Change City: Austin London

Agenda

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

  • Day 1
  • Day 2
Registration & Breakfast
8:00 - 9:00
Welcome to Hero Conf London 2022 with Jeff Allen
9:00 - 9:15
Keynote | Brave Marketers
9:15 - 10:00

How to Increase Confidence, Take Risks and Get More Done

Creative risk is a central pillar to successful marketing campaigns and believing in yourself, and your ideas, is essential to this. As well as being able to confidently express yourself, your worth and your ideas. In this practical and inspiring talk you will learn:

  • How to regulate nerves before pitches, meetings and calls
  • Practical ways to believe in yourself and your skills
  • Increase buy-in and engagement when presenting to clients or stakeholders

Kirsty Hulse

Roar Training

Refreshment Break
10:00 – 10:15
Breakout Sessions
10:15 – 11:00

Porter Tun

The Art & Science of PPC Account Structures

Sam Tomlinson

Warschawski

The Art & Science of PPC Account Structures

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.

Sam Tomlinson

Warschawski

Upper Sugar

How to Use Technology to Combat the Dawn of Cookieless Advertising

Macy Edwards

ClickThrough Marketing

How to Use Technology to Combat the Dawn of Cookieless Advertising

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.

Macy Edwards

ClickThrough Marketing

Smeaton 1

How to Build Team Relationships and Foster Confidence in a Hybrid Working Model

Sarah Clarke

ClickThrough Marketing

How to Build Team Relationships and Foster Confidence in a Hybrid Working Model

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.

Sarah Clarke

ClickThrough Marketing

Smeaton 2

Ad Fraud: Your Hidden Enemy & How to Beat It

Stewart Boutcher

Beacon

Ad Fraud: Your Hidden Enemy & How to Beat It

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.

Stewart Boutcher

Beacon

Exhibitor Break
11:00 – 11:30
Breakout Sessions
11:30 – 12:15

Porter Tun

Triumph Over Adversity: How to Achieve Growth and Success Through Your Challenges

Amy Hopper

Amy Hopper

Triumph Over Adversity: How to Achieve Growth and Success Through Your Challenges

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!

Amy Hopper

Amy Hopper

Upper Sugar

TikTok Ads vs Instagram Reels Ads - Who Takes It All?

Csilla Borsos

Creatopy

TikTok Ads vs Instagram Reels Ads - Who Takes It All?

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

Csilla Borsos

Creatopy

Smeaton 1

Demystifying Google Shopping: Uncover Buying Patterns and Optimize for Profit

Mike Ryan & Irene Ehrengruber

Smarter Ecommerce

Demystifying Google Shopping: Uncover Buying Patterns and Optimize for Profit

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

Mike Ryan & Irene Ehrengruber

Smarter Ecommerce

Smeaton 2

More Bang for Your Buck: Determining the Incrementality of Your Activity

Orla McQuaid

Brainlabs Digital

More Bang for Your Buck: Determining the Incrementality of Your Activity

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

Orla McQuaid

Brainlabs Digital

Lunch
12:15 – 13:15
Breakout Sessions
13:15 – 14:00

Porter Tun

GA, But Not As You Know It: How to Use GA4 to Get the Most Out of Your Paid Media Strategies

Jill Quick

The Coloring in Dept.

GA, But Not As You Know It: How to Use GA4 to Get the Most Out of Your Paid Media Strategies

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.

Jill Quick

The Coloring in Dept.

Upper Sugar

How you can use Google to play Amazon ( and vice versa)

Dan Saunders

Stanley Black and Decker

How you can use Google to play Amazon ( and vice versa)

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

Dan Saunders

Stanley Black and Decker

Smeaton 1

Adtech & PPC tool adoption - how to bring order to chaos

Inderpaul Rai

ufurnish.com

Adtech & PPC tool adoption - how to bring order to chaos

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!

Inderpaul Rai

ufurnish.com

Smeaton 2

How to Cheat Meta Into Giving you Cheaper CPMs

Claire Stanley-Manock

connective3

How to Cheat Meta Into Giving you Cheaper CPMs

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.

