Welcome to the second part of the Marketing Festival 2015 report.

Before I forget, Jindra and his team are launching a specialised conference called PPC Tribe next year in London. If you want to get more information about doing PPC, that’s the event to attend!

Bart Schutz: Data, Customers & the art of applying Psychology


  • We have a dual processing brain (system 1 – much like peripheral, and system 2 – central)
  • If you get the PPC search ad campaign to look like an arrow, CTR will get higher (I know this sounds like lunacy, but help me out here, and test this assumption)
  • Draw attention to a button by centralising text on the page as well as the button
  • Money is a factor only up to the point after the customer clicks on the ad, then it’s all about UX
  • Divide a big price tag to smaller bits (price for a bed costing 6,000 EUR gets divided into cost per month over product’s life cycle)
  • Instead of having five form field marked “required” and one labelled “optional”, try to have it the other way around
  • Intrinsic behaviour rules – if the customer has “Nobody forced me to make that choice”, you win big
  • Use tools like Statistical significance test and check out A/B testing with GTM
  • Companies that run A/B test get better at it
  • Read Thinking, Fast and Slow by Daniel Kahneman

Dan Gridin: How to plan, setup and launch b2b marketing automation system in 90 days or less


  • Shortening a sales cycle in B2B used to be done by a trip to strip bar
  • Focus on minimal viable product – start a system, then scale it up
  • Profile ideal leads and do your research, create personas; name and email don’t cut it anymore
  • Know the purchase cycle and spread out your content across it
  • You need to know how to sell manually before you can automate
  • If the sales cycle is too long, chances are you are talking to the wrong people in the organisation

Larry Kim: The Future of PPC Marketing in 2016 and Beyond


  • Costs per click are at the all-time high, and they are getting higher and higher across industries and verticals
  • Rise of the mobile means far fewer ad spots
  • Mobile apps are stealing desktop share
  • 95% of all time on the internet is spent consuming content and only 5% spent on searching, yet there is a misalignment in budgeting – over 2/3 of marketing budgets are spent on SERP
  • Typical conversion rate via PPC is about 2.35% on average
  • The greatest strength of PPC is its greatest weakness – we are competing for harvesting existing demand, but not generating new one
  • Doing paid social is a must – start creating demand and focus on assisted conversions
  • Pay attention to Relevance score just as well as you pay attention to Quality score
  • Time is a factor – ad impressions decline over time
  • Never divide SM budget evenly, promote only the best stuff
  • Use FB Dynamic Product Ads
  • People who see your post on social media via remarketing are twice as likely to convert => push hard offers
  • Experiment with call ads and lead ads on FB
  • Half a billion users of the FB app are exclusively mobile users
  • Ad blockers don’t target social ads

Jason Acidre: The New Age of Brand Building


  • Links are still in the TOP3 most important ranking factors for Google
  • How to work with creativity in linkbuilding?
    • Build something your competitors haven’t built yet
    • Steal ideas from other sites, but make sure your final product is better than the sum of its original parts
    • dominate a single niche in your industry (easy to establish expertise)
    • understand what the audience is looking for – use Qeryz
  • Identify frequently asked questions
  • Find out who links to sites of your competitors
  • Target opinion leaders, try guest posting on high-level sites
  • Image-based linkbuilding: when you see crappy stock photos in articles, create better graphics and pitch them for a link exchange
  • Track brand mentions as well as your competitors (Google Alerts, Mention, Moz)
  • Putting a brand name into the anchor text helps to define the brand for search engines
  • Chances are that Google doesn’t even see some links on Facebook, so links on YouTube are more beneficial to the site (+YT has a higher engagement rate)

Daniel Waisberg: Putting context into data


  • Data means nothing without context
  • Ask yourself two things about data Is it accurate? Is it complete?
  • Accuracy – use GTM, GA diagnostics and Google Tag Assistant
  • Completeness – buy Google Analytics Integrations book
  • Look at benchmarking data and compare yourself to similar-sized accounts
  • Give data context – look at external events
  • Sampling happens only when using processing power – looking at data through advancedd segment; default reports do not sample
  • Google is working on reducing sampling in GA as well as on solving referral spam

Brendan Almack: The Day Google AdWords Changed Forever!


  • Accounts often suffer from three problems
    • Losing impression share to budget
    • Paid search shows up in paths to conversion many times, so the client accrues unnecessary marketing spend on low-budget keywords
    • Generic keyword conundrum – small budgets should not bid on generic keywords, because it’s expensive
  • Solution is to use Analytics remarketing audiences
  • Creative should be less stalking-like, but personalised (e.g. “Seen a dress you like on FB?”)
  • Use one campaign for existing customers and one campaign for customer acquisition
  • Budget control – can’t tolerate losing impression share with converters, but can tolerate losing it with acquisition campaigns
  • We need different KPIs for acquisition and retention (5x more difficult to acquire a customer than to retain him)

Phil Nottingham: Video for SEO, CRO, Social and Beyond!


  • Technology has dehumanised commercial relationship, but video can help us to bring it back
  • YT is very aural medium as opposed to visual
  • Write clickbait titles for your videos on YT
  • Use custom thumbnails -> increased play rate up to 35%
  • Use Hub-Hero-Hygiene channel structure
    • Hub: optimising for browsing (lectures, webinars)
    • Hero: optimising for sharing (viral push)
    • Hygiene: optimising for search (stuff that people are searching for about your products and services)
  • Add the word CLICK to your annotations -> increases CTR by around 30%
  • Facebook video is viewed mainly on mobile, and is mainly visual as opposed to aural (many people have sound turned off, because listening to it out loud in a tram is antisocial)
  • FB fans before sharing a video: “Will it make me look good when I share the video?”
  • FB titles can be nuanced and suggestive, can provide counterpoint
  • Add subtitles to your FB video
  • Start the FB video with text, so it grabs users’ attention right away
  • Don’t use YT or FB embeds on your own site (consider Wistia)
  • Video SEO still matters – create rich snippets using JSON-LD
  • Customise the video player to your brand colours -> +19% play rate
  • Text CTAs – work well, but image CTAs work 18% better
  • Leverage YT video to use remarketing lists
  • Make two versions of a video – one for YT and one for FB

Jindra Fáborský and his team did an amazing job. They brought very good speakers and helped to make workshops particularly actionable.

For even more condensed version of Marketing Festival notes, check out Michal Pařízek’s document. Also, if you want to read something in Czech, look at Pavel Ungr’s summary.

Looking forward to the next year already!