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Scaling an eCommerce business is no easy feat. As with anything else, learning from leaders in the space can help you avoid costly mistakes & learn tricks to hit your goals quicker. In order to scale in a reliable and profitable manner, the Blend AI team are big believers in attending, learning & networking at conferences.
Below is a list of the top ecommerce marketing conferences that have been announced for Australia in 2024. As the list grows, we will continue to expand this list.
eTail Australia 2024
Dates: 13-15 February 2024
Location: Sheraton Grand Sydney Hyde Park, Australia
eTail Australia is the leading meeting place that brings together Australia and New Zealand's foremost retail leaders. This exclusive event provides a unique opportunity to learn, network, and collaborate with visionary founders, CEOs, CMOs, heads of e-commerce, and digital marketing leaders. Gain practical insights and strategies from industry leaders on:
- Tried and tested retail strategies to survive and thrive amidst interest rate hikes, inflation and other economic forces shaping the Australian retail industry in 2024.
- AI adoption in retail and e-commerce and the wins and regrets of early adopters.
- Navigating the tricky privacy landscape by investing in the right data technology to ensure data clean rooms, consent orchestrations capabilities and proper usage of first party data.
- Creating a standout brand and cultivating consumer thirst in a competitive omnichannel retail world.
- Leveraging on retail media to generate additional revenue and attract more eyeballs to your e-commerce site.
- Creating a business with a heart and giving back to the community.
Industry leaders and experts contributing to this event:
- Ellie Degraeve - Founder, #1 Top 50 People in eCommerce, Go For Zero
- Juan Mendoza - CEO, Martech Weekly
- Michaela Michaut - Group Head of Customer Acquisition, Cotton On Group
- Shannon Clegg - Head of Marketing, Lowes
- Lottie Dalziel - Founder, 2023 NSW Young Australian of the Year and Forbes 30 Under 30, Banish
CMO Summit 2024
Dates: 20-21 February 2024
Location: The Star Gold Coast
The CMO Summit is an invitation-only, premium forum bringing together leading marketing executives, innovative agencies and solution providers. The summit’s content is aligned with key marketing challenges and interests, relevant market developments, and practical, progressive ideas and strategies adopted by successful pioneers.
Some key names on the lineup of speakers set to speak this year include:
- Chantelle Lane - GM Marketing, Bapcor Specialists Group
- Angela Greenwood - CMO, Youi Insurance, APC Marketing Academy Fellow 2023
- Astrud Burgess - CMO, ANZ Group
- Joanna Robinson - CMO, THE ICONIC
- John Clay -Non-Executive Director, Australian Marketing Institute
- Wendy Mak - CMO & GM, Sustainability & Stakeholder Communications Link Group
Sydney SEO Conference 2024
Dates: 1 March 2024
Location: Crown Sydney
In April 2023, Sydney SEO Agency hosted one of the largest Search Engine Optimisation conferences in Australia. This year, Prosperity Media will host another SEO Conference packed with information on SEO applications in retail and e-commerce. Level up your businesss and gain connections and opportunities with 400 SEOs, Digital Marketing Managers, PPC Managers, Business Owners, Affiliate Marketers, and eCommerce Managers attending this conference.
Some key names on the lineup of speakers set to speak this year include:
- Jes Scholz – Marketing Consultant
- Nik Ranger – Senior SEO Consultant, Dejan Marketing
- Greg Gifford (USA) Chief Operating Officer, Search Lab USA
- Sally Mills – Senior SEO Lead, InfoChoice Group.
- Regan McGregor – SEO Lead, Airtasker
- Dejan Mladenovski – Programmatic SEO Expert
Retail Fest AUS
Dates: 16-18 April 2024
Location: Gold Coast Convention Centre, Gold Coast
Retail Fest AUS offers a valuable opportunity for business professionals seeking knowledge, networking, and valuable content to elevate their ventures. With a commitment to delivering high-quality and useful experiences, attendees can learn from dynamic speakers, engage in meaningful workshops, and connect with exhibitors and like-minded peers, fostering an environment of shared experiences and continuous improvement.
