Learn how to put your favorite Excel formulas to work for you. Build tools, automate routine tasks, and leverage add-ins to supercharge your work in Excel.
Getting Started with Scripts #HeroConf London 2015Amy Bishop
An introduction to important javascript components, how to implement scripts, compatible integrations, tips, common mistakes, use cases, and free resources!
SearchLeeds 2019 - Bastian Grimm - Peak Ace - Why most SEO audits are sh*tSearchLeeds
To navigate Google’s several hundred ranking factors and signals, SEOs often create staggeringly vast audit recommendations without taking a client’s industry, available resources and current circumstances into account. This can have a serious negative effect on revenue streams and ROI. Bastian Grimm's SearchLeeds talk explained how to intelligently prioritise these measures according to impact. He shared his tips, tricks and best practices
based on over 200 audits that his team implemented over the past 3 years, broken down by industry/vertical. No more trial and error – here’s how to apply an SEO strategy that’s effective, efficient and truly tailored to your needs.
Better conversion with Intelligent AnalyticsTim Stewart
As presented at #BrightonSEO and #SearchElite Manchester September 2017
Uploaded version is the longer deck as used for #SASCon 2017 - examples and use cases for Google Analytics features and tools to make more from the data you can collect.
Best Top SEO Tools, SEO Process & SEO ReportsAK DigiHub
SEO – SEO stands for Search Engine Optimization. SEO is the complete process of enhancing the quality and quantity of the website traffic and increasing the visibility of the web page. It’s trusted and tried the technique for ranking your website and getting optimized your content for SEO. There are so many tools that are used for SEO out there but here we have listed some best tools for SEO.
Ungagged Vegas November 2015 Presentation - Scaling UpRoland Frasier
Scaling up. How to scale a business from my day 3 presentation at the Ungagged live event in Las Vegas November 2015. This presentation explores domain strategies, scaling an online business, online to offline (O2O) strategies, and much more.
Getting Started with Scripts #HeroConf London 2015Amy Bishop
An introduction to important javascript components, how to implement scripts, compatible integrations, tips, common mistakes, use cases, and free resources!
SearchLeeds 2019 - Bastian Grimm - Peak Ace - Why most SEO audits are sh*tSearchLeeds
To navigate Google’s several hundred ranking factors and signals, SEOs often create staggeringly vast audit recommendations without taking a client’s industry, available resources and current circumstances into account. This can have a serious negative effect on revenue streams and ROI. Bastian Grimm's SearchLeeds talk explained how to intelligently prioritise these measures according to impact. He shared his tips, tricks and best practices
based on over 200 audits that his team implemented over the past 3 years, broken down by industry/vertical. No more trial and error – here’s how to apply an SEO strategy that’s effective, efficient and truly tailored to your needs.
Better conversion with Intelligent AnalyticsTim Stewart
As presented at #BrightonSEO and #SearchElite Manchester September 2017
Uploaded version is the longer deck as used for #SASCon 2017 - examples and use cases for Google Analytics features and tools to make more from the data you can collect.
Best Top SEO Tools, SEO Process & SEO ReportsAK DigiHub
SEO – SEO stands for Search Engine Optimization. SEO is the complete process of enhancing the quality and quantity of the website traffic and increasing the visibility of the web page. It’s trusted and tried the technique for ranking your website and getting optimized your content for SEO. There are so many tools that are used for SEO out there but here we have listed some best tools for SEO.
Ungagged Vegas November 2015 Presentation - Scaling UpRoland Frasier
Scaling up. How to scale a business from my day 3 presentation at the Ungagged live event in Las Vegas November 2015. This presentation explores domain strategies, scaling an online business, online to offline (O2O) strategies, and much more.
This is an example of an Internet Marketing Analysis Report for a b2b Financial Planning Company’s Website… The SEM Evaluation is based on meeting standard core requirements for ranking well with Google, BING, & Yahoo Serach Results. We are looking at the most basic structures of your website, and determining if they’ve met the minimum standards or not for high ranking performance. Missing out on the basics of SEO can mean catastrophic results for your ranking and driving traffic.
