Internetwarriors E-Commerce Conference 2.0 – a recap of presentations, discussions, and engaging conversations

Bid Management Strategies and Local SEO – these were the two main topics on the evening of April 3rd, 2019 at the new Google Office in Berlin. The reason: our conference, co-organized with Google. The theme: Online Marketing in the Omnichannel for E-Commerce companies. The result: Many stimulating and informative discussions and opportunities for exchange.

What topics were specifically covered by internetwarriors and Google, which points stood out in the panel discussion, and why dentists have something to do with SEO, you will find out here.

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Our host Ms. Derndinger with Johannes Stabel and Zacharias Zawierucha, internetwarriors GmbH[/caption]

At 4 PM, the doors of the new Google Office in Berlin-Mitte opened and the first curious guests entered our event location. After a friendly welcome by Ms. Julia Derndinger, who guided through the entire evening, and an introduction of internetwarriors GmbH by our Managing Director Axel Zawierucha, the first contribution on the topic of Automation by Google followed.

The Power of Automation - More Success through Artificial Intelligence

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Stefanie Karch from Google during the presentation on Automation[/caption]

“What does a robotic vacuum cleaner have to do with automation in search queries?” This question was posed to us by Stefanie Karch from Google at the start of her presentation. The answer: Automation plays an increasingly important role not only in directly formulated search queries but also in the evaluation of the search query by, for example, Google. It is no longer just the entered search term that matters, but also the location, time, language, device, and much more. All of this combined shows where the buyer currently stands – especially in the customer journey. Short decision-making processes have become long, winding, and complex paths that need to be optimally utilized. Individual contact points, known as touch points, are indispensable. And how these need to be considered, Google can perfectly implement through automation.

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Stefanie Karch, Google[/caption]

The optimal delivery of ads not only significantly increases the profitability of e-commerce companies but also greatly enhances the user experience. Potential customers are shown exactly the information they are looking for and that is relevant to them – a win-win situation for all parties. At the end of the presentation, it was clear that this development is far from over. So, we can look forward to many new things from the world of Google products.

Between Dentists and Car Dealerships: What's the Deal with Local SEO?

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Jana Fiedler, internetwarriors GmbH[/caption]

Following this presentation, SEO specialist Jana Fiedler from internetwarriors continued the discussion with her presentation on Local SEO. Due to the increase of the “ROPO” effect, meaning that interested customers and users inform themselves online beforehand but complete the purchase offline, the relevance of the online presence of shops is steadily increasing. The information gathered beforehand ranges from product availability to services in the surrounding area.

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SEO specialist Jana Fiedlier introduces local search engine optimization[/caption]

Thus, for example, the search for a dentist in Local SEO represents a localized query, which brings a variety of display possibilities. If used correctly, users can find not only the nearest location but also see reviews, relevant information, and routing directions. Search ads are presented to the user in different ways. Results no longer appear only in traditional search results but also on Google Maps or in a Google My Business card. Additionally, landing pages can be tailored to localized search queries, generating higher search volumes.

Anyone who wants to optimally interlink their offline and online channels to turn digital prospects into offline customers should engage with the topic of Local SEO.

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What lies behind the ROPO effect, Jana Fiedler explained in her talk on "Local SEO".[/caption]

The Funnel in the Funnel: Sophisticated Bidding Strategies

After a short refreshment, the conference continued with another presentation by internetwarriors. Zacharias Zawierucha and Johannes Stabel from our SEA team spoke about the use of new bid management solutions that can adapt to the individual situation of the user and assess when a particular bid is particularly worthwhile. The customer journey and the customer lifetime value, i.e., where the user currently stands in their purchasing behavior and how long they are valuable to the company, are included.

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Zacharias Zawierucha and Johannes Stabel on "Sophisticated Bid Management"[/caption]

For this reason, achieving pure purchases or leads as conversions is no longer important, but so-called macro conversions like newsletter sign-ups, interest, and engagement with the website and/or product are also significant. From all these data, quality-enhancing optimizations for bidding strategies for purchases can be achieved.

Through specific formulas and bid management solutions, this behavior can be traced and optimally utilized.

But even without elaborate formula columns, optimization through bid strategies is possible: New bid strategies in, for example, Google Ads allow for a performance increase of up to 35% with the correct use of bidding strategies!

Panel Discussion: Customer Lifetime Value – Important Revenue Guarantee or Overrated Metric?

At the end of the conference, Mr. Axel Zawierucha, Managing Director of internetwarriors GmbH, Mr. Michael Teppich, Managing Director of TATEM, and Mr. Nikolaus Thomale, Venture Partner and Investor, discussed the role of the customer lifetime value. This discussion covered not only how to re-engage existing customers but also how essential they are for a company's success. Many business models even incorporate customer lifetime value as a solid foundation in their success strategy, while other models pursue more conservative growth strategies. The execution and weighing of these different methods led to exciting and controversial discussions that also encouraged audience participation.

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There must be time to discuss: Panel discussion with Axel Zawierucha, internetwarriors GmbH, Michael Teppich, TATEM, and Nikolaus Thomale, ECONA AG[/caption]

Among Mini Burgers, Cheesecake, and Lemonade: Exchange at the Expert Conference

After the diverse, informative fare, all participants had the opportunity, not only over coffee and cake but also at dinner, to exchange ideas on the discussed topics. In a relaxed atmosphere, a variety of online marketing topics were discussed, contacts exchanged, and the evening ended with informal networking.

At this point, we would like to sincerely thank all participants and interested parties who helped shape and spent the evening with us. We would also like to thank our partner Google for the valuable contribution, providing the premises, and the delicious catering. We are already looking forward to collaborating on the next projects!

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