Agenda 2024

The digital world has become a zero-click world. Traffic referrals from every major network have fallen precipitously. Searchers and browsers expect native content and instant answers. Brands, especially those looking to gain a foothold in the ruthless competition for web traffic, are left struggling for scraps. A mindset shift is needed—marketers can’t be stuck optimizing for clicks, measuring impact based on referral traffic and single-visit conversion rates. The old tactics are dying. To survive, marketers must prioritize earning engagement and growing audiences on the platforms themselves. We have to conform to new algorithmic rules and new user expectations—that’s where Zero-Click Marketing comes in. In this presentation, Rand will show how it works, why it’s needed, and how to apply this tactical shift to every channel and campaign.

Where does SEO fit with all the groundbreaking plans and releases that Google has announced for the Gemini AI systems? We certainly live in exciting times, but it could be hard to predict how SEO will be impacted. Google has said that Gemini Nano will be incorporated into Chrome Desktop, and at the core of the Android operating system. What will be left for SEOs in terms of organic traffic and clicks, if Google plans on fitting AI in everywhere? This talk will break down the costs and benefits that Google expects from incorporating AI into search results and other search like behaviours. It will discuss ways that Google will maximize efficiency and minimize the computational costs of AI interactions, including for multi-modal search. It will also outline where Google hopes to leverage AI results to help them make money, and how website owners and enterprise SEO operations can work to make sure that they are still able to get organic traffic and conversions when Google has become their biggest competitor.

Since every major ad platform has embarked on a never-ending march toward automation, advertisers are faced with a perfect storm of reduced control, increasing competition and a loss of transparency. This has (predictably) resulted in significant impacts to advertisers: spiking spend, CPMs, CPCs and CPAs, less trust in digital ad platforms and less control for advertisers into where, when and how their ads are served. In this session, Sam provides you with the framework and the set of tactics you need, to avoid ever-increasing ad spends with progressively smaller returns. How? By focusing on the essential account data and targeting structures, along with how they can be used to prevent automation from running amok on both your brand and your budget.

Sam Tomlinson

In this talk Russell will deep dive into customer journeys, break down some fallacies on what customers actually do, what REALLY impacts performance using a different journey/funnel design.

Prepare yourself for a strategic thought exercise! Tom will show that Google is no longer the best solution for modern search needs. He will outline how Google was built in a different time to solve a different problem, and that anyone building a search engine from the ground up now would not build anything like Google. It isn’t that Google is going away, but that search is expanding beyond how we currently think of it. Tom will show how competitors are already working on alternatives that are hiding in plain sight, and any SEO should be prepared to update their mental model of what search is.

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.

SEO is not dead, but it is certainly changing fast. So how do we make sure our traffic goals are still met and maintained when we don’t know what Google’s next steps are? The answer is in the user, and specifically what they are implicitly telling us when they search and when they consume (or when they don’t) the content on our website. In this talk, Giulia will show you the behavioural data that is crucial to develop a future-proof SEO strategy that converts. You will learn how to measure what counts and what actions to prioritise to make sure your brand remains successful and provides the value, that will convert a casual user into a customer.

Are you wasting your valuable time on tedious data labelling 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.

Ad scripts are a free way to automate essential PPC tasks, but until recently, they could be intimidating for marketers. But thanks to GenAI, you now have a capable script developer at your full-time disposal.
In this session, you’ll learn:

• Which Generative AI (GenAI) models are best for writing Google Ads Scripts
• How to use whiteboard sketches to tell GPT what script you need
• How using prebuilt custom GPTs can reduce the need to learn the right prompts
• How GPT can fix a broken script you found online
• How to use GPT to ensure a script you copied is safe
• How to use GPT to write Python scripts to analyse your data

By the end of this session, you’ll be equipped to let GPT handle the most tedious tasks, allowing you to focus on optimizing and innovating. Elevate your PPC game with AI-driven automation!

GA’s hegemony is crumbling, “consent” has turned into a huge problem, data is degrading, we are losing 3rd party cookies and privacy sensitivity is increasing – marketing doomsday is near. That is one way to look at it. Or you join Simo and learn about strong contenders for analytics systems of the future, understand why consent isn’t a “problem” but a feature of current times, how clever data modelling is the solution to data degradation and how you can use server-side tech to enrich and control data flows.

You are surrounded by fellow SEO experts and there is no better place to discuss and share our common problems – off the record, and in a small group. These are your people – they understand your situation. Often rated the best part of the event, sharing your problems with like-minded professionals is your path to answers, a little empathy, and a stronger professional network. Come prepared with an issue you are facing, a problem you are solving, or a question that needs answering. And then, be ready and willing to help others to overcome their challenges.

