Program

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pdf-icon-enLook forward to a great program on February 12th, 2015! We have just published our final agenda and it promises highly interesting lectures from national and international SEA, AdWords and PPC experts. Of course there will also be the possibility to switch anytime between two parallel lecture tracks.

Those who would like to sit together the evening before the PPC Masters, in a cozy atmosphere, are cordially invited to join our open event Stammtisch on February 11th, 2015 at 7pm at the trendy bar Homes in Kreuzberg.

PPC Masters 2015

Time
performicsTrack 1 | German-speaking
semrushTrack 2 | English-speaking
08:00 - 09:00 am
Registration
09:00 - 09:30 am
Welcoming address: Andre Alpar
09:45 -10:30 am
10:45 - 11:30 am
11:45 - 12:30 pm
12:30 - 1:30 pm
Lunch buffet
1:30 - 2:15 pm
2:30 - 3:15 pm
3:15 - 3:45 pm
Coffee break
3:45 - 4:30 pm
4:45 - 5:30 pm
5:45 - 6:30 pm
From 6:30 pm
Get together & networking

PPC Masters 2015

Top 10 Account Audit Learnings – Prozess-Fails & Standard-Fehlerquellen

09:45 -10:30 am
Track 1 | German-speaking

Account-Audits offer advertisers the opportunity to have the strengths and weaknesses of their accounts evaluated. Thereby potentialities for account measures and strategies are shown as well as existing processes of the management of the account. In this session Jennifer Bölitz and Maik Metzen present their top 10 results which they consistently encounter both at small and big Account-Audits.


Managing a PPC team

09:45 -10:30 am
Track 2 | English-speaking

Paid media is a rapidly growing industry which is continuously changing. Agencies and advertisers need to ensure staff are aware of industry best practices in order to react to the changing marketplace and ensure they are servicing their paid media accounts efficiently. This presentation will cover the types of things agencies and advertising managers need to include in their internal training and management strategies to ensure they are gaining the maximum efficiencies from their staff. Attendees will leave with a clear understanding of: - how to structure and implement training to maximise staff efficiency; Effective processes for information sharing and best practice implementation; Staff development programmes: advanced skills, staff incentives and staff socials; Tips on how to successfully drive paid media teams to understand and meet wider business goals.


AdWords Features und Anzeigenerweiterungen – interessante Erfahrungswerte aus dem Agenturalltag

10:45 - 11:30 am
Track 1 | German-speaking

Barely any other sales systems are as constantly refined as Google AdWords. With “AdWords Features and Enhancements” Andreas Hörcher and Marco Brenn present enthralling insights into current AdWords features and ad enhancements, thereby sharing their interesting experiences and expert knowledge from daily agency business.


Tactics to move from reactive to proactive PPC marketing, and other ROI driving tips

10:45 - 11:30 am
Track 2 | English-speaking

In today's digital age, marketers must re-think how they're segmenting customers and using the right data not big data. Let's look at trends that will give you an edge in your marketing campaigns, including dynamic pricing and mind-blowing data tools. In the coming years, context will be king and being number one will be more important than ever - learn strategies that will help you get on top and move from being reactive to predictive.


Never fail again – Auditing your campaigns and what most SEA managers should cover

11:45 - 12:30 pm
Track 1 | German-speaking

SEA Managers often remain within their campaign analysis and optimization method. It is always hard to change view and get an objective or outside perspective of your own campaigns. How can you create a work flow which enables maximum levers in the campaigns without stealing too much attention from the manager? In this session we will elaborate ways how to let campaigns work for you and achieve at the same time better results. Going beyond that an actual and highly discussed topic after Googles latest SERP Updates will be hidden in this session!


Account efficiency vs. volume

11:45 - 12:30 pm
Track 2 | English-speaking

Ecommerce PPC campaigns generally have two main goals - increasing revenue and producing a higher return on investment (ROI). Often times these goals clash because they can require differing account optimization techniques. In this presentation you'll learn how to make a play for higher volume and revenue without sacrificing your efficiency.


