Schedule

We have 40+ PPC sessions you can expect to see in Philadelphia (and no where else).

  • Welcome
  • Day 1
  • Day 2
  • Workshops
  • 2018 Schedule by Topic
Welcome Reception
7:00 PM - 9:00 PM

Hero Conf Philadelphia kicks off our 8th annual event with a Welcome Reception at a local favorite. Stay tuned as we release our location, but plan to arrive early for a chance to meet and mingle with your fellow PPC geeks!

Welcome & Keynote
8:45 AM - 9:45 AM
Breakouts
10:00 AM – 10:45 AM

Audience Based Marketing: My Sales Team gave me these lead & prospect lists. Now what the heck do I do with them?

Mary Hartman

Hanapin Marketing

Audience Based Marketing: My Sales Team gave me these lead & prospect lists. Now what the heck do I do with them?

ABM (Audience Based Marketing) to current prospect, lead, and email lists is a hot topic right now amongst B2B marketers with complex funnels. This session will go far beyond merely identifying personas and downloading huge lists from your sales team, and shoving ads in the faces of these audiences en masse. The talk will detail how to:

  • Best score & segment leads and prospects in a methodical way with your sales team and CRM.
  • Create budget tracking and determine KPIs based on funnel level and audience interests that ensure you are distributing your budget in the most ROI-friendly way.
  • Determine which content or offer is best attuned to each audience list’s level of interest, including the wild world of decision-trees and audience mapping (with take-home templates you can use right away!)

Mary Hartman

Hanapin Marketing

Conversion Rate Optimization via Voice Search: How to Optimize Customer Experience in the Age of Conversational AI

Purna Virji

Bing

Conversion Rate Optimization via Voice Search: How to Optimize Customer Experience in the Age of Conversational AI

While conversation may sound easy and natural, there is a lot more that goes into thinking about conversation UX than one might think. To help simplify this, Purna will use research from Microsoft, Google, Amazon, and Tencent to create a simply framework. The 4 Cs of conversational design are:

  • Clarity: How to ensure a clear path to goal completion (and understanding context).
  • Character: How much personality do you really need?
  • Compassion: How to best empathize and create design that delights users
  • Correction: How to recover from errors

In this talk, Purna will explain the need for each C, share examples of what not to do, and how to fix it, so we can see the marked difference, and share actionable advice that is easy to digest.

Purna Virji

Bing

Boost Your Brand and Bottom Line with Instagram Ads

Akvile DeFazio

AKvertise

Boost Your Brand and Bottom Line with Instagram Ads

According to Instagram, 60% of users say that they learned about a product or service on the platform. At that rate, it’s worth a test, wouldn’t you say? Whether you work in B2B or B2C, learn how you can successfully utilize this visual channel to expand your reach and drive conversions.

 

Key learnings will include:

  • Solid understanding of creative and targeting options
  • Future-forward video content ideas for News Feed and Stories Ads
  • Actionable strategies for B2C and B2B brands for engaging and converting your audiences

Akvile DeFazio

AKvertise

Go Beyond the Lead: Getting Your CRM and Paid Search to Play Nice

Brian Walker

Statwax

Go Beyond the Lead: Getting Your CRM and Paid Search to Play Nice

In paid search for B2B, it’s inefficient to focus solely on the lead. There are more post-lead stages that indicate a successful customer conversion. Shouldn’t those be the value actions that you’re truly measuring against? If you’re tracking through a CRM, new insights and optimization potential are just steps away, so you can begin seeing the true value of the leads your PPC is driving. In this session, you’ll learn:

  • How to tweak a website and forms to allow custom parameters to attach to CRM entries resulting from marketing channels
  • New reports that show the value of PPC-driven conversions as they move through your sales process
  • How to pull CRM information back into Google Ads to begin tracking and optimizing for deeper-level stages in the post-lead process

Brian Walker

Statwax

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

Make the Most Valuable Impression on the Web

Cory Henke

Variable Media

Make the Most Valuable Impression on the Web

Session description coming soon.

