Measuring Track Measuring Success Overview How do you know if you've been successful with search engines? You can check your "rank" at search engines for particular keywords, analyze log files to see the actual terms people used to reach your web site or make the ultimate jump and "close the loop" by measuring sales conversions and return-on-investment (ROI). This panel explores ways to measure success and what statistics you should really care about. Last part of session offers Q&A; with measuring tool vendors. Moderator: Michael Sack, Executive Vice President & Chief Technology Officer, Inceptor Speaker: Laura Thieme, President and Founder, Bizresearch Q&A; Panelists: Scott Crosby, Google Analytics John Marshall, CEO, ClickTracks.com Jay McCarthy, VP of Product Management & Business Development, WebSideStory Jason Palmer, Vice President of Products, WebTrends Chris Parkin, Sr. Director of Product Marketing, Omniture, Inc.
Organic Track Organic Listings Forum Pose questions to our panel of experts about free "organic" listing issues, plus participate in this session that allows the audience to share tips, tools and techniques. There's no set agenda, so this is an ideal session to discuss any major recent changes with organic listings. Moderator: Danny Sullivan, Editor, SearchEngineWatch.com Speakers: Bruce Clay, President, Bruce Clay, Inc. Todd Friesen, Range Online Media Mike Grehan, CEO, Smart Interactive David Naylor, SEO, Bronco
Advertising Track Ad Copy & Landing Page Clinic This clinic will examine actual ads and landing pages offered up by volunteers from the audience, suggesting changes that may improve clickthrough and conversion. Moderator: Jessie Stricchiola, Founder, Alchemist Media Inc. Speakers: Joe Agliozzo, CEO and Co-Founder, BetterPPC Brad Geddes, Director of SEM, LocalLaunch.com
Clinics Track Site Clinic This interactive session takes volunteers from the audience and examines their web sites live to provide general feedback about improving them to gain more traffic from search engines. It repeats at twice on Day 4. Attend whatever session is most convenient! Moderator: Elisabeth Osmeloski, SEM Consultant Speakers: Thomas Bindl, CEO, OPTOP Matthew Bailey, Web Marketing Director, The Karcher Group Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com
10:15am - 10:45am
Morning Coffee Break
10:45am - 12:00pm
Attendees may choose to attend one of the five sessions offered during this time.
Shopping & Merchant Track Local Search Ads Looking to target a local audience specifically through search ads? This session gets up close with targeting options offer by major players, offering tips, tactics and advice. Moderator: Rebecca Lieb, Executive Editor, the ClickZ Network Speakers: Jake Baillie, Product Manager, TrueLocal Brad Geddes, Director of SEM, LocalLaunch.com Warren Kay, Director, Emerging Products, Yahoo! Search Marketing
Measuring Track Measuring Success Through Phone Calls Many are excited that pay-per-call programs means that searchers can be directly connected to a phone call. But pay-per-call is not required to get those seeing your search ads to make the call. Moreover, many searchers are probably calling you already after seeing your ads. If you're not tracking these leads though call center queries or custom 800 numbers, you might not be measuring conversion properly. This session looks at how to tie calls back to search. Moderator: Detlev Johnson, VP, Director of Consulting, Position Technologies Speakers: Marc Barach, Chief Marketing Officer, Ingenio Ted Carpenter, VP ClickPath Division, Who's Calling Matt Miller, Senior Program Manager, Performics, Inc. Brian Waldman, Vice President of Marketing & Strategy, Merchant Warehouse Jeff Watts, Search & Community Manager, National Instruments
Organic Track Meet The Crawlers Representatives from major crawler-based search engines cover how to submit and feed them content, with plenty of Q&A; time to cover issues related to ranking well and being indexed. Moderator: Danny Sullivan, Editor, SearchEngineWatch.com Speakers: Kaushal Kurapati, Senior Product Manager of Search, Ask Jeeves Tim Mayer, Director of Product Management, Yahoo! Ramez Naam, Group Program Manager, MSN Search
Advertising Track Search Head Or Search Tail? Getting The Mix Right The "head" of the search query stream are those terms that get tons and tons of traffic. Many people go after them for the traffic, only to later discover that with popularity can be a lack of focus and conversion issues. The "tail" of the stream are those queries that may involve only a few visitors per month, but highly focused visitors that convert well. The downside to the tail is that while the traffic overall can be substantial, you've still got to cover a huge number terms, requiring a different strategy than going after a few head terms. This session looks at ways to get the best of both heads and tails. Moderator: Misty Locke, President & Co-Founder, Range Online Media Speakers: Kevin Lee, Executive Chairman and Co-Founder, Did-it.com Harrison Magun, Vice President, Managing Director, Avenue A | Razorfish Search
Clinics Track Link Building Clinic This interactive session takes volunteers from the audience and examines their questions about link building by going live to the web to seek answers and examples. Moderator: Elisabeth Osmeloski, SEM Consultant Speakers: Thomas Bindl, CEO, OPTOP Greg Boser, President, WebGuerrilla LLC Eric Ward, CEO, EricWard.com
12:00pm - 12:30pm
Noon Break
12:30pm - 1:45pm
Attendees may choose to attend one of the five sessions offered during this time.
Shopping & Merchant Track Meet The Local Search Engines Representatives from major local search engines discuss how they operate and answer questions from the audience. Moderator: Rebecca Lieb, Executive Editor, the ClickZ Network Speakers: Jake Baillie, Product Manager, TrueLocal Kevin Dillon, Lead Product Manager, MSN Search Brad Sims, Manager, Local Search & Consumer Experience, Verizon SuperPages
Organic Track SEO Overkill
You've heard the advice about using keywords in titles, more frequently on your pages, that links are important and so on. But thinking a little bit is good, it's easy to go too far into overkill and do too much. This session looks at when you're getting the advice just right and when you've gone into overkill. Moderator: Detlev Johnson, VP, Director of Consulting, Position Technologies Speakers: Matthew Bailey, Web Marketing Director, The Karcher Group Heather Lloyd-Martin, President, North American Division, SuccessWorks International Michael M. Murray, Vice President, eMarketing, Fathom SEO
Advertising Track Auditing Paid Listings & Click Fraud Issues
Did you really get that much traffic from paid listings last month or is something funny going on? Reviewing your paid traffic is an essential task any serious search engine marketer should undertake. Discover how to spot abnormalities and follow-up with search engines if you suspect a competitor or someone else is creating clicks just to drive up your costs. Also discover the proactive things paid listing providers already do to protect advertisers. Moderator: Jeffrey K. Rohrs, President, Optiem, LLC Speakers: Shuman Ghosemajumder, Business Product Manager, Google Jeff Martin, Founder and Developer, VeriClix John Slade, Director, Product Management, Yahoo! Search Marketing Jessie Stricchiola, Founder, Alchemist Media Inc. Lori Weiman, Director, KeywordMax
Clinics Track Site Clinic This interactive session takes volunteers from the audience and examines their web sites live to provide general feedback about improving them to gain more traffic from search engines. It repeats at twice on Day 4. Attend whatever session is most convenient! Moderator: Jennifer Laycock, Editor-in-Chief, Search Engine Guide Panelists: Christine Churchill, President, KeyRelevance David Wallace, Founder and CEO, SearchRank
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