Zoe O'Neil of ClickThrough Marketing reviews the latest innovations in Google AdWords explaining the techniques you should audit to get the best ROI from AdWords in 2016.
Win more customers with an integrated marketing communications strategySmart Insights
Smart Insights’ Co-Founder, Dr Dave Chaffey, joins Julie Bordato of Salesforce for an in-depth look at how to win more customers with an integrated marketing communications and automation strategy.
On this webinar, you will learn from:
- Our mindtools to help you review your current approach.
- Automation examples, from simple to more advanced.
- A Q&A explaining where to start and how to optimize for better results.
Digital marketing transformation : Benchmarking your digital futureSmart Insights
In this member webinar hosted by digital strategist Dr Dave Chaffey, co-founder of Smart Insights explains techniques to help you review your digital capabilities, set your future direction and articulate strategy to colleagues.
You will learn how to:
> Discover the digital maturity of your business
> Define goals needed to achieve transformation
> Plan and prioritize activities to integrate digital
> Influence company culture and instil a process of continuous improvement
Includes examples from a range of sectors including leaders from some generally less mature industries such as Manufacturing, Aerospace and Defence, Higher Education, Financial Services, Engineering and Construction.
10 strategies for increasing sales with conversion funnelsSmart Insights
Examples and best practices for increasing conversion from a webinar by Dr Dave Chaffey of Smart Insights in collaboration with our partner GetResponse
2016 State of B2B Digital Marketing Report - SlidesDemandWave
Nearly 300 B2B marketing leaders weighed in the biggest digital marketing challenges of 2016. Check out presentation and discover:
- The most effective tactics for winning more customers with digital
- Where marketers are planning to invest in 2016
- How to take on the #1 B2B digital challenge - measuring and proving ROI.
Prep to have your best year, yet. Get insight from our team to get started!
The Black Jays Ventures team shares their POV on the current set of software tools that power modern ecommerce and emerging areas of interest in the evolving ecommerce landscape.
Win more customers with an integrated marketing communications strategySmart Insights
Smart Insights’ Co-Founder, Dr Dave Chaffey, joins Julie Bordato of Salesforce for an in-depth look at how to win more customers with an integrated marketing communications and automation strategy.
On this webinar, you will learn from:
- Our mindtools to help you review your current approach.
- Automation examples, from simple to more advanced.
- A Q&A explaining where to start and how to optimize for better results.
Digital marketing transformation : Benchmarking your digital futureSmart Insights
In this member webinar hosted by digital strategist Dr Dave Chaffey, co-founder of Smart Insights explains techniques to help you review your digital capabilities, set your future direction and articulate strategy to colleagues.
You will learn how to:
> Discover the digital maturity of your business
> Define goals needed to achieve transformation
> Plan and prioritize activities to integrate digital
> Influence company culture and instil a process of continuous improvement
Includes examples from a range of sectors including leaders from some generally less mature industries such as Manufacturing, Aerospace and Defence, Higher Education, Financial Services, Engineering and Construction.
10 strategies for increasing sales with conversion funnelsSmart Insights
Examples and best practices for increasing conversion from a webinar by Dr Dave Chaffey of Smart Insights in collaboration with our partner GetResponse
2016 State of B2B Digital Marketing Report - SlidesDemandWave
Nearly 300 B2B marketing leaders weighed in the biggest digital marketing challenges of 2016. Check out presentation and discover:
- The most effective tactics for winning more customers with digital
- Where marketers are planning to invest in 2016
- How to take on the #1 B2B digital challenge - measuring and proving ROI.
Prep to have your best year, yet. Get insight from our team to get started!
The Black Jays Ventures team shares their POV on the current set of software tools that power modern ecommerce and emerging areas of interest in the evolving ecommerce landscape.
The impact of Covid19 on your digital strategySmart Insights
The past 2-3 months has accelerated digital demand by 2-3 years.
In this session we look at what is here to stay and how to not only survive, but thrive as a business going forward with a more digital future.
We will be showing you how to understand where your business is today, what key areas to focus on, and how to prioritise digital transformation strategies.
Using CDPs to get the most value from your customer data.
Learn how a Customer Data Platform works, what it makes possible, how to find the right CDP, and how to deploy successfully.
In this webinar we'll:
- Learn steps in building a strong customer data foundation
- Understand the benefits of using a Customer Data Platform
- Define key use cases supported by a CDP
- Know how to find the right CDP for your business
- Prepare for a successful CDP deployment
Design for Customer Engagement: Digital Marketing StrategyTechedge Group
Episode one of a seven episode podcast series on Design for Customer Engagement. Starting from business objectives, the series focuses on identifying all of the relevant technological components that seamlessly integrate with one another, in order to assist companies in developing an End-to-End Digital Marketing landscape that suits their business strategy. Listen to the full podcast at: http://www.techedgegroup.com/podcast/engaged-by-design/digital-marketing-strategy
How big data and psychographics are changing B2B marketing - Richard RobinsonB2B Marketing Forum
The impact of data-driven marketing has never been in sharper focus. But what does this really mean for B2B marketers?
