PPC Basics and Implementing Your PPC Strategy

Half-day Workshop ** Sold Out **

PPC Basics: Often campaigns fail to reach their full potential not because they are neglected or PPC bids are incorrect, but because the basic foundation of the campaign was poorly planned and executed in the early months or years of the campaign and never revisited. Whether you are setting up your campaign for the first time or you have an existing set of Google AdWords and Microsoft AdCenter campaigns, a lot can be gained by getting the fundamentals right. PPC basics start with a review of strategy, objectives and success metrics. Strategies can often be honed through effective competitive research, so that will be covered as well. Most SEM and SEO practitioners will agree that building your keyword list and determining just how far into "the tail" to go digging for keywords is paramount to a great campaign. Ad Copy is the manifestation of your offer that ties the keyword into user behavior, the click, making the ad copy another key foundational element.

What you will learn:

• Target Audience Definition
• Metrics and KPI selection and definition
• Competitive Research (free and paid tools)
• Keyword ideation, research and selection
• Keyword tool review, (paid and free tools)
• AdGroup Structure
• Ad copywriting
• Ad setup

» See full agenda

Instructor:
Kevin Lee, Co-Founder & Executive Chairman, Didit

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Public Relations and Optimized Copywriting

Half-day Workshop

Public relations can be one of the most influential SEO dynamics with the right mix of optimizing, publicizing and socializing. Once you have learned about the fundamentals of Public Relations, the next step would be to optimize your copywriting to help maximize the online PR Strategies.

In the workshop we will cover:

• The fundamentals of Online PR and Optimized Copywriting
• Best practices and how to apply them
• Tips on how to maximize the online PR strategies
• Tips on headline, subhead and description writing
• Where to find inspiration when you have online copy writer's block
• Guidelines on how to write for search and social media
• A checklist of what to optimize and how to do it
• How to apply the optimized copywriting to social media
• Real life examples of how to write for the journalist, social media, search engines and direct to your target
• Discovering online PR and copywriting tools for writing, measuring and tracking
• Measuring online PR for success and how to best report bottom line results to the executive team in the boardroom

Instructor:
Lisa Buyer, President & CEO, The Buyer Group

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Mobile Marketing 101: Strategy, Tactics and Best Practices

Half-day Workshop ** Sold Out **

Who should attend: Digital Marketers of every stripe who seek to understand the mobile landscape and identify opportunities to delight your customers and grow your business.

What you will learn: In this workshop environment, you will receive a solid foundation in mobile marketing fundamentals, immerse yourself in examples and best practices and consider their direct application to your business. Sharing and collaboration among participants makes for a lively brainstorming atmosphere.

The course will provide an overview of these topics and supply lots of examples from mobile marketers who are setting the bar for us all.

• Trends, Usage, Demographics
• Strategy & Integration
• SMS & MMS
• Mobile Sites
• Apps
• Mobile payments
• Location Based Services
• 2D Barcodes
• Metrics
• Resources

Take some time off from the rigors of your job to ponder the future and consider examples and their application to your customers. At the end of the session, you will have an action plan to enhance your mobile marketing efforts.

Instructor:
Melinda Krueger, Senior Marketing Consultant, ExactTarget

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Social Media Marketing for Your Business

Half-day Workshop

More people check Facebook each day than listen to the radio or read a newspaper. If you aren't harnessing the power of social media you are missing out on a tremendous opportunity. Many businesses jump into social media without a clear path to success or an evaluation of all of the alternatives. Learn how to approach social media strategically, best practices and case studies that will put you on the path to success. Success in social media isn't as easy as it used to be - with an average person on Facebook connected to almost 200 people and pages your marketing needs to stand-out to make a difference.

In this session you will learn:

• The steps to building a successful social media marketing plan
• An overview of over 20 social media tools that you can use for your business
• A deep dive into the 5 power social media tools - Facebook, LinkedIn, Blogging, YouTube and Twitter
• How to judge success and measure results
• Best practices and examples of success

This session is for:

• Marketing managers
• Internet marketing managers
• Business owners
• Social media practitioners
• Businesses new to social media
• Businesses not getting results from social media
• Businesses looking to take their social media to the next level

Instructor:
Krista Neher, CEO, Boot Camp Digital

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