Aleyda Solis - Conquering International Search Markets: The key ingredients f...Marketing Festival
Expanding and growing your web search presence abroad can be tough, especially if you're starting from scratch in competitive countries and industries. You now have something less to worry about though: Aleyda will share insights, actionable tips and steps to follow to maximize your chances of success learned by doing international SEO to hundreds of sites across the globe for multinational to local startups in Europe, USA and Latin America.
5 tips to improve ecommerce site search and increase conversionsDavidAltmen
Your ecommerce site’s search function is one of the most important tools you have for increasing conversions and sales. However, if it’s not effective, it can actually do more harm than good. So make sure you take the time to test and tweak your search function until it’s as effective as possible.
Getting Leads with Search Engine Optimization (SEO)ER Marketing
This presentation was given at the 2014 Remodeling Show and Deck Expo by ER Marketing co-founder and partner, Elton Mayfield. This was designed as an overview for the professional contractor audience to understand why optimizing their website in order to be found by potential customers is a very good idea.
Are you still only crediting the last click when you measure your marketing success? We hate to break it to you, but last click attribution is dying and no longer valid today. Modern analytics platforms allow you to go beyond last click and see all the interactions a user makes with your brand before the conversion. We all know different PPC clicks -- from display network placements to head term searches -- can have a tremendous upper-funnel impact. We'll help you choose some models for assessing the full funnel value of the your paid campaigns and give you tips on implementing them!
In the presentation, experts from Portent, Inc and Hanapin Marketing discuss PPC attribution.
You'll get expert-level PPC tips like:
*Defining the last click problem and why you need to move beyond it
*Choosing an attribution model and the pros and cons of each
*Testing bid and campaign changes for incremental gains under your model
How a year of SEO split testing changed how I thought SEO workedDominic Woodman
I spent a year running all the split tests from DistilledODN, a split testing platform. Here's how an entire year of testing changed how I thought and worked.
Time is money - how much of both are you wasting while managing your PPC account?
WordStream has mastered a PPC management strategy that can optimize your paid search campaigns for increased ROI in just 20 minutes each week!
Tune in to hear our Google AdWords experts explain how you can make a huge difference in a small amount of time.
Join our free webinar to learn:
- A proven weekly routine to help you achieve better PPC results
- How much time you should be dedicating to each task
- How our helpful tools can reduce the time you spend on account maintenance
ROI Rage: Tying KPIs to Marketing Strategy and TacticsIan Lurie
That's a question that makes me grind my teeth to nubs. But even I have managed to contain the craziness. How? By learning to tie key performance indicators directly to behaviors, instead of clicks. Do that and you can track the ROI of content, social campaigns and lots of other stuff. Read this presentation to learn how to do it, and to get links to the reports that drive it.
Presented at MarketingProfs B2B, 2015
Investing in Amazon’s Enhanced Brand ContentTinuiti
EBC enables Brand Owner sellers to modify the product description field of their branded ASINs to tell a unique brand story, enhance product images & text placements. According to Amazon, adding EBC to your product detail pages may also result in higher conversion rates, increased traffic, and increased sales when used effectively.
There’s a lot to learn about EBC, therefore we’re bringing in experts from CPC Strategy & Skubana to discuss ways in which Amazon sellers can maximize the return of their Enhanced Brand Content.
From Market to Insights to Strategy. How SEO & Content Really Impact Business...Björn Darko
Looking at Keywords does help SEOs & Content Marketers to figure out how to target a user to a landing page and defines how to create content for it. But using Keyword Data to define an entire market incl. insights Market Trends, Market Demand Structure & Share of Voice is very rare. This will also lead decision makers beyond SEO & Content Marketing to greater business decisions and applications.
In this talk I am going to show you how a „Market Insights Report“ can define your entire market & industry like you never have seen before. I am going to show you, how to get meaningful Insights out of it which lets you create impactful strategies who really impact your business.