Richard will share how the combination of data analytics, behavioural science and micro-targeting is transforming the way that organisations are engaging with customers and prospects. Enabling businesses to be more customer-centric and bringing the panacea of the ‘right message to the right person at the right time’ within reach.
Ecommerce and Digital Marketing PersonalizationFabiana Pereira
- Setup required for personalized communication and customer-centric insights
- Core ecommerce governance
- Core ecommerce functions
- Digital marketing initiatives and KPIs
- Suggested initiatives per target goal
- Personalization use cases
- Top automated behavior-driven digital marketing paths
- Top customer segmentations
- Segmentation uses by channel
- Data required for personalization
- Customer 360 data warehouse specifications
- Start and target tech environment
Our experts have just finished putting the finishing touches on our highly anticipated 2021 search advertising industry benchmarks, which includes real data from 20 of the top industries.
With data straight from Google and Microsoft, you'll be able to find out where you stand against your direct competitors in the most critical performance metrics including:
- Average cost per click
- Average click-through rate
- Average cost per lead
- Average conversion rate
The Total Economic Impact of Marketo EngageMarketo
In this webinar, you'll hear from a top marketing analyst on how the world of marketing is changing and why investment is crucial. Next, we’ll share the results of a recent ROI study commissioned by Adobe and conducted by Forrester Consulting, an independent research firm. This study quantifies the value of Marketo Engage, based on interviews with real customers. Finally, you'll hear from a Marketo Engage customer to hear her personal story of driving martech investments, transformation and value at her company.
Marketing automation software or strategy webinarMarketo
“Marketing Automation is no longer an optional solution but … essential to assure business success.”Nucleus Research: “Marketing Automation Drives Business Success” 2019
Fireside Chat with Sander Arts of Atmel: The Journey to Account-Based Marketi...G3 Communications
From the B2B Content2Conversion Conference, with:
Panelists:
-Chris Golec, CEO of Demandbase
-Sander Arts, VP, Corporate Marketing, Atmel
-Jen Gray, Director of Marketing, Extole
Adobe Visitor Insights – How Adobe Used Its Experience Platform to Create Beh...Adobe
Adobe Visitor Insights takes behavioral data and turns it into real-time actions for its Digital Experience sales team. Read the whitepaper to learn how Adobe used it’s already-collected data and Experience Platform to create robust behavioral signals that have led to increased pipeline, new opportunities, and targeted conversations.
Become a More Nimble Marketing Team with Interactive ContentMarketo
Want to discover how to educate and engage your audience with interactive content? Check out this presentation to learn how Cisco was able to deploy a diverse array of content types to appeal to audiences across channels and programs. Plus, find out how adding SnapApp to your marketing programs can make content creation and distribution easier than ever so you can reach your prospects and your goals.
Charity marketing specialist Lucy Conlan steps us through the trends across web, mobile, email and social media marketing to engage their audiences into 2016.
The impact of Covid19 on your digital strategySmart Insights
The past 2-3 months has accelerated digital demand by 2-3 years.
In this session we look at what is here to stay and how to not only survive, but thrive as a business going forward with a more digital future.
We will be showing you how to understand where your business is today, what key areas to focus on, and how to prioritise digital transformation strategies.
Using CDPs to get the most value from your customer data.
Learn how a Customer Data Platform works, what it makes possible, how to find the right CDP, and how to deploy successfully.
In this webinar we'll:
- Learn steps in building a strong customer data foundation
- Understand the benefits of using a Customer Data Platform
- Define key use cases supported by a CDP
- Know how to find the right CDP for your business
- Prepare for a successful CDP deployment
Design for Customer Engagement: Digital Marketing StrategyTechedge Group
Episode one of a seven episode podcast series on Design for Customer Engagement. Starting from business objectives, the series focuses on identifying all of the relevant technological components that seamlessly integrate with one another, in order to assist companies in developing an End-to-End Digital Marketing landscape that suits their business strategy. Listen to the full podcast at: http://www.techedgegroup.com/podcast/engaged-by-design/digital-marketing-strategy
How big data and psychographics are changing B2B marketing - Richard RobinsonB2B Marketing Forum
The impact of data-driven marketing has never been in sharper focus. But what does this really mean for B2B marketers?
Richard will share how the combination of data analytics, behavioural science and micro-targeting is transforming the way that organisations are engaging with customers and prospects. Enabling businesses to be more customer-centric and bringing the panacea of the ‘right message to the right person at the right time’ within reach.
Ecommerce and Digital Marketing PersonalizationFabiana Pereira
- Setup required for personalized communication and customer-centric insights
- Core ecommerce governance
- Core ecommerce functions
- Digital marketing initiatives and KPIs
- Suggested initiatives per target goal
- Personalization use cases
- Top automated behavior-driven digital marketing paths
- Top customer segmentations
- Segmentation uses by channel
- Data required for personalization
- Customer 360 data warehouse specifications
- Start and target tech environment
Our experts have just finished putting the finishing touches on our highly anticipated 2021 search advertising industry benchmarks, which includes real data from 20 of the top industries.
