Conference: Aug 20-23, Expo: Aug 21-22, 2007 • San Jose Convention Center • San Jose, CA    
 

Agenda - Day 1

Agenda* - Monday, August 20, 2007
Day 1 - Conference

7:30am-5:30pm

Registration

9:00am-10:30am

Attendees may choose to attend one of the four sessions offered during this time.

Fundamentals Track
Introduction To Search Engine Marketing
What are the major search engines? How can their editorial listings send you "natural" or "organic" traffic for free through search engine public relations or search engine optimization efforts? How can you purchase top rankings or placement through search engine advertising opportunities? This must-attend session for beginners provides an overview of key concepts.

Moderator:
  • Danny Sullivan, Conference Co-Chair, Search Engine Strategies San Jose
Speakers:
  • Danny Sullivan, Conference Co-Chair, Search Engine Strategies San Jose

Searcher Track
The Search Landscape
What's the most popular search engine? The most used search engine? What vertical areas of search are growing? Are people using search toolbars more or less? Representatives from major ratings and traffic analysis services share stats and info on topics such as these, in this session.

Moderator:
Speakers:

Advertising Track
Post-Search Ads
Search profiling makes it possible to target searchers with ads long after they've done a particular search, so that you can follow the person who searched for "car" around the web with ads related to their interest. Learn more about products and strategies, in this session.

Moderator:
Speakers:

Contextual Track
Domaining & Address Bar-Driven Traffic
Plenty of people are searching for things by typing in words into their address bars, slapping on a .com and figuring they'll get to a relevant site. More and more, domainers are ensuring they don't draw a blank. Domainers purchase popular generic domain names and populate the sites with ads from the major search networks. Learn how the business is growing, how it can deliver relevant traffic to advertisers, as well as issues with typo domains and opt-out issues.

Moderator:
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ClickZ Track
Public Relations Train Wrecks in the Interactive Biz: Disaster Can Be Avoided!
Interactive marketers know that public relations and marketing are hopelessly intertwined. Yet many in the interactive space do not understand how to develop a successful relationship with key publishers. Don't just issue a release and hope for the best. Learn the difference between productive efficient contact and annoying drivel. This unprecedented and candid discussion with today's top interactive marketing editors will reveal train wrecks (no names please) and best practices for you.

Moderator:
Speakers:

10:30am-11:00am

Break

11:00am-12:30pm

Attendees may choose to attend one of the four sessions offered during this time.

Fundamentals Track
Search Term Research & Targeting
The bedrock to success with search engines is understanding which search terms to target. Fail in that and your audience may never find you. This session covers ways to undertake search term research that is crucial to succeeding with your search engine marketing efforts, whether that be via free or paid listings.

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Searcher Track
Universal & Blended Vertical Search
Search isn't just for web pages anymore. Google's Universal Search blends video, local, news and book content into the top 10 list. Ask.com's new 3D approach is designed to make vertical results blend into a more seamless search experience. Yahoo and Microsoft also both give vertical results a presence in response to default search. This session looks at how these changes impact life for the search marketer.

Moderator:
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Q&A Speakers:

Advertising Track
Ads In A Quality Score World
More and more, ranking well in paid search listings is less about how much you pay and more about the "quality" of your ad campaign. But what goes into making up your quality score? In this panel, a closer look at quality factors and tips on increasing the perceived relevancy of your campaigns.

Moderator:
  • Danny Sullivan, Conference Co-Chair, Search Engine Strategies San Jose
Speakers:

Contextual Track
Getting Traffic From Contextual Ads
You know about search targeted listings, where your ad shows up based on the keywords someone enters into a search engine. But what about contextual ads, where paid listings show up based on the content of what someone is reading? Programs exist to let you easily move search ads into a contextual environment. But should you? This session offers tips and advice for those coming at these offerings from a search marketing perspective.

