Onboarding a New Search Marketing Client

February 8th, 2010

by Laura Thieme

Tomorrow morning, I am meeting with an in-state company that focuses on providing managed care solutions for worker’s compensation and no-fault injury benefits recipients. I have a lot to learn about their business, how they market, how they attract qualified clients. I’m excited to kick-off this account. It’s the first strong local contract I’ve landed since having my daughter just over a year ago.

What brought about this client? A little of the following not in this particular order:

1) Networking - re-networking - getting to meetings despite balancing motherhood, and working mommy challenges

2) Email marketing - using Constant Contact - a professional design template - person who referred me is on our email list. We have a professional design template, and have started email marketing again, about once a month.

3) Bizwatch Search Analytics Platform - we had the more sophisticated tools to increase our chances of getting the contract.

4) Running sample reports with prospective client’s data in it - I think really helped.

5) Technical knowledge applied during the prospecting phase - we caught a significant error on the redesigned website. Their design firm had forgotten to ensure that the WWW version and Non-WWW version were the same website. The non-WWW version unfortunately still resolved to the old website, and was in the search engines. The old pages on the non-WWW, including the contact form, were showing 404 pages not found. We caught the error on the initial prospect call, and followed up after that, to ensure it had been fixed correctly.

6) A good relationship opportunity with this company - you can’t force a relationship of any kind. Some people you click with, others you don’t. I’m happy to say that I feel I click with the leader of this team. I know her leader, and am very proud to be doing business with this company. And, FYI - I always like to work on a contract and produce initial results before I put out a “press release” or announce who the company is. Little superstition.

7) Follow - up and follow - through. In the client’s words - this was important to her. I had my challenges with this one, don’t get me wrong. I am a single working mom. It’s not easy. My daughter had been, and still is sick now for almost two weeks. I got sick too. It took half a box of puffs plus to complete the last phone call, but I did it. We did it. We’re glad to be on board with this company. We have a lot of work to do. Now, let’s get started.

8) Compromise - They initially contacted me regarding an SEO Plan for 2010. I suggested they would hear from other companies that would talk the traditional SEO Charlie Brown wah - wah - wah - wah - wah wah. Keyword research, traffic projections, metatags/metadata, content, and sit back, and wait for results. They might get a ranking report or something like that. I suggested an entirely different way of looking at this. I’d include SEO, but it would not be the first thing I’d do for them.

The client has indicated they are search marketing newbies. My goal tonight is to look through my materials on what makes a successful search marketing campaign. I’ve written a lot about what works, what doesn’t. I’ll link to these articles and blog entries below.

I’ve blogged about SEO, and what not to do. I’m going to refer back to those materials and update them. SEO, PPC, Analytics - they transform from year to year.

Here are the links:
Why SEO Doesn’t Work - Part 1 of 5
Part 2 of 5 - How Much Should You Spend on SEO
Part 3 of 5 - SEO Basics - and Proving Value
Part 4 of 5
Part 5 of 5

I’ll pull from an old search analytics blog when I taught at OSU a couple of years ago.

I’ll refer to a new blog on why you use paid search to do keyword research. I’ll link to each of these from here.

It’s a tough economy. Times are harder than they’ve been before. But this contract gives me hope. It’s encouraging to see a company on-board search with the right budget, and prepare to tackle it the right way.

Posted in Search Analytics, Search Optimization (SEO). No Comments »

 

Google Adwords Automatic Matching is Now Automatic Like it or Not

November 5th, 2009

by Laura Thieme
Update posted on Nov. 6th re the REFUND

When I first started engaging in PPC campaign management in Google Adwords, I preferred it way over any other PPC ad console. I loved broad match, phrase match and exact match. I learned the value of negative matches. But there is one thing that Google did about a year ago, that I did not like and that was something called “automatic matching”, or what it is now which is what I’ll call “expanded broad matching”. Actually, I’ll call it what it is right up front - it’s a way for Google to make a lot more money without most advertisers being aware of it.

