ZOOM ON EVENTS

Example of banner on a Google affiliate website.

Product sheet displayed within the SERP.

Example of Gmail Ads.

Display advertisements include a wide range of formats (leaderboard, large rectangle, medium rectangle, skyscraper, etc.). The advertiser can choose the type of website on which to show their ad or even select a specific website from those affiliated with Google.

Google Shopping Shown both in the SERP and in the Shopping section, Google Shopping campaigns consist of an image of the advertised product and a short string of text that provides users with information about the product model, cost and seller.

Gmail Ads These are advertisements that can be viewed in the Gmail inbox of a selected user based on different targeting criteria. If the user clicks on the ad, a page very similar to a real email will open, complete with text, images or videos.

YouTube ads The video format is becoming increasingly popular thanks to its ability to attract the attention of users and convey a message to them in a more direct and captivating way thanks to the combination of images, text and sound effects. These ads are typically shown on YouTube before (pre-roll), during (mid-roll), or at the end (post-roll) of an organic content.

Set a limit for our budget

Google’s advertising platform allows us to set our daily and monthly spending limit in order to choose how much we want to spend. During the progress of the campaign, it is possible to monitor performance and make real-time changes to the budget according to the performance of the campaign. However, even before proceeding with the publication of the campaign, Google Ads will show a forecast of the results we will obtain based on the budget, the number of users to reach and the type of campaign.

Google Ads uses three costing systems. The most famous is the pay per click (PPC) system, i.e., the advertiser pays only when the user performs a certain action, for example, if they click on our ad to visit the website, call our store or view directions to reach it. However, there is the possibility of setting campaigns based on the cost per mille (CPM) system, which determines a fixed cost per one thousand impressions, and on the smart bidding, a system based on machine learning that tries to predict the trend of each auction.

Monitor the results

Last but not least, it is very important to monitor the progress of the campaign through the reports that can be viewed within the platform. This information is extremely useful both during the campaign, to check if there are changes to be made to improve the performance, and at the end of the campaign to see if the ad has achieved the results we wanted and draw conclusions create even better ads in the future. If we realize that the campaign is not giving the desired results, it is even possible to stop it permanently or pause it for a certain period of time.

Conclusions

Now that we know how it works and what types of ads Google Ads offers, all we have to do is put theory into practice and start creating our first advertising campaign on Google. As we have repeated many times, in marketing there is no perfect recipe: we need to experiment to understand what our target is most interested in, which are the most captivating formats for our potential customers and how to best manage the budget to reach the right target.

Example of YouTube ads.

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Complex Robot Applications Simply Implemented

Doris Schulz

SCHULZ. PRESSE. TEXT., Korntal – Germany ds@pressetextschulz.de

As digital transformation progresses, the trend toward robotics is picking up speed. However, the time and costs involved in programming the various robot models makes many companies think twice about using automated multi-axis motion robots. acp systems AG is an expert when it comes to demanding automation tasks. Using the innovative software from ArtiMinds RPS, the motion paths of any robot model from any manufacturer can now be programmed intuitively. Not only does this make robot-based automation much simpler, faster and more efficient, it also allows applications to be realized that were previously impossible.

© acp systems AG

Programming the motion paths in an intuitive and manufacturer-independent way not only makes robot-based automation easier, faster and more efficient. It also allows applications to be realized that used to be impossible.

Whether it’s complex cleaning operations with the dry quattroClean snow-jet technology, the application of flexible foils and substrates to curved surfaces, or the high-precision grinding and polishing of free-form surfaces - these are just a few of the typical tasks that robots are capable of performing efficiently, reliably and reproducibly. Despite this, manufacturing companies with low to mid-sized product volumes, an extensive or frequently changing range of parts, or which process complex components, are often particularly reluctant to implement robots. The reason for this is not the hardware - a wide variety of robots are now available at comparatively low cost. The stumbling block is planning, compiling and maintaining the robot programs. Up till now, this involved a great deal of effort as well as manufacturer-dependent programming specialists, which also cost a lot of money. Programming complex motion sequences for sensor-based applications is a particular challenge.

© acp systems AG Fast and efficient programming with innovative tool

acp systems AG, which specializes in complex automation tasks, such as those encountered in industrial parts cleaning and surface treatment as well as microdosing and the development of intelligent handling solutions, has overcome these hurdles with the innovative software solution from ArtiMinds Robotics. The ArtiMinds Robot Programming Suite (RPS) makes it possible to intuitively program robots from many different and well-known manufacturers, including the compatible peripheral hardware such as grippers, cameras and force-torque sensors, without you having

The ArtiMinds RPS software solution makes it easy to program robots, including the respective peripheral hardware such as grippers, cameras and force-torque sensors.

