| 8:00am-4:00pm |
Registration |
| 8:00am-9:00am |
Morning Coffee |
| 9:00am-10:00am |
Morning Keynote
Dan Siroker
- Keynote Speaker:
Dan Siroker, former Deputy New Media Director, Obama Presidential Transition and Founder, CarrotSticks
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| 10:00am-10:30am |
Morning Coffee Break in the Expo Hall (open 10:00am-4:00pm) |
| 10:30am-11:45am |
Attendees may choose to attend one of the five sessions offered during this time.
In-House Track
Tool Time: The In-House Search Marketer's Free-to-Cheap Goodie Bag
If you are responsible for your company's search engine marketing, then you know that you need all of the various tools of your trade close at hand. This session will describe the tools that will help you to accomplish your tasks including indexing, competitive analysis, site ranking, diagnosing and remedying problems, page level information, site level information, on-page optimization and much more.
Hybrid Track
PPC or SEO? The Ultimate Search Marketing Battle
Finally see which search marketing tactic is the most cost effective, PPC or SEO.
Watch these 2 Heavyweights battle it out trying to prove who has the bragging rights to the best marketing tactic. Join us for this no-holds barred session where the SEO proponents square off against the PPC evangelists. Look for tons of action in this bout.
And since the best battles are actually decided in the web analytics, learn about an industry study examining visitor behavior and conversion data for visitors arriving from paid versus organic links. The data will help further fuel this hotly contested debate.
Don't miss this fun, educational and lively session and be part of search marketing history.
- Speakers:
David Naylor, SEO, Bronco
Michael Gray, Owner, Atlas Web Service
Rand Fishkin, CEO, SEOmoz.org
Christine Churchill, President, KeyRelevance
Karen Weber, Vice President of E-Marketing, Irwin Union Bank
Advanced Issues Track
Advanced Paid Search Brain Candy
Your campaigns are performing OK. How to take them to the next level? Advanced PPC tactics can actually be more fun than basic ones, because you get to activate both left and right brain power, tapping into your own unique aptitudes as well as your customers' deepest desires. This solo session covers campaign expansion techniques, advanced ad testing, advanced auction theory, the proper use of relevant analytics reports, ideas for bid rules and campaign automation, techniques for acting on seemingly inconclusive data, and more.
- Solo Presentation by:
Andrew Goodman, SES Advisory Board & President, Page Zero Media
Vertical, Retail, B2B Track
Advanced B2B Search Marketing
Is B2B search marketing really different than B2C? The answer is YES... usually.
Many B2B companies sell complex, high-consideration products and services, with a long, complex sales process that involves multiple touch-points and ultimately an offline transaction. Furthermore, most B2B marketers utilize their website to engage prospects and generate leads... not sell products online.
Learn how to turn a complex buying process into an opportunity and competitive advantage for your firm. This session will cover:
The significance of the buying cycle.
Review of industry data on how B2B buyers search and how their behavior does indeed change across the buying process.
Best ways to reach prospects.
Provide actual PPC campaign examples showing how keywords, ad copy, and landing pages must change for each buying-cycle phase.
Tips on generating leads.
Review of B2B landing page best practices. Specific suggestions regarding testing website elements including: registration forms, downloadable assets, benefit statements and images. Brief case study on how ongoing testing improves conversion over time.
- Moderator:
Rebecca Lieb, Search Authority and Author, The Truth About Search Engine Optimization
Clinics Track
Ad Copy & Conversion Clinic
This interactive session takes volunteers from the audience and examines their websites live to provide general feedback about improving their landing pages and conversion rates.
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| 11:45am-12:45pm |
Lunch in the Expo Hall |
| 12:45pm-2:00pm |
Attendees may choose to attend one of the five sessions offered during this time.
In-House Track
Bringing PPC In-House
While a PPC campaign can be a more cost-effective operation if done in-house, the complexities of staffing and managing one can be a lot more challenging than it first appears. In this session, we'll discuss how to get the right combination of people, tools and resources in place to empower the PPC function internally. Determining when it makes sense to in-source your PPC, developing an effective bid strategy, and selecting suitable ad tracking software are just some of the key factors to be discussed.
