PPC Conference Schedule | Hero Conf Austin

Schedule

40+ PPC Sessions for Every Digital Advertiser

  • WelcomeSun April 15
  • Day 1Mon April 16
  • Day 2Tues April 17
  • WorkshopsWed April 18
  • 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 PPC Expert's AI Playbook

Now that Artificial Intelligence has started to outperform humans at several types of tasks, agencies need to answer some new but critical questions to ensure their continued success. With machine learning and automation expected to continue to improve at a rapid pace, what can PPC managers do to remain valuable parts of the online advertising ecosystem?

 

Learn more about what AI means to the world of PPC. First, we’ll cut through the media buzz and cover what we should really expect from AI. Then, we’ll cover several opportunities for taking your PPC business to the next level by leveraging AI, ML and automation. You can expect to hear about:

  • Agency strategies to be successful in an AI world
  • The new role of PPC experts in an AI world
  • How to start using AI in your business

Frederick Vallaeys

Optmyzr

Breakouts
10:00 AM – 10:45 AM

How to Turn Data into Insights and Money

Peep Laja

ConversionXL

How to Turn Data into Insights and Money

How do you REALLY increase your conversion rate? Following best practices and trying out ideas only takes you so far. What if there was a systematic way that helps you make sense what kind of data to gather, how to make sense of it and turn those insights into higher conversion rates and money?

In this session you will learn:

  • What works to improve conversion rates and what doesn’t
  • What type of data to gather and what to do with it
  • How to start running more winning A/B tests

Peep Laja

ConversionXL

The Rise of Voice Search

Shonna Morse

Empower MediaMarketing

The Rise of Voice Search

Not too long ago, advertisers were preparing for “the year of mobile”. Now, with Digital Assistants like the Google Assistant and Amazon Alexa on the move, voice search will be the way of the future. Attend this session to learn:

  • How to plan for voice search marketing
  • How to expand keyword research to target voice search intent
  • How to educate search engines for increased SEO visibility

Shonna Morse

Empower MediaMarketing

Improving PPC Campaign Effectiveness through Pipeline Measurement

JD Prater

AdStage

Improving PPC Campaign Effectiveness through Pipeline Measurement

Your PPC campaigns are driving relevant traffic and leads at a fantastic conversion rate and cheap cost per lead. But how many of your leads are actually converting into sales? This cost-per-lead mentality proves that marketing is a cost center rather than a pipeline driver. In this session, JD will show how you can change that by syncing your marketing goals and business metrics across campaigns to grow your business. Attendees will learn:

  • How to improve lead quality by tracking and measuring deeper funnel metrics
  • Tips on how to customize and optimize campaigns based on ROI
  • How to create impactful reports to get CMO buy-in

JD Prater

AdStage

Identifying & Leveraging Your Customer's Core Emotional Drivers

Matt Wright

WiderFunnel

Identifying & Leveraging Your Customer's Core Emotional Drivers

In this presentation, Matt will show you how to leverage revolutionary frameworks to uncover the “why” behind your shoppers’ buying behavior.

You’ll learn:

  • How to optimize for your shopper’s core emotional drivers, rather than a mouse click
  • How to target your shoppers based on psychographic data, not just demographics and geographics
  • How to create more impactful experiments that uncover insights about your shoppers’ motivations

Matt Wright

WiderFunnel

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

Dynamic Social Sales from Facebook

Jennifer Barry

DragonSearch

Dynamic Social Sales from Facebook

In this session you will learn about: what Dynamic Creative is, how to best use it to test images and creative copy at scale, and how to find stats on your results; about Dynamic Product Ads – what they are, the benefits of this ad type, what you need to set it up, and how to build audiences for all levels of your funnel from the learnings from this campaign type; and about Broad Audiences for DPAs – what they are and why you should use them.

 

Key Takeaways will include:

  • The Facebook Events you need to make sure are firing in order to track users through your shopping cart
  • How to build retargeting audiences based on shopping cart abandonment, and other common cart interactions and then build dynamic ads to retarget them
  • How to find your most valuable, repeat purchasers and offer them valuable up sells and cross-sells – all dynamically!

