Change City: Austin London

Schedule

Austin's ALL-NEW schedule is LIVE. Check out the sessions you'll see this year.

  • Day 1Jan 31
  • Day 2Feb 1
  • WorkshopsFeb 2
Registration & Breakfast
7:30 AM - 8:45 AM
Welcome to Hero Conf with Jeremy Hull
8:45 AM - 9:00 AM
Keynote
9:00 AM - 9:45 AM

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

Break
9:45 AM – 10:00 AM
Breakouts
10:00 AM – 10:45 AM

Retail Media - Is Paid Search, Right?

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

The 5 Essential Combined Audience Structures You Need To Know

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 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 2020 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

Multi-Channel Strategy: Doing More, With Less

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

Don't Let Automated Bidding Keep You Down: Reclaiming Your Rank From The Machines

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

Exhibitor Break
10:45 AM – 11:15AM
Breakouts
11:15 AM – 12:00 PM

Programmatic Advertising for PPC experts

Marc Poirier

Klever

Programmatic Advertising for PPC experts

Coming Soon…

Marc Poirier

Klever

Always Be Testing: The Key to Facebook Ads Success

Amy Bishop

Cultivative

Always Be Testing: The Key to Facebook Ads Success

It’s no secret that the key to any successful digital marketing campaign is to test, test, and test again but are you testing the right things? The key to success doesn’t lie in the number of tests but rather in choosing the *right* tests, and even more importantly, the learnings and outcomes.

This session will cover what to test in the face of common issues such as lack of lead volume, high CPAs / low ROAS, low lead quality, and more.

The presentation will include real-world examples of tests run and results for a variety of different businesses including B2B, B2C, lead gen, and ecomm.

Attendees will leave the presentation with-

  • Ways to approach common campaign concerns through testing.
  • An inventory of testing ideas including campaign objectives, targeting options, bid settings, creative formats, and more.
  • Real-world examples of tests (and results) to speak to common problems such as conversion volume, cost efficiency, and lead quality

Amy Bishop

Cultivative

Customer Lifetime Value: How Understanding Your Current Customers Can Help You Find New Ones

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

Why Every Digital Marketer Should Use Google Tag Manager

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

Lunch
12:00 PM – 1:15 PM
Breakouts
1:15 PM – 2:00 PM

Attributing Success to Top of Funnel Campaigns

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

The YouTube Ad Buying Ecosystem (Creative, Analytics, Performance) Explained

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

How Overlooking African American Consumers is Impacting Your Bottom Line

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

Google's OptiScore: how much should you care?

Wijnand Meijer

TrueClicks

Google's OptiScore: how much should you care?

It’s no secret Google wants you to care about their Optimization Score. They’ll even require Partners to have a minimum score of 70% to stay eligible for the Partners badge.

Badge or not, how much should you care about this score and the corresponding recommendations?

Based on an analysis of more than 10,000 Google Ads accounts, you will learn:

Benchmarks for OptiScores How does the weighting system work?

Which recommendations should you pay attention to, and which ones should you ignore?

What is currently missing from OptiScore and recommendations?

Wijnand Meijer

TrueClicks

Break
2:00 PM – 2:15 PM
Breakouts
2:15 PM – 3:00 PM

How Social Commerce changes the customer journey?

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

How to Help Build a PPC Agency/Consultancy You Want to Work At

Kirk Williams

ZATO

How to Help Build a PPC Agency/Consultancy You Want to Work At

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 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. Next, we’ll discuss the top stressors in an agency and how to eliminate them from your business. Finally, 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

Measure twice, cut once: How to plan International PPC campaigns

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. Zeph will walk you through these adverse conditions and show you how to squeeze the most ROI out of international paid media in this pragmatic and practical session.

Including:

-Market Validation

-Localization Do’s and Don’ts

-Bespoke research and templates to help get you started

Zeph Snapp

Altura Interactive, Inc.

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 should you 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
3:00 PM – 3:30 PM
Breakouts
3:30 PM – 4:15 PM

LinkedIn Ads Like a Boss - Advanced Tips & Strategies for the Sophisticated Marketer

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

The Transformational Message Framework

Warren Thompson

Ollo Metrics

The Transformational Message Framework

Successful businesses don’t win by copying others. Instead, they win by developing a deep understanding of their ideal customer and creating a meaningful transformation for them. Before creating 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

Digital Accessibility and ADA Compliance: Essential for Users, Good for SEO

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

Measurement - love or hate it?

Alice Manly

Brainlabs Digital

Break
4:15 PM – 4:30 PM
Keynote
4:30 PM - 5:15 PM

Myths, Macros, and Marketing Laws: What’s Shaping the Future of B2B Marketing

Macro is more important than ever. Covid has changed the advertising industry​, driving advertisers online at an accelerated pace. However, uncommon growth requires a fresh look at our marketing- marketers can no longer optimize their way to greatness. In the face of sweeping change, what principles can B2B marketers rely on to drive growth? What previously held best practices have proven themselves to be myths that don’t serve us? In this session, LinkedIn’s Purna Virji will bust myths and share the lesser-known but powerful marketing laws that brands of all shapes and sizes can leverage to boost reach and ROI.

Purna Virji

LinkedIn

Networking Reception
5:15 PM - 6:15 PM
Container Bar Takeover
8:00 PM - 10:00 PM

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.

