Obsessed With SEO & SEM

March 21-23, 2017

10 years of search marketing success

Optimizing ETAs and expanding SEM efforts to increase conversions and drive ROI

The bounty of options available to SEMs continues to multiply. Expanded Text Ads (ETAs) were just the beginning. Audience targeting, automated ad testing and retargeting continue to evolve and promise higher conversions and ROI, but add complexity to the SEM’s role at an equally dizzying rate.

SMX West dives into the breaking updates in SEM with sessions focused on what Bing and Google have been up to: dynamic ads, RLSA, Google Customer Match, Sitelink Extensions 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.

Employing SEM tactics is just a single ingredient for success. Having quality, digestible data that provides deeper insights into your paid search performance only reinforces your (continued) investment in paid search. That’s why SMX offers a track with sessions completely dedicated to conversions, data and analytics — all crucial topics that prove the value of your SEM efforts.

Check out all the SEM and Analytics sessions below.

SEM Sessions

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 20 sessions on SEM topics.

  • Show All Session Details
  • Hide All Session Details

Thinking Outside The SEM Box

+ Learn More
labels Close

Overview

With so many changes coming at us all the time -- new ad formats, new bidding capabilities, new targeting possibilities -- it's hard to keep up much less take advantage of every new opportunity. In this session, our expert panelists will share ways they've thought outside the box to capitalize on recent changes that have helped them gain more leads, more sales and more success with SEM.

Speakers

Susan Wenograd

Partner & SEM Manager, Five Mill, Inc, @susanedub

Rhonda Hanson

Head of Global Advertising, Namecheap

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Advertising In Maps: Unparalleled Local Context

+ Learn More
labels Close

Overview

Advertising on map platforms (Google Maps, Bing, etc.) can help increase visibility to consumers searching for a location or activity. Most notably, Google's new ad placement in the "local pack" has changed local search advertising equation.

In this session, you'll learn when and why a map advertising strategy makes sense. You'll also see examples of recognizable brands making the most of map placements, hear best practices for execution and walk away with actionable tactics for scaling map placements across hundreds of locations.

Speakers

Caleb Donegan

VP, Product & Digital Strategy, Balihoo, @calebdonegan

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

The Nine Billion Ads Of Search

+ Learn More
labels Close

Overview

While it may seem that all the ads in the world have already been written and that no new ideas are left, the quest for better ads is at the core of search marketing success. And true SEM pros find new opportunities by testing, tweaking and improving their efforts for success.

You'll leave this session with best practices for crafting powerful new text and display ads, and more effective strategies for measuring and testing performance.

Speakers

Brad Geddes

Co-Founder, AdAlysis, @bgTheory

Mark Irvine

Sr Data Scientist, Wordstream, @MarkIrvine89

Virginia Tonning

Global Manager of Paid Search, Schneider Electric, @vtonning

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Inside The Amazon Shopping Engine

+ Learn More
labels Close

Overview

Are you selling on Amazon.com and looking to improve your sales and ROI?

This session focuses on the two core components of marketing on Amazon: the A9 algorithm and Amazon Marketing Services (AMS). You'll learn about the main components of the Amazon algorithm and how to optimize your products for it. You'll also get an inside view of how AMS functions and its targeting features, illustrated with case studies demonstrating how these techniques work to increase sales and maximize the impact of your marketing dollars.

Speakers

Tony Verre

Founder, DreamFire Digital Marketing, @TonyVerre

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

Fun (And Profit!) With Dynamic Ads

+ Learn More
labels Close

Overview

Search advertisers dream of creating personalized ads for every potential customer. With emerging ad platforms and new capabilities and enhancements, the dream is becoming a reality. It's easier than ever to tailor your ads with customizers, create remarketing campaigns that include components of your website and semi-automate your ad and keyword selection with dynamic search ads.

In this session, we will examine the wide range of dynamic ad formats and give you strategies for implementing these tactics in your own accounts.

Speakers

Michelle Morgan

Director of Client Services, Clix Marketing, @michellemsem

David Szetela

President, FMB Media, @szetela

Steven Hammer

President, RankHammer, @armondhammer

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

Paid Search Fundamentals

+ Learn More
labels Close

Overview

With searchers turning to Google and Bing 5+ billion times every day, paid search allows you to quickly and effectively generate quality traffic from search engines on a cost-per-click (CPC) or pay-per-click (PPC) basis.