Jennifer Barry

DragonSearch

Get Automated Bidding Strategies to Work For You

Sergio Cano

Wpromote

Get Automated Bidding Strategies to Work For You

It is an exciting and pivotal moment for us in the PPC industry. Machine learning has afforded us an
opportunity to learn more and execute faster and automation eases ongoing optimization. However,
there will always be room for the “human touch” in our day-to- day but the future is moving towards
automation. Therefore, it’s best to stay ahead of the curve and learn how we can make the best
decisions to help drive great performance. This presentation will focus on:

  • How to choose the right smart bidding strategy for business goals
  • Setting conditions for testing an automated bidding strategy against manual bidding
  • How to optimize campaigns with automated bidding strategies
  • What user intent signals smart bidding algorithms digests to make decisions

Sergio Cano

Wpromote

Why Did They Google it in The First Place?

Matt Mason

Point It

Why Did They Google it in The First Place?

The digital marketing landscape is becoming increasingly competitive and crowded. How do you get ahead of it? What are the innovative strategies to build your branded search not yet written ad nauseam about that will help you not only keep campaigns alive, but grow your business? During this session, Senior Client Manager and PPC obsessed expert Matt Mason will knock your socks off as he shows you:

  • How to grow your branded search through GDN, YouTube, and Paid Social
  • How to allocate budget effectively across the different tactics
  • How to convince key stakeholders (whether that’s your client or boss)

Matt Mason

Point It

Crafting Ad Copy to Fit Your Search and Social Audience Characteristics

Mary Hartman

Hanapin Marketing

Crafting Ad Copy to Fit Your Search and Social Audience Characteristics

With the arrival of Google’s new guideline of 3+ ads per ad group, multiple unique copy is needed now more than ever. Search engines with machine learning rotation settings and social algorithms require a robust variety of copy and – in the case of social platforms – offer more choice in ad types. In this session, you will learn:

  • The nuances of audiences by channel: What catches their attention, what they would like to see.
  • How to use the funnel to address audiences by their engagement and familiarity with your brand.
  • RLSA and Remarketing specific copy – Pushing already brand aware audiences beyond their indecision to close the sale.
  • Use of local language for local targeting, beyond geographic and into audience location
  • Use of dynamic ads and the growing role of DSAs: What we can learn from automated ads.
  • The necessity of dynamic copy with Google’s new requirements and what you can do to prepare your copy for the automated future, where machines choose which ad copy will win and which copy will lose your future ad tests.

Mary Hartman

Hanapin Marketing

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

5 Simple Excel Tricks to Improve ROI

Jason Pellissier

Nebo

5 Simple Excel Tricks to Improve ROI

Everyone knows how to use an Excel Pivot Table to quickly and easily combine and analyze data, but is that the only way? In this session, you will learn:

  • How to cut down time spent pulling and organizing data
  • Easy to implement Excel formulas and tricks
  • Practical day to day applications

Jason Pellissier

Nebo

PPC & Multi-Channel Marketing

PPC & Multi-Channel Marketing

Coming Soon!

Build Your Ideal Geo-Targeting Strategy with Automated Search Term Analysis

Leandra Parks

Workshop Digital

Build Your Ideal Geo-Targeting Strategy with Automated Search Term Analysis

In this session, learn how to lower your campaign cost per acquisition and improve conversion rates by leveraging the power of geo-targeting to find the right user based on search intent. Leandra will share real-life examples of how we have helped our clients improve targeting by:
  • Using a custom-built search query analysis tool to analyze geographic search intent.
  • Creating a successful account structure with strategic geographic settings.
  • Setting up budgets by location to align with KPIs.
  • Analyzing Google AdWords geographic reporting to drive account optimizations.

Leandra Parks

Workshop Digital

10 Scripts to Supercharge Your AdWords Campaigns

Dan Gilbert

Brainlabs

10 Scripts to Supercharge Your AdWords Campaigns

Whether someone’s looking to bypass certain AdWords limitations, manage accounts more efficiently, or use scripts at the cutting edge, Dan will discuss a range of options which will offer something to every account manager. This session will take the audience on a deep dive into Dan’s top 10 scripts of all time – and as a gift Dan is releasing a new one just for Hero Conf’ers!

Dan Gilbert

Brainlabs

Breakouts
2:15 PM – 3:00 PM

Shopping Ads

Kirk Williams

ZATO

Shopping Ads

We’re all familiar with the day to day care and feeding, but how do you make your entire catalog of feeds fantastic, available and optimized for search? Where else could you be sending that data? And now that’s it’s visible, how do you make it profitable and scalable to manage? Join Elizabeth and Kirk on a magical adventure of data feed management optimization and expansion at scale, mesmerizing account structure and capture the best ROI with tips and tricks in query control and bidding.

