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PR & Link Building Show

Web analytics and conversion rate optimisation

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Joining Claudia in conversation and bringing the client perspective to Brighton SEO will be  Sergey Lesnikov, Global Digital Marketing and eCommerce lead at Philips. They will shed light on what it takes to establish search as a credible and valuable marketing channel in a large international business. From leveraging search data to get insight into what consumers need and want, to piloting work and building business cases, they will discuss the learnings and challenges of creating a culture of SEO at Philips and how Kantar has helped them. 

Unlocking the power of search: how to create a culture of SEO in a global organisation

In this session, Claudia will provide an overview of the importance of bringing data sets together when measuring SEO. She will discuss how combining data from multiple sources can help marketers gain a better understanding of their SEO performance, and how it can lead to more effective strategies. Join this session to explore the impact of combining data sets on SEO performance and the implications for future SEO strategies.

Breaking down silos: how integrated data sets enhance SEO strategies

Showcase: SEO Strategy talks

A conference dedicated to paid social media advertising on Facebook, Instagram, LinkedIn and Twitter.

In this talk, Azeem will demonstrate how he uses audio and video within a content strategy and give the audience tips on doing it for their clients too, as well as distribution methods and making everything accessible. You'll leave with ideas you can implement across different channels to improve your existing content strategy.

In this talk, Sudhana will help you craft your story brand by enabling you to:
Reflect and micro niche to stand out from the crowd
Embed values and vision and cast off corporate cliches and empty jargon, irrespective of the career you are in
Use coaching questions as scaffolding to build your brand
Hit the sweet spot of brand co-creation

When it works, PR Newsjacking can be a fantastic way to generate high profile media results In this talk Uday will run through examples of newsjacking successes, highlighting what works and what to avoid. 

Clara’s talk is based on her many years experience in newsrooms and interviews with fellow journalists. Join her to find out about the 3, 30, 3 rule: from budgets to celeb relationship updates all the way down to government updates and more, find out the etiquette on angles to send (and those to avoid).

In this talk, Mary will share theories behind world class management, from some of the worlds most successful leaders from Sir Alex Ferguson to Jacob Espinoza to Sheryl Sandberg and how their management style can be translated to the world of Digital PR.

Mary will also share insight on managing from afar including how to store information and the important weekly questions to ask your direct reports. She'll explain the Clarity 4D model used by her agency and how different profiles require different styles of communication and feedback.

Join Mary to find out how to set boundaries as a remote worker and ensure your team feel supported, whilst being challenged, always learning and developing.

What if, in every step of your digital PR process, you were personalising your campaign to get your dream coverage? And it worked. 

Raluca lets you in on the secrets of how to personalise your campaign throughout ideation, creation, and outreach to make that journalist say yes. Plus: how to scale, and how to adapt the process to different markets.

Businesses hate the F word, but marketers love it. Funding is a key element in the relationship between business and the marketer and it can be hard to find common ground when both parties speak different languages,

Drawing from his experience as both an agency professional and a freelancer, Karim will share his proven strategies for managing challenging client relationships. Using these fundamentals will help you nail your next client meeting and maybe even enjoy it for a change.

With almost 40% of Gen Z now using TikTok and Instagram as their primary search engine, the power of social - and influencers - on search is growing.

In this talk, Sophie will be discussing how engaging influencers can increase brand exposure and improve online visibility and organic traffic

Scaling content to international markets can be a daunting task. The journalists aren’t replying to the email that freelancer translated. But why? Reach PLC syndicated it!?
After two years of tackling this problem, Daniele presents a solution and some takeaways you can bring into your daily workflow to increase link gain in foreign markets.

In this talk, Amanda will talk about how you can use Digital PR to boost those all important E-E-A-T signals, using it to help build clear expertise, authority and trust signals back into your website and how this can drive real value for your SEO campaigns, in addition to showcasing the expertise and authority of your brand.

Ideas are fuelled by consumption, not creativity. You may think you’re unable to come up with ideas because you’re not ‘creative’. When the truth is, you were just probably never taught how. Join Mark in this enlightening talk as he guides you through the process of identifying the key patterns of successful campaigns. You'll learn how to easily come up with more ideas, and better ideas that work.

A conference dedicated to paid social media advertising on Facebook, Instagram, LinkedIn, Twitter . . .

This will talk based on what Amy's learned over the past 12 months as the Paid Social landscape has changed. She will touch on iOS14, sunset of cookies and other privacy factors for anyone unfamiliar with the direction of travel. She'll also focus on practical ways that marketers can build their campaigns and still measure result, even in a time of belt-tightening and data loss.

