At the end of October, we had the pleasure of attending Hero Conf London, the world’s largest all-PPC conference. There were great speakers, insightful talks and a lot of great takeaways. A few trends for the direction of PPC became clear as the conference wore on.
- AI, Machine Learning and Automation
- RLSA and Audiences
- Google Shopping
- Back to Basics
Pretty much all the keynotes mentioned Machine Learning. Specifically, machine learning in the context of automating AdWords scripts. RLSA and audiences also drove a lot of discussion with several speakers stating that someone having interacted with your site or brand before is the strongest sign that they will re-engage and eventually convert and how that should drive your strategy.
Google Shopping is a rapidly growing channel where Google only gives us limited direct control over where ads display. Hacks and workarounds were the main topics of discussion around shopping.
We can’t cover all the interesting talks and content but we did want to share some details of a few of the keynotes and sessions we attended.