Claire Stanley-Manock

connective3

Refreshment Break
14:00 – 14:15
Breakout Sessions
14:15 – 15:00

Porter Tun

Proving the Value of PPC Into Your Overall Marketing Strategy

Azeem Ahmad

Azeem Digital

Proving the Value of PPC Into Your Overall Marketing Strategy

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.

Azeem Ahmad

Azeem Digital

Upper Sugar

5 Google Tag Manager Must Have Chops for Advertisers

Jon Quinton

Overdrive Digital

5 Google Tag Manager Must Have Chops for Advertisers

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

Jon Quinton

Overdrive Digital

Smeaton 1

Google Shopping - There Must be Cheaper Ways to Acquire Customers?

Elizabeth Clark

Dream Agility

Google Shopping - There Must be Cheaper Ways to Acquire Customers?

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

Elizabeth Clark

Dream Agility

Smeaton 2

How to Solve An Age Old SEO-SEA Issue: How Much Should We Invest In Our Branded Keywords?

Marcel Smal

Roots Network

How to Solve An Age Old SEO-SEA Issue: How Much Should We Invest In Our Branded Keywords?

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

Marcel Smal

Roots Network

Exhibitor Break
15:00 – 15:30
Breakout Sessions
15:30 – 16:15

Porter Tun

How to Couple Data Science with Performance Creative to Transform Your Customer Acquisition

Paris Childress

Hop Online

How to Couple Data Science with Performance Creative to Transform Your Customer Acquisition

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).

Paris Childress

Hop Online

Upper Sugar

Google's Shiny New Object: Performance Max

Hillary Gillis

Outshine

Google's Shiny New Object: Performance Max

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.

Hillary Gillis

Outshine

Smeaton 1

How to Win with YouTube Ads

Eric Farmer

Wallaroo Media

How to Win with YouTube Ads

In this session, you will learn about the impact YouTube has on consumers, how to produce creative assets that convert specifically for YouTube, and how to build a video action campaign in Google Ads. Knowing these are crucial factors for any eComm brand that wants to be set up for YouTube advertising success.

Eric Farmer

Wallaroo Media

Smeaton 2

The Art and Science of Creative Persuasion

Pete Watson-Wailes

Tough & Competent

The Art and Science of Creative Persuasion

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

Pete Watson-Wailes

Tough & Competent

Refreshment Break
16:15 – 16:30
Keynote | Fireside Chat
16:30 – 17:15

Dan Gilbert

Brainlabs

Networking Party - Bounce!
17:45 - Late

Bounce is the ultimate ping pong experience in London! This venues has classic ping pong to shuffleboard. Join us for a fun night out with your fellow Hero Conf attendees!  The event is open to conference attendees only.

Registration & Breakfast
8:00 - 9:00
Keynote | The Anatomy of the Modern Marketer
9:00 - 9:45

As PPC marketers, we’re used to working at internet speed, dealing with hundreds of changes from the ad engines every year, forcing us to recalibrate how we deliver performance. But since we saw each other at the last HeroConf, that pace of change has only accelerated because the pandemic-driven new normal demanded it. So doing things virtually became a necessity, and even the slowest adopters had to join the world of digital natives and start working, playing, and buying online.

What it takes to be the best digital marketer has changed along with everything else. Learn how today’s modern marketer is different from the marketers we networked with at HeroConf before the world changed two years ago.

Frederick Vallaeys

Optmyzr

Refreshment Break
9:45 - 10:00
Breakout Sessions
10:00 – 10:45

Porter Tun

Proven CRO Wins in eCommerce That Aren't A/B Tests

Luke Carthy

https://lukecarthy.com/

Proven CRO Wins in eCommerce That Aren't A/B Tests

In this session, Luke talks about how he finds real opportunities to boost conversion and sales in the world of eCommerce for his clients. Many believe that CRO is predominantly A/B testing. Although that’s a staple in CRO; there are so many more areas to find real conversion wins, improve UX and deliver sales growth.

