Obsessed With SEO & SEM

November 11-12, 2020
Jacob K. Javits Convention Center

Craft superior ad campaigns and exceed your revenue goals with actionable tactics from the pros

The bounty of options available to search marketers continues to multiply. And yet with each new choice comes new responsibilities. Expanded Text Ads (ETAs) were just the beginning. Audience targeting, automated ad testing, and retargeting continue to evolve and promise higher conversions and ROI, but add complexity to the search marketer’s role at an equally dizzying rate.

You’re devoted to staying up on the latest search marketing tactics and tools. You know the value of learning straight from the experts, including the people behind the ad platforms you use every day. That’s why you should attend SMX® East.

Join us November 13-14, 2019 in New York City for two full days of SEM and PPC sessions specifically designed for search marketers like you. Leave confident of your ability to leverage new formats for your search advertising campaigns. Major players will be there to share firsthand advice on exactly what they’re looking for when it comes to outstanding ad campaigns.

Together, we will dive deep into the areas of search marketing that matter most to you and your bottom line.

SEM Sessions

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SEM Keynote With Microsoft: Smarter Customer Journeys: The ABCs of CX (Customer Experience)

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Overview

For years, search marketers have been obsessed with the marketing funnel - reaching the right person, with the right message, at the right time, with the acquisition as the end goal. However, to succeed in the future, highly successful marketers will abandon the funnel for a flywheel approach where customer experience is at the heart of everything a marketer does.

The future of marketing is understanding the Customer Experience Quotient (CXQ) that is leveraging all of the data and insights into the customer journey and then applying artificial intelligence and machine learning to optimize the customer experience and improve marketing performance. Join Microsoft Advertising for a discussion on the ABCs of CXQ and learn how to reduce the growing gap between the 20% of businesses that have managed to achieve a high customer experience quotient.

Speakers

Christi Olson

Head of Evangelism, Microsoft, @christijolson

Moderator

Ginny Marvin
Editor-in-Chief, Search Engine Land, @ginnymarvin

Breaking Down the Periodic Tables of PPC

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Overview

Join us for the unveiling of Search Engine Land's brand new (and first-ever) Periodic Tables of PPC - a comprehensive look at all the elements paid search advertisers must consider to run effective campaigns. Must-attend for SEMs!

Speakers

Ginny Marvin

Editor-in-Chief, Search Engine Land, @ginnymarvin

Moderator

Ginny Marvin
Editor-in-Chief, Search Engine Land, @ginnymarvin

How To Properly Set Up Testing For Accounts Of All Sizes

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Overview

From keywords to ads to landing pages, testing is essential to managing and growing PPC accounts. However, not all testing is equal: Enterprise, e-commerce, B2B, small accounts and other types of campaigns all have varying amounts of data and items that can be tested.

In this session, you'll learn how to properly set up and manage tests for a variety of account sizes and types, learn tips and techniques for better testing and much more.

Speakers

Ben Vigneron

VP of Analytics, Blackbird PPC

Moderator

Brad Geddes
Co-Founder, AdAlysis - SMX Programming Team, @bgTheory

Awesome Tests, Profitable Results

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Overview

Saddle up for a soup-to-nuts exploration of SEM testing, covering keywords, bids, offers, ads, offers, landing pages and more. Expert panelists will share their real-world testing examples and give you a behind-the-scenes look at the entire process, including how to…

  • Decide what to test
  • Set up your test
  • Successfully execute your test
  • Evaluate results

Join our experts for a peek over their shoulders and the chance to pick up new ideas for improving your testing methods.

Speakers

Moderator

Matt Van Wagner
President, Find Me Faster - SMX Programming Team, @mvanwagner

B2B SEM: Meeting Specific Challenges With Really Smart Tactics

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Overview

B2B advertisers face unique challenges, including:

  • Finding enough search volume on niche or technical keywords
  • Avoiding high volume/low relevance consumer-oriented keywords
  • Measuring success when sales cycles are long and purchases happen mostly offline

In this session, our panel of seasoned B2B marketers will share their hard-learned strategies and tactics for overcoming these challenges and more while creating profitable B2B ad campaigns.

Speakers

Aaron Levy

Director, SEM, Tinuiti, @bigalittlea

Moderator

Brad Geddes
Co-Founder, AdAlysis - SMX Programming Team, @bgTheory

How To Structure Facebook Campaigns For Success

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Overview

Campaign structure can make or break your Facebook campaign performance. In this session, Zenia will show you how to think about campaign structure for optimal performance and why over-segmentation can kill your strategy. Get ready for specific examples and case studies where proper structures really paid off.

Speakers

Zenia Johnson

Account Lead, 3Q Digital, @SocialZenia

Moderator

Kathy Bushman
Director, Events Content, Third Door Media

Must-Have Reports For SEMs

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Overview

How can you show off your work to your clients and your boss? Give them a great report showing your work. How can you tell a story with the data that shows why things are working as they are? Create a data-driven story around your report.

We all know good reports are essential in creating and tuning effective search marketing campaigns. In this session, our experts share their own favorite, lesser-known and specialized reports, show how they use them and explain how to create stories with the data to showcase your own efforts.

