This document provides questions that performance marketers should ask themselves in 2021 to stay relevant in the evolving digital marketing field. It suggests examining best practices like optimizing product title structures for different categories in Google Shopping and testing different title formats. It also recommends evaluating one's search campaign structure and whether it can be simplified now that Smart Bidding optimizes bids at the query level. The document advises assessing where one's business falls on the ROI curve and looking at what percentage of transactions may be missed due to tracking restrictions as privacy policies change. Finally, it proposes segments like location, devices and audiences that could be used to adjust conversion values.
1. Каквo е Attribution и защо да ме интересува?
2. Какви решения за Attribution предлага Google?
3. Как да извлека максимална полза от инструментите, които са ми на разположение?
This sample chapter from the Marketing Rockstar's Guide to Marketo shows you how to use Marketo for list management and stellar deliverability.
Also remember to sign up for new chapters! Sign up here: http://eepurl.com/sR1EL
SMXL Milan - How to Predict Your Quality Score before you have your first imp...Booster Box
Quality score is the magic behind Google Ads. Quality Score can be reverse engineered in the main components. CTR is a big portion of it. We present a script to predict ad-query relevancy and CTR on Ads that have never been run before.
Accomplished digital marketing professional with 10+ years experience in various part of digital marketing, SEO, SMO, Google Ads and Anaytics, Lead generation, leads life cycle, sale and marketing strategy
Attribution and Segmentation: Why combining data is essential for marketing s...marketingfinder
Segmentation is a vital component of any marketer’s strategy - it allows for better targeting of consumers, which can lead to increased customer retention, and ultimately, business growth.
There are ways in which brands can utilise their segmentation data in conjunction with attribution to enrich both datasets and increase their value even further. Marketers who achieve this gain both greater insight into what drives their consumers to purchase and the true value of their marketing efforts beyond the first sale. This is crucial information in a world where paths to conversion are so complex.
Join senior experts from Rakuten Attribution as they demonstrate:
- The segmentation challenges marketers face today
- The basics of attribution data
- How to use attribution data to change how you market to different segments
- Why attributing to lifetime value is crucial
- How to use segmentation data to influence attribution
1. Каквo е Attribution и защо да ме интересува?
2. Какви решения за Attribution предлага Google?
3. Как да извлека максимална полза от инструментите, които са ми на разположение?
This sample chapter from the Marketing Rockstar's Guide to Marketo shows you how to use Marketo for list management and stellar deliverability.
Also remember to sign up for new chapters! Sign up here: http://eepurl.com/sR1EL
SMXL Milan - How to Predict Your Quality Score before you have your first imp...Booster Box
Quality score is the magic behind Google Ads. Quality Score can be reverse engineered in the main components. CTR is a big portion of it. We present a script to predict ad-query relevancy and CTR on Ads that have never been run before.
Accomplished digital marketing professional with 10+ years experience in various part of digital marketing, SEO, SMO, Google Ads and Anaytics, Lead generation, leads life cycle, sale and marketing strategy
Attribution and Segmentation: Why combining data is essential for marketing s...marketingfinder
Segmentation is a vital component of any marketer’s strategy - it allows for better targeting of consumers, which can lead to increased customer retention, and ultimately, business growth.
There are ways in which brands can utilise their segmentation data in conjunction with attribution to enrich both datasets and increase their value even further. Marketers who achieve this gain both greater insight into what drives their consumers to purchase and the true value of their marketing efforts beyond the first sale. This is crucial information in a world where paths to conversion are so complex.
Join senior experts from Rakuten Attribution as they demonstrate:
- The segmentation challenges marketers face today
- The basics of attribution data
- How to use attribution data to change how you market to different segments
- Why attributing to lifetime value is crucial
- How to use segmentation data to influence attribution
Learn how data can help you better target and engage buyers
Justin Gray, Founder and CEO of LeadMD, gives you a set of tools that will help you design, implement and succeed with applying buyer intelligence and predictive data modeling to build intelligent buyer personas
5 Simple Secrets to Totally Rocking Your Digital Marketing ROIDigital Vidya
Wish to know '5 Simple Secrets to Totally Rocking Your Digital Marketing ROI'. You will find this deck presented by Rajeev Sharma, CTO & Co-Founder, GreyBox Technologies during Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with ...e-dialog GmbH
Marketers get a better understanding of performance when looking across all marketing touchpoints. However, putting multi-touch attribution in place can be a difficult and time-consuming challenge. Learn how Google is working to make smarter attribution available for all marketers.