Using Alpha / Beta … Build-out
campaigns by geo, day parting,
product, budgets, profit margins and
more. Bottom line is “workflow
efficiency”. Do you have the
manpower or not?!
Restructure your account… split,
merge, skag, skam, but do it all with
purpose and attention to detail.
PPC is an art and a skill worth
mastering!
On Friday, August 24th, Amy Bishop presented at the 4th Annual Utah Digital Marketing Collective Conference:
Recap and video of this presentation will be located here, along with all of the other presenters. http://www.utahdmc.org/dmc-2018
Amy has built and implemented multichannel digital strategies for a variety of companies spanning several industry verticals from start-ups and small businesses to Fortune 500 and global organizations. Her expertise includes e-commerce, lead generation, and localized site-to-store strategies. Amy recently launched Cultivative, a performance marketing agency.
Session Description
Join this session to learn how to put Excel to good use. We aren't just talking about useful formulas - we will be using formulas and other Excel features to create our own tools. We’ll build tools to optimize campaign results, identify opportunity areas, and improve reporting. Leaving this session, you’ll not only have a new set of tools at your disposal but you’ll be empowered to iterate and create new tools of your own!
This is an example of an Internet Marketing Analysis Report for a b2b Financial Planning Company’s Website… The SEM Evaluation is based on meeting standard core requirements for ranking well with Google, BING, & Yahoo Serach Results. We are looking at the most basic structures of your website, and determining if they’ve met the minimum standards or not for high ranking performance. Missing out on the basics of SEO can mean catastrophic results for your ranking and driving traffic.
Aleyda Solis - Conquering International Search Markets: The key ingredients f...Marketing Festival
Expanding and growing your web search presence abroad can be tough, especially if you're starting from scratch in competitive countries and industries. You now have something less to worry about though: Aleyda will share insights, actionable tips and steps to follow to maximize your chances of success learned by doing international SEO to hundreds of sites across the globe for multinational to local startups in Europe, USA and Latin America.
5 tips to improve ecommerce site search and increase conversionsDavidAltmen
Your ecommerce site’s search function is one of the most important tools you have for increasing conversions and sales. However, if it’s not effective, it can actually do more harm than good. So make sure you take the time to test and tweak your search function until it’s as effective as possible.
Getting Leads with Search Engine Optimization (SEO)ER Marketing
This presentation was given at the 2014 Remodeling Show and Deck Expo by ER Marketing co-founder and partner, Elton Mayfield. This was designed as an overview for the professional contractor audience to understand why optimizing their website in order to be found by potential customers is a very good idea.
Are you still only crediting the last click when you measure your marketing success? We hate to break it to you, but last click attribution is dying and no longer valid today. Modern analytics platforms allow you to go beyond last click and see all the interactions a user makes with your brand before the conversion. We all know different PPC clicks -- from display network placements to head term searches -- can have a tremendous upper-funnel impact. We'll help you choose some models for assessing the full funnel value of the your paid campaigns and give you tips on implementing them!
In the presentation, experts from Portent, Inc and Hanapin Marketing discuss PPC attribution.
You'll get expert-level PPC tips like:
*Defining the last click problem and why you need to move beyond it
*Choosing an attribution model and the pros and cons of each
*Testing bid and campaign changes for incremental gains under your model
How a year of SEO split testing changed how I thought SEO workedDominic Woodman
I spent a year running all the split tests from DistilledODN, a split testing platform. Here's how an entire year of testing changed how I thought and worked.
Time is money - how much of both are you wasting while managing your PPC account?
WordStream has mastered a PPC management strategy that can optimize your paid search campaigns for increased ROI in just 20 minutes each week!
Tune in to hear our Google AdWords experts explain how you can make a huge difference in a small amount of time.