You are surrounded by fellow PPC experts and there is no better place to discuss and share our common problems – off the record, and in a small group. These are your people – they understand your situation. Often rated the best part of the event, sharing your problems with like-minded professionals is your path to answers, a little empathy, and a stronger professional network. Come prepared with an issue you are facing, a problem you are solving, or a question that needs answering. And then, be ready and willing to help others to overcome their challenges.

You are surrounded by fellow PPC experts and there is no better place to discuss and share our common problems – off the record, and in a small group. These are your people – they understand your situation. Often rated the best part of the event, sharing your problems with like-minded professionals is your path to answers, a little empathy, and a stronger professional network. Come prepared with an issue you are facing, a problem you are solving, or a question that needs answering. And then, be ready and willing to help others to overcome their challenges.

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.

Google’s New Search Ads 360 is underused. ECommerce platforms can use Search Ads 360 to expand their reach, and platforms that are feed based, yet cannot use Google Shopping – such as real estate platforms – are missing a huge opportunity to promote their products and services. So it is about time to have a closer look! In this session, Giacomo will explore the enhanced capabilities of Google’s New Search Ads 360, with a special focus on the Templates feature. He’ll give you a short comparative overview of SA360 and Google Ads, and then, we’ll dive into the practical steps for utilising Templates, learning how to leverage product feeds for dynamic and scalable campaign creation that elevates search advertising to a new level. And to demonstrate the versatility of Templates across different industries, Giacomo will bring case studies from an eCommerce and a real estate marketplace business.

TikTok has not only changed social media, but also the advertising market. Almost all major platforms now offer vertical videos (reels, shorts, etc.) and the option of placing ads on them. Vertical video is therefore relevant for all advertisers, and no longer just for companies that want to reach GenZ and younger. But as usual, even the most sophisticated optimization in the ad manager only helps if the creatives are good. Especially in the 9:16 segment, however, many companies fail on these channels because the classic advertising approach doesn’t work there. In this session, Marco shows you what high-performance video creatives need to look like and presents five steps to a successful (vertical) video campaign on Instagram, YouTube, Facebook and TikTok.

Generative AI is different from every computational system we have experienced. GenAI is so much more than a database, a search engine, a calculator, or a rules-based reasoning engine. We now have a tool for improving imagination, creativity, understanding, problem-solving, decision-making, innovation, analytical thinking, critical thinking, emotional intelligence, empathy, communication skills, adaptability, flexibility, logical reasoning, conceptual thinking, curiosity, and open-mindedness. Jim offers some suggestions on new ways to use computers and a framework for asking really interesting questions.

As the saying goes, necessity is the mother of invention. 

In this case, there wasn’t so much necessity as there was desperation. And we know, you can already relate. Times are challenging, budget cuts are real and many marketers know that new strategies are needed. So back to Purna: 

There she was, brand new job. A dauntingly massive remit at one of the world’s largest companies. And as for resources? Practically nothing. In fact, far less than she ever had, even working at the smallest of start-ups. 

How to rub two quarters together and make them look like a million bucks? She leaned on her background in Instructional Design, to create and globally scale a scaled customer education program. 

In this personal and actionable case-study based keynote, Purna will share her stories and learnings, from why more marketers need to think like instructional designers to how to make the case and measure success.

Are you overwhelmed with all the new developments, tools, possibilities and challenges that seem to present themselves at an unprecedented speed? We certainly are. So it’s about time we look at what really matters so you can stay on top of all the changes and continue do what you do best: Technical SEO. Here to help is Bastian, one of the world’s most renowned technical SEO experts. He will share with you his own top tips and tricks that will ensure you won’t be left behind when it comes to AI, SGE and much more.

Juliana shows how she created a Small Language Model top determine if search queries are linked to real visitor issues or purchase objections. By applying natural language processing and textual entailment (if the meaning of one text can be inferred from another) her model can improve landing pages, product detail pages, and category pages based on the content visitors search for. Learn practical strategies to apply these insights in your workflows.…almost immediately. Spoiler alert: not using commercial Large Language Models!

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.

Testing will lead to better results and avoid unknowingly deploying catastrophic “good on paper“ ideas. In this session, Ruth will discuss the key elements of successful A/B Testing for SEO and guide you through the process, so you take home a comprehensive blueprint. We’ll cover defining hypotheses & variables to design experiments, interpreting results, the value of negative tests as well as cross-functional collaboration. And of course you will also learn about available tools and resources for all budgets, and how to measure and communicate the ROI that you created.

