This document is a presentation about optimizing mobile paid search campaigns. It begins by emphasizing that mobile usage now surpasses desktop usage, but mobile optimization is often neglected. It then provides four steps to improve mobile campaigns: 1) Stop ignoring mobile and properly assess its importance for the target industry and audience. 2) Stop devaluing mobile by understanding mobile-specific search behaviors and intents. 3) Stop doing mobile poorly by optimizing bidding, ad messaging, and landing pages for mobile. 4) Start expanding the concept of mobile PPC to include call extensions, call-only campaigns, mobile apps, remarketing, and shopping campaigns.
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,"
If you didn’t know it already, search engine SERPs are competitive! Especially when Google reduces real estate by removing sidebar ads...
Rivalry can be healthy, spark innovation, and even push the underdog to accomplish things they would have never imagined. But for some advertisers, PPC competition can be incredibly difficult to manage, whether it comes in a constant stream, or shows up out of the blue.
So it begs the question: Do you know who your PPC competitors are?
Do you hesitate when asked that question? Never fear! In this session, we’ll review the 5 “W’s” (Who, What, Where, Why, & When) every paid search marketer can use to analyze and understand their competitive landscape.
Your Mobile PPC Sucks (But It Doesn't Have To!) - SMX West 2017 - Maddie CaryMaddie Cary Deuel
Many PPC marketers have tried opting into mobile search and have seen poor results, including low CTR, poor SERP visibility, underwhelming conversion rates and higher CPAs. How can you justify investing in paid search on a device that doesn't see parity with desktop performance?
In this session, you'll learn how to take your SEM campaigns to the next level with best practices, case studies and approaches that take advantage of the unique opportunities available to mobile advertisers
From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Shopping Campaign Tips & Tricks You'll Want To Own. PRESENTATION: Reaping The Fields In Google Shopping: Ongoing Optimizations - Given by Susan Wenograd, @susanedub - Five Mill, Clix Marketing, Partner & SEM. #SMX #14C
From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Location Targeting: The Benefits Of Thoughtful Segmentation. PRESENTATION: Location Targeting: The Benefits Of Thoughtful Segmentation - Given by Kevin Fleming - Red Ventures, Paid Search Associate. #SMX #31B3
From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Rethinking Conversion Optimization. PRESENTATION: Rethinking Conversion Optimization - Given by Khalid Saleh, @khalidh - Invesp, CEO. #SMX #32C3
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
From the SMX East Conference in New York City, September 27-29, 2016. SESSION: The Lowdown on Google Customer Match One Year Later. PRESENTATION: The Lowdown on Google Customer Match One Year Later - Given by Andy Taylor, @ProunouncedAhndy - Merkle | RKG, Senior Research Analyst. #SMX #33B2
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,"
If you didn’t know it already, search engine SERPs are competitive! Especially when Google reduces real estate by removing sidebar ads...
Rivalry can be healthy, spark innovation, and even push the underdog to accomplish things they would have never imagined. But for some advertisers, PPC competition can be incredibly difficult to manage, whether it comes in a constant stream, or shows up out of the blue.
So it begs the question: Do you know who your PPC competitors are?
Do you hesitate when asked that question? Never fear! In this session, we’ll review the 5 “W’s” (Who, What, Where, Why, & When) every paid search marketer can use to analyze and understand their competitive landscape.
Your Mobile PPC Sucks (But It Doesn't Have To!) - SMX West 2017 - Maddie CaryMaddie Cary Deuel
Many PPC marketers have tried opting into mobile search and have seen poor results, including low CTR, poor SERP visibility, underwhelming conversion rates and higher CPAs. How can you justify investing in paid search on a device that doesn't see parity with desktop performance?
