Obsessed With SEO & SEM
March 21-23, 2017
SMX West 2017 Agenda
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DAY 1 - March 21st
7:00 AM-9:00 AM
Breakfast/Registration
The Future Is Now: The Google Assistant
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Track
General
Overview
Google is continuously evolving to be more helpful and accessible to users, building an underlying foundation and investing in machine learning and AI. Google Assistant allows people to have conversations with Google, get answers and get things done. But being a truly successful Assistant means connecting users across apps and services and enabling an ecosystem where developers can do so. In this keynote, Google's Jason Douglas shares the key components of developing for Google Assistant with the easy-to-use tools that are available through Actions on Google.
SMX West Moderator:
Chris Sherman is VP of Event Editorial at Third Door Media and President of Searchwise LLC, a Boulder Colorado based Web consulting firm. With over 25 years experience in interactive technologies, he is frequently quoted in the Wall Street Journal, the New York Times, Business Week, USA Today and other publications, and has appeared on CNN, NPR, CBS and other television and radio networks.
Chris is a Web Search University faculty member, and is an honorary inductee of the Internet Librarian Hall of Fame. He is the author of &qout;Google Power: Unleash the Full Power of Google&qout; from McGraw-Hill. His previous books include &qout;The Invisible Web: Uncovering Information Sources Search Engines Can't See&qout; (with Gary Price) from CyberAge Books; The McGraw-Hill CD ROM Handbook, and &qout;The Elements of Basic&qout;, &qout;The Elements of Cobol&qout; and &qout;The Elements of Pascal&qout; from John Wiley & Sons.
Chris has written about search and search engines since 1994. His clients have included International Data Corporation, Accenture, Motorola, Levi-Strauss, Nokia, Ortho Biotech, Porsche, United Technologies, and the Scripps Clinic. From 2001 through 2006, Chris was Executive Editor of SearchEngineWatch.com and Conference Chair of the international Search Engine Strategies events in Canada, China, France, Italy, Sweden and the U.K. From 1998 to 2001, he was the Web Search Guide for About.com.
Chris holds a master's degree in Interactive Educational Technology from Stanford University and a bachelor's degree in Visual Arts and Communications from the University of California, San Diego. Chris has been unsuccessful in his attempts to persuade Stanford to strip his degree so he can join the founders of Yahoo and Google in boasting about *not* graduating from the university.
SMX West Co-Moderator:
Greg Sterling is the founding principal of Sterling Market Intelligence, a consulting and research firm focused on online consumer and advertiser behavior and the relationship between the Internet and traditional media, with an emphasis on the local search marketplace.
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Jason Douglas
PM Director for Actions on Google, Google, Inc.
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10:00 AM-10:45 AM
Refreshments
AMP: The Next Generation
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SEO
Overview
AMP -- Accelerated Mobile Pages -- is no longer an up-and-coming experimental project. AMP is now integrated into Google's regular results. Use of AMP has expanded far beyond publishers - it is now being deployed by retailers and others.
This session explores the latest AMP developments and what you should do to take advantage of them to deliver your content faster and reap the search result rewards.
Speakers
Paul Shapiro
Director of Strategy & Innovation, Catalyst, @fighto
Jeff Preston
Senior Manager, SEO, The Walt Disney Company, @jeffreypreston
Ranna Zhou
Product Manager, Content and Context, Search, Google, @rannazhouModerator
SMX West Moderator:
Widely considered a leading search engine expert, Danny Sullivan has been helping webmasters, marketers and everyday web users understand how search engines work for over a decade.
Danny's expertise about search engines is often sought by the media, and he has been quoted in places like The Wall St. Journal, USA Today, The Los Angeles Times, Forbes, The New Yorker and Newsweek and ABC's Nightline.
Danny began covering search engines in late 1995, when he undertook a study of how they indexed web pages. The results were published online as "A Webmaster's Guide To Search Engines," a pioneering effort to answer the many questions site designers and Internet publicists had about search engines.
Danny works as the founding editor of Search Engine Land and Marketing Land, which cover all aspects of digital marketing, search marketing and search engine news. Danny also serves as Third Door Media's chief content officer, which owns Search Engine Land and the SMX: Search Marketing Expo conference series.
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Paul Shapiro is the Director of Strategy and Innovation for Catalyst in Boston. Paul loves to get down and dirty with innovative digital marketing. As an industry thought leader, Paul is frequently featured in key trade publications and invited to speak at industry events. Most recently, Paul has spoken at SEMPO Cities Boston, SMX East, SMX West, and SearchLove. Paul is regularly featured in Search Engine Land, Marketing Land, and other industry news sites. Paul enjoys watching old horror movies, programming, collecting ancient artifacts, and writing about SEO on his blog, Search Wilderness.
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Jeff Preston manages SEO at Disney Interactive spending most of his time on entertainment sites including Club Penguin, Disney.com, Disney Channel, Disney Games, and Star Wars. He started at the Walt Disney Internet Group at 2008 and specializes in technical SEO and structured data.
Prior to joining Disney, Jeff led an interactive agency in Japan where he was responsible for guiding the growth of the firm's Asia-Pacific business.
Jeff holds a Bachelor of Arts in International Relations from Brigham Young University and a Master of Business Administration degree from the University of San Diego.
Jeff lives with his wife and two daughters in Los Angeles.
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Thinking Outside The SEM Box
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SEM
Overview
With so many changes coming at us all the time -- new ad formats, new bidding capabilities, new targeting possibilities -- it's hard to keep up much less take advantage of every new opportunity. In this session, our expert panelists will share ways they've thought outside the box to capitalize on recent changes that have helped them gain more leads, more sales and more success with SEM.
Speakers
Susan Wenograd
Partner & SEM Manager, Five Mill, Inc, @susanedub
Rhonda Hanson
Head of Global Advertising, Namecheap
Marty Weintraub
Founder, aimClear, @martyweintraubModerator
SMX West Moderator:
Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Marketing Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.
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Susan Wenograd is Partner and SEM Manager at FiveMill, a boutique agency made up of experienced SEM professionals that focuses 100% on pay-per-click advertising (PPC). She is responsible for the managing, optimization and growth of clients' media buys across Google AdWords and Bing Ads.
Susan has spent over 10 years in both client-side and agency-side roles that spanned team and digital media management for brands such as General Motors, CircuitCity.com and many others. Her initial roles in digital were in the copywriting and email marketing space, giving her unique perspective on the digital marketing life cycle, and the role of PPC within it. Susan is a frequent speaker at conferences around the country, including Pubcon, State of Search, SMX, and Digital Summit.
SMX West Speaker:
Rhonda Hanson
Head of Global Advertising, Namecheap
Rhonda Hanson is an internationally recognized thought leading brand marketer. She has nearly twenty years of global digital marketing experience, spanning acquisition for commerce and business-to-business environments and internet-product sale to online marketing. She has helped create global online acquisition programs for industry leading brands including; Getty Images, Concur, Time, Inc, and Shutterstock.
Rhonda worked in the internet industry since 1992 for various innovative technology start-ups, such as SPRY, iCat and F5 Networks. She began her career in sales and business development and stumbled upon an opportunity to move into a digital marketing role, which reinvigorated her passion for ecommerce and digital acquisition.
Responsibility under Rhonda's management has been global paid and owned media, web strategy and analytics and various other channels, such as affiliate marketing, domain management and more. In addition, Rhonda has lead many strategic platform and tool acquisition projects for both technology and marketing organizations.
SMX West Speaker:
Marty is an entrepreneur, author, speaker & BWCA wilderness guide. He founded Aimclear®, a driven marketing agency dominant in psychographic targeting, 2016 winner of three US Search Awards, including Best Large Integrated Agency.
Credits include Uber, eBay, Airbnb, Dell, LInkedIn, Eurail, Firestone, Amazon, Quest, Martha Stewart Omni, Intel, Travelocity, Macy’s, GoDaddy, 3M, InfusionSoft, Siemens, The Washington Post and numerous others. A fixture on the international conference circuit, Marty has appeared in front of hundreds of international search & social marketing conference audiences, from Jerusalem to Sydney.
Entrepreneur Magazine wrote the reason for Marty’s success is his “Unique persona that is instantly recognizable.” He has been described as “not your typical agency type,” a “social media maverick,” “Foodie-Yelp addict” and “more innovator than follower."
After helping Aimclear to Inc. 500/5000 status in 2012, 2013, 2014, 2015 & 2016 (5X fastest growing privately held US Firms) Marty advises Aimclear agency vision, services, content & creative-hands-on. aimClear was thrice named a top 100 workplace by Minnesota Business Magazine. Marty was thrice honored as a "Top 25 Most Influential PPC Expert," a TCB Top 100 People To Know in 2016 and claimed the coveted 2013 "US Search Personality Of The Year” tiara. He is a perennial judge and presenter at The European & UK Search Awards. Aimclear won multiple 2015/14 US Search Awards including "Best Use Of Social In A Search Campaign."
Marty's Wiley/Sybex books, "Killer Facebook Ads" and "The Complete Social Media Community Manager’s Guide: Essential Tools and Tactics for Business Success" are critically respected. He has been cited & quoted in flagship publications including WSJ, Forbes, Inc. MediaPost & Adage. Aimclear Blog is well read, having been cited as a Top 10 Small Business Blogs, Top Ten Social Media Blogs and PRWeb’s 25 Essential Public Relations Blogs You Should Be Reading.
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Keyword Research & Copywriting for Search Success
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Boot Camp
Overview
Knowing your message and keywords is the first step to any successful search marketing campaign. Great SEOs also know that understanding the search terms being used by your target audience and competitors is critical. And though it sounds obvious, effectively using those terms in your web pages is the basic building block of search success.
This session covers the importance of textual content to search engines and how with some basic planning, you can create HTML title tags and body copy that works to generate quality search traffic.
SMX West Moderator:
Christine Churchill is the President of KeyRelevance, a full service search engine marketing company offering search engine optimization, strategic link building, and pay per click management.
Ms Churchill was a member of the founding Board of Directors of the Search Engine Marketing Professionals Organization (SEMPO) and is currently Chairman of the Dallas / Fort Worth Search Engine Marketing Association. Ms. Churchill holds a Masters Degree in Business and has over ten years online marketing experience.
