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SES San Jose ’09 Day #3 – Advanced Paid Search Techniques

Session Name: Advanced Paid Search Techniques Session Speakers/Panelists:Chris Boggs, Thomas Bindl, Bill Lan, Andrew Goodman, Sage Lewis, Ari Levenfeld Session Summary:Thomas Bindl starts off the session talking about detailed measuring as it's critical to success.  Search Funnel Navigational Informational Transactional A quarter of all tracking data is wrong 25.3% of conversions need 2+clicks Attribution Management Understand cross-channel effects Brand works better with generic terms Define a value for all clicks that lead to conversions Longer the sales cycle, the more important in doubt credit the last click the most, but not everything Optimize for KPIs Measure Keyword/Ad Text performance Placement Performance Content Network landing page Revenue per impression/click Page impressions to click Measuring Exactly Stricter Match type means easier tracking Cutting the long tail short The next presentation, Bill Lan talks about Utilizing search query reports. Broad Keyword –> Search Query –> convert to exact match and identify winners and losers, negative terms. He … Read entire article »

Filed under: SES Conference Coverage

SES San Jose ’09 Conference Coverage – Day #2

Session #1: Small Voices, Big Impact: Social Media for the Little Guy Session Speakers/Panelists: Stoney deGeyter, Jennifer Evans Laycock, Ron Jones, Billie Jo Waara Live Summary: Jennifer Evans Laycock starts off the session with a great presentation about Social Media Conversations (Not Marketing). She goes into saying that Social Media is not a channel to push products and for companies to stop running towards the bleeding edge. There are good tools and properties that survive and other that do not and that is why you should not always run to the next shiny object. Social Media is also essential in our recession. Consumers are hunting for information –> Social Media Conversation <– Companies hunt Feedback Flickr: All visual. Deeper than just pictures, it's a community. We are visual people. There's a different … Read entire article »

Filed under: SES Conference Coverage

SES San Jose ’09 Conference Coverage – Day #1

Opening Keynote Address: Clay Shirky, Author, Here Comes Everybody Live Summary: Well, all attendees are gathered together in a very large auditorium looking room with strobe lights and interesting music which reminds me of an 80's High School Dance. Mike Grehan, looking dapper in his business suit, introduces Clay Shirky. Clay talks about his book. He talks about how Group action just got easier because there is a change in user behavior.  Discusses how Facebook has influenced a business practice that company HSBC has been criticized for. Facebook created a grass-root effect where people got together and fought back against HSBC's business practices. HSBC changed their practices because the people created enough bad PR initiated through Social Media. It is this phenomena that has changed the way businesses and news is … Read entire article »

Filed under: SES Conference Coverage

Exclusive Interview with David Roth, Director of Search Marketing at Yahoo.

Exclusive Interview with David Roth, Director of Search Marketing at Yahoo.

SemGeek is proud to present an exclusive online interview with David Roth, Director of Search Marketing at Yahoo. This interview is brought to you in cooperation with the Search Engine Strategies' Pre-SES San Jose 2009 Blog & Q&A Coverage. About David RothDavid guides SEM and SEO strategy across all Yahoo properties, overseeing programs, managing infrastructure teams, and establishing internal best practices and campaign management standards. He has 10 years of SEM experience, recently working with … Read entire article »

Filed under: Exclusive Interviews, SES Conference Coverage, Yahoo Search