This isn’t your average retail conference … it’s where you go for killer growth strategies!
Some key names on the lineup of speakers set to speak this year include:
- Marcus Murphy - Digital Innovator. 5ive
- Julie Mathers - Game Changing Leader, flora&fauna
- Olivia Carr - Founder & Leader, Shhh Silk
- Kai Sakakibara - Ispirational Athlete
Digital Marketers Australia
Dates: 9-10 May 2024
Location: Amora Hotel Riverwalk, Melbourne
Take your digital marketing game to the next level with Digital Marketers Australia.
Digital Marketers Australia is the place where Australia's top digital marketers gather to learn, network, and grow. From absorbing mastermind-level content on stage to exploring an exhibition floor overflowing with career-advancing opportunities, this conference is your ticket to push your career forward on the Gold Coast!
The conference will be focusing specifically on digital marketing to help grow your business or client’s businesses. Watch speaker’s breakdown campaigns step by step, so you can roll out strategies that are working right now.
Online Retailer Conference & Expo
Dates: 24-25 July 2024
Location: ICC SYDNEY
The Online Retailer Conference & Expo is a must-attend event for professionals seeking a tech-led future in retail.
Online Retailer Conference & Expo is the #1 meeting destination for the ecommerce industry to access the relevant strategic insights, solution providers, technologies and connections that make a positive difference to your business - no matter what stage of online retail you are in. With opportunities for the entire team to attend and gain key insights, this event is a must for those aiming to drive high performance within their business and stay at the forefront of the evolving retail landscape.
eTail Connect
Dates: 24-25 September 2024
Location: Melbourne
Join senior-level decision makers from Australia’s leading retailers and level up your ecommerce and digital marketing strategies. eTail Australia positions itself as “Your only opportunity to learn from and network with Australia’s leading eCommerce and digital marketing retail leaders at one time”. eTail Australia is broken into interactive roundtables, workshops & networking with some of the brightest minds in eCommerce & retail digital marketing.
SEO (Search Engine Optimisation) isn’t just for driving organic traffic; it’s the secret sauce that can supercharge your ad performance, turning a good campaign into a great one. Done right, it makes your ads more effective, and perfectly aligned with what your customers are searching for. Let’s dive in!
1. Optimise Your Product Pages for Keywords
Optimising your product pages for the right keywords directly improves your ad Quality Score or relevance metrics.
Actionable Tips:
- Use Long-Tail Keywords: Instead of targeting "leather bags," try “handmade vegan leather tote bags.” Tools like Google Keyword Planner or Ubersuggest can help identify relevant long-tail keywords.
- Craft SEO-Optimised Titles: Include primary keywords in product titles while keeping them user-friendly. Example: "Handmade Vegan Leather Tote Bag – Eco-Friendly & Stylish."
- Write Descriptive Meta Descriptions: Meta descriptions appear in search results and influence click-through rates (CTR). Example: "Discover handmade vegan leather tote bags. Stylish, durable, and eco-friendly—shop now with free delivery!"
Maria Harutyunyan from Loopex Digital recommends to "Choose high-converting, long-tail keywords that align with user intent. Tools like Google Keyword Planner or SEMrush can help identify low-competition, high-ROI keywords. Match your ad copy and landing page content to these keywords for better quality scores."
Why It Works:
Search-optimised pages align better with ad platform algorithms, improving Quality Score and lowering CPC (Cost Per Click). They also increase organic traffic!
2. Speed Up Your Shopify Store
Page speed is a critical factor for both SEO rankings and ad performance. A slow-loading landing page can harm your conversion rates and ad scores.
Actionable Tips:
- Use a Speed Test Tool: Tools like Google PageSpeed Insights or GTmetrix will identify speed issues.
- Compress Images: Shopify apps like TinyIMG or Crush.pics reduce file sizes without affecting quality.
- Minimise Apps: Keep only essential apps to avoid unnecessary bloat.
- Use a CDN: Shopify uses a CDN (Content Delivery Network), but further optimisation can be achieved using apps like Cloudflare.