© acp systems AG

The ability to incorporate CAD data for path generation and sensory components means that robot programs can be adapted quickly and efficiently to different component geometries.

to write a single line of code yourself. To this end, offline and online programming are seamlessly combined, enabling programs to be efficiently generated and consistently planned, programmed and put into operation.

Solve complex automation tasks easily

The following example illustrates the resulting advantages. During the automated quattroClean process to clean strongly-structured components with free-form surfaces, undercuts, and integrated pipes, the robot must be capable of precisely traversing complex path curves and geometries. Using conventional techniques to program and align these motion sequences is extremely difficult and time-consuming and requires a great deal of expert knowledge. In contrast, CAD parts data can be easily imported into the 3D simulation environment and offline programming with the ArtiMinds RPS software tool, which then generates the necessary motion paths automatically. The sequence of the various processes, i.e. the movements and work steps that the robot has to perform during cleaning, is generated by dragging and dropping pre-programmed function modules. The robot’s teach-in mode can then be used to align the sequence to the part and thus test the program. In the last step, the generated program is automatically translated into the robot’s target language. Supplemented by process- and task-specific parameters, such as jet time, pressure and volume flows for carbon dioxide and compressed air, as well as the number of jet nozzles, the application can be effectively automated with robots in a comparatively short time. When applying foils and substrates, including touch foils and flexible PCB’s to curved surfaces, it is essential to avoid air pockets or particulate contamination. In addition, the robot has to peel off the protective layer without damaging the foil underneath. To ensure this, the robot has a gripper modeled on the human hand that holds

© ArtiMinds

Offline and online programming are seamlessly combined so that programs can be efficiently generated and consistently planned, programmed and put into operation.

the foil as a roll and applies it to the surface without entrapping any air. This task is also one of the applications that places high demands on robot programming when it comes to automation. Up till now, numerous costly programming hours, extensive test runs, and adjustments were required to precisely adapt the motion path to the respective free-form surface. The fact that CAD data for path generation and sensory components can be integrated promises to significantly simplify and shorten robot programming for these applications as well. In addition, any necessary changes can be made quickly and efficiently in-house.

About acp systems

Based in Germany, acp systems AG is a global technology leader in advanced clean production, related process automation and systems integration. Core technologies include quattroClean snow jet cleaning, microdosing and intelligent handling solutions for flexible materials and foils. The company’s patented quattroClean technology is a dry, gentle and resource-saving process, which removes particulate and filmic contamination from almost any technical material. It is also suitable for cleaning electronic and electromechanical components with reproducible results. The scalable quattroClean system can be used for full-surface or partial cleaning, e.g. to selectively clean welding, bonding, and sealing surfaces. Since 1997, acp systems AG assists its customers in developing, planning and integrating highly automated production processes, especially in the electronics, medical and automotive industries.

About ArtiMinds

ArtiMinds Robotics develops software solutions to standardize and continuously optimize workflows for integrating and using industrial robots. The aim is to simplify the programming and operation of industrial robots as well as to enable cost-efficient integration and maintenance and flexible automation processes. The company sees itself as a comprehensive service and solution provider, working with customers to implement complex robot projects using PLCs, sensors and electric grippers. With a team of over 40 employees and around 20 international sales partners, ArtiMinds Robotics serves customers from a wide range of industries worldwide.

SPECIALIZED TRAINING

ipcm® Academy Updated its 2022 Training Programme

Giorgia Ricchiuti ipcm®

ipcm® Academy, which has been active for over ten years in the training of specialised professionals in the field of surface treatments, has updated its training programme by adding new topics to integrate its course for Industrial Surface Finishing Process Technologists. Let us take a closer look at all the innovations presented during the last Digital Open Day.

ipcm® Academy, the training division of EOS Mktg&Communication, the publisher of the ipcm® magazines, presented its course programme for the year 2022 during the Digital Open Day held on 26 January. During this digital event, the topics that make up the training course were discussed and analysed while highlighting some new features and there was a detailed presentation of the professional role of Industrial Surface Finishing Process Technologist, which is included in the Regional Framework of Professional Standards of the Lombardy Region, and the possible job opportunities for this newly recognised role in the European work landscape. ipcm® Academy training director Paolo Rami, an expert in the design and approval of anti-corrosion processes and the analysis of specific problems and defects in coating processes, gave comprehensive answers to the questions of the participants at the digital Open Day. Finally, all the alternative attendance options were presented, as well as the possibilities offered for financing the registration fee for companies, unemployed people, and redundancies and the 5% discount offered to those who enrol in either the complete course or the individual thematic days by 28 February 2022.

