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.
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.
Sixt – Automation in the SEA by using Google Big Query
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.