From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: Shopping Campaigns: Play Like Every Day Is A Holiday. PRESENTATION: Strategies to Take Your Holiday Shopping Campaigns to Light Speed - Given by Todd Bowman, @toddbowman68 - Merkle, Director, SEM and Feeds. #SMX #14C
Bet on Bingeing: Why Content Consumption is the Key to Better Conversion Demandbase
Clicks, conversions and downloads only tell part of the story about how engaged your prospects are. To truly understand sales readiness and intent, B2B marketers need to identify bingeing behavior and act promptly when it occurs. Learn how leading organizations drive engagement and deliver better qualified sales opportunities.
Discover Your Audience Insights Through Paid MediaKoozai
The Paid Media platforms give us so much data insight into our audiences and this presentation shows you what information you can obtain and how you can then use it across all the different marketing channels
Overcome Holiday Marketing Challenges: How to Make the Best Use of Your Next ...Tinuiti
In this webinar, our Growth Media experts partnered with influencer marketing tool AspireIQ to discuss how you can get the best use out of your marketing spend during the holiday season, and see great results during a critical time of year.
The presentation will pave the way to offering some detailed insights into content personalization across channels and how a marketing strategy should be digressed by interrogating your present-day data and algorithmic changes. It also throws light into the importance of building real-life and data-driven personas specific to your target groups along with present-day dynamic content personalization waves that amplify both sales and marketing. It ends with covering a significant aspect of the upcoming disruptions in the customer engagement arena and how these changes will redefine the marketing strata for the coming decade.
Is content still king in 2020? Yes, content is alive and well, helping define your brand, build relevance and influence users towards conversion. Learn how to leverage content to draw disparate audiences into the funnel, make them stickier and improve life-time value. Helena will demonstrate what some of SEA’s biggest brands have done to drive growth through content and native amplification, and how you can apply these methods to your own brand.
Advanced International PPC - One Size Doesn't Fit All - HeroConf 2016Maddie Cary Deuel
Did you know that companies still set up spray & pray international PPC campaigns? Companies aren't doing this anymore when setting up campaigns targeting the US. Stop the madness! It's time to be better marketers. It's time to start setting up INTL campaigns with INTL consumers in mind. The session will close with the rapid fire 5-10 minutes of NEW actionable, tried, true & tested PPC tips & tricks that we've learned for the top 10 markets around the world. In this session, you'll learn:
How to do quality, effective localization without breaking the bank
Why a centralized, consolidated PPC team makes PPC agile & ROI+
What reasonable conversations around Goals & KPIs can or should look like by market or region
Bet on Bingeing: Why Content Consumption is the Key to Better Conversion Demandbase
Clicks, conversions and downloads only tell part of the story about how engaged your prospects are. To truly understand sales readiness and intent, B2B marketers need to identify bingeing behavior and act promptly when it occurs. Learn how leading organizations drive engagement and deliver better qualified sales opportunities.
Discover Your Audience Insights Through Paid MediaKoozai
The Paid Media platforms give us so much data insight into our audiences and this presentation shows you what information you can obtain and how you can then use it across all the different marketing channels
Overcome Holiday Marketing Challenges: How to Make the Best Use of Your Next ...Tinuiti
In this webinar, our Growth Media experts partnered with influencer marketing tool AspireIQ to discuss how you can get the best use out of your marketing spend during the holiday season, and see great results during a critical time of year.
The presentation will pave the way to offering some detailed insights into content personalization across channels and how a marketing strategy should be digressed by interrogating your present-day data and algorithmic changes. It also throws light into the importance of building real-life and data-driven personas specific to your target groups along with present-day dynamic content personalization waves that amplify both sales and marketing. It ends with covering a significant aspect of the upcoming disruptions in the customer engagement arena and how these changes will redefine the marketing strata for the coming decade.
Is content still king in 2020? Yes, content is alive and well, helping define your brand, build relevance and influence users towards conversion. Learn how to leverage content to draw disparate audiences into the funnel, make them stickier and improve life-time value. Helena will demonstrate what some of SEA’s biggest brands have done to drive growth through content and native amplification, and how you can apply these methods to your own brand.