En gennemgang af mulighederne der inden længe kommer fra Google, via Mobile og Mobile Search. Vi er igang med at udarbejde en "Guide til Mobile Optimization".
How to increase sales up to 90% and maximizing efficiency for the same marketing budget.
I also included 2 digital transformation trends that together with my associates we confirmed that are already happening and increasing their frequency.
Google shopping q4 webinar jason bell and se mrushsemrush_webinars
Google Shopping consistently proves itself as a top-performing advertising channel for retailers during the busy holiday shopping season. The program is anticipating more advertisers and more spend this year than ever before.
This presents a problem: With more competition, how can you take a more aggressive approach while maintaining – if not improving – profitability? This thorough, practical course will walk through the most pertinent Shopping strategies that sophisticated retail Marketing Managers should test for the high-traffic season.
The Search Term Report is at the core of optimization. This is getting harder due to changes to match types. Boost your keywords by mastering the Google Search Term Report and find key ways to automate the STR.
Architecting Nurture Programs with Predictive Sales & MarketingInfer
Predictive analytics has successfully proven its value for B2B through home run use cases like sales prioritization, lead filtering, and marketing campaign optimization. Today, many companies are ready to accelerate their predictive journey and add even more value for the business by re-architecting nurture programs into intelligence campaigns.
While lead nurturing often feels like a big effort with a longer payback period than other programs, it can be a fruitful program when you take a strategic approach that facilitates, rather than disrupts, the customer journey. Leveraging predictive models, you can establish clear and logical nurture workflows that increase conversions and drive material revenue by unlocking massive untapped value. This deck covers 3 simple nurture campaign flows to finally deliver on the true intention of lead nurturing using predictive as your guide.
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: The Nine Billion Ads Of Search. PRESENTATION: Making Waves In Search - Given by Virginia Tonning, @Vtonning - Schneider Electric, Global Manager of Paid Search. #SMX #12B
Generating leads with Inbound MarketingAndrew Shaw
The world of marketing is changing fast. In this presentation, we describe the role of marketing in the Facilities Services sector and how the marketing team can make a real difference.
This deck will help you learn how you can leverage Marketing Metrics from the webinar led by Dr. Som Singh, Founder & Chief Marketing Advisor at Unspun Consulting Group. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.
Have you ever taken over a paid search account and thought, “What were they thinking?” Make sure you don’t make those mistakes! Account structure is an important but often overlooked part of paid search success. At Hero Conf London, Sean Murphy showed us the most impactful changes you can make to your account structure to drive paid search performance.
Learn how data can help you better target and engage buyers
Justin Gray, Founder and CEO of LeadMD, gives you a set of tools that will help you design, implement and succeed with applying buyer intelligence and predictive data modeling to build intelligent buyer personas
5 Simple Secrets to Totally Rocking Your Digital Marketing ROIDigital Vidya
Wish to know '5 Simple Secrets to Totally Rocking Your Digital Marketing ROI'. You will find this deck presented by Rajeev Sharma, CTO & Co-Founder, GreyBox Technologies during Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with ...e-dialog GmbH
Marketers get a better understanding of performance when looking across all marketing touchpoints. However, putting multi-touch attribution in place can be a difficult and time-consuming challenge. Learn how Google is working to make smarter attribution available for all marketers.
En gennemgang af mulighederne der inden længe kommer fra Google, via Mobile og Mobile Search. Vi er igang med at udarbejde en "Guide til Mobile Optimization".
How to increase sales up to 90% and maximizing efficiency for the same marketing budget.
I also included 2 digital transformation trends that together with my associates we confirmed that are already happening and increasing their frequency.
Google shopping q4 webinar jason bell and se mrushsemrush_webinars
Google Shopping consistently proves itself as a top-performing advertising channel for retailers during the busy holiday shopping season. The program is anticipating more advertisers and more spend this year than ever before.
This presents a problem: With more competition, how can you take a more aggressive approach while maintaining – if not improving – profitability? This thorough, practical course will walk through the most pertinent Shopping strategies that sophisticated retail Marketing Managers should test for the high-traffic season.
The Search Term Report is at the core of optimization. This is getting harder due to changes to match types. Boost your keywords by mastering the Google Search Term Report and find key ways to automate the STR.