Ms. Churchill is a regular speaker at Search Marketing Expo, Search Engine Strategies, PubCon, and High Rankings Seminars. She is a columnist at Search Engine Land and has written extensively on search marketing.
SMX West Co-Moderator:
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SMX West Speaker:
Christine Churchill is the President of KeyRelevance, a full service search engine marketing company offering search engine optimization, strategic link building, and pay per click management.
Ms Churchill was a member of the founding Board of Directors of the Search Engine Marketing Professionals Organization (SEMPO) and is currently Chairman of the Dallas / Fort Worth Search Engine Marketing Association. Ms. Churchill holds a Masters Degree in Business and has over ten years online marketing experience.
Ms. Churchill is a regular speaker at Search Marketing Expo, Search Engine Strategies, PubCon, and High Rankings Seminars. She is a columnist at Search Engine Land and has written extensively on search marketing.
SMX West Speaker:
Head of Global Advertising, Namecheap
Rhonda Hanson is an internationally recognized thought leading brand marketer. She has nearly twenty years of global digital marketing experience, spanning acquisition for commerce and business-to-business environments and internet-product sale to online marketing. She has helped create global online acquisition programs for industry leading brands including; Getty Images, Concur, Time, Inc, and Shutterstock.
Rhonda worked in the internet industry since 1992 for various innovative technology start-ups, such as SPRY, iCat and F5 Networks. She began her career in sales and business development and stumbled upon an opportunity to move into a digital marketing role, which reinvigorated her passion for ecommerce and digital acquisition.
Responsibility under Rhonda's management has been global paid and owned media, web strategy and analytics and various other channels, such as affiliate marketing, domain management and more. In addition, Rhonda has lead many strategic platform and tool acquisition projects for both technology and marketing organizations.
SMX West Speaker:
Founder, aimClear
@martyweintraubMarty is an entrepreneur, author, speaker & BWCA wilderness guide. He founded Aimclear®, a driven marketing agency dominant in psychographic targeting, 2016 winner of three US Search Awards, including Best Large Integrated Agency.
Credits include Uber, eBay, Airbnb, Dell, LInkedIn, Eurail, Firestone, Amazon, Quest, Martha Stewart Omni, Intel, Travelocity, Macy’s, GoDaddy, 3M, InfusionSoft, Siemens, The Washington Post and numerous others. A fixture on the international conference circuit, Marty has appeared in front of hundreds of international search & social marketing conference audiences, from Jerusalem to Sydney.
Entrepreneur Magazine wrote the reason for Marty’s success is his “Unique persona that is instantly recognizable.” He has been described as “not your typical agency type,” a “social media maverick,” “Foodie-Yelp addict” and “more innovator than follower."
After helping Aimclear to Inc. 500/5000 status in 2012, 2013, 2014, 2015 & 2016 (5X fastest growing privately held US Firms) Marty advises Aimclear agency vision, services, content & creative-hands-on. aimClear was thrice named a top 100 workplace by Minnesota Business Magazine. Marty was thrice honored as a "Top 25 Most Influential PPC Expert," a TCB Top 100 People To Know in 2016 and claimed the coveted 2013 "US Search Personality Of The Year” tiara. He is a perennial judge and presenter at The European & UK Search Awards. Aimclear won multiple 2015/14 US Search Awards including "Best Use Of Social In A Search Campaign."
Marty's Wiley/Sybex books, "Killer Facebook Ads" and "The Complete Social Media Community Manager’s Guide: Essential Tools and Tactics for Business Success" are critically respected. He has been cited & quoted in flagship publications including WSJ, Forbes, Inc. MediaPost & Adage. Aimclear Blog is well read, having been cited as a Top 10 Small Business Blogs, Top Ten Social Media Blogs and PRWeb’s 25 Essential Public Relations Blogs You Should Be Reading.
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Oh, Quality Score We Love You
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Track
Plus Session
Presented by:
Overview
Would you like to learn more about where you should focus your time when it comes to Quality Score? Come to Excel with Bing and here's what you'll learn:
- How Quality Score works
- Improve each component of you Quality Score
- Identify campaigns to optimize and best practices
- Articulate the difference between Bing and Google Quality Score
Speakers
Mona Elesseily
VP, Page Zero
John Lee
Sr. Client Development and Training Manager, Bing Ads AcademySMX West Moderator:
President, KeyRelevance
@keyrelevanceChristine Churchill is the President of KeyRelevance, a full service search engine marketing company offering search engine optimization, strategic link building, and pay per click management.
Ms Churchill was a member of the founding Board of Directors of the Search Engine Marketing Professionals Organization (SEMPO) and is currently Chairman of the Dallas / Fort Worth Search Engine Marketing Association. Ms. Churchill holds a Masters Degree in Business and has over ten years online marketing experience.
Ms. Churchill is a regular speaker at Search Marketing Expo, Search Engine Strategies, PubCon, and High Rankings Seminars. She is a columnist at Search Engine Land and has written extensively on search marketing.
SMX West Co-Moderator:
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SMX West Speaker:
Christine Churchill is the President of KeyRelevance, a full service search engine marketing company offering search engine optimization, strategic link building, and pay per click management.
Ms Churchill was a member of the founding Board of Directors of the Search Engine Marketing Professionals Organization (SEMPO) and is currently Chairman of the Dallas / Fort Worth Search Engine Marketing Association. Ms. Churchill holds a Masters Degree in Business and has over ten years online marketing experience.
Ms. Churchill is a regular speaker at Search Marketing Expo, Search Engine Strategies, PubCon, and High Rankings Seminars. She is a columnist at Search Engine Land and has written extensively on search marketing.
SMX West Speaker:
Head of Global Advertising, Namecheap
Rhonda Hanson is an internationally recognized thought leading brand marketer. She has nearly twenty years of global digital marketing experience, spanning acquisition for commerce and business-to-business environments and internet-product sale to online marketing. She has helped create global online acquisition programs for industry leading brands including; Getty Images, Concur, Time, Inc, and Shutterstock.
Rhonda worked in the internet industry since 1992 for various innovative technology start-ups, such as SPRY, iCat and F5 Networks. She began her career in sales and business development and stumbled upon an opportunity to move into a digital marketing role, which reinvigorated her passion for ecommerce and digital acquisition.
Responsibility under Rhonda's management has been global paid and owned media, web strategy and analytics and various other channels, such as affiliate marketing, domain management and more. In addition, Rhonda has lead many strategic platform and tool acquisition projects for both technology and marketing organizations.
SMX West Speaker:
Founder, aimClear
@martyweintraubMarty is an entrepreneur, author, speaker & BWCA wilderness guide. He founded Aimclear®, a driven marketing agency dominant in psychographic targeting, 2016 winner of three US Search Awards, including Best Large Integrated Agency.
Credits include Uber, eBay, Airbnb, Dell, LInkedIn, Eurail, Firestone, Amazon, Quest, Martha Stewart Omni, Intel, Travelocity, Macy’s, GoDaddy, 3M, InfusionSoft, Siemens, The Washington Post and numerous others. A fixture on the international conference circuit, Marty has appeared in front of hundreds of international search & social marketing conference audiences, from Jerusalem to Sydney.
Entrepreneur Magazine wrote the reason for Marty’s success is his “Unique persona that is instantly recognizable.” He has been described as “not your typical agency type,” a “social media maverick,” “Foodie-Yelp addict” and “more innovator than follower."
After helping Aimclear to Inc. 500/5000 status in 2012, 2013, 2014, 2015 & 2016 (5X fastest growing privately held US Firms) Marty advises Aimclear agency vision, services, content & creative-hands-on. aimClear was thrice named a top 100 workplace by Minnesota Business Magazine. Marty was thrice honored as a "Top 25 Most Influential PPC Expert," a TCB Top 100 People To Know in 2016 and claimed the coveted 2013 "US Search Personality Of The Year” tiara. He is a perennial judge and presenter at The European & UK Search Awards. Aimclear won multiple 2015/14 US Search Awards including "Best Use Of Social In A Search Campaign."
Marty's Wiley/Sybex books, "Killer Facebook Ads" and "The Complete Social Media Community Manager’s Guide: Essential Tools and Tactics for Business Success" are critically respected. He has been cited & quoted in flagship publications including WSJ, Forbes, Inc. MediaPost & Adage. Aimclear Blog is well read, having been cited as a Top 10 Small Business Blogs, Top Ten Social Media Blogs and PRWeb’s 25 Essential Public Relations Blogs You Should Be Reading.
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Mona Elesseily
VP, Page Zero
Responsible for designing online marketing plans that drive relevant traffic & significantly increase leads, sales, downloads, etc. The areas I specialize in are:
- Paid search/PPC/SEM
- Paid social
- CPA marketing
- Performance marketing
- Conversion optimization (CRO)
- Landing page optimization (LPO)
- Retargeting/remarketing strategies
- Mobile advertising
- Analytics & analytics platforms
- B2B marketing
I'm hugely passionate about startups and have successfully grown companies to hundreds of millions in online sales. I've worked with the following companies to name a few:
- SuccessFactors (acquired by SAP)
- Apollo Health Inc (acquired by Phillips Inc.)
- Epoch Integration (acquired by Blackberry)
I also have extensive experience with large brands like Capital One, Yahoo!, Sony USA, Knowledge Adventure, The Jimmy Pattison Group and Princess Auto to name a few.
I speak regularly at Canadian, US & International online marketing events on search engine marketing (SEM), online marketing strategy, landing page optimization (LPO), conversion rate optimization (CRO) & mobile. Some events I've spoken at include: Search Engine Strategies (SES), Search Marketing Expo (SMX), Ad:Tech, Web 2.0 Expo, Shop.org, International Marketing Conference (IMC), WebmasterWorld (PubCon) & The AMA. I often co-present with Google and Bing at their company events.
I'm the author of two books and write for publications like The Huffington Post, iMedia Connection, Search Engine Land, The BC American Marketing Association (BCAMA) and Multichannel Merchant to name a few. I also was a technical editor on Bill Hunt & Mike Moran's Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Website (3rd Edition).
I'm on the advisory board for Acquisio Inc. I also served on Yahoo!'s Search Marketing (YSM) board of advisors for 3 years & on the International Internet Marketing Association BOD for 6 years.
