We are looking at growing inflation rates, political unrest, shifting consumer behavior and increasing challenges when it comes to talent acquisition. Meanwhile the PPC landscape is shifting and Google is rolling out a series of major algorithm updates and new product updates. Things are a little more complicated, to say the least. But worry not, Lily and Inna are here to help, by giving you the big picture – and that is looking positive. Uncertain times can be a chance to reflect, optimize and improve. In our opening keynote we will look at how Google’s recent innovations should play a key role in your marketing strategy; how you should approach PPC in this uncertain climate and; why you should optimize with a scalpel and not a sledgehammer. You’ll also learn how PPC and SEO can work collaboratively to offset the effects of an uncertain climate and why pulling back, if you need to, can be a good idea – but you should never stop.