In this session, you'll learn how to take your SEM campaigns to the next level with best practices, case studies and approaches that take advantage of the unique opportunities available to mobile advertisers
From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Shopping Campaign Tips & Tricks You'll Want To Own. PRESENTATION: Reaping The Fields In Google Shopping: Ongoing Optimizations - Given by Susan Wenograd, @susanedub - Five Mill, Clix Marketing, Partner & SEM. #SMX #14C
From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Location Targeting: The Benefits Of Thoughtful Segmentation. PRESENTATION: Location Targeting: The Benefits Of Thoughtful Segmentation - Given by Kevin Fleming - Red Ventures, Paid Search Associate. #SMX #31B3
From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Rethinking Conversion Optimization. PRESENTATION: Rethinking Conversion Optimization - Given by Khalid Saleh, @khalidh - Invesp, CEO. #SMX #32C3
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
From the SMX East Conference in New York City, September 27-29, 2016. SESSION: The Lowdown on Google Customer Match One Year Later. PRESENTATION: The Lowdown on Google Customer Match One Year Later - Given by Andy Taylor, @ProunouncedAhndy - Merkle | RKG, Senior Research Analyst. #SMX #33B2
Interactive Content Across The Funnel: How To Succeed By Putting Buyers In Co...G3 Communications
“It’s all about the buyer” has always been good marketing advice. That used to mean artfully steering them toward a sale. Now it means handing buyers the wheel. So how can you put buyers in the driver’s seat but still control their destination? With interactive content.
Interactive content gets to the heart of buyers’ needs without making them feel exposed. It educates, persuades and empowers buyers at every stage of the journey. And it can even help you evaluate fit without the buyer feeling intruded upon.
In this Show & Tell session, we’ll share an interactive assessment that we’ve utilized with great success. It provides buyer intelligence we are able to use in messaging and content creation, serves as an excellent nurturing tool, and importantly, has even generated leads that have converted into sales.
SMX East 2015 Winning at Mobile - Amy BishopAmy Bishop
This presentation focuses on mobile marketing strategies as they pertain to geofencing, geoconquesting, geographies that indicate interest; opportunities to layer audiences and personas; and considerations/tracking/messaging for optimal execution.
How to gain traction in Local Search with Google Places/Maps. 10 strategies to help you get more foot traffic to your business. Also, how to get customer reviews from your happy customers!
The morning keynote provided a taste of the latest innovations from Demandbase. This session is the place to get a glimpse behind the curtain. We’ll dive deep into the details of our recent product announcement, and walk you through how it can benefit your organization today, and share our vision for its broader impact on ABM and B2B marketing.
The Eclipse Of Advertising And What It Means To Your Content StrategyG3 Communications
At a time when more marketers are struggling with the cost and effectiveness of paid advertising, content is playing an even more pivotal role in all areas of marketing.
How to Do ABM at Scale (Without Killing Your Team)Demandbase
Although the goal of ABM is to deliver highly-relevant messages to key accounts, most marketers struggle to personalize content in a way that is meaningful for buyers. In this session, learn how to attack ABM in a new way by surfacing the most relevant content that buyers need (right when they need it), and get more from the content investments you’ve already made.
Data-Driven Marketing and Marketing Technologies in Modern Marketing - Travis...Travis Wright, Author 📚🤔
With over 2000 marketing technologies in over 40 categories, choosing the right technologies for your data-driven marketing technology stack is imperative. Do you buy a "marketing cloud" from the tools acquired and pieced together by established tech giants? Or do you build your own custom "Open Marketing Cloud", which may allow for greater flexibility and openness?
This keynote will explore the pros and cons of each potential solution as well as insights the vendors won't tell you. It will highlight the key data you need to understand and uncover some tools that can impact the build of your perfect custom marketing cloud for you business needs. No one size fits all in the marketing technology space. Join Travis for this unique, entertaining, and action-packed presentation to learn where MarTech is headed and how to roll with the changes.
We’re without a doubt in the ‘Age of ABM.’ But what does it take to create a scalable, personalized ABM roadmap that generates results? And how do you move beyond the buzz and hype — iterating through ideas to build refined, collaborative campaigns? In this session, you’ll hear a first-hand account of what it takes to launch an ABM program that meets the sweet spot of precision, ROI and scale.
Join Radius’ senior ABM manager, Vignesh Subramanyan, as he highlights a successful campaign that has scaled into a multi-threaded ABM strategy.
From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Adaptable Content: The "New Organic" SEO. PRESENTATION: Leveraging Search to Create A Unified Customer Experience - Given by Laura Ann Mitchell, @intel - Intel, Laura Ann Mitchell. #SMX #31A3
Do you know the most effective elements of your paid social campaigns?
Do you know how to identify opportunities for improvement?
Whether you’re just launching campaigns or a seasoned PPC professional, this webinar will help you invest wisely and win in your market.
Watch this Webinar to learn the critical components of a successful ad campaign and start implementing them tomorrow.
