CPCs and CACs are spiking across the board, while advertising giants like Google, Facebook & Microsoft are implementing more targeting options and automation while simultaneously removing many of the controls marketers have historically used to prevent wasted spend. This reality is a perfect storm that is will result in most marketers spending more and getting a LOT less.

Given this reality (and the relentless march toward more automation), having a deep understanding of account structures – and how to leverage them to achieve your goals – has never been more important. In this session, we’ll dive deep into the essential account and targeting structures + how they can be used to prevent automation from running wild.

• Understand the common SEM account structures (alpha/beta, SKAG/STAG, Cascade, etc.) – as well as the benefits and limitations of each
• Learn how to overlay new targeting data + options onto existing account structures to create robust, intent-driven campaigns
• Understand how different account & targeting structures impact various automated strategies and learn how to use scripts and rules to enable your campaigns to evolve while not running wild.

Macy’s talk will be looking at the potential impact of losing third party cookies across all web browsers, and how advertisers can mitigate the loss of valuable data using technology and adapting their data collection practices. She’ll be sharing insight into how companies are already future-proofing their data collection approach, and why taking ownership of consumer data doesn’t need to be daunting.

Attendees will leave Macy’s talk knowing;

• What the potential impact of losing third party cookies will be.
• What technology providers are doing to combat this.
• How they can harness first-party data to mitigate this loss.

Sarah’s talk focuses on career growth and how to foster inclusive, friendly environments in hybrid working models. She’ll discuss transitioning current employees to hybrid working, supporting those who are new to digital, and what companies must focus on during recruitment to maintain a positive environment when onboarding new staff.

Attendees will learn;

• How to implement changes to foster a positive work environment, even through computer screens.
• What they can do to make team catch ups more engaging and useful.
• What line managers must look for in remote workers and how to assess culture fit in video interviews.

It’s estimated that global losses to click fraud on digital ads will be over $50 billion a year by 2025. In this session you will learn what ad fraud really is, how it affects not only digital ads, but also has an impact across all related digital marketing activities. You will walk away from this session with clarity about how you can measure the impact of ad fraud, what to look out for, and with several key takeaways about what you can change to reduce the impact on your activities.

One year after founding her PPC agency, Amy was hit by a car and lost the use of her legs. Despite permanently damaging her spine suffering with PTSD, chronic pain, and undergoing spinal fusion surgery, she grew her agency to win multiple national awards. In 2021 Amy sold AM Marketing and travelled solo around Europe for 2 months, hiking over 600km. If you want to learn how to overcome challenges, set and achieve your goals, think positively in difficult times and look after your mental health, this is the talk for you!

Making use of the rivalry between TikTok Ads and Instagram Reels Ads, we will present two experiments we launched on these platforms. TikTok has gained huge popularity so we wanted to be among the firsts to test what this platform can bring us in terms of advertising, as well as Instagram Reels Ads.
During this session you will gain data about:

– what we learned from these experiments
– how a product video performed on these platforms compared to a native one
– what the costs were for various metrics on these platforms
– how to use these advertising platforms according to your marketing plans

No matter your attribution model, Google Shopping has an inherent chaos in it: the clicked vs. bought dilemma, an effect of the consumer journey sometimes called “the messy middle”. This brings blurriness to optimization, which is compounded by widespread use of ROAS as a loose proxy for profit.

Tracking and optimizing based on order profit instead of revenue allows you to both capture valuable consumer insight and get to the true business value of the channel. This way, you can turn the chaos of clicked vs. bought into a new intelligence source for your broader marketing efforts.

In this talk you will learn:

• a practical framework for implementing profit tracking via Google Analytics
• how to visualize and use order data to discover order openers, frequent item sets, and replacement products
• more advanced profit modeling concepts including customer lifetime value

With the rise in DDA modeling and a greater focus on holistic attribution, we have seen digital marketing take great leaps in improving the way we attribute value to our different media channels and determine optimal investment across them. However, there are gaps in the ability of any digital platform to accurately and fully understand the impact of our media investment across all channels. This is where incrementality testing comes in. When done effectively, incrementality testing can help you decide where to more effectively drive revenue uplift, and help make savings where conversions would have occurred anyway without additional media input.

In this presentation, you will learn

• A clear idea of what incrementality is and the value understanding it can add to your marketing modeling
• The best practice of how to use different testing types to prove incrementality in lower-funnel/performance marketing channels to prevent over-valuation of them
• How to take results from these tests and factor them into your digital marketing attribution model

GA4 is the biggest thing to happen in analytics in a decade! Despite the PR from GA about
this ‘upgrade’ it is not a carbon copy of Universal Analytics. It is a completely new model, and will impact everything we do around reporting.
Every single website that uses GA is going to have to break from what they traditionally know about Universal Analytics and adapt, migrate and learn how to use the new platform.
But let’s face it, no one likes change, change is hard. However, change also brings new
opportunities, and there are some things we can do in GA4 that will get you really excited.
Join Jill for this session where you will look at how to navigate your journey of using GA as
you know it, to the new GA4 model, and how you can use GA4 to get more out of your paid
media strategies.

There’s no denying that Amazon is the key player when it comes to ecommerce, but Google is a close second. At the moment people see them as polar opposites but they are two sides of the same coin, what makes them different? Data!

Data and search are pretty much the big topics I see everyone talking about. What I’ve noticed with a lot people (clients and a lot of agencies) is that by not knowing what to do with their data, it’s costing the company a small fortune, not just loss of potential new revenue/ customer but also lost revenue on acquiring data and not understanding what they should be doing with it.

