Last year was widely considered by many the “year of mobile”, but Digital Assistants like the Google Assistant and Amazon Alexa have changed the conversation; now voice search is the way of the future. Consider this session your entry to the ground floor. Attendees will learn:

• What voice search is and where it is now
• How to plan for voice search
• What we can expect in the advertising world from voice search moving forward

Your PPC campaigns are driving relevant traffic and leads at a fantastic conversion rate and cheap cost per lead. But how many of your leads are actually converting into sales? This cost-per-lead mentality proves that marketing is a cost center rather than a pipeline driver. In this session, JD will show how you can change that by syncing your marketing goals and business metrics across campaigns to grow your business. Attendees will learn:

• How to improve lead quality by tracking and measuring deeper funnel metrics
• Tips on how to customize and optimize campaigns based on ROI
• How to create impactful reports to get CMO buy-in

In this presentation, Matt will show you how to leverage revolutionary frameworks to uncover the “why” behind your shoppers’ buying behavior. You’ll learn:

• How to optimize for your shopper’s core emotional drivers, rather than a mouse click
• How to target your shoppers based on psychographic data, not just demographics and geographics
• How to create more impactful experiments that uncover insights about your shoppers’ motivations

In this session you will learn about: what Dynamic Creative is, how to best use it to test images and creative copy at scale, and how to find stats on your results; about Dynamic Product Ads – what they are, the benefits of this ad type, what you need to set it up, and how to build audiences for all levels of your funnel from the learnings from this campaign type; and about Broad Audiences for DPAs – what they are and why you should use them.

  Key Takeaways will include:

• The Facebook Events you need to make sure are firing in order to track users through your shopping cart
• How to build retargeting audiences based on shopping cart abandonment, and other common cart interactions and then build dynamic ads to retarget them
• How to find your most valuable, repeat purchasers and offer them valuable up sells and cross-sells – all dynamically!

It is an exciting and pivotal moment for us in the PPC industry. Machine learning has afforded us an opportunity to learn more and execute faster and automation eases ongoing optimization. However, there will always be room for the “human touch” in our day-to- day but the future is moving towards automation. Therefore, it’s best to stay ahead of the curve and learn how we can make the best decisions to help drive great performance. This presentation will focus on:

• How to choose the right smart bidding strategy for business goals
• Setting conditions for testing an automated bidding strategy against manual bidding
• How to optimize campaigns with automated bidding strategies
• What user intent signals smart bidding algorithms digests to make decisions

The digital marketing landscape is becoming increasingly competitive and crowded. How do you get ahead of it? What are the innovative strategies to build your branded search not yet written ad nausea  m about that will help you not only keep campaigns alive, but grow your business? During this session, Senior Client Manager and PPC obsessed expert Matt Mason will knock your socks off as he shows you:

• How to grow your branded search through GDN, YouTube, and Paid Social
• How to allocate budget effectively across the different tactics
• How to convince key stakeholders (whether that’s your client or boss)

With the arrival of Google’s new guideline of 3+ ads per ad group, multiple unique ad copy is needed now more than ever. Search engines with machine learning rotation settings and social algorithms require a robust variety of copy and constantly offer more choice in ad types. In this session, you will learn:

• The nuances of audiences by channel: What catches their attention, what they would like to see, and what drives audiences to convert.
• How to use the funnel to address audiences by their engagement and familiarity with your brand.
• RLSA and Remarketing specific copy – Pushing your already brand aware audiences beyond their indecision to close the sale.
• Use of dynamic ads and the growing role of DSAs: What can we learn from automated ads.
• The necessity of dynamic copy with Google’s new requirements, new dynamic creative rotation in Facebook ads, and what you can do to prepare your copy for the auomated future where machines choose which ad copy will win and which copy will lose your future ad tests.
• The future of A/B testing: Where are we today, and where the data predicts we will be going in the future with more complex, fragmented ad testing processes.

Everyone knows how to use an Excel Pivot Table to quickly and easily combine and analyze data, but is that the only way? In this session, you will learn:

• How to cut down time spent pulling and organizing data
• Easy to implement Excel formulas and tricks
• Practical day to day applications

Cross-channel marketing in theory is easy, but putting it in practice is a daunting task. How do you structure your internal team? How do you manage communication with multiple vendors? And how exactly do you make sure each channel is doing its part (and launching on time)? This session will dive into specifics on how to execute cross-channel marketing without losing your mind, complete with campaign planning, examples, and challenges, wins and lessons learned (and still learning) along the way.