Bizresearch provides PPC Conversion Audits, or a service tied to our Bizwatch Search Analytics tool that looks for non-converting keywords, and high cost keywords that are coming up short in terms of proper ROI/ROAS.

I have a PPC Conversion Audit client that shows up for “design school” not just in phrase match, but broad match as well. I’ve seen value in showing up for large scale campaigns for broad match, or the old way that broad match was used. Broad match meant that either of the two word variance mentioned above (design school) could be used, in any order. Examples: columbus ohio design school, fashion design columbus ohio, columbus design training. Broad match would enable you to monitor how people search, and get ideas to add on under “phrase match”, or in some cases [exact match]. But Google’s expanded broad match, or what at one point was an opt-in system of “automatic matching”, is not such a good idea for its advertising clients. It’s a very good idea for Google to increase revenue without adding relevancy for its users.

Here are the basic details:

Target term: Design School
Conversions - about 16, some of which were for “fashion” related terms
Problem: Cost of conversion exceeds acceptable margins
Additional problems revealed: number of unrelated terms coming under broad match as you’ll see below

Currently broad match and phrase match are in use. Broad gets all the clicks and thus, cost. Phrase match gets basically none of the clicks (4 out of 2,000 impressions)

I do give Google credit on one thing. You can now see most of the search terms that people are entering under their new interface, by selecting a keyword, and choosing “See Search Terms/Selected”. In MOST cases, you can see all the data on keywords with clicks.

Here’s what the new Google Search Query term report shows me, using the new Google Adwords interface. Remember my broad match term is ‘design school’ which means that either the word design or school should be included in the list below, and it can be in any order. Even better if I see the two words together along with other terms that are relevant.

Alternatively, here’s the type of data I’m seeing:

drawing lessons for kids 100.00% $11.44 —- not relevant as this is college level education
vintage skateboard drawing 100.00% $6.24 —- NOT RELEVANT
obstacle courses layouts 100.00% $9.86 — NOT RELEVANT
drawing lessons online 10.00% $13.55 — potentially relevant
mapquest collins school of design 100.00% $8.74 — hmmm, don’t think that’s relevant
nail art designs 100.00% $12.62 —could be relevant
disine your school bus online 100.00% $11.74 — NOT RELEVANT
church design in party supplies 100.00% $11.99 — NOT RELEVANT
class of 010 33.33% $6.92 - EXTREMELY NOT RELEVANT
school donation letter template 100.00% $14.98 — NOT RELEVANT
hair design 100.00% $11.87 -not likely relevant
lesson plan templates 12.50% $9.41 — NOT RELEVANT
church 100.00% $13.26 — huh??? really??? Google??? Seriously, I thought for a second I was using another search engine
make a school map 100.00% $13.96 — STILL SCRATCHING MY HEAD
school bus check designs 50.00% $13.40 — now i’m getting mad
make school work 100.00% $8.77 — still guessing
upgrade cs4 design premium 100.00% $11.22 — sure, somehow not - negative match opportunity on cs4 right, upgrade another possible negative term
educational value in mexico grafic 100.00% $8.58 —- laughing on this one
nursery design 50.00% $12.90 — OKAY, NEGATIVE MATCH IDEA “NURSERY”
classroomarchitect 100.00% $13.55 - hmmmm
2d design class 50.00% $4.71 — don’t think so
class ring design 50.00% $10.06 - negative match idea ‘class ring’
dishware school design 50.00% $12.31 - hmmm, maybe
school project desing map 50.00% $12.02 - no
create your own back to school backpack 50.00% $9.70 - negative match idea

None of the keywords above have ever had a conversion. They’re all tied to the keyword “design school” broad match. Yet, in some of the cases it’s because we just need to add a negative match. For example, to get rid of anyone searching on “class ring design”, I can add “ring” or “class ring” to my negative keyword list. I can add “backpack” and “back pack”.

