Program

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For one day, we will bring the accumulated experience of 16 speakers to Berlin – sharing their knowledge of PPC, SEA and AdWords over two sessions. pdf-icon-en

PPC Masters 2016

Time
Track 1 | German-speaking
Track 2 | English-speaking
08:00 - 09:00
Registration
09:00 - 09:30
Welcoming address| Andre Alpar
09:45 - 10:30
10:45 - 11:30
11:45 - 12:30
12:30 - 13:30
Lunch buffet
13:30 - 14:15
14:30 - 15:15
15:15 - 15:45
Coffee break
15:45 - 16:30
16:45 - 17:30
PPC Inhousing
Mustafa Filiz
17:45 - 18:30
Really intelligent remarketing
Steen RasmussenMads Bøgh
From 6:30 pm
Get together & networking

PPC Masters 2016

20 AdWords Tricks in 40 Minuten

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

During these 40 minutes, 20 more or less unknown online marketing hacks will be introduced. The aim is that every participant leaves the session with some new ideas that can be tried on AdWords accounts right away, in order to optimize the performance sustainably. Instead of asking ‘Why this?’ or ‘Why that?’, you’ll simply come away with the answers and gain the necessary knowledge for the implementation.


Query power: Breaking down search queries to improve our keywords

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

Sometimes it’s easy to overlook the queries and keywords at the very foundation of our AdWords accounts. In this session, we’ll look at some of the different methods we can use to make bulk edits to keywords (changing bids, finding negative keywords or adding in new keywords) by analysing search query data. We’ll dive into 2 case studies and provide step by step examples of how we can harness search query data from AdWords and a little Excel magic to quickly and easily identify themes in our search queries which will let us make bulk changes to the keywords in our account.


Google AdWords Strategien für die häufigsten Challenges

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

During their session, Marc and Jennifer address the issues of daily and extraordinary challenges in account management. You want to triple your conversions? Cut the costs in half? Increase the visibility on Google Shopping? With these and other cases, we will show possible strategies, actions, as well as potentials of Google AdWords.


Unique user behaviours across markets that need to be considered when doing international PPC

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

Do not simply translate your accounts and hope for the best! Adapt, create and localize. This session describes how to adapt PPC strategies and techniques to different markets. It will include insights into how users engage with Paid ads in different markets and what you should do in order to get the best results in them. This is a must for any business or agency running multilingual or multinational PPC accounts.


Kampagnenstruktur Konzepte – Warum wir unsere Kampagnen für Maschinen bauen sollten

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

During this session, different concepts of structuring PPC campaigns will be introduced. It is not about right or wrong, but the advantages and disadvantages will be evaluated. In addition, it will be shown with the help of real customer cases from the e-commerce industry how a machine-built granular structure can influence the performance, in search campaigns as well as shopping campaigns.


Launch and advanced optimization of Google Shopping campaigns

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

Discover a full guide to launch effective Google Shopping campaigns, and the keys of the optimization in order to improve your revenue and CPA. Make the most of the Shopping campaigns, dethrone your competitors and improve your profitability in a few clicks!


Drive App Downloads and App Engagement in Google Search

13:30 - 14:15
Track 1 | German-speaking

Apps are more and more dominating mobile e-commerce and are about to be the next disruptive change of a www-based industry. An increasing amount of Apps are competing for limited real estate on our smartphone screens. Getting App installs and an engaged App customer base fast becomes crucial for success. This session gives insights into the Zalando approach to scale app downloads and to increase app usage in search.


Using alternative data sets to drive SEA success: Where advertisers can look to generate advanced insights

13:30 - 14:15
Track 2 | English-speaking

Data is a marketer’s best friend, but often SEA campaigns can be overly focussed on internal campaign data and metrics. This session will cover actionable ways that new and untapped data sources can unlock insights about the performance of your campaigns to deliver SEA success.


Kampagnen besser bewerten und steuern mit Google Analytics und Tag Manager

14:30 - 15:15
Track 1 | German-speaking

Google Analytics gives you more power at analyzing campaigns. You can better evaluate the success of your budget and gather valuable optimization insights with multi-channel reports and attribution. Analytics segments and AdWords target groups go hand in hand and give you more flexibility in remarketing.


Effective visits like a sir

14:30 - 15:15
Track 2 | English-speaking

Lukasz will speak on the importance of effective visits (non-bounce visits), exploring how users who visit the website and leave rather than continuing (bounce rate) should be removed from analytic exploration of the site, thus providing more useable, effective data. Lukasz will also highlight a number of useful KPIs that should be used in reporting, how to think analytical and where to start with reporting.


Erfolgreicher Markenaufbau im Netz – Etablierung einer neuen Marke in der Suchmaschine Google

15:45 - 16:30
Track 1 | German-speaking

CEWE-PRINT.de is being run as an independent B2B brand in commercial online print from the European market leader in photofinishing - CEWE. This session gives an insight on how building up a brand and marketing are becoming interlocked and what specific role SEA activities play. The focus will be on cross-channel impulses and specific practical tips.


Better bidding through “partial pooling”

15:45 - 16:30
Track 2 | English-speaking

Correctly valuing a click is one of the key components of setting the best bid. This is quite a simple problem for a high traffic keyword, but many keywords are low traffic and after applying a couple of levels of segmentation even head keywords can have quite sparse data. So the issue of making value decisions when there is not very much data is inevitable. But even for a keyword with zero clicks and zero impressions we don't have zero data - how can we use the performance of the rest of the account and the rest of our extensive PPC experience to inform our value estimate here? This sounds a bit like "using our gut feeling" or not using a data driven approach but it is possible to combine the two in a mathematically sound way. Discover how to do this here.


PPC Inhousing

16:45 - 17:30
Track 1 | German-speaking

More and more companies that are active online, think about building up an in-house PPC department. Before making a decision, whether to stick to an agency or not, you should pay regard to various factors. As a specific case example, I will give you insights into the in-housing process at Douglas and tips on the workflow, as well as a “road map”.


Instagram advertising – The power of being an early adopter

16:45 - 17:30
Track 2 | English-speaking

This talk will go through results why people should consider advertising on Instagram for their brands or for their clients, and go through some key case studies and results we’ve had with the platform to date. We’re seeing massive advantages and some amazing results on Instagram - largely we feel because our clients are adapting and using the platform first. This talk will go through how to use Instagram, but also how to take advantage of new advertising platforms as they are unveiled.


Understanding and attributing the full value of mobile

17:45 - 18:30
Track 1 | German-speaking

How can you evaluate the worth of every mobile touch point? Martin will answer this question and show you best practices and innovations in the field of multiscreen measurability. During the session you will learn how to improve the availability of cross-device conversions in AdWords and on this basis, how to use automated bid strategies.


Really intelligent remarketing

17:45 - 18:30
Track 2 | English-speaking

There are two ways you can do remarketing, the fast way and the smart way. Follow us on an exploration of the different options you actually have with remarketing and get an overview of the key questions you have to ask yourself to change you remarketing and results from ordinary to extraordinary. Through cases and hardcore examples we share how to use remarketing for brand building, for building client satisfaction or even supporting complex B2B sales – because at the end of the day remarketing is most likely one of the most potent tools packed in the PPC toolbox today.