For this event, we’ve slightly modified the workshop topics, and are listing them below.
If you want to see more details about the workshop and SMX Advanced, you can view them here.
The Buyer Journey
We start the day looking at how people search and the overall buying funnel. We will examine funnels for different types of companies. This information helps set the stage for the rest of the day as your keywords, ads, audiences, and attribution models all stem from how people search, research, and buy from your company.
Comprehensive Keyword Usage & Organization:
The beginning of any PPC account starts with keywords. In this session, we’ll look at keywords, organization, the match type changes, how to manage these changes, and more.
Once you have keywords chosen, then you must manage the search terms. We’ll take an in-depth look at:
- • Search query workflows
- • Negative keywords and management
- • N-gram, bi-gram, and tri-gram analysis
- • Levenshtein distance
This analysis and workflow will ensure that you are controlling your ad serving as keywords move away from syntactic matching and more to semantic matching.
Everything You Need to Know About Creating & Testing Amazing Ads:
There’s a reason it’s called Google Ads, Bing Ads, and Ad Groups. The only part of your account that a searcher sees is your ads. We’ll cover how to:
- • Create compelling ads
- • How to use RSAs, ETAs, and 3rd headlines
- • Scientifically test ads for small to enterprise accounts
- • Find & use insights from ad testing data
It doesn’t matter if you have 10 ads or 10 million; we will go through how to test individual ad groups, and test at scale so you can pull customer insight data for your account.
Audience Targeting Strategies:
Audience targeting should be part of your PPC strategies. We’ll examine display remarketing, remarketing list for search ads, customer match, demographic targeting, and other audience options.
We’ll walk through an enterprise account’s audience targeting strategy from list creation to audience execution. This will help lay the groundwork for upping your audience creation and execution.
We’ll relate these features back to the customer journey so you can fill your funnel with users based upon where you want to increase your funnel size.
Diagnosing Data Changes
When your conversions drop, do you know exactly why that happened? When your impression share decreases but your conversions go up, can you quickly track down why that happens so you can take advantage of the trend?
Your data is constantly changing and in PPC; all the data is intermixed with various cause and effects. We’ll walk through how to examine the interrelatedness of metrics so you can understand what is the root cause of your data changes.
How do you take an account from 1,000 keywords to 100,000 or more?
How do you create ads that are related to your growing number of keywords?
Scaling accounts is laying out a plan, creation processes around that plan, and executing that process in a highly consistent, yet creative, manner.
In this session; we’ll take a look at a small company that went from under 1000 keywords to more than 400,000 keywords across multiple countries and how they managed to scale not only their keywords, but their ads, ad extensions, and grew considerably.
Automating Your Account:
There are many tasks to accomplish when managing a successful PPC account. Some of these tasks should be fully automated while others should be semi-automated or even manual. In the era of machine learning and AI; humans need to spend their limited time wisely and leverage automation where appropriate.
In this session, we’ll cover:
- • The types of automation
- • How and when to fully automate tasks
- • What tasks should leverage semi-automation and filters
By the end of the session, you will know when and how to leverage automation for many aspects of your Google Ads account.
Conferences are fantastic places to network and meet fellow practitioners of online marketing. Lunch will be provided so you can spend time getting to know your fellow attendees.
Open Q&A: You will have the opportunity to ask questions as we go throughout the agenda during the day; and we will end the day with an open Q&A session so you can make sure your specific questions are answered.
Workshop Registration & More Info
I hope to see you in Berlin 🙂