But why is my client showing up for “class of 010″ and “class of 2009″ - how does that relate to “design school”? The other two columns of data show CTR click thru rate and Cost Per Click. Yes, my client is pay $12.02 for the keyword “school project desing map” and $9.70 for “create your own back to school backpack”. Typos included. Some of these terms can be added, like “back pack” as mentioned above. But class of 2010, doesn’t have either word “design” or “school” in it. It’s related to “school”, and this is part of Google Adword’s automatic matching.

According to my Google team, they say that it’s automatically turned on for broad match. I can’t turn it off anymore, even if I wanted to. I’d have to turn off the design school broad match keyword. I keep adding more negative terms, but Google keeps coming up with new ones. Noting the 50-100% CTRs, and the high cost per click, I’ve opted to pause this term.

In case you’re wondering, why don’t I just put this term as phrase match “design school” and “design schools”? Well, I have had it on for a couple of months, and do you know that Google served my client 4 clicks for that variance. Over 2,000 impressions but only 4 clicks. Well, that pulls down my quality score and increases my overall costs. So, those terms aren’t working either. Clearly if phrase match does work for this term, exact match won’t either.

Here’s the crazy thing - I did have 19 conversions, all time, for this keyword “design school”, but because of automatic matching and all of the terms Google shows my client for - I simply have to turn off the term. I fold. Google wins. My client doesn’t.

I exported all the keywords that Google has come up with for “design school”. For this one term, they spent over $7k. I can clearly see nearly $2k in spend that has absolutely no relevancy whatsoever to “design school” simply due to automatic matching.

I’m asking Google Adwords for a refund. And, I’m just getting started on this path. I wonder how much more I’m going to find in non-converting or poorly converting keywords due to automatic matching.

I’ll report back as I learn more about why Google seems insistent on showing my client for non-related terms and what they can do to help me. And by the way, you just can’t add more negative matches when you’ve got 188 negative terms based on the list thus far.

Posted in Paid Search Tools, Search Analytics. No Comments »

 

I Love It When I Increase Paid Search or Organic Conversions

October 24th, 2008

by Laura Thieme
October 24, 2008

The best part of my day is when I review trend reports, using Bizwatch 2.0, our new paid search and organic trending tool, and I can see I’ve helped my client to increase conversions and/or conversion rate, and possibly even lower conversion cost (even better).

Today, one of my clients asked on our weekly phone call, if a high click-thru rate but much lower conversion rate was okay on a particular Google Ad Group. In the past two weeks, twice, I’ve seen two separate cases where CTR (click-thru rate) was very high (nearing 10%) and conversions rates were either non-existent or less than 2% (average).

So, to answer the question, should you be concerned about low conversions if you have click-thru rates of nearly 10%, there are some things I am going to want to know before I answer the question.

As in all research, the answer depends on your situation, which is more than I know in the beginning of the conversation, guaranteed. I pull up the Ad campaign into Bizwatch and review now 10 months of data for the client. I review the trend reports for all the major paid search KPIs (key performance indicators). I review the ad campaign as a whole, the ad groups, and suspect keywords that have high CTR but low CVR (conversion rate to lead or sale).

High CTR but low CVR could be a number of things:

Great ad copy that encourages people to click, along with great average position of 3 or better (1-3) for an extended period of time (months hopefully)

The ad copy is competitive and encourages people to click on your ad

You are then rewarded as a campaign, potentially for a good quality score, if your keywords within the ad group all perform similarly

So what’s causing you to have a poor CVR, if so many people are interested in your product or service?

Click fraud, maybe - always a possibility

Maybe your landing page sucks - sorry - but it could be true

Maybe your conversion is a phone number and you’re not tracking that accurately or at all

Maybe your online conversions are not being tracked at all, or accurately either

Maybe you stopped marketing when you designed your landing page, or you confused the offer in your checkout process

Maybe you are simply too close to the problem - and you need an outside opinion, someone who is looking at the data analytically over time, using trend analysis

Be willing to be competitive in your ad copy to increase CTR, but only if you’re willing to pay for leads or sales - and thus, your landing page must be just as competitive in content, offer, process, etc.

