|Time||Track 1 – German||Track 2 – English|
|08:00 - 09:00|| |
08:00 - 09:00 Registration
|09:00 - 09:30|| |
09:00 - 09:30 Welcoming address | Andre Alpar
|09:45 - 10:30|
09:45 - 10:30SEA für B2B-Geschäftsmodelle
Maik MetzenJennifer Bölitz
09:45 - 10:30Advanced automated AdWords reports
|10:45 - 11:30|
10:45 - 11:30Attribution als Steuerungsherausforderung für SEA – Datengesteuerte Prognostik zur Optimierung
10:45 - 11:30Optimising Mobile Moments: An End-To-End Focus
|11:45 - 12:30|
11:45 - 12:30Remarketing – Flirt mit dem User. Abfuhr, Affäre oder ewige Treue?
11:45 - 12:30Advance AdWords remarketing for ecommerce
|12:30 - 13:30|| |
12:30 - 13:30 Lunch buffet
|13:30 - 14:15|
13:30 - 14:1510 kreative Tipps zur Adwords Kampagnen Optimierung
13:30 - 14:15Dynamic remarketing hand made
|14:30 - 14:50|
14:30 - 14:50Panel: Dabei sein ist nicht mehr alles – So heben sich Ihre Produktanzeigen von der Masse ab
Marcel HollerbachMarkus KettnerMichael PietschKai Rieke (Moderator)
14:30 - 15:155 ways Programmatic will change the Paid Search industry
|14:50 - 15:15|
14:50 - 15:15Perfection is the enemy of good – Attribution in der Praxis
|15:15 - 15:45|| |
15:15 - 15:45 Coffee break
|15:45 - 16:10|
15:45 - 16:10Project-A & Adference: Account-Metamorphose und die evolutionäre Anpassung eines Klickpreises an seine Umweltbedingungen
Dr. Florian Nottorf Raphael Pollak
15:45 - 16:30Rediscovering your Campaigns on the GDN
|16:10 - 16:30|
16:10 - 16:30Amazon Marketing: die Pay-per-Click Alternative im E-Commerce
|16:45 - 17:30|
16:45 - 17:30Detailoptimierung im SEA trifft auf Makrosteuerung im Ecommerce
16:45 - 17:30How To Automate PPC To Grow Your Business
|17:45 - 18:30|
17:45 - 18:30Was kann AdWords für andere Online Marketing Kanäle leisten und wie kann SEA diese unterstützen
Carlo SiebertJohannes Stabel
17:45 - 18:30How to measure conversion beyond direct response and clicks in AdWords & Facebook Ads
B2B companies with specific business models are faced with challenges typical of SEA: long decision cycles, ambiguous keywords, special target groups and their own seasonality apart from the eCommerce B2C christmas business. Maik Metzen and Jennifer Bölitz will present challenges and solutions for B2B companies in their session.
Stop doing repeated tasks like downloading reports manually and creating pivot tables.The main goal of the talk is to save tenths of hours of manual work that could be better spent on management and optimalization of the accounts. Together we will look at ways how to automatically get any report from Adwords using AdWords scripts without any knowledge of programming. Additionally I will show you how effectively filter or visualize data for better account management.
Attribution, as part of the management of all marketing channels, is currently on everyone’s mind – it is said to be the supreme discipline of useful budget allocation. What challenges and pitfalls are waiting for channels like SEA? How can customer journeys of varying lengths, mixed shopping carts, and returns be priced correctly if the value of a click is first determined after 30 days? The SEA team of Otto, together with the inhouse BI, has developed a performance indicator which allows a prognostic SEA-management on the basis of more than 900 attributes. How to optimize and automate the management with the help of those KPIs will be shown during the talk of Melanie Schlegel.
Mobile has come a long way in recent years; since the year of mobile was declared to have taken place in 2015, we’re now in a place where mobile devices make up more than 50% of ad spend, making them the fastest growing technology in terms of penetration in history. When it comes to getting mobile strategy right, there are foundational pillars which marketers need to achieve in order to get user experience optimised, which ultimately comes down to thinking about ‘micro-moments’. These are effectively ‘I want to’ searches, which mark the behaviour of how users are searching today. Understanding these will enable marketers to improve targeting, spend, attribution and measurement on mobile, both cross-device and cross-channel. Hannah’s session will cover how to target for these moments that matter, how to optimise for visibility on mobile devices, and how to measure and attribute effectively throughout the user journey to give attendees a toolbox of best practice tips and strategies to get the most out of mobile in 2017.
Anyone who fails to send out the right flirt signals will end up drawing the wrong conclusions and getting dumped (by the user). So, in most cases the relationship ends before it really starts. But how can you avoid this? Who is the right one to flirt with? And how can I catch the attention of the right people (users)? Are there rivals from other channels? You will find all answers to these questions and much more at Nico’s session.
Google Analytics has always been a fantastic web analysis platform, but when connected to Google AdWords or Doubleclick Bid Manager, it now has the potential to become one of the strongest web marketing platforms in the world. In 40 minutes, we will analyze what are the most useful and advanced remarketing tactics to maximize Ecommerce revenue, whilst looking into advanced Ecommerce metrics. During the session, we will answer these questions:
Optimization is one of the most important tasks for all SEA teams. From keyword research to conversion optimization, there are always many ways to improve a campaign. But how to find interesting keywords without a keyword planner tool? How to optimize the ads for the right target group? Which performance indicators to use for SEA campaign optimization? How to demonstrate the capacity for different conversion aims with the help of Google Tag Manager and Google Analytics? You will find answers to these and other questions about AdWords campaigns at Guido’s session.
