Hero Conf talks

Tracking marketing spend: prove SEO & PPC drive revenue

Mass Media

April 11, 2025 12:00 am

This talk is for mid-level marketers who are relatively new to running digital campaigns and want to prove that their hard work is responsible for driving revenue.

Marketers know that SEO and PPC fuel growth—but how do you prove it in hard numbers? Without clear measurement, it’s tough to secure budget, optimize spend, and show real ROI.
In this session, Mitch will break down the secrets of marketing attribution, lead generation, and opportunity tracking so you can confidently connect your efforts to revenue. Learn how to:
✅ Set up the right attribution models to track SEO & PPC impact
✅ Align marketing and sales data for accurate revenue insights
✅ Optimize spend by understanding which campaigns truly convert
💡 Stop fighting for budget—start proving impact. If you’re ready to turn marketing into a revenue powerhouse, this session is for you.

Supercharge your campaigns (and life!) diving into client industries

Mass Media

April 11, 2025 9:30 am

In this talk, Lijun will share how immersing deeply in clients’ industries has turned their world into a source of inspiration. By exploring their passions and challenges, Lijun has built stronger client relationships, gained profound business insights, and created high-performing PPC campaigns. This journey has not only led to professional success but has also transformed Lijun’s personal life with newfound hobbies and interests.

The hidden threat draining your PPC budget – ad hijacking & impersonation fraud

Mass Media

April 10, 2025 4:50 pm

This talk is suitable for managers and specialists in paid search and affiliate programs.

In this eye-opening session, fraud expert Jonny Giddens uncovers one of the most overlooked yet costly threats in digital advertising – ad hijacking and impersonation fraud. While brands invest millions in paid search, deceptive affiliates and bad actors exploit loopholes to divert traffic, inflate costs, and steal conversions.

Jonny will break down how these fraudulent tactics work, the financial and brand impact they have, and why traditional monitoring methods fall short. Attendees will gain actionable insights into detecting, preventing, and eliminating ad fraud, ensuring their PPC budget is spent on real customers – not fraudsters.

Packed with real-world examples and strategies, this talk is a must-attend for performance marketers, brand protection teams, and anyone responsible for optimizing ad spend.

More revenue: your perfect meta ads campaign in 2025

Mass Media

April 11, 2025 11:10 am

This talk is suitable for those with a basic understanding of digital marketing.

Sukhjeet will discuss the relevance of Meta ads in 2025, how Meta ads can be used in conjunction with other Digital Marketing strategies to form the perfect revenue-generating campaign for your company, as well as tips & tricks for running meta ads in 2025

Unlocking the power of Amazon video ads: data-driven, scalable, and effective solutions

Mass Media

April 11, 2025 1:40 pm

The talk is suitable for medium to advanced level PPC/programmatic professionals.

In this talk, Ladi will explain why Amazon Video Ads are essential for media planning for both endemic and non-endemic advertisers. He will showcase how these ads leverage Amazon’s first-party data and platforms like Prime Video and Twitch to deliver higher brand recall and purchase intent.
As Ecommerce Director at Monks, Ladi will provide actionable insights on Amazon’s ecosystem, advanced tools like Amazon Marketing Cloud, and strategies for success. He will also share how Monks helps brands navigate Amazon’s DSP, enabling impactful campaigns and measurable results.

Beyond automation: the role of human creativity in AI advertising

Mass Media

April 10, 2025 3:20 pm

This talk is suitable for all paid media practitioners, strategists, and agency leaders navigating rapid technological changes.

While AI reshapes the tactical side of advertising, the core principles of effectiveness remain. My talk will explore the importance of creativity in the age of AI, alongside the timeless principles for advertising success.

Unlocking success in 2025 with Microsoft Advertising

Syndicate 3 and 4

April 11, 2025 9:30 am

TBC

Best practices to boost conversions with performance max

Syndicate 3 and 4

April 10, 2025 3:20 pm

Learn about the latest insights and features in Google Ads to take control of your Performance Max campaigns and best practices to drive growth

Bridging the gap: UX improvements and the incremental value of google ads

Syndicate 3 and 4

April 11, 2025 1:40 pm

In this talk, Clinton will delve into the power of landing page personalization to drive incremental gains from Google Ads. We’ll explore how to leverage user intent signals from Google Ads targeting to create tailored landing page experiences that resonate with specific audiences, resulting in increased conversions and a measurable uplift in campaign performance

Creativity meets data: Rethinking the art of performance marketing

Syndicate 3 and 4

April 10, 2025 1:40 pm

Key takeaways will include:
– How to integrate creativity with data to create campaigns that stand out in a saturated digital landscape.
– Strategies for redefining the marketer’s role, transitioning from manual management to high-level campaign strategy and creative excellence.
– Examples of innovative approaches to performance marketing that marry storytelling and analytics to deliver measurable results.

