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 January 30-31, 2019 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, including Google and Bing, 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.
Our expert in-house and agency speakers will teach you how to:
- Automate campaign management
- Make the most of video advertising
- Develop multi-channel attribution models that move the needle
- Maximize and measure performance on the Google Display Network
- Create compelling ads that resonate with your end-users
- Integrate dynamic ad formats into your campaigns
… and much, much more.
Go deep with SEM tactics and learn from the best in the business – real-world practitioners and experts who can show you what works, and what doesn’t in the fast-paced world of paid search. Select from more than 20 sessions on SEM topics.
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The Text Ad Reboot: How To Evaluate & Manage Your Current Options
In the past year, Google has shaken things up for advertisers. It has introduced new products such as Responsive Search Ads and expanded the number of headlines and descriptions in standard text ads. These longer ads offer more real estate, but do they deliver better results or just create complexity?
This session delivers best practices for evaluating the effectiveness and managing the choices text ads offer. It will answer your questions including "Is running three headlines more effective than using two?" or "Are two descriptions are better than one?"
Starting Fresh With Match Types & Account Structures
Just when you thought you had built the perfect campaign structure to silo inbound SEM traffic by match-type to meet your ROAS goals with perfectly tuned bids and ads, everything changed. Updates to Google Ads and Bing Ads matching rules have upended many time-tested and reliable account structures.
In this session, you'll get a fresh take on the effectiveness of traditional account structures, how and when to consider a complete rebuild and what new hybrid account structures you should be considering to keep your campaigns competitive in the new world of SEM.
Ad Testing In A Multi-Format World
The functionality of ad groups has evolved. Groups now include Responsive Search Ads, two headline text ads, three headline text ads and more. In addition, ad rendering on various devices is constantly changing as Google refines and updates formats. Only sophisticated ad testing can assure you're getting maximum performance from your campaigns. In this session, you'll get a deep dive into constructing, conducting and evaluating ad tests when you blend ad formats in groups. You'll walk away with new approaches, best practices and the know-how to use timeless testing techniques to drive campaign success.
Getting Tactical With Google & Bing Audiences
Google and Bing continue to introduce new audience development features that you can use to increase the reach and profitability of your paid search and display ad campaigns.
In this session, you'll learn new ways to build, optimize and capitalize on your audience targeting tactics.
Aligning Your Marketing With Your Customer's Journey
In today's fragmented marketing landscape, aligning messaging across channels, segmenting top performing audiences, and creating cohesive journey-mapping -- from awareness through the sale -- are critical for success. The task is especially challenging because getting it right requires closely collaborating and coordinating with multiple stakeholders with differing agendas and goals.
This session explores how to get in step with you customer (and your team) as they follow their own paths towards interest, engagement and conversion.
Driving Sales with Advanced Facebook & YouTube Tactics
YouTube and Facebook offer unprecedented reach and sophisticated targeting options for advertisers.
In this session, our expert speakers share successful YouTube and Facebook video ad tactics, along with tips for driving results with other Facebook ad formats. They'll cover audience development and targeting, creative options, measurement and reporting. And you'll walk away with actionable information for generating qualified leads and conversions from Facebook and YouTube ads.
Leveraging Amazon Ads & Other Product Marketplace Opportunities
For marketers selling on Amazon, getting your products to show up in search results is imperative... especially now that Amazon is the third biggest digital ad seller behind Google and Facebook. Yet, while Amazon's ad platform has made strides, it still lacks the sophisticated functionality of its competitors.
In this session, you'll learn tactics and best practices for leveraging Sponsored Products, Sponsored Brands, Product Display Ads as well as Amazon's other advertise offerings. You'll also understand the broader e-commerce marketplace landscape and where our expert speakers see opportunities.
Competitive Analysis: Inside Out & Outside In
Success often hinges on how well your campaigns are set up and run, as well as on how well you respond to competitors. Attend this session for advanced account auditing tactics that identify strengths and weaknesses, and gather tips for identifying opportunities and competitive threats. This highly tactical session will deliver actionable methods and tools designed to significantly improve your competitive edge.
The New Realities Of Local Search
While traditional SEO techniques are integral in achieving local SEO success, many other factors play a significant role in effective geotargeting. Your results will improve by focusing on reviews, questions & answers, knowledge panel management and other organic tactics, as well as taking full advantage of the functions of Google My Business.
But you'll also have to keep an eye on new options for local advertising: Product listing and map ads, location extensions, local inventory ads -- the list goes on.
Join out expert speakers for an exploration of the rapidly evolving local marketing landscape and discover how you can best leverage new opportunities.
Who You Gonna Trust? SEM Expert Roundtable
When it comes to feedback and opinions on your ad campaigns, there's no shortage of advice from a multitude of sources:
- The search engines publish best practice guidelines.
- Google and Bing interfaces offer recommendations from inside your account.
- And if you have a larger account, you'll get suggestions from your reps.
Sadly, all too often these recommendations contradict one another. Some are good. Some you may disagree with. And others leave you scratching your head.
This session's roundtable discussion will give you a candid look at what's working, what's not and how to evaluate your options. You'll learn to distinguish solid advice from dubious suggestions and understand the critical factors you should consider before blindly implementing changes to your campaigns.
Obsessed with SEO and SEM?
View the complete agenda here.