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:
- What Would Beyoncé Do? 5 PPC Tips To Make Your Account a Superstar
- Now You See It! Visualizing Your PPC Competition
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/MarketingLandhttps://twitter.com/dannysullivan/status/704718211619516416#2:Take ad copy from one channel (Search, Social, Display, etc) and test it in other channels — Marty Weintraub, aimclearhttps://twitter.com/MaddieMarketer/status/704752965735723008#3:Watch out for Dynamic Search Ad (DSA) campaigns matching to your phrase or broad match keywords — Sahil Jain, AdStagehttps://twitter.com/Hoffman8/status/704794403458588672#4:Make all that raw data visual! Try things like creating Excel graphs & adding annotations to call out performance context — Annie Cushing, Annielyticshttps://twitter.com/John_A_Lee/status/705107403025489920#5:Rethink your audience targeting – your assumptions may be way off — Mark Irvine, Wordstreamhttps://twitter.com/John_A_Lee/status/705176423288320001#6:For competitive Display research, use MOAT.com to review your competitor’s banners from up to 3 years back — Kim Thomas, PPCkimpossiblehttps://twitter.com/MaddieMarketer/status/705503616954544128#7:Looking to stand out on the SERP and improve CTR? Try testing Bing Ads Image Extensions — John Lee, Clix Marketinghttps://twitter.com/GinnyMarvin/status/705448398183239680#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, 3QDigitalhttps://twitter.com/ChristiJOlson/status/705188738352222208#9:Using Audience Exclusions only works for Display, not for RLSA (Search) — Brad Geddeshttps://twitter.com/MaddieMarketer/status/705530905146699776Though Google disagrees…https://twitter.com/adwords/status/705571335485984769#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 Williamshttps://twitter.com/MaddieMarketer/status/705503616954544128BONUS TAKE AWAYThe Google Dance after party brought out some groovy dance moves 🙂https://twitter.com/sengineland/status/705252229784035328What 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!.google {left:100%;display:inline-block;position:fixed}
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