10 years of search marketing success

SMX Advanced 2017 Agenda

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Calendar

IN-PERSON NETWORKING – June 12th

6:00PM - 7:30PM

SPONSORED BY:

   Bruce Clay, Inc.

7:30PM - 10:00PM

SPONSORED BY:

   
Calendar

Tuesday - June 13th

7:30 AM-9:00 AM

Breakfast/Registration

9:00 AM-10:15 AM

Welcome & SEO Keynote Conversation: AMA With Google Search

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    SEO
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    SEO

Overview

SMX Advanced kicks off for SEOs with Google taking on all questions. We'll cover some of the most-discussed SEO issues and have plenty of time for open Q&A from the audience. You won't want to miss it!

Speakers

Gary Illyes

Webmaster Trends Analyst, Google, @methode

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan
9:00 AM-9:35 AM

Welcome & SEM Keynote Conversation: Google & SEM

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    SEM
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    SEM

Overview

What's new with Google ads? What future developments and opportunities for advertisers can you expect. In this session, you'll hear directly from Google about the SEM landscape at the search and display giant.

Speakers

Jerry Dischler

Vice President, Product Management, AdWords, Google, @jdischler

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin
9:35 AM-10:10 AM

SEM Keynote Conversation: Bing & SEM

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    SEM

Overview

With 20 percent market share, Bing offers many opportunities for advertisers to reach new markets, often at lower cost and greater return than its dominant competitor. In this keynote conversation, learn why Bing is a compelling alternative for search marketers.

Speakers

Steve Sirich

General Manager, Global Search Ads Business, Microsoft, @stevesirich

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

10:15 AM-11:00 AM

Refreshments & Expo Hall Grand Opening

(open to Networking Pass holders)

11:00 AM-12:15 PM

The Periodic Table of SEO Ranking Factors: 2017 Edition

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    SEO
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    SEO

Overview

Our traditional deep-dive examination of search ranking factors that influence your results. What's on the rise, what's on the decline, and what still works? You'll leave this session knowing the key elements that will deliver maximum SEO success over the coming year and beyond.

Speakers

Marcus Tober

Founder/CTO, Searchmetrics Inc., @marcustober

Leslie To

Sr. Director of SEO, 3Q Digital, @itsleslieto

Jacob Virgil

Senior SEO Associate, Red Ventures, @jacobvirgil

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan

The Mad Scientists Of Paid Search

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    SEM

Overview

While most of us spend our days toiling away in the deepest details of paid search campaigns, the Mad Scientists of paid search are running experiments, testing regression models and analyzing larger trends to unlock the fundamental secrets of paid search auctions, attribution, economics and search behaviors.

In this perennially popular session, you'll hear directly from distinguished marketing scientists as they present their latest discoveries, insights and knowledge you can test out for yourself.

Speakers

Andy Taylor

Associate Director of Research, Merkle, @PronouncedAhndy

Andreas Reiffen

Founder & CEO, Crealytics, @AndreasReiffen

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Advanced Remarketing All Day

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Overview

Remarketing is the key to both beating your competitors and reaching your customers right when they need you. Bing is launching several new remarketing features so come join us to make sure you're on top of the most advanced tactics.

12:15 PM-1:45 PM

Lunch & Expo Hall Time

1:45 PM-3:00 PM

AMP For Advanced SEOs

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    SEO

Overview

With accelerated mobile pages now over a year old and fully integrated into Google Search, advanced SEOs need to be aware of the latest implementation techniques, display issues, measurement capabilities and more. This session takes you deep inside the latest with AMP.

Speakers

Ranna Zhou

Product Manager, Content and Context, Search, Google, @rannazhou

Scott Sala

SEO Manager, iProspect, @scottsala

Paul Shapiro

Director of Strategy & Innovation, Catalyst, @fighto

Moderator

Danny Sullivan
Founding Editor, Search Engine Land, @dannysullivan

Conversion Optimization: Turning Quick Wins Into Winning Streaks

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    SEM

Overview

SEM managers are under great pressure to improve conversion performance ASAP! In this session, our speakers will show you how they identify quick wins and how to repeat their successes over time. We'll cover landing page optimization techniques for B2B, B2C, lead generation, e-commerce and more.

Speakers

Jeremy Epperson

Director of CRO, 3Q Digital, @Jeremy3Q_CRO

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Local Search Braintrust: Open Q&A on Local SEO & PPC

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    Vertical

Overview

You have questions? Ask us anything! Our panel of local search experts has answers. From the basics of local listing optimization, reviews and citations and local SEM to the more complex local search issues that can sink a campaign, we'll take all questions and turn them into actionable strategy and tactics that you can take home and start using. This is a PowerPoint-free session: no presentations, just answers to your questions!