With data straight from Google and Microsoft, you'll be able to find out where you stand against your direct competitors in the most critical performance metrics including:
- Average cost per click
- Average click-through rate
- Average cost per lead
- Average conversion rate
The Total Economic Impact of Marketo EngageMarketo
In this webinar, you'll hear from a top marketing analyst on how the world of marketing is changing and why investment is crucial. Next, we’ll share the results of a recent ROI study commissioned by Adobe and conducted by Forrester Consulting, an independent research firm. This study quantifies the value of Marketo Engage, based on interviews with real customers. Finally, you'll hear from a Marketo Engage customer to hear her personal story of driving martech investments, transformation and value at her company.
Marketing automation software or strategy webinarMarketo
“Marketing Automation is no longer an optional solution but … essential to assure business success.”Nucleus Research: “Marketing Automation Drives Business Success” 2019
Fireside Chat with Sander Arts of Atmel: The Journey to Account-Based Marketi...G3 Communications
From the B2B Content2Conversion Conference, with:
Panelists:
-Chris Golec, CEO of Demandbase
-Sander Arts, VP, Corporate Marketing, Atmel
-Jen Gray, Director of Marketing, Extole
Adobe Visitor Insights – How Adobe Used Its Experience Platform to Create Beh...Adobe
Adobe Visitor Insights takes behavioral data and turns it into real-time actions for its Digital Experience sales team. Read the whitepaper to learn how Adobe used it’s already-collected data and Experience Platform to create robust behavioral signals that have led to increased pipeline, new opportunities, and targeted conversations.
Become a More Nimble Marketing Team with Interactive ContentMarketo
Want to discover how to educate and engage your audience with interactive content? Check out this presentation to learn how Cisco was able to deploy a diverse array of content types to appeal to audiences across channels and programs. Plus, find out how adding SnapApp to your marketing programs can make content creation and distribution easier than ever so you can reach your prospects and your goals.
Charity marketing specialist Lucy Conlan steps us through the trends across web, mobile, email and social media marketing to engage their audiences into 2016.
The state of lifecycle marketing and automation 2016Smart Insights
A review of how to improve use of marketing automation across the lifecycle with a focus on measurement to determine ROI. Presented by Dave Chaffey at Technology for Marketing, London, September 2016
Which are the skills you need to develop your personal career in marketing? Which mix of skills does a business need to compete today? This research summary presented by Dave Chaffey at TFM2016 advises on the most sought-after skills.
8 Big Mistakes digital marketers should avoid in 2017Smart Insights
A presentation from the Smart Insights Digital Marketing Priorities 2017 Summit webinar by Ray Coppinger, Senior Digital Marketing Team, EMEA at Marketo.
Digital Marketing: Key Metrics with Jill Quick & Dave ChaffeySmart Insights
A webinar hosted by Smart Insights:
Break down the jargon, and understand the concepts needed for a solid data driven approach for your marketing. Learn how to build a KPI dashboard with the right metrics, with insights from key industry influencers, for you to find nuggets of insights that drive your business in a profitable direction.
To hear the accompanying audio: https://www.brighttalk.com/webcast/8551/220651
Which SEO techniques will become more important in 2016? This presentation by Steve Masters of Vertical Leap to the Smart Insights Digital Marketing Priorities Summit discusses how data analysis technique and new algorithmic techniques will be used to improve organic search visibility.
Digital experience and transformation 2016 - Web design examplesSmart Insights
Bob Egner of Episerver gives examples of state of the art web designs as businesses use mobile and web experiences to enhance their brands and develop commercial benefits.
SomexCircle - Google Adwords Trends 2017what.digital
Was bringt 2017 in Bezug auf Google Adwords und Suchmaschinen-Marketing im Generellen? Mario Colombo von what.digital hat für Sie 14 aktuelle Trends zusammengestellt.
What will the state of Email marketing be in 2016? In this presentation to the Smart Insights Digital Marketing Priorities 2016 Summit Komal Helyer of Pure 360 recommends and to review and improve your email maturity. There are lots of practical examples of how brands are delivering more relevant emails.
Alexandra Tachalova (SEMrush) - Your Perfect AdWords StrategyeCommerce_Day
So finden Sie die besten AdWords Keywords für Ihre Werbeanzeigen auf Google.
Außerdem: Wie werden Rückschlüsse auf die Anzeigenqualität aus dem Besucherverhalten gezogen?
Vortrag vom Hitmeister e-Commerce Day 2014:
http://www.hitmeister.de/ecommerceday/videos/your-perfect-adwords-strategy/
Planning and creating for Google Adwords in Digital Marketing and how should any small business be approaching it. Francis Mac Aonghus, Head of Online at encendo, explores how to plan and create for Google Adwords.
Dự đoán những xu hướng chính của Google trong năm 2016 từ SEONgon.
Google là công cụ số quảng cáo số 1 thế giới, 2015 chứng kiến sự thay đổi liên tục nhưng lại rất ổn định từ Google AdWords.
Dự báo 2016 là sự cạnh tranh khốc liệt tại thị trường Việt Nam giữa các doanh nghiệp vừa và nhỏ ...
