Breakthrough SEM Testing Tactics

Overview

"Trust but verify," says the Russian proverb; it's even more true for SEMs today. And while everything in your SEM campaigns can be tested, not all types of tests yield actionable results. The techniques and methods, and the how and why of testing, may change depending on whether you are testing ads, landing pages, keywords, bid methods, or even something most of your competitors haven't thought of copied yet.

In this session, SEM experts will show you how they write their greatest ads and how they test more quickly and effectively. They will also share their proven processes for maintaining high performance day after day and month after month.

Speakers

Purna Virji

Senior Training Manager, Microsoft, @purnavirji

Alice Han

Analyst, EveryMundo, @EveryMundo

Chelsea Chambers

Paid Search Associate, Red Ventures, @SEMcchambers

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

View Rates   Register Now


Check out all the SEM sessions happening at SMX East below!

  • Show All Session Details
  • Hide All Session Details

The Art & Science Of Crafting Successful Ads

+ Learn More
labels Close

Overview

With all the options available in AdWords and Bing Ads, creating simple, effective ads has never been so complex. In this session, we'll cover both the art and mechanics of crafting great online ads. We'll cover creative copywriting, how to assemble ad formats, extensions and targeting options for greatest potency, how to design and deploy display ads of every shape and size, and how to integrate ad automation tactics for greater scale and messaging precision.

Speakers

Adam Proehl

Partner, NordicClick Interactive, @adamproehl

Brad Geddes

Co-Founder, Adalysis, @bgTheory

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Shopping Campaign Tips & Tricks You'll Want To Own

+ Learn More
labels Close

Overview

From initial structure to ongoing optimization and last minute tips for holiday success, our panelists will share tips and strategies to systematically and creatively cultivate your Bing and Google Shopping Campaigns into healthy, productive year-round ROAS generators.

Speakers

Jake Favaro

Sr. Director of Client Services, 3Q Digital, @3QDigital

Cady Condyles

Senior Product Marketing Manager, Bing Ads, Microsoft, @cadycondyles

Jared DeSisto

Associate Director, Feeds, Merkle, @merkleCRM

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Hack Your Search Targeting with Synthetic Locations

+ Learn More
labels Close

Overview

For advertisers, especially those with e-commerce storefronts, it can be difficult to make traditional, unbranded SEM worth the investment. Low CTR and conversion rates are symptoms of targeting too large a group, but many marketers don't know how to drill down to the ready-to-buy audience.

The good news is that it's possible for e-commerce brands to do detailed geotargeting using "synthetic locations," finding pockets of motivated buyers and matching them with micro-relevant messages. This session explores setup and optimization, creative and sourcing data to leverage the power of local hypertargeting.

Speakers

Caleb Donegan

VP, Product & Digital Strategy, Balihoo, @calebdonegan

Moderator

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

Why Going Global Is Essential To Your Business

+ Learn More
labels Close

Overview

As the world becomes increasingly connected, it's becoming more vital than ever for virtually all businesses - regardless of size - to have a global online presence. And taking a one-size-fits-all approach won't cut it. Learn from Frederic Schaub, Partner at The Consultancy Group, and formerly Marriott International's Digital Services Senior Manager of Global Strategy as he discusses the right (and wrong!) approaches to international SEO, PPC, social and content, and how marketers can win when going global.

Speakers

Frederic Schaub

Independent Consultant,

Moderator

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

How to Maximize & Measure Performance on the Google Display Network

+ Learn More
labels Close

Overview

Maximizing reach, awareness and performance of your display campaigns is critical to success of GDN campaigns.

This session covers the best ways to prioritize ad formats, creative use of audience segmentation, placement strategies and brand protection considerations and will include a discussion of attribution methods for display.

Speakers

Ted Ives

CEO, SEMCopilot LLC, @tedives

Cara deBeer

Paid Search Director, Catalyst, @CatalystSEM

Michelle Morgan

Director of Client Services, Clix Marketing, @michellemsem

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Paid Search Fundamentals

+ Learn More
labels Close

Overview

Paid search (aka SEM) allows you to generate traffic from search engines by purchasing ads, usually on a cost-per-click (CPC) or pay-per-click (PPC) basis. Knowing the basics of how to structure your first campaign can make the difference between success and failure, and the ability to prove the effort has delivered value is critical to new SEMs.

This session covers the basics of how to purchase placement from the major search engines, including best practices for success with your ads.

Speakers

Matt Van Wagner

President, Find Me Faster, @mvanwagner

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Speaking In Tongues: Mastering Multinational Search

+ Learn More
labels Close

Overview

Setting up and running multinational campaigns is the new frontier for search marketers. But it's not enough just to translate a website and expect good results. Effectively using Hreflang annotations, ensuring proper translation and cultural localization, mastering hosting issues and working with different currencies, tariffs and payment systems require careful work.