Cat will be discussing the need to diversify the platforms you use as a brand and what Battersea is currently doing to help with this strategy. 

A practical guide on how to get your Meta ads set up for Q4 success now. Abi will be running through real life examples of how you can get your ads, audience and accounts ready for the busiest period of the year. 

YouTube is a powerful channel, Filip will cover key learnings on how social ads can support growth of your channel. If you want to understand more about Youtube and impact of social ads, this session is for you. 

In this talk, Azahara will dig into the different possibilities the metaverse has to offer for advertising. How does advertising function now, and with the emergence of the metaverse, how will this change the way we advertise in the future?

In this talk John will provide a comprehensive run down of what to look out for when auditing your (or a clients) Meta advertising account. Expect to receive insight into key areas that can limit or excel the performance of your Meta advertising.

Veronika is going to talk about how to create impactful Meta campaigns with less data. At a time when data protection no longer allows important insights, it's time to be inventive. One of the most efficient ways to get data are test campaigns without a target group. This method shows very quickly which creatives work and which don't, who your target group is and how they move. With these insights, you can start scaling impactful campaigns. It is important to document all results and to speak openly about the learnings. For more efficient meta campaigns.

In this talk, Kayley will underline the importance of relating paid social campaigns to organisational goals. She’ll discuss the possibilities of the pixel in supporting them - what it can collect and how it can be implemented. She’ll also look at when to pivot your optimisation strategy in line with what the pixel tells you.

In this talk, Ben will talk about the significant opportunity for businesses to expand from conversion focused activity and maximise their brand building efforts through Paid Social. Bens talk will outline how you can devise and deliver a full-funnel paid social strategy to cut through the noise and build better relationships.

In the talk, you will learn about:
- Which KPIs you should set to measure brand performance
- How to build a campaign structure to drive brand awareness
- Best practice methods that align with the different campaign objectives
- How brand campaigns impact your wider business goals 

Social media advertising is a powerful tool that can be used to bring communities together and raise the profile of important social and political causes, but with the restrictions placed on platforms like Meta owned Facebook and Instagram it can be difficult to get it right!

In this talk James will discuss how to navigate the ever changing landscape of political and social issues advertising on the fickle beast that is Meta! He'll give you a whistle stop tour of the process of becoming approved, share examples of what to avoid, and how to create content that not only grabs attention but also lessens your chance of getting rejected.

We've all heard clients say 'oh, ads just don't work for us' or people who claim that 'Facebook is dead'. They do work, or else nobody would run them! Fiona has run ads for the British Government, the NHS, Rolex and many startups and will share the most common mistakes you could be making when running your ads and how to fix them to get those conversions. It's a win-win for you and your clients!

Let's face it, LinkedIn advertising is expensive and not the easiest of platforms to manage. But, it can be extremely powerful for B2Bs if it's used in the correct way.

In this talk, Poppy will be revealing the tips and tricks on how to set up a LinkedIn campaign that's destined for success. From start to finish, you'll learn what you need to consider before launching a campaign and what to look at to measure the impact of your ads.

A fringe conference dedicated to Web Analytics, Conversion Rate Optimisation & Business Intelligence

Rowenna’s talk will offer insights and guidance on ‘Data Protection by Design and by Default’, a core requirement of the GDPR, and how testing activities are impacted by ePrivacy law. This is much less tedious than it sounds.

In this talk Ellie will break the brains of everyone listening by helping them overcome the myths and misconceptions which often occur in even the best AB testing programmes. Warning you'll leave more questions than you started!

A worryingly common pitfall in product management and growth is caused by a form of confirmation bias within the discovery phase. In this talk Chris will discuss this FILTHy practice (more on the acronym later), why it occurs, what teams miss out on, and how they can improve their product experimentation practice to greatly increase the success rate of their programmes.

Is your team still missing Universal Analytics? In this talk, Agata will show you a series of tools you can create to get your team excited about using GA4. This is how you inspire your regular marketers to find insights in GA4.

Farhad will share 10 must-have GA4 reports for SEO, show how to set them up via GA4 + GTM, and explain insights to be gained from those reports, and actions that SEOs can take from those insights.

It's not often Google adds a feature that shakes things up as much as Named Functions has. Whether it's reducing hyper-complex formulas down to simple ones, or solving everyday niggles - Matt will walk you through some of the groundbreaking ways to upgrade your Google Sheets formulas.