With every new product announcement, it feels like Google Ads has forgotten about lead generation accounts. New products and features are often designed for eCommerce, and with less data and creative control over campaigns, B2B advertisers must adapt to thrive in the new AI-powered digital landscape. This session will cover innovative Google Ads strategies specifically tailored for lead generation accounts, including:

• Setting the right goals
• Data and budget requirements
• Bidding considerations
• Asset group & creative strategies
• Accounts structure
• Search campaigns for lead gen accounts
• Performance Max strategies for lead gen

Hiveminds: Search in the changing landscape of product search on RMNs, chatbots, virtual assistants and visual content

Are you ready to supercharge your marketing and life skills with the help of AI? This session is all about how GenAI tools and hacks to make a better version of YOU. Fred will walk you through software, apps, plugins, and hardware designed to enhance your efficiency both at work and in your everyday life. Imagine effortlessly managing emails and never missing a Slack message or text. Maybe you also like the idea of effortlessly transforming your thoughts into valuable content? Have you ever wondered how to create an AI clone of yourself, complete with your appearance and voice, or how to utilize AI without needing a computer or phone? Or how GPTs (custom versions of ChatGPT) are changing the game for advertisers. This session will cover it all.

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.

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.

In this session, Ryan will explore the practical applications of Looker Studio for integrating and visualizing data from PPC, SEO, and GA4 sources. He will cover advanced data blending techniques and different JOIN types, demonstrating how Looker Studio can be used for both tactical and strategic dashboards. You will get examples for both quick “in and out” situations and more complex scenarios involving data pipelines in BigQuery. The end result will be a search marketer’s dream dashboard, making everyone feel like a sophisticated Data Analyst.

With AI entering the search landscape, SEO is both changing and extending in more disciplines. One of these disciplines that will undergo massive changes, especially from a technical SEO perspective, is Digital Branding. In this session, Sara and Ulrika will walk you through what Digital Branding means for your business in a world where Generative Search with AI is becoming a reality. More specifically – how you optimise for it to create more visibility for your brand, delivering more business opportunities on the future Search Engines.

Having an effective PPC automation strategy if you are active in multiple markets is challenging. Even more so, if you are in the B2B business. But worry not, Rene is here to help. Let’s dissect the strategic use of Merchant Center feeds and data in search ads. Learn how to leverage the KNIME Analytics Platform for seamless data orchestration and gain real-life insights from a retailer operating across 20 countries. At the end of the session, you’ll walk away with actionable insights to tangibly improve your PPC campaign results.

Amazon’s success is no accident. Their commitment to unparalleled customer obsession, innovative sales page optimization and testing tactics has set a high standard for conversion rates and customer satisfaction. While not every strategy for Amazon is effective in a non-marketplace environment, there are many that can be borrowed and built upon to increase conversions and help you accelerate brand affinity. Including tactics for those without physical products on Amazon to potential reach and advertise to shoppers on Amazon. Join Robyn as she reveals how you can adopt Amazon’s best practices to elevate your business. In this session, you will:

Discover how fostering a customer-centric culture can inform and transform your creative and customer journeys.

Learn techniques to refine packaging and imagery to accelerate customer purchasing decisions.

Explore the use of Amazon as a powerful tool for customer awareness and acquisition.

Understand advertising options on Amazon, including strategies for service-based businesses and the emerging non-endemic advertising opportunities currently being tested.

It happens to the best of all SEOs – a core update leads to a dramatic traffic loss. Everybody should always be prepared for the worse case scenario and if you are looking for a comprehensive, step-by-step guide on how to recover your website if it’s been impacted by a core algorithm update, you are in the right place. In this session, Dimitris will 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, he will share real-time examples to illustrate these strategies in action. 

We all understand the concept and importance of multichannel marketing, but while it is already challenging for B2C companies, it seems even harder for B2B companies to get it right (and prove that you did). Or so it seems, says Jack. Multichannel marketing has obvious benefits, but one in particular tackles a challenge that many B2B marketers face: multiple decision-makers at very different levels. If done right, multichannel marketing can easily outperform single-channel approaches. In this session, Jack will explore key advertising channels (search, social media, display, video, CTV, OOH) and their unique benefits for B2B marketing. He will show you how to develop an integrated strategy for a cohesive multichannel marketing plan, including audience targeting, budget allocation, and setting measurable goals, as well as techniques and tools for tracking campaign performance for maximum effectiveness and ROI. And, of course, he will bring some case studies of successful B2B multichannel campaigns, highlighting what worked, lessons learned, and practical takeaways.

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.