This session shows you how to master the lingua franca of the international marketplace without making costly mistakes.

Speakers

Aleyda Solis

International SEO Consultant, Orainti, @aleyda

Moderator

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

Finding Feed-Driven Retail Success Beyond Bing & Google

+ Learn More
labels Close

Overview

You're already successful with Product Listing Ads and Product Ads. Now your focus is on building product search campaigns to drive sales on other channels, including Facebook, Pinterest and Amazon.

In this session, our expert speakers will address opportunities that each of these platforms represent and help retailers ramp up for the holidays.

Speakers

Todd Bowman

Senior Director, SEM and Feeds, Merkle, @ToddBowman68

Jennifer Barry

Director of Social Advertising, DragonSearch, @jenkiaba

Elizabeth Marsten

Senior Director, e-Commerce Growth Services, CommerceHub, @ebkendo

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

AMP: Do Or Die?

+ Learn More
labels Close

Overview

Google has doubled down on Accelerated Mobile Pages (AMP), pushing site owners in every business vertical to convert their sites to support the specification. Google cites multiple case studies highlighting publishers that have seen significant gains in both traffic and conversions with AMP adoption. In Google's new mobile-first world, brands are left to consider whether or not adopting AMP is a smart long-term strategy.

To get an unbiased look at AMP adoption, gains and losses that result and its ease of implementation, we conducted a survey of our Search Engine Land audience. Come to this session for the results, and to hear panelists share their own experiences with AMP. You'll hear case studies from a large publisher, an e-commerce site, and a technical SEO to get a full spectrum view of the challenges and benefits of AMP adoption.

Speakers

John Shehata

Vice President, SEO, Conde Nast, @jshehata

Aleyda Solis

International SEO Consultant, Orainti, @aleyda

Damian Rollison

VP Product, Brandify, @damianrollison

Moderator

Michelle Robbins
SVP Content & Marketing Technology, Third Door Media, Inc., @MichelleRobbins

Paid Search & Social: Twin Children Of Different Mothers

+ Learn More
labels Close

Overview

SEM experts are best suited to master the growing complexity of traditional search and emerging social media advertising. Hey, you've mastered scripts, bids modifications and elaborate combinations of extensions, right? Tackling social requires similar thinking and detailed execution to get positive results.

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

Speakers

Kieley Taylor

Managing Partner, Global Head of Social, GroupM, Catalyst, @kieley_taylor

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

Keynote: Search Marketers Are The Trailblazers In The Emerging Martech Era

+ Learn More
labels Close

Overview

We get it. Marketing is now a software-powered discipline that blends the art of creative and science of data. New technologies are deeply interwoven into marketing operations and strategy. Effectively harnessing them demands new capabilities, talent and management.

In this inspiring keynote, Scott will discuss:
- the evolution of marketing from the "arts and crafts department" to a results-producing, software-driven dynamo,
- how organizations are reinventing their operations and institutional metabolism to cope with the always-on and multichannel world,
- and why search marketers are uniquely qualified to lead in the new "martech era."

Speakers

Scott Brinker

Conference Chair, MarTech & Editor, chiefmartec.com, @chiefmartec

Moderator

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

Brands Talk Search Marketing

+ Learn More
labels Close

Overview

Brands face unique challenges when it comes to SEM, including:

- maintaining brand image within restrictive headline and description requirements
- ensuring that testing takes into account other branding efforts.
- following trademark guidelines.
- and more.

Brands also face significant SEO challenges: coordinating the ownership of keywords, content and other assets with various other marketing groups.

Come hear how brands are handling these and other challenging issues in their search marketing campaigns.

Speakers

Michelle Robertson

Senior Digital Marketing Specialist, Experian, @michemesh

Moderator

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

Breakthrough SEM Testing Tactics

+ Learn More
labels Close

Overview

"Trust but verify," says the Russian proverb; it's even more true for SEMs today. And while everything in your SEM campaigns can be tested, not all types of tests yield actionable results. The techniques and methods, and the how and why of testing, may change depending on whether you are testing ads, landing pages, keywords, bid methods, or even something most of your competitors haven't thought of copied yet.

In this session, SEM experts will show you how they write their greatest ads and how they test more quickly and effectively. They will also share their proven processes for maintaining high performance day after day and month after month.