Advanced International PPC - One Size Doesn't Fit All - HeroConf 2016Maddie Cary Deuel
Did you know that companies still set up spray & pray international PPC campaigns? Companies aren't doing this anymore when setting up campaigns targeting the US. Stop the madness! It's time to be better marketers. It's time to start setting up INTL campaigns with INTL consumers in mind. The session will close with the rapid fire 5-10 minutes of NEW actionable, tried, true & tested PPC tips & tricks that we've learned for the top 10 markets around the world. In this session, you'll learn:
How to do quality, effective localization without breaking the bank
Why a centralized, consolidated PPC team makes PPC agile & ROI+
What reasonable conversations around Goals & KPIs can or should look like by market or region
While the standard text ad is still arguably PPC marketers’ most used in the rolodex of ad types, AdWords is releasing more dynamic ad formats that are fluid, tailored, and lean away from keywords and instead use customer behavior audience data.
So how do you go about setting up these dynamic ads to test yourself? Here are my how-to setup instructions for 5 types of Dynamic PPC ads.
Today’s B2B buyer is digitally-driven, socially connected and has unlimited access to information. Marketing recognizes this shift, but Sales needs to be on board too. In this session, Jill Rowley shares why Social Selling – using social networks to build the relationships that drive revenue – is essential and how to implement it across your organization.
Case study looking at how a business to business organisation used digital marketing to double the number of inbound leads generated year on year.
This case study walks through the process, looking at initial questions such as 'what is a lead?', how to set targets for digital marketing activities, creating personas for the target audience. There are also some tips regarding content creation, how to distribute and share content online and how to convert those interested prospects into leads.
Demystifying Shopping: Uncover buying patterns & optimize for profitMike Ryan
No matter your attribution model, Shopping has an inherent chaos in it: the clicked vs. bought dilemma, an effect of the consumer journey sometimes called “the messy middle”. This is compounded by widespread misuse of ROAS. Tracking and optimizing based on order profit allows you to both capture valuable consumer insight and get to the true business value of the channel. It is also a stepping stone to more advanced measurements like CLV.
- The ROAS pathology
- ROAS as a profit proxy / KPI surrogation
- an inverted view: ACOS
- decomposing ROAS
- AOV: was the order profitable?
- Conversion rate: what actually converted?
- The Messy Middle
- boundless digital shelf x human biases
- clicked vs. bought dilemma
- you will partly misattribute revenue to products & categories
- Two Birds, One Stone
- tracking order margin will help you understand what converted and how profitable that conversion was
- studying orders opens a wealth of potential consumer insight
- The Holy Grail
- Order margin as a gateway to CLV etc
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
Forget about sales and marketing – today it’s all about SMarketing. Forget about B2C or B2B – it’s all B2H (Business to Human). And forget about the ‘funnel’ it’s time to embrace the flywheel! Ask yourself, how relevant is your brand today? And what will your brand experience feel like in 2030?
It starts with knowing your market. The generation X, Y and Z are already here but are you ready for the Alpha’s? In 1900 human knowledge was doubling every century, by 1945 every 25 years and today, every 13 months. Are you keeping up?
In this masterclass Tony will take a dive into the future and unpack what’s trending now so business leaders and marketers can future proof their businesses for the ride ahead. From website personalisation to voice search, social engagement to big data … strap on your seatbelt for this session!
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
How to Measure Digital Marketing - Google Analytics Metric & The Consumer Pathway Model.
Storm IMC presentation at the May 2016 Digital Marketing MasterClass Auckland.
Let's Get Visual, Visual! Turning Auction Insights Into Actionable Data - Her...Maddie Cary Deuel
Many know where to find the data in Google auction insights, but not how to translate it and make decisions off of it. During this session, we will demonstrate multiple ways to take complex, muddy auction data and turn it into clear, actionable graphs & visuals to help you quickly and easily identify what competitors are doing and what steps you can take to drive better PPC performance. In this session, you'll learn:
How to quickly & easily identify historical competitor performance and trends in your account
How to understand competitors’ bidding impact when you have 5-10+ competitors in auction
The CPC and Impression volume changes since Google removed all right hand ads
Which spying tools to use to get competitor alerts and gain insights on winning ads and landing page
What’s Next in Walmart’s Omnichannel Evolution Tinuiti
As the second-largest marketplace behind Amazon, Walmart is now massively disrupting the Retail Media landscape. This presents a huge opportunity for you to take your brand to the next level. In this session, we’ll take a deep dive into setup and advertising on Walmart.
