Conference: March 17-20 • Expo: March 18-19 • Training: March 21 • Hilton New York   
 

Agenda - Day 2

Day 2 - Tuesday, March 18, 2008

8:00am-7:00pm

Registration

8:00am-9:00am

Morning Coffee

9:00am-10:00am

Conference Welcome and Opening Keynote: Nick Carr

  • Nick Carr, Author of The Big Switch, Rewiring the World, From Edison to Google

10:00am-11:00am

Expo Hall Grand Opening

11:00am-12:15pm

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

Fundamentals Track
Introduction to Search Engine Marketing
This session will provide a clear and concise overview of the key concepts involved in Search Engine Marketing. Who are the major search engines and how can you best optimize them to gain "natural" or "organic" traffic without cost? Learn how to achieve top ranking or placement by utilizing search engine advertising opportunities. This is a must-attend basic session for anyone new to the Search Engine Strategies event.

Introduction by:
Speakers:

Conversion Track
Converting Visitors Into Buyers
Getting visitors to your web site is only half the battle. To be victorious, you need them to convert into customers by making purchases, signing up for services or fulfilling whatever are your goals. Learn about making this conversion. The latter part of the session takes volunteers from the audience and examines their web sites live to provide general feedback about changing them to improve visitor conversion.

Moderator:
Speakers:

Local Track
Why Local Is Different
After some hype, local search has earned the respect it deserves. The massive opportunity cuts across the yellow pages, direct mail and in-store marketing programs. What emerges is a notoriously difficult market of small and medium-sized businesses that number close to 20m, but fewer than 25% even have a website.

The prospect of converting local advertising to an online channel requires more than adding a ZIP code. It means understanding local geography and how small business owners think about advertising programs. It involves ad procurement systems, user behavior and other factors, which all add up to a complex puzzle that is challenging but rewarding to solve.

Learn about how geotargeted campaigns are designed and the status of inventory and distribution for local ads on web and mobile devices. Attendees will also better understand the pull on advertisers from search engines, who employ a technology-first self-service procurement approach, and yellow page publishers, who nurture established relationships to drive online campaigns.

Moderator:
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:
Speakers:

Contextual Ads 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:
Speakers:

12:15pm-1:30pam

Networking Lunch

1:30pm-2:45pm

Orion Panel: Universal Search
Search result multiplicity is not a new phenomenon, but recent advancements will guarantee the world of search and marketing will be changing forever. Before you attend this week's optimization and best practices sessions, hear from industry gurus about how search, marketing and information seeking is changing the industry that follows the search. Our ongoing series on universal search will include research data available only at SES.

Moderators:
Speakers:

2:45pm-3:15pm

Afternoon Break in the Expo Hall

3:15pm-4:30pm


Medio

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

Sponsored Session
Search Advertising Goes Mobile
With three times more mobile handsets than PCs and twice as many mobile subscribers as internet users, the size of the addressable market for mobile advertising and publishing is significant. As more content is created and adapted for mobile, it is eminent that search will be the on-the-go gateway to this growing wealth of information.

What does this opportunity mean to the search marketing community? How can advertisers effectively reach mobile audiences, and best use mobile-specific targeting, actions and creatives? How can search enable publishers to connect their audiences with mobile content, ensure stickiness and monetize traffic with search advertising? Join Medio as we answer these questions and more.

Speaker:

Hitwise

Sponsored Session
Do You Know the Breakdown of Your Competitors' Paid and Organic Traffic? Hitwise does.
This Hitwise University Live session will analyze the effectiveness of paid and organic search and which engines are best able to deliver new visitors. Attend this session and you will be able to make more informed decisions on the allocation of your PPC and SEO budgets.

We'll dive into Hitwise Search Intelligence™ data to identify:

  • The breakdown of paid and organic traffic to your competitors' websites.
  • Whether a specific keyword is driving more paid or organic traffic.
  • The proportion of new and returning visitors that search engines are sending to your website and your competitors.
  • The applications of Hitwise Search Intelligence™ data to your search marketing campaigns.
Host:
Guest Speaker:
  • Paul Hutton, Research Director, Director, Interactive Research, Scripps Networks

Google

Sponsored Session
What's new with Google Analytics and Website Optimizer?
Google is continuing to innovate around combining power and accessibility to web analytics and landing page optimization. Join us for the latest news about Google's web analytics and multivariate testing products: Google Analytics, Urchin Software and Website Optimizer. This is an event you won't want to miss!

Speakers:
  • Tom Leung, Business Product Manager (Google Website Optimizer)
  • Scott Crosby, Business Development Manager (Urchin Software)
  • Jeff Gillis, Product Team (Google Analytics)

Omniture

Sponsored Session
Optimizing Search Marketing Campaigns
As search marketing grows more sophisticated and specialized, companies with "one size fits all" optimization metrics are dropping to the bottom of the food chain. Key performance indicators (KPIs) are evolving vertically, giving rise to metrics that are specific to your line of business. For example, retailers are optimizing campaigns to maximize customer lifetime value rather than a more narrow strategy of optimizing around single session visits. Travel sites are optimizing campaigns around "look to book" ratios, while B2B sites are exploring optimization tactics for increasing lead quality. Different verticals have different ways of measuring success, which is why it is imperative to optimize campaigns using the metrics that matter most to your line of business. The time is now to break away from the pack and explore the latest in search campaign optimization. This presentation will give a better understanding of the advantages of optimizing campaigns using verticalized KPIs and how to go beyond simple ROAS metrics.

