We have the 2019 Google Ads Workshop scheduled finalized along with the updated agenda.
Here’s our 2019 Schedule:
|February 21, 2020||San Jose, CA||More Details & Registration|
|March 17, 2020||Munich, Germany||More details & Registration|
|May 18, 2020||London, UK||More details & Registration|
|June 8, 2020||Seattle, WA||More details & Registration|
|October 7, 2020||Berlin, Germany||More details & Registration|
|November 10, 2020||New York City, NY||Details Coming|
As we do every year, we’ve revamped the agenda. Here’s the highlights for 2019:
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 absolute center of every Google Ads campaign is keywords. We’ll start this section by correlating keywords to the buying funnel and examining the user intent. While keywords are the lifeblood of PPC, perfecting your match types usage while controlling your negative keywords can drastically increase your overall revenue.
With the recent changes to match types, we’ll dive into how to manage search terms and organizational principles to maintain control of your search terms even though the match type changes.
For the advanced users, we will get into n-gram analysis and levenshtein distance for query management and analysis.
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.
Using Impression Share & Quality Score to Make Smart Decisions:
Impression share shows you how often your ads are displayed and gives you wonderful share of voice data. Quality Score is a diagnostic tool that can help you understand improvements that your account needs.
In this section, we will demystify quality score, show you how to analyze and improve it; and then use quality score and impression share data to determine how to increase your account’s effectiveness.
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 show how to create advertising strategies for your account that combines audience targeting data and other AdWords features together to fine tune your customer acquisition strategy.
We’ll relate these features back to the customer journey so you can fill your funnel with users based upon where your want to increase your funnel size.
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
This section will cover many aspects of Google Ads from bidding to ad testing to search terms management to reporting.
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.
We hope to see you somewhere in 2019 🙂