The Anatomy of the Modern Marketer
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
Elizabeth Marsten
Tinuiti
Retail Media - Is Paid Search, Right?
Yes and no – retail media roots are definitely paid search roots. In 2020, as we saw retailers expand their online footprint, connect to in-store, and with that, add a new line of business-sponsored products. A cost-per-click model that has quickly spiraled into a programmatic display, social media, and even Google Shopping feed offerings, all using a retailer’s 1st party data to target, segment, and engage customers wherever they are on behalf of a brand and drive them back to the retailer store.
Similar to how we all got started in paid search, social media advertising – retail media is going to be looking for digital marketers to make their way over. In this session, check out how they’re the same, but different, how you can get started with self-serve platforms like Walmart and Instacart or sell-side platforms like Criteo that you may already be familiar with. We’ll also walk through some resources to set you up for success or at the very least, sound like you know what you’re talking about.
Elizabeth Marsten
Tinuiti
Sam Tomlinson
Warschawski
The 5 Essential Combined Audience Structures You Need To Know
As Google has gradually moved away from keyword-specific controls and toward people-specific controls (audiences) for SEM campaigns, one of the challenges PPC marketers faced was the lack of precision control over those audiences. With the quiet roll-out of combined audience targeting in November 2019, Google has finally provided PPC marketers with the ability to precisely layer audiences to create new, exciting combinations. In this session, we’ll explore the 5 most common audience combinations, ideal use cases for each, and how they can be incorporated into a broader SEM strategy for 2022 and beyond.
Learning Outcomes:
- Identify which of the five general audience combination types makes the most sense for your Google Ads campaigns – as well as how and when to revise them
- Learn how to leverage Google Ads new audience combination features to improve campaign performance across all levels of user intent
- See how to combine various audience structures across a client account in order to maximize impact and ROI, as well as what the changes to Combined Audiences mean for the larger SEM landscape
Sam Tomlinson
Warschawski
Amanda Farley
Aimclear
Multi-Channel Strategy: Doing More, With Less
As marketers, we often struggle with limited resources and have to prove ROI working with what we have. Learn a new approach for creating a multi-channel strategy that focuses on the new marketing model: doing more, with less.
What you’ll learn:
- Easy to implement research tactics that will help you laser focus on strategy and budget
- A framework for creating target personas that drive creative performance and conversions
- New tactics for better reporting up, down, and across your organization
- Get access to strategy resources including tools and worksheets you can use in day-to-day planning, execution, and activation
Amanda Farley
Aimclear
Marc Poirier
Klever
Programmatic Advertising for PPC experts
Marc Poirier
Klever
Advanced PPC Reporting that Drives Action and Wins Buy-In
Client reports are a basic requirement of paid search management, but creating meaningful reports can be a real challenge for most marketers. Well-designed reports aren’t just easier to understand, they improve client relationships — and even account performance — in ways that templated dashboards can’t.
In this session, you’ll learn how to use emotion and storytelling in your client reports to improve comprehension and increase stakeholder buy-in. You’ll also learn how to choose the best metrics and reporting visualizations that most standard templates get wrong.
David Green
Devslove
Customer Lifetime Value: How Understanding Your Current Customers Can Help You Find New Ones
Many brands spend large amounts to scale in paid search, often hyper-focused on finding new customers. While growing an audience is important to scale; many brands forget to take the time to appreciate fully, nurture and understand current customers and subsequently learn their customer lifetime value (CLV).
In this session, we’ll look beyond CPC, ROAS, and CPA – and we’ll dive into CLV, a metric that provides valuable insights to any brand that wants to grow and can complement their efforts to scale their paid search profitably.
In this session, you’ll walk away with insights on:
- How to have CLV conversations with clients that will help them scale and make you invaluable to them
- How CLV provides a more holistic picture of success within paid search
- Tactical insights on how to implement a CLV strategy within paid search
David Green
Devslove
Michelle Morgan
Paid Media Pros
Attributing Success to Top of Funnel Campaigns
Attribution is a mystery to many and is only getting more difficult, but prospecting campaigns are still valuable for creating demand for your products or services. In this session, we’ll cover the following: Why it’s important to measure prospecting’s impact, how the digital marketing industry’s changes are making it more difficult to track performance. Practical strategies to try and fill in the gaps and help attribute performance across all top of funnel efforts.
