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ClickZ Academy
ClickZ Academy Onsite Training - Monday, August 15
7:30-8:00am Continental Breakfast
8:00-12:00pm How to Collect, Interpret and Use Your Web Analytics Data How to Architect a Search-Engine Friendly Website Mobile Marketing 101: Strategy, Tactics and Best Practices
12:00-1:00pm Lunch Break
1:00-5:00pm Advanced Keyword Research & Management PPC Basics and Implementing Your PPC Strategy Creating Social Media Strategies Using Audience Research
5:30-7:30pm SES Online Marketing Summit SES & Online Marketing Summit Meet & Greet
Participants may register for training in addition to the SES San Francisco conference or independently, as workshops take place on the Monday before the event.

These workshops are instructed by ClickZ Academy experts and provide the practices, applications, and hands-on exposure you need to become (and remain!) a top performer in your field. 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.

Looking for more training options? Find out more about ClickZ Academy's selection of e-Learning courses.

Training Workshops
Morning Session

How to Collect, Interpret and Use Your Web Analytics Data

Half-day Workshop

You've built your Web site. Now what? Is it generating revenue or is it still a cost center? Are people coming? Once they come to your site site, what are they doing? All these questions can be answered by interpreting your Web analytics data.

This 4-hour training session will teach you how to determine analytics tools that will help you make the decisions that will turn your Web site into a revenue-generating tool and not simply a expense line item.

What you will learn:

  • How to select analytics software
  • How your software choice can limit your data collection
  • What metrics are available
  • How to interpret KPI data
  • What metrics to include as part of your KPIs
  • How to use KPI data to make decisions
  • How to set goals and determine conversions

Who Should Attend?

This workshop will best suit individuals who have limited or no knowledge of how to find or read your Web site statistics, yet robust enough to help those who can obtain basic Web site visitor data, but need to know how to make decisions based on those data. This includes:

  • Marketing directors
  • Search marketing managers
  • In-House search engine optimizers
  • Content creators
  • Sales managers
  • Web site managers
  • Both novices and newbies

Thom Craver, Director of Analytics, Acronym

Can't attend this session? Thom Craver has authored ClickZ Academy's certified online course "Web Analytics". Find out more.

Afternoon Session

Advanced Keyword Research & Management

Half-day Workshop

Google Instant, Bing's intent-based results and Social Media are creating a need for a new generation of keyword research, expansion and modeling techniques.

This workshop will guide you through ways to integrate and analyze data from search, social and traditional media to identify new opportunities and revenue streams.

Using provided worksheets, your data and these new techniques you will leave the session with actionable insights, new keyword opportunities and a radically different perspective of how to leverage and manage the gold mine of data you already have in your organization.

We will walk through the fundamentals of keyword research and then quickly move into techniques for mining and managing your keywords to identify missed opportunities and create actions that will increase the overall performance of your digital marketing activities.

Students strongly encouraged to bring their laptops and keywords to this session. Wireless access will be provided.

After attending, you will be able to:

  • Understand the role of Keyword Management and Modeling and how it can positively impact Search, Social and Traditional media campaigns
  • Develop, refine and maintain a master and tiered set of keywords them align them to search intent and buy cycles that will energize your programs
  • Analyze and prioritize keywords into opportunity and value tiers to focus resources, budgets and content creation efforts
  • Leverage the modeling worksheets and available tools to find gaps in your keyword set and low handing fruit
  • More effective ways to communicate the need for aggressive keyword management in your organization and the benefits that can be achieved.

Who Should Attend?

Anyone who works in or manages Search Marketing, Social Media and Content Development in your agency or organization. This session is designed for the beginner and advanced alike since few take this advanced approach to researching, managing and modeling their keywords today.

Bill Hunt, President, Back Azimuth Consulting

Can't attend this session? Bill Hunt has authored ClickZ Academy's certified online courses: Keyword Research & Mapping, Fundamentals and Best Practice, Link Building and Research. Find out more.

Morning Session

How to Architect a Search-Engine Friendly Website

Half-day Workshop

A search-engine friendly website is a user-friendly, search-friendly, and persuasive site that converts visitors into buyers. In order for a site to be search-engine friendly, it must meet the needs of crawler-based search engines and your site's visitors.

Ultimately, the site must be profitable for the website owner. Can a single site satisfy all of these groups? Yes it can... if you have the right architecture, navigation design, and page layouts. In this 4-hour training session, attendees will learn the whys, whats, and hows of architecting a user-friendly, search-friendly, and persuasive site that converts visitors into buyers.

