Sponsors & Exhibitors
Brafton CustomNews
gShift Labs
Hult International Business School
Marketwire, Inc.
Microsoft Advertising presents Bing
Outrider Canada
Page Zero Media
Search Engine People Inc.
Techwyse Internet Marketing
Visibility Magazine
Yahoo! Canada

Sponsorship/Exhibiting Opportunities:
For more information, please contact our Sales Department. You may also call
+1 646-755-7255 or send an email to sales@sesconference.com.

Registration Information:
For questions regarding registration, please call +1 800-955-2719 or send an email to registration@sesconference.com.

Search Engine Marketing Training

7:30-8:00am Continental Breakfast SEM Training Workshops
8:00-12:00pm Google AdWords Tactics to Improve Your ROI
12:00-1:00pm Lunch Break
1:00-5:00pm Building a Content Strategy to Maximize Your Search & Social Efforts
Participants may register for training in addition to the SES Toronto conference or independently, as workshops take place on the Wednesday before the event.

These workshops provide the practices, applications, and hands-on exposure you need to become (and remain!) a top performer in your field. This in-depth training in a small class setting ensures that your instructor is accessible for informal one-on-one or small group discussions. Whether you are a consultant, site designer, website owner, or in-house marketing professional, this is an opportunity to experience firsthand the latest developments in search engine strategy. Regardless where you are in the SEO & SEM process, you will leave these intensive workshops with the necessary skills to improve your business results and take your search engine marketing to another level.

Training Workshops
Morning Session Afternoon Session

Google AdWords Tactics to Improve Your ROI

Learn how to spice up your AdWords account by applying tactics learned in this session. You will first dive into the Psychology of Search that shows how consumers think and act throughout the search process. Next, you will learn how to choose the correct keywords to take control of when your ad is displayed. Then, you will study how effective ad copy can generate more clicks and increase your conversion rate. The landing page is fundamental to increasing conversions, and the session will cover usability and conversion optimization. Finally, you will learn everything you need to know about optimizing your account for Quality Score.


  • Psychology of Search
  • Choosing the best keywords
  • Quick keyword research techniques
  • Effective negative keywords
  • How to write compelling Ad copy
  • Landing pages that convert
  • The secret sauce to Dynamic Keyword Insertion
  • How to optimize for conversions
  • Everything you need to know about Quality Score

The session will focus on both concepts and practical advice. First, you will learn the concepts to understand why they are important and what part of your marketing those concepts can affect. Secondly, we will focus on the practical implantation of those concepts so that you can enact effective changes within your AdWords account.

» See full agenda

Building a Content Strategy to Maximize Your Search & Social Efforts

Businesses today understand how important a strong search engine optimization and social media presence impacts their bottom line. The problem is, many companies don't know where to begin when it comes to putting together content. Learn how to turn a solid list of targeted keywords into a strategic search and social outreach plan designed to inform, persuade and ultimately convert your target market.

So you've gone to the trouble of extensively researching and creating a list of highly targeted keywords and keyword phrases for your company. What's next? Jennifer and Stoney have each spent the past decade working with companies to develop and implement sustainable keyword focused content strategies for both organic search optimization and social media outreach.

They'll help you understand the four purposes of online content (research, shopping, buying and sharing) and will guide you through the steps needed to appropriately match the keywords you wish to target with the right content focus. They'll explore the difference between content created for search engines and content created for social media while explaining how they related to and support each other.

This session will also focus on how to break down and reevaluate your existing content to better target the terms and phrases you've discovered. They'll focus on how to properly group concepts and topics together to lead a customer down a path of increasing information as they move through the conversion funnel.

» See full agenda

Who should attend?

If you advertise with AdWords, this course is for you. It is designed so that everyone from beginners to experts, advertisers and agencies, will have actionable items to increase your AdWords profitability.

Who should attend?

Whether you're a business owner exploring the best way to build up your content strategy, a copywriter who wants to better understand how to maximize the impact of content or a search or social strategist seeking to understand how to arm yourself with a better base of targeted content, this session is for you.

Brad Geddes, Founder, Certified Knowledge
Stoney deGeyter, President, Pole Position Marketing
Jennifer Evans Laycock, Social Media Strategist, jenniferlaycock.com

SES Magazine
View latest issue:
SES Magazine October 2011 - Chicago Guide
Chicago Guide 2011
Who should attend?
Marketing Team:
Marketing Manager/Director
Creative Director
E-Commerce Manager
Brand Manager
Director, Business Analytics
Media Buyer
Media Planner
SEO Specialist/Consultant
PPC Analyst
Junior Account Manager
Chief Marketing Officer (CMO)
Chief Executive Officer/President
Chief Technology Officer (CTO)
Managing Director (MD)
Senior Vice President (SVP)
Vice President (VP)
Executive Director, IT
Web Developer
Web Designer
IT Project Manager
Association Sponsors
Media Partners
Backbone Magazine
Marketing Magazine
TopRank Online Marketing Blog
Visibility Magazine
In Association with
Search Engine Watch

News Distribution
Business Wire