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YouTube New Features - Tips & Tricks to Enhance Your Current YouTube Efforts

Our session will look at a few new features YouTube has implemented for advertisers, their advantages as well as potential disadvantages. We will discuss how to test, analyze and optimize our campaign by looking at client case studies and their performance results. In addition, we will dive into a few tips & tricks specific to optimizing and scaling your campaigns through analytics specific to video as well as conversion performance. This presentation is for marketers both in-house and agency, small budget or large budget.

Key Takeaways:
1. A deeper understanding of the YouTube Lead Form both ad type & performance.
2. How to evaluate YouTube video creative advertising analytics via Google Ads platform.
3. Finding YouTube user behavior via the combination report
4. How to leverage YouTube data to make decisions that improve your performance both on-platform as well as others

Cory Henke leads Variable Media, a 4-year advertising & analytics agency born and based in South Jordan, Utah. Cory focuses the majority of his time on key clients while also focusing on improvements to internal and client used analytics tools stacked on top of the PowerBI platform which have allowed client partners the opportunity to scale their business. But also, speaking and educating worldwide on topics specific to Google Ads (YouTube) and Facebook Ads (Instagram) platforms. Cory’s background spans small agency to large agency and similar publisher or platform side experience as well.
Recorded Jul 15 2020 59 mins
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Cory Henke (Variable Media)
Presentation preview: YouTube New Features - Tips & Tricks to Enhance Your Current YouTube Efforts

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  • Ok. I’m Embarrassed to Ask, but What Is Programmatic? May 26 2021 6:00 pm UTC 60 mins
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    The Above The Fold team has 20+ years in the programmatic space and prides itself on transparency.

    In this event, you will learn:
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    Chris is a digital marketing entrepreneur, speaker, and neuromarketer who gets excited about helping businesses improve website profitability using psychology based testing and analytics. His agency, Smart CRO, is a full-service A/B testing agency that helps companies see double-digit lifts in conversion rates.
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    Sangram Vajre (Co-Founder - Terminus)
    Presentation Description:

    Did you know that less than 1% of marketers have a shot at becoming a CMO?

    Most marketers have no clue what it takes to become a CMO and even worse, they cannot ask or get a straight answer from their CEO. The reality is that if you want this highly coveted spot in the executive suite, you need to build and manage key relationships, identify your superpower and answer some tough questions about your goals and vision for your life.

    After more than 50 CMO interviews on the #FlipMyFunnel podcast and by being a two-time CMO himself, Sangram Vajre is ready to help you determine whether you're suited for a CMO spot. Attend this session to learn:

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    Sangram's Bio:

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    Sangram is an international keynote speaker, big hugger, author, and host of the top 50 business podcast called FlipMyFunnel with over 100,000 subscribers.

    Connect with Sangram on LinkedIn and Twitter @sangramvajre

    Event Note: Often our event runs closer to 1-hour by the time we get through all Q&A. Please be aware that we will be recording this event and it will be available shortly after we conclude the live event.
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    Description:
    The nature of data accessibility is changing. While the machine-learning driven algorithms have never been more powerful, we're losing access to the very data these algorithms need to adapt and optimize media performance. With various legislation being passed both globally, and at the state level, as well as the ongoing browser privacy wars, the future of our data has never been more uncertain.

    Join Simon as he walks us through:
    - Why & how we should embrace a privacy-first future.
    - How recent changes have impacted attribution & media targeting today.
    - A vision for the future and understanding where the Browser wars will take us.

    Cookies? Where we're going we won't need cookies!

    About Simon Poulton
    An interest in analytics forged in the fires of psychology, statistics & digital marketing, Simon has had a passion for finding creative ways to measure real-world scenarios from an early age.

    In his current role as the Vice President of Digital Intelligence at Wpromote, Simon oversees the Analytics Development, Data Analysis, Data Science & Solution Architecture team. In this role, he sets the vision for the future of digital measurement and actively engages with business leaders to democratize digital marketing analytics allowing organizations to make confident data-backed decisions. He recently led the team focused on measurement for the launch of NBC's new streaming service, Peacock.

    Simon regularly speaks at industry events, including SMX (West, East & Advanced), State of Search, Wpromote's Challenger Summit, and E-commerce Catalyst (Cleveland Research), and is returning for the 2nd year to speak at the Utah DMC!

