Expanding on the popular site clinic approach, which features live web site audits from leading experts, the SEW Labs Series is a peer-group learning experience. This Paid Search Lab will have a special focus on Best Practices in Paid Search Advertising.
In each 90-minute Lab, the audience will participate with industry experts and search engine representatives in analyzing and auditing attendee web sites and in delving into the topic at hand via lively discussion. Think "crowd-sourcing consultancy" sessions in a live classroom environment.
Director of Search Engine Watch, Jonathan Allen will mix with the audience during each session and oversee the deconstruction and reconstruction of web sites for optimal performance.
In this session Wpromote and Wine.com will discuss innovative strategies used by leading e-commerce players to get more value out of even the most mature PPC campaigns. Topics covered will include cutting-edge techniques to extract more value from Google's content/display network, how to use new ad formats to stand out from the crowd, and ways to keep campaigns fresh throughout the year, to name a few. With case studies and suggestions from an agency and an e-commerce store, this session is designed to give substantive take-aways to everyone in attendance.
For some time, paid search campaign managers have been told to treat search campaigns and "contextual" ads, often managed through the same platform, as distinct targeting methods. But with the explosion of ad types such as search retargeting and Yahoo's SmartAds, as well as new tactics for managing and bidding on placements, it's getting harder to justify keeping them in different buckets. This session aims to bring marketers up to speed on the state of the art. Also covered: what tools or skill sets are needed to manage and report on results from multiple search engines and even Facebook? How should marketers prioritize efforts?
15th–19th August 2011