EVERYBODY wonders how automation from Google is changing our roles as PPC managers. Do we still have a relevant role to play when there are new campaign types like Smart Shopping Campaigns that promise to automate budgets, bids, ads, and targeting? What is left for humans when machines take over? The answer is that historically machines + humans have outperformed machines on their own. So how do we think about the skills that we should develop and others that we maybe focus less on? In this session Frederick will answer some of the most burning questions: What can we expect from AI in PPC for the next 2-5 years? What roles can humans play to improve on the results driven by AI? How can we build automations with scripts that free up time to focus on strategic initiatives and how should we communicate with clients and managers who may have unreasonable expectations that are influenced more by media hype about AI than by reality? 

Google has been steadily evolving its platform, responsive search ads have been launched, another headline was added to name just tow examples. We might be back towards the ETA like discussions with how ads are structured and tested in a responsive / 3rd headline world and the debate over hand written ads vs responsive ones. In this session, you'll explore the changes, ensure you are up to date and get the tactics you need to maximize the performance of your campaigns.

Get an overview of typical missing negative scenarios and negative fencing tactics using Ads Scripts. The following use cases will be covered: DSA fencing against all search campaigns, shopping campaign fencing using negative lists, handling multi-list pools between Adgroup fencing of search campaigns, tackling and reducing matchtype overlaps based on query data, finding out-of-domain terms such as competitors and ngramming approaches with BigQuery. We will furthermore focus on notification of negative-blocking cases, auto-associate new campaigns with negative lists, and approaches to deduplicate existing negative sets.

Audience targeting and remarketing: Two powerful tools for marketers... unless they're rendered useless by ad blockers, tracking restrictions (Apple), shifts in consumer behavior, and new privacy regulations. In this session, we'll examine what's new in audience targeting and how the changes to tracking will affect your ability to effectively use audience targeting and remarketing.

From macro trends to micro tactics, here's your opportunity to ask our panel of leading paid search experts anything and everything ad-related. No PowerPoints. No holds barred. Join us for an open Q&A to get all your questions answered.

Google continues to push its Google Ads product strategy into the advertising market with a focus on automating bidding, targeting and creative creation. Data that was previously the basis for optimisation is no longer visible for many campaign types. This means a loss of control for advertisers that creates resentment and uncertainty. Which concrete activities in the environment of Google Ads and Search Ads 360 can we leave to the machine and where should humans be the driver and pull the strings? Which parts of Google Ads will be automated in the future and where will intervention possibilities be further restricted? In this session, we will shed light on the status quo of automation in Google Ads and give you concrete recommendations.

Change is the only constant when it comes to Google, from the new design to new features like CSS or Showcase Ads. A strategy that works today may be obsolete tomorrow. Does it make sense now to do branding with Google Shopping? For which assortments is it interesting to use price search engines? Is it more effective to book only via CSS or continue to book directly at GSE? In this session Sven shows you how OTTO, one of the biggest players in the e-commerce space, sets up its product campaign and control strategy. He’ll explain how to engage the users most effectively at different places in the funnel and how campaigns with the new features compare to campaigns without them.

With destinations all over the world, 21 domains and 20 million keywords per domain, Holidu, a vacation rental platform, has to balance their PPC efforts on a large scale. How do you manage all the information without getting lost? Holidu built their own tool to generate campaigns, keywords and ads as well as do bidding and analytics. Rasmus will share the key learnings from the process – the importance of structure, the mix of ‘general rules’ and attention to details and the resource commitment. He will also explain the challenge of estimating the value per user when revenue comes mainly from 3rd party partners and you have to rely on the estimated value from micro conversions. This knowledge can be applied if you only manage few campaigns or plan on building your own tool for millions of Keywords.

Don't start manual bidding, even if your tech team lets you down! Normally, a customer does not convert immediately when he or she visits a website, but it can take a long time until a purchase is actually made. This is especially true for long customer journeys that are filled with research. Further, the goal might not be an immediate sale, but prospecting, drawing users to a view and retargeting them, and only then going for the conversion. In all these cases it makes sense to offer preliminary conversions. But how much should a preliminary conversion cost? You can only find an intelligent bidding strategy if you calculate backwards - because you know the margin from the final conversion. In this session Dennis shows you how to calculate your target ROAS back to a target CPA and use it as a basis for Smart Bidding. And, to ensure it doesn't get too nerdy, he shares three approaches to calculating your target CPAs manually on a regular basis and then set them manually in Google Ads - a necessity if your tech team doesn't want to store any conversion values in the data layer. 

The launch of the new Google Marketing Platform which joins the Analytics, Data and DoubleClick products opens many new opportunities for marketeers. From new adtech and audience integrations and business optimisation opportunities to stronger enterprise features. In this session we take a deep look at the platform and look at the powerful integrations it offers, and how it's positioned to help drive more business with effective use of data. 

Integrating PPC with SEO, Content Marketing, Marketing Automation and Social Media via LinkedIn and Facebook as well as offline marketing is a supreme challenge. Extremely high click prices, strong competitive pressure, small target group sizes, long decision-making processes and, in many industries, an obligation to internationalise across multiple locations makes this problem one of the toughest in online marketing. B2B PPC is increasingly complex and a strategy limited to individual disciplines no longer fills the bill. Survival in the B2B environment will depend on breaking down PPC and integrating it into other marketing channels. This session provides concrete examples for the right strategy and tactics to position yourself with PPC and other marketing channels as the ultimate point of contact for user. It’s time to start the lead machine.