| 8:00am-5:15pm |
Registration |
| 8:00am-9:00am |
Morning Coffee
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| 9:00am-10:15am |
Attendees may choose to attend one of the five sessions offered during this time.
Fundamentals Track
Discover the Power of Linking: Link Building Basics
Discover how search engines rely on link analysis as an important component for rank web pages. Learn also how to increase traffic to your site by building quality links in an appropriate manner.
- Speakers:
Kristjan Mar Hauksson, Founder, Search & Online Comm., Nordic eMarketing
Debra Mastaler, President, Alliance-Link
Sharad Verma, Senior Product Manager, Yahoo! Search Technology
Sasi Parthasarathy, Program Manager, Bing
Ankur Choksi, Director, Search Technology, Ask.com
Peter van der Graaf, Owner and Creative Director, Search Specialist
Small is Beautiful: Search for the Small Business Track
Small Voices, Big Impact: Social Media for the Little Guy
What if you could conduct market research, organize focus groups and build your customer base all without spending a dime? Thanks to social media, you can. Small businesses around the world are acquiring loyal customers, gaining valuable insight and boosting business by pounding the social media pavement. Find out how small companies with even smaller budgets can freely tap the world of social media to improve business and increase sales.
Vertical & Retail Track
Lower Your Marketing Costs With Vertical Search
The current economic recession calls for radical measures to control marketing spend and make it as cost effective as possible. The last downturn a decade ago saw the emergence of Google's pay-for-performance model as the preeminent way to advertise online cost-effectively. Now that keyword advertising on general search engines has become mainstream, marketers must look elsewhere for untapped opportunities where there is less competition for attention. Vertical search engines provide this opportunity. Vertical search category leaders - such as in travel, shopping and classifieds - have seen an explosion in traffic but are relatively unexploited by advertisers. Attend this session to find out what vertical search engines are doing for marketers in this recession that Google did for them in the last.
- Intro by:
Anne F. Kennedy, SES Advisory Board; International Search Strategist, Beyond Ink USA
Advertising Track
Search Advertising 101
Paid placement is a form of search advertising that provides a top ranking in return for payment. Every major search engine offers a paid placement program. Learn what's available in this session that is especially geared toward beginners, with details on programs from major providers and advice on how to succeed.
- Moderator:
Mark Jackson, SEW Expert & President/CEO, VIZION Interactive
Online Marketing Summit hosted by ClickZ Track
Social Media Marketing for Brand Building
How are smart companies using social marketing tools to promote brands and reach out to customers? Is it possible to do so without investing a fortune?
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| 10:15am-10:45am |
Coffee Break in the Expo Hall |
| 10:45am-12:00pm |
Attendees may choose to attend one of the five sessions offered during this time.
Fundamentals Track
Keywords & Content: Search Marketing Foundations
How many keywords do you need in your paid search account? What keywords are your customers searching for? How do customers find products after they reach your site? Learn how to target the right terms in your paid and organic search marketing, and where these keywords should be used.
- Moderator:
Mona Elesseily, Director of Marketing Strategy, Page Zero Media
- Speakers:
Christine Churchill, President, KeyRelevance
Mike Murray, SEM Thought Leader, Fathom SEO
Andrew Wheeler, EVP & Managing Director, iProspect Boston
Katherine Shappley, Agency Development Executive, Microsoft
Robert Clinite, Director, Central Strategic Account Management, Ask Sponsored Listings
Small is Beautiful: Search for the Small Business Track
Search on a Dime
Search marketing has long been touted as one of the most affordable ways to market a business, but these days, competition is fierce. What's a small business on a budget to do? Come and hear the tips and tricks that will help you pick up the valuable traffic being left behind by your competitors. Learn from the best how to maximize your exposure via organic, paid search and local search without emptying your wallet.
Vertical & Retail Track
Advanced B2B
Forget consumers. You want leads! Leads that become opportunities that convert into booked business! Join our seasoned panel of B2B marketing professionals as they share the latest tips and trends in using search to find those niche decision-makers that drive your business.
- Moderator:
Rebecca Lieb, Search Authority and Author, The Truth About Search Engine Optimization
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Advertising Track
Google Workshop: Preview the New AdWords Interface
Google believes in releasing new products and features early and often, and a few months ago we began testing a new interface for AdWords intended to make campaign management faster, clearer, and more intuitive. The set of features included in the new interface has grown substantially since our initial announcement. Now we'd like to invite you to preview the new AdWords interface live at SES and tell us what you think!
Ariel Bardin and Angela Lai, AdWords product and engineering leads, will take you on a tour of the new interface, showcasing new features and demonstrating how the new interface can make day-to-day campaign management more efficient. We'll close with an extended Q&A; where you can share your feedback and ideas directly with the AdWords team. Finally, all session attendees will receive priority access to the new interface, so be sure to bring your AdWords Customer ID.
Online Marketing Summit hosted by ClickZ Track
Pardon My Reach: A Snapshot of the Display Ad Marketplace
The addressable audience on ad networks, exchanges, and other platforms is ever larger, as are your options for segmenting that audience. This session will touch on the possibilities -- and the realities -- of media planning in a world where portal power is a fading dream but targeting is more powerful than ever.
- Speakers:
Chris Paul, VP, Media Director, Digitas
Sarah Baehr, Vice President and National Media Lead, Razorfish
Adam Kasper, SVP, US Director of Digital, Media Contacts Boston
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| 12:00pm-1:00pm |
Networking Lunch in the Expo Hall |
| 1:00pm-2:00pm |
Orion Panel
The State of Search - A Maturing Marketplace or Poised for More Growth?