In this session we will:

  • Learn the most up-to-date practices for optimizing your product information to get them found better
  • Learn how to best identify what needs to be bid on, and how to bid well
  • Learn how truly powerful Shopping can be when done correctly
  • Learn from an in-house and agency presenter on the glories of Shopping Ads!

Kirk Williams

ZATO

Building Optimized Post Click Experiences

Tyson Quick

Instapage

Building Optimized Post Click Experiences

The average landing page bounce rate is 70-80%. The main reason for this alarmingly high rate is the absence of a category called “post-click optimization.” Creating an optimized ad is important, but the ad click is not the only thing that’s important, nor is it where the conversion occurs. In this session, you will learn:
  • Why post-click optimization is a need and how it leads to personalization
  • Common mistakes in today’s post-click programs
  • Advice for providing relevant post-click experiences for ad programs

Tyson Quick

Instapage

Pinterest Ads

Michael Akkerman

Pinterest

Pinterest Ads

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.
This session will explore:
  • 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

Innovating within Your Agency

Caitlin Halpert

3Q Digital

Innovating within Your Agency

Agencies are hyper-focused on clients, which makes innovating within the agency itself challenging. Even though it creates tension with daily client responsibilities, meaningful change must be driven by client services as well as leadership. In this session Caitlin will share what she’s learned from her work with 3Q Digital’s Innovation Lab. Takeaways will include:

  • Leveraging Human Centered Design to identify, develop, and evaluate potential solutions
  • Soliciting and incorporating feedback from the people you’re trying to help (clients and agency members) to inform potential solutions
  • Identifying and overcoming organizational obstacles, including the “this is how we’ve always done it” mentality

Caitlin Halpert

3Q Digital

Exhibitor Break
3:00 PM – 3:30 PM
Breakouts
3:30 PM – 4:15 PM

Make Your Marketing Analytics More Relevant to the C-Suite

Laura Patterson

VisionEdge Marketing

Make Your Marketing Analytics More Relevant to the C-Suite

The “sexiest” job of the new century—that’s how the Harvard Business Review characterized the practice of sifting through data to find hidden, below-the-surface meaning and subsequently extrapolating the underlying knowledge. In today’s highly competitive business environment, it’s not enough for the marketers to have skill and proficiency at Marketing – whether inside or outside the organization. Data, and the ability to draw actionable insights from the data, is essential for any company wanting to increase customer engagement and tap new markets to ultimately achieve growth targets. Done well, it becomes a competitive advantage. The ability to capture, analyze, and use data to demonstrate your business acumen and to make critical business decisions is a pivotal skill.  Yet, according to research by VisionEdge Marketing, Hive9, and Valid USA, all Marketing organizations are mediocre at BEST in terms of making their data and analytics relevant to the C-Suite. Join this interactive session, based on 16+ years of surveys and real-life case studies, to learn:

  • How best-in-class marketers apply data to the strategy development and execution process
  • How to use analytics to demonstrate Marketing’s value
  • What it means to live an Analytics Life,
  • Practical tips on how to make Marketing and your data more relevant to the C-Suite and make your boss look better with numbers

Laura Patterson

VisionEdge Marketing

Think Like A Coder - A New Account Structure Framework

Julie Bacchini

Neptune Moon LLC

Think Like A Coder - A New Account Structure Framework

Wishing it was easier to get relevant data from your accounts? It all starts with the structure.
Going beyond the basics, in this session we will look at account structure from a bit of a
different perspective – how to think like a coder when you’re setting up your accounts. You will
learn how to use simple structure rules to unleash powerful analytics options across all of your
accounts.

 

Key Takeaways:

  • Basic principles for organizing your campaigns – how to think like the machines
  • Introduction to naming conventions and the logic needed for easy analysis using
    segments in Google Analytics or creation of filters within platforms
  • Using the unique data points your account structure creates, that can be leveraged in
    programs like Google Analytics

Julie Bacchini

Neptune Moon LLC

Taking Control of Programmatic: Self-Managed vs Managed Service

Michael Knight

Hanapin Marketing

Taking Control of Programmatic: Self-Managed vs Managed Service

Programmatic has been around for over a decade, but still many marketers are in the dark as to how to integrate this channel into their overall marketing strategy. The industry itself is littered with 1000’s of options to choose from and can be an overwhelming process to navigate. With this confusion comes the decision to create and grow an in-house team versus using a managed programmatic vendor or service. In this session you will learn:

  • The key differences between self-serve and managed programmatic solutions
  • Provide a checklist to determine if you are ready for programmatic
  • Provide key questions to ask when evaluating a programmatic solution

Michael Knight

Hanapin Marketing

From Account Manager to People Manager

Joseph Kerschbaum

3Q Digital

From Account Manager to People Manager

Coming soon!

