Behavioral Science and Search
“We believe the greatest gains to be made in business and society today are psychological in nature, not just technological.” Behavioral Science Practice, Ogilvy Consulting.
This keynote kicks off Hero Conf with a new perspective from the tactical high-tech talk we typically live and breath. Hear how the creative application of behavioral science has solved challenges for some of the world’s largest brands and how these same strategies can be applied to search.
Dan Bennett
Ogilvy
Joe Martinez
Clix Marketing
Using Google's Free Tools to Improve Your Awareness Campaigns
Why do marketers try and guess where and how they should expand with awareness campaigns? We shouldn’t be guessing (or think we’re educated guessing) on the placements, interests, and audiences we should be going after. The answers we need on where display and video campaign optimization should start can all be found in the tools Google offers.
This session will show attendees:
- How to use actual conversion data to find the best placements and audiences that will push growth.
- How to use Google Analytics, Audience Insights, and YouTube Studio to find out which to find patterns on who your target audience is by looking at your current users.
- How we can use site search data to improve display and video performance.
- How we can use audiences in Google Analytics and Google Ads to prove the value of display and video beyond assisted conversions.
Joe Martinez
Clix Marketing
Scott Ridout
Seer Interactive
Using Big Data to Expose the Multi-Million Dollar Display Advertising Fraud
Despite what your display network is saying, your ads are probably showing up on poor quality placements such as “Xn–12cmd9dec2dvb0d2ai4fvkka.
Scott Ridout
Seer Interactive
Kyle Munson
Zillow Group
How to Best Train Google’s Machine Learning Bid Models
Google’s Smart Bidding algorithms are a prime example of machine learning within digital marketing. In order to harness its power and effectiveness, the model must be properly trained with high quality data. That’s where you, the marketing strategist, steps in. In this session you will learn how to select the right bid model for your business goals, how to organize your 1st and 3rd party data, as well as tips for monitoring the automation and course correcting as needed.
Kyle Munson
Zillow Group
Amalia Fowler
Snaptech Marketing
Machine VS Human - A Case Study of Automation in Low Volume Accounts
This session discusses the use case for machine learning within low volume PPC accounts. In this session you will learn:
- How innovations in machine learning (RSA’s, smart bidding, etc) impact low volume accounts;
- Best practices for evaluating and testing new offerings when you have a smaller account;
- A process for explaining Google’s recommendations and advances in machine learning to clients who have limited budget to test.
Amalia Fowler
Snaptech Marketing
Michelle Morgan
Clix Marketing
Attributing the Impact of Top Funnel Campaigns
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Understanding of attribution models and the value of each.
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Creating and leveraging audiences in all channels to follow user flows through each touchpoint with a company.
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Tracking search performance and understanding impacts from other campaigns.
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Setting up Google Analytics to segment users and TOF audiences to follow their experience with a company.
Michelle Morgan
Clix Marketing
Chris Evans
Seer Interactive
Embrace the Future: The Smart Shopping Survival Kit
Migrating to smart shopping can be a challenge, especially since there is no one-size-fits-all solution. BUT, with the right toolkit, you can start testing smart shopping SUCCESSFULLY and RISK-FREE in your account today! In this session you’ll learn how to migrate to smart shopping by using search query data to supercharge your feed, key Google Ads reports that quickly identify areas of opportunity, and powerful custom label strategies that can improve all of your Shopping efforts. After this session, you’ll be able to future-proof your shopping structure for whatever Google decides to throw at us!
Chris Evans
Seer Interactive
Simon Mathonnet
Unbounce
Data-Driven Optimization for PPC Landing Pages
Landing pages can make or break PPC campaigns as improving the post-click experience becomes a critical part of increasing ROI. By understanding what elements make a landing page convert at the highest level, and how to uncover hidden conversions through data analysis and on-going optimization, marketers are able to extract the most value out of their PPC campaigns.
Session takeaways:
- The core elements of a high converting landing page
- 2020 trends on landing page optimization
- Leveraging web analytics for informed CRO decisions
Simon Mathonnet
Unbounce
Nancy-Lee McLaughlin
Tinuiti
Amazon & Google: Friends or Foes?