From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: The Mad Scientists of Paid Search. PRESENTATION: Bidding Models Complex & Simple - Given by Sandeep Dey, @sdey - Groupon Inc, Staff Data Scientist. #SMX #11B
What Would Beyonce Do? 5 Fierce PPC Tactics To Make Your Account A Superstar ...Maddie Cary Deuel
What do PPC and Beyoncé have in common (besides everyone loving them?) They bring people together! In this session, paid search expert Maddie Cary reimagines Beyoncé hits to help your campaigns dominate the Google "charts,"
Discover how to generate demand for your products and services to increase your sales. Learn the demand generation process and content strategy that aligns with lead generation and the buyers journey to effectively increase revenue for your business.
Planning your 2020 Digital Marketing BudgetMilestone Inc
Q4 2019 approaches, which means it’s time to start thinking about your 2020 budget. This slide presentation is from a Milestone Inc. webinar discussion about the trends impacting the hotel industry in 2020 and the technologies and strategies that will be critical for digital marketing success in the coming year. Use this as a starting point to build your digital marketing plan for next year.
From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: Shopping Campaigns: Play Like Every Day Is A Holiday. PRESENTATION: Shopping Ads, Buy Buttons, Social-Commerce & Remarketing: How to Develop an Integrated Cross-Platform Strategy - Given by Ann Stanley, @annstanley - Anicca Digital, Managing Director. #SMX #14C
From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: The Mad Scientists of Paid Search. PRESENTATION: Advanced Google Shopping - Given by Andreas Reiffen, @crealytics - Crealytics, CEO. #SMX #11B
While the standard text ad is still arguably PPC marketers’ most used in the rolodex of ad types, AdWords is releasing more dynamic ad formats that are fluid, tailored, and lean away from keywords and instead use customer behavior audience data.
So how do you go about setting up these dynamic ads to test yourself? Here are my how-to setup instructions for 5 types of Dynamic PPC ads.
Today’s B2B buyer is digitally-driven, socially connected and has unlimited access to information. Marketing recognizes this shift, but Sales needs to be on board too. In this session, Jill Rowley shares why Social Selling – using social networks to build the relationships that drive revenue – is essential and how to implement it across your organization.
Case study looking at how a business to business organisation used digital marketing to double the number of inbound leads generated year on year.
This case study walks through the process, looking at initial questions such as 'what is a lead?', how to set targets for digital marketing activities, creating personas for the target audience. There are also some tips regarding content creation, how to distribute and share content online and how to convert those interested prospects into leads.
Demystifying Shopping: Uncover buying patterns & optimize for profitMike Ryan
No matter your attribution model, Shopping has an inherent chaos in it: the clicked vs. bought dilemma, an effect of the consumer journey sometimes called “the messy middle”. This is compounded by widespread misuse of ROAS. Tracking and optimizing based on order profit allows you to both capture valuable consumer insight and get to the true business value of the channel. It is also a stepping stone to more advanced measurements like CLV.
- The ROAS pathology
- ROAS as a profit proxy / KPI surrogation
- an inverted view: ACOS
- decomposing ROAS
- AOV: was the order profitable?
- Conversion rate: what actually converted?
- The Messy Middle
- boundless digital shelf x human biases
- clicked vs. bought dilemma
- you will partly misattribute revenue to products & categories
- Two Birds, One Stone
- tracking order margin will help you understand what converted and how profitable that conversion was
- studying orders opens a wealth of potential consumer insight
- The Holy Grail
- Order margin as a gateway to CLV etc
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
Forget about sales and marketing – today it’s all about SMarketing. Forget about B2C or B2B – it’s all B2H (Business to Human). And forget about the ‘funnel’ it’s time to embrace the flywheel! Ask yourself, how relevant is your brand today? And what will your brand experience feel like in 2030?
It starts with knowing your market. The generation X, Y and Z are already here but are you ready for the Alpha’s? In 1900 human knowledge was doubling every century, by 1945 every 25 years and today, every 13 months. Are you keeping up?
In this masterclass Tony will take a dive into the future and unpack what’s trending now so business leaders and marketers can future proof their businesses for the ride ahead. From website personalisation to voice search, social engagement to big data … strap on your seatbelt for this session!
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
How to Measure Digital Marketing - Google Analytics Metric & The Consumer Pathway Model.
Storm IMC presentation at the May 2016 Digital Marketing MasterClass Auckland.
