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 London we’ve got two solid days of content devoted 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 Amazing Paid Search Tactics & Tools. This session is a regular feature of our annual SMX Advanced conference. Our 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, leaving you with techniques you can put to work right away to enhance your own campaigns.
Landing page testing and tuning. Persona development. Search funnel and user navigation path sculpting. Attribution modeling. These and other tasks are becoming increasingly important for search marketers striving to achieve their ultimate goal: Customer conversion – getting website visitors to take action by buying, registering, downloading, calling – or whatever your desired outcome may be. The conversion scientists on the aptly named Conversion Science panel show you how to get inside your visitors’ brains and create an experience that satisfies their needs by leading them seamlessly from search to ultimate conversion.
Want to write the best ads the world has ever seen, and then prove you’ve done it? Our panelists on Creating, Testing and Optimizing Ads cover all of the important tactics and best practices, including keyword selection, topics, types of testing, demographics, ad formats and more.
Think you know paid search? Does quality score really matter for all advertisers? Is account history sacrosanct? Is it really better to send people to product specific landing pages than a brand’s homepage? And, how do Google’s new “enhanced campaigns” affect things? During Forget What You Know About AdWords & Paid Search, our panelists challenge commonly accepted best practices and provide evidence that what you “know” about paid search can actually work against you.
Mobile ads, including those displayed on tablet devices, are growing faster and are more popular than ever, with some estimates suggesting they make up as much as 30% of all paid search volume. But, mobile users have different needs and wants than desktop users; so, your campaigns must be designed accordingly. Paid Search Advertising in a Multi-Device World features a discussion of the issues, and strategies and tactics you’ll need to succeed in a multi-device, always-on world.
If that visitor from your search ad doesn’t convert, retargeting (also called remarketing) allows you to keep your message in front of them as they visit other sites across the Web. Ready, Aim, Fire… Then Retarget! looks at how the pros are making use of retargeting to extend their reach and boost conversions. Learn the right and wrong ways for advertisers to stay on target.
Looking forward to seeing you in London!