Michelle Morgan
Paid Media Pros
Cory Henke
Variable Media
The YouTube Ad Buying Ecosystem (Creative, Analytics, Performance) Explained
YouTube has grown into a priority platform for all advertisers. This presentation will walk you through creative tactics and strategy, how to analyze results, and drive performance. YouTube continues to be the most valuable impression on the web due to the true-view (skippable) ad format, but as the platform continues to innovate, we will also walk through upcoming trends, new features, and how we see the platform evolving in the near future.
Creative – Gain an understanding of ad types, creative timeline, and how to test
Analytics – Learn what are the primary and secondary KPI’s to analyze
Performance – Apply creative, audience, and platform optimizations to improve results
Cory Henke
Variable Media
Brian Wulfe
Effective Spend
Why Your Shiny New Facebook Creative Isn't Performing & How to Fix It
Too often, media teams demand new Facebook creative without understanding why ads aren’t performing. As a result, the creative team spends hours designing new ads that are destined to fail.
It’s time for the media team to take the lead in the creative design process. This doesn’t mean brushing up on Photoshop. This means leveling up your Facebook analytics skills!
In this session, you’ll learn how to:
-Perform platform and placement analysis to identify creative performance gaps
-Pull the right creative levers to boost key metrics like CTR, CPM, and CVR
-Combat ad fatigue and increase ad relevance and engagement
-Translate your data analysis into a sound creative optimization strategy
Brian Wulfe
Effective Spend
Stephanie Alston
Black Girl Group
How Overlooking African American Consumers is Impacting Your Bottom Line
Popular brands have witnessed the power of Black Twitter and the brand impact of socially conscious Black consumers. Through social media, Black consumers have brokered a seat at the table and are demanding that brands and marketers speak to them in ways that resonate culturally and experientially. If you plan to build and launch a new brand, new campaign, or website, not excluding black consumers is what you should be concerned with and prepared for. With 43% of the 75 million Millennials in the U.S. identifying as African American, Hispanic or Asian, if a brand doesn’t have a multicultural strategy, it doesn’t have a growth strategy. This session will help you to market to diverse consumers in an authentic way.
At the end of this session, you’ll be able to:
- Market to multicultural consumers without being racially insensitive
- Understand how the racial diversity of your internal marketing team impacts your external marketing
- Create a diverse pipeline in a non-diverse industry
Stephanie Alston
Black Girl Group
Ofir Halfon
Brainlabs Digital
How Social Commerce changes the customer journey?
With more than 250 million monthly shoppers on Instagram Native Shops, and a market size that is expected to reach $1.95 trillion by 2026, there is no surprise that all the social platforms have introduced new commerce formats. From TikTok and Instagram Storefronts to “Try-On AR”, Emerging Social Experiences are already changing how brands engage with consumers.
Join this session to:
- Discover the social platforms’ latest commerce formats
- See how social commerce formats can change the customer journey and drive real business results
- Learn how to introduce social commerce to your marketing mix
Ofir Halfon
Brainlabs Digital
Gary Galloway
Adthena
Your Paid Search Guiding Lights for 2022
Share of Voice was once the go-to indicator for overall market share. But in the age of digital advertising, accurately quantifying SoV has become impossible. Share of Search will become your best proxy for Brand Market Share? Managing digital campaigns across hundreds of locations across different cities, DMA’s, states needs a different guiding light, Spend Efficiency.
In this session, Gary Galloway, discusses both Share of Search and Spend Efficiency. When used together, they can be your guiding lights in 2022. Connection Share of Search with Spend Efficiency will keep your paid search campaigns optimized across all your locations while managing and maintaining a dominant Share of Search for your brand.