SMX West Plus Session Presenter:
John Lee
Sr. Client Development and Training Manager, Bing Ads Academy
John Lee is a digital advertising professional with experience in PPC, display advertising, social advertising, SEO and analytics. At Microsoft, John is a Senior Client Training & Development Manager creating and leading training experiences for Bing Ads customers. He has been in the digital advertising industry since 2006 working with Hanapin Marketing, Wordstream and as co-owner of Clix Marketing. John is a regular contributor to Search Engine Watch, The SEM Post, Acquisio Blog, Clix Marketing Blog and was instrumental in the creation and launch of popular paid search advertising blog PPC Hero. In addition to his writing, John has been a speaker at SMX, SocialPro, SES, ClickZ Live, HeroConf, Acquisio User Summit, State of Search, MN Search Summit, Ticket Summit, Zenith Conference and Bing Ads Connect conferences.
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The Definitive Guide To Local Search Ranking Factors
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SEO -
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Local & Retail
Overview
How does Google's local algorithm really work? What are the factors that impact your results and how do you optimize for success?
Andrew Shotland and Dan Leibson of Local SEO Guide will walk you through the results of one of the largest-ever statistical studies of the local search ranking factors. Over the past year, they have studied the effect of more than 100 factors on the rankings of 15,000 local businesses in a hundred different metros. Learn which tactics really matter, so you know how you and your team should allocate your resources for maximum impact in your local search campaigns.
Speakers
Andrew Shotland
President, Local SEO Guide, @localseoguide
Dan Leibson
Vice President of Local & Product, Local SEO Guide, @danleibsonModerator
SMX West Moderator:
Chris Sherman is VP of Event Editorial at Third Door Media and President of Searchwise LLC, a Boulder Colorado based Web consulting firm. With over 25 years experience in interactive technologies, he is frequently quoted in the Wall Street Journal, the New York Times, Business Week, USA Today and other publications, and has appeared on CNN, NPR, CBS and other television and radio networks.
Chris is a Web Search University faculty member, and is an honorary inductee of the Internet Librarian Hall of Fame. He is the author of &qout;Google Power: Unleash the Full Power of Google&qout; from McGraw-Hill. His previous books include &qout;The Invisible Web: Uncovering Information Sources Search Engines Can't See&qout; (with Gary Price) from CyberAge Books; The McGraw-Hill CD ROM Handbook, and &qout;The Elements of Basic&qout;, &qout;The Elements of Cobol&qout; and &qout;The Elements of Pascal&qout; from John Wiley & Sons.
Chris has written about search and search engines since 1994. His clients have included International Data Corporation, Accenture, Motorola, Levi-Strauss, Nokia, Ortho Biotech, Porsche, United Technologies, and the Scripps Clinic. From 2001 through 2006, Chris was Executive Editor of SearchEngineWatch.com and Conference Chair of the international Search Engine Strategies events in Canada, China, France, Italy, Sweden and the U.K. From 1998 to 2001, he was the Web Search Guide for About.com.
Chris holds a master's degree in Interactive Educational Technology from Stanford University and a bachelor's degree in Visual Arts and Communications from the University of California, San Diego. Chris has been unsuccessful in his attempts to persuade Stanford to strip his degree so he can join the founders of Yahoo and Google in boasting about *not* graduating from the university.
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Andrew is the proprietor of www.localseoguide.com and one of the top local search consultants in the industry. Andrew offers full service SEO, search engine advertising, website strategy and local search consulting with a specialty in yellow pages and local directories SEO. He has provided his services to numerous media, ecommerce companies, franchises and start-ups including Bing.com, DexKnows.com, Yellowbook.com, The Yellow Pages Group Co. of Canada, Truvo, Telegate Media, Business.com, The Los Angeles Times, Cox Communications, The New York Daily News, Ingenio/AT&T, D&B & Sequoia Capital, Friendster, MOG.com, ChaCha.com and Spoke.com. Local SEO Guide also provides small businesses with search marketing services.
Andrew also is the editor of the popular Local SEO Guide blog, the local search engine optimization and local search marketing blog that provides simple tips, trends, how-to's and strategies for small businesses and marketers in the local search industry.
Andrew has over 15 years of experience in the Internet. He was a founding member of NBC's Internet group and a former GM of NBC.com. While at NBC, Andrew created NBC-IN, the first national network of local TV station websites. Most recently he was VP Business & Product Development at Insider Pages, a pioneering local-social search engine which was recently acquired by CitySearch. At InsiderPages, Andrew developed local SEO strategies and techniques that helped attract over 3 million monthly unique visitors and over 600,000 reviews of local businesses almost entirely via search engine referrals.
SMX West Speaker:
Dan Leibson is the Vice President of Local & Product at Local SEO Guide, a boutique full-service SEO consultancy. He runs a department that specializes in local SEO for multi-location businesses as well as agency consulting. He is a huge craft beer aficionado & foodie and when he isn't contemplating how to best unlock the secrets of the Local SEO universe spends his spare time hanging with his wife and daughter.
SMX West Speaker:
Founder, aimClear
@martyweintraubMarty is an entrepreneur, author, speaker & BWCA wilderness guide. He founded Aimclear®, a driven marketing agency dominant in psychographic targeting, 2016 winner of three US Search Awards, including Best Large Integrated Agency.
Credits include Uber, eBay, Airbnb, Dell, LInkedIn, Eurail, Firestone, Amazon, Quest, Martha Stewart Omni, Intel, Travelocity, Macy’s, GoDaddy, 3M, InfusionSoft, Siemens, The Washington Post and numerous others. A fixture on the international conference circuit, Marty has appeared in front of hundreds of international search & social marketing conference audiences, from Jerusalem to Sydney.
Entrepreneur Magazine wrote the reason for Marty’s success is his “Unique persona that is instantly recognizable.” He has been described as “not your typical agency type,” a “social media maverick,” “Foodie-Yelp addict” and “more innovator than follower."
After helping Aimclear to Inc. 500/5000 status in 2012, 2013, 2014, 2015 & 2016 (5X fastest growing privately held US Firms) Marty advises Aimclear agency vision, services, content & creative-hands-on. aimClear was thrice named a top 100 workplace by Minnesota Business Magazine. Marty was thrice honored as a "Top 25 Most Influential PPC Expert," a TCB Top 100 People To Know in 2016 and claimed the coveted 2013 "US Search Personality Of The Year” tiara. He is a perennial judge and presenter at The European & UK Search Awards. Aimclear won multiple 2015/14 US Search Awards including "Best Use Of Social In A Search Campaign."
Marty's Wiley/Sybex books, "Killer Facebook Ads" and "The Complete Social Media Community Manager’s Guide: Essential Tools and Tactics for Business Success" are critically respected. He has been cited & quoted in flagship publications including WSJ, Forbes, Inc. MediaPost & Adage. Aimclear Blog is well read, having been cited as a Top 10 Small Business Blogs, Top Ten Social Media Blogs and PRWeb’s 25 Essential Public Relations Blogs You Should Be Reading.
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Advertising In Maps: Unparalleled Local Context
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SEM -
Track
Local & Retail
Overview
Advertising on map platforms (Google Maps, Bing, etc.) can help increase visibility to consumers searching for a location or activity. Most notably, Google's new ad placement in the "local pack" has changed local search advertising equation.
In this session, you'll learn when and why a map advertising strategy makes sense. You'll also see examples of recognizable brands making the most of map placements, hear best practices for execution and walk away with actionable tactics for scaling map placements across hundreds of locations.
SMX West Moderator:
Chris Sherman is VP of Event Editorial at Third Door Media and President of Searchwise LLC, a Boulder Colorado based Web consulting firm. With over 25 years experience in interactive technologies, he is frequently quoted in the Wall Street Journal, the New York Times, Business Week, USA Today and other publications, and has appeared on CNN, NPR, CBS and other television and radio networks.
Chris is a Web Search University faculty member, and is an honorary inductee of the Internet Librarian Hall of Fame. He is the author of &qout;Google Power: Unleash the Full Power of Google&qout; from McGraw-Hill. His previous books include &qout;The Invisible Web: Uncovering Information Sources Search Engines Can't See&qout; (with Gary Price) from CyberAge Books; The McGraw-Hill CD ROM Handbook, and &qout;The Elements of Basic&qout;, &qout;The Elements of Cobol&qout; and &qout;The Elements of Pascal&qout; from John Wiley & Sons.
Chris has written about search and search engines since 1994. His clients have included International Data Corporation, Accenture, Motorola, Levi-Strauss, Nokia, Ortho Biotech, Porsche, United Technologies, and the Scripps Clinic. From 2001 through 2006, Chris was Executive Editor of SearchEngineWatch.com and Conference Chair of the international Search Engine Strategies events in Canada, China, France, Italy, Sweden and the U.K. From 1998 to 2001, he was the Web Search Guide for About.com.
Chris holds a master's degree in Interactive Educational Technology from Stanford University and a bachelor's degree in Visual Arts and Communications from the University of California, San Diego. Chris has been unsuccessful in his attempts to persuade Stanford to strip his degree so he can join the founders of Yahoo and Google in boasting about *not* graduating from the university.
SMX West Co-Moderator:
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SMX West Speaker:
Caleb Donegan, an expert in national-to-local paid and organic search, has led cutting-edge SEO, SEM and analytics initiatives for brands, agencies, and tech companies throughout his 10+ years in the industry.
As VP of Product & Digital Strategy for Balihoo, Caleb leads the evolution of location-based advertising software and builds search strategies for leading consumer brands such as Aflac and Kohler Plumbing. He has spoken at popular search conferences on topics ranging from map advertising to local SEO strategies, and regularly contributes to industry publications.
Caleb is a bonafide sports addict and avid fly fisherman. He lives in Boise, Idaho where he enjoys the area's ski resorts and outdoor recreation with his family.
SMX West Speaker:
Vice President of Local & Product, Local SEO Guide
@danleibsonDan Leibson is the Vice President of Local & Product at Local SEO Guide, a boutique full-service SEO consultancy. He runs a department that specializes in local SEO for multi-location businesses as well as agency consulting. He is a huge craft beer aficionado & foodie and when he isn't contemplating how to best unlock the secrets of the Local SEO universe spends his spare time hanging with his wife and daughter.