Architecting Nurture Programs with Predictive Sales & MarketingInfer
Predictive analytics has successfully proven its value for B2B through home run use cases like sales prioritization, lead filtering, and marketing campaign optimization. Today, many companies are ready to accelerate their predictive journey and add even more value for the business by re-architecting nurture programs into intelligence campaigns.
While lead nurturing often feels like a big effort with a longer payback period than other programs, it can be a fruitful program when you take a strategic approach that facilitates, rather than disrupts, the customer journey. Leveraging predictive models, you can establish clear and logical nurture workflows that increase conversions and drive material revenue by unlocking massive untapped value. This deck covers 3 simple nurture campaign flows to finally deliver on the true intention of lead nurturing using predictive as your guide.
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: The Nine Billion Ads Of Search. PRESENTATION: Making Waves In Search - Given by Virginia Tonning, @Vtonning - Schneider Electric, Global Manager of Paid Search. #SMX #12B
Generating leads with Inbound MarketingAndrew Shaw
The world of marketing is changing fast. In this presentation, we describe the role of marketing in the Facilities Services sector and how the marketing team can make a real difference.
This deck will help you learn how you can leverage Marketing Metrics from the webinar led by Dr. Som Singh, Founder & Chief Marketing Advisor at Unspun Consulting Group. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.
Have you ever taken over a paid search account and thought, “What were they thinking?” Make sure you don’t make those mistakes! Account structure is an important but often overlooked part of paid search success. At Hero Conf London, Sean Murphy showed us the most impactful changes you can make to your account structure to drive paid search performance.
Web Marketing Academy India brings you the monthly series of Digital Marketing Training Programs for public in Bangalore. For more details visit: www.webmarketingacademy.in
Introduction To Paid Search Dave Chaffey For SesDave Chaffey
I was asked by the Search Engine Strategies programming team to deliver this 1 hour intro to paid search for the many attendees who are new to search engine marketing. As well as covering the key areas important to success it also introduces some of the latest developments in paid search
This presentation was given by Jeff Sauer on 10/19/2012 to the Midwest Marketers Group of E-Commerce and Catalog Marketers. The presentation was held in Minneapolis and covered four major topics:
* Advanced PPC Tactics
* Self PPC Management Tips
* How to get the most out of your PPC Agency?
* How to become a better client to PPC agencies
Matouš Ledvina na PPC Date #3. Používáte smartbidding? A pokud ano, používáte ho správně? Společně se můžeme podívat na to, jak vypadají automatizované kampaně podle standardu roku 2021 nebo třeba proč volná shoda není sprosté slovo.
Leveraging Micro-Moments: Using PPC When It Matters MostHanapin Marketing
As a marketer, your biggest opportunities are in the smallest moments. Reaching your customers in moments that matter, in a way that is relevant to their intent and context is not only needed, it’s absolutely essential to your brand. You should understand this new behavior (micro-moments) and take action to address it, as hearts, minds and dollars are won or lost in these moments.
Join experts from Google and Hanapin Marketing as they set the foundation of understanding these important micro-moments and discuss actionable PPC tactics, like remarketing for search and display and bid strategies, to boost your account’s performance during these moments.
You’ll get expert-level PPC tips like:
How to segment and reach your customers at any point in their purchase journey
Targeting bottom of the funnel customers with long tail keywords
Using remarketing lists to bring in new visitors
http://www.pointit.com - This presentation discusses new Google Ad formats, the content network, international PPC, GEO targeting PPC, and working with search engine representatives.
"Come sfruttare l'automation in Google Search" Piero Marlia - GoogleAdplify
Google Ads si è evoluto molto negli ultimi anni grazie agli avanzamenti del Machine Learning e al tentativo di avvicinarsi sempre di più ai bisogni degli inserzionisti. Scopriamo quali sono le best practice di utilizzo dell'Automation in Google Search al giorno d'oggi e come massimizzare la performance delle vostre campagne.
AI Date #2: Barbora Malinovská - Umělá inteligence - hard human problemTaste
Keynote vyzdvihující množství příležitostí, které díky umělé inteligenci máme. Česká republika přetéká mnoha talenty, kteří digitálu opravdu rozumí a často ho dělají na světové úrovni. Chce to ale mít odvahu, převzít iniciativu a začít „do toho“ opravdu šlapat.
