PPC Training Schedule | Hero Conf London

Training Schedule

40+ PPC Courses for Every Digital Advertiser

  • WelcomeSun 22 October
  • Day 1Mon 23 October
  • Day 2Tues 24 October
  • WorkshopsWed 25 October
  • Schedule by TopicAll Sessions
Welcome Reception
8:00 PM - 10:00 PM
Registration & Breakfast
7:30 AM - 8:45 AM
Welcome
8:45 AM - 9:00 AM
Keynote
9:00 AM - 9:45 AM

The Customer Disconnect: How Inside-Out Copy Makes You Invisible

When you write copy, there are 3 critical elements: What you KNOW about your product, what you WRITE about your product, and what your customer THINKS you mean. Unfortunately, it’s too easy to have a disconnect between all three, and when that happens, customer’s don’t realize the true value of what you have to offer. In this talk, you’ll identify any disconnect in your own marketing, and learn how to write copy that breaks through the noise, differentiates your brand, and speaks to your customers’ desires.

Amy Harrison

Write With Influence

Break
9:45 AM – 10:00 AM
Breakouts
10:00 AM – 10:45 AM

Advanced

Advanced Shopping Campaigns: The Human Approach

Liam Wade

Impression Digital

Advanced

Advanced Shopping Campaigns: The Human Approach

The biggest benefit of automation in Shopping? Gifting digital marketers the time to think strategically about their campaigns. The human approach to Shopping takes part at each stage of the process, from customer-focused feed optimisation to audience targeting beyond RLSAs and from advanced search query filtering to a contextual bid strategy.

 

In this fast paced presentation, innovative and actionable ‘human’ Shopping campaign techniques meet case studies that prove their success. This is not one for Shopping beginners, unless you’re a fast learner!

 

You will learn:

  • Why most shopping ROAS bid strategies and scripts are inherently flawed, and how to evolve beyond this
  • The process of advanced audience targeting in Shopping (beyond RLSAs) by using third-party data and other digital channels
  • How to design and evolve a shopping feed for your target audience, not Merchant Centre, and use search query analysis to influence all decisions.

Liam Wade

Impression Digital

Paid Search

Silver Spenders: How to Advertise to Audiences Over 50

Stephen Kenwright

Branded3

Paid Search

Silver Spenders: How to Advertise to Audiences Over 50

Paid search platforms are offering more and more granular demographic targeting but it isn’t as simple as upping your bids to acquire certain customers. “Silver spenders” – those over 50 with fewer responsibilities and money to burn – represent a more lucrative group than some of the more trendy audiences but behave very differently. This talk will cover the size of the opportunity and just how differently you have to advertise to get the older generation to spend with you.

 

You will learn:

  • How much more lucrative the over 50s demographic is compared to millennials who are all the rage
  • How the over 50s behave differently online – where to find them and how to target them
  • What messages/creative resonate more with this market than others so you can get an unfair advantage

Stephen Kenwright

Branded3

Paid Social, Mobile, Programmatic

Make the Most of Your Facebook Campaigns

Laura Collins

Merkle | Periscopix

Paid Social, Mobile, Programmatic

Make the Most of Your Facebook Campaigns

Facebook is the most popular social network in the world and a place where people happily share every detail of their lives. For advertisers this means huge reach and the ability to target users in a variety of ways, with a host of different ad formats. But with so much to choose from, where do you begin? This session will take a detailed look at how to make the most of your Facebook campaigns, from brand awareness all the way through to driving direct response.

 

You will learn:

  • Knowledge of the advantages of running paid Facebook campaigns and how they fit into the wider marketing mix
  • The ability to select the right targeting and ad formats to achieve your goals
  • Proven examples of winning strategies that they can execute for their own business

Laura Collins

Merkle | Periscopix

CRO & Ad Copy

12 Steps to Increase Your Conversion Rates

Ayat Shukairy

Invesp

CRO & Ad Copy

12 Steps to Increase Your Conversion Rates

Why do companies with tens of millions of marketing budget fail at increasing their website conversion rates, while others with smaller companies with much smaller budgets achieve significant breakthroughs in conversions?

 

Discover the conversion optimization system that helps eBay, 3M, O’Reilly, and many of the top online brands achieve higher conversion rates.