Let's Get Visual, Visual! Turning Auction Insights Into Actionable Data - Her...Maddie Cary Deuel
Many know where to find the data in Google auction insights, but not how to translate it and make decisions off of it. During this session, we will demonstrate multiple ways to take complex, muddy auction data and turn it into clear, actionable graphs & visuals to help you quickly and easily identify what competitors are doing and what steps you can take to drive better PPC performance. In this session, you'll learn:
How to quickly & easily identify historical competitor performance and trends in your account
How to understand competitors’ bidding impact when you have 5-10+ competitors in auction
The CPC and Impression volume changes since Google removed all right hand ads
Which spying tools to use to get competitor alerts and gain insights on winning ads and landing page
What’s Next in Walmart’s Omnichannel Evolution Tinuiti
As the second-largest marketplace behind Amazon, Walmart is now massively disrupting the Retail Media landscape. This presents a huge opportunity for you to take your brand to the next level. In this session, we’ll take a deep dive into setup and advertising on Walmart.
From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: The Mad Scientists of Paid Search. PRESENTATION: Bidding Models Complex & Simple - Given by Sandeep Dey, @sdey - Groupon Inc, Staff Data Scientist. #SMX #11B
What Would Beyonce Do? 5 Fierce PPC Tactics To Make Your Account A Superstar ...Maddie Cary Deuel
What do PPC and Beyoncé have in common (besides everyone loving them?) They bring people together! In this session, paid search expert Maddie Cary reimagines Beyoncé hits to help your campaigns dominate the Google "charts,"
Discover how to generate demand for your products and services to increase your sales. Learn the demand generation process and content strategy that aligns with lead generation and the buyers journey to effectively increase revenue for your business.
Planning your 2020 Digital Marketing BudgetMilestone Inc
Q4 2019 approaches, which means it’s time to start thinking about your 2020 budget. This slide presentation is from a Milestone Inc. webinar discussion about the trends impacting the hotel industry in 2020 and the technologies and strategies that will be critical for digital marketing success in the coming year. Use this as a starting point to build your digital marketing plan for next year.
From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: Shopping Campaigns: Play Like Every Day Is A Holiday. PRESENTATION: Shopping Ads, Buy Buttons, Social-Commerce & Remarketing: How to Develop an Integrated Cross-Platform Strategy - Given by Ann Stanley, @annstanley - Anicca Digital, Managing Director. #SMX #14C
From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: The Mad Scientists of Paid Search. PRESENTATION: Advanced Google Shopping - Given by Andreas Reiffen, @crealytics - Crealytics, CEO. #SMX #11B
From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: What Advanced SEOs Should Know From The Google Raters Guidelines. PRESENTATION: Nothing Wrong, But Nothing Special: Taking Your Quality from Medium to High - Given by Ruth Burr Reedy, @ruthburr - UpBuild, LLC, Director of Strategy. #SMX #14A
From the SMX Advanced Conference in Seattle, Washington June 22-23, 2016. SESSION: What's New With Markup & Structured Data. PRESENTATION: What's New With Markup and Structured Data - Given by Aaron Bradley. #SMX #21A1
From the SMX Advanced Conference in Seattle, Washington June 22-23, 2016. SESSION: What To Do When Google Can't Understand Your JavaScript. PRESENTATION: What To Do When Google Can't Understand Your JavaScript - Given by Jody O'Donnell. #SMX #21A2
From the SMX Advanced Conference in Seattle, Washington June 22-23, 2016. SESSION: Big Data's Real Promise: Work Smarter, Not Harder. PRESENTATION: Big Data's Real Promise: Work Smarter, Not Harder - Given by Britney Muller. #SMX #21C1
From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: The Periodic Table of SEO Ranking Factors: 2016 Edition. PRESENTATION: The Periodic Table of SEO Ranking Factors: 2016 Edition - Given by Marcus Tober, @marcustober - Searchmetrics Inc, Founder/CTO. #MarTech #11A
From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: Using Paid Search & Social Together To Deliver The Ultimate Knock Out Punch. PRESENTATION: Paid Search & Social: The Ultimate Knock-Out Punch - Given by Maggie Malek, @magsmac - MMI Agency, Head of Social Media. #SMX #14B
From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: Searching For Shoppers: How To Succeed With Feed-Based Product Campaigns. PRESENTATION: How to Maximize Non-Brand Revenue for PLAs - Given by Todd Bowman, @ToddBowman68 - Merkle | RKG, Director, CSE and Feeds. #SMX #14B
How to Increase Your Facebook Dynamic Product Ads PerformanceTinuiti
Facebook is here to stay. Is your company making the most of the marketing opportunity that it has created? While some brands already have a well-developed social strategy, most retailers haven’t maximized Facebook as a marketing channel for their Brand.
