6:00 PM - Registration
7:00 PM - Presentation
8:00 PM - Networking
Where on earth did your sales funnel go?
Susan Waldes can spot a micro moment at a thousand paces. On its own, that’s a pretty neat skill, but Susan is a woman who also knows how to make every one of them count. Her results-driven approach to the biggest conundrum in paid search makes her the perfect person to guide you through what has become a rapidly changing landscape in recent times. What is the biggest conundrum in paid search? Keep reading…
Susan comes to DFWSEM in February to present Navigating The Brave New World of Paid Search.
The demise of the sales funnel
We know you’ve heard Google talk a lot about “micro moments” lately. What this almost laser-focus on micro moments really means is that the funnel is dead. And that is where the conundrum starts…where exactly did your sales funnel go? The truth is we’ve already entered an unfamiliar landscape and if you haven’t been keeping up you’re in for a long and rough ride.
Let’s take a look at what you know about your conversions. The long tail died a couple of years ago. Most expert forecasts for 2016 indicate CPCs will continue to rise on the smaller set of keywords now in existence. More than 50% of searches are executed on mobile. Users are bouncing around on multiple devices and breaking into your funnel in all the wrong places.
So how can SEMs adapt their strategy to continue to drive and grow profit? By utilizing new and emergent features in innovative ways!
If that sounds a little too “out there” for you, stop worrying. Susan Waldes is here. At DFWSEM, that is. Susan will help us explore new ad types, targeting methods, and strategies. Those that allow SEM advertisers to drive continued profit and performance.
Settle in as Susan takes us deeper into this mysterious landscape, mining a bucket load of hidden gems along the way. We’ll get to know new features offered by both AdWords and BingAds.
The advent of Ad types like Call-Only Ads and App Install ads are changing what a “conversion” actually means, and allowing for new approaches to bidding.
Learn from Susan how Gmail Ads and newer remarketing capabilities allow you to “break away” from keywords all together, and yet drive “keyword-like” performance. Discover how RLSA and customer match work in synergy with content and social marketing strategies, to close the gap on conversion rates, and follow prospects across devices.
Find your place in the landscape
This masterful deep dive will help you get focus on the important questions for 2016. Why are these new features important? Are they a fit for your marketing goals? What are the best implementation practices? How does this change your day-to-day work? Susan will take us through case studies and real-world examples to answer these questions and more.
Come to our February meeting of DFWSEM and you’ll leave a changed marketer. We can’t wait to welcome Susan to Dallas and we know you’ll go home from this meeting with new insights and actionable ideas you can turn to profit.
After listening to Susan Waldes you’ll:
- Think in a new and strategic way about the future of paid search
- Be able to confidently implement new SEM features that fit your business goals
- Know how to implement new cross-channel strategies that boost SEM performance
- Be able to implement new strategies that allow advertisers to maintain positions despite rising CPCs