brightonSEO's podcast

Recently crowned the third largest digital ad platform behind only Google and Facebook, Amazon Advertising is growing rapidly. Alec will provide an overview of Amazon Advertising in 2019 and beyond, along with ready-to-use sponsored ads strategies for managing accounts of any size, in any vertical.

Whether you are in in-house, or at an agency, chances are you've noticed that Shopping Ads are pretty significant for any ecommerce account.  The problem is, most people don't go beyond Google's automation in feed creation and ongoing management. This session will give you crucial tips in starting a Shopping campaign from scratch, getting the feed uploaded, and basic management tips.

Customer insights; the missing ingredient in your PPC landing pages. Without doing the research to understand a brand's customer, how can attendees build landing pages that convert and make them more money. Attendees will walk out of this session having learned how to layout, organize and get better data for their landing page. Do you want to make more money?

Using various techniques to maximise the performance across PPC. Combining the power of Google Analytics and Machine Learning to adapt your marketing strategies.

My talk will go in to detail on how best to sweep up troublesome Google Ads Accounts. This talk will go over correct structuring, identifying pesky default settings, and using lists & labels correctly. This is generally aimed towards turning inherited accounts around, but would also be suitable for more intermediate users who need help in cleaning up their accounts and understanding best practice.

This talk will firstly give some background on why AI has improved so much over the last 2 years - it truly is staggering how much this technology has advanced. I will then present my case for why the audience should embrace Smart Campaigns, with evidence from clients in various verticals, using a mixture of search, shopping and display campaigns. Finally I will share my framework, a simple 3 step process to crush it with Smart Campaigns, that will give the audience clear actionable steps to follow.

Whenever we ask clients for feedback on how to improve Bing and Microsoft Advertising, typically we get two contradictory answers: “Make it more like Google” and “Stop copying Google and start innovating”. How then do we proceed to make our product as good as it can be? We have to walk a tightrope between the two extremes and find a balance that matches Google functionality and performance whilst at the same time delivering new search experiences that will inspire and delight. Discover the latest advancements in Microsoft Advertising and a sneak peak at the roadmap for innovations of the future.

Google's advertising revenue has grown exponentially over the last few years. There are numerous reasons for this but here we investigate the darker side of why people click paid search ads and discuss what it means for your campaigns.

The benefits of leveraging PPC audiences across other online and terrestrial (offline channels): I'll be discussing about customer segmentations, how to best align channels such as CRM, Display, Paid Social (giving examples of tests to run) and use lifetime & behavioral on-site triggers to record pre-sale intent and turn into into sale/post-sale journey.

Matthew's talk will centre around automation and the future of Google Ads. Using every day, real life examples of how we use automation to enhance our lives, he will discuss the role automation can play in paid search, and how it should be embraced rather than feared; especially when it comes to time management and creativity within advertising accounts.

Machine Learning is everywhere, also in Google Ads. In my talk I'm not going to deepdive into specific ML features more into ways how PPC Managers have to deal with it and how it's changing the way we are managing Google Ads accounts.

Google is pushing its AI, reducing the amount of control for PPC experts. You can use scripts to monitor the impact of the AIs and regain control. At the end of my talk you will have a ready to use step-by-step approach to analyse the impact of some of Google Ads latest AI algorithms, as well as a way to regain some control using scripts.

Ever wondered why the numbers don't quite add up? This is a look at how modern attribution evolved to solve a problem of our own making, helped enable Brexit and generally gave us all a headache. Then some suggestions on how we might simplify our approach to valuation of media channels and customer interactions and act a bit more rationally.

In this talk I will share my experiences running a marketing team using the Scrum framework and some of the marketing specific customisations the process requires. I will also be making the argument for why marketing departments should consider stealing developers processes and tooling to deliver and monitor iterative improvements.  

Practical examples of exactly what you can do with Supermetrics, how to build clear dashboards by manipulating data in Google Sheets and why this is useful for accurate reporting and forecasting as well as time saving.

Analyzing online traffic and making sense of all the data is something digital marketers do every day. After all we need to understand what's going on in order to grow the business. Sometimes our assumptions are based on past experiences, sometimes we can support them with data, but quite often they are based on pure logic. Are they really? Over the years we've worked with numerous clients and learned that some assumptions are proven wrong more often than not.