Join our free webinar to learn:
- A proven weekly routine to help you achieve better PPC results
- How much time you should be dedicating to each task
- How our helpful tools can reduce the time you spend on account maintenance
ROI Rage: Tying KPIs to Marketing Strategy and TacticsIan Lurie
That's a question that makes me grind my teeth to nubs. But even I have managed to contain the craziness. How? By learning to tie key performance indicators directly to behaviors, instead of clicks. Do that and you can track the ROI of content, social campaigns and lots of other stuff. Read this presentation to learn how to do it, and to get links to the reports that drive it.
Presented at MarketingProfs B2B, 2015
Investing in Amazon’s Enhanced Brand ContentTinuiti
EBC enables Brand Owner sellers to modify the product description field of their branded ASINs to tell a unique brand story, enhance product images & text placements. According to Amazon, adding EBC to your product detail pages may also result in higher conversion rates, increased traffic, and increased sales when used effectively.
There’s a lot to learn about EBC, therefore we’re bringing in experts from CPC Strategy & Skubana to discuss ways in which Amazon sellers can maximize the return of their Enhanced Brand Content.
From Market to Insights to Strategy. How SEO & Content Really Impact Business...Björn Darko
Looking at Keywords does help SEOs & Content Marketers to figure out how to target a user to a landing page and defines how to create content for it. But using Keyword Data to define an entire market incl. insights Market Trends, Market Demand Structure & Share of Voice is very rare. This will also lead decision makers beyond SEO & Content Marketing to greater business decisions and applications.
In this talk I am going to show you how a „Market Insights Report“ can define your entire market & industry like you never have seen before. I am going to show you, how to get meaningful Insights out of it which lets you create impactful strategies who really impact your business.
Using Alpha / Beta … Build-out
campaigns by geo, day parting,
product, budgets, profit margins and
more. Bottom line is “workflow
efficiency”. Do you have the
manpower or not?!
Restructure your account… split,
merge, skag, skam, but do it all with
purpose and attention to detail.
PPC is an art and a skill worth
mastering!
On Friday, August 24th, Amy Bishop presented at the 4th Annual Utah Digital Marketing Collective Conference:
Recap and video of this presentation will be located here, along with all of the other presenters. http://www.utahdmc.org/dmc-2018
Amy has built and implemented multichannel digital strategies for a variety of companies spanning several industry verticals from start-ups and small businesses to Fortune 500 and global organizations. Her expertise includes e-commerce, lead generation, and localized site-to-store strategies. Amy recently launched Cultivative, a performance marketing agency.
Session Description
Join this session to learn how to put Excel to good use. We aren't just talking about useful formulas - we will be using formulas and other Excel features to create our own tools. We’ll build tools to optimize campaign results, identify opportunity areas, and improve reporting. Leaving this session, you’ll not only have a new set of tools at your disposal but you’ll be empowered to iterate and create new tools of your own!
How To Use Excel To Unlock AdWords Secretsbrainlabs
Discover how to create campaigns, formulate budgets, model bid adjustments, and track competitors - all with the wonders of Excel!
This talk was originally given at HeroConf London 2015.
How To Use Excel To Unlock AdWords Secretsbrainlabs
Discover how to create campaigns, formulate budgets, model bid adjustments, and track competitors - all with the power of Excel!
This talk was originally given at HeroConf 2015.
Bing Ads' Eric Couch dives in to beginning and advanced Excel tips and tricks for PPC marketers- including data analysis tips, Excel formulas, and incredibly handy plugins.
3 Excel Tools That Help You Perform a What-If AnalysisHanapin Marketing
In this presentation, Hanapin experts will offer up tools and functions that can make your job easier and more efficient. The presenters show how different variables will impact your outcome and the tools you should be using to help you perform your analysis’.
This presentation will provide an actionable plan for setting the foundation of SEO best practices. We’ll walk through the steps critical to keyword research and site mapping.
Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017Hanapin Marketing
[Fix These 5 Common Excel Issues To Achieve Pro Status]
Excel, while a fabulous tool for PPC, is not without its occasional hang-ups – as PPC thought-leaders, who would we be if we didn’t address them? In this live webinar, Account Analyst Rachael Law will ease your mind with solutions to all the common Excel issues, so that you too can be a pro.