Joseph Kerschbaum

3Q Digital

Keynote
4:30 PM – 5:15 PM

Personalized Marketing in an Audience Centric World

The purpose of marketing is to connect with potential customers and persuade them to do business with you. To achieve these goals, you need to identify your market, create an emotional or intellectual bond, and convince people your are their solution.

Over the years, marketing has become more personal and will continue to get more personal, yet most PPC practitioners are being left behind in the myriad of options and targeting possibilities. Using all these PPC tools at your disposal, attendees will learn how to create personalized marketing messages that resonate with your customers.

Brad Geddes

AdAlysis

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
Breakouts
9:45 AM – 10:30 AM

Your PPC Report Sucks (But It Doesn’t Have To!)

Maddie Cary

Point It Digital Marketing

Your PPC Report Sucks (But It Doesn’t Have To!)

Do you feel like you’re banging your head against a wall every time you update your PPC report for your client or boss? Asking yourself questions like: Why is the process so manual? How do I automate this? What are the right ways to segment all this data? Are they even reading my report?? Don’t worry, you’re not alone! During this session, you’ll be sure to walk away with a completely different approach to how you’re developing your PPC reports, as you’ll learn about:

  • Streamlining and automating reporting
  • Making your reports more actionable
  • Creating reports that stakeholders like your client or boss ACTUALLY read!

Maddie Cary

Point It Digital Marketing

Using Event Tracking to Create Intent-Based Remarketing Audiences

Joe Martinez

Granular

Using Event Tracking to Create Intent-Based Remarketing Audiences

Who do you think is a more valuable lead? The person who visited a page or the person who started filling out a contact form and didn’t complete it? You probably will pick the second person because we get an understanding of what the user intended to do. This session will show you how you can track user activity on your landing pages to create intent-based remarketing audiences. You’ll learn:

  • Where to go to set up the event tracking
  • What kinds of actions you can track
  • New remarketing strategies you can use
  • How you can can utilize these new audiences in search.

Joe Martinez

Granular

eCommerce

Elizabeth Marsten

CommerceHub

eCommerce

Coming soon!

Elizabeth Marsten

CommerceHub

Harnessing the Power of AI: Developing a Corporate AI/ML Strategy

Ashley Plack

Stanley Black and Decker

Harnessing the Power of AI: Developing a Corporate AI/ML Strategy

With huge concerns over transparency in digital marketing for brand safety, marketers have to address ads showing on content that’s unsafe. Leveraging dynamic content in ads can have its own pitfalls. In this session, we’ll discuss how to create a corporate strategy for using machine learning features in paid search and display ads. The first half of the session will focus on how brands can structure their content and content feeds to best support ads with dynamic content. Once the content structure is determined, then marketers can align account structure in a flexible way to support audience targeting and other tactics, and to later optimize based on the learnings from campaigns. The second half of the session will focus on effectively leveraging automated bidding strategies by setting guardrails for the machine learning capabilities. We’ll discuss how to evaluate business priorities to prevent cannibalization. Retail partners (for manufacturers), other brands within the portfolio, and SEO all need to be protected when crafting a corporate AI/ML strategy.

Ashley Plack

Stanley Black and Decker

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

Diving into the Quora Ads Platform

Puja Ramani

Quora Inc.

Diving into the Quora Ads Platform

Quora launched its self-service PPC platform in May 2016. Many marketers are already using this platform across a variety of verticals. Hear directly from leaders at Quora about how the Quora PPC platform can add to your marketing toolset. What is unique about the platform and the audience, our vision for the platform and newly released features.

Puja Ramani

Quora Inc.