Speakers

David Mihm

Founder, Tidings, @davidmihm

Greg Gifford

Director of Search and Social, DealerOn, @greggifford

Dana DiTomaso

President & Partner, Kick Point Inc., @danaditomaso

Cindy Krum

CEO, MobileMoxie, @suzzicks

Moderator

Matt McGee
Editor In Chief, Search Engine Land & Marketing Land, @mattmcgee

Excel & Reporting Mastery

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    Solutions A

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Overview

We can’t do our jobs without Excel. We can’t be great at our jobs if we’re not great at Excel. Come to Excel with Bing and learn all about Excel! Also, Do you know which reports give you the best picture of your campaign status? Which report is the go-to when you want to understand why clicks went up 25%? Knowing how to efficiently pull the most useful reports from your Bing Ads dashboard can save hours of data dabbling, give you the right fuel to take to quarterly review meetings and help boost your success.

Five Ways to Go Beyond PPC Call Tracking: How Allstate and Suntrust Bank Maximize ROI

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    Solutions B

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Overview

With the rise of mobile, understanding and mastering the inbound call channel has never been more important. In this session, you'll learn how Allstate and SunTrust Bank harness inbound calls to optimize bids, leverage artificial intelligence and create powerful lookalike audiences to deliver measurable ROI. Advanced search marketers (you!) will leave with new ideas from your cutting-edge peers and step-by-step instructions to help you achieve the same results!

Speakers

Pooja Tripathi

Sr. Enterprise Customer Success Manager, Invoca

Brennie Conkle

VP, Customer Strategy, Invoca

3:00 PM-3:30 PM

Refreshments & Expo Hall Time

(open to Networking Pass holders)

3:30 PM-4:45 PM

Mobile-First For The Advanced SEO

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Overview

Google is now using a mobile-first index that is based on how a mobile device would crawl the web. If you have a well-optimized site, this shouldn't impact your traffic, but there are steps you can take to fully capitalize on the opportunity presented by this radical new approach to indexing content.

We'll discuss techniques for performing an audit in a mobile-first world to ensure that content, links, metadata and structured data are compliant, regardless of how your site is accessed by users. We'll also discuss tactics and techniques to improve the mobile user experience and potentially boost rankings in this new mobile-first world.

Speakers

Leslie To

Sr. Director of SEO, 3Q Digital, @itsleslieto

Patrick Stox

Technical SEO, IBM, @patrickstox

Gary Illyes

Webmaster Trends Analyst, Google, @methode

Moderator

Barry Schwartz
News Editor, Search Engine Land, RustyBrick, @rustybrick

Taking Audience Targeting To The Next Level

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Overview

Audience targeting allows you to be precise in choosing who sees your ads and the bids for each group. Enhance your toolbox with targeting options such as demographics, similar lists, in-market audiences and CRM data. Create custom combinations and fine-tune the displays for your audiences, or even exclude audience groups.

In this session, learn to use advanced audience targeting to identify prospects and customers and ultimately maximize the ROI of your campaigns.

Speakers

Andy Taylor

Associate Director of Research, Merkle, @PronouncedAhndy

David Szetela

Owner and CEO, FMB Media, @szetela

Michelle Morgan

Director of Client Services, Clix Marketing, @michellemsem

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

Protecting Your Brand In The Era Of Fake News

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    SEM
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    Vertical

Overview

Fake content and information is a growing problem for advertisers in 2017. Both Google and Facebook have taken steps to address the challenge of false news, but advertisers using other automated platforms may be unaware that their ads are displayed on sites that spread disinformation, foster partisan ire or promote hateful or discriminatory views. To avoid "guilt by association" brands need to understand and take steps to control where their online ads are displayed. Attend this session to learn how to avoid getting stung by this unfortunate online phenomenon.

Speakers

Seth Meisel

Digital Marketing Manager, Thriftbooks.com, @SethMeisel

Christopher Morris

Indirect Yield, Display Monetization, Microsoft

Katy Tonkin

Vice President, Digital Strategy, Point It, @katytonkin

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Search + TV = Wins

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Overview

Harness the power of second-screen search. Microsoft and TVTY shared our research on TV, search, brand recognition and customer behavior to bring you cutting edge insights on reaching your customers. We'll arm you with actionable info to help you surpass your competitors and make your PCC campaigns pop!

4:45 PM-5:00 PM

Break

5:00 PM-6:00 PM

Paid Search & Social: Twin Children Of Different Mothers

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    SEM
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    Vertical

Overview

Advanced search marketers (Yes, that means you!) are best prepared to handle the growing complexity of traditional search and emerging social media advertising. Hey, you've mastered scripts, bid modifications and elaborate combinations of extensions, right? Tackling paid search and social requires similar thinking and detailed execution.

