One thing is certain about digital marketing: it is ever-changing. As digital marketers, we are constantly put through new quests to find effective and innovative solutions.
Once again, we are taking the challenge and narrowing the most pressing solutions into 40+ actionable sessions to make sure you walk away from Hero Conf London 2022 with everything you need to reach your desired campaign results.
Here are ten solutions you’ll be walking away with from Hero Conf London 2022.
Reporting and Analytics
1 – GA, but not as you know it. How to use GA4 to get the most out of your paid media strategies
GA4 is the biggest thing to happen in analytics in a decade! Despite the PR from GA about this ‘upgrade,’ it is not a carbon copy of Universal Analytics. It is a completely new model, and it will impact everything we do around reporting.
Every single website that uses GA is going to have to break from what they traditionally know about Universal Analytics and adapt, migrate and learn how to use the new platform.
But let’s face it, no one likes change, change is hard.
However, change also brings new opportunities and there are some things we can do in GA4 that will get you really excited.
Jill Quick, Analytics Consultant and Trainer at The Coloring In Department, will show you how to navigate your journey of using GA as you know it, to the new GA4 model, and how you can use GA4 to get more out of your paid media strategies.
2 – Five Google Tag Manager Must Have Chops for Advertisers
Google Tag Manager (GTM) is an incredibly powerful tool that allows advertisers to implement and customize tracking, all while bypassing the need for time-intensive development support.
With all the benefits that can be gained, having a basic knowledge and ability within GTM makes your life easier, increases the breadth of your ability as an advertiser, and means you can get the tracking you need to be implemented faster.
In this session led by Jon Quinton, Founder of Overdrive Digital, you’ll learn:
- How to get started with GTM
- What you can achieve with GTM
- Five GTM implementations you can action right away
3 – Create your own custom insights with custom columns
Custom columns just got a lot better and, in this session, you will get a better understanding of what’s changed and which possibilities were added that you can play with.
During this session, Koos Hoeijmakers, Head of SEA at Greenhouse, will show you practical examples of all the amazing things you can do with custom columns. You will also learn how to set them up and get the formulas that were used for said examples. The session will be split into different sections; budgets, targets, pacing, performance, and anomalies.
Bidding and Budgets
4 – Supercharge Your Lead Gen with Value-Based Bidding
Adopting proxy values for multiple conversions across all paid media channels can have a huge impact on your ads, not to mention showing clients where they get the best return on investment. Refine strategies, leverage automation, and supercharge results – Harriet Barter, Paid Media Director at Launch, will show you how in this session.
5 – How to move from ROAS to ROI
Sometimes, a lower ROAS is needed to achieve a higher profit. To make this presentation clear and actionable, Rob Watson, Founder & MD of Freewheeling, will break it down into three stages.
Firstly, he’ll make the case for moving from ROAS to ROI, sharing some recent results from the clients he worked with.
Secondly, he’ll dig into some specifics of the type of Business Intelligence that can be used in Google Ads accounts. This will get you thinking of the possibilities within your data.
Finally, he’ll wrap up with examples of how he has been able to implement this, with clear guidance so you can do the same.
6 – Proven CRO Wins in eCommerce That Aren’t A/B Tests
In this session, Luke Carthy, eCommerce Consultant at LukeCarthy.com, will talk about how he finds real opportunities to boost conversion and sales in the world of eCommerce for his clients.
Many believe that CRO is predominantly A/B testing. Although that’s a staple in CRO, there are so many more areas to find real conversion wins, improve UX and deliver sales growth.
What you’ll learn:
- How to customize everyday tools like Google Analytics and HotJar to narrow down on friction areas and CRO opportunities.
- Category pages vs. landing pages, what’s the best experience to drive more sales?
- How do you optimize them to improve conversion?
7- More bang for your buck: Determining the Incrementality of your activity
With the rise in DDA modeling and a greater focus on holistic attribution, we have seen digital marketing take great leaps in improving the way we attribute value to our different media channels and determine optimal investment across them.
However, there are gaps in the ability of any digital platform to accurately and fully understand the impact of our media investment across all channels. This is where incrementality testing comes in. When done effectively, incrementality testing can help you decide where to more effectively drive revenue uplift, and help make savings where conversions would have occurred anyway without additional media input.
