Shape had the pleasure of attending Turing Fest 2017 which hosted more than 1200 attendees August 2-3 in Edinburgh, Scotland. We raise our glass to Turing Fest’s founder, Brian Corcoran, who more than doubled attendance over 2016.
The marketing portion was filled with keynote speakers who shared expertise across content marketing, SEO, PPC, CRO, and marketing technology. Velocity Digital’s founder, 2016 Turing Fest speaker, and Edinburgh local, Mike McGrail, returned this year as the emcee and delighted with Scottish flair.
While jet-setting back to the west coast of the United States, we curated the following PPC-specific takeaways from the event’s marketing track:
1. The top search after brand queries is usually price related. Use ad copy and extensions to answer common queries. Direct searchers to relevant content, not just lead forms.
2. Make profits - not cars.
3. Do your landing pages confuse Watson? Verify and identify text gaps by running copy through Watson's Natural Language Understanding tool to identify how it auto-categorizes your content.
4. Prior to content promotion, check scroll depth by device to identify the greatest discrepancies between devices. Use to improve landing page user experience.
5. Curate and target content to top influencers on Facebook. Analyze their share and retweet ratios with a tool like Buzzsumo then create and target lookalike audiences.
6. Compare PPC search queries to Google Search Console to discover opportunities.
7. Use bubble charts to visualize and analyze search volume compared to PPC conversions and cost with a (free) tool like PowerBI.
8. Find who ranks for related “People also ask…” queries then use pivot tables to identify top sites for display ad placements.
9. Trigger Google Analytics events from on-site user behavior such as selecting a value from a drop-down menu. Create custom audiences to remarket whales based off events and exclude “small fish."
10. Cookie visitors with a “User Score” based on their searches and content viewed. Then analyze their behavior using a custom second dimension in Google Analytics.
Making the Connection By Laura Crimmons (Branded3)
“Marketing is about connecting with people – in every way – you need to connect with your colleagues and other teams to make them work with you, connect with a journalist/influencer to make them talk about you, and connect with your audience for them to like you/do what you want. Making a connection (in marketing) requires the following formula: the tools + the mindset (people, not users/pageviews) = successful connection. This talk will run through the reasons that making a connection is so crucial for success, the tools we have available to help make a connection more likely, the mindset we need to make this effective, and examples of how this works in practice.”
11. Personalization is more than just using someone’s name in campaigns. Connecting with humans requires acting like a human to build trust.
12. We are drawn to those like us. Non-creepy social “stalking” can uncover connection opportunities with prospects and clients.
13. Listen more. Speak less. When negotiating, summarize back to the client/prospect until he says “that’s right” to confirm understanding.
14. Improve connection with prospects by genuinely complimenting their work.
15. Increase trust by asking for advice to show you value their opinion.
16. Discover and use the most important KPIs for your clients and prospects (not just your standard reporting metrics).
17. Don't let them get hangry. Literally treat your clients and prospects.
18. Appeal to users’ interests and lifestyles by tailoring campaigns with public profile and segmentation data.
UK: YouGov Profiles
How to Operationalize Growth & Drive Revenue By Joanna Lord (ClassPass)
“In this presentation Joanna will talk through the many levers of growth, and how to organize your teams, processes, and channels to maximize growth. She’ll give examples of how the best companies in the world created growth engines, and leave you with tactics to bring back to your teams and beat out your competitors.”
19. Invest in report and dashboard views that matter. Don’t waste time creating and reviewing useless data.
20. Accurate attribution usually takes six months to achieve BUT it’s worth the investment.
21. Realize nothing is precious. Know where you’re profitable and where you’re not. Be ready to pivot accordingly.
22. Prior to marketing, get ruthless on product prioritization.
23. Play deep, not wide. Dominate one channel first based on your competitive advantage. Don’t dilute limited resources.
Marketing in a Conversational World: How to Get Discovered, Delight Your Customers and Earn the Conversion By Purna Virji (Microsoft)
“Capturing and keeping attention is one of the hardest parts of our job today. Fact: It’s just going to get harder with the advent of new technology and conversational interfaces. In the brave new world we’re stepping into, the key questions are: How do we get discovered? How can we delight our audiences? And how can we grow revenue? Come to this session to learn how to create deeper relationships with your audiences via conversation.”