Gary Galloway
Adthena
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
Discussion + Q&A
Sam Tomlinson
Warschawski
Banning Surveillance in Advertising Act (BSAA)
Join Sam Tomlinson and Aaron Levy for an informal discussion and Q&A session:
As digital advertising has become increasingly complex and pervasive, calls to regulate, legislate and/or break up the digital advertising and adtech industries have grown progressively louder. The latest instance of this is the Banning Surveillance in Advertising Act, which was introduced just a few weeks ago. In this session, Sam and Aaron will help marketers understand what legislation + regulations have been discussed, how these efforts could impact various platforms, strategies and tactics, how marketers can manage conversations with clients about topics like the BSAA, and what to expect from a legislation and regulatory perspective moving forward.
Sam Tomlinson
Warschawski
AJ Wilcox
B2Linked
LinkedIn Ads Like a Boss - Advanced Tips & Strategies for the Sophisticated Marketer
LinkedIn Ads are expensive and difficult to manage. So why should you pay attention? Because they destroy Facebook Ads’ cost per SQL EVERY time, and your competitor hasn’t caught on yet.
Join AJ Wilcox as he walks you through:
1) How to get the lowest costs through intelligent bidding,
2) Saving your budget from click fraud, and
3) The winning account organization that will give you scale and prime AB testing.
AJ Wilcox
B2Linked
Kirk Williams
ZATO
Stop the Scale: Building a digital agency you actually like
If you could speak honestly, do you actually like your agency? I don’t mean whether you like the people you work with, I mean, are you happy with what you’re building? Being stressed all the time and cringing every time you pick up the phone to talk to your clients is probably a sign you secretly don’t like working where you work. In this session, Kirk will reveal various things he has learned over the years in striving to build an agency not simply focused on growth, but to build a place that he actually likes working at (because he does work there!). He’ll talk through practical things to implement to make your agency more valuable to your clients, as well as an overall decent place to work at. It’s time to stop being stressed about showing up to work, and time to start enjoying your job again!
- We’ll learn how to identify, sell, and keep the right clients.
- We’ll discuss the top stressors in an agency and how to eliminate them from your business.
- We’ll discuss ways to think about pricing and scope to better manage client expectations in a way that works for you both.
Kirk Williams
ZATO
Lea Scudmore
Aimclear
Digital Accessibility and ADA Compliance: Essential for Users, Good for SEO
In this session, you will learn about accessible SEO and how to build a business case for investing in accessibility compliance based on data and litigation outcomes. Then, sway the C-Suite with five actionable steps to help implement digital accessibility to meet compliance for a better user experience and receive a list of tool recommendations for successful implementation, testing, and auditing.
Lea Scudmore
Aimclear
Smart Paid Search (Or how I learned to stop worrying and embrace automation)
Search marketers have a love/hate relationship with automation. Since the day search engine results became driven by an algorithm instead of a directory, automation has been at the core of the channel’s functionality – yet many advertisers are hesitant to relinquish control of their bids, budgets, targeting, and ad copy. How can you run effective, strategic, optimized search campaigns when you’re letting Google make all the decisions?
In this session you’ll learn:
1. How to equip today’s automated solutions with the data needed to not just drive results, but to drive the right results.
2. How to strike the right balance between automation and control with your paid search account structure.
3. When to overrule automated tools in order to apply strategy – in the right way.
Jeremy Hull
Brainlabs Digital
Container Bar | 90 Rainey St.
Ever been inside seven stacked shipping containers filled with hundreds of digital marketers and good vibes? If not, come out for a carefree night, entertaining music, and an open bar to round out one fantastic day of learning. We are taking over Austin’s hotspot, Container bar, for what will be an epic end to Day 1. The event is open to conference attendees only.
Map to the Metaverse - Helping Advertisers Prepare for the Future of Social Engagement
We are at the beginning of the next chapter for the internet, human interpersonal connection, and the next chapter for our company too. Our re-branding from Facebook to Meta is a key moment that depicts our commitment to bringing the Metaverse to life in order to help people connect, find communities and grow businesses over the next decade and beyond. While the Metaverse is our vision for the future, growing your business is our priority today and there are many key steps our advertisers can take to best prepare for this inevitable shift. Today’s growth opportunities, heavily influenced by the events of the global pandemic, have greatly impacted eCommerce with a dramatic shift in online shopping behaviors – a shift that was not unexpected but occurred earlier than expected. Understanding eCommerce opportunities and executing properly have become key to brand and agency success in online marketing efforts. Learn what Meta is calling Discovery Commerce and become familiar with how to differentiate ad products and implement creative concepts to maximize Meta performance marketing efficiency at scale, and better prepare your brand for the future of advertising.
