, creativity, and productivity

Google and Facebook’s duopoly of digital marketing is indisputable, and both are fiercely protective of their data. Facebook have long been notorious for limiting the amount of data that can be shared with 3^rd party reporting tools, and this problem has only been exacerbated with the recent slew of scandals and launch of the GDPR. This has left many clients in a situation where their social activity sits entirely separate from the rest of their digital ecosystem. For clients running their search and display through the Google stack, it’s a struggle to gain an accurate picture of user journeys that include social, and which touchpoints are really driving performance. But there are solutions; it is possible to gain an accurate, holistic view of your digital media. This session will take a detailed look at the tools available to help you bring your Google and Facebook data together, gaining accuracy and driving more effective business decisions. Attendees will leave with:

• A clearer understanding of the current challenges with tracking across the duopoly, and the options available to overcome them
• The ability to select the right tools for their business needs
• Proven examples of using accurate measurement to drive stronger business performance

Google Store Visits can be extremely useful for retailers with offline stores. However, a lot of retailers have doubts about incrementality: i.e. can those measured Store Visits really be attributed to the Paid Search efforts? Or would people have gone to the store regardless of clicking on that ad? These are very fair and essential questions that need to be answered to steer on these Store Visits with confidence. To this end, iProspect and Action.com, a large retailer with over 1.000 stores in Europe, set out to develop a unique test to answer these questions once and for all. In this session, you will learn:

• How to test the incrementality of Google Store Visits, by using a unique experiment with a Dummy website
• The details, results and implications of this experiment
• How to use Google Store Visits for an omnichannel Paid Search strategy

It is sometimes difficult to persuade clients or management to adopt new approaches, test new functionality and move the status quo. And for years, we didn’t need to, as “Adwords” and “PPC” functionalities hardly evolved, but that has changed over the past couple of years. In order to bring you insights into what is working and what is not, we have analysed the top entries in 2018 European and US search awards to identify the Strategies, Tactics and Functionalities the most advanced digital marketing agencies are using. In this session you will therefore learn:

• What paid search strategies are winning in 2018
• What paid search tactics are the most successful
• What Search engines functionalities are bringing new value to campaigns

If your brand or agency is running international PPC campaigns, China is likely one of your focus markets.

With 800 million monthly users and over 75% market share, Baidu is where you need your ads to be seen if you want to reach a Chinese audience.

We’ll look at some of the main differences in running day to day paid search campaigns on the Baidu platform compared with Google AdWords, where most of us are most comfortable.

We’ll start with basic differences in ad types, keywords match types etc and move onto some of the more hidden away, advanced features that make Baidu a very sophisticated, yet complex PPC platform.

The ability to grab and hold a user’s attention, especially on a mobile device gets more difficult every year. Video content in Social Media is quickly becoming the cost effective way to cut through the noise and hold people’s attention. We have tested Twitter, Instagram, Facebook, YouTube and LinkedIn for audience growth, social engagement and content creation. You will learn how we streamed various types of live events to create video content for ads. ​ After this session, you will be able to:

• ​Prioritize the various video marketing options
• Maximize the impact of video content with behavioral retargeting
• Track and optimize social video in marketing campaigns.

We all invest time to look at our own data, but how many resources are you willing to put into investigating your competitors?

A competitive data analysis is crucial to help you understand and succeed amidst rising prices in the hyper-competitive PPC sphere. But with the right strategy and tools, diving into a comprehensive data analysis is easy.

In this session you’ll learn how to…

• Discover the competitors in your niche and reverse-engineer their strategies
• Identify and analyze competitor creatives
• Identify competitive gaps (keywords targeted by your competitors but not you)
• Find ideas for your campaigns, both on desktop and mobile

In this session, we’ll discuss how to maximise eCom sales on social by engaging with consumers at relevant stages in the sales funnel. We’ll introduce you to the funnel itself, and by the end of the session, you will learn:

• Why targeting each funnel stage can be vital for driving direct response
• How to activate a full-funnel campaign with the right strategy/ad formats
• What tools you have available to optimise and guarantee continued success

Session description coming soon

Coming Soon

Growth is particularly challenging on mature accounts. In this talk, we will see how repurposing keywords can boost performance. We will present how to use remarketing to unleash keywords that are normally too broad to be effective. And make sure you keep your brand in-front of people who know you. Also we will take advantage of the breadth and depth of the data you have accrued to unlock new traffic and layer demographic performance and calculate bid adjustments based on location, time and device to hit those sweet spots of high conversion. Finally, we will show how to reach those who are already in the funnel, but also when they are not searching on Google. We use two incredible automation (yes free scripts for everyone!): Cherry Picker: YouTube is the world’s second largest search engine. We scrape search results for our top performing keywords with our friendly neighborhood bot. With a little human review we can then target large numbers of hand picked video search results that are relevant to customers. Pincer Move: Laser target the placements that show up in the SERPS of our top keywords so that we are there, even when a customer doesn’t click on our ad. Again, we scrape the SERPs for our best keywords with a little script so we can target specific websites.

I’m going to bet that you, your boss, or your clients are looking at Google Analytics and making decisions about where to invest money, what strategy to push, which tactics are working, who gets a raise, and who gets the sack.

However, if the data inside that GA report is a little grubby, inaccurate, or lying to you, then you are making bad choices before you have even finished your morning coffee.

In this talk Jill will share these mistakes, and what to do to fix them, including themes like:

• How GA accounts are structured and what options you should be looking at for your sites
• What toggles and settings do you need to care about, and the impact that has on your data
• What you can do with the right Event Tracking (spoiler: loads of cool stuff!)
• Making the most out of advanced features such as Custom Dimensions and Data Import