 

This is not a session that focuses on finding low hanging fruits in a website. It is a session about finding the real complex problems that stop visitors from converting.

 

You will learn:

  • Detailed 12 step process to increase a website conversion rate
  • How to gain deeper insights into your website visitors and what makes them tick?
  • Creating “WOW” and “AHA” moments
  • Converting online visitors into life time customers

Ayat Shukairy

Invesp

Sponsor Break
10:45 AM – 11:15AM
Breakouts
11:15 AM – 12:00 PM

Advanced

9 PPC Strategies for Improving Your Lead Quality

JD Prater

AdStage

Advanced

9 PPC Strategies for Improving Your Lead Quality

You’ve poured thousands of dollars into your PPC campaigns and have managed to generate a substantial number of leads. You’re rocking your conversion rates and your cost per lead is great. So what’s the problem?
Very few are turning into opportunities, let alone customers. Many companies struggle at generating opportunities and driving a positive ROI from their PPC campaigns.
In this session, JD will share nine best of the PPC strategies to help you create targeted campaigns optimized for high quality lead conversions, and boost your bottom line.

JD Prater

AdStage

Paid Search

Smart Bidding to a Data Driven Profit

Andrew Morgan

Attacat Ltd

Paid Search

Smart Bidding to a Data Driven Profit

Examine how AdWords is evolving and how machine learning and artificial intelligence is at the forefront of the latest releases from Google. Andrew will explain how we, as PPC managers, can and should embrace these changes where possible to be more productive with our time, better measure the impact of our strategies and also improve the overall PPC performance for our clients.
You will learn:
  • Smart bidding strategies to enhance the ad managers role and provide a better return for your clients
  • How to better understand AdWords data-driven attribution and how it effectively works hand in hand with smart bidding strategies
  • Ways to utilise smart bidding technology and advanced Analytics e-commerce data to provide a better profit margin for your clients via examples of how we did this for one of our own

Andrew Morgan

Attacat Ltd

Paid Social, Mobile, Programmatic

Building an efficient strategy for a mobile first world

Caroline Delacroix

Marin Software

Paid Social, Mobile, Programmatic

Building an efficient strategy for a mobile first world

We can never stop thinking about how folks engage with our ads, sites, and conversion paths differently based on different devices. This session provides data on why training mobile different than desktop still matters, and a handful of tactics to make sure you’re getting the most from it.

Caroline Delacroix

Marin Software

CRO & Ad Copy

Evolved Text Ads: Tricks for Writing New Ads for the Next Age of Search

Mark Irvine

WordStream

CRO & Ad Copy

Evolved Text Ads: Tricks for Writing New Ads for the Next Age of Search

In this session, discover what Mark and his team have learned after a full year of testing Google’s new expanded text ads across 14,000 accounts.

 

You will learn:

  • The language found to perform best on the SERP
  • How small changes to your ads can increase CTR significantly
  • New strategies to rewrite and optimize their new ads for different audiences, demographics, and devices

Mark Irvine

WordStream

Lunch
12:00 PM – 1:15 PM
Breakouts
1:15 PM – 2:00 PM

Advanced

Machine Learning: What is it & How Will it Shape the Future of Marketing?

Alex De Simone

Avochato

Advanced

Machine Learning: What is it & How Will it Shape the Future of Marketing?

Artificial Intelligence (AI), Machine Learning (ML), and Deep Learning (DL) are technologies that will impact the way in which marketers operate. It is important to understand the basics and differences between these technologies to stay competitive as an advertiser, brand, or agency. Through the productivity benefits offered by these technologies, there is a massive opportunity for marketers to focus more of their time on strategy and less of their time on data analysis & management.

In this session, attendees will learn:

  • The fundamental basics of AI, ML, and DL– and how they differ
  • The impact of these technologies on three topics: 1) Conversation and Content Analysis; 2) Data Visualization; 3) Automation of Data Collection
  • Examples of how the predictive nature and computational efficiency of machine learning will empower marketers

Alex De Simone

Avochato

Paid Search

How To Use Paid Search as Part of an Integrated Multi-Channel Strategy

Ann Stanley

Anicca Digital

Paid Search

How To Use Paid Search as Part of an Integrated Multi-Channel Strategy

Ann Stanley will provide a practical guide on how paid search can be used as part of an integrated multi-channel campaign. This will also include more recent cross-channel strategies that are now available because of all the remarketing strategies that can be applied to segments created in Analytics.