In this talk Ammo will show how to use the art and science of deduction and inference to stop data puking and actually deliver true insights that can be used to push your analytics skills to the next level

In this talk, Eda will outline the key points in making data accessible and easy to understand through the power of storytelling. She will outline what the best reports have in common, the mistakes agencies and clients make when building and automating visualisations, and how following the age-old story format is still relevant today. This talk will also provide a guide on dashboards and how to elevate visualisations to support overall reporting efforts for quick decision-making.

For anyone who works in digital marketing and has clients or internal stake holders - which is a significant proportion of us! - it is vital we understand how they truly feel about the services we provide. Rather than simply relying on 'gut feeling', we need to measure satisfaction in a way that is structured and easily understood by everyone.

In this talk Vicky will cover why it's important to measure client and stakeholder satisfaction, the types of measures you should use to do this, and practical tips & examples of how this can be done. The audience will leave with a better understanding of how measuring satisfaction supports business growth, and will be empowered with the tools & knowledge to take action straight away!

In this talk, Sandeep illustrates the depth of onsite personalisation, and how building contextual, relevant experiences leads to better user experience and higher conversion rates.

In this talk, Eden will walk you through how to walk the fine line between optimizing a web page for conversions AND SEO. So that they not only rank well, but deliver a great user experience and convert well, too.

Rio will talk about her own experience in optimizing Faber's website's CVR from 6% to 9%. CRO and UX is not about how many techniques you know or how many tools you use, it’s all about how deep you can dig into your users’ insights. It all starts with knowing what your users want and what they are particularly looking for in your websites. Rio will be talking about:

- key tips to maximize your websites conversion rate
- what you should not do in CRO and why
- a case study on how she managed to enhance the CVR

A fringe event dedicated to paid search on Google, Bing and Amazon.

Tom's going to discuss how advertisers can integrate business intelligence data into product feeds to power performance max campaigns with the objective of driving online sales, maximizing efficiency and profitability, as well as various other business specific goals. 

Talk about Google's Performance Max and how DTC, retail and ecom brands can use creative as a lever. This talk will focus on building creative to scale your PMax campaigns:

- Touch on 3 PMax levers: Feed, Signals and Creative
- Best practices around creative and what creative you should have
- How to transition your paid social creative to PMax
- Why video matters more today then it did 12 months ago
- What creative reporting you should use to analysis results.

Behind every number, click, conversion and data point is a human. Long gone are the days of 40% YoY increases – it’s the 1% and 2% that move the needle. Creating an impactful (and therefore profitable) marketing campaign means making meaningful connections with your audience.

Sarah's talk will look at how you can apply the principles of behavioural science to any marketing channel and understand where your product sits in your target customers’ priorities. Find out what makes a product essential, and what makes it expendable, and learn how you can use audience segmentation to create a messaging and ad strategy which says exactly what they need to hear to place their trust with your brand.

We live in a highly automated world, and brands previously limited by data volume are now being empowered to embrace automation as much as enterprise marketers. Yet with this democratization of automation come new risks: conversion tracking efficacy, budget constraints, and brand standards. 

In this data backed and action item oriented session, attendees will learn:

How to decide when to lean fully into automation, share the work, or own for bidding, targeting, and creative. 

Understanding when to bring automation in and when to save it in different stages of an ad account including data acquisition, optimization, and scale.  

Data on how different automations perform and how to assess their success for your business. 

This session is geared towards in-house and agency alike and will empower you to create your own path to automation success in your PPC campaigns.

ChatGPT, OpenAI’s new conversational artificial intelligence model, has been taking social media by storm over the past few months, with search marketers across globe showcasing the diverse ways the tool can be used.
We’ve all had the same thought at some point after using chatGPT – “This is going to take my job!”

In this talk, Farah will share an experiment where she attempts to create a PPC campaign from scratch using just ChatGPT and see how far she can push it and whether or not it is good enough to replace some of the PPC Roles.

In this talk, Cristiana will discuss the process of improving and modernizing your existing paid search approach on Microsoft Advertising. The talk covers topics such as exploring new trends and best practices, leveraging the latest tools and features offered by Microsoft Advertising, and implementing a data-driven approach to optimize campaign performance. Ultimately, Cristiana would aim to equip the audience with practical insights and actionable strategies for achieving better ROI and greater business impact with their paid search campaigns on Microsoft Advertising.

Lead Gen doesn’t have to be dull! This talk will look at CRO tactics from the eCommerce post click experience, and how advertisers can incorporate them into their own landing pages to help generate more leads.

