The PPC Leaders Summit
Thursday 21st November 2024 – 1.30pm to 5pm
Shoreditch Treehouse, London
• Meet other PPC agency owners in a confidential setting
• Break out of your cocoon and rub shoulders with other leaders in your shoes
The PPC landscape is evolving at a breakneck pace.
Agencies and their clients are experiencing challenges they’ve never seen before:
- Platforms are tightening the screws, with ever-increasing cost-per-click rates and aggressive pushes towards AI-driven campaigns.
- Google and LinkedIn are calling up clients directly, undermining agencies’ expertise.
- Financial red tape and inadequate support are creating roadblocks for advertisers, leaving agencies frustrated and without solutions.
- The constant interface changes and incessant push for AI tools is making it harder for agencies to maintain control and deliver profitable campaigns.
Everything is changing rapidly, and agencies need to adapt quickly.
Some are struggling, but others are finding innovative ways to succeed: they’re cutting down on platform features they don’t need; they’re digging into the data to make smarter decisions; they’re testing multiple ad formats and experimenting with targeting to make campaigns more effective.
Most importantly: they’re focusing on real results, not just following the platform’s suggestions.
👉 At PPC Leaders, we’ll tackle these big issues head-on. We’ll discuss how to redefine agency value in an era of platform control, build resilient client relationships, and make sure your team has the skills to adapt.
Who you’ll hear from…
Is Google Trying to Poach Your Clients?
“Google calls up our clients and wants to talk to them about how they can ‘help’ with optimisation, even though they know they have an agency,” says Jon Darch, founder of Uprated. “It completely undermines us.”
“It makes clients question our expertise because they think, ‘Well, we must listen to someone from Google. And that person from Google is probably not even an account strategist – they’re a salesperson!”
Jon has been lucky in that they haven’t lost any clients to these conniving tactics, but there are plenty of other agencies that most likely have.
You only have to do some research and you’ll find tons of articles, tweets and posts on the issue.
👉 At PPC Leaders, Jon will be joining us on stage to lead a discussion about this Google problem. Take part and vent your frustration – and find out new and productive ways of handling this situation. [Read More]
How to Leverage LinkedIn for Paid Ads
LinkedIn keeps insisting that you need a minimum audience size of 50,000 people for your ad campaign.
But Jennifer Esty, managing director at Sharp Ahead, thinks that’s a load of rubbish.
According to Jennifer, success on LinkedIn often means ignoring the platform’s so-called ‘best practices’ and doing it your own way.
But how?
One of the ways is through mastering LinkedIn’s Ad Library: “They have an ad library where you can go and have a sneak peek at all your competitors’ ads to see what they’re doing and what ads they’re running.”
👉 At PPC Leaders, Jennifer will take you through how to really leverage LinkedIn ad campaigns effectively, even when it means going against the grain. Afterall, LinkedIn’s one-size-fits-all advice isn’t exactly the most accurate. [Read more]
Three Ways to Recover ROAS in Google Ads
The PPC space has been getting increasingly difficult to navigate.
“We’ve recently had quite a few conversations where businesses have said, ‘our performance has degraded over the last two years’,” says Matt Janaway, CEO of Marketing Labs.
“We’re telling them that there are things we can look at in their account, and we can probably find some mismanagement there – but it’s unrealistic for them to expect us to get them back to where they were.”
According to Matt, there are three key things agencies need to be doing:
- Uncover hidden data with custom scripts.
- Maximise cookie compliance.
- Supercharge assets with continuous optimisation.
👉 At PPC Leaders, Matt will delve deeper into these three strategies, providing practical tips and real-world examples. He’ll even share a free script that agencies can use to start extracting more data from their Google Ads accounts. [Read more]
“How We Use PPC Data to Outperform AI”
“For the first year of P-max, I hated it and wanted it to go away,” says Fred Maude, CEO and co-founder of Addesu. “But when I realised it wasn’t going to go away, that’s when we started building stuff.”
This realisation sparked a journey that would transform how Fred approached PPC in the age of AI.
“We pull insights from things like Pmax campaigns and are able to find what search terms clients are showing up on, which is something that was being hidden for the vast majority,” Fred explains. “We’re also able to advise them on ways they can reduce spend on certain search terms.”
But he didn’t stop at just uncovering insights, they’ve taken it a step further: they developed their own AI tools.
👉 Join us at PPC Leaders where Fred will share some of the insights they’ve gained from Pmax data, including search term visibility, platform performance and asset management. If you’re concerned that AI is going to make your PPC agency obsolete, this session is here to help you feel more secure. [Read more]
Meet people who are interested in your story
PPC Leaders is an afternoon that will helps you get inspired, and meet other people you can learn from. We blend interactive talks and group discussion.
- We dot you around the venue so you can interact – and we mix up the groups so you meet different people.
- We poll you before the event to see what you want to talk about.
- We make sure all the talks are original and interesting. We facilitate questions and reflections throughout.
Q: What actually happens on the day?
We start the event at 1.30pm, so try to arrive by 1.15pm.
The afternoon’s format is pretty simple: you will spend some time hearing from guests with interesting stories that you can learn from, and you will also spend some time in small groups discussing your journey with like-minded agency leaders.
The event is hosted by an Agency Hackers facilitator who makes sure that everybody with something interesting to say gets heard. (We poll attendees before the event, so we know who to “pick on” on the day.)
We will serve tea, coffee and sweet-toothed things to keep you going, but please eat a sandwich before you arrive. The schedule doesn’t leave us time to serve lunch, unfortunately.
Q: Who will I hear from? Who are the speakers?
The people you’ll hear from are the actual guests at the event.
We decide who to spotlight based on the information we capture in the weeks before. (Look out for our emails!)
We will publish the line-up a few weeks before, but mostly we hope that you will trust us to select interesting folk from our audience. We find that the people who choose to attend our events are overwhelmingly on fascinating journeys that will resonate with you.
Also, the “talks” aren’t really linear presentations. They’re more like structured case studies, with lots of questions and reflections from the audience.
You could potentially call them “fireside chats”, but these are not rambling cosy conversations. They are planned and structured . We put a lot of work into researching our guests, out of respect for your time.
Q: Who can attend?
This event is only for people who own or run a PPC agency, or offer PPC as a service.
Why? Well, the event only works if everybody broadly shares the same pains and challenges, so for that reason we ask that only the person invited attends. Sorry!
Q: Who is Diginius?
We are proud to partner with Diginius for this event. Diginius has partnered with Microsoft to help agencies make the most out of the Microsoft Advertising Network. It’s an overlooked platform, and Diginius has a special program that can make it very worthwhile to move some of your spend across.
We will spend a little bit of time explaining how this works, but the overwhelming bulk of the event will be hearing from other PPC leaders.