 

You will learn:

  • Traditional and common integration strategies involving paid search; such as paid search and display, or paid search and organic search (SEO)
  • “Honeypots” strategies – a target audience is attracted to “honeypot” content on your site using various low-cost techniques. Remarketing lists are then created in Analytics (using UTM codes/URL tagging). This is followed by creating remarketing campaigns in AdWords, to help convert the “primed target audience”
  • Cross-channel collection of emails for customer match or customer audience remarketing strategies
  • CRM or LTV sales data imported into Analytics or AdWords

Ann Stanley

Anicca Digital

Paid Social, Mobile, Programmatic

Turning the Tables on YouTube Audiences

Emma Franks

Hanapin Marketing

Paid Social, Mobile, Programmatic

Turning the Tables on YouTube Audiences

The digital marketing world has become highly focused on the expansion of video advertising—using programmatic, pre-roll and in-stream ads to retarget website visitors or prospect for new users. But what happens once you’ve successfully built up your brand’s channel and video viewership? This session will provide both the theoretical and tactical knowledge you need to take it a step further and propose, implement, or amplify a full-funnel PPC strategy with YouTube Viewer audience lists.

 

You will learn:

  • How to strategically assess and effectively communicate the opportunities available to YouTube advertisers
  • How to integrate YouTube viewer audiences into cross-channel branding and retargeting strategies
  • How to segment audiences, craft messaging and tailor creative to nurture prospects and consumers throughout the buyer journey

Emma Franks

Hanapin Marketing

CRO & Ad Copy

How To Leverage Messaging and Bots for the Conversion Advantage

Hannah Giles

Fonix Mobile

CRO & Ad Copy

How To Leverage Messaging and Bots for the Conversion Advantage

You can tell a brand story to a limitless audience via a one-to-one conversation. Messaging and bots offer 24/7 support to answer customer questions when live support may not be available.
From Click-to-SMS ads to website bots and beyond you’ll discover how many brands are adopting these techniques to achieve higher conversion rates.

Hannah Giles

Fonix Mobile

Break
2:00 PM – 2:15 PM
Breakouts
2:15 PM – 3:00 PM

Advanced

Voice Search

Advanced

Voice Search

Come learn about both preparing for the future of voice search and how to optimize your campaigns, today. From screenless voice search, to talking into your smartphone, voice search will revolutionize the way we live our lives and where and how we serve ads to consumers.

Paid Search

Re-Thinking Google Shopping: Bid on Search Terms Not Products

Dave Walker

Segmatic

Paid Search

Re-Thinking Google Shopping: Bid on Search Terms Not Products

How is your Google Shopping campaign performing? The fundamental problem we find with Google Shopping campaigns is that people bid on products, not on search terms. People have 1 for every search term a product shows up on! If you took this approach in standard search, you’d get fired! We’ve got a different approach, and it gets results like this  – http://prntscr.com/fnxub7. Come find out more at our talk.

 

You will learn:

  • How to implement the most advanced shopping account structure
  • How to bid on individual search terms within shopping
  • How to get increases like the 400% we got on Shopping with T.M. Lewin

Dave Walker

Segmatic

Paid Social, Mobile, Programmatic

Going Visual: Pinterest’s Visual Search Engine

Michael Akkerman

Pinterest

Paid Social, Mobile, Programmatic

Going Visual: Pinterest’s Visual Search Engine

Humans are visual beings. We eat with our eyes and say, “I see what you mean!” In fact, one-third of our brain is focused around vision. Search is not just a series of textual keywords anymore. It can articulate ideas and concepts that people are trying to discover.
At Pinterest, we are interested in how search has evolved and are motivated to bring the power of visual search to life. Answering questions visually can help connect the dots and lead people down a path to action.
You will learn:
  • How the future of search will not be found in traditional search engine results pages
  • How Pinterest is tapping into the visual nature of its platform to change how people search
  • How brands can be the first touch in a consumer’s decision-making process
  • Strategies for taking search to a new dimension of visual inspiration

Michael Akkerman

Pinterest

CRO & Ad Copy

PPC & Social Copy

Nicole Laine

Webrepublic

Lunch
3:00 PM – 3:30 PM
Breakouts
3:30 PM – 4:15 PM

Advanced

User Scoring, Quantitative Personas, and Precision Remarketing, Oh My!