In this session, attendees will learn how to build a “Web to Amazon strategy” to drive traffic to a brand’s Amazon storefront and will gain insights into how to leverage Amazon’s DSP to drive traffic to a brand’s website.
Takeaways include:
- How to decide when to leverage which platform and where to drive the traffic
- How to set up a DSP campaign to track lifestyle and in-market data for increased sales
- A primer on Amazon Attribution tools – including how to break down traffic between organic and paid search, performance metrics, and support for source tags to measure the success of off-Amazon ad campaigns
Nancy-Lee McLaughlin
Tinuiti
Bryan Gaynor
Hanapin Marketing
Brand Attention - The Forgotten Metric
In a data-driven environment, dominated by the need for instant results, the marketing world has become reliant on metrics that visualize the success of individual channels. But what happens when paid search becomes overcrowded with competitors, or remarketing is not doing what “that vendor” promised and growth slows? How do you explain it to the stakeholders? What can be done to change this?
To be successful in a fast-paced, ever-changing, and competitive market, it is imperative for brands to think beyond just CPC, CPA, and ROAS in the short term. Instead, they should be equally concerned with the attention that they are capturing amongst prospective customers, AND increasing the customer lifetime value of their existing customers.
In this session, you will walk away with the knowledge to:
- Define why brand attention is important to your growth
- Develop an understanding of your loyal customers and how it can impact your direct response efforts
- Drive sustainable growth of new customers using the most effective channels
- Distract users from the digital distraction and provide value for their attention
Bryan Gaynor
Hanapin Marketing
Kirk Williams
ZATO
Getting Smart Shopping to Work For You in 2020 & Beyond
In this session, we’ll investigate what Smart Shopping is, how it works, benefits of it, as well as drawbacks to consider. We’ll discuss lesser-known optimization tactics as you strive to grow in your ability to make your Shopping Ads account the best it can be, and what this means for your job as things get more automated.
After this session, you’ll be able to:
- Build and Smartly manage Shopping Accounts in 2020
- Set-up multi-country feeds and campaigns—it’s easier than ever to go international with Shopping Ads
- Grow your individual skills to be more valuable as a Shopping Ads Practitioner in the world of Smart Shopping
Kirk Williams
ZATO
Andrew Miller
Workshop Digital
10 Characteristics of Successful PPC Teams
Pop quiz: Is your PPC team more like Dunder Mifflin or Wayne Enterprises? The best teams create growth opportunities by focusing on shared success. Whether you have been in PPC for 3 days or 3 years, you can accelerate your career growth by making sure your team focuses on the things that matter.
Andrew Miller
Workshop Digital
Ashley Fletcher
Adthena
Aaron Levy
Tinuiti
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
Sam Ruchlewicz
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.
Goals:
- 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 Ruchlewicz
Warschawski
Nicole Mears
Shape.io
Investment in AdTech is Shrinking: Why Digital Advertisers Need to Be Concerned
Reporting. Automation. Scalability. Cross-channel management. Third-party PPC software solutions have existed for years to solve digital advertisers’ challenges when ad platforms lagged behind.
For investors, this meant adtech was a smart bet. Between 2012 and 2014, $130M was invested in six PPC software solutions alone. Now six years later, new investments in third-party platforms have dried up.
Digital advertisers who rely on these platforms need to be prepared. We’ll explore five ways this impacts digital advertisers (and their companies’ abilities to scale), along with three paths to thrive during this major market shift.
This session will cover how to:
- Diversify your organizations PPC software tech stack
- Embrace ad platform automation features (with caution)
- Start building your own proprietary tools
Nicole Mears
Shape.io
Dani Gonzales
Hanapin Marketing
Ghost Outdated PPC Strategies and Let Automation Be Your New BAE
There are several PPC playbooks that experienced Digital Marketers cling to. In this session, we’ll discuss the most common ones to break-up with and how to replace them with automation so that you can free up time to couple with a winning strategy.