Key Takeaways:
- The re-branding from Facebook to Meta symbolizes the next chapter of the internet and human interpersonal connections as well as our commitment to bringing the Metaverse to life.
- The global pandemic has altered consumer shopping behaviors, which has resulted in the acceleration of eCommerce business efforts and investment amongst brands and agencies.
- Understanding and implementing Discovery Commerce properly, via product differentiation and creative concepts, have become key to brand and agency success.
Katie Baldwin
META
John Lee
Microsoft
Marketing with Purpose: Driving growth through trusted brand experiences
A mindset shift is taking place as companies consider people in the context of business needs, and what people value. The events of the past few years have driven brands across industries and markets to reevaluate their business models, rethinking how to shift to human-centered approaches that place brand values and authenticity at the core of business. Achieving authenticity as a brand requires truly understanding and acting on what your customers value. In this session, John Lee from Microsoft Advertising will share data and insights from consumer research studies on trust/inclusion/sustainability, highlight brand success stories, and explore actionable strategies for your digital marketing efforts.
John Lee
Microsoft
Karen Hopper
Razorfish
Beyond the button: optimizing the post-click experience for ROI
In a world that has a million different options for every creative element, CTA, form fields, and more… where do you even start? How do you know that element is where you’ll see an impact big enough to make a difference for your bottom line? This is the #1 question I get as a CRO strategist, and my answer every time is, it depends!
This session will walk you through how to understand your landing page testing opportunities, generate test ideas, and measure your results with scientific accuracy.
Takeaways:
+ How to spot opportunities for testing
+ How to evaluate competitors and other sites for inspiration
+ Ways to organize and prioritize your ideas based on your goals
+ How to use tools to evaluate tests (that don’t require a stats degree)
Karen Hopper
Razorfish
Zeph Snapp
Altura Interactive, Inc.
Measure twice, cut once: How to plan International PPC campaigns
When you have optimized your campaigns, conversions and results, the next challenge becomes additional volume. And how will you get there? New markets. But new markets present new cultural, financial and legal implications. New cultural, financial and legal implications.
In this pragmatic and practical session, Zeph will walk you through these adverse conditions, and show you how to squeeze the most ROI out of international paid media.
Including:
-Market Validation
-Localization Do’s and Don’ts
-Bespoke research and templates to help get you started
Zeph Snapp
Altura Interactive, Inc.
Recorded Session
Anthony Perez
Voro
Don't Let Automated Bidding Keep You Down: Reclaiming Your Rank From The Machines
Remember the last time you were instructed to dismiss thousands of potential customers for the chance at saving a few pennies? I don’t either, but the automated bidding strategies we use are doing it every day! In this session we’ll explore the adverse effect automation can have on brand visibility, and how you can continue using it to your advantage without sacrificing volume to the machines.
You’ll learn:
How automation hurts reach and how to overcome it
An approach to testing that maximizes scale while minimizing risk
How to keep stakeholders happy when results fall outside of their comfort zone
Anthony Perez
Voro
Andrea Cruz Lopez
Tinuiti
Google Ads & B2B: Common Mistakes & Overcoming Platform Limitations
None of the content and features Google Ads creates is meant for B2B accounts. Most advice for B2B benchmarks and best practices, even when scouring the web, is too general to be useful.
After auditing hundreds of B2B accounts, the root causes for bad performance are always the same; automating bids too quickly, not excluding the right audiences, and focusing too much on the optimization score, to name a few. The objective of this session is to walk the audience through the most common mistakes, why these are considered mistakes, and how they can apply a B2B mindset to Google Ads, a B2C product. Each mistake will also include how to troubleshoot it, and case studies based on my professional experience.
