Agenda Preview 2024

Everything No One Told You About How to Use AI to Rank in Google

Speakers:

Mike King

Everything No One Told You About How to Use AI to Rank in Google

Product-Led PPC and SEO: Solving the Paid vs. Organic Dilemma

Product-Led PPC and SEO: Solving the Paid vs. Organic Dilemma

Summary:

Imagine a world where SEO’s compounding benefits can be validated and supported quickly with PPC and in return, the PPC budget can be maximized with proper SEO support. A product-led approach will help you to do exactly that and transform SEO and PPC into an effective growth engine. In this session, Myriam will explain how a pragmatic search strategy focused on outcomes over outputs will pave the way for a roadmap with feedback loops, testing frameworks, cross-functional processes, and distributed accountability. And all of these efforts, collectively, will establish a product-led growth model, that provides a clear path through digital marketing complexity, guiding stakeholders toward tangible and durable business results. This session is relevant for both PPC and SEO professionals.

Data Privacy Has Come to Stay: Are Established Tracking Practices a Thing From the Past?

Data Privacy Has Come to Stay: Are Established Tracking Practices a Thing From the Past?

Summary:

So many regulatory and technical challenges for more data privacy have been implemented over the last years and there are more to come. Online marketers have been worried (and still are) that advertising as we know it will cease to exist. This is true, and then it’s not true: advertising will stay, but it will change and become more challenging for advertisers from a technical point of view. In this session, Christian will discuss what all these changes mean from a technical perspective. We will look at the impact on performance marketing in particular, how Google’s Privacy Sandbox should be assessed, which problems are solved and shouldn’t worry you any longer and where you should shift your focus as new challenges arise. This session will focus on Google Ads as well as non-Google networks.

Harnessing GA4: A Deep Dive for Paid Search

Speakers:

Brie Anderson

Harnessing GA4: A Deep Dive for Paid Search

When Algorithms Dance and Data Dazzles: Automating Technical SEO With Machine Learning

When Algorithms Dance and Data Dazzles: Automating Technical SEO With Machine Learning

Summary:

Internal linking for websites with hundreds of thousands, and yes, even millions of pages is a challenge in itself. Emilija and Dan will take it a step further and unveil the secrets of optimizing internal links for such colossal websites. You will learn how to harness the power of BERT sentence embeddings and cosine similarity to navigate the vast digital universe with finesse. And after that we dive into the mar-tech realm of automated topical clustering and hub detection, all guided by the enchanting magic of eigenvector centrality. Sounds highly technical and geeky? We are not going to lie, IT IS. But this is SMX Advanced and if you are ready to embark on a knowledge-packed adventure where every click, every cluster, and every hub unlocks a new level of digital mastery, then this is the session for you.

Building Links with Images in the Age of AI

Building Links with Images in the Age of AI

Summary:

Stacey has been using purpose created stock images to build links since 2013. And oh boy, have things changed. Today, AI has made it fast and easy to create images of any sort in seconds with a simple text prompt. To benefit from this rapid evolution, it’s important to understand the weakness and strengths of AI imagery and to talk about platforms. In her session, Stacey will discuss how you can (and should) use both manual and AI generated images to create links from exceptional quality websites, and she’ll also share the role AI can play in deciding what images will be the most valuable link building assets.

Using Paid Video to Drive Traffic from YouTube, LinkedIn, Instagram & TikTok

Using Paid Video to Drive Traffic from YouTube, LinkedIn, Instagram & TikTok

Summary:

This is SMX Advanced and you all know the basics of video and how important video is for your online marketing. So let’s take it a step further and discuss how to gain significant traffic for your website by using paid video. In this session Phil will show you the ideal length and structure for successful video ads on YouTube, LinkedIn, Instagram & TikTok and effective messaging frameworks that can be used to communicate your value proposition. We will look at best practices for implementing sequential video advertising, how to use targeting groups effectively, and how to repurpose content for each platform. You will learn how to integrate a single campaign across multiple platforms, and last but not least how to prove your success by measuring conversions and core KPIs.

Future Proof Your SEO – All you Need to Know About Spam, Hidden Gems and AI Content

Speakers:

Lily Ray

Future Proof Your SEO – All you Need to Know About Spam, Hidden Gems and AI Content

AI Ad Copy & Feed Optimization

AI Ad Copy & Feed Optimization

Summary:

The optimization of feed quality demands a significant investment of time and specialist expertise. Moreover, crafting precise and relevant ad copy for an ever-evolving inventory presents a formidable challenge. Large Language Models (LLMs) like Google’s Gemini or OpenAI’s ChatGPT provide innovative solutions to these issues. In this session, Alex will explore the pros and cons of these models, offering insights into how you can leverage them to your advantage. You will gain a deeper understanding of how to implement these advanced tools in your strategy and learn a step-by-step approach to effectively deploying generative AI for feed optimization. We will cover how to identify the appropriate inputs, craft precise prompts, and conduct necessary validations to optimize your strategies. This session is not only for retailers but also for entities managing dynamic content across sectors, such as the travel industry.

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