24. With the rise of voice search, marketers need to think beyond just driving traffic to websites.
25. Chatbots can automate repetitive, menial tasks at every stage of your customer journey. Search for bots within your topic to discover how/if your industry and competitors are leveraging the technology.
26. Send paid and promoted traffic to chatbots to increase engagement by recommending helpful content based on customer journey state.
27. Quickly create your own chatbot without coding skills based on your FAQs with an AI tool like QnA Maker.
The Rand & Wil Show (Hosted By Lisa Myers)
“Rand Fishkin and Wil Reynolds are old friends, and two of the world’s leading experts in SEO. They’ll discuss the changing business of digital marketing and search live on stage.”
28. With the rise of voice search, it’s important to create and promote content for complex queries rather than simple answers voice search might replace.
29. Identify and sync users’ business IP addresses with a tool like Lead Feeder. Then copy and match with salesforce data to understand where those users are in the funnel.
30. Retarget audiences on Twitter and Facebook based on website behavior and content consumed.
31. Get a super boost with LinkedIn Ads by getting 20+ likes within the first ten minutes of ad launch.
32. Consider the LinkedIn 1x1 pixel hack and implement with Google Tag Manager for more info about who visits your content.
SEO in a Mobile-First Index: What Marketers Need to Know By Aleyda Solis (Orainti)
“There are now more searches being done from mobile than desktop devices and Google is moving towards a mobile-first index. Avoid losing your SEO results and learn how you can refocus your SEO process to prepare to the new mobile-first search reality with guidelines, tips and tools.”
33. Use a market intelligence tool like Similar Web to understand and track market share.
34. Use Google’s validation tool to test the mobile-friendliness of your landing pages to improve quality scores.
35. Check Google Search Console for mobile UX issues then fix them to improve your landing page experiences.
36. Identify queries done on mobile vs desktop. Compare results against competitors.
37. Verify opportunities with the AdWords Keyword Tool using volume estimates.
How to Make Your Wishlist Piece of Coverage Come True By Lisa Myers (Verve Search)
“There is so much content on the web, to get your content noticed you really need to make it stand out. It doesn’t need to be expensive, or even original, but it does need to be innovative. But there’s little point in creating content campaigns if you don’t make people aware of them. Lisa will be taking you through how her agency approaches content marketing and outreach, that has got their clients links and coverage from some of the biggest authority sites in the world including BBC, The Guardian and the Wall Street Journal. Don’t miss this hands on session on how to get your content noticed and covered.”
38. Don’t let your campaigns be the ugly chicken.
39. “You have to be willing to come up with shit ideas in order to come up with great ideas!” - Lisa Myers
40. Data becomes interesting when outliers are identified. Use it to create and promote unique content. Example created by Verve Search from Forbe's data, The BIllionaire's League.
The State of SEO & How to Survive Google’s Trojan Horsing of the Web By Rand Fishkin (Moz)
"In this presentation, Rand will show data on how Google is being used today, and how it’s changing, then dive into strategic initiatives and specific examples of how savvy players can build a moat to protect against long-term risk. Included will be tactical wins every site can take advantage of to drive more traffic and improve their content and web marketing strategies. A collaborative process for marketing teams, designed to create high-performance digital experiences that solve real, observed customer pains.”
41. Diversify traffic sources within your strategy. Survive with the 5-Part Path.
42. Images account for 20% of all searches (more than YouTube). Optimize your website images to appear for relevant paid search queries.
Data-Driven Design By Oli Gardner (Unbounce)
“Data is all around us, which is both a good and bad thing. Good, because we need it. Bad, because there’s simply too much to know where and how to start using it. This is one of several reasons that marketing teams are currently dysfunctional – I’ll reveal the rest in my talk – but it doesn’t have to be this way. Data-Driven Design (3D) is an actionable evidence-based framework that gives marketing teams (marketers, designers, & copywriters) accelerated access to the data they really need, coupled with a process for understanding how to use that data to make informed changes to the digital marketing experiences you’re creating today. In Oli’s talk, you’ll learn how to use The 3D Playbook to narrow four hundred sources of overwhelming data into the five you actually need.”
45. Reference Unbounce’s Conversion Benchmark Report for data-driven insights on landing page conversion rates by industry to see how you compare.
We hope you take the time to test these PPC tactics. To save time budgeting campaigns across AdWords, Bing and Facebook give Shape a try. Our flexible PPC platform adapts to how you work. Be up and running in minutes with your free trial.