Paid search

Rethinking PPC reporting in an age of imprecise data

brightonSEO San Diego 2023

As our world moves toward increased privacy regulations, the death of third-party cookies, and rising tracking restrictions, how can PPC marketers ensure that they're reporting on reliable data that matters to their stakeholders?

In this presentation, Tim will talk about:

- How to incorporate first-party data into conversion tracking wherever possible to ensure the best accuracy in attribution

- How to take advantage of CRMs and marketing automation platforms for syncing data informing lead quality

- How to communicate the current limitations of ad platform tracking to put stakeholders at ease over mismatched numbers

- Shifting reporting toward a mentality of blended CPA across channels to counteract overreliance on individual platform data

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Beyond numbers: the art of projections for your PPC campaigns

brightonSEO San Diego 2023

During Sarah's presentation, she will delve into the reasons why businesses often seek projections and emphasize the importance of understanding these motivations.

Sarah will shed light on the challenges associated with projecting vanity and top-line metrics and explain why these metrics can be challenging to predict.

Attendees can expect to gain valuable knowledge about practical techniques for initiating and adjusting projections based on campaign selection and analysis.

Sarah will also address the common occurrence of discrepancies between projected and actual results, highlighting the various factors that can influence this misalignment.

After attending this presentation attendees should have a deeper understanding of the intricacies involved in PPC projections and should feel empowered with the necessary tools to effectively project campaign metrics and KPIs.

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Performance Max & Smart Bidding: reframe your approach to Google Ads in 2024

brightonSEO San Diego 2023

New machine learning tech from Google Ads demands a new mindset.

You can’t approach Performance Max like Search or Shopping and expect to get results. And you can’t use Smart Bidding without your own data to refine its performance.

In this presentation, Menachem will walk you through how to adapt your mentality and best practices to get the best possible results when using Performance Max and Smart Bidding.

When you attend Menachem’s talk, you’ll learn:

-What’s changed – and what continues to change – in Google Ads
-Differentiation and evolution of the PPC manager role
-Advice on using Performance Max & Smart Bidding optimally

Get your seat early and learn how to set yourself up for a growth-packed 2024 on Google Ads.

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