Anyone who’s ever run a paid search campaign knows that the rewards can be instant, huge and provide out-of-the-ballpark ROI when executed properly – and can just as suddenly become a massive money pit when your competitors respond or when a search engine changes policies or introduces new advertising formats and rules. In the fast-changing game of PPC advertising, it’s absolutely crucial to keep up with new developments and constantly modify, improve and enhance your campaigns.
We can help: At SMX Advanced we’ve got two solid days of content devoted exclusively to paid search. All of our speakers are experienced veterans, who have agreed to bring their best strategies and tactics to the show and share them freely. Here’s an overview of what you can expect:
To start, we go extreme, with The Mad Scientists Of Paid Search. If they awarded Nobel prizes for paid search, our mad scientists would be the recipients. They emerge from their PPC labs, where they’ve been assembling keywords, bidding strategies and other assorted parts into monster PPC campaigns. Learn what paid search experiments worked, which failed, and prepare to conduct your own ground-breaking PPC plans.
Leave it to Google to continue to innovate – and potentially confuse and frustrate advertisers with new paid search offerings. Here’s how to leave your frustration behind and take advantage of the most recent new introduction: New PPC Best Practices In An Enhanced Campaign World explores how Google’s Enhanced Campaigns forced all advertisers to reshape their AdWords accounts, specifically with huge changes to mobile and desktop device targeting. In this session, hear from early adopters about their results and experiences with Enhanced Campaigns and look at the new generation of optimization strategies and best practices for account structures, reporting, bidding, budgeting and ad testing.
The lines continue to blur between search and social, and it’s now imperative that online advertisers pay attention to Twitter, Facebook and the other social networks. If you are running paid social campaigns now or are considering doing so, you need to attend What’s Hot With Paid Social, which covers evolving Facebook ad units, API driven Twitter ad opportunities, paid social news visibility and many other cutting-edge social advertising opportunities. Panelists will get granular on the networks, ad types, tactics and strategies for buying social media ads and extracting measurable ROI.
Retargeting can be an exceptionally effective way to guide a potential customer through their purchase consideration funnel. It can also be exceptionally annoying, bordering on creepy (not to mention a huge waste of money) if it’s not done properly. Pro-level Tips To Succeeding At Retargeting examines retargeting capabilities like Google remarketing lists, FBX, and new interactive ad formats. We now have more tools at our disposal to lure site visitors deeper into the sales funnel, upsell current customers with site retargeting and to reach new audiences searching for similar products and services with search retargeting. And these campaigns are expected to deliver. In this session speakers will share tactics and strategies for executing winning retargeting campaigns.
We know that at SMX Advanced in June, much of your top-of-mind thinking will be focused on planning that all-important fourth quarter. Learn techniques to maximize your investment in Product Listing Ads, both on Google and on Bing (coming soon!) What have we learned about this new product and implementation so far? Where should you focus your efforts? Our panelists on the Rocking It With PLAs session will share both case studies and aggregated data that will help you rock it in Q4.
And to wrap things up, what would SMX Advanced be without our regular Amazing Paid Search Tactics & Tools panel? Back by popular demand, this panel of experts will share their most powerful and effective ideas for pushing the envelope of PPC performance through real-life case studies and examples.
Have more questions? Some useful SMX links:
- Take a look at the full SMX Advanced 2013 agenda of 20+ sessions
- Who’s behind SMX Advanced? Check out the SMX Advanced programming team
- Incredible networking opportunities to learn from your peers
- 98% of past attendees would recommend SMX Advanced – see what they said
- Extend the learning, attend one of six post-conference workshops
- Where to stay in Seattle
Looking forward to seeing you in Seattle!