Moderator:
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ClickZ Track
What is a Brand Vehicle? Integrated Marketing Together Forever
Online advertising and search engine advertising have been roped into the direct response corral for too long. Search as a brand building device has received a lot of press, particularly with marketers receiving awards for excellence and innovation in this arena. You've seen the awards heard about the accolades, now you can hear how it all comes together from the client, agency and publisher. From soup to nuts, we'll examine search as a brand vehicle. How do these campaigns come together? What success metrics will satisfy? After the dust from the award settles, what is the shelf life of a brand campaign?

Moderator:
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12:30pm-2:00pm

Networking Lunch

2:00pm-3:30pm

Attendees may choose to attend one of the four sessions offered during this time.

Fundamentals Track
Search Advertising 101
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.

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Searcher Track
Personalization, User Data & Search
This year, Google made its personalized search service much more the default for many users. Other search engines have user data that could be used to reshape search results. This session looks at existing and possible moves in the space.

Moderator:
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Q&A Speakers:

Advertising Track
Benchmarking An SEM Campaign
How can you tell if your search marketing campaign is working? This session looks at technique and ideas for establishing benchmarks in the rapidly evolving space.

Moderator:
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Contextual Track
Earning Money From Contextual Ads
This session looks at the way publishers can generate revenue by carrying contextual ads offered by major networks. Learn about some programs out there and tips on getting more from the ads you carry.

Moderator:
  • Danny Sullivan, Conference Co-Chair, Search Engine Strategies San Jose
Speakers:

ClickZ Track
Ad Exchanges are Changing Everything
According to The Wall Street Journal, "The next big Internet race might turn the buying and selling of advertising space on Web sites into the online equivalent of the pork-bellies pit." Early ad exchanges where advertisers and Web sites can buy and sell online advertising space have evolved into a broader battle over Internet advertising. The biggest Internet media companies, including Google, Microsoft, and Yahoo!, are focusing attention and money on the emerging business. Marketers stand to win if the market finds ultimate efficiencies in branded media via auctions and exchanges. This session brings together executives from some of the leading ad exchanges to discuss this emerging category.

Moderator:
Speakers:

3:30pm-4:00pm

Break

4:00pm-5:30pm

Attendees may choose to attend one of the four sessions offered during this time.

Fundamentals Track
Search Engine Friendly Design
How can you build a web site from the ground up that pleases both crawler-based search engines and your visitors? Discover how "search engine friendly" design can tap into free traffic from search engines. This session is especially suited for beginners who need an overview of important design issues to keep in mind. More technical design issues are covered in the Successful Site Architecture session on Day 2.

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Searcher Track
Searcher Behavior Research Update
How do searchers interact with search engines? New research is constantly coming out revealing how searchers act. This session explores the latest studies and findings to provide tips and tactics for search marketers to consider.

Moderator:
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Advertising Track
Advanced Paid Search Techniques
How can you best tap into long tail terms? Are there targeting techniques you're overlooking? This session examines these and other techniques to help you get more out of paid search.

Moderator:
  • Danny Sullivan, Conference Co-Chair, Search Engine Strategies San Jose
Speakers:

Contextual Track
Contextual Ads & AdSense Clinic
This interactive session takes volunteers from the audience and examines their web sites live to provide general feedback about improving them to do better from Google AdSense and other contextual ad placements.

Moderator:
Speakers:

ClickZ Track
One Billion Searchers
The people's republic of China is being heralded as the next great frontier on the web. Eastern and Western companies are rushing to get a piece of the action but does anyone really understand the marketplace. In this session, separate hype from actionable activity. Leading experts with "feet on the street" in China discuss the marketplace and the impact it's having on the world.

Moderator:
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*Agenda subject to change

 



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Please Note:
Incisive Interactive Marketing LLC reserves the right to make any necessary changes to this program. Every effort will be made to keep presentations and speakers as represented. However, unforeseen circumstances may result in the substitution of a presentation topic or speaker.

Incisive Interactive Marketing LLC reserves the right to use photographs of any attendee for future promotions.

Incisive Interactive Marketing LLC assumes no liability for the acts of their suppliers nor for the safety of any participant while in transit to or from this event. The total liability during the precise hours of the meeting will be limited to a refund of the delegate fee.

Audio and/or Video Taping is prohibited without the prior permission of the organizers.