Cory Henke

Variable Media

People Do Not Live In A Silo So Neither Should Your Digital Strategy

Amanda Farley

SS Digital Media

People Do Not Live In A Silo So Neither Should Your Digital Strategy

The customer and buyer journeys need to be connected. It’s not just marketing to sales. It’s a full integration of all channels, teams and efforts.

In this session, we will:

  • Review the formula I use for every new campaign initiative.
  • Review case study examples in multi-business-type including B2B, ecommerce and
    multi-location that yielded results like a 1,431% increase in organic revenue.
  • Walk through of an omnichannel customer journey example with “how-to’s” on the
    back-end to make the experience happen.

In this session, you will learn:

  • How to better leverage combined search, social and email campaign strategies
  • How to drill into your most qualified audiences and segments to increase performance
  • How to avoid pitfalls in your campaign process – key examples of how failures
    happened, and how to turn them into successes

Amanda Farley

SS Digital Media

Shhhh! Reddit is PPC's Best Kept Secret. Learn How You Can Get in on it!

Paula Thompson

Effective Spend

Shhhh! Reddit is PPC's Best Kept Secret. Learn How You Can Get in on it!

Reddit is every PPC marketer’s dream – cheap low-funnel traffic, a highly engaged audience and wildly specific targeting with bountiful inventory. In this session, I’ll provide a brief introduction to Reddit, Redditors and Subreddits, and then dive right into the nuts and bolts of how to get started with Reddit advertising. After this session, you should be able to get a successful Reddit PPC campaign up and running in no time!

Paula Thompson

Effective Spend

Convincing Your Boss(es) to Confidently Spend (more) on Advertising

Kevin Dieny

CallSource

Convincing Your Boss(es) to Confidently Spend (more) on Advertising

Could your business profit from the scaling of advertisement spend? Wrangling your boss with spin and tact is not always enough to win larger budgets. The Answer? Arming yourself with customer-centric data, like CLV, that can drive a responsible and ‘winning’ conversation with your organization. In this session you will walk away with knowledge and actionable resources so you can:

  • Convince your boss how spending more on advertising will benefit your organization.
  • Conquer your omnichannel success metrics and their impact on your customer lifetime value.
  • Confidently use your data to transform your organization to be more customer-centered.

Kevin Dieny

CallSource

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

Advanced Lead Gen PPC - Qualifying, Measuring and Nurturing

Liam Wade

Impression Digital

Advanced Lead Gen PPC - Qualifying, Measuring and Nurturing

Effective lead generation campaigns target the right user within a profitable CPA. *Better* lead generation campaigns do this and more, by following this prospect along the decision-making process. This presentation is not *just* for PPC nerds, – it’s for anyone that needs to grow a business. In this fast-paced presentation, you will go through actionable PPC tips / case studies on these 4 categories:

  • Advanced techniques for measuring and targeting higher quality leads
  • Qualifying users, and gearing them up for the right sales message
  • Working with other stakeholders within your business to improve the lead generation – sales process
  • Retaining existing clients / leads with effective brand, product-focused and loyalty campaigns

Liam Wade

Impression Digital

Amazon Nerd Alert: PPC Hacks to Build an Ideal Campaign Structure and Optimize Performance

Florian Nottorf

Adference

Amazon Nerd Alert: PPC Hacks to Build an Ideal Campaign Structure and Optimize Performance

With each new Amazon Sponsored Ads feature arriving, optimization becomes more and more complex. We will share our best practices in both, campaign setup and day-to-day PPC optimization, helping you to squeeze the maximum out of your Amazon Ads. You will learn new techniques to efficiently set up the right campaign structures on the basis of your product portfolio. You will also learn how to use automation to keep your performance on top of the game over time. This includes promoting the right ASINs on the right ad positions, placing the right bids for keywords and product targets.

Florian Nottorf

Adference

Building a Predictable Growth Engine From LinkedIn and Facebook

Yuri Daniels

Zenefits

Building a Predictable Growth Engine From LinkedIn and Facebook

In six months, Zenefits was able to increase monthly social leads from 800 to 14,000 whilst efficiently lowering acquisition costs 93% and increasing down funnel conversion rates 200%. Now, the company has a predictable and scalable growth channel that delivers every month.