Hear from the experts at AddShoppers and CPC Strategy during this two day mini-series. We’ll focus on both Organic and Paid strategies and leave you with actionable takeaways for driving the maximum amount of revenue from Facebook.
A brief introduction to the world of PPC aimed at college students with a broad interest in advertising or marketing. This presentation looks at the different fields of SEM, some of the basics of PPC and what skills to develop to get your foot in the door.
Join leading industry PPC experts, CPC Strategy, & leading predictive lifecycle marketing experts at Windsor Circle as they showcase proven strategies to acquire & retain customers at a more efficient & cheaper cost.
From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: Advanced Enterprise SEOs, Unite!. PRESENTATION: Enterprise SEO: The World Is In Your Hands - Given by Garth O'Brien, ishop - GoDaddy, Director & Global Head of SEO. #SMX #12A
From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: The Periodic Table of SEO Ranking Factors: 2016 Edition. PRESENTATION: What's Hot in SEO Ranking Factors - Given by Eric Enge, @stonetemple - Stone Temple Consulting, CEO. #SMX #11A
SEO company National Positions teams up with MixRank to share ecommerce marketing secrets even your top competitors don’t have. Find out how to boost business with advanced PPC strategies, compelling marketing, SEO tips, and conversion optimization. To learn more visit: http://www.nationalpositions.com/ecommerce-marketing.html
Unnecessarily Naked: The Digital Marketer's New ClothesInvoca
Modern data provides a multidimensional view of the customer, giving necessary insight into campaign and budget planning. Digital marketers feel like they’re well covered. But there is still a major dimension that is missing from most digital marketer’s view, leaving them naked to a critical data point - those high value, offline conversions. Creating a clear, accurate marketing plan and budget is tricky enough on it’s own, and it becomes especially challenging when you don’t have insight into all of your conversion points and accurate ROI.
Join Invoca CMO Eric Holmen and special guest Paul Wicker with Kenshoo, as they discuss how to get a complete picture of cross channel conversions, to create a complete and accurate marketing budget and plan. You’ll learn:
●How to leverage inbound call intelligence to get an accurate picture of your digital campaigns that convert offline
●How to overcome the challenges that come with connecting the data and budgets spread across multi-location and local campaigns
●How to accurately calculate the true ROI and budget of omni-channel campaigns
How to Build Your Brand with Kroger Precision MarketingTinuiti
Kroger Precision Marketing (KPM) is a robust Retail Media advertising solution that gives advertisers the necessary tools and options to accurately target their desired audiences by harnessing Kroger’s wealth of first-party data.
With KPM, you can build your brand presence on one of the nation’s largest grocery retailers – if you know how to best leverage the multitude of opportunities available!
In this webinar, Tinuiti’s Retail Media experts team up with Kroger to dive into everything you need to know to successfully launch and run on Kroger, including best practices that are road-tested.
Brand Building Besties: SEO & PPC Work Better TogetherGODigitalMarketing
It’s no secret local businesses need to use SEO and PPC strategies to meet more customers in the digital world, but did you know the two strategies actually boost each other?
If you are among the 66% of PPC users unhappy with their current results, the solution for your problem is Competitive Intelligence. Tools such as SEMrush and WordStream can show you how best to use your competition's data to formulate the most effective PPC strategy for the long-term. Join us for our joint webinar "How to Beat the Odds in AdWords with Competitive Intelligence" where we will expand upon the information in our companion ebook of the same name.
In this webinar, Navah Hopkins of WordStream and Michael Stricker of SEMrush will share how to:
-Identify your competitors and quantify their PPC investment.
-Learn from their campaign successes (and failures) to minimize your own risk.
-Gain a competitive edge with optimized landing pages.
Increase your Quality Score with ad copy relevance.
-And much more!
For more information about WordStream, visit www.wordstream.com.
