Digital Dealer 18: An Intro to Paid Search & Managing an Agency Relationship
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In this session you'll walk away with a solid understanding of the basics of paid search and how to tell if your search agency is taking you for a ride. I'll cover the 10 common mistakes and pitfalls I see when auditing accounts. Then I'll finish up with the relationship between you and your agency. What you should expect from someone managing your campaigns and I'll give you a series of questions that you should be discussing on a regular basis to make sure you're not getting take for a ride.
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Digital Dealer 18: An Intro to Paid Search & Managing an Agency Relationship
- 1. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Tips for managing paid search: how to tell if your agency is taking you for a ride •CHRISTI OLSON Christi Olson | Point It | Director of Search Marketing | christio@pointit.com @ChristiJOlson
- 2. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 WHAT I DO FOR FUN…FAMILY…WORK… a little bit about me… 10+ years experience managed $100M+/year Worlds... • Best Husband • Cutest Pug • Largest Mini-Schnauzer Crossfit Run crazy distances • (5k’s – 50 Miles)
- 3. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Fundamentals of Search 10 pitfalls uncovered in an audit Is your agency taking you for a ride?
- 4. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 SEM isn’t sexy….
- 5. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 it’s not shiny and new… PPC ads aren’t the sexiest looking ads
- 6. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 It’s full on nerdy, but… what’s behind the basic ad is so much more… • targeting • layering tactics & strategies
- 7. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 5.1 billion monthly mobile searches and that is sexy! …what it is: 17 billion monthly desktop searches* that is a lot of customers searching for your products *comScore February 2015
- 8. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Lets start at the beginning, and build a solid foundation… then we can move to the fun stuff.
- 9. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 What’s in a SERP (search engine results page) Paid Search OrganicSearch PaidSearch Main Line Search Results Right Rail Search Results
- 10. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 60 - 80% clicks happen on 1st page of the SRP 30-50% Paid 50-70% Organic http://bit.ly.ctrstudy2014
- 11. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 no bull…. The basics are what trip up even the most advanced professionals
- 12. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Before you start identify your goals. Account and campaigns should be aligned to your KPIs and goals.
- 13. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 What action do you want the consumer to take?
- 14. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 • Get information about specials / deals / offers • Get directions to your dealership • Get financing information • Contact you directly • Buy a Car
- 15. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Set-up your hierarchy to align with your goals
- 16. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 building your search foundation Account Campaign Ad Group Keywords Bid Landing Page Ads Ad Copy Landing Page google - bing budget & targeting settings groups of similar keywords what is being searched What consumers see on the SRP targeting targeting
- 17. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 why the foundation is important Account Campaign Ad Group Keywords Bid Landing Page Ads Ad Copy Landing Page Structure (Account Hierarchy) o Is your dealership local, regional or national? o One location – Use campaign settings for targeting o Regional – Use campaigns to geo-target each individual location o National – Depending on the #, use either Accounts or Campaigns to target each location o Does your dealership sell multiple Brands of vehicles? o Single to Few Makes of Auto: o Use Campaigns for Make & Models o Use Ad Groups for each Modifier sub-set o Many Brands of Autos: o If budget is controlled at the Make, use individual accounts o If budget isn’t a concern, use Make+Model combined at the Campaign
- 18. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Within your account structure create unique campaigns specifically for Brand (Dealership & Manufacturer)
- 19. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 why the foundation is important Account Campaign Ad Group Keywords Bid Landing Page Ads Ad Copy Landing Page Structure Ad Groups o Ad Groups should contain “like” terms and phrases o Best Practices: o Keep Ad Groups to <=50 keywords o Have keywords across match types o Use negative keywords to force match ad copy & content
- 20. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 how to choose the right keywords • Start by brainstorming relevant keywords for products & services • Review search term details (aka search query reports - SQR’s) frequently CORE IDEA • Tighter keyword organization = higher keyword relevancy Keyword Organization • Higher Quality Score • Increased Relevancy • Lower CPCs • Higher Ad Rank
- 21. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 keyword match types default match type adds additional level of control includes close variations & plurals prevent ads from showing match type special symbol example keyword ads may show on searches that… example searches broad none ford f150 include misspellings, synonyms, related searches, and other relevant variations used f150 ford pickup modified broad +keyword +ford +f150 contains the modified term (or close variants, but not synonyms), in any order ford f 150 phrase “keyword” “ford f150” appear together as a phrase, work order matters, and close variations of the phrase preowned ford f150 exact [keyword] [ford f150] are an exact term and close variation of that exact term ford f150 fjord f150 negative -keyword -preowned are searches without the term new ford pickups used ford pickups
- 22. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 what are “stop words” ? 2 • Look at your Search Query Reports to see if there are queries with “Stop Words”. • Add those queries as unique keywords
- 23. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 ring fencing with negative keywords -preowned -used -2013 -2012 -2011 - … “ford focus” ford focus 2015 ford focus ford focus financing ford focus vs impreza 2016 ford focus Keyword NegativesSearch Queries
- 24. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 why the foundation is important Account Campaign Ad Group Keywords Bid Landing Page Ads Ad Copy Landing Page Structure: Ad Copy & Landing Pages o Keep Ad Copy and Landing Pages relevant to the keywords. o Don’t drive all traffic to the homepage. Drive the traffic to the most relevant page based on the keyword. o Use the Keyword in the Title or Description Line 1 o Find ways to differentiate from other dealerships. Be different from your competition. If all ads look the same why should a user clicks on yours?