In this webinar, you’ll learn:
• How to effectively target your audience.
• How to choose the proper channels and campaign types for your goals.
• How to design compelling ad creatives and landing pages that convert.
Often, poorly formulated tactics lead to low-quality traffic and can negatively affect conversions.
Join us as Amy Bishop, owner and marketing consultant at Cultivative Marketing (and Paid Media Writer for Search Engine Journal), explains the essential elements you need to know about building effective paid social media campaigns.
With intent data, marketers can identify the Active Demand in their market to create programs and engage prospects with the right message, via the right channel at the right time. This session will discuss how Lenovo is transforming all its digital programs away from its reliance on first-party data to using third-party intent data to engage buyers on their own terms. Intent data now drives digital campaigns including email, social and display.
Driving pipeline is not the only goal for marketing teams. The reality is, many organizations have to hit pipeline goal at the same time as they manage other complex initiatives, such as mergers and acquisition, product strategy, website relaunches and rebrands.
In this powerful panel session, you’ll hear two real world case studies from top B2B marketing executives in decidedly different industries, but with similar challenges and impressive results.
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
Interactive Content Across The Funnel: How To Succeed By Putting Buyers In Co...G3 Communications
“It’s all about the buyer” has always been good marketing advice. That used to mean artfully steering them toward a sale. Now it means handing buyers the wheel. So how can you put buyers in the driver’s seat but still control their destination? With interactive content.
Interactive content gets to the heart of buyers’ needs without making them feel exposed. It educates, persuades and empowers buyers at every stage of the journey. And it can even help you evaluate fit without the buyer feeling intruded upon.
In this Show & Tell session, we’ll share an interactive assessment that we’ve utilized with great success. It provides buyer intelligence we are able to use in messaging and content creation, serves as an excellent nurturing tool, and importantly, has even generated leads that have converted into sales.
SMX East 2015 Winning at Mobile - Amy BishopAmy Bishop
This presentation focuses on mobile marketing strategies as they pertain to geofencing, geoconquesting, geographies that indicate interest; opportunities to layer audiences and personas; and considerations/tracking/messaging for optimal execution.
How to gain traction in Local Search with Google Places/Maps. 10 strategies to help you get more foot traffic to your business. Also, how to get customer reviews from your happy customers!
The morning keynote provided a taste of the latest innovations from Demandbase. This session is the place to get a glimpse behind the curtain. We’ll dive deep into the details of our recent product announcement, and walk you through how it can benefit your organization today, and share our vision for its broader impact on ABM and B2B marketing.
The Eclipse Of Advertising And What It Means To Your Content StrategyG3 Communications
At a time when more marketers are struggling with the cost and effectiveness of paid advertising, content is playing an even more pivotal role in all areas of marketing.
How to Do ABM at Scale (Without Killing Your Team)Demandbase
Although the goal of ABM is to deliver highly-relevant messages to key accounts, most marketers struggle to personalize content in a way that is meaningful for buyers. In this session, learn how to attack ABM in a new way by surfacing the most relevant content that buyers need (right when they need it), and get more from the content investments you’ve already made.
Data-Driven Marketing and Marketing Technologies in Modern Marketing - Travis...Travis Wright, Author 📚🤔
With over 2000 marketing technologies in over 40 categories, choosing the right technologies for your data-driven marketing technology stack is imperative. Do you buy a "marketing cloud" from the tools acquired and pieced together by established tech giants? Or do you build your own custom "Open Marketing Cloud", which may allow for greater flexibility and openness?
This keynote will explore the pros and cons of each potential solution as well as insights the vendors won't tell you. It will highlight the key data you need to understand and uncover some tools that can impact the build of your perfect custom marketing cloud for you business needs. No one size fits all in the marketing technology space. Join Travis for this unique, entertaining, and action-packed presentation to learn where MarTech is headed and how to roll with the changes.
We’re without a doubt in the ‘Age of ABM.’ But what does it take to create a scalable, personalized ABM roadmap that generates results? And how do you move beyond the buzz and hype — iterating through ideas to build refined, collaborative campaigns? In this session, you’ll hear a first-hand account of what it takes to launch an ABM program that meets the sweet spot of precision, ROI and scale.
Join Radius’ senior ABM manager, Vignesh Subramanyan, as he highlights a successful campaign that has scaled into a multi-threaded ABM strategy.
