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SMX Munich 2017 Recap SEA | Day 1 & 2

Table of Contents

  • 1 Here it is, the SMX Munich 2017 Recap SEA
  • 2 Summary of day 1
    • 2.1 The Search Landscape in 2017, Rand Fishkin (Wizard of Moz)
    • 2.2 SEA in a Cross Device World - from good to great, Brad Geddes (Certified Knowledge) and Larry Kim (WordStream)
    • 2.3 Dynamic displays hands on - structure and concrete application options, Martin Röttgerding (Bloofusion)
    • 2.4 Solution approaches for immense challenges - Attribution 2017, Oliver Borm (Google)
    • 2.5 Only those who are consistently good stay ahead: AdWords Quality Assurance, Oliver Zenglein (SEM Boutique)
    • 2.6 The best AdWords scripts: Find, edit and / or rewrite, Thomas Grübel (InBiz)
    • 2.7 What we always wanted to know: Q&A with Rand & Wil, Rand Fishkin (Moz) and Wil Reynolds (SEER Interactive)
  • 3 Summary of day 2
    • 3.1 The RLSA Recipe for Highly Competitive Vertical Markets, Larry Kim (WordStream)
    • 3.2 Search results need more humanity or why are we actually buying ?, Wil Reynolds (SEER Interactive)
    • 3.3 Custom Match and Facebook Custom Audience, Tom Thaler (Thaler Enterprises), Matthias Pierrick Weth (Catbird Seat GmbH) and Dr. Martin Schirmbacher (HÄRTING Attorneys at Law)
    • 3.4 Those who can be found beyond Google sell more: E-Commerce Search, Scarlett Wycisk (The Walt Disney Company) and Marc Elevator (Factor-A)
    • 3.5 What for whom? The AdWords and Bing user community and the implications for advertisers, Stefanie Schilasky (Sparwelt) and Sebastian Stryj (SEM Boutique)
    • 3.6 SMX review and outlook: what's coming, what's going, what's staying ?, Martin Röttgerdings (Bloofusion)
  • 4 Closing remarks on the SMX Munich 2017 Recap SEA

Here it is, the SMX Munich 2017 Recap SEA

The leading conference on SEO, SEA and online marketing. 2 days, 10 theme tracks, 6 workshops, 80+ speakers, 60+ sessions, 1600+ visitors. Two exciting days at the SMX. Packed with lectures and panel discussions.

My conclusion: A great event with many practical "hands on" sessions. Old masters and stars of the industry did the honors. Interesting perspectives and approaches. The trends and topics from 2016 will remain in focus in 2017! The SEA top topics: Attribution, data, tracking, cross-device, dynamic ads, Adwords scripts and of course quality.

Summary day 1

The Search Landscape in 2017, Rand Fishkin (Wizard of Moz)

Rand Fishkin (Wizard of Moz) started the opening keynote with the latest data on “Searcher Behavior” and “SERP Features”. Conclusion: Nothing is certain, only one thing: the change! His most important statements:

  1. SERP features instead of SERP rankings! Featured snippets in particular are a “must have”.
  2. Google is continuing to push the “mobile” theme this year as well. But: Don't forget "Desktop"! Even if there is no such enormous growth here, it is still an important and high-performance device.
  3. Holistic marketing instead of “SEO first”!
  4. The big challenges of the future: not voice search, but “smart assistants” and “voice answers”.

His full presentation is published here.

SEA in a Cross Device World - from good to great, Brad Geddes (Certified Knowledge) and Larry Kim (WordStream)

Brad Geddes (Certified Knowledge) provided a lot of facts about various attribution model strategies. He appeals to make the attribution evaluation more differentiated. To use the advantages of attribution models one should use target group targeting. For mobile attribution, appropriate bid adjustments, ad customizers and default ads, and possibly your own mobile campaigns, make sense. His recommendations:

  1. the use of customized models,
  2. Consider assisted values, and
  3. Use attribution in AdWords conversion tracking.

Larry Kim (WordStream) gave insights into the world of Unicorns & Donkeys. His credo: everyone has at least one unicorn (top 1–2%). This is what you have to find out and use. Larry's PPC Insights:

  • Quality is more important than ever!
  • CTR is more important than ever!
  • Delete Bottom 25% & QS Garbage.
  • Kill Obvious CTAs from Headline and move into Sitelinks.
  • Blow up Dynamic Keyword Insertion (DKI): Get DKI out of Headline, move DKI into URL paths.
  • Stuff that does great on Social Media also does great on ads.
  • Brand affinity dramatically impacts CTR & CVR.

 

Dynamic displays hands on - structure and specific application options, Martin Röttgerding (Bloofusion)

Martin Röttgerding (Bloofusion) explained the structure and specific application possibilities of dynamic displays in his boot camp. He explained the use of countdowns, the IF function, and feed-based ad customization. Benefit: More engaging ads and less work.
You can find detailed information here.