Join this session to learn how they did it. Topics include how to:

  • Build a segmented and layered audience strategy
  • Design a full-funnel content library
  • Implement a testing plan and scoring model for prioritization
  • Create a data-driven team culture

Yuri Daniels

Zenefits

The First-Mover Marketer's Advantage: Page Speed and its Impact on your Quality Score, Ad Rank, and Advertising ROI

Ryan Engley

Unbounce

The First-Mover Marketer's Advantage: Page Speed and its Impact on your Quality Score, Ad Rank, and Advertising ROI

Fast landing pages need to be a PPC marketer’s top priority in 2019.

 

53% of mobile users will abandon a webpage if it doesn’t load faster than three seconds and yet, only 1.6% of marketer’s pages are faster than that. Slow pages don’t just cause PPC marketers to lose conversions, they lead to lower quality score, ad rank, and wasted ad spend.

 

This session will cover:

  • Signs page speed is a crucial focus for Google and as a result, PPC marketers
  • Tactics and tools to speed up your pages
  • Other factors that impact your landing page experience and advertising ROI

Ryan Engley

Unbounce

Breakouts
2:15 PM – 3:00 PM

A Beginner's Guide to Shopping Ads: From Take-Off to Soaring

Kirk Williams

ZATO

A Beginner's Guide to Shopping Ads: From Take-Off to Soaring

Whether you are in in-house, or at an agency, chances are you’ve noticed that Shopping Ads are pretty significant for any ecommerce account.  

The problem is, that most people don’t go beyond Google’s Automation in feed creation and ongoing management. This session will give you the most important tips in starting a Shopping campaign from scratch, getting the feed uploaded, and basic management tips. 

Even if your job isn’t in PPC, you will benefit from understanding this vital part of ecommerce search.

  • Where to invest time in feed optimization
  • How to set up Shopping campaigns for the best bidding possible
  • Tools/tricks to make ongoing management more efficient

Kirk Williams

ZATO

Using SEO Tactics To Improve Your PPC

Julie Friedman Bacchini

Neptune Moon LLC

Using SEO Tactics To Improve Your PPC

SEO and PPC are often encouraged to simply stay in their lanes. This type of thinking is
outdated and limiting to the ultimate performance of paid search accounts! SEOs tend to
approach search visibility in terms of questions to be answered. This approach can yield
fantastic results in the paid space too. After all, at the heart of paid search is still a query that
needs an answer. In this session you will learn:

  • Mining information from SEO strategy, data and tools & applying it to amplify PPC
    strategies
  • Improving your targeting by better understanding exactly which queries are driving
    search in your industry
  • Unlocking the power of Google Search Console

Julie Friedman Bacchini

Neptune Moon LLC

The Must Haves of Running Successful App Ads

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

Beyond CRO: Optimizing The Post-Conversion Experience

Sam Ruchlewicz

Warschawski

Beyond CRO: Optimizing The Post-Conversion Experience

Most marketers are obsessed with the conversion: that magical moment when all of our hard work is validated. It’s a glorious, “home run” moment.  But lost in our collective conversion maximizing obsession is what happens after the form is submitted or the sale is complete. For most organizations, the answer is simple: nothing. And for marketers to maximize their potential, this must change. We must stop viewing the conversion as the “home run” and start considering it first base.

 

By the end of this session, you’ll learn how to:

  • Discover what data is most predictive of each milestone in the funnel from initial contact to MQL/SQL to close/completed sale
  • Build a strategy specific to each milestone
  • Uncover the most common mistakes performance marketers make in conversion strategies
  • Identify post-conversion KPIs you’re not measuring but should be

