Opening Keynote: Keyword Research and the Campaign Life

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 lifecycle. 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 -

Bradbury/Rose Room

Pay per click (PPC) search engine marketing is undoubtedly one of the fastest growing, most effective ways of getting your message across to a highly targeted audience. Every major search engine offers a pay per click advertising program. To be truly successful you need to know the options and which offers the You need to know what's out there, how much you should spend and how to best measure the results. In this session you will get to know your Internet marketing resources, find out how to identify your online customer and how to customize the user experience.

How PPC Plays in the Big Picture of All Online Marketing -

New!

Don't miss this new workshop! 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 and Tabletop Exhibits -

Bunker Hill Foyer

Keyword Research & Targeting -

Bradbury/Rose Room

One of the keys to success in pay per click advertising is identifying the right search terms to use. Without a clear understanding of how users search and the phases of the buying cycle you are wasting money. Learn from an expert the use of keywords for branding, how to qualify generic keywords to make them more targeted and how to come up with just the right words. This workshop will enlighten you about keywords related to PR, the introduction of new products/services, and what you have to know about related meanings, single/plurals, acronyms and multiple intents. Don't miss this one!

Web Analytics for Search Engine Marketing - Hershey/Crocker

Web analytics should help you understand, map and leverage complicated user interactions into meaningful steps. Learn how web analytics work, how to establish the appropriate Key Performance Indicators and how to set up AdWords conversion tracking. You will learn to pinpoint just where a conversion happens, where it nearly happens, where it could happen, and finally, where it hasn't happened. See if your current web analytics measure up and find out crucial guidelines to prevent premature decisions that may make you a victim to the "chasing your tail" syndrome. A think tank exercise will illustrate the principles discussed and allow you to walk away with new tools essential for strategic online marketing success.

Luncheon Keynote: Why Content Matters: Content vs. Search - Bunker Hill Ballroom

One of the biggest reasons that content campaigns fail is that they tend to be managed like search campaigns and therefore are perceived to fail in comparison. Our luncheon keynote provides background on why search is about demand fulfillment and content advertising is about demand generation. Search is a "supply-gated" market. Content is not. Find out why content is so valuable, how to modify your campaign for content and how content increases search performance.

Writing & Testing Ad Copy - Bradbury/Rose Room

With winning ads (high click through rates) comes a special form of currency. It is more valuable in more ways that virtually any other 'metric' attainable from tracking your account performance. Click through rate actually affects how much you pay for clicks now and simultaneously, how much your competitors have to bid for those same clicks. It affects how consistently your ads appear ranked in top page positions. Additionally, if your highest volume keywords have reached prices that are simply out of whack, you can lower your ad and use your high click through rate to relieve much of the fact that lower positioning will bring less traffic. This session will show you how.

Balancing Organic and Pay Per Click Listing - 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 and Exhibits - Crocker Foyer

Setting Bids to Get Results - Bradbury/Rose Room

Anyone can set up a pay per click campaign, bid high and try to get to number one, especially using automated tools. But is that the best position for your business? Find out how to bid like a pro and help determine the right target bid for your business, based on your profit margins and your product or service. Bidding requires you to know your goals. The more granular your goals, the more effective you'll be. You must also establish the value of your conversions and learn to track conversions if at all possible. Learn what to look for and what to watch out for in this compelling session

Strategies & Tactics: Microsoft adCenter Hershey/Crocker Room

Go behind the scenes with Microsoft adCenter and find out tips and tools you can use to develop and manage your campaigns successfully. Utilize better bidding strategies to increase your ROI and see firsthand what makes Microsoft adCenter different. You will learn how to get started, strategies to get the most out of adCenter and ways to navigate your account more easily. Take advantage of great new tools to like the adCenter Desktop and the Excel Add-in tool. This workshop will cover everything you need to know to work successfully with Microsoft adCenter. Don't overlook this one!

3:45-4:00 Break and Exhibits - Crocker Foyer

Landing Page Optimization Techniques that Lower Acquisition Costs - Bradbury/Rose Room

The definition of a conversion is likely to be very specific to your site. Find out the top 10 techniques for improving your conversion rate, specific methods for testing improvements and ways to determine an appropriate sample size. You will also learn more about conversion statistics and what they mean in this interactive session. As time allows the presenter will actually review attendee websites and landing pages and offer suggestions that can impact your conversion rate. This is always one of the top ranked PPC Summit sessions.

Specific Strategies & Tactics: Google AdWords - Bradbury/Rose Room

Everything you need to know to set up a successful Google AdWords campaign. See what sets Google apart and what you should do differently with AdWords to get the best results. This workshop will cover tips on how to structure an AdWords account. The group will have the firsthand opportunity to take a walk-through the interface and delve into campaign management, reports, analytics, My Account and the AdWords Editor. Don't leave early or you will leave the top tips for Google AdWords unexplored.

Exclusive Meet the Experts Reception (Additional Fee) - Crocker Foyer

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 jumpstarted. Bring lots of business cards, ideas, and a willingness to learn, share, grow and profit.