HeroConf_PorterHun-1086

Sam Tomlinson

The Art & Science of PPC Account Structures

CPCs and CACs are spiking across the board, while advertising giants like Google, Facebook & Microsoft are implementing more targeting options and automation while simultaneously removing many of the controls marketers have historically used to prevent wasted spend. This reality is a perfect storm that is will result in most marketers spending more and getting a LOT less.

 

Given this reality (and the relentless march toward more automation), having a deep understanding of account structures – and how to leverage them to achieve your goals – has never been more important. In this session, we’ll dive deep into the essential account and targeting structures + how they can be used to prevent automation from running wild.

 

Understand the common SEM account structures (alpha/beta, SKAG/STAG, Cascade, etc.) – as well as the benefits and limitations of each

Learn how to overlay new targeting data + options onto existing account structures to create robust, intent-driven campaigns

Understand how different account & targeting structures impact various automated strategies and learn how to use scripts and rules to enable your campaigns to evolve while not running wild.

Sam Tomlinson

 

WARSCHAWSKI

 

 

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Agenda

40+ Actionable PPC Sessions You Can't See Anywhere Else

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Day 1

Day 2

CRO Workshop

Amazon Workshop

Registration & Breakfast

8:00 - 9:00

Welcome to Hero Conf London 2022 with Jeff Allen

9:00 - 9:15

Keynote | Brave Marketers

9:15 - 10:00

How to Increase Confidence, Take Risks and Get More Done

Creative risk is a central pillar to successful marketing campaigns and believing in yourself, and your ideas, is essential to this. As well as being able to confidently express yourself, your worth and your ideas. In this practical and inspiring talk you will learn:

 

How to regulate nerves before pitches, meetings and calls

Practical ways to believe in yourself and your skills

Increase buy-in and engagement when presenting to clients or stakeholders

Kirsty Hulse

 

ROAR TRAINING

 

Refreshment Break

10:00 – 10:15

Breakout Sessions

10:15 – 11:00

Porter Tun

The Art & Science of PPC Account Structures

Sam Tomlinson

 

WARSCHAWSKI

 

Upper Sugar

How to Use Technology to Combat the Dawn of Cookieless Advertising

Macy Edwards

 

CLICKTHROUGH MARKETING

 

Queen Charlotte

How to Build Team Relationships and Foster Confidence in a Hybrid Working Model

Sarah Clarke

 

CLICKTHROUGH MARKETING

 

Smeaton 2

Ad Fraud: Your Hidden Enemy & How to Beat It

Stewart Boutcher

 

BEACON

 

Exhibitor Break

11:00 – 11:30

Breakout Sessions

11:30 – 12:15

Porter Tun

Triumph Over Adversity: How to Achieve Growth and Success Through Your Challenges

Amy Hopper

 

AMY HOPPER

 

Upper Sugar

TikTok Ads vs Instagram Reels Ads - Who Takes It All?

Csilla Borsos

 

CREATOPY

 

Queen Charlotte

Demystifying Google Shopping: Uncover Buying Patterns and Optimize for Profit

Mike Ryan & Irene Ehrengruber

 

SMARTER ECOMMERCE

 

Smeaton 2

More Bang for Your Buck: Determining the Incrementality of Your Activity

Orla McQuaid

 

BRAINLABS DIGITAL

 

Lunch

12:15 – 13:15

Breakout Sessions

13:15 – 14:00

Porter Tun

GA, But Not As You Know It: How to Use GA4 to Get the Most Out of Your Paid Media Strategies

Jill Quick

 

THE COLORING IN DEPT.