PPC Restart 2024: Aneta Holá - Příprava na konec 3rd party cookies z pohledu...Taste
Kdo se na konec 3rd party cookies v Chrome aktivně nepřipraví, bude si pak rvát vlasy. Probereme konkrétní tipy, jak se připravit z pohledu implementace. Co si už teď zkontrolovat a upravit? O jaké informace obohatit datovou vrstvu? Jak upravit měřící skripty Mety, Google, Sklik? Budeme řešit konkrétní ukázky implementací a nastavení v GTM. Podíváme se i na novou technologii Google Privacy Sandbox.
PPC Restart 2024: Jan Tichý - Dejte sbohem 3rd party cookiesTaste
Google odložil ukončení podpory 3rd party cookies až na začátek příštího roku. I tak „cookie apokalypsa“ zůstává v online reklamě tím nejdůležitějším tématem letošního roku. Je totiž jasné, že dříve či později stejně přijde. Dostali jsme teď jenom čas se na vše lépe připravit. Honza zarámuje celý problém a vysvětlí základní pojmy, aby na něj mohlo několik dalších přednášek navázat v hlubším záběru.
PPC Restart 2024: Vít Rutkovský - Jak AI a hluboké učení transformují persona...Taste
Připojte se k nám na cestě do budoucnosti marketingu, kde hluboké učení a AI otevírají nové horizonty pro personalizovanou reklamu. Objevte, jak technologie umožňuje zvyšovat zapojení uživatelů přesně mířeným a atraktivním obsahem, který rezonuje s jejich přáními a potřebami. Poznejte, jak škálování inovativních reklamních formátů může maximalizovat dosah vaší komunikační strategie, transformující každý dotek s zákazníkem na jedinečný zážitek.
PPC Restart 2024: Zuzana Slepánková - Od experta k lídrovi: cesta k úspěšném...Taste
Je role Leader automatický next step pro každého PPCčkaře? A je tato role vhodná pro každého? Jaké jsou klíčové kroky a dovednosti potřebné pro úspěšný vývoj kariéry od juniora až po teamleadera? Tato prezentace je určena pro všechny, kteří chtějí posunout svou kariéru v PPC na další úroveň a pro ty, kteří chtějí efektivně vést a inspirovat svůj tým.
PPC Restart 2024: Milan Cidilo - Tvorba kreatívy a Paid social kampaní s využ...Taste
Ako pristupovať k tvorbe kreatívy od analýzy až po spustenie kampane. Všetko, čo potrebujete vedieť ako pripraviť forecast, nastaviť ciele až po pokročilé optimalizačné a iteračné metódy kampaní a kreatív. Testing je pomerne náročná vec a keď k tomu nepristupujete správne, tak len strieľate do tmy.
PPC Restart 2024: Roman Doležal - Jde to i bez cookies?Taste
Jak se přizpůsobit novým podmínkám v digitálním marketingu se Seznamem? Představíme osvědčené postupy a cílení, která vám pomohou udržet výkon vašich (nejen) Sklikových kampaní. Získáte tak nezbytné znalosti, které se hodí v nové éře bez cookies, která se neúprosně blíží.
PPC Restart 2024: Jiří Markytán - Pokročilé optimalizační metody: Nový standa...Taste
Jak získat maximální potenciál z reklamních kampaní, když už ROAS nestačí? Zajistěte klientovi růst nejen obratu, ale také jeho marže! Na přednášce si na konkrétních příkladech z praxe představíme možnosti využití této strategie a mám pro vás i bonusové téma na závěr. Těším se na vás!
PPC Restart 2024: Jiří Hradský - Využívání dat pro PPC z pohledu právaTaste
Nastavení PPC reklam je v dnešní době efektivní zejména při využití cookies a obdobných technologií. Právě cookies ovšem z pohledu práva v poslední době zaznamenaly zásadní změny. Jak se tváří právo na cookies a jiné technologie pracující s daty? Jak mít správně nastavené souhlasy a jak probíhá kontrola ÚOOÚ, pokud něco není v souladu? Praktický průvodce světem práva a PPC. Na přednášce bych rád představil také naši nedávnou zkušenost z komunikace s některými státními institucemi, které mají na webech implementováno Matomo Analytics.
PPC Restart 2024: Petr Bureš - Jak zbytečně nepálit peníze za špatný traffic?Taste
Přivádět traffic, který má konverzní potenciál, je základ. Hlavně u produktů s delší konverzní cestou nebo u "middle of the funnel" kampaní ale potřebujete zvyšovat jistotu, že neutrácíte peníze zbytečně. Na konkrétních metodách si ukážeme, jak můžete posunout vyhodnocování a dopad vaší práce.