Slides from Carie Otto's paid media webinar covering lead generation in the digital age... Also known as pay-per-click marketing strategies. Learn the basics to get started with paid media with this slide deck - or view the complete presentation at: http://www.threedeepmarketing.com/blog/pay-per-click-its-lead-generation-in-the-digital-age/
The slides used by Matthew Sauer from iProspect at the E-commerce Meetup organized jointly with Neto, Hubspot and SEMrush: https://www.semrush.com/webinars/e-commerce-meetup/?language=en
Data, Content & Automation at the center of your Digital Performance Marketing Activations . Your Digital Master class starts with an introduction to the Digital Marketing Landscape focusing on the prominence of embracing digital performance as a key marketing media in order to get the closest possible to your business goals. We will also cover how a coherent and efficient digital strategy can be thought to perfectly complement your global business strategy. Planning and operating digital campaigns will also be an important component of this master class followed by some key guidelines related to data and content automation. How do you define the effectiveness of your digital marketing efforts without measurement and reporting? We will end the session by answering this question and discussing some case studies along with various tips & tricks to keep you innovative and ahead of your competition.
Six Strategies to Help Maximize Your PPC Advertising in 2024Nirvana Canada
Marketers use many clever tools to get their products or services in front of the right eyes: content marketing, search engine optimization (SEO), email marketing, social media marketing, and affiliate marketing.
Using Instagram and Facebook for eCommerce SuccessTinuiti
Facebook & Instagram have been working on several initiatives to enable commerce directly within the apps. In a recent study, 72% of customers said seeing Instagram photos of a product increases their chances of buying. The opportunity to boost site traffic and revenue through these social channels is tremendous. We’ve teamed up with experts from Facebook and Dash Hudson to discuss how to create and maintain an effective shoppable Instagram, the key benefits of doing so, and best practices to get you started. Discover how our clients used performance branding to elevate its marketing strategy from selling products to building a brand.
Advanced Strategies to get your Google Shopping Campaigns to the Next Level -...agentura KOFEIN s.r.o.
Prezentace o strategiích pro reklamní kampaně Google Nákupy v AdWords.
Prezentující: Andreas Reiffen (CEO @ crealytics)
Prezentace z PPC OFFLINE #9
30. 1. 2018, Praha - PVA Letňany
Video záznam přednášky zde: Připravujeme
Více o PPC OFFLINE na http://www.ppcoffline.cz
Porádáno agenturou KOFEIN: http://www.kofein.cz
Using Attribution Modeling to Grow Your BusinessRyan Hilliard
Ryan Hilliard, Head of Growth at ROI Revolution, reviews how to leverage attribution modeling to scale your overall business revenue. Avoid pitfalls like simply reassigning sales and ensure you are focused on the bottom line performance. Follow along with an example that can easily be related to your business. Through effective use of attribution modeling and tying it to the customer journey, unlock unprecedented scale for your digital marketing initiatives.
CMO Workbench helps retailers approach their marketing mix differently by uncovering consumer spend patterns and segmenting customers to re-direct marketing
effort and spend that can be quantified.
Dr Dave Chaffey explains the success factors for creating a digital strategy using the latest examples and research from a range of industries. Omnichannel is relevant to all sectors' and includes examples form sectors including Brands, manufacturers, retail, healthcare, FS and B2B.
What's new in B2B marketing? 2021 B2B Digital Marketing trendsSmart Insights
A keynote by Dave Chaffey for B2B Expo November 2021
Sagefrog research URL now: https://www.smartinsights.com/b2b-digital-marketing/b2b-marketing-trends/
10 recession-beating digital marketing tactics for business growthSmart Insights
Marketing agility and smarter use of digital marketing are more important than ever to future success because of the changes in consumer and business demand for services prompted by the COVID-19 pandemic and ensuing recession.
Join Dr Dave Chaffey in our free members' webinar to learn techniques to improve lead generation and sales. Dave will cover:
- Examples of practical ideas to improve digital interactions with consumers through the customer journey
- Recommendations on how to plan and prioritize these ideas
- A data-driven approach to identify and test new opportunities
What do people really search for? How to tackle unclear keyword research topicsSmart Insights
When you’re researching topics that are vague or hard to understand, the key is to uncover search intent in the data and to seek out a topic expert in the field.
Join this presentation for pro tips on uncovering intent and relevance hidden in your search data and in the minds of the people behind the scenes.
Improve Lead Quality with AI powered call trackingSmart Insights
Discover how top brands have incorporated Artificial Intelligence into their online lead generation strategy to generate a greater return on investment from Google Ads.
Google's data confirms that over 70% of sales leads are generated through inbound phone calls - find out how they used AI to discover whether the call was a sale or not in real time, enabling faster optimisation.
5 Key Takeaways:
- For offline sales, bridging the gap after they click hasn't always been possible, until now using Artificial Intelligence
- Call Tracking has its limitations without AI - you know you've had a call, but was it a new sale or a returning customer?
- Trying to match data from multiple systems won't always be accurate - create your own data with AI
- Using AI can speed up your call analytics, enabling you to understand in real-time what's happening with your lead generation strategy to implement real-time optimisation of your Google Ads.
