Yes and no – retail media roots are definitely paid search roots. In 2020, as we saw retailers expand their online footprint, connect to in-store, and with that, add a new line of business-sponsored products. A cost-per-click model that has quickly spiraled into a programmatic display, social media, and even Google Shopping feed offerings, all using a retailer’s 1st party data to target, segment, and engage customers wherever they are on behalf of a brand and drive them back to the retailer store.

Similar to how we all got started in paid search, social media advertising – retail media is going to be looking for digital marketers to make their way over. In this session, check out how they’re the same, but different, how you can get started with self-serve platforms like Walmart and Instacart or sell-side platforms like Criteo that you may already be familiar with. We’ll also walk through some resources to set you up for success or at the very least, sound like you know what you’re talking about.

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.

Learning Outcomes:

• 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

As marketers, we often struggle with limited resources and have to prove ROI working with what we have. Learn a new approach for creating a multi-channel strategy that focuses on the new marketing model: doing more, with less.

What you’ll learn:

• Easy to implement research tactics that will help you laser focus on strategy and budget
• A framework for creating target personas that drive creative performance and conversions
• New tactics for better reporting up, down, and across your organization
• Get access to strategy resources including tools and worksheets you can use in day-to-day planning, execution, and activation

Remember the last time you were instructed to dismiss thousands of potential customers for the chance at saving a few pennies? I don’t either, but the automated bidding strategies we use are doing it every day!

In this session, we’ll explore the adverse effect automation can have on brand visibility, and how you can continue using it to your advantage without sacrificing volume to the machines.

You’ll learn:

• How automation hurts reach and how to overcome it
• An approach to testing that maximizes scale while minimizing risk
• How to keep stakeholders happy when results fall outside of their comfort zone

Coming Soon…

It’s no secret that the key to any successful digital marketing campaign is to test, test, and test again but are you testing the right things? The key to success doesn’t lie in the number of tests but rather in choosing the *right* tests, and even more importantly, the learnings and outcomes.

This session will cover what to test in the face of common issues such as lack of lead volume, high CPAs / low ROAS, low lead quality, and more.

The presentation will include real-world examples of tests run and results for a variety of different businesses including B2B, B2C, lead gen, and ecomm.

Attendees will leave the presentation with-

• Ways to approach common campaign concerns through testing.
• An inventory of testing ideas including campaign objectives, targeting options, bid settings, creative formats, and more.
• Real-world examples of tests (and results) to speak to common problems such as conversion volume, cost efficiency, and lead quality

Many brands spend large amounts to scale in paid search, often hyper-focused on finding new customers. While growing an audience is important to scale; many brands forget to take the time to appreciate fully, nurture and understand current customers and subsequently learn their customer lifetime value (CLV).

In this session, we’ll look beyond CPC, ROAS, and CPA – and we’ll dive into CLV, a metric that provides valuable insights to any brand that wants to grow and can complement their efforts to scale their paid search profitably.

In this session, you’ll walk away with insights on:

• How to have CLV conversations with clients that will help them scale and make you invaluable to them
• How CLV provides a more holistic picture of success within paid search
• Tactical insights on how to implement a CLV strategy within paid search

An invaluable tool for digital marketers, Google Tag Manager saves hours of back-and-forth between developers and marketers while allowing a breadth of custom tracking opportunities.

In this session, you will learn:

• The basics of setting up Analytics and ad platform tags using GTM
• Practical tips for tracking custom events and conversions via GTM
• How to test that tags are firing properly

Attribution is a mystery to many and is only getting more difficult, but prospecting campaigns are still valuable for creating demand for your products or services. In this session, we’ll cover the following: Why it’s important to measure prospecting’s impact, how the digital marketing industry’s changes are making it more difficult to track performance. Practical strategies to try and fill in the gaps and help attribute performance across all top of funnel efforts.

YouTube has grown into a priority platform for all advertisers. This presentation will walk you through creative tactics and strategy, how to analyze results, and drive performance. YouTube continues to be the most valuable impression on the web due to the true-view (skippable) ad format, but as the platform continues to innovate, we will also walk through upcoming trends, new features, and how we see the platform evolving in the near future.