From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Adaptable Content: The "New Organic" SEO. PRESENTATION: Leveraging Search to Create A Unified Customer Experience - Given by Laura Ann Mitchell, @intel - Intel, Laura Ann Mitchell. #SMX #31A3
Do you know the most effective elements of your paid social campaigns?
Do you know how to identify opportunities for improvement?
Whether you’re just launching campaigns or a seasoned PPC professional, this webinar will help you invest wisely and win in your market.
Watch this Webinar to learn the critical components of a successful ad campaign and start implementing them tomorrow.
In this webinar, you’ll learn:
• How to effectively target your audience.
• How to choose the proper channels and campaign types for your goals.
• How to design compelling ad creatives and landing pages that convert.
Often, poorly formulated tactics lead to low-quality traffic and can negatively affect conversions.
Join us as Amy Bishop, owner and marketing consultant at Cultivative Marketing (and Paid Media Writer for Search Engine Journal), explains the essential elements you need to know about building effective paid social media campaigns.
With intent data, marketers can identify the Active Demand in their market to create programs and engage prospects with the right message, via the right channel at the right time. This session will discuss how Lenovo is transforming all its digital programs away from its reliance on first-party data to using third-party intent data to engage buyers on their own terms. Intent data now drives digital campaigns including email, social and display.
Driving pipeline is not the only goal for marketing teams. The reality is, many organizations have to hit pipeline goal at the same time as they manage other complex initiatives, such as mergers and acquisition, product strategy, website relaunches and rebrands.
In this powerful panel session, you’ll hear two real world case studies from top B2B marketing executives in decidedly different industries, but with similar challenges and impressive results.
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
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Mining, Refining & Minting Success With AdWords Display & Video. PRESENTATION: Video Marketing Hacks: How To Dominate Your Niche With YouTube, Facebook, and Instagram Video Ads - Given by Jace Vernon, @jacevernon - Ydraw, Founder. #SMX #14B
From the SMX West Conference in San Jose, California March 21-23, 2017. SESSION: Your Mobile PPC Sucks (But It Doesn't Have To!). PRESENTATION: Your Mobile PPC Sucks (But It Doesn't Have To!) - Given by Maddie Cary, @maddiemarketer - PointIt, Director of Paid Search. #SMX #22B1
Mapping the Mobile First Customer JourneySyniverse
Paul Berney (@paulbmobile), Managing Partner and Co-Founder of mCordis (www.mcordis.com) and Rob Hammond (@tech2dollars), Senior Director of Mobile Engagement at Syniverse (www.syniverse.com) present how the rising influence of the mobile channel is altering the traditional customer journey and what brands can do to enhance engagement with their customers in the mobile moment.
When it comes to digital markeitng on the local level, most organizations are not reaching their full potential. Why? Well, it’s hard, and often difficult to prioritize against percived larger oportunities. But in sum, making a difference in local markets digitally can impact overall brand marketing success in dramatic fashion. In this highly interactive session we’ll explore locally focussed tactics that progressive organizations are investing in, and provide helpful prioritization tips to help you make the most of your local digital efforts. And we’ll do it all using LASERS!
Takeaways:
· Understand where the current digital bar is set in local marketing to assess your organization’s baseline
· Learn about ways to take these tactics to the next level
· Explore new tactics and integration points
· Prioritze your opportunities
· See what your peers in the room think!
SMX Advanced 2015 Presentation on Converting the Mobile Visitor Margot da Cunha
Seventy-four percent of mobile consumers use a search engine as part of their research process. Ninety-three percent of people who use their phone to search go on to make a purchase. You prospects likely check their phones upon waking up, waiting for the train, and while scarfing down a turkey sandwich during their lunch break. It’s OK to admit that we’re all addicted to our smartphones. In May of 2015 Google even announced that mobile searches have surpassed desktop! But yet marketers suck at converting the mobile visitor... Learn how to address the misconceptions about mobile PPC and convert more traffic with ahead-of-the-game tactics to give your mobile audience what they want.
Every mobile device is different. Not surprisingly, so are the people who use them. What are the main personas, how do they behave, and what can you do to customize your approach? With mobile on the mind of every marketer, understanding how consumers interact with their devices is a critical step in building an effective mobile strategy. To help navigate the ever changing mobile landscape, Mark Baltazar of BrandSpark International and Jed Schneiderman of Tapped Mobile will share actionable North American insights from the 2nd Annual Mobile Personas Study – the largest study of its kind in North America.