Solution approaches for immense challenges - Attribution 2017, Oliver Borm (Google)

Oliver Borm (Google) spoke about the challenge of ROPO (Research Online Purchase Offline) and O2O (Online to Offline), explained the cross-channel and cross-device tracking of the customer journey and the change in attribution. “Last Click & Cookies” was yesterday. Today's challenge is "Data-Driven & Cross-Device". His approach for the efficient control of the marketing channels:

  1. Cross-device is a must!
  2. Use data-driven models!

He presented “Hello Fresh” as a success case. Attribution statistics from Google Analytics 360 were used here for automatic bidding (Smart Bidding) in AdWords, thus increasing the ROAS for AdWords ads by 145%. The study can be read here.

Only those who are consistently good stay ahead: AdWords Quality Assurance, Oliver Zenglein (SEM Boutique)

In his lecture, Oliver Zenglein (SEM Boutique) gave a summarizing review of the development of AdWords, provided practical tips and checklists for quality assurance and optimization options. Little new knowledge, but a good and certainly helpful list for practical implementation.

The best AdWords scripts: Find, edit and / or rewrite, Thomas Grübel (InBiz)

Thomas Grübel (InBiz) gave a lecture on the best AdWords scripts, gave helpful tips, revealed useful sources and sample scripts for use. Very practical session with a lot of technical input for trying out & optimizing. Here is his lecture with all the insights.

My highlights

  1. 100 AdWords Scripts to Use
  2. Quality Score Tracker from Martin Röttgerding
  3. Link Checker de Luxe by Holger Schulz
  4. A / B testing tool from Jakub Kašparů

What we always wanted to know: Q&A with Rand & Wil, Rand Fishkin (Moz) and Wil Reynolds (SEER Interactive)

The closing keynote with Rand Fishkin (Moz) and Wil Reynolds (SEER Interactive) delivered a pleasantly “personal” and very entertaining conclusion after all the knowledge-laden sessions.
In the opening keynote, Rand spoke of "SEO, search behavior, technology & marketing: the only constant is change", he stated at the end of the day: The industry is developing relatively slowly. "Industry-endangering" future scenarios are not to be expected.

As a casual panel discussion with Alexander Holl (Managing Director 121WATT) and Marcus Tandler (Founder & Managing Director OnPage.org) Rand and Will ultimately drew their very own, simple conclusion: It's not about constantly inventing new things, but rather about tracking down developments and trends, and the ability to adapt them quickly. Furthermore, both pleaded for a holistic strategy approach in marketing.

Summary day 2

The RLSA Recipe for Highly Competitive Vertical Markets, Larry Kim (WordStream)

The great Larry Kim again! As everyone knows: We are in times of highly competitive vertical markets and have already left the "Golden SEA Age" of low click prices and high conversion rates behind us. But: no reason to despair! Larry Kim shows the new potential of RLSA (Remarketing Lists for Search Ads).

As it is well known that we do not reach new users with RLSA, but only repeatedly address those users who are already familiar with the brand, Larry advises expanding his cookie pools. Its key lies in a cross-channel, viral strategy: addressing the target group cheaply with good content via social ads (Facebook, Twitter, LinkedIn), creating cookie pools that can then be used for RLSA.

Larry presents his “Super RLSA Strategy” as the “premier class”: RLSA combined with demographic bidding for search. With demographic targeting, different bid settings for e.g. B. Gender or age can be made. We therefore address users who have already been to the website and who submit a search query that matches our keywords, which are "rated" differently using demographic bids and thus advertised. Here Larry's RLSA Strategy summarized in three points:

  1. Verticals with extremely high CPCs, strong competition and a limited budget: Set 100% Spend on RLSA!
  2. Expand cookie pools and thus RLSA audience: Non-RLSA search budget shift to cheaper social / display ads
  3. Larry's "Super RLSA": RLSA combined with the new demographic bidding for search ads on AdWords!

Search results need more humanity or why are we actually buying ?, Wil Reynolds (SEER Interactive)

"People First versus Google First Search"! For Wil Reynolds, searches aren't just keywords. For him there is a person behind every search query. THAT makes a crucial difference. The focus is therefore on the respective target group. It is important to find and know them. An important key here: listen to the people and find out their intention, their search intent!

His approach: don't optimize for keywords, but listen to the people behind the search queries and find out their needs. THAT is his appeal to all marketers. But a rethink is also needed on the customer side. Here we marketers have to win the trust of our customers and guide and advise them with clear strategies. Even 5% trust can be enough to convince the customer with quick successes: "People First, not Google First".