[Excel Your Search Query Reports With These Must-Have Tips]
Search query reports are a fact of life in paid search. No matter how great your keywords are, there will always be queries that, for better or worse, don’t quite match your target. Although it’s a crucial part of account success, the web interfaces leave much to be desired. Choosing queries one by one and setting them as negative or adding them as keywords is inefficient and leaves you with a poor view of the situation. Join Hanapin’s Account Manager Alaina Thompson as she teaches you techniques to not only save time, but get more out of your SQRs in the process.
[Discover More Accurate Projections With Excel Data Tables]
We’ve all been in a situation where we needed to see the results of an equation based on a range of values. Maybe it was “what if we spent X amount or Y amount” or “what are the potential impacts of another ad test?” However, calculating by hand is slow and cumbersome. Thankfully, data tables allow you to quickly compare values and run calculations multiple times. In this live webinar, Senior Account Analyst Jacob Fairclough will teach you how data tables can save you time and sanity when making projections.
State of Search 2017 - Cross Channel Marketing by John Leo WeberJohn Leo Weber
Slide show presentation from State of Search Conference in Dallas Texas. In this presentation I discussed how I reorganized our digital marketing agency into a cross channel agency where the SEO and PPC teams could work together. I also shared some tips and tricks for creating profitable cross channel marketing campaigns.
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: PPC Hacks, Tips, & Tricks - How To Optimize Your Time. PRESENTATION: 10 PPC Hacks, Tips and Tricks to Optimize Your Time - Given by Kim Thomas, @PPCkimpossible - Wheelhouse Search, Director of Digital Advertising. #SMX #24C1
Technical SEO for e-commerce at home and abroad.
Topics include: Infinite scroll, Faceted navigation, Content and Keywords, Handling 'out of stock' products, Seasonal refreshes of content, Product options and Hreflang tags.
SOP Library is a collection of various SOPs (also known as Standing Operating Procedures) that make carrying out digital marketing tasks easier by providing clear instructions.
SOP Library will assist you in executing business procedures consistently and efficiently every time, regardless of who is doing them.
With an SOP library, you may delegate the work to anyone on your team, saving you from having to handle everything yourself. A well-documented SOP library acts as a guide map, guiding you to where you want to go.
The Clickminded SOP library is off-the-street ready, which means anyone with a basic understanding of computers can follow the steps and complete the task.
The Clickminded SOP library details each step you need to follow to complete the activities at hand without any difficulties. To use this SOP or execute any of the activities in this SOP library, you do not need any technical skills. If you have new team members, provide them the SOP library so you can save time onboarding them.
The Clickminded SOP library includes:
SOP Recipes
Analytics & Tracking SOPs
Content Marketing SOPs
Sales Funnel SOPs
Email Marketing SOPs
Operations SOPs
Paid Acquisition SOPs
SEO SOPs
Social Media SOPs
We cover in-depth every digital platform activity you need to perform. Our SOPs also come with professional templates and tools to make everything sorted out for you.
We don't stop there; if you require a new SOP for a similar subject, simply fill out the form on our SOP library page and tell us what SOP you'd like to have added to the library. We'll create the SOP you proposed to us.
We update our SOP library with every update on the platforms you are working on so that you don’t get stuck at any point whatsoever.
SOP library has made our work so much easier. We hope this SOP Library makes things easier and more accessible for you too.