• Using a custom-built search query analysis tool to analyze geographic search intent.
• Creating a successful account structure with strategic geographic settings.
• Setting up budgets by location to align with KPIs.
• Analyzing Google AdWords geographic reporting to drive account optimizations.

Automation is coming… but fear not, Dan Gilbert is here to save you! With an overview of the current state of PPC automation and where things are going, Dan will make sure you are prepped for the next automation revolution. Includes: bad jokes, silly costumes and some awesome free scripts!

Always wanted to learn more about Shopping Ads? Perhaps you primarily run Lead Gen accounts, but want to expand your PPC skillset into ecommerce? In this “Beginner’s Introduction to Shopping Ads”, Kirk will be starting from the ground up in giving discussing everything you need to know to have a working knowledge of Shopping Ads. He will give a high level overview, as well as specific and practical tips for things like Feed optimization and campaign structure best practices. If you have ever wanted to know more about Shopping Ads, but were afraid to ask… this is the session for you!

Agencies are hyper-focused on clients, which makes innovating within the agency itself challenging. Even though it creates tension with daily client responsibilities, meaningful change must be driven by client services as well as leadership. In this session Caitlin will share what she’s learned from her work with 3Q Digital’s Innovation Lab. Takeaways will include:

• Leveraging Human Centered Design to identify, develop, and evaluate potential solutions
• Soliciting and incorporating feedback from the people you’re trying to help (clients and agency members) to inform potential solutions
• Identifying and overcoming organizational obstacles, including the “this is how we’ve always done it” mentality

The “sexiest” job of the new century—that’s how the Harvard Business Review characterized the practice of sifting through data to find hidden, below-the-surface meaning and subsequently extrapolating the underlying knowledge. In today’s highly competitive business environment, it’s not enough for the marketers to have skill and proficiency at Marketing – whether inside or outside the organization. Data, and the ability to draw actionable insights from the data, is essential for any company wanting to increase customer engagement and tap new markets to ultimately achieve growth targets. Done well, it becomes a competitive advantage. The ability to capture, analyze, and use data to demonstrate your business acumen and to make critical business decisions is a pivotal skill.  Yet, according to research by VisionEdge Marketing, Hive9, and Valid USA, all Marketing organizations are mediocre at BEST in terms of making their data and analytics relevant to the C-Suite. Join this interactive session, based on 16+ years of surveys and real-life case studies, to learn:

• How best-in-class marketers apply data to the strategy development and execution process
• How to use analytics to demonstrate Marketing’s value
• What it means to live an Analytics Life,
• Practical tips on how to make Marketing and your data more relevant to the C-Suite and make your boss look better with numbers

Wishing it was easier to get relevant data from your accounts? It all starts with the structure. Going beyond the basics, in this session we will look at account structure from a bit of a different perspective – how to think like a coder when you’re setting up your accounts. You will learn how to use simple structure rules to unleash powerful analytics options across all of your accounts.   Key Takeaways:

• Basic principles for organizing your campaigns – how to think like the machines
• Introduction to naming conventions and the logic needed for easy analysis using segments in Google Analytics or creation of filters within platforms
• Using the unique data points your account structure creates, that can be leveraged in programs like Google Analytics

Programmatic has been around for over a decade, but still many marketers are in the dark as to how to integrate this channel into their overall marketing strategy. The industry itself is littered with 1000’s of options to choose from and can be an overwhelming process to navigate. With this confusion comes the decision to create and grow an in-house team versus using a managed programmatic vendor or service. In this session you will learn:

• The key differences between self-serve and managed programmatic solutions
• Provide a checklist to determine if you are ready for programmatic
• Provide key questions to ask when evaluating a programmatic solution

Coming soon!

Do you feel like you’re banging your head against a wall every time you update your PPC report for your client or boss? Asking yourself questions like: Why is the process so manual? How do I automate this? What are the right ways to segment all this data? Are they even reading my report?? Don’t worry, you’re not alone! During this session, you’ll be sure to walk away with a completely different approach to how you’re developing your PPC reports, as you’ll learn about:

• Streamlining and automating reporting
• Making your reports more actionable
• Creating reports that stakeholders like your client or boss ACTUALLY read!

Who do you think is a more valuable lead? The person who visited a page or the person who started filling out a contact form and didn’t complete it? You probably will pick the second person because we get an understanding of what the user intended to do. This session will show you how you can track user activity on your landing pages to create intent-based remarketing audiences. You’ll learn:

• Where to go to set up the event tracking
• What kinds of actions you can track
• New remarketing strategies you can use
• How you can can utilize these new audiences in search.

