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February 19-20, 2020
San Jose Convention Center

Digital Commerce Marketing Training at SMX West

Master Amazon Ads, Google Shopping Ads, Multi-Channel Attribution & more

Marketers who sell or promote products online are increasingly turning to Amazon, Etsy, Shopify, and Jet, in addition to Google, Microsoft, and Facebook, to reach new customers. But leveraging these platforms is only half the battle.

The key to driving remarkable revenue growth in this dynamic online retail environment is digital commerce marketing.

Attend SMX West for immersive digital commerce marketing training designed by the Search Engine Land experts. You’ll get two days of tactic-rich sessions, interactive clinics that address your case-by-case questions, and the insights you need to design successful, profit-generating campaigns.

Digital Commerce Marketing Training topics include:

  • Google Shopping Ads
  • Amazon Search Ads
  • SEO for static category & product detail pages
  • SEO for changing product pages
  • Selling with video
  • Optimization for the holiday season
  • Facebook & Instagram CPAs
  • Pinterest, Snapchat, & other platforms
  • Multi-channel attribution & reporting
  • Preparing for a successful future
  • Amazon SEO (clinic)
  • Technical SEO for digital commerce (clinic)

Return to the office loaded with proven solutions and actionable tactics you can implement immediately to drive results. Don’t miss this opportunity to learn from industry experts!

Digital Commerce Marketing Sessions

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How To Keep Your Job As Shopping Ads Get More Automated

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Overview

After this session, you'll be able to:

  • Build and smartly manage Shopping Accounts in 2020
  • Set up multi-country feeds and campaigns (it's easier than ever to go international with Shopping Ads)
  • Grow your individual skills to become a more valuable Shopping Ads Practitioner in the world of Smart Shopping

Speakers

Moderator

Ginny Marvin
Editor-in-Chief, Search Engine Land, @ginnymarvin

Digital Commerce Insight 1: How To Find & Fix eCommerce Keyword Cannibalization Issues (11:30am-11:41am)

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Overview

After this session, you'll be able to:

  • Understand what keyword cannibalization is and why is it such a problem for eCommerce SEOs
  • Recognize the most common types of cannibalization seen on eCommerce stores and how to identify these using Google Search Console and Data Studio
  • Solve cannibalization issues including 301 redirects, canonicalization, content consolidation and re-optimizing pages
  • Change workflows to prevent such problems happening in the future by working through a simple checklist when launching new products, categories or blog posts

Speakers

James Brockbank

Managing Director & Founder, Digitaloft, @brockbankjames

Moderator

Ginny Marvin
Editor-in-Chief, Search Engine Land, @ginnymarvin

Digital Commerce Insight 2: Set Your Products Up For Success By Understanding Amazon

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Overview

After this session, you'll be able to:

  • Understand the direct and indirect factors that influence Amazon's A9 Algorithm — and use them to your advantage
  • Describe sales velocity and content's role in ranking on Amazon
  • Discuss how advertising plays into the ranking algorithm

Speakers

Nancy McLaughlin

Director, Marketplace Search, Tinuiti

Moderator

Ginny Marvin
Editor-in-Chief, Search Engine Land, @ginnymarvin

Digital Commerce Insight 3: How Search is Driving Real World Product Innovation (12:00pm-12:12pm)

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Overview

In this session, you'll:

  • Use insights from search to drive product innovation, R&D, communications and design
  • Extract insights from free tools like Google Trends and create insightful recommendations for your product and R&D teams
  • Understand how manufacturers and companies use social listening to create new brands and product lines

Speakers

Benjamin Spiegel

Chief Digital Officer, Global Beauty, Procter & Gamble, @benjaminspiegel

Moderator

Ginny Marvin
Editor-in-Chief, Search Engine Land, @ginnymarvin

Driving Profitable Sales With Amazon Search Ads

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Overview

After this session, you'll be able to:

  • Drive sales on Amazon with a detailed, full funnel, and organized strategy
  • Make the business case for Amazon Ads and overcome internal hesitation
  • Use hidden features in the Amazon Search Platform to win more engagement
  • Navigate Amazon Search while using Amazon Product Display to enrich your audience pool and close the loop
  • Clean and organize ASINs and account structure