- Generate more sales through better customer insight, not only from new customers, but returning customers and what keywords they are using to find you.
If you are looking at new ways to generate inbound telephone leads, improve the quality of leads or improve conversion then you should tune in for this webinar.
In this webinar, you'll learn about the band members and digital marketing techniques you and your company need to master to compete in the future.
We'll explore how to engage your crowd by getting to the heart of the customer. You'll also learn how bringing together each member of the band can ensure your marketing acts a force for growth.
Curated tips and tricks to get the most out of your content in 2020.
With such an interconnected world, full of rich content and amazing user experiences, the opportunity to reach new customers is more tantalising than ever before. But how will you reach them all? If you're ready to revolutionise your global content strategy and kick off the decade with all the right tricks up your sleeve, then this webinar is for you.
Join Smartling's VP of Marketing, Annette Obermeier, as she unveils her top 10 hacks for Global Content that can improve your content right now.
- Annette’s absolute hacks to supercharge your global content in 2020
- Surefire methods to maximise your reach with actionable content promotion
- How to position your source content for success with an agile localisation strategy
- Proven, real-world stories from brands just like yours that have revolutionised their global content strategy for success
6 steps to create a data-driven content strategySmart Insights
Learn how to include search data into content creation and optimization.
“Online content should win hearts and machines.”
In this practical webinar, we’ll look at:
- How to create content that meets the expectations of your target audience
- How to use search intent to know what users want
- Learn how to identify relevant topics
- How to select the right type of content
Top social media trends for 2020 with Matt NavarraSmart Insights
We will be joined by Matt Navarra for a deep dive into the latest social media & martech trends.
Social media trends can be fleeting, but some stick around and become pillars of the social media world.
We spoke to over 50 industry experts to find out which trends they thought would be the most crucial for social media teams to act on in 2020.
Here's what will be covered:
- 3 key trends for 2020
- Discover the next generation of social, technology, and marketing
- Campaign inspiration from leading brands
How to maintain vibrancy in your marketing workforceSmart Insights
Personalization of a learning journey can make the difference between engagement and disengagement for employees.
In this practical webinar, we’ll look at:
- Training, performance and employee engagement
- Workplace learning trends
- Learning as a continuous UX
- Mapping the learning journey
Discover the trends that will make an impact on your business at the start of the new decade.
Understand what consumers want from brand emails, the current email marketing trends and which ones will help you deliver on your business goals for 2020. Komal will take you on a journey of technology, psychology and creativity that will help you to create a powerful future-proofed email marketing strategy for this year and into the roaring twenties!
Pure360’s mission is to help marketers be the best they can be. With our webinar we will help you understand:
- Technology advances that you should be focussed on and those that you can afford to avoid.. for now...
- How to be human
- The importance of back to basics
Top tips for driving leads and optimising conversions in 2020Smart Insights
Do you struggle to get customers to your site? Are you unsure where you should focus your time and resource when people actually start engaging with your content? Confused about where you should be collecting data and how to showcase success to your stakeholders?
Join Phil McGuin, Demand Generation Director and Will Garbutt, CRO and UX Manager from digital agency Stickyeyes as they show you how to maximise your end-to-end customer journey to create an amazing user experience that converts prospects and drives commercial success.
With experience in both B2B and B2C markets across a range of industries, they’ll draw on real-world case studies to show you:
- How you can engage customers with your website and proposition;
- The importance of acquisition mapping and capturing the right customer information;
- How to navigate your customers through their lifecycle stages to encourage conversion and advocacy; and
- Examples of the tools you can use and the data you should be collecting to measure and optimise success.
Covering the 5 pillars for future success in marketing based on a research report from HubSpot and Smart Insights - https://offers.hubspot.com/the-future-of-marketing-2019
A webinar from Dave Chaffey for the Smart Insights 2020 Digital Priorities
3 ways you're wasting your biddable media budget... and how to fix it!Smart Insights
How to maximize the returns from your biddable media budget
There are more opportunities to buy media than ever before but, do you know exactly where you’re spending your budget, what you’re spending it on and how to optimise your campaigns to get the best returns?
In this webinar, Sarah Barker, Head of Biddable Media at digital marketing agency Stickyeyes will take you through the three most common mistakes brands make when investing in biddable media and importantly…how to fix them.
You will learn:
- The minefield of marketing metrics and how you can use data to understand your audience
- Cross-channel cannibalisation and the danger of a silo-mentality
- Why last-click attribution isn’t the answer
- Risk-taking – why it’s not just for James Bond!
Discussion: The opportunities provided by AI for online search and merchandising
The way retailers have merchandised online stores hasn’t changed since the early days of E-
commerce, but it has now.
This presentation looks at the disruption and opportunities that come
from Artificial Intelligence and goes beyond the buzzwords to get to grips with how AI techniques
like machine learning and predictive analytics help to solve the complex problem of serving the
most relevant products in ALL cases.