In this talk, Salome will discuss why you should look beyond results and optimisations at the ads account level, and instead focus on the overall impact of PPC activity in driving desired business outcomes. Salome will also explore how the PPC Manager role needs to adapt to the changes happening in the industry, particularly automation and machine learning, as well as stricter privacy data policies.

Greg will talk about PPC with a focus on how you can learn to bid on an ever increasingly competitive environment, bidding for profit during a cost of living crisis, which will incorporate a number of key takeaways that he has tried on various clients with smaller and larger budgets alike, to good success.

Omar will be going through how to download, view, and review custom variable data through SA360. He will also explain the value of this data, and how to use it for deeper analysis to make strategic decisions and improve performance. 

Jose will cover how you can scale new customer acquisition profitably via paid search and beyond. He will talk about how a ROAS (Return on Ad Spend) bidding strategy is flawed on its own, and how understanding your customer economics will help define a CPA (Cost per Acquisition) that will drive sustainable growth. Jose will also cover the application of 1st party data in the auctions, and how this can help you acquire the right customers for your long term success.

Matteo will speak about Data Feed as the fundamental of performing shopping campaigns, tactic to optimise attributes and leverage product performances in Data Feeds

Sharing knowledge and encouraging debate around affiliate marketing.

Alex will talk us through how his early years and military career provided the motivation to run the multi-million-pound venture he has today, Tillo. He’ll also take us through Tillo’s rapid scale-up over the past few years, but also explore how journeying into the unknown can actually open up life changing opportunities. Are you willing to journey into the unknown?

Hear from British businesses who have successfully crossed the pond to the US and other markets. What worked, what didn't and what opportunities does international expansion represent?

In today’s competitive landscape, publishers face the challenge of growing and diversifying revenue streams. Coupon and Cash Back sites have gotten a less than ideal reputation for not driving incremental revenue. Advertisers should be aware of the changes these partner types have made over the years, and educated on the value of these partnerships. Many of these publishers have grown their coverage options, expanded their data and tracking capabilities, and offer a great deal of incrementality potential. After this session, both advertisers and coupon/cash back publishers will understand how to work together in driving valuable, incremental revenue.

Join the panel discussion as we dive into the challenges and triumphs of being a new parent in the fast-paced affiliate marketing world. Learn from industry experts as they share their personal experiences and provide valuable insights on returning to work, conquering high childcare costs, finding support in a workplace that understands the challenges of being a new parent, and how our industry can better support parents.

We will explore if the affiliate channel is becoming another media buying channel, and are we at risk as an industry as more affiliates move away from traditional performance-based proposition to a media-buying model charging for placements without a performance element. We will hear from all corners of the channel from publishers to advertisers to see if getting further away from our roots as an industry is a good idea, or whether we risk eliminating our niche and damaging the opportunity of the channel.

Given the state of the current global economy, marketers are being extra cognisant of which channels are most efficient and driving the best results. As costs of other marketing channels are on the rise, leaning into affiliate marketing’s pay per performance model is the cost-effective solution to keep you aligned with your goals. In this panel, Lisa Power will speak with figure heads from across the industry who will share how brands are and can use affiliate marketing to grow in a challenging economic environment

The panel will examine the implications of increasingly onerous changes being forced on the industry by the likes of ITP updates, compliance requirements and consumer behaviour. Why is affiliate tracking mixed up in all these updates? Can the CPA model survive if tracking is being blocked? What alternative tracking solutions might emerge? Will networks, which have historically invested heavily into modernising and maintaining the integrity of their tracking solutions, continue to be responsible for ensuring it works? If we close our eyes will it all go away? 
All these and a live feed of questions from the audience will be tackled by our expert panel.

A lot has changed in the affiliate industry since the last AffiliateHuddle - this panel will explore what that change means and what is in store from us over the next 12 months. Hear from some of the most senior & long standing people in the affiliate space about where they feel the biggest challenges and opportunities are.

In a world where we're going through the fourth industrial revolution, this time with Artificial Intelligence in the language domain, it's important for marketers to be aware of the benefits of using AI and to leverage the technology for further productivity and efficiency.

About brightonSEO

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Search & Social Advertising Show

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Showcase: SEO Strategy

Unlocking the power of search: how to create a culture of SEO in a global organisation

Claudia O’Shea

Sergey Lesnikov

Breaking down silos: how integrated data sets enhance SEO strategies

Claudia Higgins

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