Learn how to apply your hard-earned expertise to marry search and social media advertising, creating the ultimate combination of push and pull.

Speakers

Maggie Malek

Head of Social Media, MMI Agency, @MagsMac

Jake Favaro

Account Director, 3Q Digital, @3QDigital

Kieley Taylor

Head of Social, Catalyst, @kielstar11

Moderator

Pamela Parker
Contributing Editor, Search Engine Land, @pamelaparker

Skinny on the Future of Bing

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We want to chat with you! Come to Excel with Bing to meet some of the Bing Ads team. We’ll have engineers, insights managers, account team members and customers on stage to answer all your questions and give you a sneak peek into the future of Bing Ads.

5:00 PM-5:30 PM

Inside Intel - The Art & Science Of SEO At A Global Scale

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    SEO

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The challenge: Deliver SEO at scale across 19 languages and 37 ccTLDs while addressing the needs of each customer at a local level. Sound impossible? This case study takes an inside look at how one of the world's most recognized technology brands is successfully leveraging its CMS platform, IT infrastructure and SEO workflow processes to meet the needs of its global customers.

Speakers

Chiemi Mochizuki

Translation Process Integration Manager and Translation Service Owner, Intel

Sara Lockhart-Sirman

Technical SEO IT Manager, Intel, @sls828

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

Advanced Testing: What 4,000 A/B Tests Can Teach You

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    SEM
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    SEM

Overview

A/B testing sounds easy, but there are many nuances to doing it properly that can confound even the most experienced advertisers. In this session, Ayat will share nine lessons learned from doing conversion optimization for hundreds of campaigns over the past eleven years. You'll learn critical lessons for the success of any A/B testing program, including
- the "Simpson paradox"
- how to overcome stakeholder bias
- why it's crucial to avoid the "bet at the bar" phenomenon

Speakers

Ayat Shukairy

VP of Client Solutions and Co-Founder, Invesp, @ayat

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner
5:30 PM-6:00 PM

What's Next With Search & SEO?

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Overview

Join us as Search Engine Land founding editor Danny Sullivan takes you on a journey of the latest developments with search results and what the future might hold for advanced SEOs.

Speakers

Danny Sullivan

Founding Editor, Search Engine Land, @dannysullivan

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

Maximizing Performance With AdWords Campaign Drafts And Experiments

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    SEM
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    SEM

Overview

Campaign drafts allow advertisers to test multiple changes to an existing campaign without actually pushing changes live and impacting results. This tactic is great for simple ad variation testing, but you can do so much more:
- testing variables like bidding to profitability
- assessing the effectiveness of individual extensions
- understanding the impact of extension cannibalization
- determining optimal campaign settings and more

Learn how to push beyond standard paid search metrics to get the most from your search and display campaigns.

Speakers

Michael Elkins

Director of Paid Media, Red Ventures, @CPMelkins

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

6:00 PM - 7:00 PM

SMX Expo Hall Reception Meet the market leading solution providers exhibiting at SMX Advanced, while enjoying a beverage, snacks and networking.

(open to Networking pass holders)

9:00 PM-11:00 PM

SMX Expo After Dark SMX After Dark @ MoPop

Calendar

Wednesday - June 14th

8:00 AM-9:00 AM

Breakfast/Registration

9:00 AM-10:15 AM

Dealing With Algorithm Updates: What Advanced SEOs Need To Know

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    SEO

Overview

Times have changed; these days, Google rarely confirms algorithm updates. In fact, the Panda algorithm runs continuously and is continually evolving. Likewise, the Penguin algorithm runs in real time, and it's common to see ranking and traffic changes on a daily or weekly basis.

Without guidance or transparency from Google, how should SEOs react to ranking changes or possible penalties? How can you manage boss or client expectations? This session explores essential SEO survival tactics in this era of constant change.

Speakers

Olga Andrienko

Head of Social Media, SEMrush, @olgandrienko

Jeff Preston

Senior Manager, SEO, Disney Interactive, @jeffreypreston

Marie Haynes

Owner, HIS Web Marketing, @marie_haynes

Moderator

Barry Schwartz
News Editor, Search Engine Land, RustyBrick, @rustybrick

Reaching Your Audiences Across Display, YouTube & Gmail

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Getting and keeping your customers is every marketer’s goal. But it’s not about reaching as many customers as possible. It’s about reaching the right customers in the right context at the right time. This session explores how to build an advanced audience strategy across the Google Display Network, YouTube & Gmail to maximize your performance.

9:00 AM-9:25 AM

Protecting Your Branded Keywords

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    Spotlight

Overview

When competitors bid on your branded keywords, it can confuse your customers and drive up your costs. How can you fight back? In this session, Lori shows you how to protect your branded keywords from even the most annoying competitors. You'll learn:
- how to report violations to the engines and get them to take down ads that infringe on their rules.
- how to bid on your competitors' keywords in a smart way to fight back.
- how to cooperate with partner advertisers to box out unwanted competitors.

