Resources are best accompanied whilst watching how the event went down:
Don’t Sleep on Microsoft’s Audience Network! – Sophie Logan
Top Tips:
- What differentiates the Microsoft Audience Network from the Google Display Network in particular is that you’re leveraging Microsoft’s data for your audience targeting
- Native PPC Platform – Placements include Microsoft Outlook, MSN, Edge and premium website
- Audience Ads is auto-applied so ensure you actively remove this targeting setting from your search campaigns
- Run a separate Audience Ads Campaign to target the Audience Network
GTM – By “The Tracking Yoda” – How To Become A Pro – Tiffany Shears
Top tips:
- GTM works as a translator between the website code and the platforms
- Events are the best way to track but you can also use the thank you page or raise element visibility
- Don’t overcomplicate it but ensure you are naming meaningfully and accurately
- Triggers often work across different platforms so you can use the knowledge for different platforms
Proving the value of PPC into your overall marketing strategy – Azeem Ahmad
Top Tips:
- Aligned channels and focus on the North Star Goal
- Combine short-term victories with long-term consistency using the trust vs performance model
- Ensure you have the data that talks to the C-Suite: Earned leads/sales, own traffic data from your/your clients’ websites and (obviously) costs