Dani Gonzales
Hanapin Marketing
Jill Quick
The Coloring in Dept
How To Keep Your Job and Not Alienate Channels, Using GA To Measure Your Marketing Across The Customer Journey
This talk dives into how you can use Google Analytics (GA) to measure your suers intent and the effectiveness of your campaigns at each stage of the journey, as well as highlighting some freaky little quirks within GA that may have cost you dearly.
In this session, you will learn:
- How GA reports attribution
- How to use assisted conversion reports
- The concept of data import (vital for non-Google products in GA, eg. paid social, Bing)
- Use cases for custom attribution models (focus on paid media)
Jill Quick
The Coloring in Dept
Alex Lamoureux
Acquisio
5 Actionable Tips for Search Marketers Getting Started with Programmatic
But although search and programmatic both center around the virtual auction of online ad space, the technologies, processes and players involved are completely different. So figuring out where to get started for maximum impact and success is a real head scratcher.
It doesn’t help that every few months, some new industry development will make headlines and shake things up in a programmatic ecosystem that’s already constantly in flux.
As COO of Acquisio’s search platform and programmatic trading desk, Alex Lamoureux has had a front row seat to every industry development of the past decade. Join his talk to cut through all the hype and get at the essentials for any search marketer looking to find success in programmatic. You’ll learn:
- How the Search and Programmatic Industries Evolved in Parallel
- Why Programmatic Display is the Wild West But Is Still Worth Your Investment
- 5 Actionable Tips to Take You from Zero to Hero in Programmatic
Alex Lamoureux
Acquisio
John Ellis
Crescent Interactive
What is ABM? - Account-Based Marketing Tactics and Tips
Account-Based Marketing, ABM is the hottest new buzzword in B2B marketing, but what does it mean and how does it work? In this session, I’ll cover strategy and tactics. We’ll dive into how this new form of B2B advertising can help marketers reach the right buyers at the right time. ABM is not a stand-alone strategy. It’s integrated into multi-touch programs that include Search, Display, Email and Social.
Account-Based Marketing is often quality over quantity. We discuss what quality means and how to measure it, by showing examples of how to implement ABM tactics into marketing automation programs. ABM does not exist without communications with the Sales team, a discussion of the lead process, and reporting.
John Ellis
Crescent Interactive
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 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.
Event is open to conference attendees only.
Elizabeth Marsten
Tinuiti
What About Walmart?
The Walmart marketplace officially debuted in 2009 with select retailers, opening up, though still invite only, in 2014 and has grown to 33,000 sellers and 52million items. Unique in its categorization, exclusives and physical footprint, the offering of an onsite, self-service advertising platform is very appealing.
Especially with the rise in desire to diversify budgets and channels in advertising being high amongst sellers and brands (i.e. not Amazon, Google or Facebook), even if performance lags and at times, in the red! So while this may not be something you can go home tomorrow and launch right away, this platform, this direction of the industry and how you set expectations on what you do or don’t do – is going to change (as it always does) in the next 2-3 years.
We’ll start with a brief intro of the Walmart eCommerce universe to set context and an overview of the advertising platform, how it works, what it looks like and what to expect. We’ll also go over what’s next, best practices for campaign optimization, ad types based on category/demographics trying to reach, nuances learned between the Amazon and Walmart platforms as it pertains to search results (organization, capability and sophistication), personalization, benchmarks on what is “good” and what is “bad” and what to expect relative to other eCommerce platforms.
Elizabeth Marsten
Tinuiti
Grace Kaye
Brainlabs
The 4 Golden Rules of Programmatic Technology
Programmatic display often comes under fire for its lack of transparency, the complexity of its ecosystem, its vulnerability to ad fraud, and its lack of measurability. In this session, you’ll learn the golden rules of programmatic technology – the key tactics required to combat these shortcomings.
The session will cover the importance of simplifying your tech stack and owning your own contracts. The magic of data will demonstrate the importance of a robust measurement strategy when attributing value to your adtech. Finally, we’ll be discussing how to establish the overall value of programmatic technology within your wider marketing strategy.
