1 Day / 20 Great Speakers

6 Workshops

Croke Park, Dublin. Thursday, 19th October, 2017

Search Marketing


Here is the draft agenda for the “3XE Digital Search Marketing Conference“ on 19th October in Dublin, Ireland. As promised, we have created the agenda to include plenty of networking opportunities.

Please note that this schedule is subject to change.


Anthony Quigley

Conference Opening

Your chairman for the conference, Anthony Quigley, will open the conference and introduce the agenda and topics for the day.


Kirk Williams

Kirk Williams, Founder & CEO of ZATO PPC Marketing

Making Your Budget Stretch: How to Absolutely Nail Your PPC Campaigns

“You have to spend money to make money“ is an oft-repeated phrase in the business world, particularly when it comes to marketing. The conundrum the majority of businesses find themselves in, is that they don’t have the recommended spend allocation to devote to keeping up with their weightier competition. Are we destined to be outbid, and outgunned by our deeper-pocketed foes, or are their ways we can be smarter with PPC that will help us grow to the point of big-budget-bliss?

In this exciting presentation, Kirk will be sharing with you a number of very specific, tried-and-tested tips for Google AdWords and Bing Ads. These tips have been proven to optimize ultra-targeted campaigns, but with low budget.


ZATO Marketing



Barry Adams, Founder & CEO of Polemic Digital

Voice Assistants and Pro-Active Devices – How Technology is Changing Search and SEO

In this talk you will learn how voice assistants and connected devices are changing the way people find and interact with content and products online, and how you as marketers and search professionals need to prepare your websites. Increasingly what you put on your website is not primarily for human consumption, but for machine systems like voice search and IoT devices to engage with and re-purpose your content. Barry Adams will talk about the underlying technologies and how you can tap in to that growing ecosystem of screen-less search.




Karen McHugh, Digital Marketing Strategist at Arekibo

Digital Marketing Considerations For Your New Website

Karen McHugh is an experienced Digital Marketing Strategist at Arekibo, one of Ireland’s leading full-service digital agencies. With extensive experience, advising clients on how to plan and transform their online presence Karen will discuss some of the critical digital marketing considerations during the design and development of a new website.

Through running numerous website audits Karen finds the key digital marketing considerations that can often be overlooked.





Alan Coleman, CEO and Brendan Almack, Director of Wolfgang Digital

Benchmark Your Website KPIs

Alan & Brendan will lift the lid on the key findings from Wolfgang’s 2017 E-Commerce KPI study. They will detail the key trends happening in digital media over the last 12 months as well as analyse how the customer journey is evolving. They will answer key questions such as:

* Are you getting enough traffic from social?

* Do you have a good conversion rate?

* Which digital marketing activities will ramp up your revenue, AOV and your coveted conversion rate?

* And much more.

The 2016 study was featured on the Economist, Inc, Econsultancy, Moz, The Irish Times, Newstalk, RTE and more. Don’t plan your 2018 without digesting this study.





Louise James, Account Director – Bing Ads Ireland at Microsoft

The Three New Heroes of Search Advertising: Users, Digital Assistants & Bots

In the future, Microsoft sees the development of three protagonists in search advertising: the user, digital assistants and bots.

We are now living in a world where users will increasingly have their lives supported and protected by digital assistants, and with digital assistants being with the gatekeepers between users & bots. Louise will demonstrate the connection between these 3 heroes.

Also, Louise will give a glimpse into the future vision for audience advertising and why search advertisers should be future proofing their strategy with these in mind.





Trevor Koen, Director – Digital Strategy, Imperic Media, South Africa

SEO & PPC need to hug it out, why all the fighting?

For the longest time marketers have found themselves in caught in the midst of a vicious battle between two factions, Paid vs Organic search. However we think it’s time SEO and PPC put down their weapons and realise we are all on the same side.

There is no reason to choose one over the other. In this talk, Trevor Koen, from Imperic Media will take you through the ways your paid and organic channels integrate and compliment one another. He will outline the methodology the Imperic Media team use to implement full funnel marketing strategies that lead to perpetual demand. You’ll want to be taking notes.





Q & A, Panel Discussion



Coffee / Tea Break

Networking opportunities and a chance to meet with some of the sponsors as well as peers (and don’t forget your long-lost digital marketing friends that you seem to only meet and chat to online these days!)