Aquent/AMA Webcast: The New Moment of Truth: How Technology Has Influenced Pu...Aquent
In this session, Catherine Roe of Google will discuss why the consumer's changing media and shopping habits necessitate the inclusion of a digital strategy in your integrated shopper marketing plans. Also, how best-in-class companies have leveraged strong manufacturer, retail and media integration to drive sales & retail partnerships. Google will also present a case study on how search & display advertising has been proven to drive sales and ROI for a CPG company.
Crushing Your Amazon Competition: Analysis, Opportunity Gaps, and BenchmarkingTinuiti
In this webinar, we team up with ecommerce insights platform Profitero to discuss how to use this underutilized data to make the kinds of decisions about your business that will actually improve performance.
The Time for Execution in Retail Media Is Now: Priorities for 2022Tinuiti
In this session, we unpack two key concepts related to the expansion of DSPs using 1P retailer data. We'll also take a look at how brands can stand out in a retail media environment. (Spoiler - these two concepts are connected!)
Marketo Secret Sauce: Modern Marketing Case Study - Matt ZilliMarketo
Matt Zilli, Director of Product Marketing at Marketo, dives into Marketo's "secret sauce" and how to achieve better marketing results in the new digital age.
eCommerce 2014 Holiday Planning for SlackersChristi Olson
Did you wait until the very last minute to start planning your 2014 holiday marketing campaigns? (slacker!) Or maybe the holiday just snuck up on you and now you're staring Black Friday square in the face with only 10 days to go. I'll cover 5 (and a half) things that you still have left to do with your ecommerce paid search campaigns.
Driving Sales with Paid Search and Click-to-CallOptimizely
Over 60 percent of paid search advertising will take place on mobile in 2016. Thanks to smartphones and click-to-call, phone calls are now among the most important conversion metrics for search advertising. Agency and brand marketers must adopt new click-to-call optimization and attribution strategies to drive ROI from paid search in the coming year.
Learn from click-to-call optimization experts from DialogTech and Optimizely to learn proven strategies top marketers use to drive calls and revenue from paid search. You’ll learn:
- How to take advantage of new Google AdWords and Bing formats for click-to-call
- Which targeting and bidding options drive call conversions
- The A/B tests every marketer must perform to optimize paid search ROI
- The key data around phone calls you must capture to prove and optimize performance
We’re seeing many of the Google Ads trends and changes we predicted come to life as we approach the mid-way point in the year.
So how can you learn from your Google Ads performance so far to maintain growth through the rest of 2022?
We’ve got the info you need to get over the half-way hump and finish the year strong! Check out these webinar slides to learn:
• How to audit your 2022 Google Ads performance so far
• Data and insights to help maintain ROI through the second half of the year
• New Google Ads tips to capture and nurture leads
We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.
So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!
Similar to Strategies to Take Your Holiday Shopping Campaigns to Light Speed By Todd Bowman (20)
Hello!Thank you for visiting the SMX SlideShare page. Due to a new company policy, we will only be publishing and sharing conference speaker decks with those who attended. We hope to see you at a future SMX show!
From the #SMX East Conference in New York City October 23-25, 2018, we give you your #SMXInsights! Check out some of the best tidbits of SEO and SEM knowledge from this week!
Speaking at one of our SMX shows? Use these guidelines to help you as you go while creating your presentation. Thank you, and we look forward to having you at SMX!
Check out the results from our 2017 audience survey conducted during SMX East 2017's "AMP: Do or Die" session on October 23, 2017. Interested in joining us at the next SMX event? See what's coming up next by visiting https://marketinglandevents.com.