It’s always easier on the outside to review and analyze this - than it is to be on the inside of the problem.

Call Bizresearch at 614-846-7560 or email me using contact form to learn more about how we can help you increase conversions, and/or conversion rate, and if we’re lucky lower that conversion cost, which is indeed possible with a good working client relationship who is willing to try new things on their site and in their online marketing campaign.

Posted in Paid Search Tools. No Comments »

 

Why You Need a Paid Search Audit on Your Google Advertising Campaign

October 11th, 2008

by Laura Thieme
October 11, 2008

I am in the middle of a new paid search audit for a client returning to Bizresearch. We used to focus on solely organic for this company, but lost them during the Florida “hurricane” of 2003? Remember Black Friday, the Florida Shuffle which was often referred to as a hurricane in 2003? I reported to CBS Marketwatch in an interview with Bambi Francisco that select clients who were doing paid search and organic, lost key organic rankings on the day after Thanksgiving for nearly two months. It caused them to bid more on paid search in Google, which was good for guess who? The client? No. The client regained their rankings in January of 2004, and have maintained them ever since for those same keyword phrases. They have the exact same page title and content that we prepared for them back in 2003, ironically.

Ever since that time, we began to do more with paid, realizing that you should never focus all your search marketing efforts on organic alone. However, I’m often amazed at the scrutiny by which organic is measured and the little budget it receives relative to paid search, despite the fact that it can bring measurable profitable income. Having said that, I’m more amazed at the lack of scrutiny by which we measure paid search in 2008. We have the tools - why aren’t we using them to do more with paid search services?

Many companies have paid search on auto-pilot. They often have no access to their paid search accounts at Google, Yahoo or MSN. They completely rely on their paid search consultants or advertising agencies to manage their CPC campaigns in good faith. What’s scary is when I get into a paid search account, usually Google gets the first go-around, and discover all keywords on broad match types, campaign settings that run campaigns 24/7, and have no lead or sale or other conversion tracking in place.

What’s even more shocking is when a client refuses to pay 1/3 of this amount of money on organic, yet hasn’t got a clue of what they’re doing in paid search - spending often three times as much. But they trust Google, right? Ultimately, that’s what search advertising in Google is about. Despite the fact that an ad campaign might run out of money, despite the fact that the average position showing their ad is below the fold, despite the fact that the client has never tracked one conversion and could have spent over $100,000 - and simply believes “it’s working because I get phone calls”.

When conversion tracking is added, it becomes a little more clear about which campaigns, ad groups and keywords are in fact sending conversions. It’s often a surprise to the client that so many keywords are not working, and have never worked, despite ka-ching, ka-ching on the Google Ad register. You should be putting more money to the ads that work, that pay off, not to the terms that never pay off.

What about keywords that are on broad match? What do I mean by broad match? Let me give you an example:

Herbal supplements - broad match
“Herbal supplements” - phrase match
[Herbal Supplements] - exact match

You should combine tactics on all three of these match types, depending on the data received on their corresponding paid search KPIs (key performance indicators). I can’t recommend which match type you should use until I see your data, over trended period of time using our Bizwatch 2.0 tracking system and paid search platform, but once we review the data - we will make recommendations on the following:

Match types
Keyword selection
Ad campaign structure - are all your ad groups lumped into one massive campaign?
Ad copy
Landing page design and content
How it relates to your organic strategy
When paid search should be used over organic
When paid search should be used alongside organic rankings

In a bad economy, if you aren’t being affected yet, you likely will be in the very near future in some way. If you don’t know how to run a targeted paid search campaign, I strongly suggest you consider tracking conversions to the keyword level, get access to your campaign settings, and order a 3rd party paid search campaign audit from Bizresearch.

You might be shocked to discover what has been going on, but more importantly we can work with you on how to increase:

Targeted ad campaigns which deliver more qualified traffic, increase conversion rates and lower cost per conversion

Talk to Bizresearch today about your paid search campaign. Order a paid search audit today. We focus initially on Google, as it’s usually where our clients are spending the most money.