PPC Restart 2024: Vít Janda - E-commerce a Generace Z pohledem výkonnostního ...Taste
Co vidíme na datech z TikTok reklam, krátkých videí napříč sociálními sítěmi o této skupině nakupujících, která bývá často stále podceňovaná? Generace Z tvoří 1/3 světové populace a jednou se stane největší kupní silou na trhu. Co je z pohledu výkonnostního marketingu klíčové pro přilákání této cílovky? Dozvíte se v přednášce protkané daty, statistikami a ukázkami, které pro vás připraví Vít Janda, spoluzakladatel a CEO agentury ShortPRO.
PPC Restart 2024: David Janoušek - Nepostradatelné dovednosti marketéra v roc...Taste
V dnešním dynamickém světě marketingu je adaptace nutností nikoliv možností. Jak se ale stát univerzálním markeťákem, který zvládá vše od umělé inteligence přes kreativní procesy až po technické nastavování marketingových systémů a provádění výzkumů? Tím nás provede Keynote letošního PPC Restartu.
E-mail Date #2: Jan Krčmář - Retence a RFM: jak pomocí e-mailingu navýšit hod...Taste
První zákazníkova objednávka často nanejvýš pokryje náklady utracené za jeho akvizici. Skutečná hodnota se projeví až při opakovaných objednávkách. Díky retenčním kampaním, které jsou oproti ostatním digitálním kanálům levné, lze hodnotu zákazníků znásobit. Ukážeme si vybrané use-casy a podíváme se na to, jak nám s retencí pomůže analýza RFM.
Project Restart 2024: Hana Březinová - Psychologické tipy pro práci s lidmi n...Taste
Praktická a pragmatická přednáška, kterou psal sám život. Jako kouč manažerů mám příležitost slyšet spousty příběhů a úskalí ve vedení lidí a projektů. Až mě překvapuje, jak to máme všude stejně! A tak jsem zkombinovala reálné příběhy a problémy z firem s tím, co o jejich řešení ví psychologie. Nepřijímání zodpovědnosti, nespolupracující týmy nebo nevyhovující chování, jsou témata na která se podíváme zblízka. Psychologie má odpověď na to, proč se to děje a já pro vás budu mít nápady, jak si nasadit brýle „detektiva a psychologa“ a dobrat se vhodného řešení těchto zapeklitých situací. Prakticky si to rozebereme a dostanete tipy, co s tím.
Project Restart 2024: Martin Vasquez - Inteligence je schopnost reagovat na z...Taste
Může improvizace na projektu přinést něco pozitivního? Nebo je to jen nutné zlo? Jedinou jistotou v projektu jsou změny. Jak na ně kreativně reagovat, jak vytěžit maximum ze selhání jednotlivců i týmů, jak komunikovat pod stresem? Na to odpoví tato přednáška.
Project Restart 2024: Pavel Minář - Procesy pro lepší projektyTaste
Pojďme se podívat na to, proč padají letadla. Nebo proč si chirurgové neumývají ruce. Proč termín od ajťáka máte vždy vynásobit dvěma. Proč? Protože lidi kašlou na procesy. Přitom procesy jsou všude. Dokonce K+M+B, co máte na dveřích, je proces.
Project Restart 2024: Karel Smutný - Specializace patří do 19. stoletíTaste
Úzce specializovaní lidé a týmy vypadají na první pohled efektivně, protože znají svou doménu do hloubky. Při pohledu z větší dálky ale uvidíme, že řada z nich nepřispívá k byznysovým prioritám, protože když jejich specializace zrovna není třeba, „něco si najdou“. Zatímco jiní jsou přetížení. Jak umožnit lidem i týmům rozvíjet více specializací, aby mohli lépe následovat priority?
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
How to Add Chatter in the odoo 17 ERP ModuleCeline George
In Odoo, the chatter is like a chat tool that helps you work together on records. You can leave notes and track things, making it easier to talk with your team and partners. Inside chatter, all communication history, activity, and changes will be displayed.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
MATATAG CURRICULUM: ASSESSING THE READINESS OF ELEM. PUBLIC SCHOOL TEACHERS I...NelTorrente
In this research, it concludes that while the readiness of teachers in Caloocan City to implement the MATATAG Curriculum is generally positive, targeted efforts in professional development, resource distribution, support networks, and comprehensive preparation can address the existing gaps and ensure successful curriculum implementation.
