Here are the links to the presentations given during the HerConf 2015 held in London from 27th October till 30th October. Go ahead get enlightened with experts speaking of their experience and sharing valuable insights about the PPC landscape.
Understanding Buyer Behavior
1. An Unexpected Buyer Journey by Emma Searle
Customers are using complex paths to complete a purchase, making it difficult for marketers to understand their full journey. This presentation discusses the ways in which the problem can be solved.
2. Using Search To Influence Online & Offline Purchase Behavior by Lauren Frankel
This presentation discusses how search behavior induce purchase decision and how e-retail sites are giving major competition to search engines by becoming publishers of content.
3. Giving Users The “Feels”: A Data Driven Marketer’s Guide To Emotional Targeting by Tiffany daSilva
Convincing a website user successfully widely depends on the connect that the website is able to establish with them. The presentation take you through how to communicate the right things across and the key things to focus on.
Mobile Optimization
1. Mobile Search Engine Marketing: The Power Is In Your Hands by Meghan Falter
30% of the companies say that mobile is central to their business. The remarkable journey that can be established through mobile device is discussed in this presentation.
2. Master Mobile Conversion Rate: What We’v Learned from Hundreds of Mobile Tests by Joel Harvey
Here’s a look at some of the ways to understand your mobile website and the users visiting your site. Discussed are the things that need to be put to test to ensure a consistent conversion rate.
3. Mobile Landing Page Optimisation 101: How To Get Started by Magdalena Gut
Things that marketers should make a note of to make the website optimized for mobile visitors. Starting form knowing your customer’s expectations to testing everything that is implemented. Learn all that in this presentation.
Improve Your PPC Account Performance
1. How To Lose Your B2B PPC Account by Kirk Williams
The presentation discusses the things that need to be kept in mind such as identifying the person for which ad is intended, clarity of intent in the keyword, directing the right ad to the right person.
2. Forget The Why, How & Where of Account Restructures by Megan Ginecki
If you are planning for account restructure, the presentation captures the tips that you can consider to make the process simpler. Go step-by-step with the tricks mentioned, learnt from the speaker’s own company’s experience.
3. Favourite PPC Mistakes & How To Avoid Them by Laura Collins
In this presentation the common mistakes committed by PPCers are discussed and how it can be avoided. Automated rules, bid modifiers, location settings being some of the areas where mistakes are common.
4. Dynamic Search Ads: The Safety Net of Your PPC Accounts by Rumyana Miteva
DSA appear based on the content of the website. This presentation takes you through why they are useful and how to go about setting up a successful DSA campaign
5. Perfecting Your PPC Ad Testing by Brad Geddes
Brad Geddes shares the different ad testing types, its importance and how it helps businesses in staying ahead of competition resulting in increase in profit.
6. They Did What? Using Google Analytics To Get A Deeper Understanding of Your PPC Results by Jeff Sauer
Google Analytics offers great insights on PPC campaigns. With that note Jeff Sauer discusses some of the components of Google Analytics such as user id, custom dimensions, data import etc. and how marketers must play with it to get the desired understanding.
7. PPC Game Changers: Tools & Automations by Anu Adegbola
With the growing PPC landscape, automation tools are the key to success. Anu Adegbola discusses about such AdWords tools that can be total game changer for businesses.
8. 3-Way Reporting For Winning At PPC by Samantha Noble
Reporting the right way ensures focusing on the right findings for the right people (clients or boss). Samantha discusses it in detail and direct marketers for a proper reporting routine to make sure your PPC campaign is a winner.
9. How & Why You Should Integrate Video into Your Digital Advertising by Cristian Ignat
Videos communicate things faster and easily. This presentation discusses why you should go about embedding videos in your digital advertising and how you can go about doing so.
Google AdWords Insights
1. Essential Google AdWords Innovations in Q4 2015 by Alan Coleman & Brendan Almack
The Wolfgang team shares insight on AdWords innovations, use cases, and how to go about making use of the new innovations/ features in your campaign
2. How To Use Excel To Unlock AdWords Secret by Sophie Newton
Here’s how you can master the art of using excel to find more meaning in your AdWords campaigns. Sophie discusses about the excel features in detail and explains the use cases where it would apply.
3. Quality Score Insights from An Ex-Googler by Frederick Vallaeys
We know how important Quality Score in AdWords is.Frederick Vallaeys takes up the task to explain in depth what quality scores are, how it is calculated and how marketers can measure and improve it.
4. Searching For Vacuum Spare Parts: Building Campaigns with Scraping & Google Docs by Mattheijs van Wijk
The speaker here discusses the tools that could be used to scrape your website to determine what a consumer is looking for and offer him the desired results to his query.
5. Partial Pooling: Don’t Ignore Information When Setting Bids by Richard Fergie
Here are the things that need to be though though before setting bids. He discusses the model that comprises evaluating keywords, segmentation and beta distribution to give away useful information.
6. Going Beyond Bid Modifiers by Matthew Read
Bid modifiers and useful, however with multiple layers, marketers can get a little confuse on the final bid. Matthew asks to go beyond bid modifier, to change the whole journey.
7. Unveil Competitor Trends & Strategies Using Auction Insights by Cassie Oumedian
Cassie, in this presentation, discusses why and when marketers must run auction insight analysis, identify true competitors, competitor landscape tools and strategies.
8. Getting Started with Scripts by Amy Bishop
Scripts turn out to be extremely helpful in automating processes. Amy discusses the components of scripts and how to go about setting a script, also touching on the practical usage of scripts and common errors committed
9. Does Remarketing Make You A Creepy Online Stalker? by Amandine Carrey
Amandine from Bing Ads discusses the role of remarketing in paid search and how to avoid appearing too pushy to the audience. She also elaborates on the subtle manner in which audiences can be wooed.
Social Advertising
1. Ways To Do More with Facebook Custom Audience by Sahil Jain
Sahil, AdStage CEO, shares the advanced strategies for custom audiences including limit wasted spend, drive visibility, expand reach and increase conversions.
2. LinkedIn Ads: The Red-headed Stepchild of B2B PPC by AJ Wilcox
LinkedIn advertising is all about building persona! AJ Wilcox compares AdWords with LinkedIn Ads concluding that each has its intent, with the latter helping business reach their ideal audience with higher conversion rates.
You can access presentation here, if we missed out on any.
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