SMX West Speaker:
Founder, aimClear
@martyweintraubMarty is an entrepreneur, author, speaker & BWCA wilderness guide. He founded Aimclear®, a driven marketing agency dominant in psychographic targeting, 2016 winner of three US Search Awards, including Best Large Integrated Agency.
Credits include Uber, eBay, Airbnb, Dell, LInkedIn, Eurail, Firestone, Amazon, Quest, Martha Stewart Omni, Intel, Travelocity, Macy’s, GoDaddy, 3M, InfusionSoft, Siemens, The Washington Post and numerous others. A fixture on the international conference circuit, Marty has appeared in front of hundreds of international search & social marketing conference audiences, from Jerusalem to Sydney.
Entrepreneur Magazine wrote the reason for Marty’s success is his “Unique persona that is instantly recognizable.” He has been described as “not your typical agency type,” a “social media maverick,” “Foodie-Yelp addict” and “more innovator than follower."
After helping Aimclear to Inc. 500/5000 status in 2012, 2013, 2014, 2015 & 2016 (5X fastest growing privately held US Firms) Marty advises Aimclear agency vision, services, content & creative-hands-on. aimClear was thrice named a top 100 workplace by Minnesota Business Magazine. Marty was thrice honored as a "Top 25 Most Influential PPC Expert," a TCB Top 100 People To Know in 2016 and claimed the coveted 2013 "US Search Personality Of The Year” tiara. He is a perennial judge and presenter at The European & UK Search Awards. Aimclear won multiple 2015/14 US Search Awards including "Best Use Of Social In A Search Campaign."
Marty's Wiley/Sybex books, "Killer Facebook Ads" and "The Complete Social Media Community Manager’s Guide: Essential Tools and Tactics for Business Success" are critically respected. He has been cited & quoted in flagship publications including WSJ, Forbes, Inc. MediaPost & Adage. Aimclear Blog is well read, having been cited as a Top 10 Small Business Blogs, Top Ten Social Media Blogs and PRWeb’s 25 Essential Public Relations Blogs You Should Be Reading.
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Harnessing The Power Of Online Reviews
Close-
Focus
SEO -
Track
Local & Retail
Overview
Online reviews are disrupting traditional marketing tactics and are impacting customer buying decisions. According to a recent survey, 88 percent of consumers trust online reviews as much as a personal recommendations. With social media driving word of mouth today, it's critical you understand how online reviews can impact your business.
Get the facts about how reviews can impact quality of service, customer satisfaction, customer retention and customer acquisition. Learn what causes most negative comments, and get tips on how to gain more rave reviews from your top customers.
SMX West Moderator:
Chris Sherman is VP of Event Editorial at Third Door Media and President of Searchwise LLC, a Boulder Colorado based Web consulting firm. With over 25 years experience in interactive technologies, he is frequently quoted in the Wall Street Journal, the New York Times, Business Week, USA Today and other publications, and has appeared on CNN, NPR, CBS and other television and radio networks.
Chris is a Web Search University faculty member, and is an honorary inductee of the Internet Librarian Hall of Fame. He is the author of &qout;Google Power: Unleash the Full Power of Google&qout; from McGraw-Hill. His previous books include &qout;The Invisible Web: Uncovering Information Sources Search Engines Can't See&qout; (with Gary Price) from CyberAge Books; The McGraw-Hill CD ROM Handbook, and &qout;The Elements of Basic&qout;, &qout;The Elements of Cobol&qout; and &qout;The Elements of Pascal&qout; from John Wiley & Sons.
Chris has written about search and search engines since 1994. His clients have included International Data Corporation, Accenture, Motorola, Levi-Strauss, Nokia, Ortho Biotech, Porsche, United Technologies, and the Scripps Clinic. From 2001 through 2006, Chris was Executive Editor of SearchEngineWatch.com and Conference Chair of the international Search Engine Strategies events in Canada, China, France, Italy, Sweden and the U.K. From 1998 to 2001, he was the Web Search Guide for About.com.
Chris holds a master's degree in Interactive Educational Technology from Stanford University and a bachelor's degree in Visual Arts and Communications from the University of California, San Diego. Chris has been unsuccessful in his attempts to persuade Stanford to strip his degree so he can join the founders of Yahoo and Google in boasting about *not* graduating from the university.
SMX West Co-Moderator:
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SMX West Speaker:
Thomas Ballantyne has helped Bulwark Exterminating rank for local search in major metro areas and gain over 4000 positive online reviews.
SMX West Speaker:
Vice President of Local & Product, Local SEO Guide
@danleibsonDan Leibson is the Vice President of Local & Product at Local SEO Guide, a boutique full-service SEO consultancy. He runs a department that specializes in local SEO for multi-location businesses as well as agency consulting. He is a huge craft beer aficionado & foodie and when he isn't contemplating how to best unlock the secrets of the Local SEO universe spends his spare time hanging with his wife and daughter.
SMX West Speaker:
Founder, aimClear
@martyweintraubMarty is an entrepreneur, author, speaker & BWCA wilderness guide. He founded Aimclear®, a driven marketing agency dominant in psychographic targeting, 2016 winner of three US Search Awards, including Best Large Integrated Agency.
Credits include Uber, eBay, Airbnb, Dell, LInkedIn, Eurail, Firestone, Amazon, Quest, Martha Stewart Omni, Intel, Travelocity, Macy’s, GoDaddy, 3M, InfusionSoft, Siemens, The Washington Post and numerous others. A fixture on the international conference circuit, Marty has appeared in front of hundreds of international search & social marketing conference audiences, from Jerusalem to Sydney.
Entrepreneur Magazine wrote the reason for Marty’s success is his “Unique persona that is instantly recognizable.” He has been described as “not your typical agency type,” a “social media maverick,” “Foodie-Yelp addict” and “more innovator than follower."
After helping Aimclear to Inc. 500/5000 status in 2012, 2013, 2014, 2015 & 2016 (5X fastest growing privately held US Firms) Marty advises Aimclear agency vision, services, content & creative-hands-on. aimClear was thrice named a top 100 workplace by Minnesota Business Magazine. Marty was thrice honored as a "Top 25 Most Influential PPC Expert," a TCB Top 100 People To Know in 2016 and claimed the coveted 2013 "US Search Personality Of The Year” tiara. He is a perennial judge and presenter at The European & UK Search Awards. Aimclear won multiple 2015/14 US Search Awards including "Best Use Of Social In A Search Campaign."
Marty's Wiley/Sybex books, "Killer Facebook Ads" and "The Complete Social Media Community Manager’s Guide: Essential Tools and Tactics for Business Success" are critically respected. He has been cited & quoted in flagship publications including WSJ, Forbes, Inc. MediaPost & Adage. Aimclear Blog is well read, having been cited as a Top 10 Small Business Blogs, Top Ten Social Media Blogs and PRWeb’s 25 Essential Public Relations Blogs You Should Be Reading.
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Speaking In Tongues: Mastering Multinational Search
Close-
Focus
SEO -
Track
SEO
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, working with different currencies, tariffs and payment systems -- all of these need 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
Andy Atkins-Kruger
Group CEO, WebCertain, @andyatkinskrugeModerator
SMX West Moderator:
Barry Schwartz is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here. For more background information on Barry, see his full bio over here.
SMX West Co-Moderator:
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SMX West Speaker:
Aleyda is an International SEO Consultant -service that she provides with her company Orainti-, a blogger (Search Engine Land, State of Digital and Moz), speaker (with more than 60 conferences in 15 countries in English and Spanish) & entrepreneur. She also gives classes at various SEO & online marketing courses & masters.
With more than 8 years of experience doing Search Engine Optimization processes for European, American and Latin-American companies, helping them grow their organic search visibility, relevant search traffic & conversions in complex environments, she's specialized on international, multilingual & multi-country environments; as well as technical and multi-device type of projects; helping medium-to large companies; from e-commerce to startups.
She has been included in Forbes as one of the 10 Digital Marketing specialists to follow in 2015 & in Business Insider as one of the 50 Online Marketing Influencers to Watch in 2016 and with more than 33K followers in Twitter she likes to share SEO & online marketing tips, news & resources there via @aleyda or her newsletter, http://aleydaseotips.com.
SMX West Speaker:
Andy is the founder of Multilingual-Search and the Group CEO of WebCertain.com based in the UK. His speciality is - not surprisingly - multilingual search and social marketing.
He began his career as a journalist, moved into advertising, then public relations founding a public relations consultancy in 1988. Subsequently he moved to the head the marketing team of European portable building brand leader - Portakabin - where he discovered "search" in early 1997.
He liked the performance of the search marketing agency he first used - then called eaglei.co.uk - that in 2002 he bought the company and moved in changing its name in the process to WebCertain.com following a market research exercise.
He speaks at many conferences around the world including Search Engine Strategies, SMX, Pubcon, Ad-Tech and many others and is a Multinational Search columnist at SearchEngineLand.com.
He originally studied languages and whilst he doesn't claim to be fluent in them all - has a good knowledge of French, German, Dutch and Italian and a smattering of Russian - as well as knowing a little English! Married to an Austrian he lives in Yorkshire.
SMX West Speaker:
Founder, aimClear
@martyweintraubMarty is an entrepreneur, author, speaker & BWCA wilderness guide. He founded Aimclear®, a driven marketing agency dominant in psychographic targeting, 2016 winner of three US Search Awards, including Best Large Integrated Agency.
Credits include Uber, eBay, Airbnb, Dell, LInkedIn, Eurail, Firestone, Amazon, Quest, Martha Stewart Omni, Intel, Travelocity, Macy’s, GoDaddy, 3M, InfusionSoft, Siemens, The Washington Post and numerous others. A fixture on the international conference circuit, Marty has appeared in front of hundreds of international search & social marketing conference audiences, from Jerusalem to Sydney.
Entrepreneur Magazine wrote the reason for Marty’s success is his “Unique persona that is instantly recognizable.” He has been described as “not your typical agency type,” a “social media maverick,” “Foodie-Yelp addict” and “more innovator than follower."