Sayf Sharif

Seer Interactive

Advanced

User Scoring, Quantitative Personas, and Precision Remarketing, Oh My!

Remarketing is powerful, but Precision Remarketing is even more so, and goes so much deeper than audiences based on dynamic product views. What if you have a complex business with a long customer journey and a variety of touch points? What if you have 6 qualitative personas that your brand agency gave to you, and no idea how to target them?

This session will walk through how it’s actually pretty easy to create cross-session (even cross-device) audiences based on a variety of user behaviors, to target not just people that view a specific page or product, but people who have complex behaviors, like viewing more of content A than content B over 6 months, while also not subscribing to your newsletter, and having never visited your lead form, and who have never clicked on an ad before.

 

You will learn:

  • The specific steps to turn qualitative personas like “Decision Maker Debbie” into a targetable audience
  • Code examples to make this a reality with Google Tag Manager and Google Analytics

Sayf Sharif

Seer Interactive

Paid Search

4 Principles for Account Structure

Sean Murphy

Red Ventures

Paid Search

4 Principles for Account Structure

Have you ever taken over a paid search account and thought, “What were they thinking?” Make sure you don’t make those mistakes! Account structure is an important but often overlooked part of paid search success. Come learn the most impactful changes you can make to your account structure to drive paid search performance.

 

You will learn:

  • How to improve the consistency of query mapping with a better account structure
  • How you can use account structure to raise data density, improve bidding decisions, and drive better performance
  • When keyword relevance matters and how to leverage a granular structure to improve impression share and CTR.

Sean Murphy

Red Ventures

Paid Social, Mobile, Programmatic

Programmatic: Moving up the Funnel

Aaminah Latif

Periscopix

Paid Social, Mobile, Programmatic

Programmatic: Moving up the Funnel

With the move to programmatic across the funnel, the industry is pushing from all sides to ensure they can deliver on campaigns in a performance and data driven approach. But, how do you run branding campaigns programmatically? Attendees will leave with:

  • The knowledge of the types of buys you can now buy programmatically
  • How to consolidate your buys for a single view?
  • What insights and metrics you should lean on for branding campaigns?

Aaminah Latif

Periscopix

CRO & Ad Copy

The Ultimate PPC Hack: Optimise Your Landing Page

Karl Gilis

AGConsult

CRO & Ad Copy

The Ultimate PPC Hack: Optimise Your Landing Page

You’ve optimized your PPC campaigns to the point where you can’t get a notable conversion lift. What to do now?

 

Let’s move beyond that first click and to optimize the landing page for more conversions. If you do this, you’ll get the most out of your ad spend, your conversions will skyrocket and you’ll be the real PPC Hero.

 

In this session I’ll share the best guidelines, tips and cases of my +15 years as a usability and conversion optimisation expert. So can start optimizing those pages and turn more ad clickers into customers. Some of these tips will surprise you, but the cases prove that they work. You’ll learn how to optimize the design, copy, calls-to-action and add some nice persuasion and pricing psychology.

Karl Gilis

AGConsult

Sponsor Break
4:15 PM – 4:30 PM
Keynote
4:30 PM – 5:15 PM

Democratizing AI – Making the NOW Available for all

Your Day 1 closing session will bring to life how we as humans are interacting with Bots and how you don’t have to be the largest business to utilise this new world. Adrian will build a bot live on stage and help us understand our human place in this new future that is NOW.