You will learn how to
* Understand the scale of the challenge and the opportunity
* The limitations of traditional online merchandising
* How AI impacts online merchandising by improving search, coping with trends in real-time,
providing insights and making the work of merchandisers more productive and enjoyable
* How and why not all AI solutions are the same
* Make the organisational changes required to accommodate AI-based merchandising
Presenters : Dr Dave Chaffey, Smart Insights and Andrew Fowler, country manager, Apptus UK
Why A ‘Channel Agnostic’ Approach To Search Can Deliver Greater ROISmart Insights
Brands are still approaching search marketing as two separate channels, organic and paid, and often engaging separate agencies to work on very different approaches. But in modern search, is this approach really relevant, and is it delivering the best possible return?
Best Practice To Take Your Digital Content And Brand GlobalSmart Insights
Join Smartling’s Director of Global Marketing, Annette Obermeier, as she shares best practices to make your content work for you across borders and have your translation budget work overtime.
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
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.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
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
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.
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.
[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.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
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
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.
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.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
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
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.
Coca Cola Branding Strategy and strategic marketing plan
Future-proofing your AdWords for 2016.
1. Digital Marketing Priorities 2016
Brought to you by:
Future proofing your AdWords account
& strategy for 2016
Zoe O’Neil
Director of Paid Search
ClickThrough Marketing
Understand the importance of regularly auditing your AdWords account
to ensure it adheres to best practice principles to drive improved growth,
performance and efficiency. Plus, we will dig into the trends and
considerations for your 2016 paid search strategy.
2. 2
Agenda
AdWords Best Practice:
Why it’s important to audit your account
The crucial elements of an audit
Top AdWords Considerations
2016 Paid Search Strategy:
Cross Device Attribution
Instore – The power of your site as a research tool
Google Shopping
YouTube and Shopping
Local Inventory Ads
Paid Social
The power of bid management tools
Forecasting to maximise sales and revenue
Measuring the value of phone calls
Paid Search and SEO Integration – are you considering the power?
3. 3
About me
Director of paid search, ClickThrough Marketing
Worked in paid search 13yrs across strategy & tech
Overseen paid search strategies for:
Paid search wasn’t always as exciting or complex
Now one of the most trackable & transparent
4. 4
Why is important to audit AdWords Accounts?
August 2015 Google UK had 88.9% market share
90% advertisers paid search budget spent via AdWords
Best practice is crucial to ensure the best possible ROI
Carried out 1000’s of audits and surprised by the number
of accounts that don't adhere to best practice
Single most important aspect of a successful AdWords
campaign is account structure and campaign setup
5. 5
Support your audit with BidCops
BidCops – free, quick & easy way to produce in-depth
AdWords insights without trawling through hours of data
Helps save time & money managing AdWords accounts
Connect your
AdWords account
bidcops.com
6. 6
Internal and External Factors
Internal
Quality Score
Efficiency
CPC
Efficiency
Ad Copy
Ad Position
Optimisation
Match Type
Efficiency
Negative
Coverage
Keyword
Coverage
Impression
Share
Landing
Pages
Adscheduling
External
Availability
Promotions
Other marketing
activity
Competitors
Seasonality
7. 7
Account, Campaigns & Ad Groups
The structure of your account affects how you optimise,
manage budgets, and report
An good and easy to follow structure makes management
more efficient
8. 8
Keywords
Keywords are the nuts and bolts of your campaign
Important to regularly review to discover missed opportunities
Think about where you find your keywords
Ensure you are maximising keyword coverage and growth
utilising Dynamic Search Ads
9. 9
Brand Coverage
Until 2008, Google didn’t allow advertisers to bid on
competitor brand names. Then the floodgates opened
Take reasonable steps to protect your brand
Does this mean bidding on your brand? For some
businesses, yes – but for others, it’s just not worth it
Is anyone else bidding on your brand?
Bidding on brand to control messaging
Bidding on brand + product keywords
10. 10
Match Types
Auditing & optimising match
types is crucial
Without control of keywords,
you lose control of budget
11. 11
Impression Share
Auditing the impressions share and average position
of your keywords is key to a successful campaign
Structure is crucial to ensure maximum visibility and
understand where you’re losing out - rank or budget
12. 12
Impression Share Forecasting
Developed a forecasting tool to show advertisers how they could improve sales by
increasing budgets
The Challenge (Insurance Company Brand)
Performance was good but we suspected more gains could be made by opening
budget caps
Used our tool to analyse the account. Forecasted with open caps we could achieve
11% more spend with 11% more conversions
The Results
Spent 24% more and increased conversions by 25%
Metric Current Performance
Performance with Open Caps
(0% Imp Share Lost to Budget)
Delta Change %Change
Imp. 88,651 131,221 42,570 48.02%
Clicks 2,881 4,245 1,364 47.35%
CTR 3.25% 3.24% -0.01% -0.45%
Conv. 672.00 999.15 327.15 48.68%
Cost £7,720.82 £11,797.57 £4,076.75 52.80%
Cost/Conv. £11.49 £11.81 £0.32 2.77%
Conv. Rate 23.33% 23.54% 0.21% 0.91%
Avg. CPC £2.68 £2.78 £0.10 3.70%
13. 13
Landing Pages
Think of ads as the shop window and landing pages as
inside your shop
Deep link landing pages relevant to ads and keywords –
each click costs money and reputation
Negatively impact Quality Score (QS) – higher CPCs
Are your landing pages optimised well enough?