- 25. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Do your ads stand out OR do they all look the same?
- 26. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 an example of what the architecture could be: Google AdWords Brand Dealership Name +Lithia Motors +Lithia +Lithia +Medford Dealership Name [Exact] [Lithia] [Lithia Motors] -”mobile home” -”lithia florida” -florida Make Honda Make [Exact] [honda] -motorcycle -financial -marine -parts Make/Model Honda Civic Model honda civic “honda civic” -accord -parts -repair -”sell my” Model [Exact] [honda civic] [civic] -new -preowned -used New Model “new honda civic” “new civic si” -preowned -used -2013 Pre-Owned Model preowned honda civic” “preowned civic” -new -2015 Year Model 2015 honda civic 2014 honda civic 2013 honda civic 2012 honda civic … Make/Model … Make/Model … Ads Landing Page Lithia Motors [City Name] Your Trusted Hometown Dealer. Great Service & Selection. Lowest Prices. Lithia Honda in Medford April Honda Civic Sales Event! Great Deals on 2015 Honda Civics. Ends 4/22! Build Your Honda See Current Offers 0% APR Financing Certified Preowned Dealership Homepage Honda Civic Cat Page Lithia Honda Homepage 2016 Civic Cat Page PreOwned Civic Page … …
- 27. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Yes! We get the basics… but why does it matter?
- 28. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Fundamentals of Search 10 pitfalls uncovered in an audit What you should get from an agency
- 29. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 In 3 out of 5 audits I find issues with the basics elements of paid search.
- 30. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18
- 31. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 1) Inconsistency with Campaign Settings Campaigns are haphazardly set across the account. Theory: Instead of creating new campaigns, old ones were copied and pasted, but the settings weren’t updated.
- 32. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 1b) Not Following Best Practices Campaign Settings Issues: a) Network Settings – Targeting Search & Display together • Best Practice: Break apart Search & Display! b) Search Campaign Features – “Search Network – All Features” • Missing opportunities if you are not targeting all features c) Not evaluating if Google Search Partners works for you.
- 33. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 2) Location Targeting Geo-Targeting settings for the Entire US Recommended Settings for Location Targeting: • Include: "People in my targeted location" • Exclude: "People in my excluded location" … but your business has set physical locations Recommended strategy: Target geo’s where you business is located
- 34. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 3) Language Targeting What happens when you target English only? A user with Spanish as their default browser language searches for: “Ford F150 Leasing Incentives” The user person wouldn’t see your ad, even though they searched in English. It’s based off of their default language settings (not the language your keyword and ad copy is written in.)
- 35. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 3) Language Targeting Issue: In the US Targeting only English language Why? Search Engines use computer & browser language settings to determine language 20-30% of the US population speak a 2nd language at home
- 36. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 4) Delivery Method • If there are limited budgets, recommend setting to “Set to Standard – Show Evenly Over Time” • This will reduce how many impressions you are eligible for and will have your budget last through the day. Daily Budget $1000, CTR 10% , CPC $1 Eligible for 10,000 Impressions per day ~417 impressions each hour for 24 hours
- 37. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 4) Delivery Method • If there are limited budgets, recommend setting to “Set to Standard – Show Evenly Over Time” Google takes your budget, and estimates based on your CTR how many impressions you should get each hour With accelerated, you get more impressions, but you can run out of budget during the day. Recommendation: Accelerated + day parting Increased impressions during the hours you convert
- 38. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 5) Mobile Bid Modifier either 0% or -100% ~30% of searches are done on a mobile device • If you don’t have a mobile optimized site, move to -100% • If you have a mobile optimized site, target somewhere between -20% and -80% • Look at mobile device performance and adjust the bids!