- Speakers:
Nathan Linnell, Director of Analytics, Serengeti Communications
Dan Soschin, Interactive Marketing Director, American Public University System
Hybrid Track
Facebook Rockstars RoundTable: Marketing For the Other Internet
For the first time at any conference, this session brings together a true rock star lineup of search marketers who've experienced groundbreaking Facebook success. Each will share case studies and anecdotes surrounding winning strategies, tactics, trials and (importantly) process & errors, all which led to astounding breakthroughs.
We'll discuss:
• The ongoing redefinition of success-metrics and how to measure value
• The most important corners of the Facebook universe and how great marketers tastefully use them
- Groups
- Socially targeted PPC in a viral environment
- Pages
- Profiles
- Facebook's Internal Search
- Implications of the parallel Internet
This session is designed to connect the dots for marketers, to better define what Facebook represents and how to best use it.
Advanced Issues Track
Ads in a Quality Score World
More and more, ranking well in paid search listings is less and less about how much you pay and more about the "quality" of your ad campaign. But what goes into making up your quality score? In this panel, we'll take a closer look at quality factors and give tips on increasing the perceived relevancy of your campaigns.
Vertical, Retail, B2B Track
Last Minute Holiday Search Tactics
It's the beginning of December and the holiday season is in full swing. All the campaigns have launched and you have thought of everything. Or have you? While other campaigns are flying on holiday spending autopilot, you can swoop in and re-invigorate sales during the peak season and even when everyone else has called it quits for the year after the Holidays. It's never too late to breathe new life into a holiday search campaign and you can take these tactics back to the office.
Clinics Track
E-Commerce Site Clinic
This interactive session takes retailers and ecommerce merchants from the audience and examines their websites live to provide feedback about improving them to gain more traffic from search engines and increase online conversion.
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| 2:00pm-2:30pm |
Session Interval |
| 2:30pm-3:45pm |
Attendees may choose to attend one of the five sessions offered during this time.
In-House Track
Selling Search to the C-Suite
Your CMO still calls and wants to know why your company isn't number one for the most popular, random, non revenue orientated terms you have ever seen or heard about. Your entire day is spent answering questions about search. Search marketers and non-search marketers have traditionally had difficulty communicating in the language of their disciplines, often creating friction and unnecessary conflict. This very interactive session will explore how both disciplines can educate each other and explore such issues as the nominal percentage of marketing spend that is allocated to search.
- Moderator:
Bill Hunt, SES Advisory Board & President, Back Azimuth Consulting
- Speakers:
Russ Mann, Founder & CEO, Covario
Crispin Sheridan, SES Advisory Board & Sr Director of Search Marketing Strategy, SAP
Seth Besmertnik, CEO, Conductor, Inc.
Bill Mungovan, Senior Director, Search Center, Omniture Business Unit, Adobe Systems Inc
Hybrid Track
Search Becomes the Display OS
"The increasing marginal returns of search advertising are now doing more than taking market share from display advertising, they are en route to becoming display advertising's operating principle." —Scott Rafer, CEO Lookery
Search advertising, the onetime bastard stepchild of internet marketing which only five years ago barely existed, is now poised to double the spend of display advertising in 2009 (eMarketer). With the continued decline in Display performance, some people believe the only thing that will save Display advertising is making it more like Search. This session explores these leading edge ideas, technology and provides some early case studies the effectiveness of making Search the Operating System for Display. We will provide case study examples of the above and the amazing results achieved and ads that are not only search applications themselves but that can be purchased and targeted based on the keyword.
- Moderator:
Matt McGowan, Managing Director, Americas, Incisive Media
Advanced Issues Track
How to Cut Your Corporate Budget Without Cutting Leads or Sales
If you've been asked to cut back on online marketing, and you're wondering how or where to cut, this session is for you. You will learn how to cut back without cutting sales or leads, meanwhile increasing business at a higher profit. If you track conversions of leads or online sales, this session will give two case studies detailing how two different companies cut costs and simultaneously increased business. Tools will also be discussed during this session.
Vertical, Retail, B2B Track
The Oprah Winfrey Litigation: What Affiliate Marketers MUST Know
In August, Oprah Winfrey's production company brought a lawsuit against over fifty Internet marketers and their affiliates alleging numerous intellectual property rights violations against the marketers and the affiliates. Because many of the merchants used affiliate networks, these merchants were being sued regarding actions by affiliates that the merchants did not know or pay. Because many of the affiliates disappeared the moment that they were sued and because many merchant/network contracts preclude indemnification, the merchants may be liable for significant damages.