This session covers the basics of how to purchase placement from the major search engines, including best practices for achieving success and profitability with your ads.

Speakers

Matt Van Wagner

President, Find Me Faster, @mvanwagner

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Findability & Shoppability Beyond Google

+ Learn More
labels Close

Overview

As consumers increasingly bypass traditional search engines on their quest for a specific product or brand, it's no longer enough to have page one Google rankings or a successful AdWords campaign. Marketers must take control of their presence on shoppable websites and develop paid and organic strategies for the sites that consumers are favoring over conventional search engines.

This session focuses on the shifting landscape and will help brands own their presence and drive online sales above and beyond the traditional search result page.

Speakers

Chris Humber

Head of Search, Catalyst, Part of GroupM Connect, @ChrisHumber

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

Always Be Testing To Always Be Closing

+ Learn More
labels Close

Overview

While ongoing testing is important for all advertisers, businesses can have a significantly more complex sales funnel, a longer buying process and special challenges that only apply in a B2B world.

In this session, we'll explore unique approaches for testing and managing B2B paid search accounts that go beyond traditional "click-then-buy" tactics.

Speakers

Robert Brady

Founder, Righteous Marketing, @robert_brady

Adam Proehl

Partner, NordicClick Interactive, @adamproehl

Ayat Shukairy

Co-founder at Invesp VP Marketing and FigPii, Invesp, @ayat

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

Getting The Most Out Of Google & Bing Shopping

+ Learn More
labels Close

Overview

Many retailers generate up to 50 percent of their annual sales during holidays and special events throughout the year. Even those that don't make the most of their SEM-powered shopping campaigns to maximize revenue and fend off competition by successfully using the Google & Bing shopping platforms.

In this session, you'll learn how to take your shopping campaigns to the next level with insights from holiday season results, detailed feed optimization tricks, campaign structure insights and more. Plan your 2017 holiday campaigns early this year.

Speakers

Andreas Reiffen

CEO and Founder, Crealytics, @AndreasReiffen

Todd Bowman

Director, SEM and Feeds, Merkle, @ToddBowman68

Jake Favaro

Account Director, 3Q Digital, @3QDigital

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch

+ Learn More
labels Close

Overview

Multidisciplinary search marketers (yes, that means you!) are best prepared to handle the growing complexity of digital advertising and fulfill the omnichannel promise. If you've mastered scripts, bid modifications and elaborate combinations of extensions, using paid search and social media together could be your next big move.

In this session, you'll learn how to apply your hard-earned expertise to marrying search and social media advertising, creating the ultimate combination of push and pull.

Speakers

Sahil Jain

CEO and Co-founder, AdStage Inc., @sahilio

Maggie Malek

Head of Social Media, MMI Agency, @MagsMac

Justin Freid

Vice President of Emerging Media, CMI Media, @justin_Freid

Moderator

Pamela Parker
Contributing Editor, Search Engine Land, @pamelaparker

Conversion Rates & The Law of Diminishing Astonishment

+ Learn More
labels Close

Overview

We all know how exhilarating it can be to optimize new campaigns when double-digit returns are relatively easy to achieve. Eventually, though, growth flattens, and gains are tougher to come by. Grasping at straws with untested tactics and ideas is not the way to ensure continued success.

Our panel of experts will share conversion optimization strategies that reinvigorate the performance of mature campaigns. You'll learn the tactics, processes and best practices that have worked to minimize the "Law of Diminishing Astonishment" and find new ways to reignite growth in your campaigns.

Speakers

Ayat Shukairy

Co-founder at Invesp VP Marketing and FigPii, Invesp, @ayat

Jeremy Epperson

Director of Conversion Optimization, 3Q Digital, @Jeremy3Q_CRO

Amy Balliett

CEO, Co-Founder, & Chief Swiss Army Knife, Killer Infographics, @topinfographics

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Your Mobile PPC Sucks (But It Doesn't Have To!)

+ Learn More
labels Close

Overview

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.

Speakers

Maddie Cary

Director of Paid Search, Point It, @MaddieMarketer

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Your Retargeting Sucks (But It Doesn't Have To!)

+ Learn More
labels Close

Overview

Retargeting can be powerful but frustrating for both the advertiser and consumers. After all, how often have you seen an ad for a product you've recently purchased or been forced to see ads for prom dresses your daughter viewed on your shared tablet? These are just two common mistakes that needlessly waste budgets and annoy potential and existing customers.