LinkedIn Ads: Effective B2B Leadgen at Scale

AJ Wilcox

B2Linked

LinkedIn Ads: Effective B2B Leadgen at Scale

Last year, 60%+ of the session attendees said they’d been using LinkedIn advertising in their leadgen efforts, so we’re going more advanced. We’ll cover how to structure accounts, campaigns, bids, and budgets to make you look like a hero to your sales and marketing teams internally. You’ll learn what content to offer to your prospects, as well as how to integrate your LinkedIn marketing initiatives into your other Search/Social channels through intelligent retargeting. Don’t miss it if your position deals with B2B!

AJ Wilcox

B2Linked

Quality Score

Johnathan Dane

KlientBoost

Quality Score

Coming soon!

Johnathan Dane

KlientBoost

The New AdWords UI: The Change Heard Round the World

Carrie Albright

Hanapin Marketing

The New AdWords UI: The Change Heard Round the World

2017 was the release of the new AdWords User Interface and while it’s not exactly the “Frankenstein’s monster” of changes, it’s been a widely popular topic of conversation and concern. Many of us continue to hide in the safety of the old UI, only venturing into the new one as a quick test, returning to the familiar version at the first sign of frustration. In this session, attendees will be given the highs and lows of the new UI, including fantastical gems that have never existed until now and hidden shortcuts that you’ve been looking for all year. This discussion will not only be a breakdown of the hard-to-find features and newest content, it will also include recommendations for how to use this new data to make the most of Google’s hard work. Find true excellence with in the more robust audience reporting and greatly improved Opportunities within the new UI. Learn how the performance heatmaps and newly segmented graphs provide the insights you need for informed decision making? Finally, attendees will get a sneak peak of what’s coming down the road for this fancy new interface so they can sail through 2018 with the cutting edge on PPC reporting and performance.

 

This discussion will cover a range of knowledge levels. Experienced marketers will be able to create their own dashboards, reports, and layers of insights more easily using UI data shortcuts. This presentation will also debunk some of the most overwhelming aspects of the new AdWords interface and make the most cutting-edge aspects of the UI feel accessible to even novice advertisers.

Carrie Albright

Hanapin Marketing

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

Competitive Data Analysis

Aaron Levy

Elite SEM

Competitive Data Analysis

Coming soon!

Aaron Levy

Elite SEM

The Future Of Search & Social Advertising in a Mobile World

Jamie Smith

Campaign Watch

The Future Of Search & Social Advertising in a Mobile World

Are you struggling to make mobile ads convert? This session will show you exactly how to improve mobile ad performance on search and social campaigns. Learn recent developments in search and social advertising, the latest trends, tools and strategies with examples you can start using today. See how to take advantage of and profit from competitors ad and landing page tests. First you must segment and analyze traffic coming from mobile to create a baseline to measure or benchmark. Once a benchmark is created the optimization can begin! Learn how to use analytics data to dig in and see what conversion road blocks may be stopping your users from converting. In this session, you will learn:

  • How to crush your competitors on mobile
  • Best practices for strategy organization and communication
  • The four components of successful paid search and social strategy
  • How to avoid losing money with AdWords default mobile settings and what common traps to avoid

Jamie Smith

Campaign Watch

Competing on Google Shopping in 2018: Advanced Tactics to Elevate Shopping Management

Lewis Brannon

CPC Strategy

Competing on Google Shopping in 2018: Advanced Tactics to Elevate Shopping Management

With rising costs, an emergence of technology enablement, ever-evolving management strategies, and growing competition (most notably, Amazon) Google Shopping has become an increasingly more difficult channel to be successful.

Presented by CPC Strategy’s Sr. Retail Search Manager, Lewis Brannon, this presentation will cover strategies that apply to 2 core phases of Google Shopping management: 1) Becoming profitable and 2) Optimizing Shopping to align with larger business goals. What You’ll Learn:

  • The Google Shopping Auction – How the product feed, bidding, and traffic sculpting interplay
  • The ISO™ Strategy – How to use priority settings and keyword data to funnel search traffic and create brand-aware Shopping ads
  • Competing with Amazon & Big Box retailers – how to profitably increase click share

Lewis Brannon

CPC Strategy

Facebook Analytics

Susan Wenograd

Five Mill, Inc

Facebook Analytics

Coming soon!

