The Day Google AdWords Changed Forever - Friends of SearchWolfgang Digital
In January 2016, Brendan and Ciaran presented their talk, 'The Day Google AdWords Changed Forever' at Friends of Search in Amsterdam. In this talk they present some solutions to some big paid search challenges PPC marketers face including 'The Leaky Bucket' (loss of impression share which stems from not having sufficient budget to cover the market) and 'The Generic Keyword Conundrum' (chasing high volume, but very much top of the funnel keywords).
Wolfgang Essentials 2016 - Essential Adwords UpdatesWolfgang Digital
On June 10th 2016, Wolfgang Digital held their annual marketing event in The Foundry, at Google in Dublin. Rob & Brendan discussed recent Adwords updates during part one of the event. These are his slides.
The Day Google AdWords Changed Forever - Friends of SearchWolfgang Digital
In January 2016, Brendan and Ciaran presented their talk, 'The Day Google AdWords Changed Forever' at Friends of Search in Amsterdam. In this talk they present some solutions to some big paid search challenges PPC marketers face including 'The Leaky Bucket' (loss of impression share which stems from not having sufficient budget to cover the market) and 'The Generic Keyword Conundrum' (chasing high volume, but very much top of the funnel keywords).
Wolfgang Essentials 2016 - Essential Adwords UpdatesWolfgang Digital
On June 10th 2016, Wolfgang Digital held their annual marketing event in The Foundry, at Google in Dublin. Rob & Brendan discussed recent Adwords updates during part one of the event. These are his slides.
Branchout 2017 - Day 2 Session - Ankur PrasadBranch
Amazon Appstore - Driving Growth & Engagement through Triggers and Rewards Programs
By Ankur Prasad, Head of Marketing for Amazon Appstore at Amazon
Join Amazon's Ankur Prasad, Head of Marketing from Amazon Appstore, and learn how their team has successfully driven user growth and engagement through triggers and rewards.
With Nicole Forsgren, VP of Strategy and Research at GitHub
Now more than ever, technology matters. Long before COVID-19 made remote work the norm, digital products were driving value and disruption for organizations. But delivering software safely remained a debate: For years, we thought slow meant more stable code and releases… even though we kept seeing fire drills and suffering through weeks-long releases.
The best, most innovative organizations have realized that it's possible to release code -- in ways that are safer, more stable, and more reliable while providing insights into what users value and need. Nicole Forsgren, author of "Accelerate" and leading software development and DevOps researcher will share insights on what teams can do to improve their software delivery as well as stories from organizations that have seen the benefits of these practices.
Advertising is one of the two most popular monetization methods in mobile apps and games. Yet the field is filled with confusing terms, metrics and acronyms. This talk gives a brief introduction to the industry aimed at independent app/game developers and publishers.
Branchout 2017 - Day 2 Session - Alex AustinBranch
Branch Product Update
By Alex Austin, Co-founder and CEO of Branch
Branch co-founder and CEO Alex Austin takes us on a tour of new and exciting developments at Branch, including cross-platform, cross-channel People-based Mobile Attribution.
MAU Vegas 2016 — Dynamic Ads: An Inside Look at the Impact of Programmatic Cr...Grow.co
Mobile Apps Unlocked Vegas 2016
Main Stage — 9:50am - 10:10am
Programmatic technology has become the de facto method for buying mobile advertising. Yet most marketers continue to use generic, non-personalized ad creative. Take a deep dive into the latest techniques in dynamic creative optimization to learn how app marketers are generating hundreds of unique machine-optimized ad units in real-time, resulting in significant performance gains in mobile user acquisition and re-engagement campaigns.