Jes Scholz, CMO Emerging Markets at Ringier AG

360 Degrees: Photos, videos and VR

For the first time since television, we are adding a new layer of experience to marketing. The digital world is moving beyond the edges of the screen with the emergency of 360 photos, videos and virtual reality.

Learn what you can do to leverage the engagement potential of these new formats to future proof your brand with Millennials & Gen Z.




Gregor Nilsson

Gregor Nilsson, Chief Digital Officer at World Wildlife Fund, Switzerland

Lessons Learned from Re-Launching a Global Site in 2017

The relaunch of a website is an exiting project: while your colleagues and customers focus on a new design and fancy features, these do not really impress search engines.

Gregor is responsible at the Swiss national office for the digital transformation of the World Wide Fund for Nature and is therefore perfectly positioned to understand the issues faced in upgrading your online presence.

Gregor’s keynote will put the spotlight on the less spectacular but crucial tasks a relaunch requires to ensure that Google will love your new website as much as your visitors.





Andre Alpar CEO @ Performics

How a leading performance marketing agency built the second largest German cigar shop with “only“ SEO and Content Marketing

This presentation includes the following exciting things ….

* How (and why) an agency built an ecommerce business “on the side”!

* How to select your most important strategic frameworks when thinking and implemeting SEO and content marketing

* Includes a case study how Noblego started from scratch, and became No. 2 in the market AND cashflow positive within only three years

* Andre will provide proof for one of the most commonly assumed but hardest thing to prove in SEO.




Paola Gulian

Paola Gulian, Senior Social Campaign Manager at Ayima

Why Your Facebook Marketing Isn’t Working

In the action-packed presentation, Paola, who manages all of the Paid Media for Ayima, a truly global digital agency, will share some of the latest developments in Facebook.

Facebook has, over the past 3 – 4 years, transformed both themselves and the business world, by re-configuring themselves to be one of the primary advertising platforms for all types of businesses.

Paola will explain how to optimize your Facebook advertising campaigns, she will provide you with the latest Facebook advertising methodologies, and will share with you a list of actions that you can take back to your own business that can be implemented by your team.

If you are spending any part of your marketing and advertising budget with Facebook (and you should!), then this is a must-see presentation.

The presenter is not selling Facebook – she lives and breathes it each and every day!




Lisa Myers

Lisa Myers, CEO & Founder of Verve Search

How To Get Big Links

Everyone wants links and coverage from sites such as New York Times, the Wall Street Journal, and the BBC, but very few achieve it. This is how we cracked it. Over and over.

Lisa will explain how she and her company regularly get “big links“ for their clients – and will clearly explain how you can too!

Lisa is the founder and CEO of award-winning SEO agency Verve Search and founder of Womeninsearch.net. Feminist, mother of two, and modern-day shield maiden.





Woohoo! Lunchtime!




We want to ensure that you get the very most from your attendance at the 3XE, so we have included a number of practical workshops. During the presentations, you will find out “what’s possible” using digital technologies. During the afternoon, you have a range of workshops to choose from. These workshops are all designed to provide you with “how to” know-how. The facilitators will take you behind the hype and show you how to actually implement certain aspects of content and social media marketing.The workshops are designed to ensure that you take away a clear and practical understanding on how to put your new-found marketing knowledge to use.You can choose to attend 2 of these workshops from the options below. Of course, your colleagues may elect to attend different workshops and you can compare notes afterwards.Each workshop is 40 minutes long. Choose from 2 of the following list.

Workshop #1


Kenia Gonzalez


PPC Executive & Client Lead


Zoran Selinger


Senior Digital Marketer

Wolfgang Digital: Kenia Gonzalez, PPC Executive & Client Lead and Zoran Selinger, Senior Digital Marketer

Sentiment Analysis & Machine Learning for Search, Social and PR

Bravely incorporating “the feels“ into search and introducing “the science“ to social. Wolfgang Digital is using sentiment analysis and machine learning to optimize their digital marketing campaigns. Additionally, you’ll learn how this new approach allows marketers to synch up PPC activities with Social and PR events.