    You can follow Simon on Twitter @SPoulton
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    Description/Takeaways:
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    Bio:
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    Dennis Yu (Blitzmetrics)
    Whether it's a podcast you've done, an article you wrote, content written about you, or a customer testimonial-- let's walk through the process to organize, edit, distribute, boost, and optimize it. A podcast can be chopped into 20 snippets, turned into an article, and be quoted in your marketing materials. Customer reviews can turn into sales materials-- where they do the work for you.

    This works for Facebook, LinkedIn, SEO, email, web, Twitter, and other channels. It works for start-ups, small businesses, and agencies-- to get more client.

    We'll also cover the 30 point AUTHORITY model-- how to score your content by 3 factors to determine which ones might convert the best and should be grouped together.

    About Dennis:
    Dennis Yu is the Chief Executive Officer of BlitzMetrics, a digital marketing company which partners with schools to train young adults. Dennis’ mission is to provide education at no cost to students.
  • Three Critical Components of Enterprise eCommerce SEO Recorded: Oct 7 2020 55 mins
    Laurel Teuscher (Stryde)
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    Key takeaways:
    1) How the basic SEO tasks can make a huge difference
    2) Why content needs to be leveraged in SEO
    3) Why you need to monitor technical issues and connect with developer team
    4) How to involve stakeholders and get their buy-in

    Laurel Teuscher is the VP of Services at Stryde, an eCommerce digital marketing agency in Draper, Utah. She focuses her time on enterprise clients, improving processes, and training Stryde team members. She has honed her SEO and social media skills over the past 10 years in both agency and in-house roles. When not at work, she is building her own eCommerce store and testing out new marketing tactics. You can find her on Twitter – @laureltoosure
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    Savannah Sanchez (The Social Savannah)
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    About Savannah Sanchez:

    Self Bio: I'm a paid social expert with a proven track record of helping DTC brands profitably acquire customers through campaign management + ad creative production. With over five years of experience working as a media buyer and ad creative strategist, I have become an industry leader in executing profitable paid social strategies.

    In December 2019, I started offering my media buying and ad creative services on a consultancy basis as The Social Savannah. I now service a handful of top e-commerce brands spending $50k-$1M a month on ads to execute their paid social campaigns. Clients include Thrive Market, Our Place, Peel, Leaf Shave, and more.

    The Social Savannah is an official Preferred Facebook Marketing Partner and Snapchat Ad Partner.
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    Mel Carson (Founder, CEO & Principal Strategist at Delightful Communications )
    With a myriad of different digital touchpoints now vying for our attention, your personal brand is out there whether you own it or not.

    Personal Branding is for everyone and at Delightful Communications we know the positive impact proper personal branding has on the lives and livelihoods of others. We’ve seen the success it has brought to our clients and the opportunities it has unlocked for them.

    In this session, Delightful Communications Founder and CEO, Mel Carson, will take you on an actionable journey to:
    - Define your audience
    - Uncover your personal brand
    - Establish your professional purpose
    - Help you shape a story for yourself and your company that lays out your wisdom and expertise for all to see and learn from
    - Understand ways to optimize your presence on social media platforms, like LinkedIn
    - You’ll get practical advice to help you make the very best impression both online and in-person and understand how to put your best foot forward in creating a professional impression you and your company can be proud of.

    About Mel Carson
    As Founder, CEO & Principal Strategist at award-winning Delightful Communications – a Seattle-based B2B technology marketing agency – Mel’s mission is to help businesses and their leaders be more discoverable, shareable and memorable. The company applies branding strategies that focus on marketing and PR with a strong emphasis on people and not just pixels. Before starting Delightful, Mel spent 7 years as Digital Marketing Evangelist at Microsoft where he supported and educated customers through the Microsoft Advertising Blog, evangelizing through social media, writing and by speaking about digital marketing at conferences, trade shows & other events all over the world. He’s author of the critically acclaimed Pioneers of Digital and Introduction to Personal Branding, and played the “Young Joe Cocker” in the rock legend’s 1997 music video “N’Oubliez Jamais” with French cinema icon, Catherine Deneuve!
  • Mind-Farking Integrated Audience Targeting Recorded: Aug 19 2020 67 mins
    Marty Weintraub (Founder: Aimclear® Marketing)
    For the full description + Marty's Bio, visit https://www.utahdmc.org/august-19-2020

    This session will teach attendees to implement powerful targeting data from a source-channel, in OTHER channels. Learn to make targeting data more truly integrated for 360-degree audience nurture & cross-channel conversion. Seem intense? It is. Read on.

