Change City: Austin London

Schedule

Austin's ALL-NEW schedule is LIVE.
Check out the sessions you'll see in 2020.

  • WelcomeApril 7
  • Day 1April 8
  • Day 2April 9
  • WorkshopsApril 10
Welcome Reception
7:00 PM - 9:00 PM
Welcome & Keynote
8:45 AM - 9:45 AM
Breakouts
10:00 AM – 10:45 AM

Using Google's Free Tools to Improve Your Awareness Campaigns

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

Using Big Data to Expose the Multi-Million Dollar Display Advertising Fraud

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.com” due to rampant ad fraud in display advertising. In this session, you will learn how to find poor quality placements at scale and utilize these insights to save money on display advertising. You will also learn how to use Webshrinker, an AI powered domain categorization tool, to find placements that do not align with your brand. Finally, I will share a couple Google Ads scripts that will help automate the process of excluding poor quality placements across your accounts.

Scott Ridout

Seer Interactive

How to Best Train Google’s Machine Learning Bid Models

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

Machine VS Human - A Case Study of Automation in Low Volume Accounts

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

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

Attributing the Impact of Top Funnel Campaigns

Michelle Morgan

Clix Marketing

Attributing the Impact of Top Funnel Campaigns

Building funnels is all the rage in online advertising. As brands are growing larger, they realize that they have to fill the top of the funnel with awareness and branding campaigns, then nurture those users in a second touch to eventually generate the highly coveted search traffic.

 

But when the dreaded question comes “what revenue did we see from our awareness campaigns?”, almost no one has an answer. Inevitably the awareness campaigns are turned off due to lack of data and eventually search volume feels that hit and no one can explain why.

 

In this session, I’ll discuss all the strategies marketers can employ to track how their top of funnel campaigns are impacting the companies bottom line with the following:
  • Understanding of attribution models and the value of each.

  • Creating and leveraging audiences in all channels to follow user flows through each touchpoint with a company.
  • Tracking search performance and understanding impacts from other campaigns.
  • Setting up Google Analytics to segment users and TOF audiences to follow their experience with a company.

Michelle Morgan

Clix Marketing

Embrace the Future" The Smart Shopping Survival Kit

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

How Faster Pages Can Give You a Competitive Edge

Larissa Hildebrandt

Unbounce

How Faster Pages Can Give You a Competitive Edge

Fast landing pages should be a PPC marketer’s top priority in 2019. 53% of mobile website visitors will leave a page if it doesn’t load within three seconds, yet only 1.6% of marketers’ landing pages load that quickly. Not only do slow pages leave conversions on the table, their impact on Quality Score could hurt your search ad performance. With some simple fixes, your PPC landing pages can be ready for today’s fast internet and impatient consumers.
This session will cover:
  • Signs page speed is high priority for Google, and as a result, PPC marketers
  • Strategies for taking control of your page speed on desktop and mobile
  • How to integrate page speed into your team’s KPIs and reporting

Larissa Hildebrandt

Unbounce

Amazon & Google: Friends or Foes?

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

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

Level-Up Your PPC Forecasting Skills with Advanced Modeling in Excel

Emma Franks

Hanapin Marketing

Level-Up Your PPC Forecasting Skills with Advanced Modeling in Excel

Data is the backbone of good PPC decision-making, but decisions are only as strong as our ability to leverage and interpret that data. This session will demonstrate how to create advanced forecasting models that go beyond projecting monthly spend and revenue. Specifically, it will show how modeling in Excel can be used to develop stronger annual budget projections, pitch new channels or solicit budget for new campaign strategies, and/or mitigate questions of risk by quantifying the outcome of expected, best-case, and worst-case scenarios.

 

Attendees do not need to have an advanced knowledge of Excel, statistics, or economic modeling to attend this session. All the material will be compiled into user-friendly templates and all concepts will be taught using real-world PPC applications.

 

Participants will learn:

  • How to forecast spend, revenue, and other KPIs based on historical data and industry trends
  • How to create spend forecasts for new channels/platforms/strategies when historical data is unavailable
  • How to develop forecasting models using uncertainty variables to create a forecast range supported by statistical data

Emma Franks

Hanapin Marketing

Getting Smart Shopping to Work For You in 2020 & Beyond

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

10 Characteristics of Successful PPC Teams

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

Breakouts
2:15 PM – 3:00 PM

Lead Gen & Data Passback

Aaron Levy

Tinuiti

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

The 5 Essential Combined Audience Structures You Need To Know

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

Investment in AdTech is Shrinking: Why Digital Advertisers Need to Be Concerned

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

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

Ghost Outdated PPC Strategies and Let Automation Be Your New BAE

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

How To Keep Your Job and Not Alienate Channels, Using GA To Measure Your Marketing Across The Customer Journey

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

Leverage Programmatic Using Real World Case Studies

Alex Lamoureux

Acquisio

Leverage Programmatic Using Real World Case Studies

Coming Soon

Alex Lamoureux

Acquisio

What is ABM? - Account-Based Marketing Tactics and Tips

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

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

What About Walmart?

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

The 4 Golden Rules of Programmatic Technology

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

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

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

Breakouts
10:45 AM – 11:30 PM

Advanced LinkedIn Ads: Better Performance at Lower Costs

AJ Wilcox

B2Linked

Advanced LinkedIn Ads: Better Performance at Lower Costs

You’ve got the LinkedIn Ads basics, and now you’re ready to take it to the next level. Join AJ Wilcox, certified LinkedIn partner and Ads expert as he walks you through the advanced concepts for how to generate the best quality of leads at the lowest possible costs. He’ll workshop through building your audiences and ads, as well as writing ad copy.

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

Boost Your Organic Amazon Rankings & Sales with Paid Ads

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

Facebook Attribution; The Untold Story of Customer Journey

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

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

Moving Beyond the Triopoly: How to Leverage Quora to its Full Potential

JD Prater

Quora

Moving Beyond the Triopoly: How to Leverage Quora to its 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

More Than Text! 5 Tricks to Get More out of Your New Search

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

Breakouts
1:45 PM – 2:30 PM

Advertising for Cavemen: Exploring the Psychology of Ad Copy

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

A Picture Is Worth A Thousand Pins

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

The Best Conversations Happen On The Phone

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 leverage call tracking solutions to improve advertising, increase retention, and add value for your leads and clients.
  • Where this conversational channel fits into the customer journey so you can take advantage of calls at scale.
  • Advanced takeaways for marketers who want proven strategies (not more tools) for generating sales without needing more budget.

Kevin Dieny

CallSource

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

Making Yourself More Valuable Than Machines

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

Más PPC Por Favor: How to break into bilingual search campaigns

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

Keynote & Closing
4:00 PM - 5:00 PM
Closing Networking Reception
5:00 PM - 6:00 PM
9:00am - 12:30pm

Paid Social Workshop

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

CRO Workshop

Gain the ability to pitch the importance of CRO to your boss or client, how to setup an A/B test, and leave with a newly designed landing page. 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 »

Agency Growth Workshop

Be a part of an enlightening soundboard for CEOs, Presidents, Vice Presidents, Directors, and Executive Managers to talk through challenges and concerns for building an agency. MORE »