Your audience now interact with search engines in a very different way than they did just two years ago. In addition, AdWords paid search has become increasingly competitive and ultimately more expensive.
‘Bursting the Paid Search Bubble’ will cover the evolution of traditional PPC and where it now sits alongside other high-performance digital activity. Leading industry experts from Google, Captify, 4C and our very own digital expert from The Specialist Works will discuss the shift from 10 blue links to voice search, video, social and beyond, and demonstrate how you can still mine consumer intent for cost-effective acquisition without using the traditional search results page.
Andrea works with TSW to develop and grow their key clients across YouTube, Search, and Display. Prior to this, she spent three years in Google's Top Tier new business team where she worked with some of the UK's biggest brands that were moving their focus to Digital for the first time. She may work across Google's media ecosystem but has a particular love for all things YouTube, if you search hard enough you might even find her channel.
Content-wise Andrea will dive into how the Google media landscape is evolving and how brands can look to keep up in the fast moving Digital environment from Search to Video and what we see as the next big step for Google and YouTube.
Hannah, Sales Director of 4C,who are a global leader in data science and media technology, will be sharing her experience and views on 4C’s transformational paid social management platform. She will show how you can improve targeting and identify brand affinity and granular behaviour of your customers. This means you can quickly reach audiences sympathetic to your brand using predictive data science and apply this across multiple formats and networks.
Vincent is a renowned digital expert and speaker. Captify has the world-class ability to bring search data into programmatic and fuse together the two largest sectors of digital advertising, Search and Display. Captify’s unique Semantic Technology analyses 22 billion monthly searches to interpret the intent and interests of over 1.7 billion users, to power Brand and DR advertising campaigns across Display, Video and Mobile formats. Vincent will be covering the topic 'Search, the Inner You’, exploring under the hood and what it reveals, plus 'When Two Worlds Collide', fusing the power of Search and the creative impact of Display. Vincent will also share search-powered motion with some real-life case studies. One not to be missed!
Our very own digital specialist, Sam Vandermark, has spent four years at TSW working to enhance integration between online and offline channels, with a particular focus on biddable media; covering search, paid social, programmatic display and digital video.
Sam will summarise TSW’s view on how all these challenges affect you and what you, as a brand, need to do to be prepared for the evolution.