In this session, you'll learn how to carefully fine-tune your retargeting efforts for maximum impact and how to tailor various campaign settings such as viewing caps, audience segments, cookie duration, day parts and other parameters to make sure your ads aren't creating a negative impression.

Speakers

Elizabeth Marsten

Senior Director, e-Commerce Growth Services, CommerceHub, @ebkendo

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Your Programmatic Sucks (But It Doesn't Have To!)

+ Learn More
labels Close

Overview

The programmatic media buying segment of the digital advertising universe appears to be expanding and contracting simultaneously, thereby defying the laws of the known universe. Programmatic media buying is immensely popular, yet the entities involved seem to be at war with one another. The issues at hand are transparency and making the industry move forward and all the controversy is dragging the industry down. It doesn't have to be this way, and in this session, our speaker will discuss best practices, positive outcomes and putting this buying and planning framework on the right track for you.

Speakers

Kevin Ryan

CEO, Motivity Marketing, @KevinMRyan

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Survive & Thrive With SMB PPC

+ Learn More
labels Close

Overview

Creating a successful SEM campaign for a small or medium-size business (SMB) is challenging and becoming more complex as platforms add new formats, options and targeting capabilities. Small budgets and low traffic can make these tools and features challenging to use.

In this session, we will identify the main challenges with SMB PPC (pay-per-click) and discuss ways to be successful. Topics include:
- setting your account up for success
- targeting with an SMB budget.
- budgeting with an SMB limit.
- reporting tips & tricks for the SMB advertiser.

Speakers

Kirk Williams

Owner & Minion, ZATO, @PPCKirk

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

Attribution Success In A Cross-Device World

+ Learn More
labels Close

Overview

With mobile ad clicks now exceeding mobile on many channels, marketers face an even more complex challenge of attributing the impact of their various campaigns. Google, Microsoft, Facebook and others all have various approaches for measuring and reporting cross-device impact.

In this session, we'll take an in-depth look at how marketers are addressing cross-device and multi-touch attribution, including Google's total conversions reporting, proper modeling and tagging for better cross-device attribution.

Speakers

Bryant Garvin

Director of Marketing, Purple, @bryantgarvin

Mike Henderson

Digital Marketing Director, SuretyBonds.com, @innuhendo

Jeremy Hull

VP, Innovation, iProspect, @JeremyHull

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Intelligent Bidding Using Non-SEM Marketing Data

+ Learn More
labels Close

Overview

There are many tools that help advertisers determine bids available directly within ad platforms. But great search marketers know there is also a wealth of conversion data from other marketing channels (email, display, affiliates, etc.) that can also be used to increase revenue and save costs in SEM campaigns.

In this session, you'll hear how Groupon introduced a bid modifier based on data from these non-SEM sources and improved campaign performance. Using these non-SEM data sources, they were able to identify high-performing items quickly, even before they demonstrated significant performance in search results.

Speakers

Pravin Thampi

Global Product Manager, Search Marketing, Groupon Inc.

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

The Lowdown On Google Customer Match

+ Learn More
labels Close

Overview

When it launched in late 2015, Customer Match was lauded as a game-changer for Google, allowing advertisers to target users based on email addresses. This opened up new possibilities for targeting, messaging, bidding and landing pages; and it has been powerful for reactivating dormant buyers and email list unsubscribers for advertisers.

This session explores the challenges of Customer Match with building lists that meet Google's minimum audience size requirements (particularly for B2B brands), and compares potential volume and value to the more established RLSA products. You'll learn how to maximize the use of these tools and discover where the best value lies.

Speakers

Andy Taylor

Senior Research Analyst, Merkle | RKG

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

Advanced Audience Targeting

+ Learn More
labels Close

Overview

Audience targeting allows you to be precise in choosing who sees your ads. Google provides the fundamental audience targeting tools, but you can enhance your targeting through remarketing lists, custom combinations and affinity lists. You can also fine-tune by excluding groups that fall outside your targeted demographic or other criteria.

In this session, learn to use advanced audience targeting to identify prospects and customers, and maximize the ROI of your campaigns.

Speakers

Austin Denny

Audience Science Lead, PMG

Julia Vyse

Senior Manager - Enterprise Performance Media, Mediative, @julia_vyse

Michelle Morgan

Director of Client Services, Clix Marketing, @michellemsem

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

Brands Talk Search Marketing

+ Learn More
labels Close

Overview

Brands face unique challenges when it comes to search marketing, including:
- maintaining their brand image within restrictive headline and description requirements.
- ensuring that testing takes into account other branding efforts.
- following trademark guidelines and more.

