Resources are best accompanied whilst watching how the event went down:
Falling back in love with Broad Match – Petya Yildizgoren
Top Tips:
- The quality of Broad Match has really improved in the last few years
- Use a Broad Match only campaign with target CPA or ROAS for more relevant results
- CTR, CVR and IS will likely go down, don’t panic!
- Broad Match may not work for your account so check exceptions first (check the slides!)
Less is More. Consolidation is key – Carolina Torres
Top tips:
- Google needs to be fed with the correct data – Fewer campaigns provide better Impression Shares for your best-performing keywords
- Your budget expectations can easily dictate the number of campaigns/number of keywords you can have
- Keyword mapping can help to understand the campaigns/keywords you need
- Consolidate your data and build your campaigns based on main KPIs, budgets and customer behaviour.
Profit Bidding: Best practices – Nicolas Huber
Top Tips:
- Ensure your business/client has a valid business model
- Marketers need to understand the capacity for real profitable growth
- Consider a) not advertising unprofitable products and b) separating products for growth and profit
- Marketers need to take into consideration LTV when working for growth.
Attribution, Lifetime Value, and How To Best Understand Customer Acquisition – Russell McAthy
Top Tips:
- The goal is to better understand what activities influence customer behaviour
- A customer journey is more complicated than a single visit
- Use macro and micro events to fully understand consumer engagement and final success
- CAC, LTV, AOV…. can be misleading, do some easy maths to get a better picture (check the slides!).
