Andy Darnell, PPC & Affiliate Manager from PushON
shares his SAScon 2013
So with the great and the good of the online marketing world
assembled at MMU business school, SAScon 2013 kicked off and with
that, the information sharing and networking began!
With the conference going from strength to strength it has
really succeeded in attracting some excellent keynote speakers,
from the slick kick off performance of Alistair Thornton, Marketing
Director at thomsonlocal.com to the formidably interesting
Clancy Childs, Product Manager at Google Analytics…and those guys
at GA love their data!
Clancy managed to blend his speech excellently between the
informative and the humorous…even pointing out his cameo role in
one of Google's promo videos.
The key take away from his speech was that the next big hurdle
we all face in search marketing is getting ourselves a full and
true understanding of attribution. Not something that will be new
to many of us as, we are all well versed in the challenges of
understanding the true value of each click in the process. But what
was fascinating was how he gave us insight into the way Google are
facing up to this challenge, to the point that they've even managed
to get their hands on some kind of "quantum computer" as Clancy
With experts from across the board in the search environment
encompassing SEO, PPC and Social amongst others it made for a broad
and interesting spectrum with something for everyone. It was great
to see that there had been a good deal of thought going into each
of the presentations to really maximise their impact too, from the
more formal, hi-tech lectures to the more open, discussion based
Of course it was no surprise that Google's Enhanced Campaigns
reared their head again with the forced switch over (or "D-Day" as
one delegate referred to it!) just around the corner on
22nd July. In one of the more open type sessions
presented by Marin's Jon Myers we also had representatives from
both Google and agency sides, Chris Johnson and Elroy Condor
respectively, to share their thoughts.
With us all being the cynical bunch we are, the first part of
the session focused around the perceived negatives we will all have
considered…with the primary one of these being that it basically
felt like a way for Google to increase their profits! However the
real value here came when we got a chance to really explore a lot
of different experiences of switching to enhanced from all the
members of the audience.
Incidentally it was pleasing to hear that the majority of people
there were of the mind that if managed correctly the benefits of
this change by far outweigh the negatives - so embrace the change
So overall, a resounding success which was all capped off with
everyone adjourning MMU for the Dog Bowl instead…for copious
amounts of beer and Jager…and of course a little bit of networking
too!! Until next year SAScon…over and out!!