Brands also face major SEO challenges, such as coordinating the ownership of keywords, content and other assets with other marketing groups.

In this session, you'll hear from brand SEO and SEM experts about how they are handling these and other challenging issues in their search marketing campaigns.

Speakers

Jason White

Director of SEO, The Hertz Corporation

Garth O'Brien

Director & Global Head of SEO, GoDaddy, @garthobrien

Inna Meklin

Senior Manager of Search Marketing, Adobe, @innameklin

Amber Fehrenbacher

Chief Marketing Officer, SuretyBonds.com, @afehrenbacher

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

SEM Tune-Up Clinic With The SMX Mechanics

+ Learn More
labels Close

Overview

Just like your favorite old car, paid advertising campaigns can use a tune-up every now and then to keep them running well.

In this hands-on clinic, our certified (and certifiable!) SMX SEM Mechanics will offer you their best expert advice on your PPC ads, bidding tactics and anything else on your mind. Bring your toughest paid search questions! Based loosely on the hilarious NPR radio show, "Car Talk," this session is guaranteed to be as fun as it is informative.

Speakers

David Szetela

President, FMB Media, @szetela

Maddie Cary

Director of Paid Search, Point It, @MaddieMarketer

John Lee

Sr. Client Development and Training Manager, Bing Ads Academy, @john_a_lee

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

How To Find, Hack & Build Great AdWords Scripts

+ Learn More
labels Close

Overview

AdWords Scripts are a powerful addition to your SEM toolkit. You can use scripts to:
- create and automate delivery of custom reports.
- alert you to issues in your account.
- calculate and implement bid changes.
- manage ads, keywords, campaigns and ad groups.
- integrate external data sources such as your Twitter feed, product inventories and weather forecasts to form a more complete picture of site activity and conversions.

In this session, we'll demonstrate the capabilities of scripts, discuss best practices, and provide detailed instructions for creating and implementing scripts in your AdWords campaigns.

Speakers

Kristoffer Belau

Director, Digital Marketing, Firewood Marketing, @goodstorykris

Mitch Larson

Ad Operations Lead, Aimclear, @mitchperclick

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Protecting Your Brand In The Era Of Fake News

+ Learn More
labels Close

Overview

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.

Speakers

Seth Meisel

Digital Marketing Manager, Thriftbooks.com, @SethMeisel

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

Consumer-Led Change: How To Stay Relevant & Build Success

+ Learn More
labels Close

Overview

Let's talk about what motivates the always-online, always-connected consumer. We'll examine examples of brands who have managed to attract their attention and look at some of the seismic shifts approaching us, such as: the sharing economy (and what it means to your business), where their time is being spent and data footprints coupling with mobile & personal assistants to produce more personalized experiences that find us when needed. Going forward, location and context will be paramount to success.

We'll look at strategies and search-based tactics you can employ in your own marketing plans as we move forward into this brave new future.

Speakers

Duane Forrester

Vice President of Industry Insights, Yext, @DuaneForrester

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

How Brands Test Their PPC Ads

+ Learn More
labels Close

Overview

Brands have special challenges when it comes to ad testing. They need to monitor their brand terms closely while often working with a large set of ads that might not always get many impressions or clicks. They must also test which ads are best for their brand terms vs. generic terms. This session explores best practices and practical considerations that all brands must take into account when managing their SEM campaigns.

Speakers

Brad Geddes

Founder, AdAlysis, @bgTheory

Moderator

Pamela Parker
Contributing Editor, Search Engine Land, @pamelaparker

Maximizing Performance By Testing And Optimizing Paid Search Ads

+ Learn More
labels Close

Overview

Smart marketers know testing is critical to improve ad performance. ROI and conversion increases are achievable by testing multiple ad variations for a single product or service, all based on the same set of keywords. Testing is even more important now that Google has introduced expanded text ads, the next-generation format designed for a mobile-first world with both users and advertisers in mind.

Pedro Paredes from Viator, a TripAdvisor Company, has tested thousands of ads, and will share case studies showing how the company optimized ad creatives to see which ads resonated with customers and performed best.