Workshop #2


Greg Fry, CEO of Content Plan

Getting noticed, making connections & finding content in the Social Media World

One of the major challenges that businesses face in the ever-expanding digital world is ensuring that their message gets through to the correct audience, While “content marketing“ plays a major role in digital marketing, the challenge is to make this content relevant to the target audience. In this highly engaging and action-packed workshop, Greg shares his wealth of knowledge in how to really focus on the most important aspects of your digital and social media channels to create noise and interest around your particular story.

Workshop #3


Valentyn Pylypchuk, Webmaster Outreach Strategist (Search Quality) at Google

Best Practices for Securing Your Site

With new threats constantly emerging, how can website owners protect themselves and their business? Valentyn Pylypchuk, Webmaster Outreach Strategist at Google, will cover this crucial topic for SEOs and share several demos of these threats, plus how they can be prevented. Find out what Google is seeing in hacking trends, Google’s view on what HTTPS does (and doesn’t do), and how to best address a hacked site.

Attendees will learn how to protect against SQL injection attacks, sanitize user generated input, and come away with other practical tips that can immediately be implemented to secure their sites.


Workshop #4


Jack Murray

All Good Tales

CEO & Founder

Jack Murray, CEO & Founder at All Good Tales

Storytelling for search – how to be so compelling the world finds you.

Does it ever feel like a struggle to get the world to care about what you’re talking about? Next time, remember this:

Those with the best stories succeed.

Communications is changing, we now live in a golden age of storytelling.

Great stories solve big problems and overcome the most difficult of obstacles. Great stories defeat apathy by exciting people’s most basic needs. Great stories overcome distraction by grabbing attention. Great stories are a magnet for more.

In this workshop, Jack will bring you from press releases, technical articles and boring reports to engaging, emotionally intelligent stories that resonate with audiences, and ensure that the world will find you.

Workshop #5


Kevin Moore


Technical SEO Analyst


Sean Markey


SEO Executive

Wolfgang Digital: Kevin Moore, SEO Analyst & Client Lead and Sean Markey, SEO Executive

How to Migrate Your Website Without Destroying Your Organic Traffic

The very thought of moving a website leaves most webmasters in a cold sweat. After all, we’ve all heard horror stories where websites made mess of a site migration and saw their Organic Traffic plummet overnight. With Google’s insistence on moving sites to HTTPS this October, however, there has never been a more appropriate time to migrate.

Fortunately, Wolfgang Digital’s Kevin Moore and Sean Markey are here to help. They’ve been involved in successful migrations for national and global clients based everywhere from the Czech Republic to Australia, not to mention Ireland’s largest e-commerce websites.

Join the lads as they talk you through the unique challenges associated with migrations and the measures you can take to make sure things run better than smoothly.



Coffee / Tea Break

Networking opportunities and also a welcome “pick-me-up“ after the workshop sessions.



Mark Lilley, Co-Founder and Director at Groundswell

Maximise your return in search with UX & CRO

Mark is going to talk about the importance of marrying your search and advertising efforts with user experience and conversion optimisation. A joined-up approach is critical for successful growth within ecommerce and ‘turning on the taps’ without paying enough attention to the complete journey can waste a lot of money.

There are a lot of businesses which haven’t configured and implemented analytics correctly, Mark will touch on the importance of measurement to help with prioritisation and enablement of sustained growth.




Claire O’Brien

Claire O’Brien, Marketing Manager, Design Wizard

Optimising Images For Social Media And Search – A Checklist For Marketers

● Creating engaging images for social media

● Achieving consistency in cross-channel marketing campaigns

● Commercial usage rights – how not to get sued

● Tips for making your images SEO friendly

● Optimising images for google image search

● Testing your images




Olga Andrienko

Olga Andrienko, Head of Global Marketing at SEMrush

Ranking Factors in 2017: What’s Important, What’s Not

Olga, a seasoned conference presenter, will deliver a presentation around the results of a comprehensive ranking study conducted by SEMrush. The study examined the top 100 positions for 200,000 keywords in Google.

She will reiterated the fact that the Google SERPS are always changing, and that change = disaster, especially if you fail to adjust. On the other hand, change can equal opportunity…if you’re ready for it.





Q & A, Panel Discussion



Conference Close

Thanks for coming! Closing conference remarks by 3XE Search chairman – Anthony Quigley.