Google AdWords Tactics to Improve Your ROI

Learn how to spice up your AdWords account by applying tactics learned in this session. You will first dive into the Psychology of Search that shows how consumers think and act throughout the search process. Next, you will learn how to choose the correct keywords to take control of when your ad is displayed. Then, you will study how effective ad copy can generate more clicks and increase your conversion rate. The landing page is fundamental to increasing conversions, and the session will cover usability and conversion optimization. Finally, you will learn everything you need to know about optimizing your account for Quality Score.

Agenda:

• Psychology of Search
• Choosing the best keywords
• Quick keyword research techniques
• Effective negative keywords
• How to write compelling Ad copy
• Landing pages that convert
• The secret sauce to Dynamic Keyword Insertion
• How to optimize for conversions
• Everything you need to know about Quality Score

The session will focus on both concepts and practical advice. First, you will learn the concepts to understand why they are important and what part of your marketing those concepts can affect. Secondly, we will focus on the practical implantation of those concepts so that you can enact effective changes within your AdWords account.

» See full agenda

Building a Content Strategy to Maximize Your Search & Social Efforts

Businesses today understand how important a strong search engine optimization and social media presence impacts their bottom line. The problem is, many companies don't know where to begin when it comes to putting together content. Learn how to turn a solid list of targeted keywords into a strategic search and social outreach plan designed to inform, persuade and ultimately convert your target market.

So you've gone to the trouble of extensively researching and creating a list of highly targeted keywords and keyword phrases for your company. What's next? Jennifer and Stoney have each spent the past decade working with companies to develop and implement sustainable keyword focused content strategies for both organic search optimization and social media outreach.

They'll help you understand the four purposes of online content (research, shopping, buying and sharing) and will guide you through the steps needed to appropriately match the keywords you wish to target with the right content focus. They'll explore the difference between content created for search engines and content created for social media while explaining how they related to and support each other.

This session will also focus on how to break down and reevaluate your existing content to better target the terms and phrases you've discovered. They'll focus on how to properly group concepts and topics together to lead a customer down a path of increasing information as they move through the conversion funnel.

» See full agenda