The continuing sprawl of channels that a paid search person will be asked to manage got a little bit longer and in some cases, way more complicated. There are a lot of search agencies now offering “paid search on Amazon” – it makes sense, campaigns with keywords, match types and bids. But understanding what goes into that, parallels and differences to Google – they are different. For example, you have to be winning the BuyBox to even have sponsored products appear and that is important to understand in terms of what levers you can and can’t pull. What are your options on eBay? How is Google Product Listing Ads traffic driving to marketplace sellers affecting your search AND your marketplace sales? What can you borrow from search engine paid search, what can’t you really, what resources are available to you, who should you listen to and what’s next?

With huge concerns over transparency in digital marketing for brand safety, marketers have to address ads showing on content that’s unsafe. Leveraging dynamic content in ads can have its own pitfalls. In this session, we’ll discuss how to create a corporate strategy for using machine learning features in paid search and display ads. The first half of the session will focus on how brands can structure their content and content feeds to best support ads with dynamic content. Once the content structure is determined, then marketers can align account structure in a flexible way to support audience targeting and other tactics, and to later optimize based on the learnings from campaigns. The second half of the session will focus on effectively leveraging automated bidding strategies by setting guardrails for the machine learning capabilities. We’ll discuss how to evaluate business priorities to prevent cannibalization. Retail partners (for manufacturers), other brands within the portfolio, and SEO all need to be protected when crafting a corporate AI/ML strategy.

Quora launched its self-service PPC platform in May 2016. Many marketers are already using this platform across a variety of verticals. Hear directly from leaders at Quora about how the Quora PPC platform can add to your marketing toolset. What is unique about the platform and the audience, our vision for the platform and newly released features.

Last year, 60%+ of the session attendees said they’d been using LinkedIn advertising in their leadgen efforts, so we’re going more advanced. We’ll cover how to structure accounts, campaigns, bids, and budgets to make you look like a hero to your sales and marketing teams internally. You’ll learn what content to offer to your prospects, as well as how to integrate your LinkedIn marketing initiatives into your other Search/Social channels through intelligent retargeting. Don’t miss it if your position deals with B2B!

Join Johnathan as he revitalizes the age-old topic of quality score and hear how his strategies have positively impacted his clients. In this session, you’ll learn:

• The biggest needle movers of Quality Score with data gathered from 150 clients and millions of keywords in different industries
• The pitfalls of Quality Score & the dangers of it
• Why it’s important to sacrifice smaller metrics for the sake of bigger ones

2017 was the release of the new AdWords User Interface and while it’s not exactly the “Frankenstein’s monster” of changes, it’s been a widely popular topic of conversation and concern. Many of us continue to hide in the safety of the old UI, only venturing into the new one as a quick test, returning to the familiar version at the first sign of frustration. In this session, attendees will be given the highs and lows of the new UI, including fantastical gems that have never existed until now and hidden shortcuts that you’ve been looking for all year. This discussion will not only be a breakdown of the hard-to-find features and newest content, it will also include recommendations for how to use this new data to make the most of Google’s hard work. Find true excellence with in the more robust audience reporting and greatly improved Opportunities within the new UI. Learn how the performance heatmaps and newly segmented graphs provide the insights you need for informed decision making? Finally, attendees will get a sneak peak of what’s coming down the road for this fancy new interface so they can sail through 2018 with the cutting edge on PPC reporting and performance.   This discussion will cover a range of knowledge levels. Experienced marketers will be able to create their own dashboards, reports, and layers of insights more easily using UI data shortcuts. This presentation will also debunk some of the most overwhelming aspects of the new AdWords interface and make the most cutting-edge aspects of the UI feel accessible to even novice advertisers.

Are you struggling to make mobile ads convert? This session will show you exactly how to improve mobile ad performance on search and social campaigns. Learn recent developments in search and social advertising, the latest trends, tools and strategies with examples you can start using today. See how to take advantage of and profit from competitors ad and landing page tests. First you must segment and analyze traffic coming from mobile to create a baseline to measure or benchmark. Once a benchmark is created the optimization can begin! Learn how to use analytics data to dig in and see what conversion road blocks may be stopping your users from converting. In this session, you will learn:

• How to crush your competitors on mobile
• Best practices for strategy organization and communication
• The four components of successful paid search and social strategy
• How to avoid losing money with AdWords default mobile settings and what common traps to avoid

With rising costs, an emergence of technology enablement, ever-evolving management strategies, and growing competition (most notably, Amazon) Google Shopping has become an increasingly more difficult channel to be successful.

