"Intent" Evolved: The Search/Performance Convergence

Reports of the keyword’s death are greatly exaggerated… but not completely wrong. How are search marketers adapting as Google shifts away from keywords toward consumer intent. With the demise of exact-match and rise of Google Shopping, DSA’s and locally-focused ads; marketers can no longer rely on traditional keyword campaigns. Learn how to not only adapt but thrive by looking beyond keywords to understanding your audience and the context of their search.

Search has had an incredible year in 2019 with greater expansion into voice, new performance-based opportunities and an evolution into a more visual, push-based mechanism. These changes, have driven many businesses to re-evaluate the role of search and leverage new strategies for how to execute and innovate within the space. Join Morgan Chemij from HP and learn more about how they are engaging these opportunities head on and some of the new bidding / testing frameworks they are leveraging to help drive success.

Eternal questions of search - "Should I bid on my competitors names?" "How do I get my competitors to stop bidding on my name?" “Should I beat them to the punch and bid on my own name?” may have some new answers. What are the inherent costs? Can bidding on a competitive brand boost your overall online advertising performance? Marketers may not be able to stop the competition from bidding on their brand, but they can make it more difficult and expensive.

Death of the Keyword?
Bidding on Rival Brands

The fastest growing advertising platform is where most product searches now begin. But the complex Amazon ad/search/e-commerce ecosystem poses for advertisers a nest of challenges and opportunities. How are both search and performance media buyers building an Amazon strategy across its many ad products and balancing it against the rest of the media plan? What are the advantages in ROI, analytics and e-commerce here? Is Amazon partner, frenemy or just another media play?

Apple Safari's Intelligent Tracking Prevention (ITP) as well as first and third party cookie blocking/deleting across other browsers has already created havoc. How are search marketers able to track the impact of their costly SEM buys if users look like ghosts on landing pages? What workarounds for advertisers are working or being thwarted by a new generation of privacy-protecting browsers? How can marketers mitigate the damage and still attribute their spend? Or should we all be preparing our sites and adtech for an inevitable post-cookie world?

Two media buyers compare and contrast their attribution models. Where and why did they make different choices in modeling impact. How have their buying decisions moved as a result? Where are the remaining big holes in their models and what have they learned about the value of investing in attribution?

Amazonification
Dealing with ITP
Attribution

As search and performance marketing become enmeshed, as brands look to centralize their data in-house and seek greater transparency across the supply chain - how are they reorganizing around these priorities? Has the trend to bring operations in-house remained as attractive and efficient in practice? Are hybrid advertiser/agency models a viable compromise? We ask marketers and agencies to share their best practices in building, buying and outsourcing their search and performance media.

Do You Really Need an Agency?
Learning Performance From the D2Cs