2022

academy

CORSI DI FORMAZIONE

TECNICO DEI PROCESSI DI FINITURA INDUSTRIALE DELLE SUPERFICI

Corso di formazione riconosciuto dalla Regione Lombardia con valenza nazionale ed europea

IL CORSO RIENTRA NEGLI INTERVENTI DI FORMAZIONE CONTINUA DI REGIONE LOMBARDIA ED È ACCREDITATO PER IL FINANZIAMENTO A FONDO PERDUTO ATTRAVERSO L’EROGAZIONE DI UN VOUCHER FORMATIVO

Realizzato in collaborazione con ASP G. Mazzini - Associazione Scuole Professionali ente accreditato ai servizi formativi e al lavoro da

© ipcm © ipcm © ipcm

Paolo Rami, the first from left, during a lesson with his students. Pasquale Roberti - since 2016, a lecturer at ipcm® Academy - showing quality control solutions to the trainees. Luca Maitan is a new lecturer of the ipcm® Academy’s courses.

The course structure will not change

This year, the training will consist of two sessions of 100 hours each as usual: one will take place from April to June 2022 and the other from September to November 2022. Each session consists of 12 days in total and it includes a theoretical part, in which specific topics are presented in depth, and a practical part with demonstrations and tests for quality control, through the use of professional tools and the control of samples, with direct interaction of the participants. Upon completion, the trainees will be able to sit the final exam, at the end of which, if successful, they will receive the Industrial Surface Finishing Process Technologist certificate, valid at both the national and European levels. In order to promote versatile training that is really close to the needs of individual participants, the courses will take place in hybrid mode, i.e. both in the classroom, at Innovhub’s headquarters in Milan, and online.

What’s new in 2022

Starting with the first session in 2022, the course will include a training day focusing on the coating of plastics, a subject that is now very relevant in the field of surface coatings. This additional training day will provide an overview of the market and an in-depth look at the currently available thermoplastic and thermosetting coatings, coating systems, main suppliers, equipment characteristics, cleaning operations, pre-treatment, application, and curing processes, environmental solutions, controls, and plant solutions. A new lecturer who has been in the coating business for over forty years, Luca Maitan, will give this lesson. Thanks to his proven experience in the application of coatings with a focus on plastics, he will discuss the above topics with the course participants on 12 May (first session) and 25 October (second session).

Alternative attendance options

In addition to attending the entire training course, this year too ipcm® Academy will offer a further option: enrolling in individual thematic days, after which a certificate of attendance will be issued. Those who have participated in the ipcm® Academy courses in previous years have the possibility to obtain the Technician certificate by attending the lessons that are missing to complete the whole training course. ipcm® Academy can also organise customised courses to be held at the premises of interested companies with particular needs for the professional training of their staff.

Financing options

Thanks to its collaboration with ASP Mazzini (Cinisello Balsamo, Milan), accredited by the Lombardy Region for the provision of training and orientation services, the training courses offered by ipcm® Academy can count on various financing options: Training vouchers made available by the Lombardy Region and activated directly by companies; Training financed by the endowment system of the Lombardy Region for unemployed or redundant persons; Interprofessional funds, through company membership and participation in company and intercompany training plans.

For further information: https://ipcmacademy.com or send an e-mail to: corsi@ipcm.it

Registration Open for Powder Coating Week 2022

Powder Coating Week will return from 7 to 9 March 2022 in Orlando (FL), United States.