Using the context of the Oprah case, the panelists on this session will discuss whether the merchant/affiliate network model needs to be changed and how the risk can be mitigated. While the industry is unlikely to ever be risk-free, it is possible to manage risk by:
- Understanding how techniques like behavioral and contextual targeting affect consumers, affiliates and merchants
- Understanding the legal and regulatory environment
- Understating risks involved with prospective marketing partners
- Using and maintaining proper contracts that allocate risk and provide appropriate indemnifications, and
- Keeping informed about the changes in technology, marketing practices and the regulatory environment.
Attendees will learn how to identify these issues and develop policies and procedures to keep informed about the current technology, marketing strategies and regulatory compliance. The ultimate goal of this knowledge is to help insulate merchants from liability and protect their brands and reputation.
Clinics Track
Pay-Per-Click Congruency Clinic
Crucial to creating successful Pay-Per-Click campaigns is developing messaging that is personalized and persuasive, but also congruent throughout each of the campaign's elements. This clinic will review PPC campaigns offered up by audience volunteers, from ad to landing page and beyond, suggesting improvements at each step along the way.
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| 3:45pm-4:00pm |
Session Interval |
| 4:00pm-5:15pm |
Attendees may choose to attend one of the five sessions offered during this time.
In-House Track
Bringing SEO In-House
Managing SEO in-house at mid- to large-sized organizations can pose many challenges. Once the company decides to start SEO in-house, what's next? In this session you'll learn what you'll need to do in order to manage a successful in-house SEO program that runs smoothly and successfully. There are many groups involved in SEO besides the subject matter experts and if you are responsible for SEO, you need to learn and implement these tactics that will increase the productivity and reduce the frustrations you face on a regular basis. Come and see marketers deliver the keys to success in building well-integrated search marketing programs that thrive on support from all levels of the company.
Hybrid Track
Black Hat, White Hat: Does it Really Matter Anymore?
Some say that "black hat" search marketers will do anything to gain a top ranking and others argue that even "white hat" marketers who embrace ethical search engine optimization practices are ultimately trying to game the search ranking system. Join us for a no-holds-barred Roundtable that will include an discussion of the relevancy of the black and white hat issues. You will hear veteran search engine marketers disclose some of their favorite search engine optimization and marketing tips, tricks, and secrets and there will be lots of time for dialogue and discussion.
- Speakers:
Matthew Bailey, SES Advisory Board & President, Site Logic Marketing
Rand Fishkin, CEO, SEOmoz.org
David Naylor, SEO, Bronco
Todd Friesen, Director of SEO, Performics
Bruce Clay, President, Bruce Clay, Inc.
Advanced Issues Track
Eye Tracking Research Update
Eye-tracking provides valuable information about a Website visitor's focus of attention. This information is crucial in improving the design of Web pages and products to enhance the visitor's experience. Effective search engine marketing relies on understanding user interactions with continually evolving search engines. Google's universal search, which now includes media results, is one such evolution. This panel will discuss a neuromarketing study performed by One to One Interactive which analyzed user behavior through physiological, emotional, and qualitative data. Also covered will be the newest information in eye tracking of SERPs and the latest on heatmaps.
- Speakers:
Shari Thurow, Founder & SEO Director, Omni Marketing Interactive
Jeremi Karnell, Co-Founder & President, One to One Interactive
Susan Weinschenk, Chief of User Experience Strategy, Human Factors International
Vertical, Retail, B2B Track
M2M: Cracking the Code on Marketing to Marketers
Devising and executing campaigns for a marketing audience can be a daunting task that defies the usual rules of engagement.
As a result, anyone attempting to sell solutions to marketers needs to understand what their problems are first. Join us for
a candid discussion as our panel of experts reveal the secrets to breaking through the static and targeting the relevant pain points
all marketers face.
- Speakers:
Crispin Sheridan, SES Advisory Board & Sr Director of Search Marketing Strategy, SAP
Rebecca Lieb, Search Authority and Author, The Truth About Search Engine Optimization
Matt McGowan, Managing Director, Americas, Incisive Media
Clinics Track
Site Clinic
This interactive session takes volunteers from the audience and examines their websites live to provide general feedback about improving them to gain more traffic from search engines.
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