If you’re seeking actionable insights on embracing automation without losing the artistry of marketing, this session is for you

Does paid search strategy exist? And if so, what is it?

Mass Media

April 10, 2025 9:30 am

This talk is for anyone in marketing – not just limited to the paid search discipline – with 2-3 years experience – no deep technical understanding of paid search needed.

As practitioners, we like to brag about the latest & greatest strategies that we’re using in our campaigns – but what exactly do we actually mean when we say “paid search strategy”? Throughout this talk, Andy is hoping to kickstart a dialogue in the industry around how we should define strategy in this context. Andy’s hope is that you’ll come away from his talk better equipped to make the big decisions that are required to win in paid search.

Cracking the LinkedIn lead gen code: Go beyond just collecting emails

Mass Media

April 10, 2025 1:40 pm

Whether you’re a brand marketer, content creator, PPC or SEO specialist, or part of a scrappy startup, this session has something for you. Whether you’re new to LinkedIn Ads or a seasoned campaign runner, we’ll explore practical ways to elevate your brand strategy.

Stop just collecting emails – start driving real results! In this fun and practical session, we’ll explore how to turn LinkedIn into a brand-building powerhouse. You’ll uncover hidden features, learn to craft simple lead and brand funnels, and get easy tips to optimise targeting and nurturing for real business results.

Optimising conversion tracking for PPC in a privacy-first world

Syndicate 3 and 4

April 10, 2025 1:40 pm

This talk is for anyone who works in digital marketing – if you aren’t measuring properly, then you aren’t optimising properly!

In this session, Abbie will delve into the significant disruptions caused by evolving privacy updates, such as Apple’s iOS 14+ changes, the deprecation of third-party cookies, and stricter data regulations like GDPR. These shifts have made it increasingly challenging to measure campaign performance accurately, allocate budgets effectively, and attribute conversions across channels.

We all know that inaccurate tracking doesn’t just create confusion—it leads to inefficient campaign optimization, wasted ad spend, and missed opportunities to drive real business growth. Attendees will learn:

How to implement privacy-first tracking
The role of conversion APIs
Optimizing attribution models
Auditing your setup
Advanced PPC tracking techniques

Abbie will also share her top tips for optimising PPC conversion tracking to ensure your campaigns remain resilient and effective in this ever-evolving landscape. Whether you’re grappling with privacy challenges or looking to refine your measurement strategies, this session will leave you with practical tools and techniques you can apply immediately.

Smarter search strategies: diversifying ad platforms in the age of AI

Syndicate 3 and 4

April 10, 2025 3:20 pm

This talk is for those with basic knowledge of PPC campaigns or those experienced in them who want to diversify beyond Google Ads. 

As the digital advertising landscape evolves with AI advancements and shifting consumer behaviours, relying solely on Google Ads is no longer enough. In this talk, Serge will uncover how advertisers can future-proof their paid search strategies by incorporating Microsoft Ads as a powerful complementary platform. Attendees will gain actionable insights into diversifying ad budgets, harnessing Microsoft Ads’ unique features, and staying competitive in an era of AI-driven innovation.

Dominating Google Shopping Ads with your own CSS

Mass Media

April 10, 2025 11:10 am

This talk is suitable for anyone already using or planning to use Google Shopping Ads

In this talk, Ingmar will reveal how to dominate Google Shopping Ads with your own CSS (Comparison Shopping Services). He’ll provide an in-depth overview of the Google CSS program, showcasing examples of how having your own CSS can boost click-through rates, drive additional free traffic, and deliver measurable results. The talk will also feature benchmarks and cutting-edge implementations to help you stay ahead of the competition in Google Shopping Ads.

Join Ingmar if you’re considering using CSS providers or want to understand how it can provide benefits including improved click-through rates (CTR), free traffic, and increased branding & relevance for their business.