Dennis Mink, VP Marketing @ Liftoff
Video Priming – How to Give Your Acquisition Campaigns an Unfair AdvantageGrow.co
Mobile Apps Unlocked Vegas 2016
Thursday, May 5
Acquisition Breakout Session — 10:20am - 10:40am
Let’s get down to brass tacks: If you want more users then your acquisition costs will increase. This creates a shift from a low average cost to a potentially high marginal cost. Historically, there’s been no way around it. However, If we start to change our thinking from only focusing on today’s results to thinking about the users of tomorrow, then we can create scale without experiencing the same efficiency tradeoff. Our data has shown us that users exposed to rich, engaging content (such as video) makes them easier to acquire through other sources down the line. In this session, Fetch will share exclusive learnings from our data dashboard, Fetchme, and explain how to use data to prime behaviors in mobile video and TV to drive tomorrow’s users, while also hitting today’s targets.
Tim Villanueva, Head of Media Partnerships @ Fetch
Dan Wilson, Head of Data @ Fetch
On June 10th 2016, we held our annual Wolfgang Essentials event at The Foundry, at Google in Dublin. The last part of the talk consisted of a short series of talks:
Luke: Essential SEO - The Spider Trap
Daniel: Essential SEO - The Native Ad Play
Kevin: Essential SEO - Structured Data
Kenia: Facebook Video VS Youtube
Roisin: The Authentic Advertising Revolution
Anna: The Facebook Audience Triple Play
John: Calculate Your In-store Conversions
Beth: The Web's Most Underrated Conversion Tactic
Alan: SERP Trend
What are three relatively easy things your company could be doing today with the Localytics platform to be more successful? Check out this presentation to find out.
Call Quality & Affiliate Payouts: Improving both for better calls and happier...Invoca
Learn how marketers are rethinking the way they define call quality to drive better calls and build better relationships with their affiliate partners.
Use App Store Optimisation to increase your mobile profitsLeadmill
Why is App Store Optimisation crucial for every business working with App marketing and what are the most crucial keys to higher rankings within Google Play and App Store?
The presentation was created as a part of our key note during App Day 2015
MAU Vegas 2016 — Lessons Learned From A/B Testing Wins and LossesGrow.co
Mobile Apps Unlocked Vegas 2016
Thursday, May 5
Retention Breakout Session — 3:30pm - 3:50pm
By now, we hope you have notepad’s full of ideas and new thoughts. If for some reason you have not hit your new things to try quota, don’t worry, our closing session will take you over the top featuring first-hand learnings from Life360's non-stop product experimentation engine.
Andreas Gross, Founding Team / Product @ Life360
Let’s face it, getting qualified leads these days is tough. Where do you put your money? How do you distinguish the successful campaigns from the money pits?? Where do you draw the line in the sand?
The answer lies in testing! Join us, as Wordstream & KISSmetrics dig into these issues. We will showcase some of the best and worst examples of marketing campaign strategies from the click- and beyond! You'll learn:
- How to A/B test your PPC Ads
- How to prioritize your landing page layout
- Strategies for your pipeline beyond the click
- How to keep the pulse of your marketing funnel for long-term success
For more information on WordStream, visit www.wordstream.com.
Appsfire SDK. The growth engine for your appAppsfire
Appsfire introduces a single and powerful library that will boost your user acquisition growth, engagement, feedbacks, app store merchandising and monetization. Designed with care.
Mobile User Aquisition (Web Summit 2014 presentation)Alkarim Nasser
With over a million apps in the app store - competition amongst mobile publishers are at an all time high. Data-driven mobile marketing is what will separate your marketing efforts from the pact. This presentation will go over tips and tricks to growth hacking success.
Need some tips and tricks on student recruitment strategy and ROI analysis to reach the mobile prospective student? Here is our presentation from the 2015 PSEWEB Conference.
Branchout 2017 - Day 2 Session - Ankur PrasadBranch
Amazon Appstore - Driving Growth & Engagement through Triggers and Rewards Programs
By Ankur Prasad, Head of Marketing for Amazon Appstore at Amazon
Join Amazon's Ankur Prasad, Head of Marketing from Amazon Appstore, and learn how their team has successfully driven user growth and engagement through triggers and rewards.