Adrian Cutler

Microsoft Search Advertising

Networking Reception
5:15 PM - 6:30 PM
Bar Takeover
8:00 PM - 10:00 PM
Registration & Breakfast
7:30 AM - 8:45 PM
Keynote
8:45 AM – 9:30 AM

Unleashing the Power of Search and Social Integration

Over the past several years, search and social advertising have become essential ingredients of any successful marketing program. Both channels, though fundamentally different, have proven to be highly effective and efficient for customer demand generation and fulfillment. Search, with its ability to “pull” users into a brand’s message and social, with its ability to “push” a message to a highly targeted audience are capturing a greater portion of global advertising dollars every year. In this session, Jason will discuss:

  • Trends in the Search and Social landscape as it relates to targeting audiences and identifying consumer intent
  • Best-practices for integrating paid Search and Social campaigns
  • The latest research on the impact combining paid Search and Social efforts
  • Paid Social direct response tactics that complement and supplement paid Search campaigns (e.g. Dynamic Product Ads)
  • Organizational transformation that’s needed for success

Jason Dailey

Facebook

Break
9:30 AM – 9:45 AM
Breakouts
9:45 AM – 10:30 AM

Advanced

Debunking Ad Testing

Martin Röttgerding

Bloofusion Germany

Advanced

Debunking Ad Testing

“Google doesn’t understand your business, so better pick the winner yourself” – that’s how most PPC professionals approach ad testing. Rotating your ads and waiting for statistical significance has been accepted as the best practice approach for years. The problem: It doesn’t work. Statistical significance sounds fantastic, but with regards to AdWords, it’s nonsense.

 

In this presentation we will look at two things: Why the best practice approach can’t possibly work – and how it actually doesn’t. To this end, Martin will share exclusive data on a large number of ad tests, that didn’t go as you would’ve expected.

 

You will learn:

  • Why statistical significance has no place in ad testing
  • What actually happens if you follow the industry best practice
  • Why simpler approaches can actually lead to better results

Martin Röttgerding

Bloofusion Germany

Paid Search

Apps

Paid Search

Apps

Learn how to find install volume at acceptable cost per install across Search and Social. This session will additionally dive into ways to use paid channels to keep users engaged beyond the initial installation.

Reporting, Analytics, Attribution

PPC Data Visualization Hacks to Increase ROI

Amanda Evans

Closed Loop

Reporting, Analytics, Attribution

PPC Data Visualization Hacks to Increase ROI

The days of copying & pasting data, using vlookups and pivot tables only to come up with long tables of data are OVER. Unleash the power of PPC data while freeing yourself from hours of preparing reports. Uncover intelligence that could cause you to think differently about how you manage and optimize your campaigns – and could possibly unlock some hidden ROI potential hiding right under your nose. How do you design reports so that the insights jump off the page (i.e. NOT a pivot table)? You have to get visual. In this session, Amanda will share her favorite visualizations and show you exactly how she built them so you can replicate them for yourself using Excel, Tableau & Google Data Studio.

 

You will learn:

  • Geographic Time Series Analysis
  • QS Distribution Trends & Correlation to CPA
  • Seasonality Heat Maps
  • Spend and CPA by Match Type (AND Impression Share!)
  • Campaign Map showing spend and ROI

Amanda Evans

Closed Loop

Career Growth

Becoming a People Manager

Emma Burnham

RS Components

Career Growth

Becoming a People Manager

It’s true what they say “people don’t leave bad companies they leave bad managers”. In the age of millennials this has never been more important. This session will help you develop an understanding of how you transition from a digital advertising superstar to a successful people manager.

 

You will learn:

  • Understanding of people management and leadership.
  • The importance of training and development.
  • Top tips to support your journey into people management.

Emma Burnham

RS Components

Sponsor Break
10:30 AM – 11:00 AM
Breakouts
11:00 AM – 11:45 PM

Advanced

Machine Learning & Sentiment Analysis

Kenia Gonzalez

Wolfgang Digital

Advanced

Machine Learning & Sentiment Analysis

Learn how an award winning agency is using machine learning and sentiment analysis to optimise keywords, adtexts and bidding. Additionally, you’ll learn how this new approach allows marketers to synch up PPC activities with Social and PR events in real time.

Kenia Gonzalez

Wolfgang Digital

Paid Search

Making Your Budget Stretch: How to Pull Off PPC for SMBs

Kirk Williams

ZATO

Paid Search

Making Your Budget Stretch: How to Pull Off PPC for SMBs

“You have to spend money to make money” is an oft-repeated phrase in the business world, particularly when it comes to marketing. The conundrum the majority of businesses find themselves in, is that they don’t have the recommended spend allocation to devote to keeping up with their weightier competition.
Are we destined to be outbid, and outgunned by our deeper-pocketed foes, or are their ways we can be smarter with PPC that will help us grow to the point of big-budget-bliss? In this session, we will learn specific Search Marketing tips in Google AdWords & Bing Ads for pulling of ultra-targeted campaigns, but with a low budget.