After helping Aimclear to Inc. 500/5000 status in 2012, 2013, 2014, 2015 & 2016 (5X fastest growing privately held US Firms) Marty advises Aimclear agency vision, services, content & creative-hands-on. aimClear was thrice named a top 100 workplace by Minnesota Business Magazine. Marty was thrice honored as a "Top 25 Most Influential PPC Expert," a TCB Top 100 People To Know in 2016 and claimed the coveted 2013 "US Search Personality Of The Year” tiara. He is a perennial judge and presenter at The European & UK Search Awards. Aimclear won multiple 2015/14 US Search Awards including "Best Use Of Social In A Search Campaign."
Marty's Wiley/Sybex books, "Killer Facebook Ads" and "The Complete Social Media Community Manager’s Guide: Essential Tools and Tactics for Business Success" are critically respected. He has been cited & quoted in flagship publications including WSJ, Forbes, Inc. MediaPost & Adage. Aimclear Blog is well read, having been cited as a Top 10 Small Business Blogs, Top Ten Social Media Blogs and PRWeb’s 25 Essential Public Relations Blogs You Should Be Reading.
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The Nine Billion Ads Of Search
Close-
Focus
SEM -
Track
SEM
Overview
While it may seem that all the ads in the world have already been written and that no new ideas are left, the quest for better ads is at the core of search marketing success. And true SEM pros find new opportunities by testing, tweaking and improving their efforts for success.
You'll leave this session with best practices for crafting powerful new text and display ads, and more effective strategies for measuring and testing performance.
Speakers
Brad Geddes
Co-Founder, AdAlysis, @bgTheory
Mark Irvine
Sr Data Scientist, Wordstream, @MarkIrvine89
Virginia Tonning
Global Manager of Paid Search, Schneider Electric, @vtonningModerator
SMX West Moderator:
Matt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
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Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, an ad testing & recommendation platform. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google's advertising program.
Brad has worked with companies who manage tens of thousands of small PPC accounts and other companies who spend millions on marketing each month. His experience ranges from owning his own agency, to managing a boutique agency, to overseeing programs that were official resellers of Google and Microsoft. Some brands he has worked with include: Amazon, Yahoo, Google, Thomson Reuters, YP.com, Encyclopedia Britannica, and Salesforce.
One of his trademarks has been demystifying the complicated aspects of SEM. Not one to hold secrets, Brad prefers to educate his readers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.
SMX West Speaker:
As a Data Scientist at WordStream, Mark Irvine has consulted on over 200 managed accounts, representing over $40 million in annualized ad spend, to help WordStream clients reach their marketing goals. Mark currently runs WordStream’s ongoing education program, developing procedures and processes to minimize churn, increase retention, and increase sales. In addition, he is chiefly responsible for creating WordStream’s data-driven industry research, analyzing data and spotting trends within AdWords, Google Analytics, Bing Ads, LinkedIn, and Facebook, alongside WordStream founder, Larry Kim. Mark is AdWords certified and is currently pursuing his PHD in Applied Mathematics at Boston University.
SMX West Speaker:
Virginia Tonning is the Global Manager of Paid Search for Schneider Electric, the global specialist in energy management and automation, operates in over 100 countries with around 160,000 employees worldwide .
Virginia is responsible for the development and growth of the overall corporate paid search strategy and its successful execution across the 100+ countries Schneider Electric does business in, working closely with the Head of Search (SEO) to maximize brand presence across the web.
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The Rapidly Changing World Of Offline Targeting And Attribution
Close-
Focus
All -
Track
Local & Retail
Overview
Mobile devices and location intelligence have made it possible to identify audiences and their activities in the physical world. This is quietly revolutionizing digital marketing and attribution, even traditional media measurement. Google, Facebook and an array of others now have the ability to connect digital media and ad exposures to offline store visits and even conversions. Marketers must understand these capabilities, how they work and their dramatic "closed loop" implications for media planning and ROI measurement.
Speakers
Todd Silverstein
US Managing Director, Paid Media & Search, Edelman
Kelley Schultz
Director of Digital & Analytics, DialogTech, @kelleyliefer
Drew Breunig
VP, Business Applications, PlaceIQ, @dbreunigModerator
SMX West Moderator:
Greg Sterling is the founding principal of Sterling Market Intelligence, a consulting and research firm focused on online consumer and advertiser behavior and the relationship between the Internet and traditional media, with an emphasis on the local search marketplace.
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Todd Silverstein
US Managing Director, Paid Media & Search, Edelman
Todd leads Edelman’s Paid Media practice in the U.S., redefining client success and pushing groundbreaking work. Since joining the agency in 2014, he has spearheaded growth based on the fundamental principal that all communication channels should work together to drive measurable business results for clients. His Atlanta-based Search team was recently honored as delivering SearchEngineLand’s Best Overall Search Marketing Initiative of 2016.
Todd’s previous ten years were focused on driving interactive marketing strategy for Fortune 500 clients while at 360i, Razorfish and Omnicom, with an emphasis on shaping industry-leading solutions around mobile, social commerce and business intelligence.
SMX West Speaker:
As the Director of Digital & Analytics at DialogTech, Kelley Schultz is responsible for all digital acquisition channels and analytics including: SEO, SEM, Display, Email and Social Media. She has been in the digital marketing space for the past 7 years with experience on both the client and agency side working on B2C and B2B clients.
SMX West Speaker:
Drew Breunig leads business application efforts at PlaceIQ, mapping client needs and goals to PlaceIQ’s audience, data and analytics products. Drew aims to make advertising and customer intelligence more effective, insightful and manageable through the use of local intelligence. Drew joined PlaceIQ after spending the better part of a decade crafting brand and media strategies for advertising agencies and their clients, including HP, Glaxo Smith Klein, EA and Boost Mobile.
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Link Building Fundamentals
Close-
Focus
SEO -
Track
Boot Camp
Overview
Ever since Google created PageRank, every good search marketer's motto has been "I link, therefore I am." Though linking seems easy, it's a far more subtle art than most realize, with land mines and traps everywhere if you aren't careful.
In this session, you'll learn how to solicit and get quality links, how to craft anchor text to build authority and how to avoid commonplace mistakes that will hurt your web credibility and search engine rankings, or may even result in a penalty.
SMX West Moderator:
Christine Churchill is the President of KeyRelevance, a full service search engine marketing company offering search engine optimization, strategic link building, and pay per click management.
Ms Churchill was a member of the founding Board of Directors of the Search Engine Marketing Professionals Organization (SEMPO) and is currently Chairman of the Dallas / Fort Worth Search Engine Marketing Association. Ms. Churchill holds a Masters Degree in Business and has over ten years online marketing experience.
Ms. Churchill is a regular speaker at Search Marketing Expo, Search Engine Strategies, PubCon, and High Rankings Seminars. She is a columnist at Search Engine Land and has written extensively on search marketing.
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Janet Driscoll Miller is the President and CEO of Marketing Mojo, a demand and lead generation firm originally founded as Search Mojo. She has over fifteen years of search engine marketing experience, and her clients have included Activision, LexisNexis, Mazda, National Geographic and many more. She is a columnist for Search Engine Land’s All Things SEO column. She is also a regular conference speaker, having spoken at various SMX events as well as other industry events such as Pubcon, and she is a frequent guest lecturer at the University of Virginia, James Madison University and Penn State University.
You can connect with Janet on Google+ at: https://plus.google.com/+JanetDriscollMiller.
SMX West Speaker:
Director of Digital & Analytics, DialogTech
@kelleylieferAs the Director of Digital & Analytics at DialogTech, Kelley Schultz is responsible for all digital acquisition channels and analytics including: SEO, SEM, Display, Email and Social Media. She has been in the digital marketing space for the past 7 years with experience on both the client and agency side working on B2C and B2B clients.
SMX West Speaker:
VP, Business Applications, PlaceIQ
@dbreunigDrew Breunig leads business application efforts at PlaceIQ, mapping client needs and goals to PlaceIQ’s audience, data and analytics products. Drew aims to make advertising and customer intelligence more effective, insightful and manageable through the use of local intelligence. Drew joined PlaceIQ after spending the better part of a decade crafting brand and media strategies for advertising agencies and their clients, including HP, Glaxo Smith Klein, EA and Boost Mobile.
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Excel & Reporting Mastery
Close-
Focus
-
Track
Plus Session
Presented by:
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.
Speakers
Purna Virji
Sr. Client Dev & Training Manager, Bing
Aaron Lauper
adCenter Product Team, MicrosoftSMX West Moderator:
President, KeyRelevance
@keyrelevanceChristine Churchill is the President of KeyRelevance, a full service search engine marketing company offering search engine optimization, strategic link building, and pay per click management.
Ms Churchill was a member of the founding Board of Directors of the Search Engine Marketing Professionals Organization (SEMPO) and is currently Chairman of the Dallas / Fort Worth Search Engine Marketing Association. Ms. Churchill holds a Masters Degree in Business and has over ten years online marketing experience.
Ms. Churchill is a regular speaker at Search Marketing Expo, Search Engine Strategies, PubCon, and High Rankings Seminars. She is a columnist at Search Engine Land and has written extensively on search marketing.
SMX West Co-Moderator:
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SMX West Speaker:
Janet Driscoll Miller is the President and CEO of Marketing Mojo, a demand and lead generation firm originally founded as Search Mojo. She has over fifteen years of search engine marketing experience, and her clients have included Activision, LexisNexis, Mazda, National Geographic and many more. She is a columnist for Search Engine Land’s All Things SEO column. She is also a regular conference speaker, having spoken at various SMX events as well as other industry events such as Pubcon, and she is a frequent guest lecturer at the University of Virginia, James Madison University and Penn State University.
You can connect with Janet on Google+ at: https://plus.google.com/+JanetDriscollMiller.
SMX West Speaker:
Director of Digital & Analytics, DialogTech
@kelleylieferAs the Director of Digital & Analytics at DialogTech, Kelley Schultz is responsible for all digital acquisition channels and analytics including: SEO, SEM, Display, Email and Social Media. She has been in the digital marketing space for the past 7 years with experience on both the client and agency side working on B2C and B2B clients.