Custom Match and Facebook Custom Audience, Tom Thaler (Thaler Enterprises), Matthias Pierrick Weth (Catbird Seat GmbH) and Dr. Martin Schirmbacher (HÄRTING Attorneys at Law)

Advertise users based on their email addresses - this opens up new possibilities for search ads, landing pages, keyword targeting and bid strategies. However: Here you are in the legal gray area. How do these features work and how sensitive is this topic?
After a brief introduction to the Facebook Custom Audiences by Tom Thaler (Thaler Enterprises) and the AdWords Custom Match by Matthias Pierrick Weth (Catbird Seat GmbH), Dr. Martin Schirmbacher (specialist lawyer for IT law, HÄRTING Rechtsanwälte) basic facts about personal data, the legal situation and a risk assessment as well as possible consequences.

“Legal” conclusion

  1. Are you allowed to do all this? No.
  2. But don't they all do it? Right. Because it works and because nobody notices.
  3. Risk: Fines and warnings can be imminent at any time, but in reality there are hardly any penalties from authorities, consumer associations or competitors

"Operational" conclusion

  1. Take advantage of the opportunities offered by Google Custom Match and Facebook Custom Audience
  2. Structure CRM data as best you can
  3. The larger the data set, the more precise the possibilities
  4. Adjusts the content of the respective target group

Another tip from lawyer Dr. Schirmbacher: Online marketers should sign a written data processing agreement with their customers to be secure.

Anyone who can be found beyond Google sells more: E-Commerce Search, Scarlett Wycisk (The Walt Disney Company) and Marc Elevator (Factor-A)

"Our biggest competitor in search is Amazon," said Google CEO Eric Schmidt back in October 2014. Marc Elevator (Factor-A) presents facts: There are a total of 52 million online shoppers in Germany, 44 million Amazon customers, 17 million Amazon Prime users. Even now, 55% of product searches no longer start on Google, but on Amazon. You should therefore occupy the most important positions in the search process, defend your brand and use cross- and up-selling potential. Marc Elevator explains Amazon Marketing Services (AMS), their campaign types and structure, as well as set-up and pitfalls.

Marc's tips

  1. occupy the most important places in the search process
  2. defend the brand
  3. Use the cross- & up-selling potential
  4. Amazon sales influence Amazon Organic Rank

Scarlett Wycisk (Senior Manager The Disney Store, Digital Retail Expert, The Walt Disney Company) describes Amazon as a "Rising Star". Using the example of The Disney Store, like a large company, and using the example of her own website Soulhorse, on which she sells horse luck brands, she outlines how a no-name brand can take advantage of Amazon.

Scarlett's recommendations

  1. Build brand shops at marketplaces
  2. Retail media marketers use it to buy media
  3. Use and build social content communities
  4. Expand branding, engagement and customer care

What for who The AdWords and Bing user community and the implications for advertisers, Stefanie Schilasky (Sparwelt) and Sebastian Stryj (SEM Boutique)

Stefanie Schilasky (Sparwelt) provided current comparative data on Bing and Google in terms of reach and user base. Bing currently has a 12.2% market share in Germany and 12.7% globally. Compared to the top dog Google, the user base here is a bit older (35+), but also more affluent (medium to high income). Bing users spend an average of 44% more on online shopping than Google users. Sebastian Stryj (SEM Boutique) illuminated the ecommerce and B2B companies on both search engines, as well as various verticals. The click prices at Bing are still below those of Google in almost all verticals. Bing certainly offers opportunities, such as B .:

  1. New users
  2. Higher number of advertising spaces
  3. New search partner networks

Sebastian Stryj recommends the following procedure:

  1. Evaluate organic traffic by search engines
  2. Import brand campaigns and / or best performer campaigns into Bing
  3. Compare performance and, if necessary, import additional campaigns to Bing

Conclusion: Bing is definitely an alternative to Google! You should use the potential.

SMX review and outlook: what's coming, what's going, what's staying ?, Martin Röttgerdings (Bloofusion)

Martin Röttgerdings (Bloofusion) summarized the most important facts & trends for 2017 for SEA:

  1. New AdWords interface coming soon
  2. Conversion to Extended Text Ads (ETAs) not yet completed
  3. AdWords Scripts: various sources provide finished scripts, use!
  4. Use dynamic displays with a new IF function
  5. New ad extensions: price, SMS, affiliate locations
  6. Demographic bid setting for search campaigns
  7. Responsive ads replace text ads on the Google Display Network
  8. Attribution models can be freely selected and combined (data-driven, last / first click, linear, time course, position-based)
  9. Cross-device advertising (bidding, conversion tracking, remarketing)

Closing remarks on the SMX Munich 2017 Recap SEA

As a closing word for SMX Munich 2017, I find what I think is a fitting quote from Larry Kim: “The AdWords Algorithm & Layout has changed. So change your approach! ”Just rethink your own perspective and approach. In a constantly changing SEA landscape, there are sometimes exciting new opportunities.

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