Digital Marketing Summit Southampton 2018

I don’t actually remember the last time I had a week in the office where something new didn’t happen within the paid media space and unless you live and breathe it, there will certainly be updates that you’ll miss.

In this highly actionable talk, Samantha walks you through some of the latest features and updates across the main paid media platforms. The deck will be packed full of inspiration and ideas that you can take back to the office and implement within your paid media campaigns.

In 2018, users spent more time on social media and ran more online searches than ever before. The combined appeal of reaching audiences across 1.2 trillion searches and 1.4 billion active daily users has doubled the number of advertisers on these networks over the past 18 months. Today, more than 8 million advertisers reach their customers online with search and social.
But as these platforms grow, how do we measure and ultimately optimize these campaigns in a world where users are increasingly connected and exposed to multiple campaigns across different networks and devices? Luckily, data within each platform can help optimize the others as well.
In this session, we will:

• Detail how social campaigns influence customers in all stages of the funnel and measure their impact on other campaigns
• Find data from other channels to optimize your social campaign targets
• Demonstrate how social signals identify present and predict future search trends on the Google
• Explore how to use social signals to optimize Google campaigns.

When Google first released Expanded Text Ads in 2016, advertisers rejoiced. Overnight, ads grew 50% in size and the possibilities for new ad copy seemed endless. On average, advertisers saw their ads’ click-through rates (CTR) increase by 20% after making this change.
But over the past two years, so much has changed. Our devices have become larger. We search more often, for more specific answers, and need more information. 140 characters weren’t enough for Twitter, and Google realized the same thing.

That’s why today, Google is improving your Expanded Text Ads by making them even larger – by adding an extra headline and description to all your expanded text ads!