    Targeting has changed a lot.

    Savvy marketers make use of their first-party data (from segmented CRM records & site visits to social platform engagement) for remarketing, retargeting, & lookalike modeling. Such options help handle top of the funnel (introducing new users into the marketing system), middle, & bottom of funnel alike (nurture). BUT, what’s a marketer to do when skillful use of first-party data does not do the job.

    The targeting we need is sometimes not available. Facebook targeting as we knew it essentially vanished. Twitter remains insipid in its random options. Google often has the best psychographic data. LinkedIn has fabulous business data- only for use in LinkedIn. EVERY channel has its strengths, oddities, & annoying targeting quirks.

    Join foundational industry vet Marty Weintraub for a mind-splitting integrated targeting shred.

    Learn how to:

    • Further define first-party data & usage thereof
    • Retarget organic activity & ads targeting CROSS-channel.
    • Previously impossible INTRA-channel targeting, I.E. using Sales Navigator organic search data to drive RLSA search campaigns or GDN.
    • Assemble pallets of seemingly impossible Twitter targeting options, like everyone a profile FOLLOWS, or a list of users who engaged on a hashtag filtered by words in the user’s bio, etc.
    • How to add highly effective filters slice broader lookalike targeting. This is one of the hottest tactics in the world, seen in numerous winning case studies.
    • Gray hat tools to automate processes, from mild to wild. Marty will give it up.
    • Using the techniques for PR, influencer marketing, lead gen, selling, B2B, & B2C
    • And more
  • Google Ads Now Offering More Explanation & Suggestions. But Can You Trust It? Recorded: Aug 5 2020 58 mins
    Robert Brady (Righteous Marketing)
    Google Ads Now Offering More Explanation & Suggestions Than Ever, But Can You Trust It?
    (Full Title of Presentation)

    Description:
    The Google Ads interface is changing all the time and Google is offering more and more "recommendations", Explanations (beta), and optimization scores. Many of them are brand new or will seem that way because they've been added with little fanfare. For example, have you seen the budget estimator with example budget suggestions? How about the encroachment of the Recommendations tab content into other areas like the campaign, ad group, or keyword views?

    Some things we'll talk about:
    - How does the new Explanations Beta work
    - Which of these new suggestions are the most helpful
    - How to correctly judge the recommendation
    - What to expect from Google Ads in the coming months

    About Robert Brady:
    Robert runs a 1-man PPC agency from his home in Idaho and has been in the industry since 2006. He has worked on PPC accounts of all sizes across many industries and has a soft spot for helping small businesses succeed with digital advertising. He enjoys blogging and participates actively in #PPCchat on Twitter. Recreationally, Robert loves playing ultimate frisbee & basketball, riding his mountain bike and downhill skiing. He loves making new friends, so feel free to reach out on Twitter - @robert_brady
  • YouTube New Features - Tips & Tricks to Enhance Your Current YouTube Efforts Recorded: Jul 15 2020 59 mins
    Cory Henke (Variable Media)
    Our session will look at a few new features YouTube has implemented for advertisers, their advantages as well as potential disadvantages. We will discuss how to test, analyze and optimize our campaign by looking at client case studies and their performance results. In addition, we will dive into a few tips & tricks specific to optimizing and scaling your campaigns through analytics specific to video as well as conversion performance. This presentation is for marketers both in-house and agency, small budget or large budget.

    Key Takeaways:
    1. A deeper understanding of the YouTube Lead Form both ad type & performance.
    2. How to evaluate YouTube video creative advertising analytics via Google Ads platform.
    3. Finding YouTube user behavior via the combination report
    4. How to leverage YouTube data to make decisions that improve your performance both on-platform as well as others

    Cory Henke leads Variable Media, a 4-year advertising & analytics agency born and based in South Jordan, Utah. Cory focuses the majority of his time on key clients while also focusing on improvements to internal and client used analytics tools stacked on top of the PowerBI platform which have allowed client partners the opportunity to scale their business. But also, speaking and educating worldwide on topics specific to Google Ads (YouTube) and Facebook Ads (Instagram) platforms. Cory’s background spans small agency to large agency and similar publisher or platform side experience as well.
  • Leveraging the Facebook Algorithm for Better Performance Recorded: Jul 1 2020 62 mins
    Michelle Morgan (Clix Marketing)
    Description:
    The Facebook Ads algorithm plays a big role in how well your campaigns will perform, so learning how to leverage its quirks can be a big benefit to any account. In this session, I’ll talk about how you can improve performance and leverage the algorithm better using conversion actions, audience strategy, budgeting, placements, and ad strategies.