With Nicole Forsgren, VP of Strategy and Research at GitHub
Now more than ever, technology matters. Long before COVID-19 made remote work the norm, digital products were driving value and disruption for organizations. But delivering software safely remained a debate: For years, we thought slow meant more stable code and releases… even though we kept seeing fire drills and suffering through weeks-long releases.
The best, most innovative organizations have realized that it's possible to release code -- in ways that are safer, more stable, and more reliable while providing insights into what users value and need. Nicole Forsgren, author of "Accelerate" and leading software development and DevOps researcher will share insights on what teams can do to improve their software delivery as well as stories from organizations that have seen the benefits of these practices.
Advertising is one of the two most popular monetization methods in mobile apps and games. Yet the field is filled with confusing terms, metrics and acronyms. This talk gives a brief introduction to the industry aimed at independent app/game developers and publishers.
Branchout 2017 - Day 2 Session - Alex AustinBranch
Branch Product Update
By Alex Austin, Co-founder and CEO of Branch
Branch co-founder and CEO Alex Austin takes us on a tour of new and exciting developments at Branch, including cross-platform, cross-channel People-based Mobile Attribution.
MAU Vegas 2016 — Dynamic Ads: An Inside Look at the Impact of Programmatic Cr...Grow.co
Mobile Apps Unlocked Vegas 2016
Main Stage — 9:50am - 10:10am
Programmatic technology has become the de facto method for buying mobile advertising. Yet most marketers continue to use generic, non-personalized ad creative. Take a deep dive into the latest techniques in dynamic creative optimization to learn how app marketers are generating hundreds of unique machine-optimized ad units in real-time, resulting in significant performance gains in mobile user acquisition and re-engagement campaigns.
Dennis Mink, VP Marketing @ Liftoff
Video Priming – How to Give Your Acquisition Campaigns an Unfair AdvantageGrow.co
Mobile Apps Unlocked Vegas 2016
Thursday, May 5
Acquisition Breakout Session — 10:20am - 10:40am
Let’s get down to brass tacks: If you want more users then your acquisition costs will increase. This creates a shift from a low average cost to a potentially high marginal cost. Historically, there’s been no way around it. However, If we start to change our thinking from only focusing on today’s results to thinking about the users of tomorrow, then we can create scale without experiencing the same efficiency tradeoff. Our data has shown us that users exposed to rich, engaging content (such as video) makes them easier to acquire through other sources down the line. In this session, Fetch will share exclusive learnings from our data dashboard, Fetchme, and explain how to use data to prime behaviors in mobile video and TV to drive tomorrow’s users, while also hitting today’s targets.
Tim Villanueva, Head of Media Partnerships @ Fetch
Dan Wilson, Head of Data @ Fetch
On June 10th 2016, we held our annual Wolfgang Essentials event at The Foundry, at Google in Dublin. The last part of the talk consisted of a short series of talks:
Luke: Essential SEO - The Spider Trap
Daniel: Essential SEO - The Native Ad Play
Kevin: Essential SEO - Structured Data
Kenia: Facebook Video VS Youtube
Roisin: The Authentic Advertising Revolution
Anna: The Facebook Audience Triple Play
John: Calculate Your In-store Conversions
Beth: The Web's Most Underrated Conversion Tactic
Alan: SERP Trend
What are three relatively easy things your company could be doing today with the Localytics platform to be more successful? Check out this presentation to find out.
Call Quality & Affiliate Payouts: Improving both for better calls and happier...Invoca
Learn how marketers are rethinking the way they define call quality to drive better calls and build better relationships with their affiliate partners.
Use App Store Optimisation to increase your mobile profitsLeadmill
Why is App Store Optimisation crucial for every business working with App marketing and what are the most crucial keys to higher rankings within Google Play and App Store?
The presentation was created as a part of our key note during App Day 2015
MAU Vegas 2016 — Lessons Learned From A/B Testing Wins and LossesGrow.co
Mobile Apps Unlocked Vegas 2016
Thursday, May 5
Retention Breakout Session — 3:30pm - 3:50pm
By now, we hope you have notepad’s full of ideas and new thoughts. If for some reason you have not hit your new things to try quota, don’t worry, our closing session will take you over the top featuring first-hand learnings from Life360's non-stop product experimentation engine.