Are you’re A/B split testing?
14. 14
Quality Score
Quality Score affects Ad Rank and the amount you pay
Ad Rank is a complicated secret formula, but the basis is:
Ad Rank = Bid (CPC) x Quality Score (QS)
Improve Ad Rank by increasing your bid, or improving QS
15. 15
Text Ads
The first contact with your audience in a competitive space
Headline - Include keyword content
Display URL - display where the click will go
Description - USPS, promotions and call to action
Dynamic keyword insertion - improve CTR & relevancy
Use three pieces of text ads per ad group. You don’t know
if one message will appeal to all customers
Ensure you’re using mobile preferred ads
16. 16
Ad Extensions
Ad extensions are a no-brainer. They make your ads more
clickable with more search real estate
They help improve CTR, Ad Rank, CR and Quality Score
17. 17
Campaign Targeting
AdWords offers a wide range of targeting options
True power of targeting can be found when you dig a little deeper
Targeting ads to users in certain locations, or certain devices. More control over
who sees your ads and when
Get this right and the benefits are tremendous and save you money
Think about:
Language and locations of your ads
The timing of your ads
Have you explored search partners?
Your audience and the value of mobile
18. 18
Key AdWords Audit Take Aways
A sound structure is key to running
a successful AdWords campaign
Ensure match type efficiency to
drive improved revenue
Forecast and ensure you are gain
maximum visibility for ROI
Keep creative and test, test, test
Run an audit at least every 12
months
Don’t roll out all changes at once.
Understand the impact
Connect your AdWords account to
bidcops.com for free
Download - Best Practice AdWords Audit
19. 19
Vote 1
Where do you think your AdWords account need
attention?
Account Structure
Budget Alignment
Match Types
Creative focus
Campaign Targeting
20. 20
Top AdWords Considerations - RLSA
RLSA for Shopping
RLSA for Shopping - customise shopping ads for previous visitors
Target Cart Abandoner’s, Previous Buyers, or even specific Product/Categories
Get more sophisticated with RLSA your audiences
Review duration of consumer journey and segment further
Tier bid modifiers to ensure visibility increased for users most likely to purchase
Set up product category visitors, who didn’t add to basket and apply modifiers to
relevant product campaign
Segment customer match by visitors who have/n’t converted and adjust bids
Set low bid modifiers to similar audiences/all visitors to avoid missing visitors
21. 21
Top AdWords Considerations – Customer Match
Google's equivalent of Facebook
Custom Audiences
Uses email addresses to target
ads and display across GSP and
YouTube
Greater scope for personalised
PPC campaigns with more
possible segments
Follow customers across mobile,
tablet and desktop
22. 22
Top AdWords Considerations –
Demographics for Search
Reach customers likely to be within the demographic groups of your
choice
Age ("18-24", "25-34", "35-44", "45-54", "55-64", "65 or more")
Gender ("Female", "Male”)
Parental status ("Parent", "Not a parent")
Customise ads and bids to people in different age groups and life stage
Combine demographic data with your targeting strategy on GDN
23. 23
Cross Device Attribution
40% of online shoppers start their journey on a mobile, before converting on a
desktop or table. Cross device insights help advertisers measure more conversions
24. 24
Cross Device Attribution
Google have been predicting mobile search queries will overtake desktop. Already
happening, during weekends and key seasonal events (Christmas or Easter Bank Holidays)
Cross-device attribution has been and will continue to be a challenge in 2016
Many marketers believe consumers don’t convert via mobile. Mobile is a key tool for
consumers researching before they buy on a different device
It’s important to test to compare an aggressive mobile strategy versus a traditional strategy,
where mobile sees little or no traffic
26. 26
Google Shopping
60% paid search budgets go through Google Shopping and set to continue
to rise in 2016
Many ways to optimise a product feed. Attributes are essential for running a
Google Shopping campaign
Make sure your product pages are accurate. Regular cause of disapprovals
is inconsistency of prices in the feed and on page
Create a Goal-Led Structure. Use your targets and marketing plans to find
the best way to run your Google Shopping campaign
Use Custom Labels for promotions, high/low ROI or seasonal promotions.
Helps structure campaigns/ad groups, and decisions on bid changes
27. 27
Google Shopping
Optimising feeds is time consuming and complex. Hard to stay on
top of but imperative to the success of your campaign
Consider the use of Feed Management companies (Feed Spark)
Automatically detect gaps in the data
and issues in your optimisation and fixes
them.
Work in sync with Google’s algorithms to
grow relevancy and CTR.
Unique definition of data quality,
generating improved product names and
keywords – improve your CTR.
28. 28
YouTube & Shopping
Over billion users a day, hundreds of millions of hours watched and billions
of views
Key focus is branding – remember this when setting KPIs
In-stream video ads more shoppable with TrueView for Shopping displaying
product details/images, and click to purchase
50% of views come from mobile devices it works seamlessly across mobile
phones, desktops, and tablets
Scale process by integrating Google Merchant Center, dynamically adding
products to videos
Ads customised for each user through contextual and audience signals
Brands participating in Googles early tests of TrueView for shopping have
seen strong results for driving interest and sales
29. 29
Vote 2
What are your biggest fears of putting budget into
Display and YouTube?