Creative – Gain an understanding of ad types, creative timeline, and how to test

Analytics – Learn what are the primary and secondary KPI’s to analyze

Performance – Apply creative, audience, and platform optimizations to improve results

Popular brands have witnessed the power of Black Twitter and the brand impact of socially conscious Black consumers. Through social media, Black consumers have brokered a seat at the table and are demanding that brands and marketers speak to them in ways that resonate culturally and experientially. If you plan to build and launch a new brand, new campaign, or website, not excluding black consumers is what you should be concerned with and prepared for. With 43% of the 75 million Millennials in the U.S. identifying as African American, Hispanic or Asian, if a brand doesn’t have a multicultural strategy, it doesn’t have a growth strategy. This session will help you to market to diverse consumers in an authentic way.

At the end of this session, you’ll be able to:

• Market to multicultural consumers without being racially insensitive
• Understand how the racial diversity of your internal marketing team impacts your external marketing
• Create a diverse pipeline in a non-diverse industry

It’s no secret Google wants you to care about their Optimization Score. They’ll even require Partners to have a minimum score of 70% to stay eligible for the Partners badge.

Badge or not, how much should you care about this score and the corresponding recommendations?

Based on an analysis of more than 10,000 Google Ads accounts, you will learn:

Benchmarks for OptiScores How does the weighting system work?

Which recommendations should you pay attention to, and which ones should you ignore?

What is currently missing from OptiScore and recommendations?

With more than 250 million monthly shoppers on Instagram Native Shops, and a market size that is expected to reach $1.95 trillion by 2026, there is no surprise that all the social platforms have introduced new commerce formats. From TikTok and Instagram Storefronts to “Try-On AR”, Emerging Social Experiences are already changing how brands engage with consumers.

Join this session to:

• Discover the social platforms’ latest commerce formats
• See how social commerce formats can change the customer journey and drive real business results
• Learn how to introduce social commerce to your marketing mix

If you could speak honestly, do you actually like your agency? I don’t mean whether you like the people you work with; I mean, are you happy with what you’re building? Being stressed and cringing every time you pick up the phone to talk to your clients is probably a sign you secretly don’t like working where you work.

In this session, Kirk will reveal various things he has learned over the years in striving to build an agency not simply focused on growth but to build a place that he actually likes working at (because he does work there!).

He’ll talk through practical things to implement to make your agency more valuable to your clients, as well as an overall decent place to work at. It’s time to stop being stressed about showing up to work and time to start enjoying your job again!

We’ll learn how to identify, sell, and keep the right clients. Next, we’ll discuss the top stressors in an agency and how to eliminate them from your business. Finally, we’ll discuss ways to think about pricing and scope to better manage client expectations in a way that works for you both.

When you have optimized your campaigns, conversions, and results, the next challenge becomes additional volume. And how will you get there? New markets. But new markets present new cultural, financial, and legal implications. New cultural, financial, and legal implications. Zeph will walk you through these adverse conditions and show you how to squeeze the most ROI out of international paid media in this pragmatic and practical session.

Including:

-Market Validation

-Localization Do’s and Don’ts

-Bespoke research and templates to help get you started

Most marketers have abused AB testing. They test every webpage on their site to death. However, they are still stuck with low conversion rates. Why? Because increasing conversion rates was never about A/B testing.

Attendees will learn:

1. Why do most AB tests fail?

2. What is template tweaking: when should you use it, and when should you avoid it?

3. The hierarchy of conversion: understanding the different types of items that impact your website conversion rates 4. Re-thinking your approach to conversion optimization to generate real increases in conversion

LinkedIn Ads are expensive and difficult to manage. So why should you pay attention? Because they destroy Facebook Ads’ cost per SQL EVERY time, and your competitor hasn’t caught on yet.

Join AJ Wilcox as he walks you through:

1) How to get the lowest costs through intelligent bidding,

2) Saving your budget from click fraud, and

3) The winning account organization that will give you scale and prime AB testing.

Successful businesses don’t win by copying others. Instead, they win by developing a deep understanding of their ideal customer and creating a meaningful transformation for them. Before creating a digital marketing strategy for your business, you need to understand this transformation and use it to develop your unique message.

In this session, we break down the 6-step Transformational Message Framework, as well as examples to show its application.

What you’ll learn:

1. The 6-step Transformational Message Framework

2. Examples of the 6-step framework in use to showcase its application

3. How to use this messaging to develop better content and ad copy

In this session, you will learn about accessible SEO and how to build a business case for investing in accessibility compliance based on data and litigation outcomes. Then, sway the C-Suite with five actionable steps to help implement digital accessibility to meet compliance for a better user experience and receive a list of tool recommendations for successful implementation, testing, and auditing.