SMX West Speaker:
VP, Business Applications, PlaceIQ
@dbreunigDrew Breunig leads business application efforts at PlaceIQ, mapping client needs and goals to PlaceIQ’s audience, data and analytics products. Drew aims to make advertising and customer intelligence more effective, insightful and manageable through the use of local intelligence. Drew joined PlaceIQ after spending the better part of a decade crafting brand and media strategies for advertising agencies and their clients, including HP, Glaxo Smith Klein, EA and Boost Mobile.
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SEO: Ask Me Anything
Close-
Focus
-
Track
Plus Session
Presented by:
Overview
Bruce Clay answers all your questions about SEO. Don't miss this information-packed session filled with actionable items that you can use immediately.
SMX West Moderator:
President, KeyRelevance
@keyrelevanceChristine Churchill is the President of KeyRelevance, a full service search engine marketing company offering search engine optimization, strategic link building, and pay per click management.
Ms Churchill was a member of the founding Board of Directors of the Search Engine Marketing Professionals Organization (SEMPO) and is currently Chairman of the Dallas / Fort Worth Search Engine Marketing Association. Ms. Churchill holds a Masters Degree in Business and has over ten years online marketing experience.
Ms. Churchill is a regular speaker at Search Marketing Expo, Search Engine Strategies, PubCon, and High Rankings Seminars. She is a columnist at Search Engine Land and has written extensively on search marketing.
SMX West Co-Moderator:
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SMX West Speaker:
Janet Driscoll Miller is the President and CEO of Marketing Mojo, a demand and lead generation firm originally founded as Search Mojo. She has over fifteen years of search engine marketing experience, and her clients have included Activision, LexisNexis, Mazda, National Geographic and many more. She is a columnist for Search Engine Land’s All Things SEO column. She is also a regular conference speaker, having spoken at various SMX events as well as other industry events such as Pubcon, and she is a frequent guest lecturer at the University of Virginia, James Madison University and Penn State University.
You can connect with Janet on Google+ at: https://plus.google.com/+JanetDriscollMiller.
SMX West Speaker:
Director of Digital & Analytics, DialogTech
@kelleylieferAs the Director of Digital & Analytics at DialogTech, Kelley Schultz is responsible for all digital acquisition channels and analytics including: SEO, SEM, Display, Email and Social Media. She has been in the digital marketing space for the past 7 years with experience on both the client and agency side working on B2C and B2B clients.
SMX West Speaker:
VP, Business Applications, PlaceIQ
@dbreunigDrew Breunig leads business application efforts at PlaceIQ, mapping client needs and goals to PlaceIQ’s audience, data and analytics products. Drew aims to make advertising and customer intelligence more effective, insightful and manageable through the use of local intelligence. Drew joined PlaceIQ after spending the better part of a decade crafting brand and media strategies for advertising agencies and their clients, including HP, Glaxo Smith Klein, EA and Boost Mobile.
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Bruce Clay
Founder & President, Bruce Clay, Inc.
Bruce Clay is founder and president of Bruce Clay, Inc., a global Internet marketing optimization firm providing search engine optimization, pay per click, social media marketing, conversion rate optimization, SEO-friendly Web design and architecture, and SEO tools and training. As an industry thought leader, Clay is an accomplished speaker, author and educator. Clay also produces the search marketing Web series, SEM Synergy, on YouTube.com/BruceClayInc starting 2012, and is author of “Search Engine Optimization All-in-One for Dummies” -- more than 700 pages of hands-on SEO guidance, with an updated version published in January 2012.
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Optimizing Content For Voice Search & Virtual Assistants
Close-
Focus
SEO -
Track
SEO
Overview
In the age of mobile devices and virtual assistants, the future of SEO requires optimizing content for voice search. New devices such as Amazon Echo and Google Home are further accelerating the trend toward voice search. Marketers and merchants must prepare now for a future in which voice and virtual assistants play a much larger role in content discovery and conversions. This session explores how to optimize your content and user experience for a future in which half or more of all queries will be voice-driven.
Speakers
Purna Virji
Senior Client Development and Training Specialist, Bing Ads, Microsoft, @purnavirji
Bryson Meunier
SEO Director, Vivid Seats Ltd., @brysonmeunier
Benu Aggarwal
President & Founder, Milestone, @milestonemktgModerator
SMX West Moderator:
Greg Sterling is the founding principal of Sterling Market Intelligence, a consulting and research firm focused on online consumer and advertiser behavior and the relationship between the Internet and traditional media, with an emphasis on the local search marketplace.
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Named by PPC Hero as the #1 most influential PPC Expert in the world, Purna specializes in SEM, SEO and future search trends. With over a decade in search, she is a regular keynote speaker at conferences across the globe such as MozCon and Hero Conf and is a columnist for Search Engine Land and Search Engine Watch.
An award-winning former journalist, Purna was the CEO of Purview Marketing prior to joining the Bing Ads team. In her spare time, she’s an avid traveler, aspiring top chef and amateur knitter. Say hello @purnavirji
SMX West Speaker:
Bryson Meunier is the SEO Director at Vivid Seats, an SEO veteran with more than 14 years experience both agency and in-house, and a thought leader in permission marketing as a columnist for Search Engine Land, Marketing Land and .Net Magazine and a frequent speaker on SEO and mobile marketing.
As a marketer, Bryson focuses on creating relevant content that compels digital audiences to share it organically. Search, social and mobile marketing have a unique ability to qualify prospects with queries, interests and context, and marketers should be taking advantage in order to improve the user experience while increasing traffic and revenue for the brand.
He currently does this in-house for Vivid Seats, a national ticket marketplace headquartered in Chicago.
Prior to joining Vivid Seats in July 2014, Bryson worked for almost 9 years in a large digital agency, Resolution Media, where he created the SEO product, was the SEO strategy lead for Resolution’s largest clients, and created a bleeding edge digital audience segmentation product.
Bryson is a pioneer in understanding how mobility changes SEO and a recognized expert in mobile SEO. His thoughts on mobile SEO have been published by Forrester Research, eMarketer, .Net Magazine, Mobile Marketer, CIO Magazine, B2B Magazine, Mediapost, DM News, Search Engine Land and others. He currently writes a monthly mobile marketing column for Marketing Land.
Bryson has been a featured speaker at both search (SMX, SES, SIS) and mobile marketing (Mobile Insider, Mobile First Look, Digiday Mobile, CTIA, Mobile Monday, etc.) conferences and in various webinars for MarketingProfs University, SEMPO, Mobile Marketer etc.
Prior to joining Resolution Media in 2005, Meunier did enterprise SEO and paid search for Walgreens.com. Meunier holds a BA in English from The Ohio State University, where he graduated summa cum laude with distinction in English. He lives in Park Ridge, IL with his wife and three kids.
SMX West Speaker:
Benu Aggarwal, founder and president of Milestone, is an expert in internet marketing strategies for the travel industry. An award-winning internet marketing firm, Milestone is a cutting-edge, interactive agency providing complete internet solutions, from web 2.0 to search engine promotion strategies. Milestone is making a difference on how the travel industry maximizes marketing on the Web, representing over 700 clients worldwide, including major hotel brands and premier resorts. Leading a team of internet marketing specialists, graphic designers, writers, and programmers, Benu works with clients every step of the way to ensure their success.
Benu has penned several articles on Search Engines Marketing, has written the internet marketing handbook "Hotels to HTMLs", and offers speaking expertise on a diversity of topics. With her lighthearted leadership style, technical marketing experience, entrepreneurial spirit, and motivating “can do” attitude, Benu has the ability to communicate technical ideas into tangible practice through step by step instruction. Benu’s speaking engagements are packed with real-life experience and cost effective strategies you can implement right away. Benu has been a speaker for Search Engine Strategies - New York, Chicago, San Jose, SMX, Phocuswright - and several nation wise conferences on travel, search engines and online promotions. Benu was a key speaker in the Pushing Your Profit seminar series sponsored by AMLA and American Express.
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Fun (And Profit!) With Dynamic Ads
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SEM -
Track
SEM
Overview
Search advertisers dream of creating personalized ads for every potential customer. With emerging ad platforms and new capabilities and enhancements, the dream is becoming a reality. It's easier than ever to tailor your ads with customizers, create remarketing campaigns that include components of your website and semi-automate your ad and keyword selection with dynamic search ads.
In this session, we will examine the wide range of dynamic ad formats and give you strategies for implementing these tactics in your own accounts.
Speakers
Michelle Morgan
Director of Client Services, Clix Marketing, @michellemsem
David Szetela
President, FMB Media, @szetela
Steven Hammer
President, RankHammer, @armondhammerModerator
SMX West Moderator:
Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, an ad testing & recommendation platform. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google's advertising program.
Brad has worked with companies who manage tens of thousands of small PPC accounts and other companies who spend millions on marketing each month. His experience ranges from owning his own agency, to managing a boutique agency, to overseeing programs that were official resellers of Google and Microsoft. Some brands he has worked with include: Amazon, Yahoo, Google, Thomson Reuters, YP.com, Encyclopedia Britannica, and Salesforce.
One of his trademarks has been demystifying the complicated aspects of SEM. Not one to hold secrets, Brad prefers to educate his readers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.
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SMX West Speaker:
Michelle Morgan is the Director Client Services at Clix Marketing. She got her start right out of college as an in-house PPC pro in 2010. After developing the fundamental skills for PPC, she wanted to take things to next level. She made the jump to the agency world at Clix in 2012. Since then, she’s expanded her knowledge in all fields needed for PPC: Search, Social, Display, Remarketing, and Analytics. She manages accounts in many different industries and markets, but will always have a soft spot for lead gen.
SMX West Speaker:
David Szetela is owner and CEO of FMB Media, a PPC advertising agency specializing in Google AdWords, BingAds and social media advertising. The company offers comprehensive management of PPC accounts, as well as deep audits to discover mistakes and lost opportunities. Its unique "pay for performance" compensation model keeps the agency focused on building profitable sales and leads for its clients. His two books on PPC advertising have trained a generation of marketers. A former Apple Computer executive and serial entrepreneur, David's career has been dedicated to helping companies of all sizes maximize revenue and profit.
His articles on PPC advertising have been published in MediaPost, Search Engine Watch, Search Engine Land and MarketingSherpa. He was the PPC expert faculty member for the online certification company Market Motive, and he hosted a weekly radio show called PPC Rockstars, distributed by Webmasterradio.fm and iTunes.