Executive Directors Chat Leveraging AI for Diversity, Equity, and InclusionTechSoup
Let’s explore the intersection of technology and equity in the final session of our DEI series. Discover how AI tools, like ChatGPT, can be used to support and enhance your nonprofit's DEI initiatives. Participants will gain insights into practical AI applications and get tips for leveraging technology to advance their DEI goals.
A workshop hosted by the South African Journal of Science aimed at postgraduate students and early career researchers with little or no experience in writing and publishing journal articles.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
2. Confidential + Proprietary
Why this deck, why these questions?
1. Field of digital marketing is constantly evolving, if you want to stay relevant we
need to evolve too
2. Looking for improvements in age of massive automation
3. Inspiration for others to examine this topics, perhaps continue in this kind of
questioning
4. Some of the questions should be asked by everyone some of them are for
people looking for minor fine tuning
4. Confidential + Proprietary
The more keyword-rich product titles see a CTR uplift of 18%; while the
CTR increase on the exact query match was 88%
Search Engine land case study
5. Confidential + Proprietary
Basic naming structure: Brand + Product + Attributes (color, size, weight)
Apparel Brand + Gender + Product type + Attributes (color,
size, style, material)
Ann Taylor Women’s Black Slacks Size 6
Consumable or
nutritional goods
Brand + Product type + Attributes (flavor, quantity,
weight, count)
TwinLab Super CoQ10, 50 mg, 60 caps
CE or Hard goods Brand (manufacturer) + Product type + Attributes
(size, weight) + Model#
Target, Patio Wicker Chair Set, Brown, 4-
Piece
Televisions
electronics
Brand (manufacturer) + Attribute +Product + Model
#
Brand +Product + Attribute + Model #
Vizio 52” TV, Black, #A783x63
Seasonal/Holiday Occasion + Product type + Attributes (color, size,
weight)
College Grad 2013 Storage Box Gift, Silver
If product is…. Use this structure: Example
Best practices for product titles per vertical
6. Confidential + Proprietary
Ideas for title A/B testing
● Position - experiment with the placement of a specific attribute, for example, Brand name at the front vs at the end of
a title
● Keep or Toss - there are many product attributes that might be relevant from the customer’s perspective, but what is
their actual impact on your ads? Examples: color, size, material etc.
● Synonyms - find words that really speak to your audience and are well aligned with their culture, eg. While in the US,
are you gonna say 'grill' or 'BBQ'?
● Abbreviations - do you have words in your titles that are commonly shortened to abbreviations? It could be your
Brand name or any one of the attributes.
● Length - what kind of titles work best for your audience: very short or maybe more descriptive?
Title testing methodology & ideas
● Set timing for the test
● KPI
a. Search term coverage (# of new queries, what type are new queries brand/generic)
b. CTR in the exact match or overall including new queries (second grade metric conv. rate)
● Divide products in category based on last 90 days performance similarities
8. Confidential + Proprietary
Google's Smart Bidding has opened the door for advertisers to safely simplify their accounts
without sacrificing performance. In fact, following the best practices actually lead to
increased performance!
*Source: uLab study - How specialists work with keyword match types?
● 40% specialists creates campaigns in 2 variants
(eg. Exact match plus phrase match)*
● About 30% specialists admitted adding all match
types to each Ad Group*
9. Confidential + Proprietary
Proprietary + Confidential
Why doesn’t Smart Bidding need a granular account structure?
#1 #2 #3
It bids auction-time
& at the query-level
It uses a combination
of signals to set the
best bid
It optimizes based on
data from all of your
campaigns
12. Confidential + Proprietary
Steps for simplifying accounts:
Consolidate traffic
into fewer and larger ad
groups and campaigns
Broaden match types
under Smart Bidding
Leverage RSA and
dynamic features for
Creatives
1 2 3
13. Confidential + Proprietary
Consolidate traffic based on objective...
1
Smart Bidding
Match
type
adgroup
adgroup
adgroup
adgroup
adgroup
adgroup
adgroup
adgroup
adgroup
Device
adgroup
adgroup
adgroup
adgroup
adgroup
adgroup
adgroup
adgroup
adgroup
Audienc
e
adgroup
adgroup
adgroup
adgroup
adgroup
adgroup
adgroup
adgroup
adgroup
adgroup
adgroup
adgroup
DSA
All Match Types, Devices,
Audiences, DSAs, etc.