Who should attend?
Anyone who designs and promotes websites as part of their work should attend this workshop!

For new and experienced marketers: Whether you are a new marketer or a seasoned veteran, this workshop will help you take your campaigns to the next level of effectiveness. (HTML knowledge is not required.)

For new and experienced web designers: Minimize advertising expenses by creating search-friendly and cost-effective website designs. Learn how to avoid common pitfalls early in the design and architecture processes.

Shari Thurow, Founder & SEO Director, Omni Marketing Interactive

Can't attend this session? Shari Thurow has authored ClickZ Academy's certified online course "Usability and Architecture". Find out more.

Afternoon Session

PPC Basics and Implementing Your PPC Strategy

Half-day Workshop

Implementing Your PPC Strategy: Once you have the basic foundation of the campaign set up, your job as a search engine marketing professional is far from over. Implementation of a campaign requires attention to a completely separate set of tactical and strategic areas. Your campaign is like a living breathing entity and needs both automated and manual attention in order to thrive. Your PPC strategy needs to be properly implemented by someone with the training to know what to look for. That person can be you.

In this session, you'll learn how to:

  • Optimize Campaign Settings
  • Revise or adjust Campaign Structures
  • Select the best mix of Match Types
  • Use Targeting Levers to isolate and capture high profit customers
  • Implement bidding strategies
  • Make decisions regarding use of tools, technology, consultants and agencies

Kevin Lee, Founder & CEO, Didit

Can't attend this session? Kevin Lee has authored ClickZ Academy's certified online course "Paid Search Strategies". Find out more.

Morning Session

Mobile Marketing 101: Strategy, Tactics and Best Practices

Half-day Workshop

Who should attend: Digital Marketers of every stripe who seek to understand the mobile landscape and identify opportunities to delight your customers and grow your business.

What you will learn: In this workshop environment, you will receive a solid foundation in mobile marketing fundamentals, immerse yourself in examples and best practices and consider their direct application to your business. Sharing and collaboration among participants makes for a lively brainstorming atmosphere.

The course will provide an overview of these topics and supply lots of examples from mobile marketers who are setting the bar for us all.

  • Trends, Usage, Demographics
  • Strategy & Integration
  • SMS & MMS
  • Mobile Sites
  • Apps
  • Mobile payments
  • Location Based Services
  • 2D Barcodes
  • Metrics
  • Resources

Take some time off from the rigors of your job to ponder the future and consider examples and their application to your customers. At the end of the session, you will have an action plan to enhance your mobile marketing efforts.

Melinda Krueger, Senior Marketing Consultant, ExactTarget

Afternoon Session

Creating Social Media Strategies Using Audience Research

Half-day Workshop

In this course students will be introduced into the world of online audience research through the use of various tools such as buzz monitoring tools, keyword analysis tools, trending and insight tools. Through the use of these online research tools the students will be introduced into understanding how to not just look at the quantity, but the quality of the data they are collecting and how that applies to efforts in social media marketing.

This course will cover different types of social media communities such as networking (Facebook, LinkedIn), microblogging (Twitter), social news (Digg, Reddit, Mixx) & bookmarking (Delicious), geo-location services (Foursquare, Gowalla, Facebook Places) and even brush on how mobile marketing is also a factor of any social media strategy. By combining the research aspect with the knowledge of what audiences are doing in different social media and online marketing channels, students can create much more solid and successful social media strategies.


  • Introduction
  • Four Pillars of Social Media Marketing
  • Understanding the Types of Social Media Users & Social Communities
  • Research Tools
  • Bringing It All Together

You will learn:
Students will also be introduced to the concept of the Social Media Technographs Ladder and how this affects the creation, implementation and measurement of any social media strategy. Buszz monitoring, trending and analytical tools will be demonstrated for effective use in doing both research and informing strategy creation and implementation. Students will also learn that by using the research data, trends, insights and key concepts discovered in the audience research they can now set feasible and realistic goals to judge their social media strategy's success by.

Who should attend:

  • Research Analysts
  • Online Marketers
  • Social Media Strategists
  • Search Marketers
  • Communication Specialists
  • Marketing Professionals
  • Public Relations Specialists
  • Advertising Specialists & Executives

Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing

Can't attend this session? Liana Evans has authored ClickZ Academy's certified online course "Social Media". Find out more.

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
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Search Marketing Standard
State of Search
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