With a strong desire from attendees and exhibitors alike, PCI’s Powder Coating Week 2022 returns to the Renaissance Orlando at SeaWorld® in Orlando, FL, from March 7 -9. The event will again be comprised of three separate programs that offer the perfect combination of training, keynote presentations, technical sessions, tabletop exhibits, roundtable discussions, expert panels, and social activities. Three days packed with all things powder coating. Powder Coating Week 2022 is the best opportunity for everyone involved in powder coating to expand their knowledge and connect with others. The schedule for the week has been condensed and allows Workshop and Custom Coater Forum attendees to visit the Tabletop Exhibition on the first evening. The week begins with PCI’s Powder Coating 101 Workshop on Monday, March 7, and Tuesday, March 8. The Custom Coater Forum will take place on Monday, March 7 as a one-day program. The Powder Coating Technical Conference begins with breakfast and an advanced general session on Tuesday, March 8, and continues with keynote speakers and breakout sessions through Wednesday, March 9. The Tabletop Exhibition will be open Monday evening and during Tuesday’s lunch and evening reception to allow attendees from all three events a chance to visit with exhibitors. An engaging closing session on Wednesday morning features Adam Genei from Mobsteel, Detroit Steel Wheel Co. Attendees won’t want to miss Adam’s dynamic and important presentation about workforce. “We are so excited to return to the Renaissance Orlando in March where we have had excellent Powder Coating Week events the past several years. We are even more excited about the growth and diversity this event is seeing,” says Kevin Coursin, PCI Executive Director. “We had so many first timers last year as well as those who were just beginning in the powder coating industry. Plus, many of them were younger people who are the future of industrial finishing. We can’t wait to see everyone again in March in Orlando.” Each Powder Coating Week event has a separate registration fee, with available discounted combination fees to attend both the Technical Conference and either the Powder Coating 101 Workshop or Custom Coater Forum. The Powder Coating 101 Workshop and Custom Coater Forum registration fees alone do not include admission to the Technical Conference. Admission to the Tabletop Exhibition is included on Monday evening, March 7 only.

For further information: https://conference.powdercoating.org

© PCI © PCI

Only Few Stands Still Available at PaintExpo 2022

The World’s Leading Trade Fair for Industrial Coating Technology PaintExpo is currently preparing for the next edition, (26-29 April 2022 – Karlsruhe, Germany) with great news, such as a new website.

Preparations are in full swing for the next edition of PaintExpo, the world’s leading trade fair for industrial coating technology, which was unable to take place in 2020 due to the corona pandemic. Leipziger Messe, which took over PaintExpo from FairFair GmbH as of 1 December 2020, is planning PaintExpo as a face-to-face trade fair in Karlsruhe from 26 to 29 April 2022. With round three months still to go, this leading international trade fair already has high registration levels. Around 400 exhibitors have already reserved their space for the upcoming edition of PaintExpo and the exhibitor area is almost booked up. Interested companies can still register and secure one of the few remaining stands.

New and modern website design

The new PaintExpo website has been relaunched with a fresh look. It has all the information you need on registering as an exhibitor. After working hard on the new and modern design during the last weeks and months, the new website of the world’s leading trade fair for industrial coating technology was launched recently, and is characterised by a clear structure and a fresh design as well as interesting and informative content.

About PaintExpo

In 2018 PaintExpo firmly established itself as the world’s leading trade fair for industrial coating technology, with 537 exhibitors from 29 countries and 11,790 trade visitors from 88 countries. One in three exhibitors came from abroad. In addition to German exhibitors, Italy, Switzerland, France, Austria, Belgium, the Netherlands, Turkey, Poland, Great Britain and Denmark were all well represented. Once again PaintExpo will offer a global showcase for the industrial coating industry from 26 to 29 April 2022: “At this year’s PaintExpo, the Who’s Who of the industry will present itself with numerous market and technology leaders in three exhibition halls to exchange information about the latest applications, future technologies and trends in the field of industrial coating. It will cover the entire range of international products and services in the supply chain for industrial coating technology. PaintExpo serves as the trend indicator for visitors both from Germany and from abroad - and is thus once again a must-attend event for the industry,” says Markus Geisenberger, Chief Executive Officer of Leipziger Messe.

For further information: www.paintexpo.de/en

© image & art

HANNOVER MESSE 2022 Rescheduled for Beginning of June

Due to the current situation surrounding Covid, Deutsche Messe AG will stage the world’s leading trade show for industrial technology from 30 May to 2 June. The new date provides exhibitors and visitors with planning security.

Deutsche Messe AG, in close cooperation with the HANNOVER MESSE exhibitor advisory board and partner associations VDMA (Association of German Mechanical and Plant Engineering) and ZVEI (Central Association of German Electrical Engineering and Digital Industry), has rescheduled HANNOVER MESSE 2022 for 30 May–2 June. The show was originally planned for April. “Due to the continuing high incidence in Germany and many neighboring countries, we decided together with our exhibitors to reschedule HANNOVER MESSE. Last year demonstrated that the summer months are best for major events during this pandemic.