From the SMX Advanced Conference in Seattle, Washington, June 12-14, 2017. SESSION: Advanced Audience Testing Strategies & Tactics. PRESENTATION: Create for Someone, Not Just Anyone: Adobe's Audience Audit - Given by Maria Corcoran, @mariacorcoran - Adobe Systems, Search Marketing Program Manager. #SMX #21C3
From the SMX Advanced Conference in Seattle, Washington, June 12-14, 2017. SESSION: "Alexa, How Do I Do SEO For You?". PRESENTATION: "Alexa, How Do I Do SEO For You?" - Given by Navneet Virk - Isobar, Vice President, Data and Optimization. #SMX #22A2
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Consumer-Led Change: How To Stay Relevant & Build Success. PRESENTATION: Consumer Lead Change: How to Stay Relevant and Build Success - Given by Duane Forrester, @duaneforrester - Bruce Clay Inc., VP, Operations. #SMX #32C3
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: How To Find, Hack & Build Great AdWords Scripts. PRESENTATION: Create Powerful Custom Automations With AdWords Scripts - Given by Frederick Vallaeys, @siliconvallaeys - Optimyzer, Inc., CEO. #SMX #32B
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: How To Find, Hack & Build Great AdWords Scripts. PRESENTATION: Using AdWords Scripts to Create Your Own Ad Tech Landscape - Given by Mitch Larson, @mitchperclick - AimClear, Ad Operations Lead. #SMX #32B
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Solving SEO Issues In Google's Post-Update World. PRESENTATION: Busting Google's Black Box: Navigating Google Algorithms in a Post-Update World - Given by Kristine Schachinger, @schachin - SitesWithoutWalls.com, Owner. #SMX #31A
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Solving SEO Issues In Google's Post-Update World. PRESENTATION: Solving SEO Issues In Google's Post Update World: How To Track Unconfirmed Algorithm Updates - Given by Glenn Gabe, @glenngabe - G-Squared Interactive, President. #SMX #31A
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Attribution Success In A Cross-Device World. PRESENTATION: The Journey To Cross-Device Nirvana - Given by Mike Henderson, @innuhendo - SuretyBonds.com, Digital Marketing Director. #SMX #23C
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Taking The Brand/Agency Partnership To The Next Level. PRESENTATION: Dating Tips to Maximize the Brand / Agency Relationship - Given by Chad Gingrich, @chadgingrich - Seer Interactive, Senior SEO Manager and Sharon Conner, @anemptyroad, Search Marketing Strategist, Autodesk. #SMX #24A
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: How To Use Event Tracking To Improve Marketing Performance. PRESENTATION: Let's Start Using Event Tracking For More Than Email Clicks - Given by Joe Martinez, @MilwaukeePPC - Granular, Senior Manager, Paid Media & Community. #SMX #22C2
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch. PRESENTATION: Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch - Given by Maggie Malek, @magsmac - MMI Agency, Head of Social Media. #SMX #21B
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Paid Search Fundamentals. PRESENTATION: Paid Search Fundamentals - Given by Matt VanWagner, @mvanwagner - FindMeFaster, President. #SMX #13D
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Fun (And Profit!) With Dynamic Ads. PRESENTATION: Dynamic Remarketing for the Google Display Network - Given by David Szetela, @szetela - FMB Media, Owner & CEO. #SMX #13B
4. #SMX #14C @ToddBowman68
Agenda
2016 Shopping Stats Product
Preparation
Scalable Query
Targeting
Local Inventory Ads
&
Purchases on Google
GTIN Deadline
Follow-Up
5. #SMX #14C @ToddBowman68
Agenda
2016 Shopping Stats Product
Preparation
Scalable Query
Targeting
Local Inventory Ads
&
Purchases on Google
GTIN Deadline
Follow-Up
6. #SMX #14C @ToddBowman68
PLAs Continue to Be an Important & Impactful Channel
Source: Merkle 2016 Q1 Digital Marketing Report Source: Merkle 2016 Q1 Digital Marketing Report
7. #SMX #14C @ToddBowman68
Clicks Grow on Both Bing & Google While CPCs Decrease
Source: Merkle 2016 Q1 Digital Marketing Report
8. #SMX #14C @ToddBowman68
Agenda
2016 Shopping Stats Product
Preparation
Scalable Query
Targeting
Local Inventory Ads
&
Purchases on Google
GTIN Deadline
Follow-Up
9. #SMX #14C @ToddBowman68
Don’t Just Focus on When the Sales Happen
0%
20%
40%
60%
80%
100%
120%
Share of Cyber Weekend Sales by Click Date
24%
Black Friday
11. #SMX #14C @ToddBowman68
Create a detailed insight
into what is selling on the
site & what is not.
Find trends that can help
dictate projects and
priorities within the account.
Identify valuable insights to
merchandisers.