In larger organisations, it can be difficult to ensure that meaningful audience data is available to all of the people who might be able to benefit from using it. In this talk I'll share how we built our own analytics service to unlock audience data for our content creators at the BBC.

Finding the impact of content - both commercial and creative - can be difficult and involves a lot of different tools. From pageviews, rankings, search terms, CTR, conversion rate and more, it's a lot of data to process from different places. But by pulling data into DataStudio in a visual way, you'll save time and effort, giving more time to make those improvements.

Data Studio updates + developer features - how to use it to visualize and create dashboard for your data.

Experts in marketing attribution since 2002, Mediahawk know how to track all of your conversions from all of your channels - whether that's digital, offline or by phone. Correctly identifying all of your conversions is key to creating a positive ROI for your business or your agency clients.  We'll show you what you're missing and more importantly, how to fix it!

More and more companies recognise that the more they experiment, the faster they grow. But many are sabotaging their culture of experimentation – without knowing it. In this session, Stephen Pavlovich, CEO at Conversion, will show what they're doing wrong (and how they can fix it).

SEOs are focused on driving traffic to a website (to increase sales) and CROs are focused on driving conversions on a website (to increase sales) - the end goal is the same. Diving into the conversion funnel, this talk will show you how CRO and SEO techniques can be combined to drive relevant, converting traffic to landing pages targeting a broad range of queries from high to low intent.

Weighted sort is an algorithm - tucked away in certain reports within Google Analytics - that ranks rows of data according to how statistically significant the output is. You may be familiar with weighted sort within the context of GA - but there are far wider reaching applications. In this session, I'll explain what weighted sort is, and how it can help a variety of other marketing aspects; analysing your top converting keywords, establishing what ads are really performing and when is the most engaging time to post on social.

Many of us work with businesses that have a brick and mortar presence as well as a digital presence. Quite often, there is a disconnect between what happens online vs what happens online in terms of customer behaviour. In this talk, I'll show you some of the methods you can use to measure this online using behaviour signals - to help you improve your online performance.

Find out how to get around one of the major limitation of Google Analytics—unsampled data—without having to upgrade to 360, and explore the potential for analysis opened up by BigQuery.

I'll be talking about how brining design, UX, technical performance, CRO, data dashboards and editorial skills into your daily work flow will make you a better SEOer. As a by product - you'll become indispensable to your clients/bosses.

SEO Tools innovation developing tools that help every professional involved in the SEO process, from keyword research to technical SEO and strategic copywriting.

Majestic has spent the last year working on some new developments. Be among the first to find out what they are. If you are a blogger, there will be news. If you are a link builder, there will be a game changer.

Using Ahrefs' tools to find high-quality link opportunities quickly and efficiently.

I'll be talking about using reactive PR techniques to aid your link building strategy. Everything from Love Island to heatwaves.

My talk is about our fresh CRM, which provides better reporting possibilities for SEO Agencies.

When looking at marketing campaigns, a lot of marketers don't take in to account all conversion channels - and this can lead to missing up to 60% of your conversions! This talk will help you identify if you're missing out, what you're missing out on and how to fix it.

Corvidae uses cutting edge data querying technology to combine normally siloed data. Using this unified data, it can analyse our clients digital marketing channels and ATL activity. This allows efficiencies in strategy to be unlocked, allowing more effective campaigns with reduced spend.

B2B product marketers face a wealth of challenges when trying to integrate global digital marketing into traditionally offline manufacturing businesses. Daiana will address common issues faced by B2B brands including setting expectations, branding and targeting and share tips for how digital channels can effectively be used to win customers around the world

In many countries and languages, finding featured snippets and answer boxes is still quite rare – but there are big opportunities to be had. Using examples from a recent case study, Zanna will demonstrate how optimising for these positions can have a positive impact on the rankings and CTRs of non-branded keywords in markets like Germany and Italy, as well as give you a competitive edge in the future.

This talk will look at why keywords should not be translated when running international campaigns. It will also cover the negative impacts of simply translating ads and not localising them to your target audience. We will explain the best practice when targeting international audiences and the first steps in getting your multi-lingual campaigns right.