Andreas Gross, Founding Team / Product @ Life360
Let’s face it, getting qualified leads these days is tough. Where do you put your money? How do you distinguish the successful campaigns from the money pits?? Where do you draw the line in the sand?
The answer lies in testing! Join us, as Wordstream & KISSmetrics dig into these issues. We will showcase some of the best and worst examples of marketing campaign strategies from the click- and beyond! You'll learn:
- How to A/B test your PPC Ads
- How to prioritize your landing page layout
- Strategies for your pipeline beyond the click
- How to keep the pulse of your marketing funnel for long-term success
For more information on WordStream, visit www.wordstream.com.
Appsfire SDK. The growth engine for your appAppsfire
Appsfire introduces a single and powerful library that will boost your user acquisition growth, engagement, feedbacks, app store merchandising and monetization. Designed with care.
Mobile User Aquisition (Web Summit 2014 presentation)Alkarim Nasser
With over a million apps in the app store - competition amongst mobile publishers are at an all time high. Data-driven mobile marketing is what will separate your marketing efforts from the pact. This presentation will go over tips and tricks to growth hacking success.
Need some tips and tricks on student recruitment strategy and ROI analysis to reach the mobile prospective student? Here is our presentation from the 2015 PSEWEB Conference.
Stream:20's best practice powerpoint for Google Campaigns and how to enhance them for your business.
We speak about context relevance, device optimisation and campaign management that will help you run your future ads.
What's New In Search for the B2B Marketing ExpoNeil Hannam
Digital Marketing Consultant, Neil Hannam, presents the latest developments in all things search marketing. Neil delves into the depths of Google and provides practical advice on how to increase the visibility of your website in the paid and the organic listings.
This masterclass is ideal for those looking to see some of the latest developments in search from changes to search results pages, to the changes in the way Google is working and the impact that may have on your SEO strategy and some of the most recent developments in PPC too.
Paid search marketing in 2016 is so much more than text ads and AdWords. We'll let you in on the top 16 factors that will drive PPC marketing in 2016. You're welcome!
Enhanced Campaigns - A Post-Apocalyptic Survival Guidepointit
Enhanced campaigns are the biggest change to hit AdWords since its inception, but are you confident your switch will be a positive one? Don’t be burdened by a bevy of bid-multiplier options – join our session and you’ll learn how to not only survive, but thrive in the brave new world of enhanced campaigns.
Join Dustin Lewis and William Goldfarb as they reveal the most efficient, effective ways to convert your campaigns of any size from legacy to enhanced including:
• Best practices for moving/merging your existing legacy campaigns
• Using big data to optimize the new hour-of-day and location bid multipliers
• Utilize value parameters to segment out traffic by device
• How to leverage historical data to give your enhanced campaigns a boost
• Combining intent (keyword) + context (time/location) to deliver the best experience to your user-base
You can view the video recording of the webinar here: http://www.youtube.com/watch?v=UJC_iyZLPDo
For more information, visit www.wordstream.com
In this webinar, Closing The Loop On Mobile Search Marketing, WordStream Founder and CTO Larry Kim will join Hosted Numbers’ Marketing Manager Nikki Lee to explain the how’s and why’s of mobile search marketing right now.
You’ll learn:
- Why mobile users are more ready to buy
- The newest mobile best practices for 2013
- How to maximize clicks and conversions while minimizing CPC on mobile search ads
- How to close the loop on ROI measurement with call tracking
Presentation from the inaugural Think Global Retail Conference in Las Vegas - August 2015. The premier ecommerce event created by retailers for retailers.
In this presentation I talked about the best practises that can be adopted to ensure you maximise the ROI from PPC campaigns, in particular from Google Adwords.
