Keynote: The Future Of Google Is Now: How Google Assistant Is Transforming Search

Google is continuously evolving to be more helpful and accessible to users, building an underlying foundation and investing in machine learning and AI. Google Assistant allows people to have conversations with Google, get answers and get things done. But being a truly successful Assistant means connecting users across apps and services and enabling an ecosystem where developers can do so. In this keynote, Google’s Jason Douglas shares the key components of developing for Google Assistant with the easy-to-use tools that are available through Actions on Google.

Speaker: Jason Douglas, PM Director for Actions on Google, Google, Inc.,

Moderator: Danny Sullivan, Founding Editor, Search Engine Land

Oh, Quality Score We Love You

Would you like to learn more about where you should focus your time when it comes to Quality Score? Come to Excel with Bing and here’s what you’ll learn:

– How Quality Score works
– Improve each component of you Quality Score
– Identify campaigns to optimize and best practices
– Articulate the difference between Bing and Google Quality Score

Speakers: Mona Elesseily, VP, Page Zero & John Lee, Senior Sr. Client Development and Training Manager, Bing Ads Academy

Excel & Reporting Mastery

We can’t do our jobs without Excel. We can’t be great at our jobs if we’re not great at Excel. Come to Excel with Bing and learn all about Excel! Also, Do you know which reports give you the best picture of your campaign status? Which report is the go-to when you want to understand why clicks went up 25%? Knowing how to efficiently pull the most useful reports from your Bing Ads dashboard can save hours of data dabbling, give you the right fuel to take to quarterly review meetings and help boost your success.

Speakers: Purna Virji, Sr. Client Dev & Training Manager, Bing & Clare Lee, Bing Ads Engineering, Microsoft

Audience & Attribution Demystified

If you’ve heard it once you’ve heard it a million times: how do you know for sure which channels are driving your sales? And if you don’t know that, and if you don’t understand your customers, how can you budget properly and create high performing ads? Come to Excel with Bing and here’s what you’ll learn:

– Attribution modeling
– Clearing up attribution issues
– Get exclusive Microsoft attribution and audience data
– Get to know the Bing Audience
– Use audience targeting effectively

Speakers: Kevin Klein, Bing Ads Insights, Microsoft & Matt Fisher, Senior Program Manager, Bing

Skinny on the Future of Bing Ads

We want to chat with you! Come to Excel with Bing to meet some of the Bing Ads team. We’ll have engineers, insights managers, account team members and customers on stage to answer all your questions and give you a sneak peek into the future of Bing Ads.

Speakers: Frances Donegan-Ryan, Influencer, SEMPro, Microsoft, Ingrid Nagel, Product Planning, Microsoft, Clare Lee, Bing Ads Engineering, Microsoft & John Gagnon, Bing Account Team Manager, Microsoft

Attribution In AdWords

The customer journey can be long and complex, not only across time but across devices. Being able to identify which ads really and truly influenced someone’s decision is a tough proposition, but it’s a crucial one to get right. This session covers how to think about approaching attribution in AdWords so that you can identify how your advertising affects people during crucial, decision-making moments.

AdWords Power Tools

AdWords is endlessly customizable. All of that customization becomes easier if you fully use the power tools available to you. Come hear about how to use the things that make you better at doing your job, including the new AdWords experience, AdWords Drafts and Experiments, and more.

Reaching Your Audiences Across Display, YouTube & Gmail

Acquiring and retaining customers is every marketer’s goal. But it’s not about reaching as many customers as possible. It’s about reaching the right customers in the right context at the right time. This session explores how to build an advanced audience strategy across the Google Display Network, YouTube & Gmail to maximize your performance.

Reach More Shoppers With Google Shopping

Consumers today are shopping everywhere, at any time, on any device. From the moment of inspiration to the final purchase, it’s important for retailers to be present wherever and whenever someone is shopping. Join the Shopping team as we cover how to build a comprehensive presence with the latest tools, tactics, and retail insights, to reach more shoppers on Google Shopping.