Why It Works:
Google Ads favours fast-loading pages, and Facebook penalises slow ones with lower relevance scores. A faster site also results in happier customers and higher conversion rates.
3. Implement Structured Data
Structured data helps search engines and ad platforms better understand your content, improving visibility in search results and enabling richer ad formats.
Actionable Tips:
- Use Shopify apps like JSON-LD for SEO or Smart SEO to easily add structured data.
- Focus on Product Schema to highlight key details like price, reviews, and availability.
- Example:
{
"@context": "<https://schema.org/>",
"@type": "Product",
"brand": "Your Brand Name",
"description": "Eco-friendly vegan leather tote bag perfect for daily use.",
"image": "<https://example.com/path-to-image.jpg>",
"name": "Handmade Vegan Leather Tote Bag",
"offers": {
"@type": "Offer",
"availability": "<https://schema.org/InStock>",
"price": "49.99",
"priceCurrency": "GBP"
}
}Why It Works:
Structured data improves your chances of appearing in rich snippets (such as star ratings) in search results, which can boost CTR by up to 30%.
4. Leverage Internal Linking
Internal links distribute page authority across your site and guide visitors (and search engines) to key pages.
Actionable Tips:
- Link from blog posts to product pages. Example: In a blog post about "Best Back-to-School Accessories," link to your school backpacks.
- Use descriptive anchor text like “vegan leather backpacks” instead of “click here.”
- Create a Shop All page to centralise product links, boosting authority for that page.
Why It Works:
Internal linking not only enhances your SEO ranking but also keeps users on your site longer, increasing the likelihood of conversions from ad traffic.
5. Optimise for Mobile
Over 70% of Shopify traffic comes from mobile devices. Mobile-friendly stores perform better in SEO and ads.
Actionable Tips:
- Choose a mobile-optimised Shopify theme.
- Ensure CTAs (Call to Actions) like “Add to Basket” are easily tappable.
- Preview your landing pages on mobile before launching ad campaigns.
Why It Works:
Google prioritises mobile-first indexing, and mobile-friendly sites convert better, particularly for ad-driven traffic.
6. Write SEO-Focused Blog Content
A blog with strategic content can help drive organic traffic, build trust, and provide a better context for retargeting campaigns.
Actionable Tips:
- Create buyer-centric blog posts. Example: "How to Care for Vegan Leather Bags."
- Add internal links to your products within the blog.
- Use keywords naturally throughout the post.
Example:
A Shopify store selling yoga mats published a blog titled "5 Benefits of Using Eco-Friendly Yoga Mats." By linking back to their best-selling yoga mats, they saw a 25% increase in retargeting conversions from blog visitors.
7. Monitor and Improve Bounce Rates
Bounce rate indicates how quickly visitors leave your site. High bounce rates signal poor user experience to search engines and ad platforms.
Actionable Tips:
- Use tools like Google Analytics to identify high-bounce pages.
- Add exit-intent popups offering discounts to hesitant buyers.
- Ensure product pages answer common questions upfront, such as delivery times or return policies.
Why It Works:
Lower bounce rates boost ad relevance scores, reduce CPCs, and improve conversions.
8. Retarget Organic Visitors with Ads
SEO and ads work together brilliantly when you retarget visitors who found you organically.
Actionable Tips:
- Use Facebook Pixel and Google Analytics to segment organic traffic.
- Retarget with ads showcasing the exact products they viewed, adding urgency with limited-time offers - Blend AI can do that for you.
9. Using Google Search Console to Boost Your E-Commerce SEO
Google Search Console is a powerful, free tool that helps you monitor and improve your site’s SEO performance. Here’s how to use it effectively for your online store.
Actionable Tips:
- Submit Your Sitemap to Google Search Console’s "Sitemaps" section to make it easier for Google to crawl your site. Use tools like Website Planet’s WebTools to analyze your sitemap.
- Analyze SEO Metrics for Products and Categories. The "Performance" tab shows clicks, impressions, and rankings for individual pages, helping you understand which products or categories perform best.
- Identify and Fix SEO Issues. The "Coverage" report highlights errors, like product pages excluded from indexing or duplicate content issues. Fixing these can improve your rankings.
