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.
With all the options available in AdWords and Bing Ads, creating simple, effective ads has never been so complex. In this session, we'll cover both the art and mechanics of crafting great online ads. We'll cover creative copywriting, how to assemble ad formats, extensions and targeting options for greatest potency, how to design and deploy display ads of every shape and size, and how to integrate ad automation tactics for greater scale and messaging precision.
From initial structure to ongoing optimization and last minute tips for holiday success, our panelists will share tips and strategies to systematically and creatively cultivate your Bing and Google Shopping Campaigns into healthy, productive year-round ROAS generators.
For advertisers, especially those with e-commerce storefronts, it can be difficult to make traditional, unbranded SEM worth the investment. Low CTR and conversion rates are symptoms of targeting too large a group, but many marketers don't know how to drill down to the ready-to-buy audience.
The good news is that it's possible for e-commerce brands to do detailed geotargeting using "synthetic locations," finding pockets of motivated buyers and matching them with micro-relevant messages. This session explores setup and optimization, creative and sourcing data to leverage the power of local hypertargeting.
As the world becomes increasingly connected, it's becoming more vital than ever for virtually all businesses - regardless of size - to have a global online presence. And taking a one-size-fits-all approach won't cut it. Learn from Frederic Schaub, Partner at The Consultancy Group, and formerly Marriott International's Digital Services Senior Manager of Global Strategy as he discusses the right (and wrong!) approaches to international SEO, PPC, social and content, and how marketers can win when going global.
Maximizing reach, awareness and performance of your display campaigns is critical to success of GDN campaigns.
This session covers the best ways to prioritize ad formats, creative use of audience segmentation, placement strategies and brand protection considerations and will include a discussion of attribution methods for display.
Paid search (aka SEM) allows you to generate traffic from search engines by purchasing ads, usually on a cost-per-click (CPC) or pay-per-click (PPC) basis. Knowing the basics of how to structure your first campaign can make the difference between success and failure, and the ability to prove the effort has delivered value is critical to new SEMs.
This session covers the basics of how to purchase placement from the major search engines, including best practices for success with your ads.
Setting up and running multinational campaigns is the new frontier for search marketers. But it's not enough just to translate a website and expect good results. Effectively using Hreflang annotations, ensuring proper translation and cultural localization, mastering hosting issues and working with different currencies, tariffs and payment systems require careful work.
This session shows you how to master the lingua franca of the international marketplace without making costly mistakes.
You're already successful with Product Listing Ads and Product Ads. Now your focus is on building product search campaigns to drive sales on other channels, including Facebook, Pinterest and Amazon.
In this session, our expert speakers will address opportunities that each of these platforms represent and help retailers ramp up for the holidays.
Google has doubled down on Accelerated Mobile Pages (AMP), pushing site owners in every business vertical to convert their sites to support the specification. Google cites multiple case studies highlighting publishers that have seen significant gains in both traffic and conversions with AMP adoption. In Google's new mobile-first world, brands are left to consider whether or not adopting AMP is a smart long-term strategy.
To get an unbiased look at AMP adoption, gains and losses that result and its ease of implementation, we conducted a survey of our Search Engine Land audience. Come to this session for the results, and to hear panelists share their own experiences with AMP. You'll hear case studies from a large publisher, an e-commerce site, and a technical SEO to get a full spectrum view of the challenges and benefits of AMP adoption.
SEM experts are best suited to master the growing complexity of traditional search and emerging social media advertising. Hey, you've mastered scripts, bids modifications and elaborate combinations of extensions, right? Tackling social requires similar thinking and detailed execution to get positive results.
Learn how to apply your hard-earned expertise to marry search and social media advertising, creating the ultimate combination of push and pull.
We get it. Marketing is now a software-powered discipline that blends the art of creative and science of data. New technologies are deeply interwoven into marketing operations and strategy. Effectively harnessing them demands new capabilities, talent and management.
In this inspiring keynote, Scott will discuss:
- the evolution of marketing from the "arts and crafts department" to a results-producing, software-driven dynamo,
- how organizations are reinventing their operations and institutional metabolism to cope with the always-on and multichannel world,
- and why search marketers are uniquely qualified to lead in the new "martech era."
Brands face unique challenges when it comes to SEM, including:
- maintaining 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 significant SEO challenges: coordinating the ownership of keywords, content and other assets with various other marketing groups.
Come hear how brands are handling these and other challenging issues in their search marketing campaigns.
"Trust but verify," says the Russian proverb; it's even more true for SEMs today. And while everything in your SEM campaigns can be tested, not all types of tests yield actionable results. The techniques and methods, and the how and why of testing, may change depending on whether you are testing ads, landing pages, keywords, bid methods, or even something most of your competitors haven't thought of copied yet.