Sam Ruchlewicz

Warschawski

Exhibitor Break
3:00 PM – 3:30 PM
Breakouts
3:30 PM – 4:15 PM

Writing Search Ad Copy 2019 that Converts

Joe Martinez

Clix Marketing

Writing Search Ad Copy 2019 that Converts

It’s 2019, and we can find search results all the time where all four ads on Google have the same keyword as the headline. Why are we still doing this? When everyone focuses on keywords as the main component of a successful ad we get a search result with all boring ads. Nothing stands out. No marketing involved at all. We’re in the age of audiences in PPC. We need to change the way we write our ads to speak to users and serve them a message that will try and speak directly to them as much as possible. When we focus so much on Quality Score we lose sight of who is actually buying from you…people. Learn why customer-focused copy is important, which tools we can use in Google Ads to implement better copy, and how recent changes within Google Ads support how we should be writing ads in 2019.
Takeaways
  • How we can write ad copy that focuses on satisfying our target audiences instead of best practices.
  • Learn which features in Google Ads can help you write custom, ads no other account can replicate.
  • Learn where the industry is going and how we should be thinking about our ad copy in 2019 and beyond.

Joe Martinez

Clix Marketing

Break Through PPC Optimization Walls with Marketing Automation

Heather Cooan

HDC Digital

Break Through PPC Optimization Walls with Marketing Automation

Performance marketing teams looking to drive bottom-line revenue and growth are addicted to PPC for fast, measurable growth. Unfortunately, PPC eventually hits diminishing returns and paid channel growth stalls. Enter marketing automation. Integrating marketing automation into your strategy enables you to continue to grow and improve the performance of your paid campaigns. We’ll walk through tips and tricks to improve funnel conversion rates, get more out of your paid campaigns, and measure in-funnel activities using functionality you likely already have hiding in your tech stack.
In this session you will learn:
  1. How to map content to the buyer’s journey and buyer persona for improved resonance with your target customer.
  2. How to gain efficiencies in your paid acquisition programs by optimizing the middle of the funnel.
  3. How to build an effective marketing automation machine that produces sales-ready leads.

Heather Cooan

HDC Digital

Keeping it in the Facebook (Platform): How to Build an In-Platform Leads Funnel for Facebook Ads

Kassandra Botts

Hanapin Marketing

Keeping it in the Facebook (Platform): How to Build an In-Platform Leads Funnel for Facebook Ads

In this session, Kass will teach Lead Gen advertisers how to build an effective funnel directly in the Facebook Ads platform, enabling them to collect quality leads without even requiring users to exit to an external site. Using Facebook Ads tools, both new and old, we’ll cover the entire lead generation funnel from Brand Awareness to MQL/SQL data capture. By pairing the right campaigns with the right objectives all along the funnel, attendees will learn how to build audience pools for prospecting and remarketing audiences based on engagement with content right in the platform. They’ll then be able to nurture users down the funnel, all the way to the desired response – more qualified leads. Key Takeaways:

  • 5 Facebook Ads Tools: technical tools to utilize to create full Lead Gen funnels, from start to finish
  • Customer Resource Management: how to integrate with Facebook
  • Lead Gen Funnel Best Practices and Top 2019 Tips: covers all levels (campaign structure, targeting, and creative formats)

Kassandra Botts

Hanapin Marketing

Radical Transparency - How to Build the #1 Best Place to Work

Dan Golden

Be Found Online

Radical Transparency - How to Build the #1 Best Place to Work

This session will be all about sharing the processes, pitfalls, stumbles, and triumphs of building a team while leaving attendees with a list of tools to take back to their organizations. Key Takeaways include:

  • Agency war stories (and how they were navigated as a team)
  • Learn about forward-thinking open book management
  • Learn how to satisfy the curiosity of a digital analyst while addressing macro business trends Get tips on how to share financial information internally

Dan Golden

Be Found Online

Keynote
4:30 PM - 5:15 PM
Networking Reception
5:15 PM - 6:30 PM
Bar Takeover
8:00 PM - 10:00 PM
Keynote
8:45 AM - 9:30 AM
Breakouts
9:45 AM – 10:30 AM

Coming Soon

Elizabeth Marsten

CommerceHub

Audience Targeting for Every Digital Marketer

Michelle Morgan

Clix Marketing

Audience Targeting for Every Digital Marketer

Session description coming soon

Michelle Morgan

Clix Marketing

Getting the Most out of Google Store Visits: How to Really Go OMNI-Channel

Marcel Smal

iProspect NL

Getting the Most out of Google Store Visits: How to Really Go OMNI-Channel

Google Store Visits can be extremely useful for retailers with offline stores. However, adoption is still quite low. This is a missed opportunity for every OMNI-channel retailer. In this session, I will show you how to move beyond just Webshop Sales and how this can have an awesome impact on your business. I will show that with the right experiments and tactics, you can completely change your strategy for the better. You will learn:

  • How to steer your account based on Webshop sales + Store sales
  • Tactics and tips for local advertising
  • How to best use the newest developments (e.g. New vs Returning Store Visits)
  • How to test incrementality of Google Store Visits, by using a unique experiment with a fake dummy website

Marcel Smal

iProspect NL

Save Hundreds of Hours a Year Doing PPC Reporting with Google Data Studio

Jeff Sauer

Data Driven U

Save Hundreds of Hours a Year Doing PPC Reporting with Google Data Studio

Managing PPC campaigns is a whole lot of fun – until reports are due to begin the month. Then it gets downright ugly. That is, for those PPC agencies and practitioners who aren’t on the Google Data Studio train. In this session, you will learn how to consolidate reporting across all PPC channels into a single report in Google Data Studio, begin to understand the data connectors available to your PPC platforms, and get a download link to a template you can use for your next PPC reporting session. If you dread reporting each month, you will love this actionable session from analytics expert Jeff Sauer.

Jeff Sauer

Data Driven U

Breakouts
10:45 AM – 11:30 PM

Catapult Your Campaigns with PPC & Multichannel Marketing

Aaron Levy

Elite SEM

Catapult Your Campaigns with PPC & Multichannel Marketing

Session description coming soon.

Aaron Levy

Elite SEM

Dominate Paid Search Results with Amazon's Help

Mark Gustafson

900 Kings

Dominate Paid Search Results with Amazon's Help

When Amazon appears in an Auction Insights report some may feel
threatened that a large brand is competing with them. However, there are many opportunities to strategically take control of the situation and increase the combined performance of those two channels.
Key takeaways will include:
  • How to determine to what extent your brand is competing with Amazon in paid search listings
  • How to enforce your trademark to win more clicks in paid search auctions
  • How to convert Amazon’s Paid Search Landing Pages into revenue for your brand
  • How to protect your brand from competitors on Google/Amazon

Mark Gustafson

900 Kings

Pinterest: What I Learned In 365 Days of Marketing On it

Duane Brown

Take Some Risk Inc.

Pinterest: What I Learned In 365 Days of Marketing On it

This hands-on session will equip attendees with the knowledge and skills to launch their first marketing campaign on Pinterest. I’ll learn them what makes Pinterest users unique. I’ll show them our ads and how this visual platform needs to be thought of in a different light. Attendees will walk away having learned:

  • How to segment your campaign for the best results
  • The Dos and Don’ts of marketing on Pinterest
  • How to get access to Pinterest Propel team to get help long after conference has ended

Duane Brown

Take Some Risk Inc.

Attribution

Coming Soon

Attribution

Coming soon

Coming Soon

Lunch
11:30 PM – 12:45 PM
Breakouts
12:45 PM – 1:30 PM

Moving Beyond the Triopoly: How to Leverage Quora to it's Full Potential

JD Prater

Quora

Moving Beyond the Triopoly: How to Leverage Quora to it's Full Potential

In this session, learn what makes Quora’s audience unique and how to leverage the advertising platform to maximize results. Attendees will leave knowing:

  • How to determine if Quora is right for my business
  • How to find and target their audience
  • How to predict results and project budgets without running a single ad
  • How to scale performance and maximize spend

JD Prater

Quora

Chasing Quality over Quality Score

Navah Hopkins

WordStream

Chasing Quality over Quality Score

From Google’s UI telling us that low QS is stopping us from appearing, to thought leaders using QS as benchmarks for success, it’s hard to remember quality score is simply a report card on how the account is performing. Advertisers and agencies alike think they need to pause low quality score terms, even if they are converting.

The result: account structure strategies that are time consuming and inefficient (single keyword ad groups), low search volume keywords clogging up campaigns because they have a good quality score, and other well-intended structure choices leading to wasted spend.

