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 March 13-15, 2018 in San Jose, CA for three 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 AdWords and Bing Ads, 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.
Check out some of the specific SEM and analytics sessions in store:
- Must-Have Reports For Search Advertisers
- Understanding Offline Targeting And Attribution
- Competitive Research For SEM
- Faster & Smarter: Moving From Manual to Automated SEM Campaign Management
- Advanced Audience Targeting & Management Tactics
- How To Maximize & Measure Performance On The Google Display Network
- B2B SEM: Meeting Specific Challenges With Really Smart Tactics
Check out all the SEM and Analytics sessions below.
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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Thinking Outside the SEM Box
New ad formats, bidding capabilities and targeting possibilities -- it can be hard for SEMs to keep up, much less take advantage of every new opportunity as an advertiser.
In this session, you'll hear out-of-the-box thinking about new platform features that delivered fresh leads, more sales and ROI. Come with your questions -- there will be lots of Q&A for open discussion.
The Art & Science Of Crafting Successful Ads
With all the options available in Adwords and Bing Ads, creating simple, effective creative has never been so complex. In this session, you'll learn both the art and the mechanics of crafting great online ads.
You'll get insights and learn how to:
- write creative copy that works.
- assemble ad formats, extensions and targeting options for greatest potency.
- design and deploy display ads of every shape and size.
- use automation for greater scale and messaging precision.
Beyond Text: Mastering Other Ad Formats
Although most advertisers rely heavily on workhorse text ads, a large percentage of available ad impressions are made up by dynamic search ads, responsive ads, Gmail and other ad formats.
In this session, we'll take a deep dive into creating and optimizing these additional ad formats to maximize your campaign performance.
Fundamentals of SEM
With searchers turning to Google and Bing more than 5 billion times every day, search advertising (SEM) enables you to effectively generate quality traffic on an efficient cost-per-click (CPC) basis.
This beginner-level session covers the basics of how to purchase ads from the major search engines, including best practices for achieving success and profitability.
Using Search Ads & Social To Deliver The Ultimate Knockout Punch
SEM practitioners and strategists are ideally suited to master the growing complexity of search and social media advertising -- and use them in concert. Tackling social requires similar thinking and detailed execution to get positive results.
In this intermediate level session, you'll learn how to apply your hard-earned SEM expertise to marrying search and social media advertising, creating the ultimate combination of push and pull.
AMP: Do Or Die?
Google has doubled down on Accelerated Mobile Pages (AMP), pushing site owners in every business vertical to convert their sites to support the specification. The company justifies its support of AMP with multiple case studies showing significant gains in traffic and conversions.
But there's another side of the story. We asked the readers of Search Engine Land about AMP adoption, the benefits and drawbacks of implementing and the difficulty of implementation. The results from our exclusive research indicate adoption is not widespread. To understand why, hear about our panelists' experiences with AMP. You'll get insights from a technical SEO as well as from representatives of a large publisher and an e-commerce site. This session is for all search marketers with intermediate and above experience.
Perfect Your SEM Testing: How & Why To Evaluate Everything
Want to write the best ads the world has ever seen, and then prove you've done it?
This session focuses on the process of designing, implementing and measuring the results of search advertising testing. You'll learn what can and cannot be tested, how to design robust tests and the skills to identify all the biases and underlying problems of testing PPC campaigns.
Our panelists will talk about best-practice processes and illustrate with case studies how to design the most effective keyword, bid level, messaging and landing page tests. You'll also get insights into how to test and validate higher-level business questions that you must answer to successfully implement search advertising campaigns.
B2B SEM: Meeting Specific Challenges With Really Smart Tactics
Some challenges facing B2B search advertising buyers are unique:
- finding enough search volume on technical, niche keywords
- keeping clear of high volume consumer-oriented keywords
- attributing properly despite long sales cycles and conversions that frequently take place offline
... to mention just to mention a few.
In this session, seasoned B2B SEMs will share their hard-learned strategies and tactics for creating profitable B2B ad campaigns.
Conversion Optimization: Turning Quick Wins Into Winning Streaks
SEMs are under tremendous pressure to improve conversion performance ASAP! But don't rush. Knowing where to focus and what to test first could be the difference between success and failure.
In this session, expert search advertising practitioners show you how they identify quick wins and repeat successes over time. You'll learn landing page optimization techniques for B2B, B2C, lead generation, e-commerce and more.
Must-Have Reports For Search Advertisers
Actionable reports are essential to creating and tuning SEM campaigns. Determining which data to include and how to display it are crucial to effective campaign optimization. And the information you share with your boss or clients can make the difference in the perceived value of your position and can impact your career growth.
In this session, SEM experts share their favorite reports that help them maximize returns, gain an edge on the competition -- and delight and satisfy key stakeholders.
Unleashing The Power Of Online Video Ads
Investment in video advertising is growing rapidly, particularly on mobile. With more options to grab audience attention on more channels, brands and performance advertisers with all types of budgets are seeing the power of digital video ads.
In this intermediate SEM session, you'll learn how to develop killer creative, optimize your campaigns, ensure brand safety and much more. You'll also better understand how to extend your video efforts beyond YouTube and gain clarity on platform-dependent differences in targeting, creative and measurement capabilities.