    About Michelle:
    Michelle Morgan is the Director of Client Services at Clix Marketing. She has honed her PPC skills over the past 9 years in both in-house and agency roles, managing accounts in many different industries and markets. Her passions are around audience targeting and cross-channel dynamics between search and social. She’s a regular industry speaker at events like Pubcon, SMX, HeroConf, and others. In 2018, Michelle won “SEM Speaker of the Year” at the Search Engine Land Awards and was voted a Top 25 PPC Influencer in 2019. She’s also a contributor to Search Engine Journal, Social Media Examiner, WordStream, AdStage, and more. Follow Michelle on Twitter (https://twitter.com/michellemsem) and connect on LinkedIn (https://www.linkedin.com/in/michellemsem/).
  • Driving Demand with Virtual Events Recorded: Jun 24 2020 64 mins
    Morgan Cantrell (BrightTALK), Daniel Waas (AppFolio), Darin Bernstein (Utah DMC) and Ryan Smith (SaltStack)
    The world’s events are going virtual and whether you’re running a series of webinars or full online conferences, it’s more important than ever to step up your game. Join a panel of experts for strategic and tactical tips to stand out and drive results. In this interactive webcam panel, we’ll cover:

    - Creating content that inspires, stands out and generates business
    - Finding the ideal mix of presenters to win the trust of prospects and customers
    - Promoting through the right channels so you’re presenting to the right audience
    - Following up with registrants and attendees effectively
    - Measuring results to show business value and refine your program as you go

    More information on presenters to come. Stay tuned.
  • 5 Essential Elements To a Successful Link Building Campaign Recorded: Jun 17 2020 53 mins
    Mason Bentley (BASE Search Marketing)
    Description:
    High-quality and relevant links directed to your website can significantly increase your chances of ranking in search engines. Whether a large agency or a small in-house marketing team, link building is grunt work and very time consuming and if not done well can produce little to no results. In this presentation, Mason will share clear, specific, and actionable tactics to get the most out of link building efforts. By following these tactics you will be able to increase both the volume and quality of backlinks directed to your website while still maintaining relevancy.

    Key Takeaways:
    1. Determining whether to use a mass or targeted outreach strategy and how to carry out both.
    2. How to set your own qualifying metrics for links being built to your website.
    3. Making your backlinks/backlink profile organic in Google’s eyes.
    4. How to do the research to know how many and what type of backlinks you need for any given landing page and keyword.
    5.Specific tools for outreach and link building and how to use them efficiently.

    Bio:
    Mason Bentley runs BASE Search Marketing, an agency that has specialized and exclusively does white hat link building. Mason has been involved in every aspect of link building from manual outreach and relationship building, building the links, writing the content, working with clients, automating processes, testing different tools and techniques, etc.. His knowledge of link building does not come simply from reading blogs and articles written by others, he has learned everything through trial and error and is ready to share his techniques for success. In his spare time, he is outside hiking, biking, camping, and enjoying the outdoors.
  • Snap Ads: Learn Why Its Every DTC Brands Secret Weapon For Growth Recorded: Jun 3 2020 55 mins
    Duane Brown (Take Some Risk Inc.)
    Over 38% of Snap’s audience doesn't use Instagram in a given day. This hands-on session will equip attendees with the knowledge and skills to launch their first Snap marketing campaign. Attendees will walk away having learned:

    - Snap Users: who are they and what makes them different
    - Pixel setup and what you need to know (especially if you want to drive purchases)
    - What your Snap funnel should look like
    - How to make cheap ads on the fly that drive results
    - How Snap’s attribution model is different from other ad platforms

    This talk is geared toward marketers who are interested in growing a profitable business on Snap and are looking for the next visual channel beyond Instagram and Pinterest. 229 million users can’t be wrong.

    About Duane Brown:

    Duane has been called an international man of mystery and digital nomad by friends. He has lived in 6 cities across 3 continents and visited 40 countries around the world. After leaving Toronto in 2011 to gain an international view of the world, he has worked for Telstra in Australia and brands including ASOS, Jack Wills, and Mopp (bought Sept. 2014) while in London, UK. He now lives in Montreal, Canada helping ecommerce brands grow through data, CRO and PPC marketing across search & social ad platforms.
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