| 8:00am-5:15pm |
Registration |
| 8:00am-9:00am |
Morning Coffee |
| 9:00am-10:15am |
Attendees may choose to attend one of the five sessions offered during this time.
Search 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:
Anne F. Kennedy, SES Advisory Board; International Search Strategist, Beyond Ink USA
- Speakers:
Christine Churchill, President, KeyRelevance
Heather Lloyd-Martin, CEO, SuccessWorks
Jill Whalen, CEO, High Rankings
Marc Canabou, Senior Director, Product Management Leader, Yahoo! Search Advertising
Ari Levenfeld, Manager Client Services, Ask Sponsored Listings
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 & B2B Track
Credit Crunch: The Death of Last Click Attribution and its Impact on Paid Search Advertising
For more advanced search marketers, the issue is no longer how to optimize paid search programs, but rather how to make search an integrated part of their overall advertising programs. Key to this process is "attribution modeling" - the process of allocating the appropriate credit to all the advertising touch points consumers engage before making their purchase. Since paid search is the major beneficiary of ROI based on last click attribution - attribution modeling seeks to siphon credit away from paid search and allocate it more aggressively toward other forms of advertising - specifically TV and display ads.
This panel of advertisers will discuss the work they have done on attribution modeling, what results they have seen, and what barriers they face in trying to more effectively optimize ad programs and drive revenue. Attendees will come away with a model for how to address attribution modeling in their own organizations, organized around the technologies used, the testing methodologies used to develop credit allocations, and governance issues attribution modeling poses to an advertiser.
- Moderator:
Craig Macdonald, Senior Vice President and Chief Marketing Officer, Covario
- Speakers:
Adam Goldberg, Chief Innovation Officer, ClearSaleing
Robin Smith, Global Search Marketing Manager, Life Technologies (formerly Invitrogen)
Gary Milner, Global Marketing Director, Interactive and Teleweb Marketing, Lenovo
Mark Grote, Sr. Search Advertising Manager , Microsoft
Geek Speak Track
Duplicate Content & Multiple Site Issues
More and more site owners are concerned that they might get penalized accidentally or overtly because of duplicate content. If you run mirror sites, will search engines ban you? If you have listings that are similar in nature, is that an issue? What happens if you syndicate content through RSS and feeds? Will other sites be considered the "real" site and rob you of a rightful place in the search results? This session looks at the issues and explores solutions.
- Speakers:
Shari Thurow, Founder & SEO Director, Omni Marketing Interactive
Greg Grothaus, Search Quality Team, Google
Marty Weintraub, President, aimClear
Sasi Parthasarathy, Program Manager, Bing
Ivan Davtchev, Lead Product Manager, Search Relevance, Yahoo! Search
ClickZ/Online Marketing Summit Track
Igniting Viral Campaigns: Leveraging Consumer-Generated Content
How can businesses leverage social platforms such as Twitter, Facebook, YouTube, and more to break through and create buzz, encourage word of mouth, and establish relationships with potential customers? This session unveils the secrets of Web 2.0 techniques and technologies that enable companies to stand out and be talked about.
- Moderator:
Aaron Kahlow, SES Advisory Board; Chairman & Founder, Online Marketing Summit
- Speakers:
Brian Ellefritz, Senior Manager, Social Media Marketing, Cisco Systems
Matthew Liu, Product Manager, YouTube Sponsored Videos
Greg Finn, Director of Internet Marketing, 10e20
Barbara Coll, CEO, WebMama.com Inc.
Bill Leake, President and CEO, Apogee Search
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| 10:15am-10:45am |
Coffee Break in the Expo Hall |
10:45am-12:00pm
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Attendees may choose to attend one of the five sessions offered during this time.
Google Sponsored Session
Convert Your Visitors to Customers
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:
- Optimize website traffic
- Analyze traffic patterns, pageviews, and conversions
- Provide high quality website search
Join Google at this informative session to learn how you can better utilize Google Site Search to maximize the return on your website investment - thereby converting your website visits into incremental revenue.
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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.