© Deutsche Messe AG Right now we cannot predict if the Covid situation will be better by April, so the new date offers our customers the greatest possible planning security so that they can present their innovations at the world’s most important industrial trade show,” said Dr. Jochen Köckler, CEO of Deutsche Messe AG. At the beginning of June 2022, HANNOVER MESSE will be the world’s first major industrial event. Its focus on digitalization and sustainability will stimulate innovative and efficient approaches to production and climate protection. This year’s show runs four days due to the Hannover Exhibition Center’s full event calendar in June. In 2023, HANNOVER MESSE will resume its normal five-day schedule in April. “It is right to postpone HANNOVER MESSE to a later date and allow the vaccination rate to increase, which is in the interest of exhibitors and visitors to the fair. The later date also increases the probability of a bigger audience both nationally and internationally, which benefits everyone. The mechanical and plant engineering sector will present itself in Hannover as a technological enabler of climate protection and digitalization as well as a provider and user of cutting-edge technology for networked and intelligent production,” says VDMA General Manager Thilo Brodtmann. “HANNOVER MESSE is the world’s most important industrial showcase for our companies, so the new date is correct given the current circumstances. We are convinced that in the summer we will reach a larger audience interested in Industrie 4.0 and its contribution to sustainability. With our innovations in automation, digitalization, electrification, and energy efficiency, the electrical and digital industry is guiding the industrial transition to a climate-neutral circular economy. We want to show the broadest possible audience what this path can look like, because we can only master this challenge if we work together. HANNOVER MESSE offers the perfect setting for this,” says Wolfgang Weber, Chairman of the ZVEI Management Board.

For further information: www.hannovermesse.de/en

Courtesy Salone del Mobile.Milano © Diego Ravier

The 60th edition of the Salone del Mobile. Milano moves to June 2022

The 2022 Salone del Mobile’s edition planned for April has been postponed to June.

With a view to organising a sixtieth edition of the Salone del Mobile. Milano that fully reflects the importance of the event, the Board of Federlegno Arredo Eventi, in agreement with Fiera Milano, has elected to postpone the event, which will now take place from 7th to 12th June 2022. Maria Porro, President of the Salone del Mobile.Milano, had this to say: “The decision to postpone the event will enable exhibitors, visitors, journalists and the entire international furnishing and design community to make the very most of an event that promises to be packed with new things, in total safety. As well as celebrating a major anniversary, the event will focus on the theme of sustainability, acting as a showcase for the progress made in this regard by creatives, designers and companies. Moving the event to June will ensure a strong presence of foreign exhibitors and professionals, which has always been one of the Salone’s strong points, and it will also give the participating companies time to plan their presence at the fair as thoroughly as possible given that, as we know, the progression from concept to final installation takes months of preparation. The desire for a Salone is increasingly strong, which is why we are working towards an event that will give everyone an opportunity to enjoy a unique, concrete and exciting experience. We are all really longing for a Salone.”

For further information: www.salonemilano.it

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The smart journal for surface treatments

INTERNATIONAL PAINT&COATING MAGAZINE

ISSN 2280-6083

ipcm digital on

www.myipcm.com

2022

13th Year - Bimonthly

N°73 - JANUARY/FEBRUARY

Innovation and Technology for Three Generations

orbita.it

The smart journal for surface treatments

This magazine is wrapped with a biodegradable and compostable film. Questa rivista è confezionata con un film biodegradabile e compostabile.

LAYOUT/ IMPAGINAZIONE ELISABETTA VENTURI

grafico@ipcm.it

PRINT/ STAMPA ROTOLITO SPA

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EDITORIAL BOARD

Prof. Massimiliano Bestetti:

Department of Chemistry, Material and Chemical Engineering, Politecnico of Milan – Section of Applied Chemistry and Physics

Dr. Franco Busato:

European environmental legislation and new technologies

Prof. Paolo Gronchi:

Department of Chemistry, Material and Chemical Engineering, Politecnico of Milan – Chemical Engineering Section

Kevin Biller

The Powder Coating Research Group

Prof. Stefano Rossi:

Material Engineering and Industrial Technologies, University of Trento - Product Design

Dr. Fulvio Zocco:

Environment and quality

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