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DTSTART;TZID=Europe/Sofia:20260702T190000
DTEND;TZID=Europe/Sofia:20260702T200000
DTSTAMP:20260624T032529
CREATED:20260612T170244Z
LAST-MODIFIED:20260612T170246Z
UID:2624-1783018800-1783022400@www.womeninmarketing.bg
SUMMARY:Community Workshop #7: Google Ads Crash Course: The Marketer's Guide - Start Smart\, Avoid the Traps
DESCRIPTION:About this session\n\n\n\nA hands-on\, no-fluff session that gives marketers a clear\, practical foundation in Google Ads — so you can launch smarter\, spend more efficiently\, and stop making the mistakes that quietly drain your budget. \n\n\n\nDuration: ~60 minutes  \n\n\n\nSuitable for: Marketers with digital marketing experience who want to understand how Google Ads works and how to use it effectively \n\n\n\n\n\n\n\nWhat we’ll cover: \n\n\n\n\nHow Google Ads works — the auction model\, Ad Rank\, and Quality Score; why the highest bid doesn’t always win and how ad quality reduces costs\n\n\n\nGoogle Ads vs. Meta Ads — the difference between capturing demand and creating demand\, and how the two channels work together in the marketing funnel\n\n\n\nCampaign types — Search\, Shopping\, Video\, Display\, Demand Gen\, and Performance Max; when to use each and why you should start with Search only\n\n\n\nKeywords and Match Types — the difference between Broad\, Phrase\, and Exact Match; how to avoid the most common mistake (Broad Match with a small budget) and why negative keywords are just as important\n\n\n\nBudget and bidding strategies — the Rule of Two (a quick test for ad profitability)\, minimum budget\, and when to use Maximize Conversions vs. Target CPA\n\n\n\nWriting effective ads — the structure of a Responsive Search Ad\, 5 rules for high performance\, and why Ad Strength is not a performance metric\n\n\n\nTop 8 costly mistakes — from missing conversion tracking to blindly following Google’s recommendations\n\n\n\nHow to launch and optimise — a step-by-step launch checklist and a weekly/monthly/quarterly optimisation plan\n\n\n\nMetrics that actually matter — ROAS\, Impression Share\, Quality Score\, and why you should ignore Optimisation Score\n\n\n\n\n\n\n\n\nWhat participants will take away: a practical framework for building Google Ads campaigns\, a clear understanding of which mistakes to avoid\, and a concrete action plan — whether they manage campaigns themselves or work with an agency. \n\n\n\nAbout the speaker\n\n\n\nNadya Koseva is a Growth Marketing Manager with over 15 years of experience in PPC strategy\, performance optimization\, and acquisition growth for SaaS and digitally-oriented companies. \n\n\n\nHer career spans work at a UK-based agency (The Brains) and in-house roles at companies such as Studio Moderna\, Trading 212\, Advent Group\, and Hostify\, giving her an end-to-end perspective on how performance marketing works — from campaign structure and conversion tracking to optimization and reporting. \n\n\n\nShe currently works as Growth Marketing Manager at Hostify — a short-term rental management platform used by thousands of property managers worldwide.
URL:https://www.womeninmarketing.bg/event/community-workshop-7-google-ads-crash-course-the-marketers-guide-start-smart-avoid-the-traps/
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ORGANIZER;CN="Women in Marketing - Bulgaria":MAILTO:team@womeninmarketing.bg
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DTSTART;TZID=Europe/Sofia:20260716T190000
DTEND;TZID=Europe/Sofia:20260716T200000
DTSTAMP:20260624T032529
CREATED:20260120T182907Z
LAST-MODIFIED:20260612T170346Z
UID:2273-1784228400-1784232000@www.womeninmarketing.bg
SUMMARY:Community Workshop #8: Repositioning from B2C to B2B: How a consumer brand redefined its identity
DESCRIPTION:About this session\n\n\n\nThis workshop explores the real-world case study of TP-Link\, a global leader in consumer networking\, and its strategic repositioning into the B2B and SMB space.Participants will gain an inside look at how a well-established consumer brand redefined its identity\, messaging\, and go-to-market approach to successfully address business audiences\, without losing the core strengths that made it a market leader.We will walk through the key strategic decisions behind the transformation\, the challenges and hiccups along the way\, and the best practices that ultimately drove success. The session will also highlight practical lessons and frameworks applicable to brands navigating repositioning\, category expansion\, or audience shifts. \n\n\n\nAbout the speaker\n\n\n\n PR and marketing expert with over 5 years of experience in building successful communication strategies for various brands and events. My professional path went through an agency\, an industry organization and a leading technology company\, which gave me an insight into both the corporate and agency side of communications. I have also successfully managed the media presence of international conferences in the automotive industry. I have worked on both B2B and B2C campaigns\, with a focus on media and strategic positioning and effective storytelling.
URL:https://www.womeninmarketing.bg/event/community-workshop-7-repositioning-from-b2c-to-b2b-how-a-consumer-brand-redefined-its-identity/
CATEGORIES:Community Workshop
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