10 years of search marketing success

Increase conversions and drive ROI through enhanced SEM efforts

The bounty of options available to SEMs continues to multiply. The redefinition of AdWords exact match type is just an example. Audience targeting, automated ad testing and retargeting continue to evolve and promise higher conversions and ROI, but add complexity to the experienced SEM.

SMX Advanced dives into the breaking updates in SEM with sessions focused on the latest in advanced A/B testing, audience targeting, AdWords Experiments, enhanced analytics tactics and more. The conference agenda features sessions specifically designed to ensure you are taking advantage of new formats for your search advertising campaigns.

Search marketing experts from agencies and brands take center stage sharing actionable SEM tactics that accelerated their paid search performance.

Tell me more about
SMX Advanced!

Feed your obsession with SEM at SMX Advanced! Check out all the SEM sessions below.

SEM Sessions

  • Show All Session Details
  • Hide All Session Details

Welcome & SEM Keynote Conversation: Google & SEM

labels Close

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

SEM Keynote Conversation: Bing & SEM

labels Close

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

The Mad Scientists Of Paid Search

labels Close

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

Conversion Optimization: Turning Quick Wins Into Winning Streaks

labels Close

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

labels Close

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

Taking Audience Targeting To The Next Level

labels Close

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

labels Close

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

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

labels Close

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

Paid Search & Social: Twin Children Of Different Mothers

labels Close

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

Maximizing Performance With AdWords Campaign Drafts And Experiments

labels Close

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

Protecting Your Branded Keywords

labels Close

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, Art 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

Art Vigil

VP, Sales & Agency Development, The Search Monitor, @artvigil

Moderator

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

The Neverending Quest For Better Paid Search Campaigns

labels Close

Overview

No matter how much success you've achieved, as a SEM manager, you are always seeking more clicks, lower costs and higher profits.

In this panel, our experts will present their favorite tactics to rejuvenate underperforming or mature search and display ad campaigns, get rid of dead weight and find new growth in AdWords and Bing Ads search and display campaigns.

Speakers

David Szetela

Owner and CEO, FMB Media, @szetela

Brad Geddes

Co-Founder, Adalysis, @bgTheory

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

The Powerful (And Delicate) Art Of Targeting Individuals

labels Close

Overview

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

Advanced Audience Testing Strategies & Tactics

labels Close

Overview

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

Winning Strategies For Amazon Marketing Services

labels Close

Overview

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

A Year of Change In The Online Ad Universe

labels Close

Overview

Much has changed since you last attended SMX Advanced. Expanded text ads replaced standard text ads. Then responsive ads replaced expanded text ads on the display network. Flash ads are gone, and HTML5 ads are here to stay. In the past year, all of your basic ad formats have changed. The starting place for ads is now ETAs and responsive ads.

In this session, we will examine the new ad formats, how to optimize them and how to maximize the performance of your campaigns in this brave new world.

Speakers

Chaitanya Chandrasekar

CEO, Co-Founder, QuanticMind, @cchaitanya

Cory Henke

Founder / Business Development, Variable Media Agency

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Ad Customizer Lessons From The Airline Industry

labels Close

Overview

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

The Power Of Visual Discovery To Inspire Consumers To Action

labels Close

Overview

The future of search will look drastically different than what we're used to. As visual search emerges, the way to engage a consumer and move them from inspiration to action is changing. Pinterest is spearheading this new approach to search, with its recent launch of a series of visual discovery tools. Learn how this new way of searching is allowing brands to reach consumers earlier in their decision-making process while bridging offline discovery with online search.

Speakers

Michael Akkerman

Head of Marketing Partners, Pinterest, @mikeakka

Moderator

Pamela Parker
Contributing Editor, Search Engine Land, @pamelaparker

Inside Apple Search Ads For The App Store

labels Close

Overview

According to Apple, over 65 percent of downloads come directly from a search on the App Store. It follows that one of the best ways to help people discover your app is to use Search Ads, which are displayed at the top of App Store search results.

This session covers best practices for Search Ads, including advanced features to allow you greater control over your campaigns and the audience who will see your ads.

Speakers

Rory Mudie

Founder & CEO, Redbox Mobile PLC, @roryredbox

Moderator

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

SEM Analytics: Giving Your Educated Guesses An Advanced Degree

labels Close

Overview

We often end up relying on educated guesses to justify ad spend, no matter how hard we try to understand SEM campaign attribution across devices, channels and networks

In his session, we'll:
- identify tactics for making better decisions from messy, complex data.
- generate better analytics data by deciding what's important and relevant.
- discuss how to work around data imperfections, blind spots and ambiguities.
- show how to tease actionable insights from analytics.
- generate reports that demonstrate your findings with crystal clarity.

Speakers

Andrew Garberson

Manager of Search Marketing, LunaMetrics, @garberson

Chris Alvares

Product & Innovation Lead, PMG, @chrisalvares

Andrew Ruegger

Senior Partner, Head of Data Science, Catalyst, @aruegger

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Inside Mobile App Campaigns For Google Play

labels Close

Overview

Google's Play Store will generate $10 billion in app revenue in 2017, so to effectively snare some of that revenue you need to know how to harness search demand to drive app installs. This session covers best practices for setting up, running and fine-tuning mobile app campaigns via AdWords, including advanced features that offer greater control over your optimizations and audience targeting.

Speakers

Maddie Cary

Director of Paid Search, Point It, @MaddieMarketer

Moderator

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

Essential App Store Optimization Techniques

labels Close

Overview

Although Uber is known as a global transportation network, the Uber mobile app is the life and soul of the company. In this session, Dan Held, Uber's Head of App Store Optimization reveals how the company makes their marketing more efficient through properly implemented App/Play Store SEO and CRO.

Speakers

Dan Held

App Store Optimization Manager, Uber, @danheld

Moderator

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

Ask The SEMs

labels Close

Overview

From macro trends to micro tactics, here's your opportunity to ask our panel of leading paid search experts anything and everything ad-related.

No PowerPoint. No holds barred. No BS. An open Q&A to get all your questions answered.

Speakers

Maria Corcoran

Search Marketing Program Manager, Adobe Systems, @mariacorcoran

Brad Geddes

Founder, AdAlysis, @bgTheory

Maddie Cary

Director of Paid Search, Point It, @MaddieMarketer

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Obsessed with SEO and SEM?

View the complete agenda here.

You're invited to join the SEM track

Tell me more about SMX Advanced!

Get insider announcements, exclusive offers and breaking news.

Back to Top