My talk will be the step by step actions I take with my clients to make sure all their marketing from TV, radio, search and email are all feeding into each other, and how you can use them in Google against Amazon and Visa versa! I’ll also breaking down HOW data should feed all aspects of ecommerce.

Three key learnings:

• Using Google and Amazon against each other
• Where to get this Data
• Using this to build your brand and drive customer acquisition

This session will provide guidance on how to best set up for success for identifying the type of tech you need in a business & selecting the best vendor to achieve your goals. Ensuring usage remains high 6 months down the line and the tool isn’t forgotten about!

Although built on the same foundations of audiences and creative, Meta’s best practises have changed almost beyond recognition from what they were a year ago, thanks to Apple’s ATT updates. Many advertisers are seeing trends lines of CPMs, CPCs, CPAs and ROAS moving significantly in the wrong direction and year on year comparisons just aren’t possible (yet). However there are factors and optimisation techniques that can turn trendlines around and move stats into the green again. In this session you will learn what’s working right now in Meta campaigns and come away with practical actions you can implement right now.

In this session, you will learn the value of PPC and where it fits into an overall marketing strategy. Too often, PPC is seen as expensive and inefficient. These are often common misconceptions from those who are generally single channel minded, or haven’t explored PPC in depth. In this talk, Azeem will demonstrate how to begin to accurately place PPC into an overall marketing strategy.

You’ll learn how to overcome common objections about the channel, how to respond to views around investing less into PPC, and become more confident at addressing misconceptions about the channel – to improve your overall marketing strategies.

Google Tag Manager (GTM) is an incredibly powerful tool that allows advertisers to implement and customise tracking, all whilst bypassing the need for time intensive development support.

With all the benefits that can be gained, having a basic knowledge and ability within GTM makes your life easier, increases the breadth of your ability as an advertiser and means you can get the tracking you need implemented faster.

What you’ll learn:

• How to get started with GTM
• What you can achieve with GTM
• 5 GTM implementations you can action right away

Smart V’s Traditional, both work but both require very different strategies. My Generator, was so successful they bought their biggest rival. A true David and Goliath story, where their traditional shopping campaign ended up taking Goliaths defeated Smart offering, then scaling the ROAS by a factor of 700%.

Red Dress are a US fashion house, but like other fashion retailers, had seen the likes of Shein storm the market. Fashion ROAS are getting harder to achieve but visual AI applied to the feed, saw it morph into a Smart/Traditional hybrid, achieving +107% ROAS, +52% Revenue and -27% cost reduction.

In this session you will learn how to:

• Decide whether to use Smart, Traditional or Hybrid Shopping
• Spot opportunities in your product feed for increased in Sales
• Find the 10% of potential sales hiding in clear sight that everyone misses

Branded keywords are always a hot topic between SEO and SEA. Advertising leads to cannibalization on free organic rankings, but if we don’t, we might lose valuable click share.

In this session I will share a unique approach, to pay exactly what each branded click is worth for Search as a whole. I will explain:

· How to group your branded keywords based on incremental performance

· How to calculate the right target for your branded keywords

· How to set up solid incrementality experiments for your branded keywords

· How to deal with other branded factors like resellers and news articles

2022 could be the last year that 3rd party, cookie-based tracking technologies deliver the sweet ROI that digital marketers have grown so accustomed to. Even if it’s not, acquisition marketers must act now to gain deeper insights into their prospects earlier in the journey, and to leverage the mountains of data in their tech stacks.

Here are 3 key learnings you’ll get:

• The performance marketer’s new must-have skills in a post-3rd party cookie digital marketing landscape.
• Ways to identify and feed 1st party data into digital ad platforms like Google and Facebook for outsized ROAS.
• A new approach to high-volume creative production and testing that’s better aligned with performance marketing (and won’t break the bank).

Google’s newest catch-all campaign type—Performance Max—has elements of its predecessors, Smart Campaigns and Discovery, but is the first of its kind to also include Google’s marquee function, Search.

In this session, you’ll learn how to best utilize this new, far-reaching format (e.g. folding into existing remarketing tactics), and when to avoid it (e.g. if your client is particularly concerned with granular placement reporting). Come to this session to find out how to best leverage this emerging campaign type to unlock new prospects and yield a greater return on investment for your clients.

It’s hard for retailers and brands in the current climate. But as another competitor sadly bites the dust, they leave behind opportunities to capture market share. In this fast-paced talk, you’ll learn actionable paid media strategies to increase market share and stave off competitors, with genuine case studies! You will leave the session with: The data-backed reasons why retailers and brands are becoming squeezed How to better leverage your own data to outperform the competition How to strategically invest in brand-led activity across multiple channels How to set growth-focused targets without hindering current ROI BONUS hands-on paid media tips to implement in your accounts today.

Marketers love a good theory based on common sense and insight. But we also have a history of not robustly testing ideas, instead relying on industry myths and half-truths. Marketing science has begun to change that, with process grounded in research and testing to create better strategic thinking.

I’ll be show how creativity influences people, unpacking the three most common myths in marketing, outlining five KPIs teams should always track, and how to conduct research which drives lasting growth.

The three biggest takeaways are:

1. How to conduct proper research for marketing purposes
2. How research fits in with setting strategy
3. How to avoid wonky thinking in creative work