Google often doesn't know how to best represent service-based businesses, because they often lack both a product and a real-world location. But that needn't be an issue if you approach SEO with the appropriate mindset. In this session, you'll learn:
With 20% market share, Bing offers many opportunities for advertisers to reach new markets. Hear what the Bing Ads team has been working on, what's in store for advertising opportunities on the platform and where Microsoft sees search headed.
In today's challenging marketing world, the ability to align messaging across channels, segment your best performing audiences and create cohesive journey-mapping from awareness through sales is critical for success. It's especially challenging because getting it right means closely collaborating and coordinating with multiple departments and stakeholders.
This session explores how to get in step with your customer (and your team) as they follow their own paths towards interest, engagement and conversion.
It used to be that you'd come up with a list of keywords, and some targeting and launch your campaign.
Not any more. In this session, we'll show you how to get the most out of all your targeting options right from the start -- keywords and match-types, bids, devices, locations, audiences, ad copy and more -- by leveraging them all together for maximum impact on ad spend and conversion.
Collecting and reporting website visitor data gets more sophisticated every day. But credible attribution remains elusive, and a sea of data without effective methods and tools for analysis doesn't help guide future marketing initiatives, budgets and websites updates.
In this session, our analytics experts will expose you to new methods, reporting tools, data connectors and attribution options available to help bring your data into better focus.
As an SEM, your ability to maximize the tools you have at your disposal is critical. And while new features and functionality from Google Ads and Bing can be great, it's just more for you to learn. Today, you have to stay on top of Google phasing out the "old" AdWords interface, and it's your job understand what's changed, what's new and where you can squeeze even more value out of your campaigns.
In this session, you'll discover the latest updates, learn how to work faster and smarter in the Google Ads & Bing Ads interfaces and leverage powerful desktop editors to get more out of your campaigns.
In this keynote conversation you'll hear what's new with Google ads and what future developments and opportunities for the company is working on for advertisers. In this session, you'll hear directly from Google about the SEM landscape at the search and display giant.
Want to write the best ads the world has ever seen, and then prove you've done it?
This session focuses on the process of designing, implementing and measuring the results of search advertising testing. You'll learn what can and cannot be tested, how to design robust tests and the skills to identify all the biases and underlying problems of testing PPC campaigns.
Our panelists will talk about best-practice processes and illustrate with case studies how to design the most effective keyword, bid level, messaging and landing page tests. You'll also get insights into how to test and validate higher-level business questions that you must answer to successfully implement search advertising campaigns.
Data is our best friend and a frustrating nemesis that thwarts interpretation with sheer volume and conflicting signals.
Mastering analysis is crucial for successfully managing and fine-tuning accounts and for transforming data into insight for your boss, clients and other key stakeholders.
Attend this session for an advanced course in data-driven storytelling. You'll learn to transform unorganized data into compelling and convincing presentations that showcase the trends, successes and future potential of your SEM campaigns.
In this session, our expert speakers share what works in Facebook campaign optimizations and what doesn't. From audience development and targeting to creative options to measurement and reporting, you'll walk away with actionable takeaways for generating qualified leads and conversions from Facebook ads.
The success of any integrated marketing effort relies on your ability to maximize the reach, awareness and performance of your display and video campaigns across multiple touch points. If you're already running campaigns on the Google Display Network and YouTube, or if you're just starting out with the new Bing Audience Ads and want to see greater success, this session is for you.
You'll get real-world insights on how to prioritize ad formats and creatively use audience segmentation, as well as strategies for picking placements, considerations for brand protection and the employment of attribution methods for display.