What you’ll learn:

  • How to customise everyday tools like Google Analytics and HotJar to narrow down on friction areas and CRO opportunities
  • Category pages vs landing pages, what’s best experience to drive more sales?
  • Speaking of category pages, how do you optimise them to improve conversion?

Luke Carthy

https://lukecarthy.com/

Upper Sugar

First Party Data Strategy in a (soon) Cookieless World

Julie De Moyer

Accenture

First Party Data Strategy in a (soon) Cookieless World

Julie will share a view on key 1P Data Strategy questions we are tackling for CMOs and CDOs of major Food & Bev companies (7 out of the global Top 10 F&B companies).

You will learn:
• Strategic framework for prioritisation of 1P data acquisition and activation use cases in light of a soon cookieless world
• Best-in-class 1P use cases and technology implications for AdTech and MarTech
• Considerations for multi-brand, multi-country CPGs and other brands
• Double click on 2 CPGs on a 1P Strategy journey: Major Salty Snacks and Beverages company and a Global Beer company
• Quick Wins and road mapping: what to do next

Julie De Moyer

Accenture

Smeaton 1

Create Your Own Custom Insights With Custom Columns

Koos Hoeijmakers

Greenhouse

Create Your Own Custom Insights With Custom Columns

Custom columns just got a lot better and, in this session, you will get a better understanding what’s changed and which possibilities were added that you can play with.

During the session you will get practical examples of all the amazing things you can do with custom columns. You will learn to set them up and will get the formulas that are used for the example in the session. The session will be split in different sections such as budgets, targets, pacing, performance and anomalies.

Koos Hoeijmakers

Greenhouse

Smeaton 2

Tested to Death: When AB tests no Longer Move the Needle

Ayat Shukairy

Invesp

Tested to Death: When AB tests no Longer Move the Needle

Most marketers have abused AB testing. They test every webpage on their site to death. However, they are still stuck with low conversion rates. Why? Because increasing conversion rates was never about A/B testing.

Attendees will learn:

1. Why do most AB tests fail?

2. What is template tweaking: when should you use it and when you should avoid it?

3. The hierarchy of conversion: understanding the different types of items that impact your website conversion rates

4. Re-thinking your approach to conversion optimization to generate real increases in conversion

Ayat Shukairy

Invesp

Exhibitor Break
10:45 – 11:15
Breakout Sessions
11:15-12:00

Porter Tun

Panel Session

Venya Wijegoonewardene

Brainlabs

Upper Sugar

The Unsexy, yet Crucial Side of PPC: Measurement & Tracking

Gemma Russell

Fountain Partnership

The Unsexy, yet Crucial Side of PPC: Measurement & Tracking

Understanding how to deploy automation, AI, tools & tech is the recipe for PPC success. However, it’s only as good as the data you put into it. How much do you interrogate what goals are being measured, and how important they are to your business? In this session you will learn: How to determine if your company’s measurement & tracking is robust and where the gaps are, how to prioritise this list and some top tips to get your teams excited about PPC measurement.

Gemma Russell

Fountain Partnership

Smeaton 1

GTM event tracking for GA4

Anna Corbet

Base Creative

GTM event tracking for GA4

Still getting to grips with GA4 and looking for practical, actionable guidance? This talk will help you implement GA4’s event tracking, including an example GTM setup. You will learn how to make the most of GA4’s new event capabilities, how to migrate your old events and goals into GA4’s new setup, and how to use these new events to create the perfect audiences for your Google Ads.

Anna Corbet

Base Creative

Smeaton 2

Multi-channel Digital Marketing Strategy for E-Commerce

Raluca Radu

MTH Digital

Multi-channel Digital Marketing Strategy for E-Commerce

In the upcoming cookieless era and in the age of adblockers, decreasing CTRs and conversion rates, expecting high ROAS and low COCA from direct last-click conversions has become wishful thinking without a full-funnel multichannel marketing strategy. For e-commerce especially it is really important to realize how each channel interacts with the others and what is its role in the overall digital marketing strategy.