- Check the "Core Web Vitals" report to ensure your product pages load quickly and provide a good user experience, especially on mobile.
- Track Backlinks to Your Store. The "Links" section shows websites linking to your store. Focus on building high-quality backlinks to boost your domain authority and visibility.
Get ready for Black Friday Cyber Monday (BFCM) success with our 60-day checklist. Whether you're fine-tuning campaigns or optimizing product pages, this guide ensures you’re hitting the key deadlines for maximum sales. Start filling your funnel and building momentum to outperform last year’s results.
Key Deadlines for a successful BFCM
✅ October 1st: Finish 60-Day Plan
✅ October 20th: Launch Initial Campaigns Start Filling that Funnel
60-Day Black Friday Checklist
By October 1st
Your Top Priorities:
1. Analyse Last Year’s Performance ⭐
Set a baseline using Shopify’s reports. Navigate to Analytics > Reports, select the “Black Friday Cyber Monday” period, and review:
• Top Selling Products: Ensure the top-performing products from last year are in stock and consider promoting them again if they’re still relevant.
• Sales and Sessions by Traffic Source: Check which channels drove the most sales and traffic. Ensure these channels are still active and align with your 2024 strategy.
2. Launch Initial Campaigns ⭐ by October 20th
Now is the perfect time to kick off your top-of-the-funnel (TOF) campaigns to build awareness and attract potential customers before launching Black Friday campaigns. Blend AI will launch full-funnel campaigns for you in seconds.
3. Start Building Your Email List ⭐
Use pop-ups and incentives such as discounts or free shipping to start collecting as many emails as possible in the lead-up to Black Friday. These will be invaluable for retargeting down the line. Don’t forget this is essentially free retargeting.
4. Create your discounts, bundles and deals ⭐
Offer deals based on last year’s top-sellers. Use early discounts, bundles, and tiered offers to drive sales and maximise profits. Here are the 20 popular discount types for Black Friday.
Don’t Forget These Essentials:
✅ Spy on Competitors
Research your competitors’ tactics from last year. Plan to outdo them. Look for their ad strategies, product offerings, and any gaps you can exploit. Here you can see your competitor’s Facebook ads and Google ads.
✅ Plan Your Content
Develop content themes and timelines for ad creatives, emails and social posts leading up to Black Friday. Ensure your messaging is consistent and builds anticipation.
✅ Develop a Customer Support Plan
Ensure your team is ready to handle increased traffic and inquiries. Consider using Shopify Inbox or another live chat app to provide real-time assistance. This can significantly reduce cart abandonment rates by answering customer queries immediately.
✅ Evaluate Your Checkout Process
Simplify and test your checkout process. Any friction can cost you sales. Remove unnecessary steps and offer guest checkout to reduce cart abandonment.
✅ Audit Your Website’s Speed
Slow websites lose sales. Use tools like Google PageSpeed Insights to ensure your site is fast. Aim for a load time of under 3 seconds and fix any bottlenecks.
✅ Display Reviews & Sync to Merchant Centre
Ensure reviews and testimonials are present on your site to boost credibility. Use tools like Judge.me to display authentic customer feedback prominently and sync with Google Merchant Centre so they appear with your product ads.
✅ Update Return Policies
Clear, customer-friendly return policies can reduce buyer hesitation. Make sure they are easily accessible and communicated during the checkout process.
✅ Launch Countdown Timers
Add countdown timers to your site. Create urgency and anticipation. Place them on product pages, banners, and in email campaigns to remind customers of the ticking clock. Here is a FREE countdown timer bar for Shopify stores.
✅ Optimise Product Pages
Update product descriptions, titles, and images for SEO and improved conversions. Every detail counts. Focus on benefits, not just features, and use high-quality images to showcase your products.
✅ Set Up Retargeting Campaigns
Begin creating retargeting ads for potential customers who visit but don’t convert. Use dynamic ads to remind them of products they viewed or left in their cart using tools like Blend AI and Pulse.