In this insight-filled webinar, you will learn:
-What important changes in mobile behaviour have occurred since last year
-Why it’s important to segment the mobile market into simple personas
-How Mobile Personas use smartphones and tablets and what it means for your mobile strategy
-How mobile impacts key retail categories
Paul Berney (@paulbmobile), Managing Partner and Co-Founder of mCordis (www.mcordis.com) joins Syniverse’s Mobile Engagement specialists, Rob Hammond (@tech2dollars) and Jessica Lee (@jessicanl) to discuss the top trends mobile marketers should be paying attention to as they map out their 2016 mobile engagement strategies.
ASCEND Summit 2014 provided tons of learning opportunities specific to improving your efforts in multichannel marketing.
Want to drill down into marketing channels like SEO, email, affiliate marketing, landing pages and mobile? These four ASCEND sessions cover today's most effective marketing methods, with actionable insights you can use right away.
Featuring: Justine Jordan, Hunter Boyle, Oli Gardner, Brian Massey, Mohammed Ahmed, Tricia Meyer, Sarah Bundy, Jennifer Myers Ward, Geno Prussakov, and Brian Littleton
We've also organized these speakers (and two others - Peter Shankman and Wil Reynolds) into a video package to help you capture the energy, inspiration and actionable takeaways from ASCEND Summit 2014.
Order your Multichannel Marketing Power Tools video today: http://multichannelvideo.ascendsummit.com
A comprehensive look at the 2016 social media trends in business and how you can utilize them. A sneak peak into 2017 and how to prepare the marketplace using social media.
Red Hot Digital Marketing Trends of 2016 - Cincinnati AMA - MarchMike Corak
With digital in full bloom, it’s hard to keep on top of what’s hot and what’s not. Thankfully, as a brand marketers/managers and leaders it’s not your responsibility to be monitoring the rise and fall of the latest trends – it’s ours. As VP and GM of DAC Group, Louisville, Mike Corak wouldn’t be doing his job if he wasn’t up to speed on the real-world staying power of digital trends and tactics. From ‘Why customer experience needs to be a top concern’ to ‘Looking beyond the Googlesphere for unique traffic and sizing up the data hound’s bark vs. its bite’ – this session will expose false predictions and shine a light on performing trends that brands shouldn’t ignore.
At the AMA Cincinnati event, Mike, or Mr. Corak as he is addressed by no one, will share his top eight digital trends that deliver. Together you’ll walk through the best of what’s ahead in digital tactics while gaining insight and tips for real-world application in digital communications, roadmap creation, and opportunity optimization for performance.
And, there may be lasers. For real.
Social Media Marketing & the Travel IndustryGina Lednyak
What is social media marketing and how does it effect the tourism industry, how can your business leverage social media and finally what does the future of social media hold and what does it mean for your travel business.
Local Digital Marketing - More Than a Pin - Digital Summit 2018 - Kansas City...Mike Corak
Local Digital Marketing session at 2018 Digital Summit, Kansas City. Learn how to create and optimize a local digital marketing program beyond local listings, to capture interest on both the Enterprise and Local level. SEO, Content, SEM, Media, Social, Analytics and more.
The new mobile playbook: Turning big data into big dollars - Adobe Digital Su...Vibes_Thought_Leadership
Merging mobile and big data opens new doors for marketers to deliver personalized mobile experiences that drive revenue growth and ongoing loyalty. CMOs need to think and act like entrepreneurs to capitalize on today’s mobile opportunities. Explore key mobile trends and the convergence of big data and mobile marketing. Discover the essential components of the CMO’s new mobile playbook. Learn how mobile relationship management (MRM) is the answer to cracking the code on mobile ROI and capturing metrics that measure and fuel success.
Join guest speakers Gregory Hickman, Mobile Marketing Manager at Cabela’s and Julie Ask, Analyst at Forrester Research, Inc. as they discuss the opportunity for retailers and brands to better engage the perpetually connected consumer, delivering the right message to the right person at the right time and place, driving store traffic and enhancing the in-store experience. This session is brought to you by Digby, the leader in location-based marketing technology for retailers and brands.
