The bounty of options available to SEMs continues to multiply. The redefinition of AdWords exact match type is just an example. Audience targeting, automated ad testing and retargeting continue to evolve and promise higher conversions and ROI, but add complexity to the experienced SEM.
SMX Advanced dives into the breaking updates in SEM with sessions focused on the latest in advanced A/B testing, audience targeting, AdWords Experiments, enhanced analytics tactics and more. The conference agenda features sessions specifically designed to ensure you are taking advantage of new formats for your search advertising campaigns.
Search marketing experts from agencies and brands take center stage sharing actionable SEM tactics that accelerated their paid search performance.
Check out all the SEM sessions below.
Go deep with SEM tactics and learn from the best in the business – real world practitioners and experts who can show you what works, and what doesn’t in the fast paced world of paid search. Select from more than 10 sessions on SEM topics.
What's new with Google ads? What future developments and opportunities for advertisers can you expect. In this session, you'll hear directly from Google about the SEM landscape at the search and display giant.
With 20 percent market share, Bing offers many opportunities for advertisers to reach new markets, often at lower cost and greater return than its dominant competitor. In this keynote conversation, learn why Bing is a compelling alternative for search marketers.
While most of us spend our days toiling away in the deepest details of paid search campaigns, the Mad Scientists of paid search are running experiments, testing regression models and analyzing larger trends to unlock the fundamental secrets of paid search auctions, attribution, economics and search behaviors.
In this perennially popular session, you'll hear directly from distinguished marketing scientists as they present their latest discoveries, insights and knowledge you can test out for yourself.
SEM managers are under great pressure to improve conversion performance ASAP! In this session, our speakers will show you how they identify quick wins and how to repeat their successes over time. We'll cover landing page optimization techniques for B2B, B2C, lead generation, e-commerce and more.
You have questions? Ask us anything! Our panel of local search experts has answers. From the basics of local listing optimization, reviews and citations and local SEM to the more complex local search issues that can sink a campaign, we'll take all questions and turn them into actionable strategy and tactics that you can take home and start using. This is a PowerPoint-free session: no presentations, just answers to your questions!
Audience targeting allows you to be precise in choosing who sees your ads and the bids for each group. Enhance your toolbox with targeting options such as demographics, similar lists, in-market audiences and CRM data. Create custom combinations and fine-tune the displays for your audiences, or even exclude audience groups.
In this session, learn to use advanced audience targeting to identify prospects and customers and ultimately maximize the ROI of your campaigns.
Fake content and information is a growing problem for advertisers in 2017. Both Google and Facebook have taken steps to address the challenge of false news, but advertisers using other automated platforms may be unaware that their ads are displayed on sites that spread disinformation, foster partisan ire or promote hateful or discriminatory views. To avoid "guilt by association" brands need to understand and take steps to control where their online ads are displayed. Attend this session to learn how to avoid getting stung by this unfortunate online phenomenon.
A/B testing sounds easy, but there are many nuances to doing it properly that can confound even the most experienced advertisers. In this session, Ayat will share nine lessons learned from doing conversion optimization for hundreds of campaigns over the past eleven years. You'll learn critical lessons for the success of any A/B testing program, including
- the "Simpson paradox"
- how to overcome stakeholder bias
- why it's crucial to avoid the "bet at the bar" phenomenon
Advanced search marketers (Yes, that means you!) are best prepared to handle the growing complexity of traditional search and emerging social media advertising. Hey, you've mastered scripts, bid modifications and elaborate combinations of extensions, right? Tackling paid search and social requires similar thinking and detailed execution.
Learn how to apply your hard-earned expertise to marry search and social media advertising, creating the ultimate combination of push and pull.
Campaign drafts allow advertisers to test multiple changes to an existing campaign without actually pushing changes live and impacting results. This tactic is great for simple ad variation testing, but you can do so much more:
- testing variables like bidding to profitability
- assessing the effectiveness of individual extensions
- understanding the impact of extension cannibalization
- determining optimal campaign settings and more
Learn how to push beyond standard paid search metrics to get the most from your search and display campaigns.