Presentation about SEO for IAB Belgium @Google Offices BXL (intermediate level)
TOC:
- The SEO Pyramid
- Which ranking factors matter
- SEO trends
- SEO Migration
- New sites & SEO
- Social Media & SEO
- International SEO
- Local SEO
- Video & Image SEO
- Keyword Research (finally done right)
- Optimizing your website / writing content
For HeroConf: 4 Search Query Focused Techniques You Must Be Using in Your Sho...Impression
This session will guide you through advanced applications of search query filtering for Shopping campaigns. Discover 4 advanced ways to proactively use search queries to improve your ROI and explore how considering user intent, analysing product performance and utilizing RLSA audience targeting will open up new possibilities for advertisers to use search queries more effectively. You will learn:
The 4 techniques
Real-life examples of how the techniques have individually improved ROI of already successful Shopping campaigns
How to use the hidden AdWords column which matches product ID and search query data
Liam Wade
IMPRESSION DIGITAL
The 10 conversion mistakes companies are making today - iGaming London Affili...Dave Gowans
In an ultra-competitive industry the conversion rate of landing pages is fundamental to success. Many sites are still making mistakes which are destroying their conversion rate. That means they're throwing away customers and wasting ad-spend. Dave Gowans looks at 10 of the biggest mistakes gaming companies are making on their sites and will present simple, practical solutions that you can use to boost your conversion rate.
BrightonSEO Remarketing Strategies for Every Business by Amy BishopAmy Bishop
Learn how to define and map out audiences to match your audience journeys, analyze performance of your audiences, improve conversion rates for each audience and ultimately, drive the most value from your remarketing campaigns!
HeroConf 2019 Using Google Analytics to Supercharge Audience PerformanceAmy Bishop
This presentation outlines the many ways that Google Analytics can be used to: identify prospecting targets, create high-intent audiences, identify audiences with the highest propensity to convert, and improve the conversion rates of those audiences.
(paid search audiences, ppc audiences, remarketing, retargeting)
HeroConf: Taking a Full Funnel Approach to Digital MarketingAmy Bishop
Diving into a market-centric, multi-channel, full funnel approach to digital marketing. Continue the buyer's progression by creating solution-oriented paths delivered through multiple channels in synchrony. Leverage multiple attribution models to track performance and make decisions.
Harnessing Analytics for SEM Automation - SMX Advanced 2016 - Amy BishopAmy Bishop
What PPC practitioners can learn from our marketing automation counterparts. Tips for leveraging principles of leadscoring and workflows to improve ppc campaigns.
Find out how to leverage audiences best. Determine your goals, segment your audiences, determine your channels, align your landing page and ads, and exclude audiences.
The Great Structure Debate - SMX West - Amy BishopAmy Bishop
Amy Bishop's take on PPC account structure. Learn why one-size-doesn't-fit-all and suggestions for strategizing your account structure including data points to review when planning a restructure. Also, see examples of actual businesses and structures before and after!
Hone your remarketing skills by finding the intersection of your goals with your audience's needs/wants, segmenting (and excluding) audiences, and delivering the best experience possible.
SMX East 2015 Winning at Mobile - Amy BishopAmy Bishop
This presentation focuses on mobile marketing strategies as they pertain to geofencing, geoconquesting, geographies that indicate interest; opportunities to layer audiences and personas; and considerations/tracking/messaging for optimal execution.
HeroConf 2015: Leveraging Geography for PPC SuccessAmy Bishop
Last week, I had the opportunity to speak about optimizing for geography at HeroConf. Unfortunately, when we take over accounts, we generally see that geography was set up at campaign launch, never to be changed again. This was the premise for my session. There are many efficiencies to be gained by fluidly monitoring and optimizing to geographic data. The engines have even set the precedent by creating geographic bid modifiers but modifiers are still somewhat shallow in terms of the optimizations that are possible. Take a look at this deck to learn more about analyses and optimizations that you can make within your accounts.
For more insight, I've detailed the analyses and optimizations on the Clix blog: http://wp.me/p4WzE-1iV
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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Quick About Me
• Director at Clix Marketing
• 7 Years in the Industry
• Love cat memes. Okay, any
memes.