Susan Wenograd

Five Mill, Inc

Breakouts
2:00 PM – 2:45 PM

How To Break into International PPC

Gil Hong

Seer Interactive

How To Break into International PPC

International PPC isn’t anything to be intimidated about, it needs to be approached like any PPC initiative by setting up expectations, tests, and goals. Don’t let being monolingual stop you from seizing international opportunity, after all, numbers are the same in any language, right? This session will go through what it takes to launch your campaigns on the global scale. Engaged attendees will leave this session with tried and true processes for:

  • Identifying markets
  • Managing translation options
  • Take-home tips for managing translated campaigns

Gil Hong

Seer Interactive

YouTube - The Most Valuable Impression on the Web (Creative, Targeting, & Strategy)

Cory Henke

Variable Media

YouTube - The Most Valuable Impression on the Web (Creative, Targeting, & Strategy)

This session will focus on the three most important aspects of building an efficient YouTube campaign.

  1. Creative – Attendees will garner a full understanding of true view model on YouTube. Best practices in video development and building specifically for the platform and placement. Lastly making the most of the most valuable impression on the web, zero to thirty seconds on YouTube.
  2. Targeting – Learn advanced tactical targeting strategies. New AdWords UI functionality. Combining search & video as well as what to expect in 2018 from YouTube and AdWords.
  3. Strategy – The truth about YouTube and when an advertiser is ready. How to compare YouTube and Facebook video from a user experience and advertising strategy perspectives.

Cory Henke

Variable Media

The Conversion Disconnect: Why Ad Platform Data Misguides You in Lead Gen

Erika Schmidt

Seer Interactive

The Conversion Disconnect: Why Ad Platform Data Misguides You in Lead Gen

It’s simple, the goal of lead gen marketing is to get leads. However, how often do these leads turn into sales? Are the leads even qualified? These questions and more are answered by the CRM. This presentation will explore how you can use the CRM to optimize campaigns and the sales process to stop wasting spend and valuable time on seemingly top-performing campaigns and focus on generating conversions that will turn into sales.

Erika Schmidt

Seer Interactive

Executing A Mind-Blowing Ad Extensions Strategy

Lisa Raehsler

Big Click Co

Executing A Mind-Blowing Ad Extensions Strategy

Ad extensions provided by AdWords and BingAds can help increase click-through-rates and quality scores by as much as 100%. While they’re easy to set up, most advertisers fail to take full advantage of their power to draw attention, reinforce messaging and capture maximum SERP real estate. This session will describe the strategy for each ad extension, explain their proper setup, and detail actionable advice for getting the best possible benefit.

Lisa Raehsler

Big Click Co

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

Moneyball Analytics: Measure What Matters & Make ROI Dreams Come True

Sam Ruchlewicz

Warschawski

Moneyball Analytics: Measure What Matters & Make ROI Dreams Come True

One of the most frequently-cited problems in the marketing industry is an inability to (1) properly identify, align, measure and track metrics relevant to a specific company, (2) quantify the value produced by various marketing initiatives, tactics and channels in a way that resonates with senior leadership and (3) use the data from (1) and (2) above to identify actionable insights to inform overall marketing spend and guide future marketing efforts.

In short: today’s business owners, executives and marketing professionals need a comprehensive framework for measuring and evaluating the efficacy of their efforts. This session provides that. At the end of the session, attendees will walk away with a comprehensive framework that enables them to effectively:

  • Identify the metrics that matter to their organization
  • Align those metrics to business outcomes
  • Use these “Moneyball” metrics to identify hidden value and optimize existing marketing mixes
  • Quantify the value of their efforts relative to the bottom-line outcomes of their company.

Sam Ruchlewicz

Warschawski

Crimes and Misdemeanors of the Enemies of PPC

Megan Kasubeck

Page Zero Media

Crimes and Misdemeanors of the Enemies of PPC

Do you ever find yourself having repeated conversations, struggling to build a case to justify PPC spend? Even though PPC seems to be about the best growth channel out there, it gets shut down and dissed by many. There seems to be all these other channels and mythological growth hacks that form a “Committee of Enemies of PPC”. After all these years we’re forced down a path to defend PPC. The patterns are the same and this session will:

  • Present a portfolio of behaviors, with real world examples of enemies who do not understand the benefit of increasing advertising dollars in paid search
  • Provide a sneak peak of the evidence that alludes to companies running PPC badly
  • Create a special task force and build a case to fight for paid search initiatives in this growth channel with a list of actionable attendee takeaways

Megan Kasubeck

Page Zero Media

Audience Targeting

Michelle Morgan

Clix Marketing

Audience Targeting

Coming soon!

Michelle Morgan

Clix Marketing

Amazon Ads

Amazon Ads

Coming soon!

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
Graphic