Landing page best practices are often treated like universal rules: match the ad to the page, build dedicated landing pages, and test toward the ‘right’ version.
But real PPC accounts do not always behave like the textbook says they should.
In this session, Dii Pooler will walk through real landing page examples where common best practices did not produce the expected outcome, including cases where unconventional approaches outperformed the standard recommendation.
This session is not about ignoring best practices or breaking rules for the sake of it. It is about knowing when to trust the playbook, when to question it, and when your data is asking you to think outside the box.
Attendees will leave with a practical way to think through landing page decisions, test outside the obvious options, and recognize when real account behavior should outweigh generic landing page advice.

With so much change taking place across the digital landscape, it's easy to question where PPC fits within a modern B2B marketing strategy.

The reality is that PPC remains a powerful driver of demand, pipeline, and measurable business results, even if at times it feels like it's lost its place.

In this session, Sophie will explore the role PPC plays in today's B2B marketing strategies, challenge some common assumptions, and discuss how marketers can better demonstrate value beyond Impressions and Clicks.