Pivotal at brightonSEO
BrightonSEO is one of the biggest events in the digital marketing calendar, bringing together search and performance marketers from around the world. This autumn, Kyryl, our Paid Marketing Specialist, and Emily, our Marketing Strategist, headed to Brighton to learn, connect, and bring back practical insights for the wider Pivotal team.
The conference was packed with sessions covering AI, SEO, PPC, CRO, and the constantly evolving future of search. One theme that came through clearly, and really resonated with Kyryl, was the growing importance of feed optimisation in driving stronger Shopping campaign performance.
Several talks reinforced the idea that your product feed effectively acts as your keyword set and forms the foundation of every successful Shopping campaign. Going beyond the basics was a recurring message, with speakers encouraging marketers to enrich product data beyond the required attributes to improve relevance and visibility. Custom labels were highlighted as a practical way to create smarter segmentation and more effective bid strategies, while regular feed audits were stressed as essential. Even small errors can quickly lead to wasted spend or missed opportunities if they are not addressed.
Another insight that stood out was the shift in where performance marketing work actually happens. With automation handling more in-platform activity, the biggest gains often come from the work done around feeds, CMSs, supplementary data, and site foundations. This closely reflects what we see day to day at Pivotal, where strong performance is usually driven by clean data, well-structured feeds, and systems that are built to scale.
Why It Matters
Learning is a core part of how we work at Pivotal. We see professional development as ongoing, not something that happens once and stops. Attending events like BrightonSEO gives our team the space to learn from industry experts, challenge existing thinking, and bring practical ideas back into the work we do.
Those insights help us refine our approach and make sure the strategies we deliver reflect how search and performance marketing really works today. By continuing to learn and adapt, we can keep improving the work we deliver and the results our clients see.