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Fundamentals Track
Introduction To Search Engine Marketing
Who are the major search engines? How can their Organic listings send you "natural" or "organic" traffic for free through search engine public relations or search engine optimization efforts? How can you purchase top rankings or placement through search engine advertising opportunities? This must-attend session for beginners provides an overview of key concepts.

Advanced Track
SEM Campaign & Project Management
Search marketing is more than managing bids on ads. A campaign may involve both organic and paid listings, perhaps with many different products, goals and participants. This session gives tips and techniques on managing the process and getting the most success out of your campaigns.

Targeting Europe Track
The European Search Landscape
What's the most popular search engine? The most used search engine? What vertical areas of search are growing? Are people using search toolbars more or less? What are the unique differences between European searchers and those elsewhere in the world? Representatives from major ratings and traffic analysis services share stats and info on topics such as these.

Fundamentals Track
Search Engine Friendly Design
How can you build a web site from the ground up that pleases both crawler-based search engines and your visitors? Discover how "search engine friendly" design can tap into free traffic from search engines. This session is especially suited for beginners who need an overview of important design issues to keep in mind. More technical design issues are covered in the Successful Site Architecture session on Day 2.

Advanced Track
Auditing Paid Listings & Clickfraud Issues
Did you really get that much traffic from paid listings last month or is something funny going on? Reviewing your paid traffic is an essential task any serious search engine marketer should undertake. Discover how to spot abnormalities and follow-up with search engines if you suspect a competitor or someone else is creating clicks just to drive up your costs. Also discover the proactive things paid listing providers already do to protect advertisers.

Targeting Europe Track
European Search Marketing Case Studies
This session wraps up the conference with real-life examples firms that have deployed successful search marketing campaigns throughout Europe and the U.K.

Fundamentals Track
Search Advertising 101
Paid placement is a form of search engine 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 from advertisers.

Advanced Track
Searcher Behavior Research Update
How do searchers interact with search engines? New research is constantly coming out revealing how searchers act. This session explores the latest studies and findings to provide tips and tactics for search marketers to consider.

Targeting Europe Track
Multi-Country Campaign Management
Planning a search engine marketing campaign that covers Canada, North America or other countries throughout the world requires different strategies than doing SEM for a single-country. Get tips and advice on how to proceed in an efficient, effective manner.

Fundamentals Track
Search Term Research & Targeting
The bedrock to success with search engines is understanding which search terms to target. Fail in that and your audience may never find you. This session covers ways to undertake search term research that is crucial to succeeding with your search engine marketing efforts, whether that be via free or paid listings. Toward the end of the session, volunteers from the audience will have their sites reviewed for search term research issues, if time allows.

Advanced Track
Competitive Research
Search engines can tell you a lot about your competition, if you know what to look for. Learn how to use search engines to profile your competition, helping you understand what links to gain, ad prices to pay, content to offer and customers to seek.

Targeting Europe Track
Targeting Search Ads By Demographics & Behavior
The days of targeting searchers only via keywords are coming to an end. Now search engines are giving you the ability to target searchers by age, gender and other demographics. In addition, search profiling makes it possible to target searchers with ads long after they've done a particular search. Say someone searches for information about a new car. New programs allow you to show them ads based on that search behaviour days after the initial query was done. Learn more about products and strategies, in this session.

Fundamentals Track
Creating Compelling Ads
Getting clicks on your paid listings can be a challenge. You need to compel the consumer to click through, yet your ad must also comply with editorial standards controlling what you can say and even the punctuation you can use. You also want the RIGHT type of click. Choose your words poorly, and the wrong audience will come, costing you money and offering no hope of conversion. This session looks at ways to get the right clicks. NOTE: The session is designed for those who are already familiar with how paid placement works. If you are new, be sure to have attended Search Advertising 101.

Advanced Track
Organic Listings Forum
This moderator-led session allows the audience to share tips, tools, techniques and raise questions relating to free "organic" listings in search engines and hear advice from other attendees. As there's no set agenda, this is an ideal session to discuss any major, recent changes with organic listings.

Targeting Europe Track
European Shopping Search: Opportunities & Tactics
Learn how content from your ecommerce or merchant site can -- and should! -- be included in shopping search engines. This panel will also explore multi-country commerce issues, and provide an opportunity for you to learn more about various shopping search engines and pose questions directly to representatives from them.