Posted in Paid Search Tools. No Comments »

 

Looking for Bizwatch 2.0 Product Beta Testers - Paid Search Application & Organic

October 10th, 2008

by Laura Thieme
October 10, 2008

I am looking for some smart beta testers on a paid search and organic search marketing application that we’ve just launched. Clients are already on the application, but I’d like some fresh perspective.

Here’s what we need, if you want to do this:

An NDA in place, which I will send to you electronically
Your Google Adwords Client ID Number, so our account can send you an invite
Accept the Google Adwords Client Center invitation, so we can pull your data in API format

You will in turn, have access to our paid search reporting platform. If you also provide up to 20 keyword phrases, we can review the data for organic as well. But that is not necessary, it’s just up to you if want to see ranking reports, competitor reports, and who has the most organic marketshare for these keyword phrases in Google, Yahoo and MSN.

I’d be interested in your feedback - and we will send you a nice gift in the mail as another way of saying thanks, provided we have your snail mail address.

Posted in Paid Search Tools. No Comments »

 

SMX East NYC - October 7 - Paid Search Analytics

October 7th, 2008

by Laura Thieme
October 7, 2008

Well this should be good because Avinash Kaushik is speaking at the podium first. In eleven months, his book “Web Analytics: An Hour A Day” has raised $31k for charity, which are profits. Avinash is now full-time at Google.

He talks about Head Terms versus Long-Tail Terms (the latter of which we’ve heard so much about for years in search engine marketing). Head terms are your branded terms, the latter are the category, generic terms, or several early bird keyword phrases. We’ve all heard about this, right? We often focus way too much money and time on the highly trafficked terms, aka the “head terms”. You should be leveraging SEO, as Avinash states, on the branded head terms. The long-tail terms are easily leveraged using PPC.

Use math to figure out the long-tail terms. Keywords with 20% higher or lower traffic over the last 7 days - is this a new report in Google Analytics that I have not seen yet?

More importantly, look at the entire ecosystem - competitive intelligence is what you need to understand - what are people searching on. Insights for Search by Google (BETA version) - What is the trend for this search term? Nice tool - which I often forget to utilize. It showed a search for a client keyword phrase as declining since 2004, but showed/suggested other terms that have rising search volume.

Marin Software was up next.

Website analytics are designed around purchase behavior and visitor patterns.

They have a tool that shows what Bizwatch does, one including a chart on clicks and average position. The average position had a different axis on the right side, compared to the axis on the left side. You can choose your metric from a drop down box at the top of the page.

They pull daily information. You can choose your date range on the left hand side. There are also filters and views you can control. They have a paid search creative snippet analysis. Honestly, I had a hard time understanding this slide, or what he was trying to say - perhaps he can clarify online another time through an email to me. He showed four example search marketing charts - basically a demo of his tool. Not bad advertising, eh?

Richard Zwicky, Enquisite, tracks the long-tail of search regardless of whether it’s paid search or organic. The most important you can do in the beginning is research, and then begin to segment that data by Geo, Organic/PPC, Long-tail, web pages, and actions and conversions. Next, during the campaign, you need to be able to monitor trends. Their tool allows you to use a segmentation panel that has a match, type and segment filter. Also important to review actions versus conversions - both matter, both act differently. Zwicky talked about the importance of being able to “glance” at your analytics and know what is working, what isn’t, or the analytics is likely not set up correctly.

He shows keyword opportunities, from organic, that are not being used by the PPC campaign. The only challenge I have with this issue, is the accuracy of paid search versus organic followed by the difference in the way this data is collected. Search engines and third party tools often search for this data differently, and can cause accuracy problems with interpretation.

Another report would show converting keyword phrases in one search engine that are not converting in another search engine. Try the same reports comparing all major search engines. This sounds good - definitely a worthwhile report - accuracy notwithstanding.