Speakers

Kaitlin McGrew

Senior SEM Manager, PMG Digital Agency, @kaitlinppc

Moderator

Ginny Marvin
Editor-in-Chief, Search Engine Land, @ginnymarvin

Optimizing For Seasonality: How To Sell More In Your Peak Periods

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Overview

After this session, you'll be able to:

  • Make the most of your seasonal periods by developing a year-long strategy
  • Plan budgets and creatives for the most active times of year for your brand
  • Implement new tactics like bidding levers in the platforms to increase seasonal performance

Speakers

Michelle Stinson Ross

Marketing Operations Director, Apogee Results, @socialmicheller

Genevieve Head-Gordon

Senior Director of Account Services, Metric Theory

Moderator

Ginny Marvin
Editor-in-Chief, Search Engine Land, @ginnymarvin

SEO For E-commerce Category, Product Detail Pages

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Overview

After this session, you'll be able to:

  • Understand the key differences between (1) on-page SEO for product pages and (2) product detail page SEO for e-commerce sites like Amazon, Walmart, and others
  • Apply best practices gleaned from original, large-scale research on the real-world viability of ranking for e-commerce categories, faceted search and product detail pages
  • Apply actionable tactics for each key SEO factor to help achieve optimal product detail page SEO and show up in search against big e-commerce competitors

Speakers

Tony Verre

VP of eCommerce, The Integer Group, @TonyVerre

Jill Kocher Brown

Director of SEO, JumpFly, @jillkocher

Moderator

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

Selling With Video

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Overview

After this session, you'll be able to:

  • Differentiate between TrueView In-stream and TrueView Discovery Ads
  • Understand what actions users can take while ads are playing, what creative works, and what conversions you can push for each format
  • Test different messages depending on video creative, audience targets, and ad formats
  • Utilize companion banners, TrueView for Shopping, TrueView for Action, Ad Sequencing, Earned Actions, and more to build next-step strategies to push more conversions

Speakers

Joe Martinez

Director of Client Strategy, Clix Marketing, @MilwaukeePPC

Moderator

Ginny Marvin
Editor-in-Chief, Search Engine Land, @ginnymarvin

Tackling Rising CPAs On Facebook And Instagram

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Overview

After this session, you'll be able to:

  • Minimize CPCs with audience sizes, including tips for using CBO appropriately, placements and structure that can improve CPCs, and effective audience building
  • Maximize CTR to improve CPCs with creative optimizations proven to drive more engagement including learnings around animation, persuasive copy, and iterating off of proven winners
  • Maximize CVR with strong audience-destination alignment, clearly highlighted value props, and balancing educational information with distractions that impact conversions

Speakers

Madeline Fitzgerald

Sr. Strategy Development Manager, 3Q Digital, @3QDigital

Moderator

Ginny Marvin
Editor-in-Chief, Search Engine Land, @ginnymarvin

When Your Inventory Changes: SEO Tips For Changing Product Pages

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Overview

After this session, you'll be able to:

  • Use step-by-step procedures to prepare your digital store to accommodate shifts in inventory
  • Future-proof your product listings and their informational silos by understanding the pros and cons of nested brand/category URLs, and the importance of logical navigational paths to the success of product-category and brand-category pages
  • Optimize product-category and brand-category pages to accommodate shifts in inventory by creating experiences around topics and creating "evergreen" product and category pages that help with the retention of rankings and traffic while guiding users along their product discovery journey

Speakers

Arsen Rabinovich

Director of SEO / Founder, TopHatRank.com LLC, @tophatarsen

Aleyda Solis

International SEO Consultant, Orainti, @aleyda

Moderator

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

Digital Commerce Insight 1: Scaling Google's Latest Discovery Ad Formats (11:30am-11:41am)

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Overview

After this session, you'll be able to:

  • Know which creative and ad formats work best with Discovery Ads
  • Effectively segment your products to make sure your ads are seen by the right audience every time
  • Know what levers can you pull to optimize your efforts, despite Google having 90% of the control of your campaigns through machine learning

Speakers

Duane Brown

Founder & Head of Strategy, Take Some Risk Inc., @duanebrown

Moderator

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

Digital Commerce Insight 2: How Brands Can Stand Out And Sell More (11:45am-11:57am)

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Overview

After this session, you'll be able to:

  • Understand consumers' motivations when using a product: their functional, emotional and social needs
  • Realize why most strategies are not strategies at all: they are either project plans towards a goal or superficial marketing slogans that add little value
  • Be able to create a digital strategy that avoids leaving products or services vulnerable to customers who cannot distinguish them from competitor offerings

Speakers

Ayat Shukairy

Co-founder, CCO, Invesp, @ayat

Moderator

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

Digital Commerce Insight 3: Get Up to Speed On Walmart's Advertising Offerings (12:00pm-12:12pm)

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Overview

After this session, you will be able to:

  • List what Walmart's offerings are today in the advertising space
  • Understand how Walmart's sponsored products ad unit works
  • Explore what Walmart's unique capabilities and challenges are
  • Take next steps if Walmart Advertising is right for you

Speakers

Elizabeth Marsten

Senior Director, Strategic Marketplace Services, Tinuiti, @ebkendo

Moderator

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

Social Commerce Beyond Facebook: Drive Sales With Pinterest and Snapchat Advertising

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Overview

After this session, you'll be able to:

  • Run A/B tests on Pinterest shown to scale a D2C brand to $50,000/month in ad spend
  • Get access to the Pinterest Propel team and understand the Pinterest community to help you scale your efforts and stay ahead of the pack as you test next ad formats and launch shopping campaigns.
  • Evaluate Snapchat's opportunities for commerce marketing, including feedbased Shoppable Snap Ads

Speakers

Duane Brown

Founder & Head of Strategy, Take Some Risk Inc., @duanebrown

Moderator

Ginny Marvin
Editor-in-Chief, Search Engine Land, @ginnymarvin

Multi-Channel Attribution And Reporting For Digital Commerce

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Overview

After this session, you'll be able to:

  • Understand current and emerging challenges for attribution implement best practice mitigation approaches
  • Identify and prioritize attribution gaps with a strategic metric-impact framework
  • Implement a method for calibrating multi-touch attribution measurement with direct market signals
  • Navigate the complexity of translating digital traffic to showroom visits
  • Manage your Google Analytics data for a better look at multi-channel conversions
  • Map out where different channels map to different parts of a journey

Speakers

Colleen Harris

Product Manager for Business Intelligence, CDK Global, @cdawg2610

Josh Dreller

Director of Content Marketing, Kenshoo

Moderator

Ginny Marvin
Editor-in-Chief, Search Engine Land, @ginnymarvin

Future-Forward Tactics For Digital Commerce

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Overview

After this session, you'll be able to:

  • Understand what's on the horizon for digital commerce
  • Discuss creative, next-gen approaches to shopping campaigns
  • Take advantage of the latest tools and platform capabilities

Speakers

Elizabeth Marsten

Senior Director, Strategic Marketplace Services, Tinuiti, @ebkendo

Madeline Fitzgerald

Sr. Strategy Development Manager, 3Q Digital, @3QDigital

Tony Verre

VP of eCommerce, The Integer Group, @TonyVerre

Ayat Shukairy

Co-Founder, Invesp, @ayat

Moderator

Ginny Marvin
Editor-in-Chief, Search Engine Land, @ginnymarvin

 

Add A Workshop

Hungry for more? Add a full-day, post-conference workshop to your agenda to complement your digital commerce training:

Check out all of the workshops coming to SMX West.

Expand Your SEO & SEM Knowledge… See The Complete SMX Agenda

Digital Commerce Marketing is just one of the topics on the agenda. You’ll also get all of the SEO and SEM/PPC training and tactics SMX is famous for… it’s three lanes with no limits. Check out the full agenda for a look at the 60+ sessions you can attend!

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