Speakers

Pedro Paredes Haz

SEM Analyst, Viator, a TripAdvisor Company, @pedropar

Moderator

Pamela Parker
Contributing Editor, Search Engine Land, @pamelaparker

SEO & PPC In Trademark Law: The High Price Of What You Don't Know

+ Learn More
labels Close

Overview

The application of trademark law in the digital marketplace is redefining the rules of engagement for everyone. SEO and paid search tactics could shift from what has traditionally been considered acceptable use into a zone that incurs liability. Attorneys and search marketers may be unaware of the risks involved in pushing the envelope within existing and future campaigns.

In this session, expert witness Chris Silver Smith discusses the outcome of a landmark PODS/U-Haul lawsuit, with some additional examples of other cases and situations. Chris will also illustrate the evolving landscape of trademark use and search marketing.

Speakers

Chris Silver Smith

Founder & CEO, Argent Media, @si1very

Moderator

Jessica Thompson
Associate Features Editor, Search Engine Land, @jessotron

Updating Your SEM Toolbox With New Shiny Tools

+ Learn More
labels Close

Overview

Managing SEM campaigns without the right tools is like hammering nails with a screwdriver. You can do it, but it's not going to be pretty.

Our SEM experts will tell you what SEM tools they rely on, what tools they've ditched and what shiny new tools they are most excited about. You are going to want to take notes in this session!

Speakers

Wijnand Meijer

Sr. PPC Strategist, iProspect, @wijnandmeijer

Mona Elesseily

VP Online Marketing Strategy, Page Zero Media, @webmona

Matt Van Wagner

President, Find Me Faster, @mvanwagner

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Best Of Show / Key SMX Takeaways

+ Learn More
labels Close

Overview

After three days of thought leadership, meaningful insights and tactics, you'll have your own list of top takeaways, favorite sessions and speakers.

We know you wish you could have attended every session, but have no fear! In our "Best of Show" session, speakers and fellow attendees will share their top SMX takeaways.

Speakers

Bryson Meunier

SEO Director, Vivid Seats Ltd., @brysonmeunier

Mike Henderson

Digital Marketing Director, SuretyBonds.com, @innuhendo

Purna Virji

Senior Client Development and Training Specialist, Bing Ads, Microsoft, @purnavirji

Mona Elesseily

VP Online Marketing Strategy, Page Zero Media, @webmona

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

Analytics & Conversion Sessions

  • Show All Session Details
  • Hide All Session Details

The Rapidly Changing World Of Offline Targeting And Attribution

+ Learn More
labels Close

Overview

Mobile devices and location intelligence have made it possible to identify audiences and their activities in the physical world. This is quietly revolutionizing digital marketing and attribution, even traditional media measurement. Google, Facebook and an array of others now have the ability to connect digital media and ad exposures to offline store visits and even conversions. Marketers must understand these capabilities, how they work and their dramatic "closed loop" implications for media planning and ROI measurement.

Speakers

Todd Silverstein

US Managing Director, Paid Media & Search, Edelman

Kelley Schultz

Director of Digital & Analytics, DialogTech, @kelleyliefer

Drew Breunig

VP, Business Applications, PlaceIQ, @dbreunig

Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

Brick & Mortar's Secret Weapon: Search Data

+ Learn More
labels Close

Overview

Retailers of all sizes have been hit hard by the popularity of e-commerce giants like Amazon. As a retailer, how do you maximize the value of foot traffic by delivering highly relevant and enjoyable consumer experiences?

Meet your new secret weapon: search data. Your search data offers you robust insights for key areas of in-store marketing such as promotions, giveaways and product displays.

Join Catalyst's search and retail expert, Andrew Ruegger, as he explains how marketers can leverage search data to improve in-store experiences and increase sales.

Speakers

Andrew Ruegger

Senior Partner, Head of Data Science, Catalyst, @aruegger

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

Google Analytics And The Rise Of (Free!) DIY Audience Marketing

+ Learn More
labels Close

Overview

It's an understatement to say that the internet is a vast place. But no matter how big it is, segmenting your audiences in Google Analytics provides a transparent way to understand and break down your site visitors and audiences. Using segments helps search marketers fine-tune how to speak to different visitors in different ways, increasing both efficiency and efficacy.

Attend this session to learn:
- what questions to ask when designing audience segments.
- best practices and how to best use segmentation.
- how to perform complex audience research with your existing ad platforms and analytics suites.

You'll leave this session knowing how to use audience marketing to increase conversion rates and more effectively identify and target potential customers.