Registration & Breakfast
7:30 AM - 8:45 AM
Keynote
8:45 AM - 9:30 AM

Smart Paid Search: 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 drive results and 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 to apply strategy – in the right way.

Jeremy Hull

Brainlabs Digital

Break
9:30 AM - 9:45 AM
Breakouts
9:45 AM – 10:30 AM

Cookieless world

Jamie Reed

Brainlabs Digital

Beyond the button: optimizing the post-click experience for ROI

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

Why Your Shiny New Facebook Creative Isn't Performing & How To Fix It

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

Exhibitor Break
10:30 AM – 11:00 AM
Breakouts
11:00 AM – 11:45 PM

Google Ads & B2B: Common Mistakes & Overcoming Platform Limitations

Andrea Cruz Lopez

KoMarketing

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

KoMarketing

Scripts Turn 10! Why they remain vital to PPC automation

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

Unlocking Growth with Social-First Creative

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

Advanced PPC Reporting that Drives Action and Wins Buy-In

Amy Hebdon

Paid Search Magic

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.

Amy Hebdon

Paid Search Magic

Lunch
11:45 AM – 1:00 PM
Breakouts
1:00 PM – 1:45 PM

How Today's Top Brands Approach Product Marketing

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

Hyperlocal PPC Tactics to Maximize Output & Minimize Waste

Alexa Parker

Crimson Park Digital

Hyperlocal PPC Tactics to Maximize Output & Minimize Waste

Do you manage PPC campaigns for localized businesses, and/or businesses with multiple locations in one metro? If so, it’s time to audit your account, lean into a local strategy, and minimize wasted spend! In this high-level session, you will learn 3 main optimization strategies to enhance the localized user experience in PPC and maximize your Google Ads performance metrics.

Alexa Parker

Crimson Park Digital

Winning Social Ad Strategies from the #1 Monetized Facebook Ad Account

Alisa Gammon

Chiefly Performance

Winning Social Ad Strategies from the #1 Monetized Facebook Ad Account

In this session, I’ll share the 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

Marketing In The New Normal: 5 Ways to Readjust Your Digital Marketing Plans for 2022

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

Break
1:45 PM – 2:00 PM
Breakouts
2:00 PM – 2:45 PM

Driving Action with YouTube Ads

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

Managing increased workload while preventing team burnout

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.

Efficiency or Growth – should it always be one or the other or can both co-exist?

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

Your Paid Search Guiding Lights for 2022

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, Global Director, Product Marketing, 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

Exhibitor Break
2:45 PM – 3:15 PM
Breakouts
3:15 PM - 4:00 PM

Getting More From Less: Uncovering hidden insights to enhance your e-commerce strategy

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

A Day in the Life of an In-House PPC Marketer

Shawn Cohen

The In-House Marketer

A Day in the Life of an In-House PPC Marketer

In-house PPC marketers navigate an array of priorities, expectations, and relationships that all contribute to a PPC program’s success. When agency practitioners understand the challenges in-house marketers face, it forges a level of trust that can best position your campaigns and your partnership for long-term success.

Key takeaways you can use to evaluate your current approach include:

  • How to establish (or reestablish) trust with an in-house marketing team
  • What never to say to an in-house marketing team and why
  • How to provide the most value to in-house marketers who have advanced PPC knowledge

Shawn Cohen

The In-House Marketer

Determining the Best Audience for your Brand

Gary Burtka

RTB House

Determining the Best Audience for your Brand

Every brand has an idea of what their customers want, and a conception of who their customers are. In this rapidly changing eCommerce environment, it’s more crucial than ever to remove audience bias and hyper-focus on the best and most profitable consumer segments. As eCommerce has taken off due to the pandemic, audiences have ballooned to include more consumers than ever before, frequently outside of brands’ conceptions of their typical audience. This makes it even more important to think outside the box, outside of demographics and advertise in places where interested consumers reside.

Many brands see their audience as a static demographic segment, but this misses the depth in variation that is core to human behavior. If you’re only targeting the people most vocal about your brand on Instagram, you may be inadvertently targeting a younger segment of your consumer base that lacks purchasing power. What are the best ways for brands to learn about their audiences and determine how best to target each specific pocket of consumers?

This presentation will explore:

– How can brands determine their most profitable audiences.

– The most common mistakes when targeting large audience segments.

– How technology can aid this process.

– A case study highlighting how a brand ad targeting campaign achieved high ROI

Gary Burtka

RTB House

Why We Forecast - How to Minimise Waste from the Outset

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 minimize risk, set clear goals and get ahead of the game before launch.

Gemma Russell & Jake Surrey

FOUNTAIN

Break
4:00 PM – 4:15 PM
Keynote & Closing
4:15 PM - 5:00 PM

Surprise Speaker

Closing Networking Reception
5:00 PM - 7:00 PM
Breakfast*
8:00am - 9:00am

*Workshop pass required

9:00am - 12:00pm

Paid Social Workshop

Learn how to better harness the power of paid social campaigns – and measure the results – for critical account improvement. MORE »

9:00am - 12:00 pm

Analytics Workshop

Create and view highly-segmented data in a way that makes sense for your company, leading to actionable insights that improve your PPC and business profitability. MORE »

Grab n Go Lunch
12:00pm - 12:30pm