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February 19-20, 2020
San Jose Convention Center

Craft superior ad campaigns and exceed your goals with actionable tactics from the pros

The bounty of options available to search marketers continues to multiply. And yet with each new choice comes new responsibilities. 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 search marketer’s role at an equally dizzying rate.

You’re devoted to staying up on the latest search marketing tactics and tools. You know the value of learning straight from the experts, including the people behind the ad platforms you use every day. That’s why you should attend SMX West.

Join us February 19-20, 2020 in San Jose, CA for two full days of SEM and PPC sessions specifically designed for search marketers like you. Leave confident of your ability to leverage new formats for your search advertising campaigns. Major players will be there to share firsthand advice on exactly what they’re looking for when it comes to outstanding ad campaigns.

We know that employing fresh 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. That’s why SMX West will feature a full-day track dedicated to conversions, data, and analytics – areas crucial to proving the value of your search marketing efforts.

Together, we will dive deep into the areas of search marketing that matter most to you and your bottom line.

SEM Sessions

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Why And How To Run Effective Top-Of-Funnel Search Campaigns

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Overview

After this session, you'll be able to:

  • Understand how to run effective top-of-funnel (TOFU) search marketing campaigns get your products and services in front of new customers early in their consideration process
  • Know when to leverage TOFU paid search campaigns
  • Implement strategies and best practices for setting up and managing TOFU campaigns
  • Know what to expect for performance and how to measure it
  • Understand attribution models across the sales funnel

Speakers

Amy Bishop

Owner, Cultivative, LLC, @hoffman8

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

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

The Pros And Cons Of Automation: An Honest Roundtable Discussion

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Overview

During this lively roundtable session, you'll be able to:

  • Have an honest discussion about how marketers are using automation, when and why they have abandoned it, and how they are creating their own systems.
  • Discuss why these two sentiments are common when discussing PPC automation: Automation is great, we should automate more. Automation isn't working and we've had to stop it.
  • Ask questions - this is an open roundtable discussion, so all your questions are welcome!

Speakers

Aaron Levy

Director, SEM, Tinuiti, @bigalittlea

Robert Brady

Founder, Righteous Marketing, @robert_brady

Purna Virji

Senior Manager, Global Engagement, Microsoft, @purnavirji

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

The Art Of Structuring Search And Shopping Campaigns

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Overview

After this session you will be able to:

  • Know the pros and cons of popular structures like alpha/beta, SKAG, and GriP
  • Understand how your structure impacts the performance of modern automations like Smart Bidding from Google
  • Deploy free automations that help maintain your target structure in a dynamic environment
  • Work with free tools from the search engines to analyze data in a way that makes sense to your business, even when your account structure doesn't follow those same patterns

Speakers

Moderator

Kathy Bushman
Director, Events Content, Third Door Media

Build And Test Powerful Landing Pages: Tips From The Pros

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Overview

After this session, you'll be able to:

  • Understand the most important content and elements to include on landing pages
  • Analyze and audit your own landing pages to know what's working and what's not
  • Build and test landing pages that search engines favor (therefore, ones that generate more clicks and higher conversion rates)

Speakers

Stoney deGeyter

Digital Marketing Consultant, Stoney deGeyter, @StoneyD

Jeremy Epperson

Growth Consultant and Startup Advisor, Conversion Guides

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Ad Testing In An Automated World

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Overview

After this session, you'll be able to:

  • Understand the correlation between audience and ad testing
  • Know how to interpret GDN and YouTube ad tests
  • Take ad test results and make them executable for ongoing media
  • Efficiently test variables beyond just the creative and messaging
  • Adjust your testing process to accommodate Messaging/ETA vs. RSA, call only and other formats rolling out from Google
  • Use campaign experiments and ad variants in Google Ads to make testing more manageable, for accounts both large and small

Speakers

Michael Crimmins

Director of Search and Digital, Sunpro Solar, @mikecrimmins

Jonathan Kagan

Sr Director of Search and Biddable Media, MARC USA|Cogniscient Media, @jonkagan

Moderator

Kathy Bushman
Director, Events Content, Third Door Media

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

How To Manage And Optimize B2B PPC Accounts

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Overview

After this session, you'll be able to:

  • Understand your potential customer by stepping out of the digital marketer silo and talking with your sales and customer service teams
  • Ask time-tested questions that provide answers you can quickly apply to messaging and targeting
  • Think beyond search to audience-focused targeting, in order to zero in on precise B2B audiences
  • Go beyond bottom funnel targeting to build demand at the top
  • Use tools such as Answer the Public, internal site search, competitor keywords, RLSA + broad match, organic search queries in Search Console and more to fine better keyword ideas for niche B2B terms

Speakers

Tim Jensen

Campaign Manager, Clix Marketing, @timothyjjensen

Robert Brady

Founder, Righteous Marketing, @robert_brady

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

Genius-level Microsoft Ads, Google Ads Optimization

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Overview

After this session, you'll be able to:

  • Optimize success with both Microsoft Ads and Google Ads
  • Implement specific tactics and tips to optimize your Google Ads campaigns
  • Build a unique and scaleable strategy for your Microsoft Ads campaigns
  • Define the subtle, but important differences between Google and Microsoft settings and targeting options

Speakers

Mark Irvine

Senior Data Scientist, WordStream, @MarkIrvine89

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

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

LinkedIn Ads: Advanced Strategies and Tactics for B2B

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Overview

After this session, you'll be able to:

  • Understand different LinkedIn targeting types, common pitfalls to avoid, and how large audiences should be for each stage of the funnel
  • Take advantage of LinkedIn's frequency caps on ads and leverage the bidding strategy that will get you the most clicks of the lowest CPCs
  • Identify the CTAs that perform best on LinkedIn and use proven strategies for Lead Gen ads
  • Get the most out of high CPCs and get the most bang for your buck across all other ad platforms

Speakers

Michelle Morgan

Director of Client Services, Clix Marketing, @michellemsem

Moderator

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

Hacking The Customer Journey Through Behavioral Economics

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Overview

After this session, you'll be able to:

  • Understand behavioral economics and how it can be applied to digital advertising
  • Use certain channels such as display, online video and others to 'prime' a user, build awareness and continuously touch a potential customer along their journey
  • Activate a customer when it is time to buy through 'prompting'
  • Improve creative and timing of ad placement to prompt users at the time that matters most

Speakers

Justin Freid

EVP, Growth and Innovation, CMI/Compas, @justin_Freid

Moderator

Kathy Bushman
Director, Events Content, Third Door Media

Automation: How To Push Forward; When To Push Back

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Overview

After this session, you'll be able to:

  • Identify what to automate in your campaigns and what will improve your top and/or bottom lines
  • Know how, when and why you should push back on recommendations from search engine reps
  • Leverage automation tools and processes in an enterprise-level environment
  • Measure and evaluate performance of your automation initiatives

Speakers

Andrew Goodman

President, Page Zero Media, @andrew_goodman

Natalie Barreda

Sr. Manager, Media, T-Mobile

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Deep Dive Into Data Flow

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Overview

After this session, you will be able to:

  • Understand the minimum amount of data you should capture for effective SEM campaigns
  • Use 1st party data to inform Smart Bidding
  • Easily optimize your campaigns based on LTV or other business metrics
  • Identify what leaks in your sales process can tell you about your search campaigns
  • Prevent "analysis paralysis" and know when it's best to trust directional data

Speakers

Aaron Levy

Director, SEM, Tinuiti, @bigalittlea

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

Getting Reports Right

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Overview

After this session, you'll be able to:

  • Spend less time reporting and more time analyzing and finding insights
  • Minimize the effects of a cookie loss in an ITP world
  • Reduce the fractured nature of reporting with a clear measurement strategy
  • Use CAM methodology (Contemplate, Automate, Mitigate) to improve your reporting
  • Know what's really hot (and useful!) in reporting

Speakers

Samantha Barnes

Associate Director of Data Analytics, Bounteous, Inc, @SamanthasData

Abigail Matchett

Manager, Analytics & Insight, Bounteous, @abbymatch

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

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

How To Audit Your Google Ads Campaigns

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Overview

After this session, you will be able to:

  • Understand why auditing your campaigns is so difficult
  • Identify the most common and hidden problems with yours campaigns
  • Know what to look for as causes of performance issues
  • Create a year-over-year or month-over-month analysis

Speakers

Brad Geddes

Co-Founder, AdAlysis, @bgTheory

Moderator

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

How To Understand and Beat Your Competitors

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Overview

After this session, you'll be able to:

  • Design the perfect customer experience by combining the "Job To Be Done" theory with conversion rate optimization best practices
  • Create offers that customers would be willing to pay a premium price for
  • Unearth the true motivations that persuade a customer to buy from you or walk away