Discover how social selling could change your approach to global sales and bring big results. Anlieka will share tips on how to develop a successful social selling strategy from choosing the right people and optimising profiles, to growing your network and maintaining engagement. She'll also discuss how social selling fits into a wider global social strategy and how to measure the results.

Join Jake Potter, Global Social Media Manager at Colt Technology Services as he shares how Colt generated leads through an always on paid social strategy, focussed on LinkedIn. This session will cover how leveraging the data from paid social results can be used to optimise the content for ongoing campaigns and different country-content.

Both social media marketing and pop culture dominate our screens - be it our smartphones, TVs, tablets or laptops. The relationship between them isn't exactly Barack and Michelle Obama level, but it's certainly a strong one. In this talk, find out how pairing the two can be a match made in heaven.

Facebook itself is putting increasing emphasis on Facebook Groups with renewed focus on building communities rather than supporting commercial Pages. With a host of new features for Groups as well as significant algorithmic advantage, what can brands and businesses do to harness the opportunities that Groups offer? This session will look at how Groups can work for you as a business when put as a core part of social media strategy. You'll come away inspired with ideas and armed with practical tips on how to set up and run an effective Group.

In Autumn 2018, we held a fundraising art trail to encourage the residents of Brighton and Hove to get out, #BeMoreSnail and enjoy the slower parts of life. This is an overview of our digital campaign and how we raised £300,000 for the hospice and achieved 31 million impressions on our hashtag over 10 weeks.

Simply listing your products on advertising systems like Google or Facebook isn't automatically going to take your revenue stratospheric. Sorry to burst that bubble. Google Shopping is super smart – sophisticated algorithms doing most of the hard work behind the scenes, it all seems hassle-free to start with. But scratch a little beyond the surface, and there are bundles of metrics and about a gazillion different ways to experiment. Getting it right, takes a whole lot of data wizardry. We've got some of the best brains in the industry optimising our custom bidding algorithms and product feeds, so why not let us guide you through this mathematical minefield?

As technology improves we see an increasing amount of automation in the field of PPC. With this comes democratization of the technology giving everybody access to the same possibilities. So how do you win in a world where the same advanced technology is available to everyone?

To successfully grow your ecommerce revenue in a difficult economy you have to be able to adapt fast to new ad formats, automation & AI, and use more sophisticated audience targeting. In my presentation I will not only talk about how the implementation of an Exact/BMM Keywords separated account strategy has had a proven track-record on lifting one of our client's ecommerce revenue, but also on how powerful smart shopping campaigns can be within your Google Ads strategy. Additionally, I want to dive in further and give useful, hands-on Google Ads optimisation tips such as examples of advanced audience strategies or the analysis of In-Store Visits for optimising the Omni-channel.

It's a checklist about what to do when you realise that you are losing organic traffic: which things should you check and some tips and ideas of what can you do to do to recover it.

Search engine optimization is a two way street. As webmasters continuously try to adapt and improve their site to maximize traffic, search engine also continuously evolve their algorithm to meet the demands of changing ecosystem. Hear from Bing webmaster tools on what they consider as good SEO practices and learn about solutions to maximize your discoverability on Bing.

With the breakneck speed digital advertising platforms introduce new ad types, extensions, features and targeting options it's nearly impossible to keep up. Swydo's Managing Director Jeroen Maljers has your back. His turbo masterclass will cover the most important updates affecting PPC campaigns - everything from the increasing impact of machine learning and automation, to the rise of Amazon as an advertising alternative. Get the insights you need to boost your marketing strategies.

How to implement a  series of strategy to improve your Amazon Sponsored Ads.

Advertisers are now able to target customers by product or category. Targets can be similar products or complementary products. Category can be narrowed down to a specific subcategory or broad category. In both cases, you can add negative ASINs and exclude your own products.

In the game of multi-channel eCommerce, SEO is not just about Google. With 44% of product searches starting on Amazon, it's essential you're ranking well if you/your client sell here. So come and learn about how Amazon's A9 product ranking algorithm works and to ensure your products are being found.

PowerShell is a command line tool typically used by system administrators to automate network administration tasks however it's potential uses goes far beyond this purpose. This talk will cover a range of ways in which with little or no coding experience PowerShell can be used to perform SEO tasks such as connecting to API's, scraping webpages, manipulating data and much more.