Similar to Your Mobile PPC Sucks (But It Doesn't Have To!) - SMX Advanced 2016 // SMX East 2016 (20)
Turning Competitor Data into Actionable Visuals - SMX West 2018 - Maddie CaryMaddie Cary Deuel
It's not enough to be brilliant with your own SEM efforts. You need to know what your competitors are up to. That means identifying their keywords, their landing page and quality score strategies and their campaign management practices. In short, you need to know everything they're doing to enhance their visibility and diminish yours.
Attend this SEM session to learn how to apply time-tested techniques of competitive intelligence to your campaigns to sharpen your marketing edge and deliver the results you are seeking.
Many know where to find their account’s Google auction data, but not how to translate it and make decisions off of it. During this session, Maddie Cary, Director of Paid Search at Point It Digital Marketing, 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 multiple competitors in auction
Which “spying tools” are worth the time to use to get competitor insights.
Inside Mobile App Campaigns for Google Play - Maddie Cary - SMX Advanced 2017Maddie Cary Deuel
Google's Play Store will generate $10 billion in app revenue in 2017, so to effectively snare some of that revenue you need to know how to harness search demand to drive app installs. This session covers best practices for setting up, running and fine-tuning mobile app campaigns via AdWords, including advanced features that offer greater control over your optimizations and audience targeting.
Debunking Your eCommerce Assumptions - HeroConf LA 2017 - Maddie CaryMaddie Cary Deuel
Sales always drive revenue…mobile doesn’t convert…only women buy handbags. PPC marketers quickly buy into the same beliefs over & over again about expected eCommerce performance outcomes. But where’s the data to back it up?? Have you checked all your assumptions at the door when approaching PPC in the eCommerce space? In this session, let’s reexamine the practices we preach and debunk some common paid search assumptions around:
- Promotions & Sales
- Bidding strategy
- Device targeting
- Demographic purchasing behaviors
Now You See it! Visualizing your PPC Competition - SMX West 2016Maddie Cary Deuel
It's not enough to be brilliant with your own paid search efforts. You also need to understand what your competitors are up to, including their keywords, landing page and quality score strategies, and campaign management efforts. In short, you need to know everything they’re doing to enhance their visibility and diminish yours.
This session reviews how eeasy it is to apply the time-tested techniques of competitive intelligence to give yourself a marketing edge.
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.
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
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
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
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.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
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
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.
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
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
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
2. #SMX #XXA @MaddieMarketer
Director of Paid Search at Point It Digital Marketing
Based here in Seattle, WA!
Oversee $35M+ in Yearly Media
Global SEM Program Lead
20 Person Team
30 Languages
60 Markets
2015 US Search Award “Young Search Professional”
13. #SMX #XXA @MaddieMarketer
Should I test targeting mobile in PPC?
“We aren’t optimized for mobile”
“Our customers don’t use mobile”
“We can’t prioritize mobile right now”
“We don’t need mobile to drive growth”
OH MY GOD
TURN IT OFF!
WE’RE NEVER
TARGETING
MOBILE AGAIN
“We don’t have mobile-specific products”
Mobile performance
not exactly equal to
Desktop
SURE! NOPE
14. #SMX #XXA @MaddieMarketer
WHEN I SEE MY
MOBILE CPA
YOUR MOBILE PPC
DOES SUCK
But your
conclusions &
assumptions
are wrong!
17. #SMX #XXA @MaddieMarketer
What’s going with mobile in your industry?
TRAVEL ELECTRONIC
S
E-COMMERCE B2B
In 2015,
conv rates
grew
+88%
on mobile
travel
sites
(Google MicroMoments)
Mobile’s
influence is
4.6x
its role as a
sales channel
for
electronics
(Google AdWords mLab Study)
Mobile
e-Commerce
is growing
300x
faster
than
e-Commerce
(Coupofy Study)
34%
of executives
didn’t
purchase
because of a
non-mobile
friendly
interface
(Google & Forbes Insights)
18. #SMX #XXA @MaddieMarketer
How about outside of our US bubble?
Countries like
Spain, Singapore,
Japan, South Korea,
& China
expect to find you
on a mobile device
Because most
ONLY use a
mobile device!
21. #SMX #XXA @MaddieMarketer
Have you automatically opted out?