Kirk Williams

ZATO

Reporting, Analytics, Attribution

Analytics

Reporting, Analytics, Attribution

Analytics

In this session you’ll learn to use Analytics to find leaky pages on your site, keywords that are bleeding your AdWords campaigns dry, and understand the right cross-channel attribution for you.

Career Growth

How to Manage Up

Career Growth

How to Manage Up

Early in your career, and as you advance, you’ll learn that managing your boss is nearly as important as managing yourself. You can’t abdicate responsibility for  getting clear guidelines and deadlines or your boss having visibility into what you do on a day to day basis. It’s up to you to create a thriving career, and Robert will show you how he’s learned to do it. This track is for entry-to-mid-level folks looking to grow their careers in PPC.

Lunch
11:45 PM – 1:00 PM
Breakouts
1:00 PM – 1:45 PM

Advanced

Fighting the Culture of Bullying in Search

Ashley Fletcher

Adthena

Advanced

Fighting the Culture of Bullying in Search

Search advertising is one of the most competitive areas of marketing, also receiving the greatest spend. The nature of the market for smaller competitors however, is that they can be forced by bigger brands to match spending (which can reach multiple dollars per click) to even get a look in on the SERP. In this advice based talk, Ashley will address the challenges facing search marketers with tighter budgets and aim to advise as to how they can combat bigger spenders and achieve business goals without breaking budgets. Ashley will highlight the need to pick battles and take a strategic approach to bidding, using real life examples and insight from his experience across the industry.

Ashley Fletcher

Adthena

Paid Search

Find & Compare the Best PPC and CRO Tools

Wijnand Meijer

TrueClicks

Paid Search

Find & Compare the Best PPC and CRO Tools

Did you know the number of marketing technology solutions grew from 350 to over 5,000 in just 5 years?This means that selecting the software that best suits your needs has become an increasingly overwhelming and time-consuming task. And even if you’re just looking for PPC and CRO software, there’s still over 200 tools to choose from.

 

So to help you easily find and compare the best PPC and CRO tools, I’d like to introduce a new concept to categorize them: the StackScape™ – halfway between a tech stack and landscape.

 

You will learn:

  • What the best sources are for vendor research
  • Where to download my hand-picked overviews of the best PPC and CRO technology
  • Which kind of tools are most useful for which kind of advertisers (depending on spend levels, e-commerce vs lead-gen)
  • Which tools are must-haves for any advertiser, in my humble opinion

Wijnand Meijer

TrueClicks

Reporting, Analytics, Attribution

Get Started with Excel for PPC in 40 Minutes

Frederik Hyldig

s360

Reporting, Analytics, Attribution

Get Started with Excel for PPC in 40 Minutes

Do you fear Excel? Are your worst nightmares made of rows and columns? Are you overwhelmed by the vast amount of formulas?

 

Fear no more! In this session, you will see how Excel can help you in situations you can relate to. Everything will be demonstrated using cases from the real life of a PPC specialist. In the approximately 40-minute session, you should have progressed from being totally green or even scared of Excel to have an essential toolbox you can use to make Excel work you in your job as a PPC specialist.

 

You will learn:

  • The indispensable formulas for writing ads and building out campaigns in no time with Excel
  • Why using pivot tables will make you seem superhuman to your colleagues
  • How to make plain sheets come alive with colorful heat maps using conditional formatting

Frederik Hyldig

s360

Break
1:00 PM – 2:45 PM
Breakouts
2:00 PM – 2:45 PM

Advanced

Let's Talk Attribution

Peter O'Neill

LeapThree

Advanced

Let's Talk Attribution

All attribution models are wrong, but some are useful.  Except for Data Driven Attribution models of course which just might be right.  Correct? Or not? What if the challenge is not to find the right attribution model but to ask the right questions?

 

Peter will reframe the discussion so it is not about attribution models but about techniques for optimising your marketing spend. He will talk about why the technique of attribution is wrong and where to invest your time/resources instead.