Grace Kaye
Brainlabs
Greg Young
Jane
The Must Haves of Running Successful App Ads
App installs are important but are just a portion of the picture. It’s crucial to drive installs for users who are going to become customers and take your desired action within the app.
In this session, you will learn:
- How to successfully run app campaigns on each network.
- Which networks have been winners and which have been losers.
- Spoiler Alert: Why Facebook is King of app install ads (and why Google isn’t even close).
- App ads creatives from Jane, their test results, and discuss why some ads worked better than others for us.
- Tests advertisers should consider running themselves for their apps.
Greg Young
Jane
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
AJ Wilcox
B2Linked
Advanced LinkedIn Ads: Better Performance at Lower Costs
You’ll cover areas like:
- Advanced LinkedIn Ads bidding/budgeting
- Account Structure
- Account-based Marketing strategy
- Plus Q&A on the heavy issues you’re facing in your account right now
AJ Wilcox
B2Linked
Kelly Darcy
SSDM
Jared Scott
Effective Spend
Boost Your Organic Amazon Rankings & Sales with Paid Ads
Amazon’s search algorithm favors products that are proven to make Amazon more money! Big surprise, right?
This means that brands can greatly improve their organic Amazon rankings by running effective paid ads. In this session, we’ll discuss how to get your paid and organic Amazon strategies working together in perfect harmony. When you leave, you’ll be able to:
- Implement an ad campaign structure that will improve your organic rankings
- Understand the two most critical factors that influence your rankings on the Amazon SERP: relevance and performance
- Optimize product listings with the goal of improving your paid ad performance
Jared Scott
Effective Spend
Bahador Jamshidi
Hanapin Marketing
Facebook Attribution; The Untold Story of Customer Journey
In this session, we will highlight the importance of setting up Facebook Attribution and will show how easy it is to get started. We’ll share best practices on collecting data from Facebook-owned and 3rd party sources as well as use cases for different attribution windows and models. Finally, we will share some key insights available through Facebook Attribution that can help with prioritizing and sequencing channels.
Bahador Jamshidi
Hanapin Marketing
JD Prater
Quora
4 Ways to Generate Demand with Quora Ads
In this session, you will:
- Discover Quora’s new ad formats to influence key decision moments
- Understand Quora’s different targeting types and how to align offers for each stage of the funnel
- Learn how to measure and attribute campaign performance
- See multiple use cases of how companies are driving results
JD Prater
Quora
Mark Irvine
WordStream
More Than Text! 5 Tricks to Get More out of Your New Search
Google’s continues to roll out new ad formats and extensions every year, with Responsive Search Ads, Gallery Ads, and Discovery Ads now competing against our ETAs on a crowded SERP. Google’s newest ad formats offer more space, opportunity, and challenges to paid search advertisers in any industry.
In this session, you will:
- Learn how to make the most out of Google’s larger text ads and new extensions by optimizing the new ad fields.
- Best practices to for testing responsive ads and other ML assets in a world with less direct control over your ad copy
- Discover how Google’s newest Gallery and Discovery ads have performed in betas – and how you should prepare for them in your accounts.
Mark Irvine
WordStream
Alex Lamoureux
Acquisio
Creating Real-Time Customer Value - Making Personalization Work for B2B
- Benefits of personalization
- How to align marketing technology and content for personalization
- Bringing it all together: personalization case study
- How to take it to the next level with Intelligent Content
Alex Lamoureux
Acquisio
Martha Peña
[Facebook Classroom] Liquidity: Power your Advertising with Machine Learning
It’s no secret that today’s advertising landscape contains a myriad of ever-changing data points for media teams to consider. Machine learning can help alleviate this time consuming calculus and allow every dollar to flow to the most valuable impression, a condition we refer to as “liquidity”. In this Spotlight session, you’ll learn how embracing this technology has helped media teams be more efficient and uncover fresh insights. You’ll also learn tips to increase liquidity in your own advertising across four dimensions; placement, audience, budget and creative.