+20%
revenue growthFor one of our
beauty brand clients,
mobile PPC
set up took
only 1 hour…
22. #SMX #XXA @MaddieMarketer
Think you’re “too big” to worry about mobile?
Enterprise client
decided to test mobile
Sure, mobile only
added +5% lift
But who wants to
tell their boss
they missed out on
$4M in revenue??
95%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Desktop/Tablet Mobile
$3.7M
in
additional
revenue
23. #SMX #XXA @MaddieMarketer
Or maybe “too small” to do mobile right?
Small insurance client, competing with big fish!
Decided to test opening up
mobile bid modifiers beyond -90%
7.9%
25.5%
Before After
3.6%
4.7%
Before After
11
99
Before After
CTR up
+223%
CVR up
+31%
Conv up
+800%!
27. #SMX #XXA @MaddieMarketer
Peak into Google Analytics…
Mobile assisted in 40% of total conversions, but
only got credit for 29%
It also assisted in $13K in revenue that
it didn’t get last-click credit for
32. #SMX #XXA @MaddieMarketer
Look to search intent & trending queries
42%
of searchers
have started using
voice search
in the last
6 months
33. #SMX #XXA @MaddieMarketer
Don’t underestimate the power of local search
Searches containing “near
me” have
DOUBLED
in just the
last year
34. #SMX #XXA @MaddieMarketer
Oh, and don’t rule out those purchase-intent searches!
52%
of shoppers plan to use
a smart phone for
holiday shopping
before visiting a store
82%
will consult their phone
while in a store
36. #SMX #XXA @MaddieMarketer
We can’t track everything
Cross-device conversions
are still only estimates…
Online to offline is still a black hole…
Signed-in users only gets us a certain percentag
of the audience…
Beacons are being used,
but aren’t widely adopted…
Mobile makes marketers’ lives HARDER! UGH!
But we can’t igore it. It makes searchers lives’ EASIER
41. #SMX #XXA @MaddieMarketer
Leverage third-party bidding tools!
Is your bidding tool adjusting
mobile bid modifiers?
At what frequency?
Can budget & performance
projections be done for mobile
specifically?
What is your tool’s timeline for
supporting the return of
device-specific bids?
43. #SMX #XXA @MaddieMarketer
The mobile-preferred ad must-haves
LINK ‘EM
SEPARATE ‘EM
LOAD ‘EM
REMIND ‘EM
Use them
mobile sitelinks!
Key details in
Headline & DL1
End DL1 with
punctuation
Use m. or /mobile in
Display URLs
46. #SMX #XXA @MaddieMarketer
The mobile-preferred ad must-haves
LINK ‘EM
SEPARATE ‘EM
LOAD ‘EM
REMIND ‘EM
Use them
mobile sitelinks!
Key details in
Headline & DL1
End DL1 with
punctuation
Use m. or /mobile in
Display URLs
48. #SMX #XXA @MaddieMarketer
I AM STUPID, MAKE IT EASY FOR ME
“A drunk person should
be able to convert on
your mobile site”
- Erin Sagin, Wordstream
49. #SMX #XXA @MaddieMarketer
The mobile landing page must-haves
SHORT PATHS
EASY ENTRY
SHORT FORMS
SPEEDY LOAD
The fewer steps to
convert, the better!
Only the absolutely
necessary
Adjust <input type=
in form code
Slow page load?
I’M BOUNCIN’
56. #SMX #XXA @MaddieMarketer
Up to
90%
of consumers’ monthly
mobile time is spent in
apps
(Flurry Analytics Study)
No, but really, people love mobile apps…
First off, who the hell am I?
My name is Maddie Cary, I’m a Sr Client Manager at Point It Digital Marketing in Seattle. I’m the Global SEM Program Lead for Point It’s largest client, helping guide a 20 person client team who oversees 60 markets’ PPC accounts across 30 languages. I also created & run Point It’s training program. And you’ll soon quickly discover as we go through this presentation that I love – no, am OBSESSED, with Beyonce.
First off, who the hell am I?
My name is Maddie Cary, I’m a Sr Client Manager at Point It Digital Marketing in Seattle. I’m the Global SEM Program Lead for Point It’s largest client, helping guide a 20 person client team who oversees 60 markets’ PPC accounts across 30 languages. I also created & run Point It’s training program. And you’ll soon quickly discover as we go through this presentation that I love – no, am OBSESSED, with Beyonce.
