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.

In a data fueled world; Why and how can advertisers use data to fuel their online Paid campaigns. This session will showcase some tactics to leverage data for stronger campaign impact, as consumers move across offline to the online space and vice versa.

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;
• Linking the data in your Excel file to other Microsoft Office products.

• Hire the right candidates who thrive on your team
• Train your supervisors, hiring team, and new hires to increase accountability and productivity
• Retain your team by understanding the employee lifecycle and your role in setting your team up for success

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