Speakers

Andrew Garberson

Manager of Search, LunaMetrics, @garberson

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

Your Retargeting Sucks (But It Doesn't Have To!)

+ Learn More
labels Close

Overview

Retargeting can be powerful but frustrating for both the advertiser and consumers. After all, how often have you seen an ad for a product you've recently purchased or been forced to see ads for prom dresses your daughter viewed on your shared tablet? These are just two common mistakes that needlessly waste budgets and annoy potential and existing customers.

In this session, you'll learn how to carefully fine-tune your retargeting efforts for maximum impact and how to tailor various campaign settings such as viewing caps, audience segments, cookie duration, day parts and other parameters to make sure your ads aren't creating a negative impression.

Speakers

Elizabeth Marsten

Senior Director, e-Commerce Growth Services, CommerceHub, @ebkendo

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

How To Use Event Tracking To Improve Marketing Performance

+ Learn More
labels Close

Overview

Tracking specific user actions on your website such as downloads, video plays and outbound link clicks reveals what content visitors are engaging with and can help move them deeper into the marketing funnel. The data you get from event tracking provides insights into hard-to-answer questions that marketers like you struggle with. For example, what do users want next, and how you can get in front of people who interacted with a specific component or piece of content on your website?

This session introduces new event tracking strategies and tactics that show you how to keep users engaged beyond a specific action.

Speakers

Joe Martinez

Senior Manager, Paid Media & Community, Granular, @MilwaukeePPC

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

Google Tag Manager: The Marketer's Essential Multi-Tool

+ Learn More
labels Close

Overview

Most search marketers are familiar with using Google Tag Manager for analytics, conversion tracking, remarketing and other tasks that provide insights into what visitors are doing on a site.

But with little effort, GTM can do much more to help you gain even deeper insights and understand the behavior of your visitors and customers, helping you make better business decisions and maximize ROI.

Speakers

Jonathan Weber

Data Evangelist, LunaMetrics, @jonathanweber

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

Intelligent Bidding Using Non-SEM Marketing Data

+ Learn More
labels Close

Overview

There are many tools that help advertisers determine bids available directly within ad platforms. But great search marketers know there is also a wealth of conversion data from other marketing channels (email, display, affiliates, etc.) that can also be used to increase revenue and save costs in SEM campaigns.

In this session, you'll hear how Groupon introduced a bid modifier based on data from these non-SEM sources and improved campaign performance. Using these non-SEM data sources, they were able to identify high-performing items quickly, even before they demonstrated significant performance in search results.

Speakers

Pravin Thampi

Global Product Manager, Search Marketing, Groupon Inc.

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

How To Find, Hack & Build Great AdWords Scripts

+ Learn More
labels Close

Overview

AdWords Scripts are a powerful addition to your SEM toolkit. You can use scripts to:
- create and automate delivery of custom reports.
- alert you to issues in your account.
- calculate and implement bid changes.
- manage ads, keywords, campaigns and ad groups.
- integrate external data sources such as your Twitter feed, product inventories and weather forecasts to form a more complete picture of site activity and conversions.

In this session, we'll demonstrate the capabilities of scripts, discuss best practices, and provide detailed instructions for creating and implementing scripts in your AdWords campaigns.

Speakers

Kristoffer Belau

Director, Digital Marketing, Firewood Marketing, @goodstorykris

Mitch Larson

Ad Operations Lead, Aimclear, @mitchperclick

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Maximizing Performance By Testing And Optimizing Paid Search Ads

+ Learn More
labels Close

Overview

Smart marketers know testing is critical to improve ad performance. ROI and conversion increases are achievable by testing multiple ad variations for a single product or service, all based on the same set of keywords. Testing is even more important now that Google has introduced expanded text ads, the next-generation format designed for a mobile-first world with both users and advertisers in mind.

Pedro Paredes from Viator, a TripAdvisor Company, has tested thousands of ads, and will share case studies showing how the company optimized ad creatives to see which ads resonated with customers and performed best.

Speakers

Pedro Paredes Haz

SEM Analyst, Viator, a TripAdvisor Company, @pedropar

Moderator

Pamela Parker
Contributing Editor, Search Engine Land, @pamelaparker

 

Obsessed with SEO and SEM?

View the complete agenda here.

Tell me more about SMX West!

Get insider announcements, exclusive offers and breaking news.

Back to Top