In this session, SEM experts will show you how they write their greatest ads and how they test more quickly and effectively. They will also share their proven processes for maintaining high performance day after day and month after month.
With artificial intelligence, machine learning, data science, business automation, creative scripting, chatbots and other cutting-edge technologies, the role of the modern search marketer changes as rapidly as the advancements in marketing technology happen. Powerful platforms exist that appear to render SEO and SEM professionals virtually obsolete, but things are rarely as they seem. Now more than ever, human creativity and insight need to direct these scalable technologies.
Join our panel -- comprised of a seasoned content marketer, a veteran "Mad Man" and an analytics guru -- for a deep dive into the role machines and humans play modern marketing. You'll get insights into the realities search marketers face in the new machine learning/AI-enabled platforms landscape. You'll also learn tactics to address the most pressing challenges you face today, and how to prepare for what's next to ensure conversions -- and survival -- in this "rise of the machines."
Audience targeting allows you to be precise in choosing who sees your ads and the bids for each group, but getting it right can be tricky and takes testing. And today, your options for targeting are greatly enhanced with options such as demographics, similar lists, in-market audiences and CRM data. Once you master the basics, you'll be able to create custom combinations and fine-tune 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.
"Give me a lever long enough and a fulcrum on which to place it, and I shall move the world." -- Archimedes
Working with marketing partners -- franchisees, resellers, affiliates -- is a great way to amplify your marketing efforts. But if not managed conscientiously, they can also cause friction, waste resources and confuse or alienate customers.
In this session, you'll learn how marketers who have developed successful large-scale partnerships created win-win programs that benefited all key stakeholders.
Whether you are running a single campaign or managing multiple accounts for multiple clients, your ability to stay ahead of your competition depends on how quickly and effectively you manage and leverage your time.
In this session, we'll show you tactics, strategies and tools to move from manual to automated management of repetitive tasks. You'll be prepared for artificial intelligence (AI) tools that promise to radically change how we all manage our campaigns.
B2B advertisers face unique challenges such as finding enough search volume on technical, niche keywords, keeping clear of high volume consumer-oriented keywords. long sales cycles that happen mostly offline, and countless others. In this session, seasoned B2B marketers will share their hard-learned strategies and tactics for creating profitable B2B ad campaigns.
Tools available in Adwords, Analytics and now Google Attribution, as well as third-party tools, provide more flexibility and insights than ever. But that doesn't mean attribution has become easier, or is even "solved" for most advertisers.
In this session, attribution experts will discuss how to develop and implement models that can inform campaign optimization and budget allocation for all stages of the marketing funnel.
SEMs are under tremendous pressure to improve conversion performance ASAP! But don't rush things. Knowing where to focus and what to test first could be the difference between success and failure.
In this session, expert SEMs will show you how they identify quick wins and how to repeat successes over time. We'll cover landing page optimization techniques for B2B, B2Cm lead generation, e-commerce and more.
Video ads are among the fastest growing segments in digital advertising, particularly on mobile. With more options available on more channels, the power of video is undeniable.
In this session, we'll dive into creative, campaign optimization, brand safety considerations and more. We'll also discuss extending video efforts beyond YouTube and highlight differences in targeting, creative and measurement capabilities.
It's not enough to be brilliant with your own SEM efforts. You need to know what your competitors are up to. That means identifying their keywords, landing page and quality score strategies and campaign management practices. In short, you need to know everything they're doing to enhance their visibility and diminish yours.
Attend this session and learn how to easy it is to apple the time-tested techniques of competitive intelligence to your SEM campaigns to sharpen your marketing edge.
Despite your best intentions to use data and analytics to drive your decision-making, you end up relying on educated guesses to justify ad spend and evaluate ad performance. It can seem impossible at times to completely 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 glean actionable insights from your data and analytics.
- generate reports that demonstrate your findings with crystal clarity.
Just like your favorite classic car, your paid advertising campaigns require 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 nest 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 jovial NPR radio show, "Car Talk," this session is guaranteed to be as fun as it is informative.
SEM continues to rapidly evolve, pushed along by an increasing array of advertising platforms, sites and opportunities. Google itself is steadily automating ad extensions, evolving exact match types and adding new features to Google Shopping and PLAs.
Join reps from the search engines and experienced SEMs as they discuss new trends and developments in paid search advertising and field your questions about all things PPC.
After three days of learning actionable insights and tactical SEO and SEM tactics, you'll be sure to have your own list of top takeaways, favorite speakers and sessions.
Join us at our traditional "Best of Show" session to share you most valuable teactics, insights and best products, and to hear what's coming next at SMX.