Search Engine Marketing, also referred to as SEM, is one of the most effective ways to promote your product or service offering and grow your business in an increasingly competitive marketplace. There are many ways you can use the new algorithmic features of platforms to leverage the impact of these digital ads. And, the immediate benefit is measurable. Not only can you put your ad directly where people are looking, but you can quantify its traction and value in real time. However, with numerous businesses competing for the same attention, running these campaigns requires meticulous attention to detail and the right strategy to help you deliver a positive Return on Ad Spend (ROAS) and Return on Investment (ROI)
In this Master Class, Ariel will share insights into how to leverage these features by drilling deeper into the following topics
• Contrasting SEO and PPC, when and how to invest in each.
• PPC as a marketing research tool, exploring match types and impression shares
• Scaling issues with PPC, can we get more of the same quality traffic?
• Manual vs algorithmic pricing
• The rise of Audience adjustments
• Feed based remarketing and shopping
Your Google My Business account is an important place for buyers to learn and gather information about you. It should go hand and hand with all of your marketing efforts. If your aim is to increase organic traffic to your website, build quality and informative content, and improve engagement with an overall goal to gain more leads, you need to start optimizing for your audience. The SmartTouch® team can help you get started today with a visibility check and more!
HP is first to test many of Bing's and Google's innovative advertising features such as Purchases On Google, which uses mobile product listing ads to allow consumers to buy HP products through Google. Tools like this one requires internal collaboration to justify even a gradual move in budget for mobile media. An uptick in the average order size on mobile helps, but how do you get there? Morgan Chemij, director of marketing North America at HP.com, serves up guidance to help brands better understanding their options.
Tips for Improving Google Shopping Campaign results Elizabeth Clark
Presenter slides from the first Shopping Guru's group meeting at Deloitte in Manchester. Attended by retailers , digital agencies and ad tech companies. Presentations covered the Google Myths to be wary of, rapid growth retailer case study, the agency role in managing feeds, and Manchester's opportunity to play a key role in setting shopping best practice.
BigWing Interactive hosted a "Breakfast with Google" event on 1/29/15 at the Chesapeake Boathouse in OKC. The topics covered were: Google paid search, Social Media, SEO, and Content Marketing. The following slides were presented by Bill Martin (PPC), Sarah Hoffman (Social Media), Ruth Burr Reedy (SEO), and David Christopher (Content Marketing).
For questions visit our website bigwing.com or call 405.475.3015.
Google Partner Agency Digital Breakfast with Geary LSFKatie Fellenz
Geary LSF and Google partnered up to present the latest innovation at Google and in digital marketing at an exclusive Google Partner Agency event in San Francisco.
EngagePDX Leverage your visual content to the MAXMatt Siltala
Presentation given during EngagePDX 2018 where all things visual content and getting the most out of your visual content. Case studies and examples share how to get the most out of your visual content.
Being Influenced - Influencer Marketing 101 Matt Siltala
Presentation on Influencer Marketing given during Pubcon 2017 in Las Vegas where I break it down and give a Beginners Guide to Influencer marketing and what it means to be an influencer.
How to find influencers in marketing, and being influenced. My presentation given during EngagePDX 2017 where I talk everything from micro influencers to executing a influencer campaign.
King of the Brand - State of Search 2016Matt Siltala
State of Search presentation on Brand Building and Community Building with Visual Content. You will learn about branding and community building with visuals.
The content marketing trends session at Pubcon Vegas 2016 - everything there is to know about creating content, and promoting with social and brand building and community building.
Guide to dominate on Pinterest Organically Matt Siltala
Presentation given during SocialPro Conference in Seattle 2016 where I presented about everything that should be done for natural organic domination with Pinterest.
Guide to Local Search Marketing for ContractorsMatt Siltala
Presentation given during Construction Owners Summit Conference on Winning at Local Search Marketing geared for Contractors and Owners. This conference was held in Scottsdale Arizona.
Presentation given during Zenith Conference in Duluth on using visuals to win at social media. Grow your brand and build community with visuals and social media.