In this session you will learn:

  • How to identify the Buyer Persona profiles we are targeting in our digital marketing campaigns
  • How to do do your market research on the competitive landscape using digital research tools in order to identify our main SWOT points and our USPs and key communication messages for best results
  • How to identify the right digital marketing channel mix
  • Tactics for each PPC Marketing channel
  • Tips for budgeting and KPIs for each channel

Raluca Radu

MTH Digital

Lunch
12:00 – 13:00
Breakout Sessions
13:00 – 13:45

Porter Tun

A touch of BS to Supercharge Your Paid Media Campaigns

Becky Simms

Reflect Digital

A touch of BS to Supercharge Your Paid Media Campaigns

No, not that kind of BS! Behavioural Science – obviously!

In this talk, Becky will take you through some tried and tested behavioural science techniques that have delivered outstanding results. Covering the theory and then how to put the techniques into practise.

If you are looking for ideas to refresh your campaigns or to try something different, this is the session for you.

Becky Simms

Reflect Digital

Upper Sugar

How to Move From ROAS to ROI

Rob Watson

Freewheeling

How to Move From ROAS to ROI

Sometimes, a lower ROAS is needed to achieve a higher profit. To make my presentation clear and actionable, it will be broken into 3 stages. Firstly, I’ll make the case for moving from ROAS to ROI – sharing some recent results from the clients I work with. Secondly, I’ll dig into some specifics of the type of Business Intelligence that can be used in Google Ads accounts – this will get you thinking of the possibilities within your data. Finally, I’ll wrap up with examples of how I’ve been able to implement this, with clear guidance so you can do the same.

Rob Watson

Freewheeling

Smeaton 1

How Can Retailers Continue to Deliver Personalised Social Experiences Without the Cookie?

Katie Burns

Brainlabs

How Can Retailers Continue to Deliver Personalised Social Experiences Without the Cookie?

At the end of this session, you will:

  • Understand why delivering personalised digital experiences and ad content is more important than ever for retail advertisers
  • Explore the means and methods of maintaining ad personalisation without the cookie, with focus on best-in-class examples of this
  • Learn about the native features enabling retail brands to deliver personalisation at scale across social media platforms

Katie Burns

Brainlabs

Smeaton 2

Optimising Broader eCommerce Areas to Maximise Paid Return

Paul Rogers and Bethan Rainford

Vervaunt

Optimising Broader eCommerce Areas to Maximise Paid Return

In this session, you will learn how to optimise your eCommerce activity to make the most of paid traffic, covering user experience, CRM and data. We will cover overall trends across eCommerce technologies and how they impact paid media, how paid teams can benefit from eCommerce reporting and data, and how to optimise your landing page experience for conversions. We will walk through best practice and key trends, as well as showcasing examples for inspiration.

Paul Rogers and Bethan Rainford

Vervaunt

Breakout Sessions
14:00 – 14:45

Porter Tun

"Measuring is easy", said no one ever

Gianluca Binelli

Booster Box

"Measuring is easy", said no one ever

We all know – Measurement is getting complicated, especially when we talk about multi-touch attribution. But don’t worry, we are here to tell you about our incrementality survival guide! The tools marketers need to manoeuvre through the changing landscape of measurement and correctly allocate their budget.

Gianluca Binelli

Booster Box

Upper Sugar

How to Win in Retail Media

Anders Hjorth

Innovell

How to Win in Retail Media

After winning in search and social media, e-merchants and agencies are now facing the rise of retail media. A new challenge and a new set of opportunities providing first-mover advantages, increasing competition and its own set of practices and techniques to master.

In this session we present the retail media landscape and its ad platforms. We deep dive into winning strategies on Amazon and local European marketplaces based on joint research from Innovell and Lengow.

