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.

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.

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 1^st and 3^rd party data, as well as tips for monitoring the automation and course correcting as needed.

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.

• 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.

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!

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

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

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

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.

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.

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

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

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.

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)

Coming Soon

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.