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Sponsored Session
Bing Toolbox: Your One-Stop Shop for Better ROI
What's an engine without the tools to help drive better engagement? Welcome to Bing Toolbox. Toolbox is designed to build community and provide all of the content and tools webmasters, developers, and advertisers need to enhance their sites, understand the impact of Bing's new features, and get the most out of using the Bing API, and more.
In this workshop, Bing Team will take you through the various tools offered to help you get the most from Bing, including how to:
- Submit URLs to be indexed by Bing
- Submit your sitemap
- Gain access to Bing Webmaster Tools
- Request an API key
The site is new and we're just getting started. To close out, we'll open up to the audience for Q&A; and feedback to help us build the tools you want.
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Geek Speak Track
Landing Page Testing and Tuning
Getting someone to click on your search ad is only half the battle. Once visitors arrive, the landing pages you display to them are a crucial component in converting them into buyers. This session looks at ways to test and tweak your landing pages to get that conversion. Note: The session is designed for those who are already familiar with how paid placement works.
- Introduction by:
Sage Lewis, President, SageRock.com
- Solo Presentation by:
Tim Ash, CEO, SiteTuners.com
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Facebook Sponsored Session
Facebook Ads: Reaching Prospects Earlier In The Decision Cycle
You know how powerful search marketing ads are. They get in front of consumers who are already raising their hands for more information about your business. But wouldn't it be great to influence that decision earlier to a much larger target audience? With over 200 million active users sharing authentic information, you can precisely reach the right people before they start searching. Learn how to target your exact audience, create compelling ads, optimize for the greatest ROI and generate demand for your business on Facebook.
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| 12:00pm-1:00pm |
Networking Lunch in the Expo Hall |
1:00pm-2:00pm
 |
Afternoon Keynote
Nicholas Fox
- Keynote Speaker:
Nicholas Fox, Business Product Management Director, AdWords, Google
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| 2:00pm-2:30pm |
Afternoon Break in the Expo Hall |
| 2:30pm-3:45pm |
Attendees may choose to attend one of the five sessions offered during this time.
Search 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.
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Google Sponsored Session
Google AdWords, Google Analytics and Website Optimizer: Secrets Revealed!
Google continues to innovate, bringing more power, flexibility, and accessibility to online advertising, web analytics, and website testing. Join us for the latest updates on the new AdWords interface, Google Analytics, and Website Optimizer. Learn straightforward, data-driven techniques to enrich your website and increase your ROI. Come early to grab a seat. Afterwards, we'll host a meet & greet with product managers and engineers from all three Google teams. This is an event you won't want to miss!
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Vertical & B2B 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:
Benu Aggarwal, Founder & President, Milestone Internet Marketing
Michelle Stern, Client Services Director, iProspect
Roger Wong, Product Manager, Bing Travel
Carrie Hill, Director of Search Strategies & SearchEnigineWatch Expert, Blizzard Internet Marketing
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Omniture Sponsored Session
Are you Leaving Cash on the Table? Measuring the Impact of SEM across all of your Marketing Channels
The SEM vendor community tends to ignore the simple truth that search engine marketing is influenced by all other forms of media. After years of conferences, panels, case studies and discussions proving Search is influenced by other media, why do so many search marketers and vendors still view SEM in a standalone silo?
In this interactive session, Omniture will explore solutions for the wider world of online business optimization, and explain how your SEM campaign should be measured and managed in this broader context. We will demonstrate actionable, hands-on solutions to the following issues.
- Search Engine Marketing is Paid Search *and* SEO: why you should be measuring ROI side-by-side in the same report
- Offline activity impacts search, and significant search advertising ROI occurs offline: why you should be using offline data including closed leads, cost of goods sold and in-store sales to optimize your SEM program
- Keyword attribution is unimportant compared to multi-channel attribution: while the SEM industry tends to overemphasize keyword attribution because it's so easy to measure, Omniture will show how SearchCenter & Omniture's online business optimization platform helps solve the much more important problem of multi-channel attribution
- Landing page optimization is still ignored by most SEM vendors: tying automated landing page improvements to your SEM program can be more effective than the most advanced bid management systems on the planet
- Speakers:
Chris Zaharias, VP SearchCenter
Chris Knoch, Principle Consultant
Jeff Figueiredo, National Sales Engineer
Chris Palmarozzi, SEM Manager, CreditCards.com
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ClickZ/Online Marketing Summit Track
Social Media: Managing Conversations and Reputations When the User Is In Control
What your customers say about you online - both on your site and elsewhere - has an impact on your marketing efforts. This panel will examine how businesses must improve internal operations before trying to guide external conversations, provide the nuts and bolts of carrying out a social media strategy and share first-hand experiences and tips from professionals in the trenches.
