DateLocationPrice
9.30 - 4.00 April 16, 2020Brighton £775 £600 - Early BirdRegister

Your Trainer

Meet your trainer

Liam is the Head of PPC at multi award winning digital marketing agency Impression. Together with his team, Liam delivers high return campaigns across search, display, shopping and social. He is a regular speaker at leading industry conferences, shares his tips across industry publications and was named one of the top 50 influencers in PPC in a poll from PPC Hero in 2019.

What you'll need to bring along

Bring a laptop (and a charger!). As the course is interactive, we encourage (but don’t oblige!) trainees to share their campaigns and shopping feeds.

What to expect

If you register for one of our training courses you don’t only get a day of in-depth and practical training from some of the industry’s most respected professionals, you also get a ticket to Europe’s biggest specialist SEO event.

100% Money Back Guarantee

There’s simply no worse feeling than putting aside a day out of the office to go to a training course, handing over your cash and a course failing to live up to your expectations.

We do all we possibly can to make our courses the best you’ve attended but if you ever feel we didn’t live up to your expectations, we’ll give you a total refund, no questions asked.

Course Overview

When Froogle became Google Shopping in 2012, it was quite straightforward for advertisers to achieve a high ROAS, mostly owing to reduced competition and lower CPCs. Fast forward to 2019 and product listing ads (PLAs) are more competitive than ever, with a variety of tested strategies and structural techniques that give advertisers the edge.

This course is designed to help you understand the latest best practices to jump-start your campaigns. We’ll be splitting the training into 4 key areas that cover the span of Shopping campaigns, going from the overarching principles, through optimising a feed, to building campaigns and ongoing mangement to drive incremental gains.

Course Outline

In this course, we’ll cover:

Principles of Google Shopping

Delving into its origins, debunking common myths surrounding the behaviour of PLAs, vital understanding of answers to questions such as:

  • Why do 2 of my identical products have drastically different performance?
  • Why is my bounce rate so consistently high?
  • How is my competitor able to bid so aggressively and maintain profitability, when I can’t get visibility at all, despite bidding 5x the benchmark CPC?

Feed Optimisation

A shopping campaign is only as good as the feed which powers it. We’ll take you from the basics of getting your products approved and enriching your data quality, to ongoing product attribute testing to ensure you can rank for terms that vital to your business.  You’ll learn how to optimise for:

  • The platform (getting approved, and liked by Google and Bing)
  • The human searcher (titles, descriptions, imagery)
  • Efficient campaign management (custom labels, product categories)

Note – you do not need to learn to code in order to produce a high quality shopping feed. We’ll talk about Merchant Centre, Feed Rules & Supplemental Feeds, but give you a toolkit to speak to developers/third party plugins as required. Bring along your feed and we’ll critique it as a group (only if you want to!).

Campaign Structure

Structure will uncover a variety of techniques spanning account settings, down to the layout of ad groups and product groups. Whilst there is no set structure that will work for all advertisers, we’ll guide you on a framework for how to choose the best one for your business. Query sculpting has fast become a dominant structure since 2014 and is one that many PPC professionals first turn to. We’ll be running through a quick refresher but concentrate on some advanced applications, including single query ad groups and automated approaches to sculpting queries.

Ongoing Management

In this part of the course, you will learn how to get the most efficient performance to meet and exceed business goals, continuously improving as you seek to scale up performance.

  • The effectiveness of automated bidding (and when not to use it)
  • Using custom labels to greater predict conversion rate
  • Running shopping as part of a larger channel strategy

We’ll also share some tips for improved performance and visibility, looking at how to best use promotions and price-drops to your competitive advantage.

And maybe some more

To round up the journey, we’ll look at some alternative but related campaign formats, such as Showcase Ads, and how they should fit into your strategy. We’ll touch upon the use cases for Showcase Ads, and what the data is telling us about them now. We might even share a script or two, to make things a little easier to manage. The course content is bespoke for this day and it’ll be up to date. If things change in the meantime, we’ll bring you the latest.

 

Register - Brighton Session

Why Train with BrightonSEO

Experts, not Trainers

We won’t waste your time sitting you in front of full time trainers who haven’t got their hands dirty for god knows how long; we get experts from different fields of the industry on board to give you the information they know works, not just the theory of what’s supposed to.

Specific, Detailed and Unique

Most training providers are looking for a course they can run month after month, week after week, so they end up being general and catch-all. Not our courses … they’re more detailed and in-depth than you’ll find anywhere else.

You Drive the Agenda

We don’t drive the agenda, you do. Before each training course, we ask what you want to be taught, and we actually listen. All the workshops we run have been selected because they’re the most commonly requested training subjects useful to you.

Group Sizes

The group sizes are ideal, more than a handful to offer a bit of diversity and substance to the day, but small enough that the training can remain hands-on and personal, making sure all questions are directly answered.

The Perfect Duration

The day runs from 9.30-4.00 to keep it punchy. Any longer than that and it starts to drag, any shorter and you’re not able to properly sink your teeth into what you’re covering. Don’t worry, you’ll also get plenty of breaks to network.

Proper Food & Drink

There’s a couple of coffee breaks, morning and afternoon, and we also provide a proper lunch. That’s right, we’re talking real food with beer and wine rather than soggy sandwiches or mush slopped from a tray.

Testimonials

We attend every Brighton SEO (it's like our Christmas!)
Laura Slingo

Laura Slingo
Digital Campaign Manager, Seeker Digital
@lauraslingo

I thought you’d like to know how your sessions are genuinely benefitting people and that your instructors are going above and beyond.
Matt Allfrey

Matt Allfrey
SEO Manager, iCrossing UK

Duncan’s CRO training was fantastic. He demonstrated the conversion optimisation process in a methodical and engaging way, using relevant case studies and activities to bring it to life. I definitely left with a reinforced appreciation of how important CRO is for us and also the confidence to strengthen our own optimisation programme.
Sarah Wilhelmi

Sarah Wilhelmi
Head of SEO, Lastminute.com

So much background information and explanations provided together with clear detailed plans for implementing what was covered.
Mike Glaire

Mike Glaire
Director, Edinburgh Training and Conference Venue

I absolutely loved the training I just attended and thought it was completely worth my time and my companies money. My head is about to explode with new information right now.
Juliet Perrachon-Bazire d’Arguesse

Juliet Perrachon-Bazire d’Arguesse
Co Founder, Bébé Voyage

It's great to interact directly with industry experts in the SEM field, it also gives you the chance to ask some technical questions. I will be going to Brighton SEO again!
Brett Saltalamacchia

Brett Saltalamacchia
SEO Analyst, Lovehoney

Its always a great experience at Brighton SEO. The whole team learn something new from the industry leaders' experiences.
Danielle Easton

Danielle Easton
SEO Consultant, 22 Digital

I've gained invaluable learnings and taken away actionable tactics and ideas for strategy formulation which I've been able to act upon almost immediately. The informal yet structured classroom style of delivery provided an excellent inclusive and engaging environment.
Dawn Anderson

Dawn Anderson
Director, Move It Marketing

I had a long wishlist of things I wanted to be able to do, It was clear from the start that the trainer was a real specialist who knows the topic inside out.
Rob Watson

Rob Watson
Head of Marketing, Glendinning Group

BrightonSEO is THE ultimate event for anyone wanting to immerse themselves in talks from the leaders in both Search, Content and Influencer Marketing. The training sessions the day before are even more personal, supercharging you up with 1-2-1 coaching and getting under the bonnet with an expert.
John Sadeghipoor

John Sadeghipoor
Global Head of Digital Marketing, FitFlop

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