Increasing Shopping Ads visibility through feed optimisation

Mass Media

April 10, 2025 11:10 am

This talk is suitable for eCommerce and PPC managers with beginner to intermediate knowledge

In this talk, Holly will highlight the importance and value of optimising your product feed and how in doing so you can achieve higher ad deliverability and visibility. Holly will share practical and actionable tips for how you can use free methods to improve your feed quality.

Strategic paid social funnels: from startup budgets to enterprise scaling

Syndicate 3 and 4

April 10, 2025 9:30 am

Any agency, brand, or marketing team running paid social advertising (particularly on Meta) could benefit from this. Kieran has developed a paid marketing funnel that has scaled half a dozen brands from £20k to £250k in monthly spend, along with many other brands working with smaller budgets.

Whenever Kieran discuss this funnel with brand owners, it consistently captures their interest, and he’d love the opportunity to share it. His goal would be to provide actionable insights and share the expertise he has gained over the past nine years working with Meta ads.

Incrementality testing: more important and more accessible than ever

Syndicate 3 and 4

April 11, 2025 1:40 pm

This talk is for intermediate to advanced specialists

We are addicted to conversion measurement. However, the deprecation of cookies is making measurement increasingly more difficult. As such, to understand the true impact of Paid Search, incrementality testing is essential. Luckily, with new features, incrementality testing has become more accessible and easy. In this session, you will learn:
– All about Google’s new incrementality feature for Shopping/Pmax and Search: Conversion Lift studies
– How to perform incrementality tests via other methods (like GEO experiments)
– Common pitfalls in incrementality testing (like lack of power)
– How to get into a hands-on incrementality mindset, by thinking in terms of incremental CPA and incremental ROAS

Stop guessing, start winning: predicting winning products with PMax & Search

Syndicate 3 and 4

April 11, 2025 3:20 pm

This talk is suitable for those who are actively running Performance Max and Shopping Ads and have a decent understanding of how product feeds work, and how to utilise custom labels in feeds etc.

Join Inderpaul if you’re an e-commerce marketer or PPC specialist and want to level up your PMax strategies and better understand their interplay with Search campaigns.

We will look at:

● Understanding the concept of ‘Search Space’ and how it reveals the overlap and gaps in search term performance between Search and PMax campaigns.

● Learning practical techniques to analyse Search Space data to identify opportunities for optimising both Search and PMax campaigns.

● Discovering and applying a framework for predicting product success in Shopping Ads with PMax, including segmenting products based on performance and potential.

● Real-world examples of how dynamic product scoring and Search Space analysis can drive significant improvements in ROI for e-commerce advertisers with Google Ads.

Shop local: utilising Google Ads to grow your local business

Mass Media

April 10, 2025 9:30 am

If you’re running an Ads account for clients with a local business and want to learn more, this talk is for you. 

Managing a client that relies on local leads, local visitors, local shoppers? Whether KPIs are lead gen, ecommerce or footfall, whether budgets are large or small, join Hannah to find out: 

– the benefits of structuring campaigns geographically
– how to leverage location assets
– why you should prioritise presence targeting
– the 101 on Local Services Ads
– mastering location settings
– local inventory ad criteria
– how to track Store Visits

BigQuery & PPC: deeper insights into your campaign data

Syndicate 3 and 4

April 10, 2025 1:40 pm

This talk is for every PPC advertiser out there who wants to make a deeper analysis of their campaigns. You will need to have been running campaigns for a few years to get the most out of this talk. 

BigQuery is a fantastic tool which data managers are using for years now. How is it possible that not a lot of PPC people are actually using it? In this talk Lars provides hands on tips and best practices in using BigQuery for your PPC campaigns to get better results including use cases.

The social search surge: how social media is revolutionising search & discovery

Syndicate 3 and 4

April 10, 2025 4:50 pm

This talk is suited to marketers with some experience in search and social.

Search & Social have long been considered distant friends, who don’t have that much in common & have different goals in life. But it’s time to scrap this notion, as these two channels have grown closer than ever & as their relationship has now become completely intertwined, it’s something advertisers need to be taking advantage of.

In this talk, Beccie will examine how social media platforms are shaping an entirely new era of search behaviours, how advertisers should be navigating their future strategies for inspiration and discovery, and what this means for the growing complexities of cross-channel measurement.