Objectives:
Discuss and define mistakes B2B marketers usually make on Google Ads
Showcase different scenarios to avoid these errors and improve performance.
Demonstrate how to improve B2B performance with the tools Google provides, such as audience exclusions, multi-channel attribution, and keyword planner, among others.
Explain how to have a B2B mindset that allows one to challenge the limitations of the Google Ads platform.
Andrea Cruz Lopez
Tinuiti
Frederick Vallaeys
Optmyzr
Scripts Turn 10! Why they remain vital to PPC automation
Scripts have come a long way since their introduction in 2012. Google’s even introducing a brand new version of scripts to go along with the new Ads API. Join the OG scripts guru to learn what’s new in scripts from Google and Microsoft, where to find new free scripts that are updated and will still work, and learn some techniques for automating PPC accounts using your own methodology rather than giving all the control to Google.
Frederick Vallaeys
Optmyzr
Aaron Levy
Tinuiti
Making SMART Smarter - Data Flow in The Era of Automation
CAC, LTV, CDP, SQL, ABM, FLoC ROAS, IDK! In this new forward facing era of data currency, do you know what information you should share with search engines? How to maximize the ever limited data they give back? Do you know the best metric to optimize towards, and what data you can and should trust?
Aaron will examine the plumbing of search marketing in this session. Attendees will gain a better understanding of how, when, why and what data to use to inform your search campaigns. He’ll examine how you can coach smart bidding using your own intel, how to deal with data scarcity + to make small data big and how to better inform modern search campaigns. Above all else, this will be a session about maximizing business outcomes in a consolidated + automated world.
Aaron Levy
Tinuiti
Recorded Session
Tim Jensen
Clix Marketing
Why Every Digital Marketer Should Use Google Tag Manager
An invaluable tool for digital marketers, Google Tag Manager saves hours of back-and-forth between developers and marketers, while allowing a breadth of custom tracking opportunities. In this session, you will learn:
The basics of setting up Analytics and ad platform tags using GTM
Practical tips for tracking custom events and conversions via GTM
How to test that tags are firing properly
Tim Jensen
Clix Marketing
Juntae DeLane
Digital DeLane
Marketing In The New Normal: 5 Ways to Readjust Your Digital Marketing Plans for 2022
If you’re a marketer dealing with working from home, shifting strategies, and uncertainty then you’re not alone. The Pandemic has changed our world more than any other single event in modern history.
It has changed consumer behavior, access, desires, the economy, and as a result marketing. Marketing is now more complex than ever. There are new challenges marketers have never dealt with before. So what are we to do?
Well, you guessed it. Attend this session!
You’ll get key insights on:
– How uncertainty affects your customer’s buying behavior
– How your adjusted marketing budget should look in 2022
– How your competitors are dealing with the crisis
– How to reframe your thinking to engage better with consumers
Juntae DeLane
Digital DeLane
Alice Manly
Brainlabs Digital
Building a powerful KPI framework - your team's greatest tool
The power of PPC marketing is the ability to pull a million different levers in real time. But this availability of options can lead to over optimization and focusing on metrics that don’t move the needle for you business. I’ve worked both in agency account teams and as a planner, partnering with a huge variety of clients, and seen targets and KPIs used powerfully or falling flat. Let me share my learnings with you.
In this session, you will learn:
- How to create a KPI framework, that works at every level of your business (what KPIs does the hands on optimizer need to use – what KPIs does the CMO need to review)
- Key basics of a powerful KPI system
- How to unlocking mid and upper funnel growth using your KPIs
- Examples of building frameworks – ecommerce & B2B examples
Alice Manly
Brainlabs Digital
Ashley Mo
Plastiq
Unlocking Growth with Social-First Creative
Creative is the most powerful lever for unlocking growth on Paid Social, yet often it’s treated as an after-thought, created in batches and squeezed until the juice is dry. We’re quick to blame the audience targeting or bidding for poor performance, but we seldom blame the ads themselves. The reality is that creative can determine 70% of a campaign’s success.
