Where were the head honchos at SMX Advanced London?

This week was a busy one for online marketers.  Google’s annual Zeitgeist attracted diverse speakers such as Archbishop Desmond Tutu, Howard Schultz and Sir Tim Berners-Lee who spoke to a crowd of Europe’s leading CEOs and CMOs.  Over in Munich performance marketers gathered for the a4u Affiliate Marketing Conference.  And on the doorstep of Efficient Frontier’s London office, SEM practitioners flocked from far and wide to SMX Advanced.

SMX London attracted an enormous number of industry folk from continental Europe and also the US to take part in the event.   No doubt this underlines that search conferences are just as valuable for networking as they are for learning.

Jonathan Beeston, Efficient Frontier’s search guru, spoke on two panels. His first session “PPC Logistics”, covered structuring accounts in a scalable fashion through a multitude of dimensions. Importantly to Jonathan’s presentation was the illustration of Efficient Frontier’s advanced campaign management features including;

• Dynamically creating keywords from product feeds
• Using feed columns as dynamic parameters for use in account structure creation, mapping
• Automatically creating ad variations tailored to the ad group them
• Integrating with Google Live Ads to dynamically update ads with NO impact on QS

His session, Making Sense of All the Numbers began with the principle that “Errors using inadequate data are much less than those using no data at all” and drew some controversial but substantiated conclusions;

• Don’t worry about click assists. They form a small part of all conversions.
• Do not use last event attribution models for sales funnels that are long and multi-point.
• Use multimetric regression models and multi-point attribution models to estimate the value of long tail keywords.

If you would like a copy of the Efficient Frontier presentations by Jonathan Beeston, please get in touch via twitter @efrontier. We now look ahead to SMX Advanced in Seattle where our own Dr. Siddharth Shah will present Targeting The Search Funnel on Day One and on the Mad Scientists of Paid Search Panel on Day Two.

Merinda Peppard, Global Marketing Manager