In this data driven power session we will:

  • Review common reasons that quality score may never hit that highly sought after 10/10 including industry search volume and bid to budget issues that prevent advertisers from ranking high enough to get a good click through rate which leads to good quality score.
  • The metrics to focus on including impression share, bid to budget ratios, and conversion rate/cost.
  • Data around why quality score should be treated as a byproduct of healthy account structure, rather than the path to it.

Navah Hopkins

WordStream

The Rise of Conversational Marketing: How To Leverage Chatbots For PPC

Danielle Gonzales

Hanapin Marketing

The Rise of Conversational Marketing: How To Leverage Chatbots For PPC

We see them pop up everywhere. Little chat bots begging to be helpful. A recent study conducted by Drift, Salesforce, and Myclever, found that 15% of American adults have interacted with a business’ chat bot in the last year. This number is expected to climb in 2018. As marketers, we need to look at chatbots as opportunities to pull prospects into our client’s funnels. To take it a step further, we need to develop strategies uniquely suited to conversational marketing and measuring conversions based on chatbot interactions.

 

This session will cover the following:

  • Statistics surrounding chat bot popularity
  • How to measure conversions from chatbots – using GTM & Analytics
  • What a winning bot-flow looks like
  • How to create audiences based on bot interactions
  • Ad Copy and CTAs unique to generating conversions from PPC
  • Best practices to share with clients for chatbots

Danielle Gonzales

Hanapin Marketing

Making the Most out of Google's Largest Ads Yet

Mark Irvine

WordStream

Making the Most out of Google's Largest Ads Yet

As larger Expanded Text Ads and Responsive Search Ads roll out to more and more advertisers, they’re greeted with both excitement and apprehension. Both new ad formats are the largest to ever grace the SERP – almost twice as large as their predecessors. But is bigger always better?

In this session, you will learn:

  • The success and struggles advertisers are finding with the larger 3 headline ETAs and how to best use the extra space in your new ads.
  • How machine learning is used in Responsive Ads and what challenges those pose to advertisers starting off with them.
  • Tactics to leverage both RSAs and Expanded Text Ads together to improve your ad copy over time.

Mark Irvine

WordStream

Breakouts
1:45 PM – 2:30 PM

Leveraging Geography for PPC

Carrie Albright

Hanapin Marketing

Leveraging Geography for PPC

Session description coming soon.

Carrie Albright

Hanapin Marketing

Developing a Holistic Optimization Strategy: 5 Scripts to Enhance your Google Ads and Bing Ads Campaigns

Ciera St. Pierre

Nebo

Developing a Holistic Optimization Strategy: 5 Scripts to Enhance your Google Ads and Bing Ads Campaigns

Bing Ads has just launched scripts in beta, making it more important than ever to implement holistic optimization strategies across your Paid Media campaigns. In this session, you will learn how to pinpoint areas of your accounts that can be enhanced with scripts. Additionally, you will receive five scripts that have never been seen before, plus new updates to the best PPC scripts available. These scripts will take your campaigns to new heights on both Google Ads and Bing Ads.

Ciera St. Pierre

Nebo

Google Shopping Campaign Structures: What Ifs and What Nexts

Sean O'Connor

Volusion

Google Shopping Campaign Structures: What Ifs and What Nexts

In the world of paid advertising campaigns, CSEs are some of the most vulnerable to fall victim to a set it and forget it mentality. In an increasingly automated world, Sean is going to offer ways to recognize the signal in the noise and how to customize campaigns to fit your KPIS. Using data and examples from a variety of eCommerce sites, this lecture intends to offer a variety of interpretations on structuring Google Shopping campaigns.

Via this session, you’ll learn about

  • Common and manageable campaign structures for CSEs
  • Leveraging Google Shopping Ads settings to create funneled shopping campaigns
  • Why your shopping campaign may not be converting to your KPIs

Sean O'Connor

Volusion

Welcome To The Golden Age Of Competitive Research

Robert Brady

Righteous Marketing

Welcome To The Golden Age Of Competitive Research

Go beyond SpyFu/SEMrush/iSpionage with your competitive research. This session will specifically discuss the following:
  • Using scripts to pull Auction Insights data automatically from Google Ads, graph it & help you easily identify major shifts in competitor behavior
  • Getting into competitors’ best audiences so they basically gift wrap their best stuff and send it to you
  • Researching your competitors Facebook advertising efforts to keep your social game on point
  • Tapping into the new Bing Competition tab
Level up your competitive research by attending this session.