Search Fest 2016 presentation on Building a Brand with Social Media. This was an SEMpdx event held in Portland. This presentation also drops version two of Social MeOWdia Explained REDUX or Version 2 of Social MeOWdia Explained.
Link Building Fundamentals SMX West 2016Matt Siltala
The art & science of building links - Presentation content put together by Debra Mastaler, and Presentation given by Matt Siltala during SMX West on the Fundamentals of Link Building - Bootcamp session (Matt was filling in for Debra). This is a beginning presentation for those newer to link building and SEO.
Brand Building with Creative Visual ContentMatt Siltala
State of Search presentation, given in Dallas Texas about Building Brands with Creative Visual Content with case studies and stats - also showing the good and bad.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
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.
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.
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.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
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
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.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
2. About Luke
• Director of PPC at
Avalaunch Media
• 5 Years Experience in SEM
• Lead Gen & eCommerce in
Finance, Law, Non-Profit,
Local, and More.
@LukeAlley
4. Phase 1: Anger,
Outrage
“It's the most
lowbrow thing
Google has ever
done.”
– Search Marketing Exec
@LukeAlley
“I am sooo mad right
now. This is robbery
plain and simple. Its like
stealing cash straight
from our pockets. It
really is, period. End of
story.” - Rychelle
5. Phase 2: Coping
“One thing PPC managers
are not hating on with EC is
the new geo-targeting
feature.” - Amanda
@LukeAlley
6. Phase 3: Acceptance
@LukeAlley
“By simplifying this process, I’m
confident that you’ll see an uptake
in mobile advertising adoption and
ROI.” - Larry
7. Phase 4: Scrambling
“We will begin
automatically upgrading all
AdWords campaigns to
enhanced campaigns
starting on July 22, 2013.” Goog
“Advertisers have upgraded over
6 million legacy campaigns,
representing almost 75% of
active campaigns. Starting today
we will begin upgrading all
campaigns automatically…” -Goog
@LukeAlley
8. Phase 5: Settling
“Adwords cost per click
down 6% in Q2, Google
shares fall by 5%” -SEL
“One thing that is absolutely
not true is that enhanced
campaigns will save you
time.” -Alastair
@LukeAlley
10. The Good
MOST SIGNIFICANT
•
CPC’s have dropped
•
Robust sitelinks
•
Location bidding
•
New conversion types: app downloads &
calls.
•
Sitelink setting options
•
Adgroup level sitelinks
•
Bidding by radius
LEAST SIGNIFICANT
• Flexible bid strategies
@LukeAlley
11. The Bad – Lack of
control
MOST SIGNIFICANT
•
•
•
•
•
•
•
CPA has risen
Tablets are combined with desktops
Mobile campaign combined with
tablet/desktops
Mobile bids are -100% to 300% of
desktop bids
Mobile bidding at adgroup/campaign
level
Mobile preferred creative
Not a time saver
LEAST SIGNIFICANT
@LukeAlley
12. The Ugly - Top 9
Strategies for
Enhanced Campaigns
@LukeAlley
13. Mobile Preferred Ads
• Test ads to see which does
best on mobile, make
responsive (Geddes)
• If no responsive design, send
to mobile optimized page.
• Makes up for no separation of
mobile
@LukeAlley
14. New Sitelink Options
• Use expanded, adgroup
sitelinks
• Device preference
• Start/end dates
• Weekly scheduling
@LukeAlley
15. Location Bidding
• Look at this often.
• Use “Where your users
were” to drill down to more
specific locations, add them
@LukeAlley
16. Call Conversions
• Report phone call
conversions
• If calls are valuable
show only phone
number on mobile, use
call focused MPAs
@LukeAlley
18. Device Targeting/Bidding
• Make sure you use it!
• Break out “mobile outlier
keywords” into their own
adgroups to manage
mobile bids better.
@LukeAlley
19. Responsive Design
• Just do it!
• If no responsive design,
send to mobile optimized
page.
@LukeAlley
20. Mobile Only Campaigns
• I’ve seen it with my own
eyes!