The paid search marketplace has rocketed from virtually zero to more than $10 billion in the past decade, which begs the question: Is the search marketplace on the verge of maturing in North America or will advertising dollars continue to flow into search? As ROI and performance become increasingly important, will search gain a larger share of advertising revenues or is search generally or at least across some categories, becoming too expensive and competitive? Can search make an argument for value beyond pure performance and results? Will further insights and performance gains be realized as they relate to an overall SEM+SEO strategy for a brand or has the industry discovered most of the tricks? This panel takes a hard look at the current value proposition of search and what the future holds for the North American search marketplace.
- Speakers:
James Colborn, Director, Microsoft Advertising, Microsoft
Robert Murray, CEO, iProspect
Steven Kaufman, EVP, MediaMath
Jon Diorio, Group Product Manager, AdWords & Monetization Products, Google
Jeffrey Pruitt, Executive VP, iCrossing & President, SEMPO
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| 2:00pm-2:15pm |
Session Interval |
2:15pm-3:30pm
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Attendees may choose to attend one of the five sessions offered during this time.
Fundamentals Track
Facebook Workshop: Harnessing the Social Graph
Are you wondering how to effectively advertise on Facebook? Kasey Galang, Product Marketing Manager and Rebecca Sawyer, Online Sales Operations Manager at Facebook will guide you through the social graph and provide tips and tricks for leveraging and optimizing your advertising on Facebook.
Small is Beautiful: Search for the Small Business Track
Turning Simple Change Into Big Profit
If you're a small business, you are likely leaving business on the table due to easily corrected mistakes in your online marketing plan. Whether it's making your organic and paid search ads more tempting to searchers or correcting the simple mistakes that keep visitors from converting once they reach your site, this panel will provide you with a slew of simple changes that can dramatically increase both your traffic and your conversions. This panel will also share free tips and tools on cheap and easy campaign testing.
Vertical & Retail Track
Four Paths to Success in a Tough Travel Economy
Travel marketers discuss the challenges of smart search marketing in tough economic times, when leisure travelers are hard to come by and businesses slash budgets. Experts in four key areas of travel search marketing - Organic, Paid, Social and Local/Mobile - share successful strategies and creative campaign ideas to attract and increase traffic, proving that it is possible to generate positive ROI with limited resources.
- Speakers:
Paul Rapino, Sr. Director, US Vertical Sales, Microsoft
Willie Fernandez, Director of Marketing, World Travel Holdings/National Leisure Group
Marty Weintraub, President, aimClear
Matt Petitjean, Senior Manager, eCommerce, Wyndham Hotel Group
Advertising 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.
Online Marketing Summit hosted by ClickZ Track
Slash Your Search Budget: What Are Your Alternatives?
Is the rising cost of keywords getting you down? Where can marketers invest some of their digital marketing spend to get a bigger bang for their buck?
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| 3:30pm-4:00pm |
Afternoon Break in the Expo Hall |
| 4:00pm-5:15pm |
Attendees may choose to attend one of the five sessions offered during this time.
Fundamentals Track
Dealing With Affiliates: A Roadmap to Success
Join this panel for a no-holds-barred discussion where performance marketing's top contenders square off. As SEM evolves, marketers find themselves competing head-on with affiliates. Marketers want more leads/sales, increased affiliate-generated leads/sales, and less cannibalization of search campaigns. How can this be achieved in a world filled with increasingly hostile rhetoric on both sides? Join a panel of experts as they break silence on taboo issues and work through the finer points. You'll walk away with fresh, new perspective and the ability to collaborate profitably.
Small is Beautiful: Search for the Small Business Track
Small Business Case Studies
While it's great to listen to tips and advice on how to go home and improve your business, nothing hits home as well as genuine examples of companies just like you who've experienced success using those same tactics. Come and hear the stories of small businesses who have found creative and inexpensive ways to market themselves online and get answers to your questions from the people who have been there.
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Vertical & Retail Track
Google Workshop: Maximizing Your Website's ROI
Your business probably spends a tremendous amount of time, resources, and capital on your website development and online advertising initiatives. Yet, for many organizations, the most challenging aspect is to retain visitors and convert them into buyers. Google's web search engine has set a high bar for relevance, speed, and ease of use. Unfortunately, most sites don't meet these high expectations: 85 percent of site searches don't return what the user sought, and 80 percent of visitors will abandon a site if search functionality is poor (Jupiter Research).
To help maximize ROI, Google offers a variety of tools that website owners can leverage to. Join Google at this informative session to learn how you can better utilize Google Site Search to maximize the return on your website investment.
- Speaker:
Alex Torres, Product Marketing Manager, Google Enterprise
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Advertising Track
Wpromote Workshop: 8 Things You Aren't Doing That Will Boost Your SEM Results
If there is one session that you can't afford to miss, this is it! Using real-life examples, you will learn the secrets top online marketers are using to beat the competition and squeeze the greatest results possible from their SEM efforts.
This session blends concepts of PPC, SEO, landing page optimization and social media in an easy to digest fashion and a healthy dash of fun. Most importantly, it will give you truly actionable takeaways to improve the results of your SEM campaigns
Online Marketing Summit hosted by ClickZ Track
Political Search: Preparing for Search in 2010
The 2008 election season is over, but it won't be long before local, statewide, and congressional candidates turn their thoughts toward the 2010 mid-term elections. Find out what you need to know to run search efforts for political advertisers, and what commercial marketers can learn from their political brethren.
- Moderator:
Kate Kaye, Senior Editor, ClickZ News
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