He is a frequent speaker at Search and Advertising industry events like Search Engine Strategies, SMX, Pubcon and ad:tech. He was recently voted one of the top 25 PPC Experts by PPC Hero for the third year in a row.
SMX West Speaker:
Steve Hammer is the President and co-Founder of RankHammer, the 2015 US search awards small agency of the year. Steve is a sought after speaker on the subjects of search marketing, PPC and analytics. In particular, he has been noted as a leader in AdWords Scripts and Google Tag Manager. Steve's experience in online media and traditional marketing allows a strategic and long-term view of search marketing. He has achieved extraordinary and sustainable results in several competitive online industries often exceeding growth rates in excess of 50% per year. Steve has held a number of exemplary positions including Director of Search Marketing for ACE Cash Express, General Manager for Stir, and a practicing Chemical Engineer for BASF. He holds a MBA from the prestigious Kellogg School of Management. Steve is very active in the Dallas and Search Marketing community, as a former VP of the DFWSEM. He has spoken at prestigious meetings and conferences including SMX Advanced, Pubcon, ClickZLive, State of Search, Ignite e-commerce and Interactive Insights Summit. He will be teaching a course at SMU on AdWords beginning this March.
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Paid Search Fundamentals
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SEM -
Track
Boot Camp
Overview
With searchers turning to Google and Bing 5+ billion times every day, paid search allows you to quickly and effectively generate quality traffic from search engines on a cost-per-click (CPC) or pay-per-click (PPC) basis.
This session covers the basics of how to purchase placement from the major search engines, including best practices for achieving success and profitability with your ads.
SMX West Moderator:
Matt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
SMX West Co-Moderator:
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SMX West Speaker:
Matt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
SMX West Speaker:
President, FMB Media
@szetelaDavid Szetela is owner and CEO of FMB Media, a PPC advertising agency specializing in Google AdWords, BingAds and social media advertising. The company offers comprehensive management of PPC accounts, as well as deep audits to discover mistakes and lost opportunities. Its unique "pay for performance" compensation model keeps the agency focused on building profitable sales and leads for its clients. His two books on PPC advertising have trained a generation of marketers. A former Apple Computer executive and serial entrepreneur, David's career has been dedicated to helping companies of all sizes maximize revenue and profit.
His articles on PPC advertising have been published in MediaPost, Search Engine Watch, Search Engine Land and MarketingSherpa. He was the PPC expert faculty member for the online certification company Market Motive, and he hosted a weekly radio show called PPC Rockstars, distributed by Webmasterradio.fm and iTunes.
He is a frequent speaker at Search and Advertising industry events like Search Engine Strategies, SMX, Pubcon and ad:tech. He was recently voted one of the top 25 PPC Experts by PPC Hero for the third year in a row.
SMX West Speaker:
President, RankHammer
@armondhammerSteve Hammer is the President and co-Founder of RankHammer, the 2015 US search awards small agency of the year. Steve is a sought after speaker on the subjects of search marketing, PPC and analytics. In particular, he has been noted as a leader in AdWords Scripts and Google Tag Manager. Steve's experience in online media and traditional marketing allows a strategic and long-term view of search marketing. He has achieved extraordinary and sustainable results in several competitive online industries often exceeding growth rates in excess of 50% per year. Steve has held a number of exemplary positions including Director of Search Marketing for ACE Cash Express, General Manager for Stir, and a practicing Chemical Engineer for BASF. He holds a MBA from the prestigious Kellogg School of Management. Steve is very active in the Dallas and Search Marketing community, as a former VP of the DFWSEM. He has spoken at prestigious meetings and conferences including SMX Advanced, Pubcon, ClickZLive, State of Search, Ignite e-commerce and Interactive Insights Summit. He will be teaching a course at SMU on AdWords beginning this March.
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Audience & Attribution Demystified
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Track
Plus Session
Presented by:
Overview
If you've heard it once you've heard it a million times: how do you know for sure which channels are driving your sales? And if you don't know that, and if you don't understand your customers, how can you budget properly and create high performing ads? Come to Excel with Bing and here's what you'll learn:
- Attribution modeling
- Clearing up attribution issues
- Get exclusive Microsoft attribution and audience data
- Get to know the Bing Audience
- Use audience targeting effectively
SMX West Moderator:
President, Find Me Faster
@mvanwagnerMatt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
SMX West Co-Moderator:
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SMX West Speaker:
Matt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
SMX West Speaker:
President, FMB Media
@szetelaDavid Szetela is owner and CEO of FMB Media, a PPC advertising agency specializing in Google AdWords, BingAds and social media advertising. The company offers comprehensive management of PPC accounts, as well as deep audits to discover mistakes and lost opportunities. Its unique "pay for performance" compensation model keeps the agency focused on building profitable sales and leads for its clients. His two books on PPC advertising have trained a generation of marketers. A former Apple Computer executive and serial entrepreneur, David's career has been dedicated to helping companies of all sizes maximize revenue and profit.
His articles on PPC advertising have been published in MediaPost, Search Engine Watch, Search Engine Land and MarketingSherpa. He was the PPC expert faculty member for the online certification company Market Motive, and he hosted a weekly radio show called PPC Rockstars, distributed by Webmasterradio.fm and iTunes.
He is a frequent speaker at Search and Advertising industry events like Search Engine Strategies, SMX, Pubcon and ad:tech. He was recently voted one of the top 25 PPC Experts by PPC Hero for the third year in a row.
SMX West Speaker:
President, RankHammer
@armondhammerSteve Hammer is the President and co-Founder of RankHammer, the 2015 US search awards small agency of the year. Steve is a sought after speaker on the subjects of search marketing, PPC and analytics. In particular, he has been noted as a leader in AdWords Scripts and Google Tag Manager. Steve's experience in online media and traditional marketing allows a strategic and long-term view of search marketing. He has achieved extraordinary and sustainable results in several competitive online industries often exceeding growth rates in excess of 50% per year. Steve has held a number of exemplary positions including Director of Search Marketing for ACE Cash Express, General Manager for Stir, and a practicing Chemical Engineer for BASF. He holds a MBA from the prestigious Kellogg School of Management. Steve is very active in the Dallas and Search Marketing community, as a former VP of the DFWSEM. He has spoken at prestigious meetings and conferences including SMX Advanced, Pubcon, ClickZLive, State of Search, Ignite e-commerce and Interactive Insights Summit. He will be teaching a course at SMU on AdWords beginning this March.
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Kevin Klein
Bing Ads Insights, Microsoft
Senior digital marketer with a special interest in extracting advanced data insights.
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Inside The Amazon Shopping Engine
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SEM -
Track
Local & Retail
Overview
Are you selling on Amazon.com and looking to improve your sales and ROI?
This session focuses on the two core components of marketing on Amazon: the A9 algorithm and Amazon Marketing Services (AMS). You'll learn about the main components of the Amazon algorithm and how to optimize your products for it. You'll also get an inside view of how AMS functions and its targeting features, illustrated with case studies demonstrating how these techniques work to increase sales and maximize the impact of your marketing dollars.
SMX West Moderator:
Chris Sherman is VP of Event Editorial at Third Door Media and President of Searchwise LLC, a Boulder Colorado based Web consulting firm. With over 25 years experience in interactive technologies, he is frequently quoted in the Wall Street Journal, the New York Times, Business Week, USA Today and other publications, and has appeared on CNN, NPR, CBS and other television and radio networks.
Chris is a Web Search University faculty member, and is an honorary inductee of the Internet Librarian Hall of Fame. He is the author of &qout;Google Power: Unleash the Full Power of Google&qout; from McGraw-Hill. His previous books include &qout;The Invisible Web: Uncovering Information Sources Search Engines Can't See&qout; (with Gary Price) from CyberAge Books; The McGraw-Hill CD ROM Handbook, and &qout;The Elements of Basic&qout;, &qout;The Elements of Cobol&qout; and &qout;The Elements of Pascal&qout; from John Wiley & Sons.
Chris has written about search and search engines since 1994. His clients have included International Data Corporation, Accenture, Motorola, Levi-Strauss, Nokia, Ortho Biotech, Porsche, United Technologies, and the Scripps Clinic. From 2001 through 2006, Chris was Executive Editor of SearchEngineWatch.com and Conference Chair of the international Search Engine Strategies events in Canada, China, France, Italy, Sweden and the U.K. From 1998 to 2001, he was the Web Search Guide for About.com.
Chris holds a master's degree in Interactive Educational Technology from Stanford University and a bachelor's degree in Visual Arts and Communications from the University of California, San Diego. Chris has been unsuccessful in his attempts to persuade Stanford to strip his degree so he can join the founders of Yahoo and Google in boasting about *not* graduating from the university.
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Tony is the founder of DreamFire Digital, which focuses on the philosophy of building solid digital and website foundations, then extending that solid foundation outward using search science and consumer insights to build data-driven and ROI-driven digital and search marketing strategies.
Tony is a digital marketing veteran with over 10 years in agency and brand experience, having recently served as Rockfish Director of Search Strategy for over 3 years, and is one of the leading experts in Amazon SEO and digital shelf optimization. He's created and executed digital and search marketing strategy for both small businesses and several Fortune 500 Companies like Kimberly-Clark, Unilever, MARS, ConAgra, and Warner Brothers (to name a few).
SMX West Speaker:
President, FMB Media
@szetelaDavid Szetela is owner and CEO of FMB Media, a PPC advertising agency specializing in Google AdWords, BingAds and social media advertising. The company offers comprehensive management of PPC accounts, as well as deep audits to discover mistakes and lost opportunities. Its unique "pay for performance" compensation model keeps the agency focused on building profitable sales and leads for its clients. His two books on PPC advertising have trained a generation of marketers. A former Apple Computer executive and serial entrepreneur, David's career has been dedicated to helping companies of all sizes maximize revenue and profit.
His articles on PPC advertising have been published in MediaPost, Search Engine Watch, Search Engine Land and MarketingSherpa. He was the PPC expert faculty member for the online certification company Market Motive, and he hosted a weekly radio show called PPC Rockstars, distributed by Webmasterradio.fm and iTunes.
He is a frequent speaker at Search and Advertising industry events like Search Engine Strategies, SMX, Pubcon and ad:tech. He was recently voted one of the top 25 PPC Experts by PPC Hero for the third year in a row.