In this session you will learn:


– What the drivers of “retail media” are

– What Amazon and other marketplaces have in stock for marketers in 2022

– If and how you should position retail media in your PPC strategy

Anders Hjorth

Innovell

Smeaton 1

Responsive Display Ads. The Good, the Bad and the Surprisingly High Converting, Ugly.

Sophie Logan

Victress Digital

Responsive Display Ads. The Good, the Bad and the Surprisingly High Converting, Ugly.

With PPC becoming more reliant on responsive ad formats, there’s no time like the present to get comfortable with the pretence of automated ad creation. So what are the benefits and pitfalls of Responsive Display Ads, and how can advertisers effectively utilise them in their own PPC strategy?

Key learnings:

Best practices when selecting your assets

What to avoid when running RDA’s

Next steps for maximising the performance

Sophie Logan

Victress Digital

Smeaton 2

3 Ways to Boost ROI with Google Performance Max & Auction Insights

Ashley Fletcher

Adthena

3 Ways to Boost ROI with Google Performance Max & Auction Insights

With Google rolling out Performance Max campaigns to enable businesses to advertise their ads across all of Google’s channels (Search, Display, Gmail, Maps, Discovery, YouTube, etc.) means there is an increased opportunity for Search Intelligence in an automated world. However, as with any automated advertising platform, it’s best to oversee and guide the overall strategic direction to ensure campaign success. Join paid search experts from Adthena to learn three ways to boost your Google Performance Max and Auction Insight usage to ensure they deliver real business results: – Workflow examples of Search Intelligence alongside Performance Max – Capture and optimize detailed search query data alongside Auction Insights – Get creative insights from your campaigns and the competitions from auto-generated ad creative Register and attend this session to catapult your paid search efforts this year and beyond.

Ashley Fletcher

Adthena

Exhibitor Break
14:45 – 15:15
Breakout Sessions
15:15 - 16:00

Porter Tun

Supercharge Your Lead Gen with Value Based Bidding

Harriet Barter

Launch Online

Supercharge Your Lead Gen with Value Based Bidding

Adopting proxy values for multiple conversions across all paid media channels can have a huge impact on your ads, not to mention showing clients where they get the best return on investment. Refine strategies, leverage automation and supercharge results – we’ll show you how.

Harriet Barter

Launch Online

Upper Sugar

Unlocking Cross-Border Growth Potential With A Killer Marketing Strategy

Farhad Divecha

AccuraCast

Unlocking Cross-Border Growth Potential With A Killer Marketing Strategy

Farhad’s session will cover how marketers can ensure they’re set up to maximise the significant opportunities to sell internationally. Brexit has given additional challenges to companies ambitious to grow. Farhad will cover the mistakes to avoid in international digital marketing strategy, as well as how to maximise the chances of getting it right first time.

Attendees would leave with gems of actionable advice including:

Formulating a strategy to choose the right market
How to test and position their brand in new markets – without breaking the bank
How to target potential customers intelligently using all the new technology available from the leading platforms.

Farhad Divecha

AccuraCast

Smeaton 1

De-Risk Your Ad Spend and Achieve Guaranteed Profits

Nicolas Huber

noopd Ltd

De-Risk Your Ad Spend and Achieve Guaranteed Profits

Nicolas will present how to de-risk your ad spend and guarantee the profitability of every sale, at the product level. In his talk, he will present through case studies the biases introduced by ROAS that can leave merchants selling unprofitably, and introduce a number of ways  to overcome them. The 3 key takeaways from his talk are:

  • The value of  business analytics at the product level, and how it can help create product-driven commercial strategies that focus on increasing the bottom line, your profits
  • How to effectively implement bidding on profit instead of ROAS, and how this can drive guaranteed profitable ad spend (PAS) for profitable growth
  • How server-side tracking is a unique opportunity to gain insights into conversion attribution of profits across multiple platforms

Nicolas Huber

noopd Ltd

TBC

Refreshment Break
16:00 – 16:15
Keynote and Closing
16:15 - 17:00

Closing Reception
17:15 - 18:15