In this session, learn the most common pitfalls, how to design a data-driven testing framework, and creative best practices. You’ll leave with an action plan on how to jumpstart social creative testing and strategies for getting your stakeholders on board.
Ashley Mo
Plastiq
Recorded Session
Warren Thompson
Ollo Metrics
The Transformational Message Framework
Successful businesses don’t win by copying others. They win by developing a deep understanding of their ideal customer and creating a meaningful transformation for them. Before you can create a digital marketing strategy for your business, you need to understand this transformation and use it to develop your unique message. In this session, we break down the 6-step Transformational Message Framework, as well as examples to show its application.
What you’ll learn:
1. The 6-step Transformational Message Framework
2. Examples of the 6-step framework in use to showcase its application
3. How to use this messaging to develop better content and ad copy
Warren Thompson
Ollo Metrics
Joe Martinez
Paid Media Pros
Driving Action with YouTube Ads
People may not go to YouTube to buy products, but advertisers can still influence the right user to eventually convert. This session will cover how to change your strategy by each video campaign format to drive action that can lead to an eventual conversion. At the end of this session, you’ll have a much better understanding of how valuable YouTube can be to your strategy, how it can impact conversions, and the key steps to take to make sure you’re getting the most out of the platform.
Joe Martinez
Paid Media Pros
Danica Jones
Fabricut, Inc.
Managing increased workload while preventing team burnout
Brand growth can often bring increased workload to non-scaling teams. With this increased workload comes potential process and workload management issues and team burnout. In this session, Danica Jones will walk through ways to handle brand and workload growth with non-scaling teams to prevent team burnout, teach marketing leaders how to effectively evaluate and pitch increased resources to help manage workload increase, and share ways to develop marketing strategies that focus on impactful tactics that are scalable with the current team structure.
Danica Jones
Fabricut, Inc.
Alisa Gammon
Chiefly Performance
Winning Social Ad Strategies from the #1 Monetized Facebook Ad Account
In this session, I’ll share my performance creative framework I used to develop successful conversion-optimized ads to scale revenue. You’ll learn how to identify customer pain points, how to prioritize your creative testing, and how to kickstart creative on a shoe-string budget.
You’ll walk away with:
How to uncover customer motivators to reach new audiences
Performance creative development framework
My favorite ad templates you can use in your next campaign
Alisa Gammon
Chiefly Performance
Recorded Session
JD Prater
Osmos
How Today's Top Brands Approach Product Marketing
7 Lessons from Interviewing Product Marketing Leaders at Airtable, Figma, Uber, Nextdoor, Patreon, Loom, and Zapier
JD Prater
Osmos
Lucy Whittaker
Ayima
Getting More From Less: Uncovering hidden insights to enhance your e-commerce strategy
Find fresh new insights in the data desert and learn how they can be used to drive results across your business. We will look at some underutilized reports and data sources, covering how to get actionable insights from your product level data, new sources for negative keyword mining, and how to discover who your audience really is.
Lucy Whittaker
Ayima
Gemma Russell & Jake Surrey
FOUNTAIN
Why We Forecast - How to Minimise Waste from the Outset
Find out how and why we forecast all our paid media campaigns to minimise risk, set clear goals and get ahead of the game before launch.
Gemma Russell & Jake Surrey
FOUNTAIN
Trevor Beddoe & Katherine Pitcairn
BRAINLABS DIGITAL
Efficiency or Growth – should it always be one or the other or can both co-exist?
With the updates in Google Ads, competitor landscape, and buyer-behavior, there are more questions in the industry than ever. Is it better to be efficient and leave revenue on the table or reduce efficiency to grow the overall pie? Also, where might be the best possible scenarios for each – campaign structure, new partner expansion, budget allocation, hero SKU promotion. How can automation improve performance, save time, and scale, but can it lead to pitfalls if not careful? Join us in this session as we evaluate different levers of success in the PPC industry.
Trevor Beddoe & Katherine Pitcairn
BRAINLABS DIGITAL
*Workshop pass required
Paid Social Workshop
Learn how to better harness the power of paid social campaigns – and measure the results – for critical account improvement. MORE »