• Mobile bids at 300%,
mobile preferred ads
only, mobile optimized
webpage.
• Be cautious, keywords
were only being triggered
on mobile & not desktop
@LukeAlley
22. Top of the Line Tools
• Keyword organization –
Mergewords.com
• Competitive Research –
Spyfu.com
• Phone Tracking – Callrail.com
• CRO –
VisualWebsiteOptimizer.com
• Management – Marin Software
@LukeAlley
23. Working With Google Reps
• Monitor every change – they love
enhanced
• Have them help with new ads,
keywords
• Avoid YouTube, Display, raising
bids, and be weary of betas
• Squeaky wheel gets the grease
@LukeAlley
24. The Paid VS Organic Battle
•
•
•
Google is in PPC’s corner
SEO is becoming harder
PPC is a long term but
consistent investment
• Ads are taking more space
• Ad Extensions
• PLAs
• Image Extensions
@LukeAlley
30. Google and Bing
•
•
•
•
•
Bing has best of both worlds.
Tablet
Start on Google then transition
to Bing – Easy import options
Google is years ahead but
Bing is catching up – mostly
the same features
Bing says they have higher
quality leads/sales. We haven’t
seen that.
Bing is quick to listen to
feedback.
@LukeAlley
31. My Prediction: Bing will
eventually change to
Enhanced Campaign
structure.
@LukeAlley
32. How We Measure Lead
Generation Results
• Measure the lead quality
• Marin Software
• Import conversions
• Phone calls
• Tie data back to keywords
• CallRail.com
@LukeAlley
33. How to Get the Most Out of Your
Agency
• Communicate back to
emails/phone calls
• Set clear goals for CPA, calls,
etc.
• Understand what to expect
• Squeaky wheel…
• Send them gift baskets
@LukeAlley
Find out… how many are running PPC currently or have run PPC? How many are doing it themselves? Who has used an agency? How many have seen success with PPC?
What date was Enhanced Campaigns announced?
Feb 6th, Twitter exploding, feuds between people arguing about tablets, shock, some agencies had been able to use ECs for several weeks prior, feedback was mixed
People began using ECs, saw features they actually liked, made it easier for many small advertisers to manage their accounts, made it more difficult for large, savvy advertisers. How many people got a call from Google to opt in?
More and more managers saw good results, date was still far off, Google was still making adjustments, originally only offered mobile bid adjustments at Campaign level, switched to adgroup level. Ask the question when did Enhance Campaigns actually start…
People were still trying to figure out ECs at that time, does it start at 12:01 am or at 11:59 pm?
Those who relied on tablets were in trouble, like iPad accessory companies, everyone had to change strategies, manage different ways, setup campaigns differently, Bing really started looking like the good guy.
Chelsey rocks.
I’d like to present all these items in a prettier way than just a bulleted list. I’ve listed them from most significant to least significant. Maybe we make some sort of spectrum that has “most significant” to “least significant” on the other side?
I’d like to present all these items in a prettier way than just a bulleted list. I’ve listed them from most significant to least significant. Maybe we make some sort of spectrum that has “most significant” to “least significant” on the other side?
Countdown to strategies … companies that could use these features
Business has call “call to action”… Cascade business news wants advertisers to call form their phones.
Technology startup news… during the day people are reading on their phones b/c at work, use sitelinks that link to mobile optimized pages, in the evening they link to desktop site.
Dana Signs wants to break into the Portland market, but not into the Eugene market. They bid more in Portland and less in Eugene
Five Fushion Sushi Bar gets reservations over the phone, lasts longer than 3 minutes to make reservation.
The Pine Tavern bids up 50% if someone is within 10 miles, otherwise -25%.
The Bend Bulletin is read on tablets/desktops more than mobile… increase or decrease bids by device.
Oxford Hotel creates a responsive design for mobile users since desktop view is clunky on mobile.
toolbox or toolkit look, make it look like tools, on yeti?
Story about getting calls from my Adwords “consultant”… some good pointers on missing extensions, etc. but always something about trying a new format