Leveraging lead generation through Meta Ads

Syndicate 3 and 4

April 10, 2025 4:50 pm

In this session, Gopika will delve into the role of lead generation strategies for service-based and e-commerce businesses. She will share actionable insights on crafting high-converting lead generation campaigns using Meta Ads.

– Explore the various ways to set up lead generation campaigns effectively with Meta Ads
– Learn how to craft compelling ad creatives and messaging that resonate with your audience, leveraging principles of behavioural psychology.
– Discover how to structure landing pages optimized for maximum conversions.

Mastering ad group segmentation for paid search success

Mass Media

April 10, 2025 4:50 pm

This talk is suitable for experienced PPC specialists

In this talk Charlotte will educate attendees on the strategies, techniques, and best practices for organising and segmenting ad groups in paid search campaigns to maximise performance

The rise of social commerce and shoppable ads

Mass Media

April 10, 2025 11:10 am

This talk is ideal for marketing professionals who’ve been running campaigns for 1-2 years. 

In this talk, Ruffine will delve into the rapid evolution of social commerce and the growing impact of shoppable ads on modern consumer behaviour. She will explore how businesses can harness the power of user-generated content (UGC) and influencer-led campaigns to create authentic, engaging shopping experiences that drive conversions

Using AI to reimagine effective paid campaigns

Mass Media

April 11, 2025 11:10 am

This talk is suitable for mid-senior level leaders, seasoned campaign managers and content architects

In this talk, Ebony will explore how artificial intelligence (AI) is revolutionising how marketers design, execute, and measure campaigns. She’ll draw insights from her experience as a digital marketing coach working across industries like Biotechnology, Education, and Music.

Attendees will learn how AI-powered tools can streamline campaign management, enhance personalisation, and deliver actionable data insights to optimise performance.

The talk will provide practical strategies for integrating AI into marketing workflows, showcase real-life case studies of AI-driven success, and empower professionals to harness these tools for creativity, efficiency, and measurable impact in their campaigns.

Scaling Pmax while keeping tROAS 50

Mass Media

April 10, 2025 3:20 pm

Whether you’re starting out in the profession or have been running campaigns for some years, everyone can take something away from this talk.

A consumer electronic retailer from the Adriatic region couldn’t scale Performance Max campaigns while keeping profitability where they wanted it. David will demonstrate how he achieved this, and provide insights into how conversion values fluctuated through time.

This talk is suitable for those who want to gain insight or start to run Performance max campaigns

Why your paid social is crap – and how to fix it

Mass Media

April 11, 2025 11:10 am

This talk is suitable for all paid search marketers.

With paid channels growing rapidly, it’s no longer enough to just wait for customers to find you. In this talk, Simran will explore why paid social is essential in today’s marketing world. She will show how to use paid social effectively throughout the entire funnel—driving awareness, engagement, and conversions.

AI & automation tactics for Amazon Ads

Syndicate 3 and 4

April 11, 2025 9:30 am

More suited to those with 2+ years experience in the field.

In this talk, Mark will focus on 3 important amazon topics / case studies and how AI or automation can be used to maximize results.

Advanced targeting strategies with Google demand generation ads

Syndicate 3 and 4

April 11, 2025 3:20 pm

This session explores the advanced targeting capabilities of Google Demand Generation Ads, empowering PPC professionals to drive better results. From custom audiences and in-market segments to enhanced remarketing and lookalike targeting, attendees will learn how to move beyond basic strategies to maximize ROI with precision targeting.

Whether your goal is boosting conversions, refining ad reach, or scaling smarter, this talk delivers actionable insights and proven techniques to elevate your campaigns.

This talk is perfect for experienced PPC professionals and in-house marketing leads who are already familiar with Google Ads

Ad-diction method: create psychology-based ads that convert

Mass Media

April 11, 2025 9:30 am

This talk is suitable for anyone that wants to run, or is running, Ads

Creatives have become the key factor on Meta. Using technical hacks to scale is no longer enough: it’s essential to focus on the ads themselves and the messaging behind them.

Join Paolo who will show you how to craft effective ads by leveraging ethical psychological triggers that will make your target audience desire your product. We’ll cover:

– How to identify the most powerful psychological triggers for your audience.

– The Ad-Diction Method: Practical strategies for turning these triggers into high-impact creatives.

– Real-life case studies demonstrating these principles in action.