Google Ads promo codes (also known as coupons or vouchers) offer new advertisers a chance to gain ad credits to boost their campaigns. In 2024, the most common offer is “Spend $500, get $500”. Here’s a complete guide on how to redeem and maximise this opportunity.
Google Promo Codes - Nov 2024 Update
United States
3 New Offers:
- Spend $500 - Get $500
- Spend $1500 - Get $1500
- Spend $3000 - Get $3000
United Kingdom
3 New Offers:
- Spend £400 - Get £400
- Spend £1200 - Get £1200
- Spend £2400 - Get £2400
Australia
3 New Offers:
- Spend $600 - Get $600
- Spend $1800 - Get $1200
- Spend $3600 - Get $1800
Terms and Conditions
1. Eligibility: Promo codes are available for new Google Ads accounts or accounts that have been inactive and meet specific criteria. You typically cannot request a code, as they are given as part of specific offers from Google or its partners.
2. Setting Up Your Account: Ensure that your billing information is entered. Without billing information, the promo code won’t apply.
3. Redeem the Code:
- Enter your promo code on the Promotions page under Billing in Google Ads.
- You must meet the spend threshold (e.g., spend $500 to receive $500 credit) within a set time frame, typically 30 days. Only spend after entering the code will count toward this requirement.
4. Track Your Progress:
- Visit the Promotions page in your account to check the status of your promo code. You can see if it’s "Active", "Redeemed", or "Processing", and how much of the credit is left.
- You can also monitor the expiration date, which is usually 60 days after the credit is applied.
Google Promo Code Restrictions
Promo credits can only be used for advertising, and any remaining credit cannot be refunded if you cancel your account. Promo codes are non-transferable, meaning they cannot be moved between accounts or users, and they will expire if the requirements aren’t met.
Reactivation Offers
Google Ads also provides $1200 promo codes for reactivating paused or inactive accounts. These codes offer substantial ad credits to businesses that want to restart their campaigns, but eligibility depends on the specific terms of the offer.
Feature-Specific Promotions
Sometimes, Google grants new credits to promote new features. For instance, in the past, Google has offered $500 credits to encourage advertisers to launch Performance Max (PMAX) campaigns, highlighting the importance of adopting these new features early.
Regional Considerations: AU, US, and UK
◦ The promo terms in Australia (AU), United States (US), and United Kingdom (UK) are similar, though there may be minor regional variations, particularly in currency and spending limits. Check your local Google Ads policy for exact details. https://support.google.com/adspolicy/answer/1396257
Recently Redeemed Offers
At Blend AI we are continuously monitor Google Ads Promos to make sure our clients make the most our of their budgets.
The list below is a summary of the recently redeemed google ads promo codes via Blend AI platform.
FAQs on Google Ads Promo Codes
1. Am I eligible for Google Ads promotional credit?
You are eligible if you’re a new advertiser or reactivating an inactive account. Promo codes are generally not available for existing active accounts unless otherwise specified in the offer
2. Can I get a promotional code if I already have an active Google Ads account?
No, creating a new Google Ads account while having an active one won’t make you eligible. Google limits promo codes to one per customer. However, you may qualify if you reactivate an inactive account or enable new features as stated in the offer.
3. How do I avoid extra charges after using the promo?
You can pause your ads before the promotional credit is exhausted. Be aware that Google won’t notify you when the credit runs out, so it’s important to check your ad spend regularly.
4. When is the promotional credit applied?
Once you meet the required spend and all eligibility checks are completed, the credit will be applied within 35 days to your account’s billing summary.
5. Does the promo credit expire?
Yes, promo credits usually expire 60 days after they’re applied, unless specified otherwise. You can track expiration dates under the Promotions tab.
6. What happens if I use a different currency for my Google Ads account?
If your Google Ads account operates in a different currency from the promo credit, foreign currency fluctuations may affect the spend requirement and the actual promo credit applied.
7. Are there restrictions on the promotional credit?
Yes, the promo credit cannot be transferred, refunded, or used for taxes or fees. If a billing transfer occurs, the active promo credits will expire and cannot be transferred to the new account owner.