- 39. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 6) Ad Copy: # of Ads • # Active Ads: Minimum of 2, Maximum of 4-6 • If you are using dynamic ad copy or ad customizers always have a standard default ad
- 40. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 6) Ad Copy: Ad Rotation Settings Scenario: You ran an ad copy test, found a winner. Paused the “losing” ad copy…. BUT you forgot to update the ad rotation settings. • Ad Rotation: • Rotate Evenly • Optimize to Clicks • Optimize to Conversions Use when testing Then optimize against your KPIs
- 41. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 7) Ad Copy is missing Ad Extensions • Ad Extensions can boost CTR between 5%-50% • Utilize the extra ad space to own the SERP! • Seller Rating Review Callout Social Annotation Sitelinks Location Bing RAIS Google “Mega” Ad Mobile Click-to-Call
- 42. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 7) Ad Extensions Cheat Sheet bit.ly/PI-adextensions
- 43. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 8) Issues with Keywords • Too Many Keywords per Ad Group • More than 50 keywords • Too Few Keywords per Ad Group • # of Ad Groups with 2 or fewer keywords
- 44. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 8) Issues with Keywords Lack of diversity in keyword match types. • Want a mix of Broad, Phrase & Exact Broad Phrase Exact
- 45. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 8) Issues with Negative Keywords • Negative Keywords Blocking Actual Keywords • Shared Library: Negative Keyword List • Issue: Implemented once and then forgotten
- 46. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 8) Issues with Negative Keywords • Search Query Reports haven’t been mined for negative (or regular) keywords. • Not having a negative keyword strategy:
- 47. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 9) Remarketing If you have 100 visitors to your site and 3 convert…97 didn’t. It’s easier to get 1 more of those 97 to convert than it is find 33 more potentially qualified customers. -Katy Tonkin (@katytonkin) doing amazing math!
- 48. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 9) Issues with Remarketing • Remarketing lists not created • Lists are created but not gathering cookies • Remarketing Lists for Search are not activated
- 49. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 10) Google Display Network • Wasting ad spend on mobile app advertising! • Exclude “adsenseformobileapps.com” • Not diving into your display placements to monitor what is performing and what is not • Go beyond the site, and look at specific placements on each site.
- 50. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Fundamentals of Search 10 pitfalls uncovered in an audit What you should get from an agency
- 51. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 How to tell if you’re getting taken for a ride..
- 52. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 First and Foremost: Share knowledge and insights. You know your business better than most agencies ever will.
- 53. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Understand what you are signing up for when you sign an agency contract.
- 54. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 what type of service do you get from an agency? “Click / Starter” Package “Small Business” Package Full Service
- 55. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 how agencies typically structure fee’s Set Monthly Fee % of Media Spend Some combination of both
- 56. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 how agencies typically structure fee’s If you are pure % of ad spend basis: Think about how you can add in performance incentives The concern: You ask me to spend more, but doesn’t that just mean I give you more $$ For example: If you drive X conversions/sales, we’ll pay an extra n% or $n
- 57. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 I’m going to let you in on a little secret.
- 58. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 How do agencies determine how much time to spend on an account? Billable rates can range from: $50 - $100 / hour Agency Fee = $1K/month 10 – 20 hours of work What you also get is: • Knowledge & insights from managing across clients • Multiple people working on your account • Access to tools & betas
- 59. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 When a “Corporation” sponsors an agency… • Sometimes an auto manufacturer will have an agency relationship It might mean that for a discounted fee they dictate: • Keywords • Ad Copy • Promotional Materials • Reach / Targeting What you get? • Discounts on PPC services, but many times it’s templatized
- 60. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 So.. What should you be getting from an agency?
- 61. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 As the agency to use your AdWords Account. (They can add it to their agency managed MCC.) Then you “OWN” your data and performance information. It’s not proprietary, it’s not theirs. It is yours! If you choose to move to a new agency, you take it all with you. You should get access to your data
- 62. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 If the agency won’t give you access… ask for “Reporting Level Access”
- 63. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Do you have a contact you can talk to or email?
- 64. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 • Regular reporting that shows performance metrics Evaluate what you are getting for your $$
- 65. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 “I should get more than just a monthly report?”
- 66. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 What you should be getting from your agency • Recommendations and Performance Review • Regular Reporting Overall Performance Campaign / Ad Group Performance Top Keywords • Initiatives / Expansions / Testing • 30/60/90 days roadmap
- 67. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18
- 68. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 what should you be discussing with an agency? • Performance • What is working and what is not • Changes to goals, optimization targets and initiatives • Changes to budget • Promotions and Inventory Changes • Sales for specific inventory • Updates on Used/Pre-Owned inventory • Offers / Deals • New Incentive Programs coming
- 69. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 If you aren’t sure what your agency is doing… ask them Ask Questions: • What is the roadmap for the next 30/60/90 days? • What are you testing? • Are there more opportunities to increase conversions? • Ask for a quarterly, bi-annual or annual review!
- 70. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 THANK YOU ANY QUESTIONS?
- 71. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Were you looking for something to help automate PPC management? Automate with AdWords Scripts <this is advanced> This video is a demo from @SiliconVallaeys of Optymzr.com using scripts to automate PPC campaigns based on an XLS Spreadsheet https://www.youtube.com/watch?v=9-zEeY9IeLI With this you could…. • Create an inventory list of preowned vehicles and automate PPC campaigns to help sell the inventory!
- 72. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 engage in the PPC community on Twitter! #ppcchat Hundreds of PPC Professionals on Twitter! • Ask questions • Get insights • Learn more about PPC
- 73. Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Christi Olson | Point It | Director of SEM@ChristiJOlson #DD18 Contact Info Full Name: Company: Job Title : Email: Christi Olson Point It, http://www.pointit.com Director of Search Marketing ChristiO@Pointit.com Share an important takeaway you received from this session using hashtag #DD18 for a chance to win an iPad.