Audit your segments. Adjust your campaigns. This all sounds good - now how much of a learning curve is required, and what costs are involved in ramping up to using this tool?

Lastly, finishing up with Andrew Goodman’s presentation. He talked about the book Fooled by Randomness.

He talked about the importance of using Google’s new Q score tool, as it is valuable data. What if you have a Q score turning POOR on you, but others are doing just fine?

In Google Adwords, easier to track ROI in buckets, instead of keyword by keyword level. The bucket approach looks at near-terms together, instead of keyword by keyword. Highest CTR possible is usual the first primary goal. But secondary eventually. Of course, conversion is best long-term, but in the beginning you need a strong CTR (click-thru rate).

Increase your bias towards CTR, yet extent of bias is unknown. Of course the double win is when you have high CTR in addition to high ROI.

Can we draw inferences from failed ads? Review body copy versus feedback?

Can I just pause for a moment and say that it is rather painful to sit in these chairs as an 8-month pregnant woman? Help for my bones, please? I may have to break here shortly to get a rest for Melina and Mommy.

Posted in SMX - Search Engine Land Conferences. No Comments »

 

SMX East NYC - Reviving a Paid Search Program

by Laura Thieme
October 7, 2008

Alissa Ruehl - - speaker - this was a basic session review of paid search tactics

When you onboard a new client, negative keywords are the first thing reviewed; finding irrelevant search terms (she said to look at Google Search Query Report, but we choose to review Google Analytics for the actual traffic referring term). She suggests running it by ad group, longer time frame. I like the concept of this report, but it doesn’t always report back on every single broad match term if there were not enough traffic referrals to justify a hit on the search query report.

Check out Nassim Nicholas Taleb from longnow.org
on YouTube

Illusion of Control - Andrew Goodman talked about how doctors have the ultimate trust, the ultimate all-knowing - when you’re in control of a paid search campaign. But not always do doctors have all the answers, or the right answers.

Irrelevant terms - cutting out the fat - getting rid of terms that are not sending the right kind of traffic - consider making these terms negative, or lowering the match type from “broad” to another match type such as “phrase” and [exact].

She suggested match types on negative keywords as well. As a last resort, pause or delete keywords. We don’t like to personally delete keywords, as we like to keep the data history to review later, especially when account managers change within a company as often as they do in the search world.

Dynamic keyword insertion you’ve probably seen in Google, but perhaps not used yet. {Keyword: Insertion} in the ad copy title usually works well, but is not always relevant.

Nothing novel or new here as of yet.

Recap: Reduce irrelevant impressions, reduce clicks, increase conversion rates

Joanna Lord, OneTime.com In-House SEM Strategist
OneTime.com is a travel meta search engine

Hardly does any SEO, most of the marketing comes from paid search efforts
15% repeat user base

First, isolate the problem and keep detailed team-based records using tools such as Twiki, Yammer and Basecamp - attach all specs in one place

Hold a meeting, become aware of each person’s challenges

Is there something that goes beyond the clicks, impressions, average position - is it seasonal, is there an industry movement, or change in the industry? Perhaps there is something beyond what you’re working on within the silo of Google Adwords.

If you check out VeryRecent.com, it tells you what is happening or what is being talked about with respect to that keyword/phrase.

What are your high volume campaigns doing? Is this a seasonality effect? Is this an economic crisis effect? Isolate/stabilize your best performers.

Andrew Goodman, author of Winning Results with Google Adwords

Strategy, architecture, testing, patience - hasty efforts can make things worse - be careful at what you change quickly
be careful at what we approach randomly - is the pattern a true pattern or just noise?

Sometimes the problem is not taking on the right account, with no product to market, or you can’t squeeze a greater strategy out of the client. Client cites unverifiable historical data 4/1 ROAS is doable.

Client wants to reduce aggregate average CPC to .18 from .25 while increasing leads by 25%. It’s impossible to serve this type of account from an agency perspective, or in-house quite frankly.

