Third Annual Elite SEM Google Client Summit

By Tinuiti Team

Early in the morning on June 13th the Third Annual Elite SEM Google Client Summit was about to kick off; just as Mexico and Cameroon were about to kick off in the second game of the 2014 FIFA World Cup.

It was a Friday and the end of a full week at the 2014 Internet Retailer Conference and Exhibition. The Elite SEM team and its clients who had made the trip to Chicago were ready and excited for one more day of learning (with breaks for soccer, Google food, and coffee of course).

There have been a lot of changes in online marketing over the past year and a lot of changes that Google was excited to talk to our group about. Specifically we had speakers ready to talk to our group about Google shopping campaigns and optimizing digital marketing budgets specifically around profitability.

The Elite SEM Google Client Summit is always one of my favorite learning events of the year since we first started it in June of 2012. This year’s event did not disappoint. Notes on speakers, topics, and synopsis below!

Google Shopping – Google’s Big Bets

Speaker – Nicole Premo, Partner Education Manager at Google

Synopsis – It’s important for E-commerce companies to understand the current retail ecosystem. Understanding the Google Shopper’s experience is step one, bringing an in-store style of retail experience online and focusing your brand on omni-channel are the ultimate next steps.

Takeaway – Nicole gave the audience numerous useful statistics and takeaways from her presentation. Google’s making some big bets which are worth understanding and knowing about. If you’re not thinking about mobile first as well as local, now is the time to put your efforts and resources into those areas.

Retail Ecosystem Stats

Google’s Shopper Experience

PLAs as the Engine

Enhanced Functionality

Google Shopping Express

Final Takeaways

Convert awareness to action

Boost Local sales through digital

Data feeds

Align organization to omni-channel

The Profit-Driven Marketer – Setting a New Standard of Marketing

Speaker – Britton Picciolini, Senior Agency Business Development Manager, Google

Synopsis – While most marketers focus their efforts and budget on optimizing to a certain cost per acquisition, or even towards a set budget, choosing to optimize your online marketing spend by profit and profit margins can potentially lead to even better results and ROI.

Takeaway – Not all orders or leads are created equal. With cohort analysis, better measurement through attribution, and looking at profitability you can make smart decisions that focus your marketing spend in the areas that drive the best type of business and results.

“Revenue solves all known problems” – Eric Schmidt

5 key tactics – How to make it happen

Where are you as a performance advertiser?

“Dial it down, that’s just too much profit” – No one, ever.

I can confidently say that the Elite SEM Google Client Summit events continue to get better and better each year. It’s been a real pleasure having been a part of the First Annual Elite SEM Google Summit in 2012 as well last year’s Second Annual Elite SEM Google Client Summit in 2013 . This event continues to be my favorite each year and serves as such a great and unique opportunity for our team members and valued clients to get unparalleled insight into what’s going on at Google. In addition, it allows the group to provide feedback that Google actually uses to build and refine all of their advertising products. It’s safe to say we’ll continue to work with our great partners at Google in the years to come to keep having this great annual event.

For more information about future Elite SEM client summits, the information, or anything else digital marketing/Elite SEM related please feel free to email [email protected] or visit the Elite SEM blog.

You Might Be Interested In

*By submitting your Email Address, you are agreeing to all conditions of our Privacy Policy.