|Time||Track 1||Track 2|
|08:00 - 09:00|| |
08:00 - 09:00 Registration
|09:00 - 09:15|| |
09:00 - 09:15 Welcoming Adress
|09:30 - 10:15|
09:30 - 10:15Making AdWords 10 times better
09:30 - 10:15Lift my Bids! Optimal handling of Bid Uplifts
Dr. Florian Nottorf
|10:30 - 11:15|
10:30 - 11:15Discover Growth – When Products Find People, Businesses Find Growth
Andreas Rau Thore Ladicke
10:30 - 11:15Google Analytics and the Customer Journey
|11:30 - 12:15|
11:30 - 12:15Where artificial intelligence helps and where not – what PPC management needs to be able to do
11:30 - 12:15Audiences in Search – It’s not what you say…?
|12:15 - 13:15|| |
12:15 - 13:15 Lunch Buffet
|13:15 - 14:00|
13:15 - 14:00Sixt – Automation in the SEA by using Google Big Query
13:15 - 14:00Mobile Landing Pages: Zero or Hero?
|14:15 - 15:00|
14:15 - 15:00The challenge of international SEA – implementation, complexity and expansion
Jennifer Bölitz Jana-Katharina Kruse
14:15 - 15:00The Perfect Symbiosis: SEA and SEO
|15:00 - 15:30|| |
15:00 - 15:30 Coffee break
|15:30 - 16:15|
15:30 - 16:15When to let the machines learn
15:30 - 16:15Storytelling with Facebook Ads
|16:30 - 17:15|
16:30 - 17:15Why Attribution matters: Connecting the dots using a Data Driven, Cross Channel Approach
16:30 - 17:15Amazon Marketing Services (AMS): Creation, data interpretation & optimization for optimal campaign results
Marc Rüsing Petra Schmidt
Ad testing cannot be left to Google, the industry agrees. That's why ads are placed interchangeably to determine statistically-significant winners. What has been generally accepted as the ideal solution for a decade is well-founded and sounds impressive, but in reality, it is nonsense. In his lecture, Martin Röttgerding shows why we are deceiving ourselves with this kind of ad testing. Using data and experiments, he demonstrates where widespread best practices can be proven to lead to wrong results and why they are generally doomed to failure. As an alternative, it presents a simpler approach that allows advertisers to achieve better results with less effort.
I am co-founder and managing director of Adference - we have optimized billions of bids for keywords and products. I would like to share our experiences with you and talk today about one of the most neglected challenges in calculating optimal click prices - the Bid Uplift. The Bid Uplift is the gap between maxCPC and avgCPC, which is of central importance for calculating optimal click prices for keywords and bids. In my session I show:
The presentation outlines the main ways Facebook helps businesses grow through helping products find people by proactively reaching the right people at scale, growing sales online and offline by capturing attention and driving action and by helping businesses learn what's really working by measuring people, not proxies.
In many companies the Customer Journey is a beautiful term, which is unfortunately rarely filled with life in practice. With Google Analytics as the basis for all online questions, you have a powerful tool to analyze your users - if you use it correctly. In this presentation we will show how to view a customer journey, make the necessary settings in Google Analytics and derive insights and optimizations.
Search marketing is no longer all about the keywords that we use. Instead, thinking about who is searching can provide additional context and help to improve performance. In his session, Tom McCarron will explore the changing shape of search marketing & audiences, show how to create advanced audiences using the latest features and discuss some real-world case studies & examples of advanced audiences in action.
There are a lot of tasks in SEA campaign management, which have to be done manually and take a lot of time. However, some of them can be automated using tools. The best example here is AdWords Scripts. However, there are many limitations that make it difficult to work on a large scale. So why not work with the Google Cloud right away? This has few limitations and is also inexpensive. Sixt will use three application examples to show how they work in the Google Cloud and what processes could be automated in the SEA. It covers Google BigQuery, Google App Scripts and Google Datastudio in more detail.
Advertisers constantly struggle trying to catch up with latest web technologies as well as their ever impatient mobile consumers. In a fast changing technological environment, fixing crucial elements in the user experience seemed never easier, but is yet difficult to prioritize. This session shows, that mobile is far from being “yesterday’s news” and that companies still struggling with certain mobile performance aspects and therefore are losing money.
In their session "Challenge International SEA - Implementation, Complexity and Expansion" Jennifer Bölitz and Jana-Katharina Kruse address three crucial challenges in the management of international PPC campaigns - both on a strategic and operational level. They share experiences and insights regarding the implementation decision: standardization or differentiation? What are the advantages and disadvantages? Are localized campaigns necessary to be successful? Can different markets be considered equally in terms of goals, strategies and optimization? They also describe how to deal with the complexity of daily account optimization and provide tips for expansion. They address the following questions: How do I find potential markets to grow, and are there campaign types that are particularly suitable for expansion?
The user doesn't care if he clicks on a paid or organic result, he just wants to reach the goal. For this reason, search engine marketing must be considered holistically if the maximum success is to be achieved. However, the reality is still far too often isolated optimizations for SEO and SEA. In this session, Désirée will show you how to use the symbiosis of SEO and SEA in a simple way to make strategic decisions. And to manage budgets more effectively.
Have you ever wondered whether you could use machine learning to improve your day to day work with AdWords? I will shed some light upon the different aspects of machine learning and will give some ideas of where you can apply these. Furthermore, I prepared a live demo of a neural network learning to master a game. To dive deeper, I will show a small case study of our AdWords management tool ProAdly to illustrate when it might make sense to use machine learning in practice.
How can the large number of users be reached efficiently via social media advertising? This lecture will give an insight into how storytelling with Facebook Ads can lead to performance-oriented branding and generate targeted sales with efficient funnels.
Although many Performance Marketeers would describe Last Click Attribution as outdated, the model is still surprisingly often in use. Many important information is ignored and lost because the influence of the other touchpoints is strongly underestimated / completely ignored. By using data driven attribution data, companies gain important insights into customers, campaigns and customer journeys and can thus improve campaign performance (s). This can be done by adjusting bids, shifting budgets and expanding the keyword set.