Tägliche, wöchentliche, monatliche AdWords Routinen

1:30 - 2:15 pm
Track 1 | German-speaking

AdWords routines – what is it about? This session explains what to do in AdWords accounts. Daily. Weekly. Monthly. Special attention will be given to explaining the method of operating, helpful tools will be introduced and tips and tricks that every Account Manager can convert for optimization will be given. The session is for anybody who is curious about how others work with AdWords and can be seen as an inspiration for account quality assurance and can be taken home as work routines.


Inside the mind of an extremely successful PPC strategy

1:30 - 2:15 pm
Track 2 | English-speaking

The session will all be about the mentality that we know a successful PPC team must absolutely have in order to achieve extraordinary results. We will share our methodology, some of our best practices and, most importantly, the psychological approach! The key-questions we ask ourselves when running large and ambitious PPC accounts. The type of questions that help us achieve extraordinary results, the type of questions that get our team and our clients excited!


Wege zur erfolgreichen Skalierung von Facebook Marketing

2:30 - 3:15 pm
Track 1 | German-speaking

“Ads on Facebook aren’t tangible or profitable to scale.” Does this or a statement like this sound familiar to you? David Riedmiller and Magdalena Gut show you in a compact form, what levers are really important for Facebook advertising and how you can scale your advertisement successfully on Facebook.


How to measure your account optimization in five minutes

2:30 - 3:15 pm
Track 2 | English-speaking

Measuring the actual optimization level and improvement margins of an AdWords account is easy if you know which KPIs to look at. In this session Gianpaolo Lorusso, one of the most renowned Italian PPC specialists, will explain how to do it in 5 minutes and using only 3 reports (+ some extra fast quality checks), both in very simple campaigns and “monster” accounts.


Global opportunities within constant changes

3:45 - 4:30 pm
Track 1 | German-speaking

The world is constantly changing. Companies swim in a sea of data and try to navigate themselves to the best conclusions for a success strategy. Dominik Johnson will talk about the global change. What topics do companies need to have on their agenda in the future and where will these impulses come from. SEM is a key, because people can be approached much faster and more directly in comparison to other marketing activities.


10 mistakes killing the success of your pay-per-click advertising

3:45 - 4:30 pm
Track 2 | English-speaking

The beauty of Internet Marketing is that it is the only marketing that is 100% measurable. But what about of measuring your failures. So for those ready to bring pay-per-click advertising to the next level, here are ten mistakes you should avoid in your campaigns.


Effizienzsteigerung durch Remarketing

4:45 - 5:30 pm
Track 1 | German-speaking

With the intelligent use of remarketing, the results of PPC campaigns – especially in the fields of SEA, paid social ads and display ads – can be significantly improved. The session is for beginners and professionals and shows, with the help of concepts and case studies, strategies on how remarketing can be used successfully in practice.


Facebook advertising experiments – measuring, testing and improving

4:45 - 5:30 pm
Track 2 | English-speaking

The session will be about practical examples of Facebook marketing experiments that Stephen has carried out for clients, how to get visits to one’s website for less than $0.00 CPC and A/B testing examples that brought unexpected results. After his session, Stephen will be available to chat to people about their specific challenges in Facebook marketing.


Wann zahlt sich Brand Bidding für Markeninhaber aus?

5:45 - 6:30 pm
Track 1 | German-speaking

Companies, whose business name, product or service represent a brand often achieve the highest organic positions on search engine result pages (SERPs). However, some trademark owners take part at auctions for their brand names (Brand Bidding), in order to place additional ads on SERPs. Thus, they may receive more clicks (Addition Effect). But it is also possible that some users who clicked on the ad had clicked on the organic result, which means that free clicks were substituted by charged clicks (Cannibalization Effect). On the basis of millions of searches by reference to statistic models, we examine under which circumstances Brand Bidding pays off for companies. Florian Geyer from Fashion for Home explains in a short practical account, the motivation of his company to operate Brand Bidding, how the specific setting is arranged and which experiences have been made by now.


AdWords latest ad extensions & advanced AdWords tactics

5:45 - 6:30 pm
Track 2 | English-speaking

In Q3 of 2014 Google released 21 AdWords updates. As a search marketer, it is critical to remain abreast of this constant innovation. Throughout this presentation we will document the most effective recent updates and illustrate them with case studies. We will also share tactics to utilise AdWords updates in unintended ways. And we will conclude by revealing the secret skill SEA professionals have been honing over the years unbeknownst to themselves.