Speakers

Purna Virji

Senior Training Manager, Microsoft, @purnavirji

Alice Han

Analyst, EveryMundo, @EveryMundo

Chelsea Chambers

Paid Search Associate, Red Ventures, @SEMcchambers

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

Man + Machine: Exploring The Brave New Universe For Today's Online Marketers

+ Learn More
labels Close

Overview

With artificial intelligence, machine learning, data science, business automation, creative scripting, chatbots and other cutting-edge technologies, the role of the modern search marketer changes as rapidly as the advancements in marketing technology happen. Powerful platforms exist that appear to render SEO and SEM professionals virtually obsolete, but things are rarely as they seem. Now more than ever, human creativity and insight need to direct these scalable technologies.

Join our panel -- comprised of a seasoned content marketer, a veteran "Mad Man" and an analytics guru -- for a deep dive into the role machines and humans play modern marketing. You'll get insights into the realities search marketers face in the new machine learning/AI-enabled platforms landscape. You'll also learn tactics to address the most pressing challenges you face today, and how to prepare for what's next to ensure conversions -- and survival -- in this "rise of the machines."

Speakers

Annie Cushing

SEO and Analytics Consultant, Annielytics.com, @AnnieCushing

Merry Morud

Social Advertising Director, aimClear, @MerryMorud

Elizabeth Clark

CEO & Co-Founder, Dream Agility Ltd, @dreamagility

Moderator

Michelle Robbins
SVP Content & Marketing Technology, Third Door Media, Inc., @MichelleRobbins

Taking Audience Targeting To The Next Level

+ Learn More
labels Close

Overview

Audience targeting allows you to be precise in choosing who sees your ads and the bids for each group, but getting it right can be tricky and takes testing. And today, your options for targeting are greatly enhanced with options such as demographics, similar lists, in-market audiences and CRM data. Once you master the basics, you'll be able to create custom combinations and fine-tune 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

Joe Martinez

Senior Manager, Paid Media & Community, Granular, @MilwaukeePPC

Jeffrey Stewart

AVP, Digital Communications, VITAS, @JeffreyMStewart

Ashley Plack

SEO Strategist, Stanley Black and Decker, @ashleyplack

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

Marketing Partners: Essential Allies Or Necessary "Frenemies?"

+ Learn More
labels Close

Overview

"Give me a lever long enough and a fulcrum on which to place it, and I shall move the world." -- Archimedes

Working with marketing partners -- franchisees, resellers, affiliates -- is a great way to amplify your marketing efforts. But if not managed conscientiously, they can also cause friction, waste resources and confuse or alienate customers.

In this session, you'll learn how marketers who have developed successful large-scale partnerships created win-win programs that benefited all key stakeholders.

Speakers

Julie Collins

Vice President‚ Integrated Brand Marketing, Morgan Stanley, @jknob8

Kevin Mullett

Director of Social Media and Visibility, MarketSnare, @kmullett

Amy Shipman

Online Strategist, Supplies, HP, Inc.

Moderator

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

Faster & Smarter: Moving From Manual to Automated SEM Campaign Management

+ Learn More
labels Close

Overview

Whether you are running a single campaign or managing multiple accounts for multiple clients, your ability to stay ahead of your competition depends on how quickly and effectively you manage and leverage your time.

In this session, we'll show you tactics, strategies and tools to move from manual to automated management of repetitive tasks. You'll be prepared for artificial intelligence (AI) tools that promise to radically change how we all manage our campaigns.

Speakers

Russell Savage

Engineering Manager, Cask Data, @russellsavage

Oliver Greifenstein

Product Owner AdEngine, Smarter Ecommerce GmbH, @ogreifenstein

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

B2B SEM: Meeting Specific Challenges With Really Smart Tactics

+ Learn More
labels Close

Overview

B2B advertisers face unique challenges such as finding enough search volume on technical, niche keywords, keeping clear of high volume consumer-oriented keywords. long sales cycles that happen mostly offline, and countless others. In this session, seasoned B2B marketers will share their hard-learned strategies and tactics for creating profitable B2B ad campaigns.

Speakers

Justin Freid

SVP, Emerging Media, CMI Media, @justin_Freid

Jeremy Goodrich

Principal Growth Marketing Manager, Treasure Data, @jeremygoodrich

Amy Bishop

Director: Digital Marketing & MarTech, ZirMed, @hoffman8

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

How To Develop Multichannel Attribution Models That Move The Needle

+ Learn More
labels Close

Overview

Tools available in Adwords, Analytics and now Google Attribution, as well as third-party tools, provide more flexibility and insights than ever. But that doesn't mean attribution has become easier, or is even "solved" for most advertisers.