Combine Text Ad and PLA Performance Data to Get the Full Picture
Paid Search
Performance
Product Catalog
from the Feed
14. #SMX #14C @ToddBowman68
Agenda
2016 Shopping Stats Product
Preparation
Scalable Query
Targeting
Local Inventory Ads
&
Purchases on Google
GTIN Deadline
Follow-Up
15. #SMX #14C @ToddBowman68
Driving Accuracy & Improved Visibility through Campaign Priorities
Low Priority Medium Priority
Trumps Bids in
Low Priority Campaigns
for any product that applies
High Priority
Trumps Bids in
Low & Medium Priority Campaigns
for any product that applies
Catch All &
Query Targeting Campaigns
Base Campaign with Each Product
Granularly Targeted
Best Sellers
Poor Performers
Sale Items
17. #SMX #14C @ToddBowman68
Optimize PLA Targeting by Bidding to the Value of the Query
1) Identify the Value of Search Query Types 2) Use Priorities to Build Performance-Based &
Strategic Campaigns
JBL Charge 2+
Generic Search Traffic
• Bluetooth Speaker
• Speaker
• Portable Speaker
• Portable Bluetooth Speaker
Targeted Search Traffic
• JBL Bluetooth Speaker
• JBL Charge Speaker
$2 SPC
$7 SPC
Poor Performers
Generic Traffic
Targeted Traffic
$0.05 Bid
$0.75 Bid
$2.50 Bid
18. #SMX #14C @ToddBowman68
Query Targeting Shows Strong Revenue & ROAS Growth
108%
[VALUE]
94%
96%
98%
100%
102%
104%
106%
108%
110%
Revenue
ROAS
Prior Year
This Year
19. #SMX #14C @ToddBowman68
Agenda
2016 Shopping Stats Product
Preparation
Scalable Query
Targeting
Local Inventory Ads
&
Purchases on Google
GTIN Deadline
Follow-Up
20. #SMX #14C @ToddBowman68
Google continues to give preference to LIA ad format, particularly for “near me”
searches
Mobile CTR’s considerably stronger for LIA vs. standard PLA
Supporting offline actions through Local Inventory Ads
0
10,000
20,000
30,000
40,000
Clicks
Q1 Mobile LIA Traffic YoY
2015 - Q1 2016 - Q1
0%
1%
2%
3%
CTR
Mobile CTR: LIA vs. Standard PLA
Standard LIA
225% 83%
22. #SMX #14C @ToddBowman68
LIA in
Local Knowledge
Panel
Experiment
Extend Local
Bring local inventory to all the
places users expect local
information
Experiment in US, UK, DE, FR, AU, JP
Cool New Local Inventory Ad Experiment
23. #SMX #14C @ToddBowman68
• Store Sales
• Store Visits
• Dynamic Tracking URLs
• Merchant Hosted Local
Storefront
The Biggest LIA
Challenge
Tracking Offline
Orders
24. #SMX #14C @ToddBowman68
Merkle Clients Use Local Inventory Ads to Drive Performance Lifts
LIAs Drive an Average 87% Lift in CTR LIAs Drive an Average 62% Decrease in CPC
+68%
+67%
+129%
0%
50%
100%
150%
200%
250%
IR Top 500 High AOV
Retailer
IR Top 300 High AOV
Retailer
IR Top 100 Retailer
Click-Through-Rate
-55%
-73%
-57%
0%
20%
40%
60%
80%
100%
120%
IR Top 500 High AOV
Retailer
IR Top 300 High AOV
Retailer
IR Top 100 Retailer
Cost Per Click
26. #SMX #14C @ToddBowman68
Agenda
2016 Shopping Stats Product
Preparation
Scalable Query
Targeting
Local Inventory Ads
&
Purchases on Google
GTIN Deadline
Follow-Up
27. #SMX #14C @ToddBowman68
YOY Click Growth Still Strong After the GTIN Deadline
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
5/1 5/2 5/3 5/4 5/5 5/6 5/7 5/8 5/9 5/10 5/11 5/12 5/13 5/14 5/15 5/16 5/17 5/18 5/19 5/20 5/21 5/22 5/23 5/24 5/25 5/26 5/27 5/28 5/29
YOY MAY GOOGLE SHOPPING CLICK GROWTH
MEDIAN ADVERTISER
28. #SMX #14C @ToddBowman68
• 30 day warning for new products in the feed to supply a GTIN
• 30 day warning for existing products that Google determines to need a UPC
• Expansion of the Google Manufacturer Center
• Increasingly using GTINs to optimize shopping experience for users
What to expect next with GTINs?
29. #SMX #14C @ToddBowman68
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX
Todd Bowman
Director, SEM & Feeds, Merkle
sbowman@merkleinc.com