When competitors bid on your branded keywords, it can confuse your customers and drive up your costs. How can you fight back? In this session, Lori shows you how to protect your branded keywords from even the most annoying competitors. You'll learn:
- how to report violations to the engines and get them to take down ads that infringe on their rules.
- how to bid on your competitors' keywords in a smart way to fight back.
- how to cooperate with partner advertisers to box out unwanted competitors.
You'll not only reclaim your rightful "turf" but also see CPCs drop and clicks increase when you fight back against unwanted brand bidding by advertisers.
No matter how much success you've achieved, as a SEM manager, you are always seeking more clicks, lower costs and higher profits.
In this panel, our experts will present their favorite tactics to rejuvenate underperforming or mature search and display ad campaigns, get rid of dead weight and find new growth in AdWords and Bing Ads search and display campaigns.
While it's not possible to capture an email address or other personally identifying information in Google Analytics, there is an effective way for you to track and target individuals with your ads, email and marketing campaigns. This session explores how you can use "UserId" variables to aggregate an individual's activity across all their devices on your sites to get a complete view of how they consume your content and behave before and after conversion.
Having a deep understanding of your customers and prospects is more than ever, especially if you are a well recognized brand. In this session, you'll learn from Adobe's Worldwide Search Operations Program Manager Maria Corcoran who will share the details of an extensive audience performance audit that provided deep insights that led to significant actionable tactics and improved results for all of Adobe's online marketing campaigns.
Since 2016, major brands have started shifting budget into Amazon's growing and increasingly important search platform. After all, why not reach shoppers when they are actually shopping?
In this session, Benjamin will discuss what makes Amazon Marketing Services (AMS) different and share how to implement win/pass/play strategies between AMS and other channels such as Google, audience-based buying and conversion optimization specific for AMS.
Much has changed since you last attended SMX Advanced. Expanded text ads replaced standard text ads. Then responsive ads replaced expanded text ads on the display network. Flash ads are gone, and HTML5 ads are here to stay. In the past year, all of your basic ad formats have changed. The starting place for ads is now ETAs and responsive ads.
In this session, we will examine the new ad formats, how to optimize them and how to maximize the performance of your campaigns in this brave new world.
Customizing ads on the fly is now a reality using ad customizers and business data feeds. Dynamically adding real-time data, such as pricing information, is possible by linking sources of data with the AdWords API.
Learn how using this tactic drives higher click-through rates and increases revenue.
The future of search will look drastically different than what we're used to. As visual search emerges, the way to engage a consumer and move them from inspiration to action is changing. Pinterest is spearheading this new approach to search, with its recent launch of a series of visual discovery tools. Learn how this new way of searching is allowing brands to reach consumers earlier in their decision-making process while bridging offline discovery with online search.
According to Apple, over 65 percent of downloads come directly from a search on the App Store. It follows that one of the best ways to help people discover your app is to use Search Ads, which are displayed at the top of App Store search results.
This session covers best practices for Search Ads, including advanced features to allow you greater control over your campaigns and the audience who will see your ads.
We often end up relying on educated guesses to justify ad spend, no matter how hard we try to understand SEM campaign attribution across devices, channels and networks
In his session, we'll:
- identify tactics for making better decisions from messy, complex data.
- generate better analytics data by deciding what's important and relevant.
- discuss how to work around data imperfections, blind spots and ambiguities.
- show how to tease actionable insights from analytics.
- generate reports that demonstrate your findings with crystal clarity.
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.
Although Uber is known as a global transportation network, the Uber mobile app is the life and soul of the company. In this session, Dan Held, Uber's Head of App Store Optimization reveals how the company markets the app, using both paid and organic approaches, and how it constantly strives to test, refine and improve the use and ubiquity of its essential mobile platform.
From macro trends to micro tactics, here's your opportunity to ask our panel of leading paid search experts anything and everything ad-related.
No PowerPoint. No holds barred. No BS. An open Q&A to get all your questions answered.
View the complete agenda here.