Personalization 2.0: Personalization and SEO

By its nature, SEO lacks the targeting options available on every digital ad platform. Yet the context of SEO indicates that it benefits from being highly personalized—perhaps more so than any other marketing channel. Without audience, device, and other targeting available, how can marketers develop a personalized experience for users through SEO? We’ll discuss how to split-test SEO (including what users see on the SERP), including specific tools, as well as how to microtarget keywords and how to align SEO and UX testing and best practices.

DEVELOPING A CORPORATE MACHINE LEARNING GOVERNANCE STRATEGY

In this session, we’ll discuss how to create a corporate strategy for using machine learning features in paid search and display ads. The 1st half of the session will focus on how brands can structure their content and content feeds to best support ads with dynamic content. The 2nd half of the session will focus on evaluating business priorities to prevent cannibalization and protect retail partners (for manufacturers), other brands within the portfolio, and SEO when crafting a corporate AI/ML strategy.

WHO'S LISTENING V. WHO WE'RE TALKING TO: AUDIENCE TARGETING IN PAID SEARCH

Audience targeting allows you to be precise in choosing who sees your ads and the bids for each group, but getting it right can be tricky and takes testing. And today, your options for targeting are greatly enhanced with options such as demographics, similar lists, in-market audiences and CRM data. Once you master the basics, you'll be able to create custom combinations and fine-tune displays for your audiences, or even exclude audience groups. In this session, learn to use advanced audience targeting to identify prospects and customers and ultimately maximize the ROI of your campaigns.

BRANDS AND SEARCH MARKETING

As a panel, we discussed the impact of brand marketing on search for Fortune 500 brands and took live questions from the audience about the most pressing issues in search marketing for major brands.

PROFIT-DRIVEN MARKETING: THE NEW PLAYBOOK

Tactically, what does profit-driven marketing mean for marketers? Besides the prospect of an escape from fixed budgets, it allows us to broaden our focus by narrowing our work to one relevant KPI. Account structuring and bid adjustments have to be set up to reflect and optimize for profit. Identifying the most relevant content is made more accurate. Appropriate lookback windows and secondary KPIs will also be discussed in the context of brand, ecommerce, and nonprofit use cases.

SCALING YOUR DIGITAL MARKETING TEAM

Growing your team increases your capabilities and your capacity, but can strain your culture. How can marketers develop their digital teams to maximize their impact without sacrificing the spirit of the team? This discussion will focus on a strategically actionable framework for classifying the maturity of a digital team and tips for building the team with the big picture in mind.