You’ll leave with a clear and replicable method to create ads that convert, lowering your ad costs, starting today.

This talk is suitable for newbies who have yet to launch their first ad, as well as the more experienced who want to optimise their advertising costs.

Leveraging PPC and SEO collaboration for winning search strategies

Syndicate 3 and 4

April 11, 2025 11:10 am

For PPC professionals who work in silo

Ellie’s talk emphasises the integration of PPC and SEO to create a unified search strategy that maximizes visibility, drives traffic, reduces costs, and enhances digital performance. It highlight the importance of embracing the new search landscape where paid and organic search lines are blurring. This talk will cover how closer integration between the two channels can drive efficiency, increase awareness, achieve tactical synergy, and set cost targets, while leveraging Google Automation tools to enhance overall search effectiveness.

This talk would suit PPC professionals who work in silo.

From insights to impact: using Meta’s API to elevate campaign performance

Syndicate 3 and 4

April 10, 2025 9:30 am

In this session, Bianca will unravel the Meta Marketing API and show how it can unlock powerful insights to optimize product performance and drive better results from catalog campaigns. From uncovering hidden data to automating campaign management, you’ll learn actionable strategies to take your campaigns beyond Ads Manager.

Whether you’re looking to boost ROAS or refine your product sets, this session will equip you with the tools and knowledge to stay ahead in the ever-evolving world of paid social.

This talk is suitable for social media marketers, paid social specialists

Stop paying twice: how to eliminate search cannibalisation and maximise ROI

Mass Media

April 10, 2025 9:30 am

This talk is ideal for marketers of all backgrounds who are looking to align their Paid Media and Organic Search strategies to boost efficiency and maximise reach. An understanding of SERPs and organic rankings, along with a working knowledge of Google Ads are beneficial, but not necessary.

How do you solve a problem like traffic cannibalisation between Organic and Paid Search?

How do you ensure your search ads don’t steal traffic from your organic content, while ensuring your ads appear if your rank was ever to fluctuate?

Chris will answer these question, as he tells the story of how he overcame these challenges by creating a bespoke solution. He will cover the data used, the failures and obstacles he faced along the way and the results.

By the end of his talk, you will be able to identify if a similar solution would benefit your marketing strategy and how it will save your business money.

Google Ads audits for ecom: you’re lighting money on fire!

Syndicate 3 and 4

April 10, 2025 11:10 am

The ideal audience for this talk is people who have been running Google ads for ecom brands for 2+ years and want to get the most out of each dollar/pound/euro being spent.

In this talk, Duane is going to show you why he thinks everyone should be auditing their ad account at least twice a year.

There are a dozen different ways he sees ad accounts lighting money on fire and being wasteful with ad spend.

Let’s pull back the curtain, and show what is going on in ad accounts.

This talk will cover:

• Why a 5x ROAS is sometimes a 2x and how some manipulate conversion tracking
• Understanding why the Search Term Report still matters in an AI world
• Your Asset Group and Listing Group breakout matter,… if you don’t want to waste money
• The mobile world is finally here but our site’s conversion rate hasn’t caught up
• Tips on using reports to look at data by locations, networks and other values to find how your money really got spent

Sometimes your top level numbers look amazing but when you dig below the surface and really do your due diligence. You find out things are worse then you were lead to believe.

This talk with help you audit your ad account and get a better handle on what is really going on. Follow the numbers and save some money in 2025

What are you looking at? Creating better ads through eye tracking studies

Mass Media

April 11, 2025 9:30 am

This talk is ideal for experienced social media marketers and advertisers.

Normally you measure and optimize your ads through views, clicks or conversions.

But what if you could see your ads through the eyes of your clients?

You would be able to build much more effective creatives with less distractions and more focus.

Felix will show you the results of over a dozen eye tracking studies of Meta and TikTok ads.

You’ll leave knowing how to guide the focus of your target audience exactly to where you want it to be: on your brand, your message and your offer.

Strategies for multilanguage ad copy optimisation with LLMs

Syndicate 3 and 4

April 11, 2025 3:20 pm

There’s takeaways here for everyone, just starting out or experienced in their field

Are you struggling to create compelling ad copy across multiple languages? Discover how Large Language Models (LLMs) can revolutionise your multilingual advertising efforts, saving time and boosting performance.