Fear of unknown
Justifying Budget
Understanding value
Measurement
Business buy in
30. 30
Local Inventory Ads
Local inventory ads - key for
retailers with store presence
Make stock in your local shops
accessible to people shopping
online and on the go
Offers same rich product information
as a Product Listing Ad plus in-store
availability of stock
Visit local storefront page to view
stock, store hours, directions
Macy’s case study demonstrates
the power of LIA
https://youtu.be/L62N0XOsmgU
31. 31
Paid Social
Increase brand awareness - Facebook Video View
ads/ Twitter Promoted Videos
Align targeting with target personas
Reach users similar with Lookalike audiences
Carousel link ads - strong CTR
Remarket to website audiences - strong CR
Promoted Pins – target the user by relevant
keywords. Only use pins from your own created
board
LinkedIn powerful B2B targeting at industry/ job title
Facebook/Twitter should also be consider if strong
engagement rate from organic social activity
LinkedIn’s Direct Sponsored Content and
Sponsored Updates has higher engagement rate
32. 32
The Instore Opportunity
The In-Store Opportunity
Look at your products, target market and number of stores. It’s important to measure
the in-store attribution for all online activity.
Look at methodologies:
Do you have a Reserve & Collect?
Calculate % of store locator users who visit stores without reserve & collect
Find out the % of store footfall which actually purchases
Work out the in-store average order value
Track how many users click on ‘Store Locator’
Build a metric using this data used to report and optimise on
Is there value as research tool to drive instore? Build measurement in GA
33. 33
Vote 3
What Paid Search tactic do will have biggest
impact on your paid search strategy in 2016?
AdWords Audit and Restructure
Shopping Optimisation
Paid Social
Call Tracking
Conversion Rate Optimization
34. 34
Maximising Revenue with Bid Management
With bid management tool selection you need to look at cost versus benefits. Our
selected bid management platform is Kenshoo for more than one reason:
Easy to schedule and make editorial changes across multiple publishers
Advanced search features to make changes to unlimited number of keywords
Only way to schedule mobile bid changes by time of day - can’t do this in
AdWords
Various Macro Excel Reports saving hours on reporting
Cross Publisher Reporting and clear Attribution insights and reporting
Customise your own view and Dashboard Report
Multiple Dimensions of campaign data to split non-brand vs. PLA. Vs. brand
Custom Metrics – measure other goals (downloads or store locator)
……what stands it apart now is its ability in strategic bid optimisation with KPO.
35. 35
Maximising Revenue with Bid Management
Case Study 1:
For a large car buying brand we are driving 120% more traffic year on year, at a 5%
cheaper cost per click, generating over 10,000 more leads! Not surprising when you
consider over a 30 day period Kenshoo has made 82,500 bid changes.
Case Study 2:
For a large online retailer we are driving 45% more traffic from just 28% more spend.
ROI has stayed on target ROI and same YoY despite more spend. It also dropped
CPC’s on Mobile by 30% but increased traffic.
This resulted in mobile ROI on KPO campaigns being 17% better than non-KPO
campaigns. The results are not surprising when you consider that over a 30 day period
Kenshoo has made over 1million bid changes.
36. 36
The Value of Calls
The value of calls paid search drives can go unnoticed. This can be detrimental to a
campaign performance.
Case Study:
We noticed a drop off in online conversions. We identified that this was due to an
increase in call centre staff, able to follow up and convert the on leads more quickly.
As they tracked these call as PPC leads we could feed this data back into our
campaigns and found 20% of all paid search bookings were made via the call centre.
We focussed on driving as many leads as possible and drove 114% more bookings
YoY from just 90% more spend.
Think about how your consumers want to engage with you and how they
can purchase.
At the very basic level use Googles click to call but also consider tools like
Response Tap or Infinity – track all you media effectiveness this way
37. 37
Importance of Forecasting
Paying for every click means your number one focus will always be what ROI can
I expect from budget and how can I improve ROI?
Majority of budget will be spent on AdWords we always start by auditing an
AdWords account to see where we can improve the bottom line
39. 39
Paid Search and SEO Integration
Brands with a local presence can have SERP domination
Stats show when both are listed together CTR increases on both
Integrated approach = efficiency, opportunities, revenue, speed to align budgets/strategy
Focus on how Paid Search supports SEO. Make sure you focus on attribution
Think about how content (eBooks, infographics) can be utilised in Paid Search
Understand the keyword opportunities from Paid Search to inform your SEO focus
40. 40
Summary – questions please!
Maximise AdWords
Mobile still growing –
are you moving with it?
Shopping - quality is
king
Are you tracking all
touch points
Visibility, forecasting
and targets are crucial
Integration – are you
reaping the benefits?
AdWords Audits from £900.
Call 01543 410014 or
contact us via the web
Run your AdWords audit:
Download our Best Practice
AdWords Audit
Connect your AdWords
account to bidcops.com