In this presentation led by Orla McQuaid, Strategy Director at Brainlabs, you will learn:
- A clear idea of what incrementality is and the value it can add to your marketing modeling.
- The best practice of how to use different testing types to prove incrementality in lower-funnel/performance marketing channels to prevent over-valuation of them.
- How to take results from these tests and factor them into your digital marketing attribution model.
8 – How you can use Google to play Amazon (and vice versa)
There’s no denying that Amazon is the key player when it comes to eCommerce, but Google is a close second. At the moment, people see them as polar opposites but they are two sides of the same coin, what makes them different? Data!
Data and search are pretty much the big topics everyone is talking about. What Dan Saunders (eCommerce Channel Manager at Stanley Black and Decker) has noticed whilst working with clients and agencies, is that by not knowing what to do with their data, it’s costing the company a small fortune. Not just loss of potential new revenue and customers, but also lost revenue on acquiring data and not understanding what they should be doing with it.
Dan’s talk will be the step-by-step actions he takes with his clients to make sure all their marketing from TV, radio, search and email are all feeding into each other, and how you can use them in Google against Amazon and Visa versa! He’ll also break down how data should feed all aspects of eCommerce.
Three key learnings will be:
- Using Google and Amazon against each other.
- Where to get this data.
- Use this to build your brand and drive customer acquisition.
9 – How to couple data science with performance creative to transform your customer acquisition
2022 could be the last year that Third-party, cookie-based tracking technologies deliver the sweet ROI that digital marketers have grown so accustomed to. Even if it’s not, acquisition marketers must act now to gain deeper insights into their prospects earlier in the journey and to leverage the mountains of data in their tech stacks.
Here are three key learnings you’ll get from this session led by Paris Childress, Founder & CEO of Hop Online:
- The performance marketer’s new must-have skills in a post-third party cookie digital marketing landscape.
- Ways to identify and feed first-party data into digital ad platforms like Google and Facebook for outsized ROAS.
- A new approach to high-volume creative production and testing that’s better aligned with performance marketing (and won’t break the bank).
10- Multi-channel Digital Marketing Strategy for E-Commerce
In the upcoming cookieless era and in the age of adblockers, decreasing CTRs and conversion rates, expecting high ROAS, and low COCA from direct last-click conversions has become wishful thinking without a full-funnel multichannel marketing strategy.
For e-commerce especially, it is really important to realize how each channel interacts with the others and what is its role in the overall digital marketing strategy. In this session, Raluca Radu, Managing Partner at MTH Digital, will show you:
- How to identify the Buyer Persona profiles we are targeting in our digital marketing campaigns.
- How to do your market research on the competitive landscape using digital research tools in order to identify our main SWOT points, USPs, and key communication messages for the best results.
- How to identify the right digital marketing channel mix.
- Tactics for each PPC Marketing channel.
- Tips for budgeting and KPIs for each channel.
Get ahead of your competition and join us at Hero Conf London 2022 for two full days of in-depth training on these and many more pressing digital marketing developments.
Make sure to check out our agenda which includes more details on other sessions happening at the conference.
Retail Search is the New PPC
“Amazon Ads, why?”. It all started for me back in 2018 when I interviewed some of the world’s leading PPC experts and surveyed award-winning paid search agencies. They were all doing Google Shopping campaigns but what about Amazon Ads? Very few of them invested there.
Since then, Amazon Ads has caught up on both Meta and Google. The advertising revenue of Amazon represents 7% of its business. But those 7% already correspond to almost 20% of Google Ads. It’s on fire.
But it is not all about Amazon. When you dive deeper into the online retail marketing space, you quickly find out that retail search is not the only advertising lever there, and that Amazon is not the only player. Beneath the surface, you will find a a whole new world of what we call “Retail Media”: advertising during the consumer journey in retail sites, marketplaces and even beyond. It is both the digital version of trade marketing, it is the “paid search” of product search, and it is a challenger to programmatic advertising. And whereas Amazon is popularising it, there are plenty of other players in the market. Especially in Europe.