 

You will learn:

  • A method for understanding and explaining different attribution models
  • The inherent flaw with the technique of attribution
  • Alternative approaches for optimising your marketing spend

Peter O'Neill

LeapThree

Paid Search

25 Tips for Expanding Your Geo Targeting in PPC

Rod Richmond

Clean Digital

Paid Search

25 Tips for Expanding Your Geo Targeting in PPC

Looking to expand into new countries/territories with your PPC campaigns? This session will go through 25 tips including specific campaign examples across AdWords and Facebook so attendees can utilise in their existing or potential international campaigns.

 

You will learn:

  • How to research from home. Learn about a new region from the comfort of your office. Using surveys, polls and a wealth of Google research data
  • Other Channels To Trial: Waze Ads, Facebook Ads and WeChat. Sometimes AdWords isn’t the best option when expanding our reach
  • Understand your local customer. Do they interact with PPC as in our home country? Does their time zone fit in with our website business hours?

Rod Richmond

Clean Digital

Reporting, Analytics, Attribution

How to be a PPC Scripting Hero

Dan Gilbert

Brainlabs

Reporting, Analytics, Attribution

How to be a PPC Scripting Hero

In this session you will learn why this scripting thing is not just for PPC nerds. It’s for you. Yes, you need to learn this stuff. And it’s actually mega fun. Dan will talk through at least 3 examples of free scripts that you can stick on your PPC accounts today to make them work harder so that you don’t have to.

Dan Gilbert

Brainlabs

Sponsor Break
2:45 PM – 3:15 PM
Breakouts
3:15 PM - 4:00 PM

Advanced

Facebook Ads

Sarah Kerrigan

Jellyfish

Paid Search

Retargeting

Tara West

Etch

Paid Social, Mobile, Programmatic

A Seismic Shift in Shopping: Mobile is the New Desktop

Christian Scharmüller

Whoop!

Paid Social, Mobile, Programmatic

A Seismic Shift in Shopping: Mobile is the New Desktop

When Google Shopping first started, smartphones weren’t so smart, and no one imagined that entire campaigns would one day be staked on mobile. But we’ve all watched mobile browsing steadily overtake desktop browsing, and speculated how buying behaviors would change. The time for “what-ifs” is over: PPC experts should build their mobile campaigns first and then use device modifiers for their desktop campaigns.
Our talk shares best-practice tips regarding how to intelligently evaluate differences between desktop and mobile, how to make the right decision based on campaign data instead of gut feelings, and why Shopping Ads ranking has such a hefty influence on PLA performance.

Christian Scharmüller

Whoop!

Paid Search

A Whole New World: How to Plan for International Expansion

Anna Shirley

Merkle | Periscopix

Paid Search

A Whole New World: How to Plan for International Expansion

Companies don’t often plan enough for international expansion. For PPC specifically, there is a lot of work involved in terms of translation, campaign builds etc. before we can even launch. This session will focus on what to consider when expanding into a new market, website translation and localisation and how to adapt your keywords and ad copy most effectively.

 

You will learn:

  • How to decide where in the world you should expand (using Google Analytics data, not just going off a “hunch”), risk/benefits assessment, how to decide on KPIs, make sure you consider brand awareness and how to forecast performance effectively
  • The importance of a well-adapted site, not just a word for word translation. The seasonality aspect will also play a part here so it’s important to highlight how each website should be tailored to every country, referencing relevant topics.
  • When to use translation agencies or utilise your PPC agency’s translation skills

Anna Shirley

Merkle | Periscopix

Break
3:45 PM – 4:00 PM
Keynote and Closing
4:00 PM - 5:00 PM
Closing Reception
5:00 PM - 7:00 PM
Reserved for Partner Events
7:00 PM - 10:00 PM

 

**Please note your workshop training content will vary dependent upon the selected workshop. Learn more about our Agency, Excel or Account workshop courses here.

Breakfast
8:00 AM - 9:00 AM
Session 1
9:00 AM - 10:00 AM
Break
10:00 AM - 10:15 AM
Session 2
10:15 AM - 11:15 AM
Break
11:15 AM - 11:30 AM
Session 3
11:30 AM - 12:30 PM
Lunch
12:30 PM - 1:30 PM