You'll not only reclaim your rightful "turf" but also see CPCs drop and clicks increase when you fight back against unwanted brand bidding by advertisers.

Speakers

Lori Weiman

CEO, The Search Monitor, @searchmonitor

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
9:25 AM-9:50 AM

The Powerful (And Delicate) Art Of Targeting Individuals

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While it's not possible to capture an email address or other personally identifying information in Google Analytics, there is an effective way for you to track and target individuals with your ads, email and marketing campaigns. This session explores how you can use "UserId" variables to aggregate an individual's activity across all their devices on your sites to get a complete view of how they consume your content and behave before and after conversion.

Speakers

Thom Craver

Senior SEO Analyst, CBS Interactive, @ThomCraver

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman
9:50 AM-10:15 AM

Advanced Audience Testing Strategies & Tactics

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Having a deep understanding of your customers and prospects is more than ever, especially if you are a well recognized brand. In this session, you'll learn from Adobe's Worldwide Search Operations Program Manager Maria Corcoran who will share the details of an extensive audience performance audit that provided deep insights that led to significant actionable tactics and improved results for all of Adobe's online marketing campaigns.

Speakers

Maria Corcoran

Search Marketing Program Manager, Adobe Systems, @mariacorcoran

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

10:15 AM-11:00 AM

Refreshments & Expo Hall Time

(open to Networking Pass holders)

11:00 AM-12:15 PM

Unleashing Machine Learning with Audiences, Attribution and Ads

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Machine learning may sound daunting, but you might already be using it in AdWords. Learn all about our best practices for audiences, attribution and ads, including the simple steps you can follow to put machine learning to full use.

11:00 AM-11:25 AM

Attaining Position Zero: Featured Snippets In The Google Home & Google Assistant World

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    SEO

Overview

What's Position Zero? It's when Google elevates an answer above number one and into the often-coveted "featured snippets" highlight position, according to Dr. Pete Myers of Moz.

But attaining the "featured snippet" for any search query delivers more than just position zero in desktop and tablet search results. Position zero also determines the spoken answer to queries to Google Assistant and Google Home.

In this session, you'll learn the latest about how Google determines featured snippet answers and receive actionable advice for advanced SEOs.

Speakers

Eric Enge

CEO, Stone Temple Consulting, @stonetemple

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

Winning Strategies For Amazon Marketing Services

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Since 2016, major brands have started shifting budget into Amazon's growing and increasingly important search platform. After all, why not reach shoppers when they are actually shopping?

In this session, Benjamin will discuss what makes Amazon Marketing Services (AMS) different and share how to implement win/pass/play strategies between AMS and other channels such as Google, audience-based buying and conversion optimization specific for AMS.

Speakers

Moderator

Pamela Parker
Contributing Editor, Search Engine Land, @pamelaparker
11:25 AM-11:50 AM

"Alexa, How Do I Do SEO For You?"

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    SEO

Overview

We're rapidly moving into a new era where we search by voice, using natural language sentences rather than keywords. This means it's more important than ever to create well-written and compelling content. And perhaps branch out into new areas, such as voice podcasting, or creating what Amazon calls "skills" (effectively apps) that users can download and interact with. Attend this session to learn how to perform SEO for this new but increasingly important "search engine."

Speakers

Navneet Virk

Vice President, Data and Optimization, Isobar

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman

Ad Customizer Lessons From The Airline Industry

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    SEM
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    Spotlight

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Customizing ads on the fly is now a reality using ad customizers and business data feeds. Dynamically adding real-time data, such as pricing information, is possible by linking sources of data with the AdWords API.

Learn how using this tactic drives higher click-through rates and increases revenue.

Speakers

Alfonso Ramirez

Customer Performance Director, EveryMundo, @ponchrt

Katharina Warzel

Performance Marketing and Data Analytics Director, EveryMundo, @bigdatakatha

Moderator

Pamela Parker
Contributing Editor, Search Engine Land, @pamelaparker
11:50 AM-12:15 PM

Optimizing For Siri & Cortana

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    SEO

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With voice search becoming increasingly common, i''s critical to understand both the opportunities and the challenges and to find cost-effective ways to experiment and learn. And while the fundamentals haven't changed much, voice requires you to think hard about how to use variables such as location, long-tail keywords, reviews and people looking for help accomplishing tasks rather than seeking information.

This session explores the nuances of optimizing for increasingly ubiquitous search assistants such as Siri & Cortana.

Speakers

Purna Virji

Senior Training Manager, Microsoft, @purnavirji

Moderator

Chris Sherman
Partner & VP Event Programming, Third Door Media, Inc., @CJSherman