(Source: “State of Retail Media in 2022: Europe”, Innovell 2022)
State of retail media in Europe
We researched the retail media market for the newest Innovell report: “State of Retail Media in 2022: Europe” and uncovered an extremely dynamic business sector with phenomenal growth rates and new entrants every few months. There were 6 main reasons for the massive growth of retail media as we shall see below.
Obviously, the hypergrowth that ecommerce is experiencing makes the “media” itself grow, because that media is ecommerce activity. The more time consumers spend on retail platforms and marketplaces, the larger the ad inventory of retail media becomes. And as marketers, we know it quite well: users are spending a heck of an amount of time before they purchase something online, aren’t they? These online window shoppers are being monetized via retail media.
And ecommerce platforms are pushing for it. Many retail sites are expanding from brand-centered ecommerce platforms to category-focused marketplaces. This has given unicorn start-ups such as Mirakl an amazing playground to develop in, as it provides the technical platform for that endeavour.
Along with marketplace investments come a desire to monetize, and retailers are looking to Amazon’s 5% of GMV (Gross Merchandise Value) revenue from advertising for inspiration. Another 5% of margin could make a huge difference in the retail business, where low margins and high volumes have long been the norm.
But brands are pushing retail media too. They were used to investing in trade marketing to stimulate retail sales, and the new digital version of digital advertising during the consumer journey has proven to be a sales activator too.
From an organisational perspective, it is much easier to justify retail media investments with measurable impact than trade marketing budgets that are being poured into periodical retail negotiation to theoretically boost sales.
And finally, users are changing their behaviour too. We frequently hear of new surveys showing how users no longer start their product search journeys on Google but have shifted to Amazon. Users, of course, have erratic behavior and will start their journey in all sorts of places and even search simultaneously in several channels. One thing is certain though, product search is convenient and easy on Amazon and if you are a Prime member, your purchases will be delivered tomorrow. Retail search is on the rise for sure.
Show me the money
Easy, you take budget from your Google Ads and Facebook campaigns and put them into Amazon, right? Well, not really. We found hardly any evidence of that happening. Those budget streams are rarely connected directly.
The quarterly reports of the other ad platforms are not showing signs of budget transfer either. During the past few years of Amazon Ads booming, Google Ads has been increasing its own growth too. And the recent difficulties for Meta were caused by something entirely different, namely Apple’s cookie gate. A recent study from McKinsey confirms this. It estimates that 80% of retail media budgets are likely to be “net new” rather than transfers from existing advertising budgets. (Source: https://www.mckinsey.com/business-functions/growth-marketing-and-sales/our-insights/busted-five-myths-about-retail-media)
Retail media is trade marketing digitally transformed
One of the sources for retail media funding is the shift from trade marketing. Trade marketing has existed almost since the outset of retail itself.
But where trade marketing is something that is often discussed in quarterly or annual distribution negotiations as a compensation form, retail media can be invested and optimized in real-time. And more importantly, its impact is measurable and can be put in relation to incremental value it generates.
(Purchase) data is the new oil
Retail media has product search as its engine and purchase data as its fuel. We hear often enough that “data is the new oil”, but perhaps it is in reality purchase data, a refined form of data, which could show the real value of data, as it allows advertisers to perform high quality targeting.
Most of the experts we interviewed for our report insisted on the quality and actionability of the data issued from retail. Both data from online ad platforms on marketplaces and offline from retail outlets capable of understanding the purchasing patterns via behavioural data.
Retail media is a challenger to programmatic advertising
Retail search is already a new PPC contender growing faster than most of its competitors. But on top of that, the promise of audience targeting on the basis of purchasing data from the same retail media platforms is a potential contender to win the programmatic space. Remains to be seen whether the data really is that good. If indeed it is, the epicenter of programmatic advertising could well shift towards retail-data-driven platforms in the future.
On 19 July on Hero Conf London, we will dive deeper into retail media and explore the many local pureplayers, vertical marketplaces and hybrid on- and offline grocery chains occupying the retail media space together with Amazon in Europe.
We will also propose a five-step approach to winning on retail media for brands. It applies both to those who have not started their journey and those who are already active in retail media on one or more marketplaces.
In this session you will learn:
– What the drivers of “retail media” are
– What Amazon and other marketplaces have in stock for marketers in 2022
– If and how you should position retail media in your PPC strategy
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