More direct and personal you are, more money you get from your visitors and recurring customers. Dynamic remarketing campains provide a huge opportunity to touch customers and visitors in the perfect time and place. This speech will explain how to use custom dimensions to build custom segments for a real dynamic remarketing campaign when Google Adwords is not yet ready to read and push data in your advertive (when your audience is too small or your marketing segment is not relevant for Google).
For many online retailers, Google and Facebook are among their most important advertising platforms. The number of advertised ads for consumers is increasing, attention is falling. This makes it all the more important not only to be present on these channels, but also to be at the top of the lead. In their panel discussion, Kai Rieke (Project A), Michael Pietsch (Facebook), Markus Kettner (Smartly.io) and Marcel Hollerbach (Productsup) will discuss the current state of e-commerce advertising. The industry experts are taking an innovative approach to how e-commerce marketers can attract and inspire online shoppers today. They tell us their personal tips and insights - from current best practices to the latest developments and their outlook on the future.
It’s not just industry jargon, programmatic advertising is expected to rise from $15B in 2015 to $32B in 2017. Once thought of only for display, now programmatic is a used to improve of shopping, search, mobile and video campaigns. It’s the biggest change the industry has seen in years and opens up untapped opportunities. Although exciting, the advance of programmatic are both complex and compelling. At the forefront of the programmatic movement into search and shopping, Finch’s CEO, Bjorn Espenes, will walk you through the 5 Ways that Programmatic will change Paid Search, how to be present in the biggest marketplace on the planet, and exactly how to stay ahead of the game.
For the past 15 years digital performance marketing followed one logic: the last click/ cookie wins. If we zoom in on the customer journey in 2017 this logic is flawed: users make multiple searches before they convert; 40% of consumers start their shopping process on mobile, but finish it on desktop or tablet. At the same time getting multitouch and multichannel attribution right is nearly impossible. In this session you will learn about 5 different steps in Google AdWords that you can take today to make better marketing decisions across different screens and touchpoints to ultimately grow your business.
In the first part of the lecture, Raphael Pollak from Project-A explains how different stages of the business process are run through in different phases of the company, thus not only reflecting changes in the work process but also changing the bidding strategy in order to adapt them to the new targets and the competitive conditions. This dynamic environment in combination with a finer getting segmented CLV & margin specifications as well as a granular account structure result in the challenge to calculate the most important CVR for the bid at any time. This is covered in the second part of the lecture by Flrian Nottorf of Adference. Furthermore he explains how to precisely predict the CVR with the help of Bayesian statistics and the linking of different data sources even in a fine account structure and thus also in the Longtail.
The most common mistakes in GDN campaigns and how to avoid making them. Furthermore, Thomas will give an introduction to, and best practices for building and optimising Gmail Sponsored Promotions. With the help of a case study the audience will come away with a greater understanding of the full potential of advertising on the GDN and a practical knowledge on how to set up and manage innovative display campaigns. Moreover, you will learn how you could create and run dynamic remarketing, regardless of your vertical and get some helpful insights into advanced remarketing list creation using Google analytics.
Already today Amazon is the largest e-commerce provider in Germany, a flattening of this growth curve is not in sight. The high innovation rate will more likely further increases the importance of the shopping giant. Sellers on Amazon can share in this success by increasing the presence of their products on Amazon. In his session, Marc Rüsing will focus on the mechanics of visibility through paid advertising and talk about possibilities, opportunities and challenges on Amazon marketing platforms.
Testing is the key discipline in improving AdWords. By doing so, daily tests are conducted in the SEA, and CPC bids, announcements, matchtypes, keywords, times, positions, target pages, etc. are continuously improved (The delivery status, the service promise, etc.), and therefore, qualified traffic hits a generic shop. Inconsistencies are not resolved, and optimization levers in the shop are left unused, so what is the potential? Requirements are given to the organization and technologies. You will learn how to use successful ‘use cases’, how successful advertisers can solve this dilemma and what is necessary for it.
Account managers spend a lot of time managing and monitoring PPC accounts. This session will focus on how using automation saves time and helps get better results for AdWords accounts. It will also cover the different tools and resources available and examples of which tool/resource should be used for which type of automation. No prior technical knowledge is required to attend the session. Geetanjali will be covering Automated Rules and AdWords Scripts in detail and will be giving an introduction to the AdWords API.
Adwords alone usually works very well, but the real potential unfolds itself only through the intelligent networking of all involved channels. Online campaigns in SEO, email, Facebook, Amazon, affiliate marketing, etc. can complement AdWords and improve the effectiveness of the individual channels. Especially when interacting with other departments, it is important to know which information from Adwords can be relevant. Adwords can also be used to carry out tests for SEO optimization (meta title & meta description). In this session, you will learn how AdWords and the resulting data can gain a competitive advantage in other marketing disciplines.
E-marketers are obsessed with performance and direct response. This obsession can ruin your marketing strategy. Relying solely on Google Analytics as a conversion attribution tool, you might end up with untapped opportunities. Tomasz would like to give you some smart and simple solutions to measure the awareness and interest stage (from the AIDA model) in AdWords and Facebook Ads.