Mary O'Brien, Founder PPC Summit

9:00-9:10 Break

Expanding Advertising Coverage: Local Search Opportunities

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?

Yahoo is Still Relevant – And Why You Should Care

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

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.

2009's Hot Topic – Why You Must Focus on Attribution or Leave Money on the Table

Many advertisers still give conversion credit to the last ad clicked, based on the belief that it’s not possible to measure the all various influences that occur in the buying process. But it is critical to look beyond the last click to find unexplored areas of opportunity. In fact, data from the various touch points in the sales cycle can be a real goldmine. Without tracking and analyzing multiple touch points, you can’t get a true ROI for your marketing dollars. As a result, you may be leaving money on the table especially when it comes to measuring display and search. In this session Michael Behrens will show how you can really build an attribution model that truly determines your ROI and where your dollars should be spent.

11:45-1:05 Lunch

Writing & Testing Ad Copy – Connecting With Your Customers From the Very Start

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.

Integrating Paid and Organic Search to Build Brands and Maximize ROI

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

Effective Lead Generation Strategies That Get Results

Get a search engine user to click on your ad and you're halfway there. The next step can be much harder. You now have to convert them from a visitor to a customer. Once a visitor gets to your site the message and impressions they receive can quickly determine whether they stay or go. This session covers ways to test and adjust your landing page copy, style, navigation, etc. to lead visitors along the right track and close the sale. What works to grab a visitor's attention? What turns them off? How do you know if customers are responding and interacting with your website in the right way? This session can answer those questions and more.

Why Search Engine Marketing is the Cornerstone of an Effective Online Advertising Campaign

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.

3:45-4:00 Break

Search Engine Marketing Tools of the Trade – What do the Experts Use to Run Campaigns

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 useful.

Microsoft Toolbox – How to Get the Most Out of Bing and adCenter

What makes Microsoft adCenter tick? How can you make the most of it as an advertiser? What do successful Microsoft advertisers do differently? This workshop will cover everything you need to know to work successfully with Microsoft adCenter and Bing, 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.

5:15 PPC Summit Adjourns