Top 10 SMX West 2016 Takeaways!

It was a great experience again this year attending & speaking at SMX West in San Jose. I was thrilled to have such awesome, knowledge-hungry attendees at the sessions I spoke in, as well as see other smart industry leaders speak on their favorite SEM & SEO subjects.

Weren’t able to make it to the conference or to my sessions? Never fear! Check out my slide decks here:

Presentations covered everything from high-level strategic concepts to nitty-gritty tactical implementation. In this post, I took a stab at narrowing it down to my top 10 most valuable takeaways from SMX West 2016:

#1:
Google says Voice Search is growing at a faster rate than typed Search (so start factoring in voice search into keyword list builds) —
Behshad Behzadi, Google & Danny Sullivan, SearchEngineLand/MarketingLand

#2:
Take ad copy from one channel (Search, Social, Display, etc) and test it in other channels —
Marty Weintraub, aimclear

#3:
Watch out for Dynamic Search Ad (DSA) campaigns matching to your phrase or broad match keywords —
Sahil Jain, AdStage

#4:
Make all that raw data visual! Try things like creating Excel graphs & adding annotations to call out performance context —
Annie Cushing, Annielytics

#5:
Rethink your audience targeting – your assumptions may be way off —
Mark Irvine, Wordstream

#6:
For competitive Display research, use MOAT.com to review your competitor’s banners  from up to 3 years back —
Kim Thomas, PPCkimpossible

#7:
Looking to stand out on the SERP and improve CTR? Try testing Bing Ads Image Extensions —
John Lee, Clix Marketing

#8:
You can remarket to those who don’t visit your site! Try targeting email addresses, app downloads, Google’s Similar Audiences, or YouTube —
Joe Kerschbaum, 3QDigital

#9:
Using Audience Exclusions only works for Display, not for RLSA (Search) — 
Brad Geddes

Though Google disagrees…

#10:
For Shopping campaigns, Product Groups don’t allow you to add negatives for query fencing or apply shared bid strategies – so use Ad Groups instead!
Susan Wenograd, Kirk Williams

BONUS TAKE AWAY

The Google Dance after party brought out some groovy dance moves 🙂

What did you learn from being at SMX West or following the #SMX hashtag this year? Share with us your favorite takeaways in the blog comments, or tweet at @MaddieMarketer & @point_it!

Maddie Cary About the author

Maddie Cary is the Director of Paid Search at Point It Digital Marketing in Seattle. Her role involves overseeing and developing an amazing team of PPC account managers, while also running the Global SEM Program for Point It’s largest client. In 2015, she won the US Search Award for “Young Search Professional”. You can find her speaking & learning at conferences like SMX, HeroConf, & PubCon, or writing posts for the Wordstream blog. Outside of PPC, her biggest loves are her family, friends, and her idol, Queen Beyoncé.

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