Keynote: 2008 - Will This Be The Year for Science in SEM?

This insightful presentation will take on a broad range of topics around click fraud. Addressed will be several issues and areas of concern that can significantly impact your bottom line. These range from analytics, balancing PPC and organic listings, landing page measurement, keyword research monitoring, network monitoring, catch mistakes, as well as auditing and click fraud.

Expanding Search Engine Coverage to Smaller Engines

By now, you may be familiar with the Pay Per Click advertising programs offered by the big three - Google, Yahoo! and MSN - But what other pay per click opportunities are out there? If you've spent time setting up and managing your campaigns effectively on the big networks it's relatively easy to transfer that learning to work with the smaller engines. But can you achieve a decent ROI? Which ones are most effective? Where should you spend your money and what should you stay away from? This session gives you comprehensive insight into the opportunities and pitfalls that await you with the smaller engines.

Specific Strategies & Tactics for Yahoo! Search Marketing

Now that the top three search engines allow you to manage Pay Per Click campaigns in a similar fashion, how can you get the most out of your Yahoo! Search Marketing account? How can you use the Y!SM Tools to reach your most targeted audience of users and buys? How do you ensure that your money is spent wisely to get the best results? This workshop will answer all of these questions and more. You will find out tips and techniques for managing and optimizing campaigns, ad groups and keywords across the Yahoo! Search Marketing network

10:25-10:35 Break

Successful Content Network Advertising

Contextual targeting can be another effective channel for driving sales and increasing brand awareness when used correctly. Many advertisers don't take advantage of this easy-to-use vehicle and consider it just another flavor of Pay Per Click marketing. Wrong. It's really a different form of media advertising and if you know how to do it effectively, it can be a great driver of inexpensive traffic and targeted leads. This workshop will reveal the different opportunities available in contextual advertising and help you evaluate if this type of traffic is right for your busine

Advanced Bidding Strategies: Portfolio vs. Rules Based Bid Management

Managing large numbers of keywords across multiple campaigns can be tricky but there are tools and strategies available that can help you meet your goals. By understanding the rules of effective bid management and using some of the newer ones, you can set your bids effectively to minimize your risk and get the best results. This workshop will walk you through the tools available to purchase, what you can do in house and how you should think strategically about your bid managent.

11:45-1:05 Lunch and Networking

Local & International Opportunities Updated for 2008!

Local search is attracting a great deal of press for its ability to provide targeted leads for smaller businesses, but is it right for you? What local opportunities are out there? Where should you focus your money and attention? If you can see the world locally, can you also see it globally? Do you see international opportunities for your business in this global search marketing economy? This workshop delves into the opportunities that will drive your business forward, both near and f

Tools You Can Use Updated for 2008!

With the phenomenal growth of Pay Per Click marketing, a fast growing secondary industry has sprung up providing tools that claim to make developing and managing PPC campaigns easier. With so many tools out there ranging in price from free to thousands of dollars, which ones should you invest in? Which will make your campaign management easier? Do you really need tools or can you just do everything manually? This session will provide information about the tools available, reviews of some of the most successful ones, and allow plenty of opportunity for participants to share what they have found to be most usef

2:20-2:30 Break

Avoiding Pay Per Click Mistakes: The Checklist

What steps do you need to take to get the most out of your Pay Per Click campaigns? When managing multiple campaigns or targeting specific objectives for ad groups and keywords it helps to have a process in place to make sure you are taking the steps necessary to get the most out of your efforts. If you work through things sequentially it can significantly cut down the time involved in managing budgets and accounts and ensure that you always stay one step ahead of the competition. This workshop will provide you with tools to use on a daily basis to make sure your Pay Per Click accounts stay on track.

Improving Your Quality Score for Better ROI New!

Your Quality Score can make or break your campaigns. Learn what a Quality Score really represents on the different search engines, how it is calculated, and how to find out what yours looks like. This session will discuss why Quality Scores are so controversial and how you can balance the need to improve them with the needs of your customers. You will walk away from this session knowing just how the Quality Score works on Google, Yahoo and MSN and, most importantly, how to improve yours. As time allows we will review your sites, accounts, and address your questions. A don't miss session!

3:45-4:00 Break

Effective B2B Marketing with Pay Per Click New!

Get a front row seat to share best practices and successful strategies for attracting and converting customers on your websites. This session will provide a detailed look Pay Per Click for the Business to Business marketer. It will provide you with actionable information and tips on the best ways to reach B2B customers through paid search.

• What do your competitors do differently?
• What's working in B2B Pay Per Click marketing now?
• Best practices for effective B2B Pay Per Click campaigns
• Case Studies and examples from successful B2B marketers

Google Tools - Website Optimizer and Google Analytics

You've spent a lot of time, money or both designing and building your website and you're bringing in plenty of visitors, so why are they leaving without becoming paying customers? Sometimes the simplest things can hurt your ability to communicate with your clients/ customers but the good news is that there are some free tools available that can help to track your visitors and improve your conversion rates. This interactive session will focus on how you can use Google Website Optimizer and Google Analytics to your best advantage.

5:15 PPC Summit Adjourns