Manual Bidding
Broad Match Campaign
Exact Match Campaign
Phrase Match Campaign
Mobile Campaign
Desktop Campaign
Tablet Campaign
10 day (RLSA) Campaign
20 day (RLSA) Campaign
30 day (RLSA) Campaign
Dynamic Search Ads
Campaign 1 Campaign 2
tCPA 10$ tCPA 18$
14. Confidential + Proprietary
Audiences
Algorithms automatically
factor recency on 1st-
party Audience lists - add
the longest & largest list
possible to maximize
reach.
Device, Geo, Day, etc.
Algorithms factor in device,
physical location, time of
day, and a host of other
signals.
Keyword Match Type
Smart Bidding is auction-
time & query-level:
It is not necessary to
segment by match type or
single keyword ad groups
to boost optimization.
...by removing unneeded traffic segmentations...
1
15. Confidential + Proprietary
... moving to larger volume ad groups and campaigns
1
Try to maximize the number of impressions per ad group*.
Grouping themed keywords together helps us better understand the
intention of your keywords to select the best keyword + ad option to
serve.
A good way to consolidate traffic is to have each ad group point to a
single landing page. This will allow more volume and more variety of
queries per ad group, while still staying on-theme.
If not ready to consolidate campaigns, Portfolio Bidding is a
good place to start, as it allows you to optimize bids across
multiple campaigns to reach your performance goals
*Some automated features have volume thresholds, like the Performance Asset label for RSA which only
shows if there are 5k+ impressions per month in the ad group
16. Confidential + Proprietary
Consolidate traffic
into fewer and larger ad
groups and campaigns
Broaden match types
under Smart Bidding
Leverage RSA and
dynamic features for
Creatives
1 2 3
Steps for simplifying accounts:
17. Confidential + Proprietary
Broaden match types under Smart Bidding...
2
A broad match keyword covers all the
same queries as the same keyword in
narrower match types, plus more.
Broad Exact
Phrase
Note: not to scale
When using Smart Bidding, there
is no incremental gain to
having keywords repeated in
different match types.
18. Confidential + Proprietary
…and use fewer keywords with better results.
2
Set of queries
reached through a
single Broad match
keyword
Broad
keyword
Exact
Exact
Exact
Exact
Exact
Exact
Exact
Exact
Exact
Exact
Exact
Exact
Exact
Exact
Exact
Many exact keywords
would be needed to
achieve the same reach
as a broad match
keyword.
...and it’s likely that
business-relevant
queries are missed.
This strategy is time
consuming and
inefficient...
Smart Bidding allows you to safely cast a wider net with a broader match type, as bids are customized in real-
time to make sure you’re reaching business-relevant queries that help you achieve your KPIs.
19. Confidential + Proprietary
Broad match improvements are happening as we speak
Theming - Advertiser Agent New Trumping Hierarchy Quality Improvements
Smarter way for our system to
choose the best keyword in an
account when multiple keywords
are eligible for the same query so
that advertisers do not have to do
this themselves. Advertiser Agent
only works when there is more
than one keyword in the account
that is eligible to serve for a given
query.
Phrase and Broad Match
keywords that are identical to
the search term or the spell-
corrected search term are
preferred over other keywords
in the keyword selection process.
Previously, only an exact match
keyword received preference in
keyword selection.
Improve query understanding
signals by created a new machine
learning system based on
historically reported bad
matches from advertisers to
include in our search language
understanding model to exclude
poor matches and include
matches we may have previously
excluded.
Details at official blogpost.
20. Confidential + Proprietary
Consolidate traffic
into fewer and larger ad
groups and campaigns
Broaden match types
under Smart Bidding
Leverage RSA and
dynamic features for
Creatives
1 2 3
Steps for simplifying accounts:
21. Confidential + Proprietary
Leverage RSA and dynamic features for creatives
3
IF functions*
{=IF(<dimension>=<criterion>,text
to insert):default text}
*Currently compatible with ETAs
Ad customizers-
{LOCATION(Level):default text}
*Currently compatible with RSA
Dynamic Keyword Insertion
{KeyWord:default text}
*Currently compatible with ETAs & RSAs
Maintaining relevance between queries, ads and landing pages is key!