• Tweet at me: @hoffman8
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Keyword Health Dashboard
Simple CountIF formula
=CountIF(Data!P2:P69,”<5”)
Translation=CountIF(Column Containing QS, If Less than 5)
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Keyword Health Dashboard
Simple CountIF formula
=COUNTIF(Data!N2:N69,">4")
Translation=CountIF(Column Containing Position, If Greater than 4)
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Keyword Health Dashboard
Simple SUMIF Function
=SUMIF(Data!L2:L69,0,Data!K2:K69)
Translation: SUMIF(Check Conversion Column, If Cell Contains 0, Sum Cost)
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Keyword Health Dashboard
COUNTIF Function
=COUNTIF(Data!L2:L69,0)
Translation: COUNTIF(Conversion Column, If Cell Contains 0)
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Keyword Health Dashboard
COUNTIF Function
=COUNTIF(Data!J2:J69,"<"&J3)
Translation: COUNTIF(CTR Column, If Cell Is Less Than The AVG CTR Cell)
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Keyword Health Dashboard
COUNTIF Function
=COUNTIF(Data!M2:M69,">"&N3)
Translation: COUNTIF(CPA Column, If Cell Is Greater Than The AVG CPA Cell)
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Pull Pivot Tables Into The
Dashboard
Note – I used a cell reference so that when the pivot tables
update, the dashboard automatically updates.
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Rinse & Reuse
Simply drop new keyword
sheets into the data tab and
refresh the pivots.
The dashboard will update!
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Conditional Statements For
Search Term Reports
Imagine you have thousands of search queries to sort through.
PRO: Lots of Data!
Con: Can become really tedious and time consuming.
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Conditional Statements For
Search Term Reports
We can use a simple if statement to see if a term is contained
within column A. If so, it will return the word “yes”. If not, “no”.
=IF(ISNUMBER(SEARCH("BSN",A2)),"yes","no")
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Conditional Statements For
Search Term Reports
Column F & G contain an And statement to check if both words
are present
=IF(AND(ISNUMBER(SEARCH("bsn",A2)),ISNUM
BER(SEARCH("accelerated",A2))),"yes","no")
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Pull Out Negatives & Keywords
If the query doesn’t contain any of the qualifiers, add it to the
potential negative list. If it matches a qualifier, do nothing.
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Quickly Sort Suggested
Negatives vs. Keywords
Bonus: You Can Even Create a Second Tab To Group Suggested
Keywords Into Ad Groups!
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URL Builder
Build custom URL parameters at the ad or keyword level
Great for channels like Gemini that don’t have a separate
tracking template.
Can also be used to build tracking templates
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Creating a URL Builder
Populate Variables Scrub The Variables
Build Formula Finalize the URL
Create a Section to populate
variables: Campaign, ad group,
URL, Source, Medium
Create fields to remove spaces
from variables.
Build a formula to combine
variables and parameters
Putting it To Use!
Putting Together a URL Builder
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Creating a URL Builder
Populate Variables Scrub The Variables
Build Formula Finalize the URL
Create a Section to populate
variables: Campaign, ad group,
URL, Source, Medium
Create fields to remove spaces
and hyphens from variables.
Build a formula to combine
variables and parameters
Create a field to attach the
parameters to the URL
Putting Together a URL Builder
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Creating a URL Builder
Populate the Variables
Copy and Paste Columns A, B, C from your ad upload sheet.
Fill in Columns D&E accordingly.
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Creating a URL Builder
Populate the Variables
Copy and Paste Columns A, B, C from your ad upload sheet.
Fill in Columns D&E accordingly.
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Creating a URL Builder
Populate Variables Scrub The Variables
Build Formula Finalize the URL
Create a Section to populate
variables: Campaign, ad group,
URL, Source, Medium
Create fields to remove spaces
from variables.
Build a formula to combine
variables and parameters
Putting it to use!
Putting Together a URL Builder
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Creating a URL Builder
Scrub the Variables
Using a Simple Substitute Function, We Tell Excel To Replace All
Spaces In the Campaign & Ad Group Names with Plus Signs.
=Substitute(A2,” “,”+”)
=Substitute(Cell Reference, Old Value, New Value)
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Creating a URL Builder
Scrub the Variables
Campaign and Ad Group Names Are Ready to Be Injected
Into URLs.