Two types of failure: 1) Q score failure where ads won’t show; and 2) Strategy failure

Importance of relevancy, click-thru rates, etc. New accounts will mix terms across the spectrum, and Google will derail the account before its up and running. Sometimes the rescue is nearly impossible, if it’s been ‘blacklisted’.

Posted in SMX - Search Engine Land Conferences. No Comments »

 

SMX East New York City - October 6-8, 2008

October 6th, 2008

by Laura Thieme

I’m in New York at SMX East, which is Danny Sullivan’s new show (SMX). It’s the first time I’ve had the luxury of attending. I’ll be blogging live tomorrow from the link building, and paid search tracks. After eleven years of SEO, and often speaking in these sessions, I’m all for the paid search advanced track, as well as some new insights desired on links (organic or paid).

We just launched our new SEM paid search & analytics tool, Bizwatch 2.0, to clients, last week.

Tune in daily to see what’s the latest in paid search and linking from SMX East.

For quick Twitter updates, Facebook Friend community updates, I’ll be sending one-liners from my mobile phone when possible. You can also check out sphinn updates.

Tomorrow’s PPC (paid search) track begins with:

http://searchmarketingexpo.com/east/2008/full_agenda2

Paid Search Track 10:45 - 12 Noon EST (Tuesday, October 7, 2008)

Search & The US Presidential Campaign - 2008 is, by accounts, the year that the Republicans & Democrats finally “got” search and used it effectively in the US presidential campaign. This session looks at the ads, tactics and overall strategies employed by the Obama & McCain camps.

Moderator: Sara Holoubek, Consultant, Columnist and SEMPO Board of Directors,

Speakers:

Mindy Finn, Partner, former director of e-Strategy for Mitt Romney ‘08, Engage
Eric Frenchman, Chief Internet Strategist, McCain-Palin 2008, Connell Donatelli Inc.
Peter Greenberger, Team Manager, Elections & Issue Advocacy, Google
Justine Lam, Former eCampaign Director, Ron Paul 2008, Ron Paul for President
Diane Rinaldo, Political Advertising Director, Yahoo
Tracy Russo, Chief Blogger and Deputy Director of Online Communications for the John Edwards for President Campai, Russo Strategies

Lunch, or 12 Noon - 1:30 - do they actually have sessions during lunch? Hmmmmmmmmm - must be my mis-interpretation - has to be from 1:30 - 3:00 or something like that hopefully (we’ll see)

Paid Search Track

Reviving A Failed PPC Campaign - Has your paid search campaign flat-lined? This session examines ways to roll out the crash-cart and get its heart going again.

Moderator: Matt Van Wagner, President, Find Me Faster

Speakers:

Addie Conner, Director of Search Marketing, Course Advisor Inc.
Andrew Goodman, President, Page Zero Media
Joanna Lord, Senior Search Strategist, OneTime.com
Alissa Ruehl, Manager of Paid Search Services, Apogee Search

3:15 - 4:30 EST

Paid Search Track

Landing Pages & Multivariate Testing - In this session, a look at what happens when you combine landing pages with multivariate testing tools — tools that let you change various elements of the page dynamically to see which tests better with people.

Moderator: Gordon Hotchkiss, President & CEO, Enquiro

Speakers:

Scott Brinker, President & CTO, ion interactive
Jason Carmel, Senior Optimization Manager, ZAAZ
Jon Diorio, Group Product Marketing Mgr Adwords, Google
Mona Elesseily, Director of Marketing Strategy, Page Zero Media

4:45 - 6:00 Paid Search Track
Paid Search Track

Paid Search Analytics - This session looks at the types of analytics you want to perform in terms of paid search, in order to increase ROI and conversions.

Moderator: Matt Van Wagner, President, Find Me Faster

Speakers:

Andrew Goodman, President, Page Zero Media
Avinash Kaushik, Analytics Evangelist, Google Inc.
Wister Walcott, Co-Founder and Vice President of Products, Marin Software
Richard Zwicky, President, Enquisite

Posted in SMX - Search Engine Land Conferences. No Comments »