This talk will feature a real-world case study, providing you with actionable insights you can immediately apply to your global campaigns.

Gokce will share key takeaways including:

• A comprehensive comparison of LLM performance in generating multilingual ad copy
• Advanced prompting techniques specifically designed for multilanguage ad copy generation
• Strategies for maintaining brand voice and cultural nuances across different languages

This talk is ideal for PPC specialists and digital marketers, international businesses looking to optimise their ad copy across different markets and professionals seeking to leverage AI for performance marketing.

A scientist’s approach to PPC optimisation

Mass Media

April 11, 2025 3:20 pm

This talk is for anyone interested in learning new SEO methodologies and process in on-page SEO.

In this talk, Dr. Igor Ivitskiy—a PhD mathematician turned marketer—will reveal how to unlock the full potential of your Google Ads campaigns by applying mathematical and scientific methods.

He will share insights into Google’s neural network algorithms and demonstrate practical techniques for optimizing keywords, placements, audiences, creatives, and landing pages.

Ideal for PPC professionals, digital marketers, data analysts, and data-driven marketers who are interested in optimizing their Google Ads campaigns using mathematical and scientific methods, he will provide actionable strategies to enhance campaigns and achieve consistent, predictable growth.

Let’s go back to keywords

Mass Media

April 10, 2025 3:20 pm

This talk is ideal for specialists with 2-3 years of experience, as well as for those responsible for content marketing strategy.

Years ago, the magic of Google AdWords was that we advertised on keywords that perfectly matched the needs of the user.

Krzysztof wants to show that such advertising still works in 2025 and is doing quite well.

How do we work with keywords in the era of pMAX and automation? How do we search for them, and create a content marketing plan strategy for exceptionally effective campaigns?

We will search for and learn tricks related not only to AI.

Demystifying incrementality for paid media and beyond

Syndicate 3 and 4

April 11, 2025 1:40 pm

For those experienced in PPC or Paid media, or overseeing these channels in-house.

In this talk, Liam will explore the pressing challenge faced by PPC and paid media specialists: proving the value of investment in their channels amidst privacy changes and the evolving landscape of measurement.

He’ll dive into incrementality as the solution, covering testing, goal setting, and strategy.

Attendees will learn what incrementality is, why it’s essential now, how to set up an effective test, and how to apply the insights to campaigns.

With real case studies from Impression clients, Liam will provide actionable guidance, equipping the audience to navigate and elevate their campaigns.

Expect data, real case studies, and incredible (bad) jokes all packed into one high-energy session.

This talk is ideal for anyone either deep into PPC or Paid media, or overseeing these channels in-house.

Maximise ecommerce PPC success with actionable CRO strategies

Mass Media

April 11, 2025 1:40 pm

For PPC specialists eager to enhance their conversion rates and overall campaign performance. 

In this talk, Marouscha will share actionable CRO strategies tailored for PPC specialists in ecommerce.

She’ll cover neuroscience-backed techniques, overlooked UX elements, and essential tools to boost conversions and improve campaign performance.

Attendees will leave with quick wins to elevate their campaigns and exceed client expectations.

Mastering data-driven social media campaigns: a tactical guide

Mass Media

April 10, 2025 1:40 pm

This talk is suitable for digital marketers, social media managers, and brand professionals seeking to use data to boost campaign performance and engagement.

In this talk, Mehtab will guide the audience through the essentials of mastering data-driven social media campaigns.

He will share tactical insights on how to leverage metrics that matter, optimize audience targeting, and drive impactful results.

Attendees will leave with actionable strategies to enhance their campaign performance through data-backed decisions.

The evolving role of the paid media specialist: strategist, analyst, and creative partner

Syndicate 3 and 4

April 10, 2025 3:20 pm

This talk is suitable for specialists who are struggling to adapt to the changing industry, as well as for businesses considering if it’s worth investing in in a paid media specialist or agency

In this talk, Sal is going to explore how the Paid Media specialist role has involved in the past few years with the introduction of AI and Machine Learning. This doesn’t mean our jobs have become redundant, in fact, we’re now needed more than ever before!

Sal will explore how paid media specialists can provide unique value to businesses that goes beyond updating bids on a platform.

Data isolation vs integration: the future of effective media planning and strategy​

Syndicate 3 and 4

April 11, 2025 11:10 am

Marketers who have been working in the industry for 2+ years.