Use the power of machine learning to show
highly-tailored ads with Responsive Search Ads
Leverage dynamic features to deliver
customized ads without segmenting traffic
23. Confidential + Proprietary
We can also see that
client has potential
for effective growth
of Conversion value
Understanding auction potential helps with realistic expectations
July results with
current settings
(0.78 ROAS)
July results with
new settings
(0.5 ROAS)
Illustrative example
24. Confidential + Proprietary
ROAS Curve of market leader who has nothing to gain by lowering ROAS goal
Validate if performance planner is your best planning tool
Check your curves and performance planner accuracy!
Not so much market leader
25. Confidential + Proprietary
The amount of inventory
YoY and seasonal search query
growth for retail categories
targeted by My Happy Clothes.
Key factors impacting forecast in Performance planner
Validation with
Machine Learning
Forecast engine does forward
& backward measurements to
validate the accuracy of
forecasts. It measures running
campaigns against their actual
performance, and uses
machine learning to tweak
forecasts based on those
accuracy results.
The demand for that inventory
The pricing or cost-per-click changes
based on Auction simulation data over the
last 7 to 10 days.
Signals from Google
Ad auctions
Seasonality, CTR,
competitors, landing page,
time of day etc for My Happy
Clothes’ campaigns targeted
region and industry (retail).
27. Confidential + Proprietary
User expectations for online privacy are changing,
and policies & platforms are evolving in parallel
Platform Changes
Browser restrictions on use of cookies
Mobile OS restrictions on use of device identifiers
Regulation
Increase in restrictions on use of personal data
and additional requirements around user consent
User Privacy
Rising user expectations on Privacy
impacting measurement ecosystem
NEW
NEW NEW
28. Confidential + Proprietary
App
Invest in a durable foundation essential for all
conversion modeling
Google Tag Manager
Global Site Tag
OR
Web
Google Analytics 4
Firebase SDK
29. Confidential + Proprietary
increase in reported
Search conversions
+5%
Adopt products built on top of the global site tag & Google
Tag Manager for enriched first party data
#
what? where? who?
Enhanced
Conversions
Enhanced
Attribution
Consent
Mode
Google
Analytics 4
Uses advertiser’s hashed
customer data to fill in gaps
due to browser changes
Improves conversion signals for
video and display inventory when
third party cookies aren’t
available
Adjust tag behavior and fill in
gaps in conversions due to
consent banners
Provides most complete picture
of behavior and conversions
across Web and App
CM360/DV360 only
Google Ads only
Google Ads, Google
Analytics, SA360,
CM360/DV360
Google Analytics only
Web advertisers in non-
sensitive categories with
customer data
Web Advertisers using
CM360/DV360
App or web advertisers in
the European Economic
Area (EEA)
App or web advertisers
using Google Analytics
increase in reported
YouTube conversions
+12%
lost ad click to
conversion journeys
recovered due to user
consent choices
>70%
32. Confidential + Proprietary
Not all customers are equal in their business value after converting
A California-based bank
who is focused on LTV and
knows local Californians
spend twice as much over
time as those living
outside of California.
Before Value Rules, they
valued each customer
identically
A lead generation business
who knows mobile users
are worth on average $50
more than users
converting on other
devices, but can’t send
those on-the-fly when the
conversion tag fires
A financial services
provider who wants to
optimize towards LTV, and
knows that existing
customers with
brokerage accounts
invest more, so would like
to value those customers
twice as much
A retailer who is focused on
profit and wants to
optimize towards users
who are in-market for
running apparel, because
they know they are of
higher value to their
business
Geo location Google Audiences First-Party Audiences Devices
Transaction economy vs. customer view
33. Confidential + Proprietary
Until now we used audiences to optimise before transaction happened
Keep in mind:
Smart Bidding already uses signals like geo, device, and first-
party audience lists. If a user in one of those segments
converts better, and this is reflected in your reporting, Smart
Bidding already accounts for that.
Conversion value rules simply allow you to provide additional
value information that isn’t already reflected in your account
(for example, different margins for different devices or users,
or LTV considerations) and optimize in real time to those
values
34. Confidential + Proprietary
If you use Google Ads Conversion Adjustments, keep using it
Understand your segmented conversion values
Original value (rule applied): total original
value of conversions which then had a value
rule applied
Original value (no rule applied): total
recorded value of conversions that did not
have a value rule applied
Audience, Location, or Device: The net
adjustment when value rules were applied
After selecting the value rules adjustment segmentation, you will see the following
reporting on your campaigns page:
35. Confidential + Proprietary
Summary
1. Ask for yourselves if you know answers to these questions
2. Feel free to get inspired in finding solutions
3. Inspire others by sharing your solutions