Martha Peña
Purna Virji
Microsoft Advertising
Advertising for Cavemen: Exploring the Psychology of Ad Copy
What did cavemen care about? Fire, clubs, dinosaurs? Well, that’s changed a bit, but what hasn’t changed is what drives us to take action. As PPCs we’re always trying to answer the question “what appeals to our customers?” Well, many of the answers are right there waiting for us…in the past. The fact is, times change but people don’t.
The past holds the answers to what will work in the present and the future. In this actionable, example-filled session, Microsoft’s Purna Virji will share human psychology principles that are over a century old and show how they can be remixed and reimagined with great success for today’s customers.
Purna Virji
Microsoft Advertising
Kamlyn Spivey
Hanapin Marketing
A Picture Is Worth A Thousand Pins
In this session, viewers will learn the essentials for creating effective Pinterest campaigns and how to sell their clients on the importance of integrating Pinterest into their overall digital ecommerce strategy.
Session participants will walk away with:
- Well-rounded knowledge of Pinterest capabilities & reach
- How to create integrated brand awareness and conversion-driven strategy
- Basic campaign structure and keyword creation
- What is needed from a client to kick-off a successful Pinterest ad account
Kamlyn Spivey
Hanapin Marketing
Kevin Dieny
CallSource
The Best Conversations Happen On The Phone
The phone conversation is the closest you can get to your clients in real-time without actually standing in front of them – making it one of your best sales and marketing channels.
In this session you will learn:
- How to have a million-dollar phone call that will completely transform the scale of your business and you will never look at your prospects the same way again.
- We’ve forgotten how to have a conversation in our marketing that goes beyond pain points, avatars, and personas; so let’s rethink what it means to go 1 to 1.
- You are already investing a ton of blood, sweat, and tears into your marketing so isn’t it time you reaped more of the benefits using a multi-channel approach your future customers can’t ignore?
Kevin Dieny
CallSource
Martha Peña
[Facebook Classroom] Measurement: Understanding Experimental Design and Facebook’s Lift Solutions
Make smarter marketing decisions based on science. Discover how Facebook can help you measure and optimize your campaigns through the methodology of experimental design and Facebook’s lift solutions for brand and performance marketing outcomes.
Martha Peña
Julie Friedman Bacchini
Neptune Moon LLC
Making Yourself More Valuable Than Machines
Automation is everywhere. You can no longer just bury your head and hope that it goes away like so many other passing fads in the digital space have over the years. How can we, as digital marketers, make ourselves more valuable than the machines? How can we make sure we have jobs as automation and machine learning march on?
It’s not all bad news! In this session, we will cover:
- The plusses of automation and how to work with it and not against it
- Where opportunities lie for humans to outshine the machines
- How to recognize and capitalize on these opportunities
- Leveraging knowledge you have, but the machines don’t
- Putting it all together – working across platforms
- Solidifying your value to your organization and/or clients
Julie Friedman Bacchini
Neptune Moon LLC
Francine Rodriguez
WordStream
Más PPC Por Favor: How to break into bilingual search campaigns
In this session, you will learn why the Hispanic community of the US is the next big target audience you should include in your search marketing efforts. We will break down the best practices for starting bilingual campaigns even if you do not speak Spanish and share tips on how to reach this unique segment of consumers.
Francine Rodriguez
WordStream
Sean Bolton
Lead to Conversion
Rebecca Kortenius
[Facebook Classroom] Maximize Creative Impact: Create, Measure, Learn, Repeat.
There’s no question that good creative can significantly improve campaign results. This interactive workshop will help creative strategists acquire the skills needed to use measurement and testing to maximize the effectiveness of their ad creative and achieve provable results for clients.
Rebecca Kortenius
The Future of Facebook
From policy to politics to privacy and ethics, hear from the tech giant on where Facebook’s future roadmap leads.
Paid Social Workshop
Learn how to better harness the power of paid social campaigns – and measure the results – for critical account improvement. MORE »
Excel Workshop
Expect to dive deep into Excel with a day designed to challenge and improve the way you work. Don’t keep doing your work the long way. MORE »
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 »