Agenda Preview 2024
Speakers:
Brad Geddes, Adalysis Speakers:
Managing Google Ads accounts in the Era of AI
Summary:
AI wants to manage your account for you, but it does not understand humans nor does it understand context. Account managers can relate to humans and have marketing instincts but don’t have enough time to analyse all the possible data. In this session, we’ll look at how account management has changed and how to merge AI with human oversight.
Speakers:
Martin Splitt, Google Speakers:
Quality Content in the Eyes of Google Search
Summary:
High quality content equals high Google rankings, right? Well, yes and no. If we all produce the same or similar content, good as it may be, standing out will be increasingly difficult. Automation and AI can make content production, especially at scale, a lot easier, but also enhance the danger of „same again“, „seen it all before“ etc. And neither your user nor Google like that. So it’s time to ask questions: what defines a high quality website? How can I make my website better, and what does high quality content look like in the eyes of Google? If you want the answers, come join Martin in his session.
Speakers:
Navah Hopkins, Optmyzr Speakers:
Don’t be Average, be Creative! PMax Strategies That Will Make the Difference (and Unlock High ROI Results)
Summary:
Pmax has often been referred to as the lazy Man’s campaign because all you need to do is turn it on, upload some creatives, and you’re done. Fact is: yes, you can do that but you’re going to end up average. There are a lot more subtle yet crucially important controls that advertisers have when using Pmax and Navah is here so you can take full advantage of them. In her data-backed action item oriented session, you will learn:
– The ROI on completing specific tasks within pmax including audience signals, search themes, and breaking out campaigns into multiple campaigns with single asset groups versus combining all asset groups into a single campaign.
– How much to lean into AI creative versus your own based on what industry you’re in as well as how much data is available, if any, in your feed.
– Strategies of how to get your siloed campaigns IE search, shopping, display and video to work collaboratively with pmax and how to know when to put effort into your siloed campaign or your Pmax campaign.
This session is not a love letter to pmax nor is it a critique of the format. It’s an honest assessment of what advertisers can do, whether they’re in-house or agency, to make the most of the format without compromising their overall account structure/strategy.
Speakers:
Dimitris Drakatos, Paired Speakers:
Algorithm Update Aftershock: Navigating Recovery & Resilience
Date:
Wednesday, 23 October, 2024
Time:
On demand
Summary:
This presentation offers a comprehensive, step-by-step guide on how to recover your website if it’s been impacted by a core algorithm update, excluding penalty-related scenarios. We’ll cover everything from pinpointing the affected content, to detailed research and strategic planning, ensuring you have all the tools needed to effectively address the situation. Additionally, I’ll share real-time examples from my personal experience to illustrate these strategies in action. Step-by-step guide on how to recover your website if it’s been katos by a core algorithm update, excluding penalty-related scenarios.
Speakers:
Kathryn Monkcom, Aira Speakers:
CLV: From one-time purchase to loyal community
Summary:
Why do you always buy the same brand of laundry detergent? Why can you never cancel Amazon Prime, and why do you own so many pairs of trainers? It’s because effective marketing doesn’t stop after the first purchase. And particularly for FMCG brands with tight margins, driving net new customers can become very expensive very quickly. In this session, Kathryn will explore how marketers can employ direct marketing tactics coupled with emotional connection to stay top of mind throughout the purchase lifecycle and build a loyal community of repeat customers. She will use case studies from leading brands coupled with her own (vast) experience to unpack what keeps customers coming back, leaving you with actionable tips to boost lifetime value across your own customer base.
Speakers:
Fred Schaub, Lumax Digital Speakers:
Creating Love for Your Brand in an Oversaturated Digital World
Summary:
You, your message, your brand must stand out if you want to win the hearts, and wallets, of customers – this is not news. Except now, you need to cut through even more noise, a significant part of it, created by AI. Frederic Schaub has been working many years for and with brands that we all know and that have managed to create emotions and lasting impressions. In his session, he will show you how you can create content that resonates on a human level, leveraging the strengths of AI without losing the authenticity that customers crave. If you want to lift your message above the automated chatter, ensuring it not only reaches your audience but leaves a lasting impression, then this is the session to attend.
Speakers:
Lars Maat, Maatwerk Online Speakers:
Demand Gen: First Learnings, Realistic Expectations and it’s Place in the Marketing Mix
Summary:
Demand Gen campaigns are still relatively new, but they are here to stay. Compared to its predecessor, Demand Gen is giving advertisers more choice when it comes to creating content, offering a range of different formats so that brands can tailor their content better to their audience, from short-form videos to carousels. Many advertisers couldn’t wait to „test” it and they did so by upgrading their Discovery campaigns. Lars says: “That is not enough!“ He and his team tested several Demand Gen Campaign tactics and he will share the biggest learnings with you. Get ready for creatives, that seem to work best, bidding strategies that seem to deliver the best results and ‘hidden settings’ you need to be aware of while creating a Demand Gen campaign. After this session you will know how (and why), today, Demand Gen should be integrated in everyone’s marketing mix.
Speakers:
Dan Petrovic, DEJAN Marketing Speakers:
Fine-Tuning Transformer Models for SEO Automation Tasks
Date:
Wednesday, 23 October, 2024
Time:
On demand
Summary:
Are you wasting your valuable time on tedious data labeling and classification tasks? Join the queue – OR, come to this session and learn how to automate these tasks by utilising state-of-the-art models and machine learning techniques. Dan will give you a gentle introduction to all the emerging concepts and jargon that a modern SEO now needs to be familiar with. His automation pipelines include predictive CTR analytics, search query intent classification, link spam detection, organic link integration and internal link optimisation and he is here to share them with you.
Speakers:
Luke Cope, Bottled Imagination Speakers:
The Royal Rumble: Think Like PR, Measure Like an SEO, be ‘On Brand’
Date:
Wednesday, 23 October, 2024
Time:
On demand
Summary:
PR has a measurement problem. SEO has a creativity problem. Integrating PR with SEO is something that neither in-house teams nor agencies have properly managed. And yes, PR and SEO require very different skill sets. But as the importance of brand within SEO rises, those skill sets will overlap a lot more. SEOs will have to think more like PRs and PRs will have to measure things a lot better. In this session, Luke will run through some current examples of how damaging the silos are to your overall performance, given you the arguments you need to start your quest. You will learn how to get the stakeholders that matter, SEO, PR and Head of Brand to the same table making sure you manage the dynamics, break down the silos, align the goals and find the sweet spots. After this session, you will understand how skills can and should be applied to the opposite roles without needing to be an expert.