Speakers

Purna Virji

Senior Manager, Global Engagement, Microsoft, @purnavirji

Ayat Shukairy

Co-founder, CCO, Invesp, @ayat

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

Professional Development Roundtable: Carving Out Time For Personal And Professional Growth

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Overview

After this session, you'll be able to:

  • Plot your career by understanding the advantages and disadvantages of an agency vs in–house path
  • Manage needy clients, colleagues, and bosses more effectively
  • Prevent burnout for yourself and your employees
  • Avoid getting pigeon-holed by investing in learning and growth
  • Understand that your concerns and issues are "not just you" — and that colleagues face similar issues

Speakers

JD Prater

Evangelist, Quora, @jdprater

Genevieve Head-Gordon

Senior Director of Account Services, Metric Theory

Dawn Anderson

Managing Director, Bertey, @dawnieando

Benu Aggarwal

President & Founder, Milestone, Inc, @benuaggarwal

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

SEM/PPC Insight 1: Data vs. Creativity: The True Performance Driver (11:30am-11:41am)

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Overview

After this session, you'll be able to:

  • Master the creative matrix, fusing art and science in marketing and social strategies
  • Use data and automation to free up time for creative thinking
  • Replicate examples of how to use data-backed creativity in your own social campaigns

Speakers

Zenia Johnson

Account Lead, 3Q Digital, @SocialZenia

Moderator

Kathy Bushman
Director, Events Content, Third Door Media

Optimizing Your Day, Optimizing Your Month - Roadmap Of What You Look At When

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Overview

After this session, you'll be able to:

  • Use filters to quickly find and eliminate trouble spots, specifically placements and search terms reports
  • Know when you can aggregate data to make decisions and move forward and when you probably shouldn't
  • Implement automated alerts/tools to notify you when enough data has accumulated to make an informed decision

Speakers

Robert Brady

Founder, Righteous Marketing, @robert_brady

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

SEM/PPC Clinic

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Overview

During this hands-on, PowerPoint-free Q&A session, you'll be able to:

  • Volunteer your site to be audited in real-time by a panel of experts
  • Discover the root causes of your challenges and actionable steps to overcome them
  • Ask seasoned SEM veterans your burning questions on all-things paid

Speakers

Julia Vyse

Digital Media Manager, Vizeum, @JuliaVyse

Andrew Goodman

President, Page Zero Media, @andrew_goodman

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

SEM/PPC Insight 2: 3 Paid Tactics You Can Execute This Month To Increase ROI

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Overview

After this session, you'll be able to:

  • Leverage N-Gram analysis to identify new insights for your paid campaigns
  • Execute an entirely new way to take market share from your competition
  • Crack the code on brand awareness-based campaigns that influence your ideal customers

Speakers

Moderator

Kathy Bushman
Director, Events Content, Third Door Media

SEM/PPC Insight 3: Enterprise PPC - Managing Paid Search At Scale (12:00pm-12:12pm)

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Overview

At the end of this session, you'll be able to:

  • Manage your PPC campaigns on margins across product lines
  • Create rules of engagement within the organization to prevent cross-bidding
  • Build and manage in-house PPC teams

Speakers

Bob Tripathi

CEO, Digital Sparx Marketing, @BobTripathi

Moderator

Kathy Bushman
Director, Events Content, Third Door Media

Making Your Case For More Budget, New Tests: How To Communicate What Matters And Get Buy-In

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Overview

After this session, you'll be able to:

  • Understand the playing field you're on — what your competitors are doing and which possibilities you should examine
  • Demonstrate how to structure your digital investment to generate the highest possible ROI
  • Know when to expand your spend and when to hold the line and save yourself headaches

Speakers

Moderator

George Nguyen
Associate Editor, Third Door Media, @geochingu

Video And YouTube In Google Search: It's A Really Big Deal

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Overview

After this session, you'll be able to:

  • Create a video first content strategy to double your amount of unique content
  • Implement YouTube SEO techniques to rank your videos in both Google and YouTube search and drive more traffic to your site
  • Design a system to consistently produce video content for any budget

Speakers

Joey Daoud

CEO, New Territory Media, @C47

Aleyda Solis

International SEO Consultant, Orainti, @aleyda

Moderator

Barry Schwartz
Contributing Editor, Search Engine Land, @rustybrick

Tactical Tips For Creating More Persuasive Ads

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Overview

After this session, you'll be able to:

  • Ensure everyone knows why and how to leverage features, benefits and calls to action throughout the buying funnel
  • Evaluate search results to highlight what you competition is up to so you can address the strengths and weaknesses with your ads
  • Create ads that fit with advanced ad options, such as if/default ads or with sophisticated targeting such as demographics, in-market and various audience lists

Speakers

Brad Geddes

Co-Founder, AdAlysis - SMX Programming Team, @bgTheory

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

SEO And SEM Teams: Why Sharing Your Data Matters

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Overview

After this session, you'll be able to:

  • Evaluate SEM and SEO Data as one data set to impact overall performance
  • Replicate examples of how other companies' SEO and PPC teams are collaborating to help them set up cadence for working together
  • Make recommendations to standardize metrics between SEO and SEM
  • Create meaningful SEO and SEM reports for stakeholders
  • Understand the impact of on-site technical updates on paid search (positive and negative)
  • Understand the impact of content updates on paid search (positive and negative)

Speakers

Corey Morris

Vice President of Marketing, Voltage, @coreydmorris

Moderator

Landing Page Clinic

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Overview

During this hands-on, PowerPoint-free Q&A session, you'll be able to:

  • Volunteer your site to be audited in real-time by a panel of experts
  • Discover the root causes of your landing pages challenges and actionable steps to overcome them
  • Ask seasoned SEO veterans your burning questions on all-things landing page optimization

Speakers

Jeremy Epperson

Growth Consultant and Startup Advisor, Conversion Guides

Moderator

Kathy Bushman
Director, Events Content, Third Door Media

SEM/PPC Insight 1: Everybody’s Hands Go Up! How To Win Offline Purchasers Online (3:30pm-3:42pm)

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Overview

After this session, you'll be able to:

  • Create and identify "Hand Raiser" moments (those moments when customers ask for more information) in your digital customer journey
  • Build customer segments to guide prospects towards Hand Raiser moments
  • Optimize SEM campaigns to maximize Hand Raiser engagements

Speakers

Anthony Tedesco

Sr. SEM Program Manager, DWA Media, A Merkle Company, @PPCAnthony

Moderator

Kathy Bushman
Director, Events Content, Third Door Media

Experts Tips For Creating Killer Cross-Channel Reports

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Overview

After this session, you'll be able to:

  • Understand why it's critical to align customer vision, goals, buyers' journeys, marketing strategies in RACE format, and expected KPI impact
  • Determine what KPIs you need to measure across the customer journey
  • Create reports showcasing critical KPIs and a combination of various channels to show full customer journey maps

Speakers

Benu Aggarwal

President, Milestone, INC, @benuaggarwal

Moderator

SEM/PPC Insight 2: Evolve Your Social Commerce Strategy: Thinking Beyond Facebook (3:45pm-3:57pm)

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Overview

After this session, you will be able to:

  • Fully grasp commerce opportunities on social platforms beyond Facebook
  • Know how to maximize sales through different social placements and unique targeting by platform
  • Recognize the importance of fluid budgets when it comes to social-based commerce
  • Understand why product feeds are crucial when driving sales on social

Speakers

Greg Hayes

Associate Director, Paid Social, Catalyst, @Greg_Hayes_

Moderator

Kathy Bushman
Director, Events Content, Third Door Media

SEM/PPC Insight 3: How To Leverage Smart Bidding In B2B (4:00pm-4:12pm)

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Overview

After this session, you'll be able to:

  • Use Smart Bidding in B2B campaigns through seasonal swings in demand
  • List the advantages of a Smart Bidding approach in B2B
  • Understand the importance of audiences and apply them in Smart Bidding

Speakers

Julia Muller

Supervisor, Search, Just Media

Moderator

Kathy Bushman
Director, Events Content, Third Door Media

SMX Highlights: 30 Ideas In 30 minutes

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Overview

Don't leave before it's over! We've compiled some of the most fascinating takeaways from SMX West into an entertaining and highly-informative closing session. A handful of our speakers will share their top ideas, tips and techniques to remember as you return to the office and implement the knowledge you gained at the show. It's the perfect way to wrap up two incredible days of learning!

Speakers

Greg Sterling

Contributing Editor, Search Engine Land , , @gsterling

Moderator

Kathy Bushman
Director, Events Content, Third Door Media

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