How To Develop Multichannel Attribution Models That Move The Needle
For many, attribution remains both a data and practical challenge. Even as tools such as Adwords, Analytics and Google Attribution come online and evolve, attribution hasn't gotten easier. Nor has it been "solved" for most advertisers.
In this advanced SEM 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.
The Great SEM Toolbox Roundup
Managing SEM campaigns without the right tools is like hammering nails with a screwdriver. You can do it, but it's not going to be pretty.
In this session, you'll hear what tools SEM experts can't live without, which tools they've ditches and which shiny new tools they are most excited about. You'll want to take notes in this session.
Feel that you aren't taking full advantage of Google Analytics? Welcome to the club! In this clinic, you can get your GA questions answered by experts. Our panels of analytics pros will provide answers to the lingering questions and issues you struggle with, such as: how to combat spam, the settings that seek and destroy your data, which reports to avoid and which to live by, when to use a filter, when you use a segment and much more.
You can also request that our experts look at your Google Analytics in real time, if you're so inclined. Grant firstname.lastname@example.org edit access to your account, and we'll pop the hood and offer you live advice on how to get the most from your search marketing campaign.
How To Maximize & Measure Performance On The Google Display Network
Maximizing the reach, awareness and performance of your display campaigns is critical to success of Google Display Network (GDN) campaigns.
In this advanced SEM session, you'll get insight into the successful prioritization of ad formats, creative uses of audience segmentation, strategies for picking placements, considerations for brand protection and the employment of attribution methods for display.
Advanced Audience Targeting & Management Tactics
Audience targeting allows you to be precise in choosing who sees your ads. Google provides basic audience targeting tools that are easy to use, but you can do better with remarketing lists, custom combination lists, and custom affinity lists. You can even exclude groups that don't fit you demographic or other criteria.
In this SEM session, you'll learn how to get the most from advanced audience targeting to reach conversion-ready prospects and maximize the ROI of your campaigns.
SEM Tune-Up Clinic With The SMX Mechanics
Just like your favorite old car, even the best search advertising campaigns can use a tuneup 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 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 NPR radio show, "Car Talk" this session is guaranteed to be as fun as it is informative.
Your Mission: Increase Sales, Cut Costs, Maximize Profits
Increasing revenue while maximizing profit is the definition of success for commerce-driven marketers. Yet this remains an elusive goal for many. In this SEM and retail-focused session, you'll hear success stories from marketers who've been able to drive efficient revenue with innovative digital campaign strategies and tactics.
- how to refine ad extensions for optimal payoff.
- how to streamline product feeds for maximum efficiency.
- how to boost product desirability.
- how to find new ways to drive revenues and maximize profits!
Faster & Smarter: Moving From Manual to Automated SEM Campaign Management
Whether you are running a single campaign or managing multiple accounts for different 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 also get prepared for new artificial intelligence (AI) tools that promise to radically change how you'll manage your campaigns.
Shopping Campaigns That Keep Paying Off
Developing and executing solid structures for shopping campaigns can mean the difference between "meh" and "marvelous" results. In this SEM and retail session, our e-commerce experts will take you well beyond basic structure and feed optimization with clever and effective strategies, tactics and tips on driving higher year-round ROAS and increased profit margins.
Competitive Research For SEM
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, their landing page and quality score strategies and their campaign management practices. In short, you need to know everything they're doing to enhance their visibility and diminish yours.
Attend this SEM session to learn how to apply time-tested techniques of competitive intelligence to your campaigns to sharpen your marketing edge and deliver the results you are seeking.
Driving Sales On Social Media
Paid social campaigns now go hand-in-hand with retailers' paid search efforts. In this session, we'll show you more advanced ways to get ahead of the pack. Learn from experts how to improve your targeting, create higher impact ad formats and craft creatives to succeed on social networks across Facebook, Instagram, Snapchat, Pinterest, Twitter, LinkedIn et al. See how retailers are using social networks to bring in new customers and nurture higher lifetime values from existing customers.
Understanding Offline Targeting And Attribution
Attribution remains a mystery and a significant challenge for many search marketers. Finding a balance in attribution models that is fair to each channel can impact budgets, expectations and campaigns success. Google, Facebook and an array of others now have the ability to connect digital media and advertising to offline store visits, delivering new insights into your conversion data.
In this advanced-level session, you'll better understand these capabilities, how they work and how "closed loop" attribution will impact your media planning and ROI measurement.
Winning More Customers With E-commerce Offer Testing
Online offers can be effective both for customer acquisition and for rewarding customer loyalty. But you need to be careful with offers so you don't risk reducing margins, damaging your brand or acquiring unprofitable, transactional customers. Are you fully testing all your options -- such as prices, discounts, shipping, limited-time sales, coupons, social sharing, reviews and more? Do you understand (and know how to execute) offers that encourage user to shop and buy from you time and time again?
In this SEM and retail session, you'll learn how to build compelling offers and rigorously test them to ensure you are maximizing your campaigns and revenue opportunities.
Best Of Show / Key #SMXInsights
After three days of thought leadership and immersive learning, you'll have your own list of top #SMXInsights, favorite sessions and speakers.
We know you wish you could have attended every session, but have no fear! In our "Best of Show" session, speakers and fellow attendees will share their top #SMXInsights, "ah-ha" moments and actionable tactics you can put to use right away.
Obsessed with SEO and SEM?
View the complete agenda here.