In this session, Sarah will explore the critical role of data integration in shaping future marketing strategies.

Attendees will gain an understanding of how the isolation of data can limit marketing potential, while integrated data sets can drive more informed media planning, creative development, and strategic decisions.

Sarah will demonstrate examples of ways to successfully transition from siloed data approaches to holistic strategies that maximise both creativity and effectiveness, ensuring that campaigns are both impactful and measurable.

This talk is ideal for marketers who are measured on performance, either in the long-term or short-term, and marketers who are increasingly being asked questions about performance, growth and brand versus activation.

Is paid search as we once knew it dying?

Mass Media

April 11, 2025 1:40 pm

This talk is best suited for mid to senior-level SEO and PPC team members who work with a complementary SEO/PPC team

With Google’s market share dropping, the constant shifts in user behaviour (hello TikTok search!), and the increase in zero-click results in the SERP, is paid search as we once knew it dying?

In this talk, Sophie will dive deep into how search trends and user behaviours have shifted over the last 5-10 years (and why) – and with that, how paid search strategies and best practices have evolved.

With so many new regular changes to the SERP and the way users find answers to their questions, shop and browse online, how should we – as paid search experts – keep up and stay ahead of the curve?

This talk is for anyone interested in the evolution of Google Search.

Taking your PPC account management skills from average to awesome

Syndicate 3 and 4

April 10, 2025 11:10 am

This talk is for PPC marketers of all career lengths, who want to make their PPC efforts more efficient and effective.

You’re doing a fantastic job of managing your PPC accounts, and are seeing great results. But what can you do next? What’s the difference between the average and an awesome PPC campaign manager?

In this talk Sophie will cover actionable account and campaign management tweaks and strategies which you can easily implement to improve your PPC efforts. From rethinking how you utilise keywords, to exploring how to utilise portfolio bid strategies, Sophie will shine light on the less glamorous, but still very important, aspects of expert PPC management.

From trends to triumph: fuelling high-impact social campaigns

Mass Media

April 10, 2025 1:40 pm

This talk is aimed at brands or agencies looking to grow their new customer base and drive success on Paid Social!

Driving cut-through on social platforms is becoming increasingly difficult.

In this talk, Sophie will explain how you can leverage a trend-led approach to drive success across Meta and TikTok.

Focusing on how you can conduct a thorough trend analysis that’s aligned to your brand; and how this can be translated into a solid creative brief and campaign strategy to drive results.

Building high quality lead gen using LinkedIn ads

Syndicate 3 and 4

April 11, 2025 9:30 am

This talk is aimed at anyone who wants to start using LinkedIn Ads for lead gen, as well as those who already use it but want to learn how to better generate leads and increase business revenue

Generating leads on LinkedIn can be incredibly difficult and expensive.

In this talk, Sveva will show how to generate high quality leads using lead gen forms in LinkedIn. Focussing on specific audiences such as job functions, seniority and company size, her clients saw unbelievable results.

By getting the right message to the right target in the right moment, coupled with testing landing pages and lead gen forms, Sveva will show how you too can achieve these results.

The science behind Google Ads Quality Score

Mass Media

April 11, 2025 3:20 pm

Some basic knowledge of running Google Ads needed

In this talk, Sylwia will delve into the intricacies of Google Ads Quality Score and how it can be leveraged for better campaign performance.

You will learn how to improve ad relevance, boost click-through rates, and optimise your landing pages—all actionable strategies to make your ads work harder and cost less.

This talk is aimed at digital marketers, PPC executives or those just starting running PPC ads, and business owners looking to enhance ad performance and lower costs.

The truth hurts: breaking free from misleading ad results with 1PD measurement

Mass Media

April 10, 2025 4:50 pm

This talk is aimed at anyone who works in (or is interested in) Paid Media or Strategy, whether brand-side or agency.

Measurement is keeping us on our toes – with the spectre of cookie deprecation hovering over us, and AI and signals taking over from traditional attribution.

For anyone running paid media, particularly upper-funnel social or brand (or even generic PPC, video or YouTube) campaigns, this might be worrying!

It’s time for agencies and in-house to evolve measurement using first-party data.

Amy will be bringing ideas to life with a case study from a real client (Norse Atlantic Airways) & sharing tips suitable for any vertical & brands either ends of the brand/performance spend spectrum.