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Creating a URL Builder
Populate Variables Scrub The Variables
Build Formula Finalize the URL
Create a Section to populate
variables: Campaign, ad group,
URL, Source, Medium
Create fields to remove spaces
and hyphens from variables.
Build a formula to combine
variables and parameters
Putting it to use!
Putting Together a URL Builder
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Creating a URL Builder
Build the Formula
Consider all of the parameters that need to be built. For the
purposes of this example, we have these:
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Creating a URL Builder
Build the Formula
So We’ll Use a Fairly Simple, Albeit a Little Long, Concatenate
Formula to Pull it All Together.
=CONCATENATE(C2,"?
utm_source=",D2,"&utm_medium=",E2,"&utm_campaign=",G2,
"&v=",D2,"&cam=",G2,"&ag=",H2,"&st={keyword}&adposition=
{adposition}")
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Creating a URL Builder
Build the Formula
So We’ll Use a Fairly Simple, Albeit a Little Long, Concatenate
Formula to Pull it All Together.
=CONCATENATE(C2,"?
utm_source=",D2,"&utm_medium=",E2,"&utm_campaign=",G2,
"&v=",D2,"&cam=",G2,"&ag=",H2,"&st={keyword}&adposition=
{adposition}")
Final URL Source Medium
Scrubbed Campaign Scrubbed Ad Group
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Creating a URL Builder
Populate Variables Scrub The Variables
Build Formula Finalize the URL
Create a Section to populate
variables: Campaign, ad group,
URL, Source, Medium
Create fields to remove spaces
and hyphens from variables.
Build a formula to combine
variables and parameters
Putting it To Use!
Putting Together a URL Builder
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Creating a URL Builder
Putting it to Use!
Simply Take Your Formula Column and Paste It Into Your Ad Upload
Sheet!
Notes:
1.Make sure to never use the sort function in this spreadsheet, so that
you don’t disrupt the order of the URLs.
2.Make Sure To Paste Special, Values
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Excel Solver: Optimal Budgets
We have a total budget of $1.6mil but need to figure out
how allocate that to drive the most profit.
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Excel Solver: Optimal Budgets
Go to the File Tab,
click “Options” from
the left-hand menu.
Click Add-Ins from
the Pop-Up
Window.
Select “Solver Add-
In” and click “Go”
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Excel Solver: Optimal Budgets
In Order For Solver to Work, We Need to Set Some Parameters
Our objective is to
maximize total profit by
changing the budget
variables.
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Excel Solver: Optimal Budgets
In Order For Solver to Work, We Need to Set Some Parameters
The constraints are that the
total budget must equal
$1,600,000 and each
quarter must bring in
$150,000 in profit or more.
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Excel Solver: Optimal CPA
At some point, capping CPA
also caps volume.
If CPA increases could also
lead to volume increases, use
Excel Solver to determine the
CPA to bring in max profit.
After:
Before:
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Power Maps
Step 1: Add Geographic Data & Format as an Excel table
Tip: I added a “value” column based upon the lead value
and volume minus cost.
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Your Challenge:
Think of ways that you can build tools to
streamline common analyses, reports and
tasks.
Think of common, recurring actions that you
can automate.
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How-To’s &
Resources
• Handy Excel Formulas & Features That You Should
Know (shortcuts, concatenate, vlookup, substitute, text-to-
columns, character counts, conditional formatting and
character counts)
• Using IF Formulas
• CountIf Formula
• Creating Conditional Logic
• How to Run a Macro
• Pivot Tables!
• The Subtotal Function
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Learning &
Resources
• Excel Blog
• YouTube: Excel is Fun
• YouTube: Excel TV
• AimClear: Deep in The Sheets
• 50 (mostly) Free Excel Add-Ins
• More Excel Add-Ins
• 5 Blog Posts to Expand Your Excel Expertise
• Free Power BI Trial
• Tweet Frances @FrancesDR for access to the
Power BI Bing Add-In in Pilot