Sessions at SES San Francisco 2011 about PPC

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Tuesday 16th August 2011

  • The Tools of the Trade for PPC

    by Kevin Lee, Tim Mayer, Thomas Bindl and Jeff Ferguson

    The competition is fierce in paid search! From small in-house accounts to ones with millions of keywords, it's the NEW advances in SEM technology that might just make the difference between success and failure. Are there tools you could be using right now to help double your conversions, lower your costs, or save your team hours of time every week? At this panel, top paid search tool vendors will showcase their latest features in bid management, campaign workflow efficiencies, and reveal what the future holds for the industry.

    At 11:00am to 12:00pm, Tuesday 16th August

  • Introduction to Paid Search

    by Brad Geddes

    Paid placement is a form of search advertising that provides a top ranking in return for payment. Every major search engine offers a paid placement program. Learn what's available in this session that is especially geared toward beginners, with details on programs from major providers and advice on how to succeed.

    At 1:00pm to 2:00pm, Tuesday 16th August

  • Analytics for PPC

    by Ryan Gibson, Steve Latham, Phil Mui and Andrew Goodman

    Advertisers have been paying billions of dollars for clicks in search engine advertising platforms for years. With an array of new targeting options (display ads, new ad formats, remarketing, Facebook, etc.), it's an important time to prioritize how you analyze PPC campaign data and act on it. In PPC, the job of an analyst is not to come up with obscure statistical nuggets, or to nitpick on small points. Rather, the analyst should be nimble, tightly aligned with business results, and capable of moving smoothly between fine details and core business drivers. Which metrics are worth your time? What new tools and reports are useful? Which will waste your time? Is it time to step up your use of campaign automation? How can you build a better dashboard to help synthesize multiple campaign efforts? And if there is an Occam in the audience, will he please identify himself and come forth with his Razor, so we can answer all of these questions in one hour or less?

    At 4:15pm to 5:15pm, Tuesday 16th August

Wednesday 17th August 2011

  • PPC Competitive Analysis

    by Jeff Ferguson, Lisa Raehsler and Matt Van Wagner

    An essential component of any search marketing plan is understanding the strengths and weaknesses of your competitors. This knowledge helps you comprehend what links to gain, ad prices to pay, content to offer and customers to seek. In this session, we take a close look at what tricks you can use with search engines to analyze your competitors' game and also what free and premium tools are available to deep dive into their strategy. Join us for a candid discussion as panelists reveal their secrets for monitoring competitive forces and threats while sharing tips that can be successfully applied to any business intelligence effort. After attending this session, you'll have the skills to easily discover what keywords your competitor is targeting, how much your competitor is spending on ads, and be able to identify opportunities your competitor is missing.

    At 9:30am to 10:30am, Wednesday 17th August

  • Advanced Paid Search Tactics

    by Mikel Chertudi

    Your campaigns are performing OK. How to take them to the next level? Advanced PPC tactics can actually be more fun than basic ones, because you get to activate both left and right brain power, tapping into your own unique aptitudes as well as your customers' deepest desires. This session covers campaign expansion techniques, advanced ad testing, advanced auction theory, the proper use of relevant analytics reports, ideas for bid rules and campaign automation, techniques for acting on seemingly inconclusive data, and more.

    At 3:00pm to 4:30pm, Wednesday 17th August

Thursday 18th August 2011

  • SEW Labs - Best Practices in Paid Search Advertising

    by Christine Churchill, Jonathan Allen and Lisa Raehsler

    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.

    At 10:45am to 12:15pm, Thursday 18th August

  • Avoiding PPC Campaign Stagnation

    by Cam Fortin, Mike Mothner and Christine Churchill

    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.

    At 1:15pm to 2:45pm, Thursday 18th August

  • PPC Beyond Search: New Ad Formats, Display, and Social

    by Dax Hamman, Zach Rodgers, Antony Chen and Siddharth Shah

    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?

    At 3:00pm to 4:00pm, Thursday 18th August