Opening Keynote: Keyword Research and the Campaign Lifecycle

What is the Microsoft Keyword Services Platform (KSP) and how can it help you? Learn that and more in this keynote address by Jorie Waterman. See how to access KSP data using the adCenter Add-in for Excel 2007 and how it can be used at each stage of your campaign?s life cycle. You?ll be taken step by step through the tool and see specific usage scenarios for each piece of data opening up new possibilities. Come prepared with your questions and ask how to complete specific tasks that are highly relevant to your business.

Overview of PPC Search Engine Marketing

Pay Per Click (PPC) Search Engine Marketing is one of the fastest growing, most effective ways of getting your message across to your target audience. Every major search engine offers a pay per click advertising program, and to be successful you should consider signing up for more than one. This session offers insight into all of the options in pay per click marketing. What's available? What should you spend? How to measure results? With better insight into your options you will be able to focus on the best opportunities for your business.

How PPC Plays in the Big Picture of All Online Marketing New!

Don?t miss this new workshop for 2008! Online marketers need to understand their customers and the new buying life cycle. This dynamic session will help you to define your web site challenges, corporate challenges, offline challenges in maintaining brand equity, and online challenges with search, usability and tracking. Find out how to integrate PPC into your overall site strategy, about applying site usability and driving conversions. Walk away with new insights and an action plan.

10:25-10:35 Break

Keyword Research & Targeting

A major key to success with Pay Per Click advertising is understanding which search terms to target. If you don't select the right keywords your audience may never find you, and you could go broke trying to reach them. This workshop covers the best ways to brainstorm and develop a keyword list that attracts targeted buyers, discourages unqualified clicks and builds the most interest in your product or service. We will also address the many different ways to develop keyword lists, using negative keywords, and keyword targeting for the various phases of the buying cycl

Web Analytics for Search Engine Marketing Updated for 2008 !

Web analytics claims to help you understand, map and then leverage complicated user interactions into meaningful steps. Our trainer will go over how data is collected, establishing Key Performance Indicators and selecting a Web Analytics Solution. You will learn how to pinpoint in your analytics where conversion happens, where it nearly happens, where it could happen, and finally, where it hasn't happened. You'll get more insight into keywords that don't convert and much, much more. Bring your analytics questions and walk away with answers.

Luncheon Keynote: Context Web - Why Content Matters: Content vs. Search New!

Content-based ads are a great solution for advertisers looking to scale beyond search. Since search is "supply-gated," advertisers can buy only so many search terms before the supply runs out and "clicks" become too expensive. Jay Sears, SVP of ContextWeb's ADSDAQ Exchange, will offer insights to determine if content-based ads are right for you, explore the benefits of content-based ads and explain how content-based ads offer advertisers a way to target ads to relevant content.

Writing & Testing Ad Copy

After keywords, writing relevant ad copy is the most effective way of targeting your audience, encouraging them to visit your site and getting them to sign up for your product or service. How you write your copy can determine how many qualified leads you attract. Your copy also plays a role in getting you better search engine placement as the better your click-through rate the better you will rank for your keywords. You need to compel the customer to click and still comply with the editorial guidelines imposed by the search engines. This session will provide you with copywriting tips to improve your click-through rate, and take you one step closer to increasing your website conversions.

Balancing Organic and Pay Per Click Listings New!

As getting large amounts of targeted traffic from search engines is one of the key success factors for most businesses these days it is critical to get exposure across as many engines as possible. But what percentage of traffic should come from the sponsored listings versus the organic ones? Which visitors convert the best and why? This workshop addresses one of the biggest challenges marketers face today - how to get the best ROI for your search engine marketing spending.

2:20-2:30 Break

Setting Bids to Get Results

Anyone can set up a pay per click campaign and bid high to try to get to number one, especially using automated tools. But is that the best position for your business? Unless your profit margins can support a large financial outlay, that strategy is likely to make you go broke fast. And it's completely un- necessary! This workshop will teach you how to bid like a pro and help you to determine the right target bid for your business, based on your profit margins and your product or service. There are reasons to bid to number one, but doing it because you want to beat competitors shouldn't be one of them!

Strategies & Tactics: Microsoft adCenter Updated for 2008!

successful Microsoft advertisers do differently? This workshop will cover everything you need to know to work successfully with Microsoft adCenter, presented by an expert Microsoft adCenter marketer. You will go behind the scenes with Microsoft adCenter and find out tips and tools you can use to develop and manage your campaigns successfully.

3:45-4:00 Break

Landing Page Optimization Techniques that Lower Acquisition Costs New!

When we talk about conversions, we are talking about everything that happens post-click on your site or a specialized landing page. The definition of a conversion is likely to be very specific to your site. This interactive session will review conversion statistics and best practices. Learn the top 10 techniques for improving your conversion rate and specific methods for testing improvements and ways to determine an appropriate sample size. This is one of our most popular sessions where the presenters offer the opportunity to actually review your website and landing page.

Specific Strategies & Tactics: Google AdWords

Everything you need to know to set up a successful Google AdWords campaign led by an expert Google AdWords marketer. What sets Google apart? What should you do differently with AdWords to get the best results? How should an effective Google advertising campaign perform? This workshop will cover tips and tools you can use to get the best results from Google AdWords. You will delve deep into the AdWords system to learn the strategies and opportunities that provide the best results.

Exclusive Meet the Experts Reception (Additional Fee)

Join PPC Summit at the Meet the Experts Networking Reception on Day One. Our PPC Summit presenters will be on hand to answer your questions, exchange ideas on pay per click topics and share info on best practices that have worked for their clients.
Don't miss this opportunity to enjoy great food, cocktails and conversation in a fun, upbeat atmosphere. This is the perfect opportunity to catch up with old acquaintances, meet new colleagues, and network with peers who share the same interest in critical issues and trends pertaining to the Search Engine Marketing industry.
You'll spend time with a variety of people in playful activities to get your networking efforts jump- started. Bring your business cards, ideas, and a willingness to learn, share, grow and profit. Please join us to network, market yourself, meet seasoned professionals and newcomers, reunite with friends and colleagues, and have fun!