ClickZ Live New York is just a week away. One unique opportunity for marketers and advertisers attending the conference will be the chance to enter the "Google classroom" and learn tips and techniques on search, local, mobile, display, analytics, and more.
At Google, Matt Lawson is responsible for marketing for its Performance ads products, including search, shopping, Google Analytics, and retargeting. He said there is a lot of innovation in each of these areas, so Google has to work hard to make all of these products digestible and actionable for marketers.
Lawson started in digital more than 10 years ago at a web analytics company called Coremetrics, where they evangelized basic analytics for desktop websites. More recently, he ran marketing at Marin Software, which provides a platform for managing digital ads, where he watched the explosive growth of mobile and social, and how platforms must adjust to make sense of new content and media.
Aside from the opportunity to win a Nexus 7 tablet just for showing up, I chatted with Lawson about what ClickZ Live New York attendees can expect from the eight sessions in the Learn With Google track next week.
Danny Goodwin: ClickZ Live New York feature an entire track, Learn With Google, where attendees can learn tips and techniques straight from Google on search advertising, analytics, mobile, and more. Tell us a bit about the idea behind Learn With Google and what attendees can look forward to learning at ClickZ Live.
Matt Lawson: First off, it’s important to understand why we started 'Learn With Google'. The industry at large, and ClickZ in particular, has done a great job of providing outlets for advertisers to learn how to become experts with digital. At Google, we have a birds-eye view of how advertisers are adopting new features and applying them in ways that even we didn't anticipate. We started 'Learn With Google' to share those practices back to the industry and help contribute to the conversation.
At this particular event, we are going to cover a variety of compelling topics, from how to maximize profits in search, to how to connect with multi-screen consumers, to how to use data to reach your audience more effectively. It should be a lively discussion!
DG: Day 1 will feature a session, The Profit Driven Marketer: Being There in More Moments That Matter. Could you explain what we mean by "moments that matter" and why it's important for marketers to be aware of these moments?
ML: Traditional forms of marketing have always been a "push" to consumers -- television, print, radio. Search marketing is different. When a customer is searching, she is often signaling her interest in a product or service. It's in that "moment" that consumers are actually most receptive to advertising.
For advertisers, it’s critical to be there for as many of these moments as possible, but often times budgets and internal efficiency targets can get in the way of being there when the customer is reaching out. In this session, we'll provide examples of how leading advertisers are finding ways to reach customers at all of the moments that matter, and achieve higher profits as a result.
DG: We've heard estimates that mobile search will overtake desktop in the near future. Following the arrival of AdWords enhanced campaigns last year, are you seeing more advertisers accepting this shift to mobile, or do you still see many advertisers not doing as well as they could be in this area?
ML: There's no doubt that people today are using a variety of connected devices — smartphones, tablets, desktops and more – to connect with the information they care about.
Advertisers have made tremendous strides reaching these multiscreen customers in the past year, but there is still considerable room for improvement. For example, we are seeing advertisers who are new to mobile still struggle to deliver a compelling website experience. On the other hand, our more advanced advertisers are beginning to model and understand the full value of mobile — tracking calls, app installs, and cross-device behaviors.
At our ‘Learn With Google’ event, we'll cover tips and examples for advertisers of all sophistication levels and sizes. We'll also provide marketers with resources to learn more.
DG: When you think Google, many people think big data and analytics. Can you tell us a bit about what ClickZ Live New York attendees can expect in this area?
ML: Of course! The growth of digital channels and devices has created an explosion of data for advertisers. But the reality is that data in and of itself isn't that valuable unless you can convert it into insight and action. In our Learn classroom, advertisers will be able to see how our Google Analytics products delivers actionable insights across the organization, including specific tools for understanding attribution, mobile, and social.
DG: You've attended several marketing conferences in the past. What's your top tip for attendees to make the most of their conference experience and help them when they return to work?
ML: That's a great question. These tips may sound basic, but I promise you they work:
- You need to carve out time to review the agenda and make sure you are focused on the most impactful sessions for your business. There is a lot of content at these shows and it’s easy to get lost.
- Make sure to write down the 1-2 learnings that were most impactful at the end of each session. You'll never implement everything you hear, so try to distill each talk into a single takeaway that matters to you.
- Use the breaks to talk to folks about what they are hearing. My favorite question at trade shows is always "What's the most interesting thing you've learned at the show." Often times, I get as much from the other attendees than I do from the sessions themselves.
DG: Thanks for your time, Matt!
Learn With Google is just one of many reasons to attend the inaugural ClickZ Live New York. The jam-packed agenda will provide valuable actionable takeaways on all the latest tactics, tools, and trends needed to thrive in digital marketing. Plus you can take advantage of several great networking opportunities.
Time is running out, so register today to join us in New York City. Hope to see you there!