 

Upper Sugar

How you can use Google to play Amazon ( and vice versa)

Dan Saunders

 

STANLEY BLACK AND DECKER

 

Queen Charlotte

Adtech & PPC tool adoption - how to bring order to chaos

Inderpaul Rai

 

UFURNISH.COM

 

Smeaton 2

How to Cheat Meta Into Giving you Cheaper CPMs

Claire Stanley-Manock

 

CONNECTIVE3

 

Refreshment Break

14:00 – 14:15

Breakout Sessions

14:15 – 15:00

Porter Tun

Proving the Value of PPC Into Your Overall Marketing Strategy

Azeem Ahmad

 

AZEEM DIGITAL

 

Upper Sugar

5 Google Tag Manager Must Have Chops for Advertisers

Jon Quinton

 

OVERDRIVE DIGITAL

 

Queen Charlotte

Google Shopping - There Must be Cheaper Ways to Acquire Customers?

Elizabeth Clark

 

DREAM AGILITY

 

Smeaton 2

How to Solve An Age Old SEO-SEA Issue: How Much Should We Invest In Our Branded Keywords?

Marcel Smal

 

ROOTS NETWORK

 

Exhibitor Break

15:00 – 15:30

Breakout Sessions

15:30 – 16:15

Porter Tun

How to Couple Data Science with Performance Creative to Transform Your Customer Acquisition

Paris Childress

 

HOP ONLINE

 

Upper Sugar

Google's Shiny New Object: Performance Max

Hillary Gillis

 

OUTSHINE

 

Queen Charlotte

Don't stop me now! Why will some e-commerce advertisers fail at paid media in the next year, and how can you capture their market share?

Liam Wade

 

IMPRESSION

 

Smeaton 2

The Art and Science of Creative Persuasion

Pete Watson-Wailes

 

TOUGH & COMPETENT

 

Refreshment Break

16:15 – 16:30

Keynote | Fireside Chat

16:30 – 17:15

Join Daniel Gilbert and Timothy Armoo for an inspiring fireside discussion.

 

The pair will share their experiences running successful agencies, their thoughts on mindset, their goals and aspirations, their thoughts on career development and finally their predictions for the future of digital marketing.

 

Dan Gilbert

 

BRAINLABS

 

Timothy Armoo

 

FANBYTES BY BRAINLABS

 

Networking Party - Bounce!

17:45 - Late

Bounce is the ultimate ping pong experience in London! This venues has classic ping pong to shuffleboard. Join us for a fun night out with your fellow Hero Conf attendees! The event is open to conference attendees only.

 

Breakfast*

8:00am-9:00am

*Workshop pass required

 

CRO Workshop

9:00am-12:00pm

Importance of being wrong – 45 min

 

We make assumptions, and prove/disprove them

Being wrong is exciting and where you make biggest gains

Site needs to be unique, but scientific

Case studies of contrasting tests

Tee up Boots case study – different stakeholders with different opinions

Quick Activity – 15 min

 

Formula for Success – 30 min

 

Case Study Results

Formula for prioritising optimisations

Group Task – 45 min

 

Similar challenge

Stakeholders have different arguements

Roleplay as stakeholders

Apply formula to design solutions

Closing – 15 min

 

Lunch

12:00pm-12:30pm

Meet your Presenter: Kevin Robinson

Graphic

Kevin leads data and analytics for CRO services at Brainlabs. His team unlocks knowledge on how people use our clients’ sites – and applies insight to drive actionable learnings and recommendations. To enable this, he’s building a culture where our clients are empowered through data that’s both accessible and actionable. He joined User Conversion in 2020 – and Brainlabs through their 2021 acquisition – adding to 10 years experience in digital, where he’s worked both agency-side and in-house, across acquisition and user experience.

 

Breakfast*

8:00am-9:00am

*Workshop pass required

 

Amazon DSP for Non-Endemic Brands

9:00am-12:00pm

Unlocking Amazon DSP for non-endemic brands – 1hour

Overview of Amazon DSP capabilities and USPs

Growth of Amazon advertising over the years

How this tool is used to achieve results for all types of businesses

Activity – 20mins

Mindmap ideas on how to use Amazon advertising for their business needs etc

Case studies – 30mins

How Amazon advertising can support your existing marketing efforts – 30min

Why adding Amazon to your marketing efforts can bolster results

How to make Amazon DSP work best for your business

Closing – 15mins

Lunch

12:00pm-12:30pm

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