Speakers

Samantha Barnes

Associate Director of Data Analytics, Bounteous, Inc, @SamanthasData

Moderator

Brad Geddes
Co-Founder, AdAlysis - SMX Programming Team, @bgTheory

How To Tell Your Brand's Story Through Video Ad Sequencing

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Overview

YouTube video ads have gained traction over the past few years, becoming an integral part of strategy for many brands. But how many brands are using video effectively? This session will show you everything you need to know about video ad sequencing within Google Ads, including:

  • What is video sequencing?
  • When should I use video sequencing?
  • How do I use video sequencing?

Speakers

Brooke Osmundson

Associate Director of Paid Search, NordicClick Interactive, @BrookeOsmundson

Moderator

Kathy Bushman
Director, Events Content, Third Door Media

SEO and SEM Data Sharing For Maximum Impact

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Overview

As the search industry matured, SEOs and SEMs were often siloed in different teams, with little direct communication. Times have changed, with silos breaking down and marketers often taking on multiple, cross-disciplinary roles. And with good reason: SEOs and SEMs can learn a lot from each other, and leverage skills and knowledge to amplify the performance of marketing campaigns. In this session, our speakers explore how sharing data and working together can be a significant boon for search marketers.

Speakers

Wil Reynolds

Founder, Seer Interactive, @wilreynolds

Moderator

Brad Geddes
Co-Founder, AdAlysis - SMX Programming Team, @bgTheory

From Targeting Practice To Targeting Perfection: Your Key To Better Results

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Overview

It used to be that you'd come up with a list of keywords, add some targeting and launch your campaign. Not anymore. In today's world, customers are bombarded by more messages and ads than ever, and have high expectations that you'll deliver a seamless user experience at every stage of their journey.

In this session, you'll learn how to understand and apply all of your targeting options so you can hone in on your best audiences at all stages of the buying cycle and message them more effectively. You'll also learn how to apply targeting to save money by excluding audiences that are not likely to convert.

Speakers

Brooke Osmundson

Associate Director of Paid Search, NordicClick Interactive, @BrookeOsmundson

Moderator

Matt Van Wagner
President, Find Me Faster - SMX Programming Team, @mvanwagner

SEM Keynote With Google: Advance Your Omnichannel Strategy for the Holiday Season and Beyond

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Overview

With more connected devices and digital touchpoints, customer journeys have become more complex. In order to win customers and drive results across channels, it's critical to measure and optimize for both online and offline sales. Join Google product experts to discover how machine learning and automation can help you optimize for omnichannel success at scale for the holiday season and beyond.

Speakers

Zack Bailey

Head of Omnichannel Solutions, Google

Irem Erkaya

Global Product Lead, Google

Moderator

Ginny Marvin
Editor-in-Chief, Search Engine Land, @ginnymarvin

How Brands Approach SEO and SEM

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Overview

Brands face unique challenges when it comes to SEM and SEO:

  • Maintaining brand image within restrictive headline and description requirements
  • Ensuring that testing doesn't impede other branding efforts
  • Following trademark guidelines

These are just a few issues that make search advertising tricky. Brands must also have to carefully plan SEO efforts, with marketing and product groups coordinating "ownership" of keywords, content and other assets.

In this session, you'll hear first-hand how successful brands are overcoming these and other pressing issues in their search marketing campaigns.

Speakers

Mike Henderson

Digital Marketing Director, SuretyBonds.com, @innuhendo

Chanelle Harbin

SEO Manager, Disney ABC Television Group, @chanelle_harbin

Moderator

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

Clarifying The Murky Waters Of Attribution

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Overview

Tools from Google, Facebook and others provide insights when it comes to attribution. But the attribution mystery is far from solved. And efforts to enhance privacy -- Safari's Intelligent Tracking Prevention, Firefox's Enhanced Tracking Prevention and Chrome's cross-site cookie and fingerprinting crackdown -- are making attribution more difficult by intentionally obscuring visibility into conversions.

In this session, attribution experts will discuss how to recognize and communicate attribution blind spots as well as develop and implement models that can inform campaign optimization and budget allocation for all stages of the marketing funnel.

Speakers

Simon Poulton

VP, Digital Intelligence, Wpromote, @spoulton

Moderator

Ginny Marvin
Editor-in-Chief, Search Engine Land, @ginnymarvin

Conversion Optimization For The Long Run

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Overview

Most advertisers spend a lot of time and energy optimizing the title, URL and copy of their ads... but there's so much more you can do when it comes to creating successful campaigns!

In this session, you'll learn how to find quick wins and turn them into sustainable, longer-term gains by focusing on landing page and campaign optimization techniques for B2B, B2C, lead gen, e-commerce and more.

Speakers

Jeremy Epperson

Growth Consultant and Startup Advisor, Conversion Guides

Moderator

Matt Van Wagner
President, Find Me Faster - SMX Programming Team, @mvanwagner

Ask The SEMS

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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 PowerPoints. No holds barred. No BS. Join us for an open Q&A to get all your questions answered.

Speakers

Andrew Cooper

Associate Director, eCommerce, Metric Theory

Zenia Johnson

Account Lead, 3Q Digital, @SocialZenia

Samantha Barnes

Associate Director of Data Analytics, Bounteous, Inc, @SamanthasData

Duane Brown

Founder & Head of Strategy, Take Some Risk Inc., @duanebrown

Moderator

Ginny Marvin
Editor-in-Chief, Search Engine Land, @ginnymarvin

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