Presented by CPC Strategy’s Sr. Retail Search Manager, Lewis Brannon, this presentation will cover strategies that apply to 2 core phases of Google Shopping management: 1) Becoming profitable and 2) Optimizing Shopping to align with larger business goals. What You’ll Learn:

• The Google Shopping Auction – How the product feed, bidding, and traffic sculpting interplay
• The ISO™ Strategy – How to use priority settings and keyword data to funnel search traffic and create brand-aware Shopping ads
• Competing with Amazon & Big Box retailers – how to profitably increase click share

Coming soon!

International PPC isn’t anything to be intimidated about, it needs to be approached like any PPC initiative by setting up expectations, tests, and goals. Don’t let being monolingual stop you from seizing international opportunity, after all, numbers are the same in any language, right? This session will go through what it takes to launch your campaigns on the global scale. Engaged attendees will leave this session with tried and true processes for:

• Identifying markets
• Managing translation options
• Take-home tips for managing translated campaigns

This session will focus on the three most important aspects of building an efficient YouTube campaign.

1. Creative – Attendees will garner a full understanding of true view model on YouTube. Best practices in video development and building specifically for the platform and placement. Lastly making the most of the most valuable impression on the web, zero to thirty seconds on YouTube.
2. Targeting – Learn advanced tactical targeting strategies. New AdWords UI functionality. Combining search & video as well as what to expect in 2018 from YouTube and AdWords.
3. Strategy – The truth about YouTube and when an advertiser is ready. How to compare YouTube and Facebook video from a user experience and advertising strategy perspectives.

It’s simple, the goal of lead gen marketing is to get leads. However, how often do these leads turn into sales? Are the leads even qualified? These questions and more are answered by the CRM. This presentation will explore how you can use the CRM to optimize campaigns and the sales process to stop wasting spend and valuable time on seemingly top-performing campaigns and focus on generating conversions that will turn into sales.

This session is totally for you whether you’re a PPC expert who’s tried it all and literally has no more optimizations left to test (while stakeholders still expect more); or are just starting out and completely overwhelmed by advanced PPC scripts, feeds, and strategies.

PPC practitioners mired in the rat race of rapidly advancing artificial intelligence and machine learning too often gloss over — or completely forget about — what we’re actually communicating to potential and existing consumers. Not only is creative the very foundation of what we do, creatives are the variables that can always be improved and always be tested. The great news is: we’re able to test faster with more certain results than ever before.

Take a break from the dizzying world of ever-advancing PPC and attend this cross-channel, creative-forward session to:

• Hear case studies where creative changes made all the difference
• Iterate on evergreen – small changes for BIG wins
• Get your hands on creative testing templates & guides
• Execute exciting visuals and compelling copy
• Crank creatives with DIY tools

One of the most frequently-cited problems in the marketing industry is an inability to (1) properly identify, align, measure and track metrics relevant to a specific company, (2) quantify the value produced by various marketing initiatives, tactics and channels in a way that resonates with senior leadership and (3) use the data from (1) and (2) above to identify actionable insights to inform overall marketing spend and guide future marketing efforts.

In short: today’s business owners, executives and marketing professionals need a comprehensive framework for measuring and evaluating the efficacy of their efforts. This session provides that. At the end of the session, attendees will walk away with a comprehensive framework that enables them to effectively:

• Identify the metrics that matter to their organization
• Align those metrics to business outcomes
• Use these “Moneyball” metrics to identify hidden value and optimize existing marketing mixes
• Quantify the value of their efforts relative to the bottom-line outcomes of their company.

Do you ever find yourself having repeated conversations, struggling to build a case to justify PPC spend? Even though PPC seems to be about the best growth channel out there, it gets shut down and dissed by many. There seems to be all these other channels and mythological growth hacks that form a “Committee of Enemies of PPC”. After all these years we’re forced down a path to defend PPC. The patterns are the same and this session will:

• Present a portfolio of behaviors, with real world examples of enemies who do not understand the benefit of increasing advertising dollars in paid search
• Provide a sneak peak of the evidence that alludes to companies running PPC badly
• Create a special task force and build a case to fight for paid search initiatives in this growth channel with a list of actionable attendee takeaways

Coming soon!

Amazon’s advertising business is accelerating rapidly, and brands should be optimistic about the opportunities that the retail giant’s ad programs are creating.

In this presentation, you’ll learn about all of Amazon’s different advertising formats available to brands and how to allocate time and marketing budget to attain the best ROI.