Speakers:
  • David Choi, Senior Sales Engineer, Omniture

Microsoft

Sponsored Session
Microsoft Search | Tips and tricks for delivering great results and campaigns with Live Search
Learn how to improve your search marketing investments and execution across both your paid and organic efforts through Microsoft's adCenter and Webmaster tools for Live Search. Come join us as we walk through the latest product updates including the new adCenter Excel Add-in for Keyword research and the Webmaster Center. Combined these tools can improve your company's campaigns across both paid and organic results.

Speakers:
  • Jorie Waterman, Lead Program Manager, adCenter Keyword Research Platform
  • Ani Babaian, Senior Product Manager, Live Search Webmaster Center

4:30pm-4:45pm

Session Interval

4:45pm-6:00pm

Attendees may choose to attend one of the five 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.

Moderator:
Speakers:

Conversion Track
Landing Page Testing & Tuning
Getting someone to click on your search ad is only half the battle. Once visitors arrive, the landing pages you display to them are a crucial component in converting them into buyers. This session looks at ways to test and tweak your landing pages to get that conversion. NOTE: The session is designed for those who are already familiar with how paid placement works.

Introduction by:
Speakers:

Local Track
Local Search Marketing Tactics
This session looks at ways search marketers are tapping into an audience using local search engines, online yellow pages and other local search methods.

Moderator:
Speakers:

Advertising Track
Ad Copy & Landing Page Clinic
This clinic will examine actual ads and landing pages offered up by volunteers from the audience, suggesting changes that may improve clickthrough and conversion.

Moderator:
Speakers:

Contextual Ads 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:
Speakers:

6:00pm-7:00pm

Networking Reception in the Expo Hall

*Agenda subject to change

 



Exhibit/Sponsorship Opportunities: For more information, please contact our Sales Department by completing this form. You may also e-mail sales@searchenginestrategies.com or call 203-295-0052.

Registration Information: For questions regarding registration, please e-mail our Registration Department at registration@searchenginestrategies.com or call 212-457-7906.

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.

Registration Information
Event Information

Download SES Magazine:

Who should attend?
  • Online marketers
  • Executives
  • Business owners
  • SEM/SEO professionals
  • Media planners/buyers
  • Webmasters
  • Direct marketers
  • Agency professionals
  • E-commerce managers

Past New York Events:
2007
2006
2005

Sponsors/Exhibitors:

1-800-FREE411
7Search.com
@ Web Site Publicity
ABCSearch.com
Acquisio
Acronym Media
Adapt Technologies
Adgooroo
adMarketplace
Advertising.com
Apogee Search
Ask Sponsored Listings
Best Of The Web
BigMouthMedia
blinkx
Blogsvertise
Brafton, Inc
Bruce Clay
BtoB
Business.com
Click Forensics, Inc.
Compete
ComScore
Correlation Concepts
Didit
DoubleClick
Dozier Internet Law
Engine Ready
Efficient Frontier
Elixir Systems
ePrize
etology
eZanga
Findology
Genieknows.com
Getupdated
GoEcart
Google
hakia
Hitwise
Hot Banana
iContact
iClimber
iCrossing
Idealaunch
Idearc Search Marketing
IndexTools
Ingenio
Intermark Media/Copeac
Interwoven
ion interactive
iProspect
The Karcher Group
KeywordMax
LifeTips.com, Inc.
Listrak
LivePerson, Inc.
Local.com
Localeze
Location3 Media, Inc.
LookSmart
Lyris HQ
Marchex
Marin Software
MarketHealth.com
Market Motive
McAfee Hacker Safe
Media Traffic Agency
MediaWhiz
Medio
Microsoft
Mobile Libris
mobileStorm
Moniker.com
MoreVisibility
Mountain Media
Netconcepts
offshoring.com
Oldtimers
Omniture
Onward Search
OrangeSoda
Outrider
Peoka.com
Pepperjam
Plattform Advertising
PM Digital
PRWeb
PRIME Visibility
PrintPlace.com
Pop Labs
Pulse 360
SageRock.com
The Search Agency
Search Marketing Standard
SearchIgnite
SearchRev
Sedo
SEMPO
Sendori
SendTec
SendTraffic
SEO Inc.
SLI Systems
Slifter
Soothware
Steak Media
Superpages.com
SureHits
Target Margeting Group
Teragram Corporation
TMP Direction Marketing
Trellian.com
Unreal Marketing Solutions
VentureDirect Worldwide
Visibility Magazine
Web Analytics
Web Marketing Association
WebmasterRadio.FM
Website Magazine
Widemile Inc.
Wordtracker
Yahoo!
YELLOWPAGES.COM
Zeta Interactive