Robert Brady

Righteous Marketing

Exhibitor Break
2:30 PM – 3:00 PM
Breakouts
3:00 PM - 3:45 PM

LinkedIn Ads - Advanced Strategies

AJ Wilcox

B2Linked

LinkedIn Ads - Advanced Strategies

LinkedIn Ads are absolute gold for B2B advertisers, but boy do we pay for them! Join AJ Wilcox as he shows you the advanced strategies for how to make the most of your ads while using the tips and tricks that make costs low.
From this session, you’ll learn:
  • The pros and cons of each ad format, and when to use them
  • Advanced bidding strategies to get cheaper clicks than your competition
  • Account organization tactics to make your account easier to manage and optimize
  • And much more

AJ Wilcox

B2Linked

Here and There: PPC for Consumers Around the Globe and on the Move

Rachel Vandernick

Context Travel

Here and There: PPC for Consumers Around the Globe and on the Move

With ~50% of tours and experiences booked within 48 hours of travel, how do you target clients on the move without leaving the ones at home behind who are still in the consideration phase?

Through case studies and sharing insights from successes and failed tests, you’ll learn:

  • How to set up multi-use campaigns for international consumers
  • How to create a forecasting model using your own data to predict demand
  • When to call it quits on unsuccessful international targeting.

Rachel Vandernick

Context Travel

The Fundamentals of Behavior Design - What Every Marketer Needs to Know

Shira Abel

Hunter and Bard

The Fundamentals of Behavior Design - What Every Marketer Needs to Know

In this session, you will learn:

  • How to grow your brand and company by establishing mindshare and thought-leadership
  • How identifying and understanding human triggers can help you create intelligent content that evokes emotion and builds trust
  • How to apply key principles of psychology to strengthen relationships with prospects and customers (before you even meet)

Shira Abel

Hunter and Bard

Lead-scoring Your Website Visitors Using Google Tag Manager To Enhance Your Remarketing Campaigns.

Dan Wilkinson

Smarter Analytics

Lead-scoring Your Website Visitors Using Google Tag Manager To Enhance Your Remarketing Campaigns.

** A downloadable GTM container will be provided with a bank of tags, triggers and variables for all attendees to use. ** Whilst getting frustrated using a very well known and popular CRM’s lead score features, presenter Dan Wilkinson started asking himself how powerful the ability to lead score site visitors, whether they converted to becoming a lead or not. He achieved this at website level using GTM, Cookies, dataLayer, some custom javascript, and a little planning of what activity increased the value of the visitor vs what activity decreased the value of the visitor. Throughout the course of the visitors’ session, the value will dynamically change, and the variable is made available for any tags & triggers to use. By far the most useful use case for this data is to assist in building higher value remarketing lists. Because this data is available in GTM, you can use this system in any ad network that supports custom audiences. In the presentation, Dan will cover how we can send pixel events into networks such as Google Ads, Facebook ads, Quora & Twitter. The presentation demonstrates how the downloadable container works and runs through the process from start to finish. Dan will cover how to select the page elements that require tracking, this varies a little from page type and industry.

Dan Wilkinson

Smarter Analytics

Keynote & Closing
4:00 PM - 5:00 PM
Closing Networking Reception
5:00 PM - 7:00 PM

**Please note your workshop training content will vary dependent upon the selected workshop. Learn more about our Agency, Excel or Account workshop courses here.

Breakfast
8:00 AM - 9:00 AM
Session 1
9:00 AM - 10:00 AM
Break
10:00 AM - 10:15 AM
Session 2
10:15 AM - 11:15 AM
Break
11:15 AM - 11:30 AM
Session 3
11:30 AM - 12:30 PM
Lunch
12:30 PM - 1:30 PM
Graphic