- Speakers:
Dave Evans, VP, Digital Voodoo
Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing
Brian Kalma, Head of User Experience and Web Strategy, Zappos
Mike Volpe, VP of Inbound Marketing, HubSpot
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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.
Search Fundamentals Track
The Findability Formula: The Easy, Non-Technical Approach to SEM
To succeed in any business, you have to attract the right customers and persuade them to buy. But on the Internet, people only see what the search engines point to, and competition for top spots is fierce. So how do you ensure that your business gets found when prospects are searching for solutions? Your head will be buzzing with new ideas and a greater understanding of how search engines find you, including what tangible steps you can take to direct a successful online marketing campaign.
Search Engine guru Heather Lutze has cracked the code for driving the right online customers to your virtual door - when they are ready to buy! Heather draws back the curtain and reveals what web developers and computer nerds don't want you know.
This high-energy and informative presentation is not just for geeks, but designed for everyone on your team responsible for attracting customers and driving sales.
- Introduction by:
Rebecca Lieb, Search Authority and Author, The Truth About Search Engine Optimization
- Solo presentation by:
Heather Lutze, CEO & Co-founder, Findability Group
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 & B2B Track
The BuyerSphere Project: Understanding B2B Buyer Patterns
A major B2B research initiative, conducted by Enquiro with input from Google, Business.com, Covario, Marketo and DemandBase, showed that most marketers aren't effectively leveraging online assets to their best potential. Among other things, the notion of a strictly followed, traditional buying funnel is simply not accurate in many instances, risk dictates buying behavior, search is incredibly important as an integrator across online and offline channels and face-to-face persuasion is still necessary in many high risk, complex purchases. The BuyerSphere project looks at how online strategies became artificially separated from traditional best practices, how they can be more effectively integrated and the part search plays as a major influencer. This panel will review the research from over 100 face-to-face interviews, hundreds of eye tracking sessions and over 3,000 survey responses in total. The project represents a major step forward in understanding B2B buyer patterns and the part online marketing can play in influencing them.
- Speakers:
Mark McMaster, Senior Planner, B2B Markets, Google
Ben Hanna, VP of Marketing, Dex One Interactive
Susan Scarth, VP Marketing, Demandbase
Jon Miller, VP Marketing, Marketo
Dr. Matthias Blume, Chief Analytics Officer, Covario
Geek Speak Track
Real World Multivariate Testing
Companies are spending billions every year on Search to drive traffic to their sites, yet spend very little to maximize the conversion opportunity with those same customers. In this session you will understand how landing page optimization through Multivariate Testing can quickly affect the success of any online Acquisition campaign, and how simple changes to your landing pages can dramatically increase online sales. You'll also see real-world examples of Multivariate implementation and learn how multivariable optimization provides Speed and Direction to the testing process that is unavailable with traditional A/B testing methodologies. Finally, you'll learn how easy it is to implement multivariable testing to your site.
ClickZ/Online Marketing Summit Track
Social Media: White Hat vs. Black Hat
Black hat techniques have long been criticized in search marketing: "Black hat" practices are now cropping up in social media. This panel
takes a hard look at the right and wrong ways to go to market with a social media based marketing component, and how to spot early signs
that you may be heading for trouble.
- Speakers:
Beth Harte, Sr. Subject Matter Expert, Digital Marketing , Serengeti Communications
Lee Odden, SES Advisory Board; CEO, TopRank Online Marketing
Dave Snyder, SVP of Search, Blueglass
Chris Bennett, President & Founder, 97th Floor
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| 6:00pm-late |
IM Charity Party at SES SJ |