When it comes to optimising Google Ads, understanding the nuances of bidding strategies is essential to achieve your campaign objectives. This article will break down Max Conversions, Max Conversion Value, and Target ROAS (tROAS)—highlighting how each approach works, when to use them, and the key differences between them.
1. Max Conversions: Focus on Volume
The Max Conversions strategy aims to get as many conversions as possible within your set budget. This strategy doesn’t discriminate between the values of those conversions, meaning every conversion—whether it’s a $10 product or a $1,000 product—gets the same weight.
When to use Max Conversions:
- If your campaign focuses on lead generation (e.g., form submissions, newsletter signups).
- When you're selling low-ticket products with uniform pricing (e.g., skincare products priced around $30 each).
- For awareness or trial campaigns, where the goal is to maximise actions regardless of purchase value.
Example:
Imagine you are running a campaign for an online store that sells accessories like hats, socks, and scarves—all priced between $10 and $15. Using Max Conversions ensures you capture as many buyers as possible, prioritising volume over revenue per transaction.
Watch out for:
While this strategy drives volume, it doesn't account for conversion value differences. For example, if you also sell premium products but use Max Conversions, the algorithm may still prioritise cheaper products, even though those bring in less revenue.
2. Max Conversion Value: Optimising for Profit
In contrast, Max Conversion Value aims to maximise the total value of your conversions rather than their quantity. It focuses on finding higher-value conversions, even if it means sacrificing volume.
When to use Max Conversion Value:
- If your objective is profitability, not just transactions.
- When your product catalogue includes a wide price range (e.g., from $50 to $3,000).
- If you have a good understanding of customer lifetime value (CLV) and want to attract high-value customers.
Example:
Imagine you are selling products like sunglasses, watches, and electric bikes, with prices ranging from $100 to $3,000. A Max Conversion Value strategy will direct the budget towards customers more likely to buy the $3,000 electric bike, rather than focusing on cheaper sunglasses.
Potential pitfall:
This strategy works best when your conversion tracking is accurately set up. Assigning values to the wrong events (e.g., giving too much importance to newsletter signups) could lead the algorithm to prioritise the wrong actions, reducing the effectiveness of your campaign.
3. Target ROAS (tROAS): Balancing Returns with Precision
Target ROAS (Return on Ad Spend) allows advertisers to set a specific return they expect for every dollar spent on ads. The algorithm optimises towards reaching that target by adjusting bids dynamically, focusing on transactions that meet or exceed your desired ROAS threshold.
When to use tROAS:
- If you need to maintain a specific profit margin across your campaigns.
- For multi-category stores, where you need to ensure a minimum profitability threshold across different products.
- When your attribution windows vary, and you need the algorithm to learn from patterns in high-ticket sales.
Example:
Imagine you operate an online shop selling electronics, with both low-margin items like phone cases ($15) and high-margin items like laptops ($1,500). You can set a tROAS of 500%, meaning you want $5 in revenue for every $1 spent. This strategy ensures the algorithm finds high-value customers while respecting your profitability goals.
Pro tip:
Starting with a lower tROAS target (e.g., 300% instead of 800%) allows the algorithm to gradually learn and find opportunities across all product ranges. As the campaign progresses and the algorithm gathers more data, you can increase the tROAS to optimise for higher returns.
Key Differences and Choosing the Right Strategy
Conclusion
Choosing the right bidding strategy in Google Ads depends on your campaign goals. If you're looking for volume, Max Conversions might be the way to go. If profitability is your primary concern, Max Conversion Value will focus on high-ticket transactions. And for campaigns with strict profitability targets, tROAS allows you to fine-tune performance based on return expectations.
At Blend AI, we’ve seen that combining these strategies across different campaigns—depending on product range, audience segmentation, and business objectives—yields the best results. Using the right bidding strategy at the right time ensures that every dollar spent contributes meaningfully to your bottom line.
If you’re unsure which strategy to use or need help optimising your campaigns, reach out to our experts at Blend AI. We’ll help you navigate the complexities of Google Ads and ensure your ad spend is working harder than ever!