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

Speakers

Janet Driscoll Miller

President and CEO, Marketing Mojo, @janetdmiller

Adam Proehl

Partner, NordicClick Interactive, @adamproehl

Simon Poulton

Director of Digital Intelligence, Wpromote, @spoulton

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Conversion Optimization: Turning Quick Wins Into Winning Streaks

+ Learn More
labels Close

Overview

SEMs are under tremendous pressure to improve conversion performance ASAP! But don't rush things. Knowing where to focus and what to test first could be the difference between success and failure.

In this session, expert SEMs will show you how they identify quick wins and how to repeat successes over time. We'll cover landing page optimization techniques for B2B, B2Cm lead generation, e-commerce and more.

Speakers

Jeremy Epperson

Director of Conversion Optimization, 3Q Digital, @Jeremy3Q_CRO

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Unleashing The Power Of Online Video Ads

+ Learn More
labels Close

Overview

Video ads are among the fastest growing segments in digital advertising, particularly on mobile. With more options available on more channels, the power of video is undeniable.

In this session, we'll dive into creative, campaign optimization, brand safety considerations and more. We'll also discuss extending video efforts beyond YouTube and highlight differences in targeting, creative and measurement capabilities.

Speakers

Allen Martinez

Founder, Noble Digital, @nobledigitalone

Susan Wenograd

Partner & SEM Manager, Five Mill, Inc, @susanedub

Cory Henke

Founder / Business Development, Variable Media Agency

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Competitive Research For SEM

+ Learn More
labels Close

Overview

It's not enough to be brilliant with your own SEM efforts. You need to know what your competitors are up to. That means identifying their keywords, landing page and quality score strategies and campaign management practices. In short, you need to know everything they're doing to enhance their visibility and diminish yours.

Attend this session and learn how to easy it is to apple the time-tested techniques of competitive intelligence to your SEM campaigns to sharpen your marketing edge.

Speakers

Adam Proehl

Partner, NordicClick Interactive, @adamproehl

Jon Meck

Technical Marketing Manager, LunaMetrics, @jmeck

Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

SEM Analytics: Giving Your Educated Guesses An Advanced Degree

+ Learn More
labels Close

Overview

Despite your best intentions to use data and analytics to drive your decision-making, you end up relying on educated guesses to justify ad spend and evaluate ad performance. It can seem impossible at times to completely 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 glean actionable insights from your data and analytics.
- generate reports that demonstrate your findings with crystal clarity.

Speakers

Sayf Sharif

Director of Analytics, Seer Interactive, @sayfsharif

Sajjan Kanukolanu

VP, Global Delivery|Digital, Position2, @kvsajjan

Bosley Jarrett

Associate, Red Ventures, @bosleyjarrett

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

SEM Tune-Up Clinic With The SMX Mechanics

+ Learn More
labels Close

Overview

Just like your favorite classic car, your paid advertising campaigns require a tune-up every now and then to keep them running well.

In this hands-on clinic, our certified (and certifiable!) SMX SEM Mechanics will offer you their nest expert advice on your PPC ads, bidding tactics, and anything else on your mind. Bring your toughest paid search questions! Based loosely on the hilarious jovial NPR radio show, "Car Talk," this session is guaranteed to be as fun as it is informative.

Speakers

Susan Wenograd

Partner & SEM Manager, Five Mill, Inc, @susanedub

Jennifer Johnstone Lopez

Global Director of Biddable Media (PPC/SEM) and SEO, Piston Agency

Andrew Goodman

President, Page Zero Media, @andrew_goodman

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Paid Search Roundtable

+ Learn More
labels Close

Overview

SEM continues to rapidly evolve, pushed along by an increasing array of advertising platforms, sites and opportunities. Google itself is steadily automating ad extensions, evolving exact match types and adding new features to Google Shopping and PLAs.

Join reps from the search engines and experienced SEMs as they discuss new trends and developments in paid search advertising and field your questions about all things PPC.

Speakers

Andrew Goodman

President, Page Zero Media, @andrew_goodman

Jennifer Johnstone Lopez

Global Director of Biddable Media (PPC/SEM) and SEO, Piston Agency

Elizabeth Clark

CEO & Co-Founder, Dream Agility Ltd, @dreamagility

Brad Geddes

Founder, AdAlysis, @bgTheory

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Best Of Show: Top SMX Takeaways

+ Learn More
labels Close

Overview

After three days of learning actionable insights and tactical SEO and SEM tactics, you'll be sure to have your own list of top takeaways, favorite speakers and sessions.

Join us at our traditional "Best of Show" session to share you most valuable teactics, insights and best products, and to hear what's coming next at SMX.

Speakers

Michelle Morgan

Director of Client Services, Clix Marketing, @michellemsem

Moderator

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

Obsessed with SEO and SEM?

View the complete agenda here.

View Rates   Register Now

Back to Top