SMX West Speaker:
President, RankHammer
@armondhammerSteve Hammer is the President and co-Founder of RankHammer, the 2015 US search awards small agency of the year. Steve is a sought after speaker on the subjects of search marketing, PPC and analytics. In particular, he has been noted as a leader in AdWords Scripts and Google Tag Manager. Steve's experience in online media and traditional marketing allows a strategic and long-term view of search marketing. He has achieved extraordinary and sustainable results in several competitive online industries often exceeding growth rates in excess of 50% per year. Steve has held a number of exemplary positions including Director of Search Marketing for ACE Cash Express, General Manager for Stir, and a practicing Chemical Engineer for BASF. He holds a MBA from the prestigious Kellogg School of Management. Steve is very active in the Dallas and Search Marketing community, as a former VP of the DFWSEM. He has spoken at prestigious meetings and conferences including SMX Advanced, Pubcon, ClickZLive, State of Search, Ignite e-commerce and Interactive Insights Summit. He will be teaching a course at SMU on AdWords beginning this March.
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Brick & Mortar's Secret Weapon: Search Data
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Track
Local & Retail
Overview
Retailers of all sizes have been hit hard by the popularity of e-commerce giants like Amazon. As a retailer, how do you maximize the value of foot traffic by delivering highly relevant and enjoyable consumer experiences?
Meet your new secret weapon: search data. Your search data offers you robust insights for key areas of in-store marketing such as promotions, giveaways and product displays.
Join Catalyst's search and retail expert, Andrew Ruegger, as he explains how marketers can leverage search data to improve in-store experiences and increase sales.
SMX West Moderator:
Chris Sherman is VP of Event Editorial at Third Door Media and President of Searchwise LLC, a Boulder Colorado based Web consulting firm. With over 25 years experience in interactive technologies, he is frequently quoted in the Wall Street Journal, the New York Times, Business Week, USA Today and other publications, and has appeared on CNN, NPR, CBS and other television and radio networks.
Chris is a Web Search University faculty member, and is an honorary inductee of the Internet Librarian Hall of Fame. He is the author of &qout;Google Power: Unleash the Full Power of Google&qout; from McGraw-Hill. His previous books include &qout;The Invisible Web: Uncovering Information Sources Search Engines Can't See&qout; (with Gary Price) from CyberAge Books; The McGraw-Hill CD ROM Handbook, and &qout;The Elements of Basic&qout;, &qout;The Elements of Cobol&qout; and &qout;The Elements of Pascal&qout; from John Wiley & Sons.
Chris has written about search and search engines since 1994. His clients have included International Data Corporation, Accenture, Motorola, Levi-Strauss, Nokia, Ortho Biotech, Porsche, United Technologies, and the Scripps Clinic. From 2001 through 2006, Chris was Executive Editor of SearchEngineWatch.com and Conference Chair of the international Search Engine Strategies events in Canada, China, France, Italy, Sweden and the U.K. From 1998 to 2001, he was the Web Search Guide for About.com.
Chris holds a master's degree in Interactive Educational Technology from Stanford University and a bachelor's degree in Visual Arts and Communications from the University of California, San Diego. Chris has been unsuccessful in his attempts to persuade Stanford to strip his degree so he can join the founders of Yahoo and Google in boasting about *not* graduating from the university.
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As Head of Data Science for Catalyst/GroupM, Andrew uses advanced data modeling and machine learning to build and improve operation systems to maintain competitive advantages for GroupM's search and social clients. Before his role as Head of Data Science, Andrew was Catalyst's Group Director of Analytics & Innovation as well as a Catalyst Search Director, managing +300MM in spend for some of the largest and most recognizable brands in the world. With nearly ten years of digital marketing experience, Andrew is recognized as a thought leader in the industry, frequently contributing to trade publications and speaking on key trends and topics.
SMX West Speaker:
President, FMB Media
@szetelaDavid Szetela is owner and CEO of FMB Media, a PPC advertising agency specializing in Google AdWords, BingAds and social media advertising. The company offers comprehensive management of PPC accounts, as well as deep audits to discover mistakes and lost opportunities. Its unique "pay for performance" compensation model keeps the agency focused on building profitable sales and leads for its clients. His two books on PPC advertising have trained a generation of marketers. A former Apple Computer executive and serial entrepreneur, David's career has been dedicated to helping companies of all sizes maximize revenue and profit.
His articles on PPC advertising have been published in MediaPost, Search Engine Watch, Search Engine Land and MarketingSherpa. He was the PPC expert faculty member for the online certification company Market Motive, and he hosted a weekly radio show called PPC Rockstars, distributed by Webmasterradio.fm and iTunes.
He is a frequent speaker at Search and Advertising industry events like Search Engine Strategies, SMX, Pubcon and ad:tech. He was recently voted one of the top 25 PPC Experts by PPC Hero for the third year in a row.
SMX West Speaker:
President, RankHammer
@armondhammerSteve Hammer is the President and co-Founder of RankHammer, the 2015 US search awards small agency of the year. Steve is a sought after speaker on the subjects of search marketing, PPC and analytics. In particular, he has been noted as a leader in AdWords Scripts and Google Tag Manager. Steve's experience in online media and traditional marketing allows a strategic and long-term view of search marketing. He has achieved extraordinary and sustainable results in several competitive online industries often exceeding growth rates in excess of 50% per year. Steve has held a number of exemplary positions including Director of Search Marketing for ACE Cash Express, General Manager for Stir, and a practicing Chemical Engineer for BASF. He holds a MBA from the prestigious Kellogg School of Management. Steve is very active in the Dallas and Search Marketing community, as a former VP of the DFWSEM. He has spoken at prestigious meetings and conferences including SMX Advanced, Pubcon, ClickZLive, State of Search, Ignite e-commerce and Interactive Insights Summit. He will be teaching a course at SMU on AdWords beginning this March.
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Findability & Shoppability Beyond Google
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Track
Local & Retail
Overview
As consumers increasingly bypass traditional search engines on their quest for a specific product or brand, it's no longer enough to have page one Google rankings or a successful AdWords campaign. Marketers must take control of their presence on shoppable websites and develop paid and organic strategies for the sites that consumers are favoring over conventional search engines.
This session focuses on the shifting landscape and will help brands own their presence and drive online sales above and beyond the traditional search result page.
SMX West Moderator:
Chris Sherman is VP of Event Editorial at Third Door Media and President of Searchwise LLC, a Boulder Colorado based Web consulting firm. With over 25 years experience in interactive technologies, he is frequently quoted in the Wall Street Journal, the New York Times, Business Week, USA Today and other publications, and has appeared on CNN, NPR, CBS and other television and radio networks.
Chris is a Web Search University faculty member, and is an honorary inductee of the Internet Librarian Hall of Fame. He is the author of &qout;Google Power: Unleash the Full Power of Google&qout; from McGraw-Hill. His previous books include &qout;The Invisible Web: Uncovering Information Sources Search Engines Can't See&qout; (with Gary Price) from CyberAge Books; The McGraw-Hill CD ROM Handbook, and &qout;The Elements of Basic&qout;, &qout;The Elements of Cobol&qout; and &qout;The Elements of Pascal&qout; from John Wiley & Sons.
Chris has written about search and search engines since 1994. His clients have included International Data Corporation, Accenture, Motorola, Levi-Strauss, Nokia, Ortho Biotech, Porsche, United Technologies, and the Scripps Clinic. From 2001 through 2006, Chris was Executive Editor of SearchEngineWatch.com and Conference Chair of the international Search Engine Strategies events in Canada, China, France, Italy, Sweden and the U.K. From 1998 to 2001, he was the Web Search Guide for About.com.
Chris holds a master's degree in Interactive Educational Technology from Stanford University and a bachelor's degree in Visual Arts and Communications from the University of California, San Diego. Chris has been unsuccessful in his attempts to persuade Stanford to strip his degree so he can join the founders of Yahoo and Google in boasting about *not* graduating from the university.
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SMX West Speaker:
As Head of Search at Catalyst (part of GroupM Connect), Chris has 15+ years of digital marketing experience overseeing strategy development and search & social integration for brands and companies like NBC Universal, Viacom/MTV Networks, Saks Fifth Avenue, J.Crew, Madewell, and Apple. Prior to joining Catalyst, Chris served as a Group Director at 360i, specializing in optimization strategies for emerging technologies, video, and social media. With a passion for delivering best-in-class service across a myriad of industries, Chris currently leads a team of practice directors working to define holistic search best practices, cross-channel integration, and new search product offerings to meet client needs.
SMX West Speaker:
President, FMB Media
@szetelaDavid Szetela is owner and CEO of FMB Media, a PPC advertising agency specializing in Google AdWords, BingAds and social media advertising. The company offers comprehensive management of PPC accounts, as well as deep audits to discover mistakes and lost opportunities. Its unique "pay for performance" compensation model keeps the agency focused on building profitable sales and leads for its clients. His two books on PPC advertising have trained a generation of marketers. A former Apple Computer executive and serial entrepreneur, David's career has been dedicated to helping companies of all sizes maximize revenue and profit.
His articles on PPC advertising have been published in MediaPost, Search Engine Watch, Search Engine Land and MarketingSherpa. He was the PPC expert faculty member for the online certification company Market Motive, and he hosted a weekly radio show called PPC Rockstars, distributed by Webmasterradio.fm and iTunes.
He is a frequent speaker at Search and Advertising industry events like Search Engine Strategies, SMX, Pubcon and ad:tech. He was recently voted one of the top 25 PPC Experts by PPC Hero for the third year in a row.
SMX West Speaker:
President, RankHammer
@armondhammerSteve Hammer is the President and co-Founder of RankHammer, the 2015 US search awards small agency of the year. Steve is a sought after speaker on the subjects of search marketing, PPC and analytics. In particular, he has been noted as a leader in AdWords Scripts and Google Tag Manager. Steve's experience in online media and traditional marketing allows a strategic and long-term view of search marketing. He has achieved extraordinary and sustainable results in several competitive online industries often exceeding growth rates in excess of 50% per year. Steve has held a number of exemplary positions including Director of Search Marketing for ACE Cash Express, General Manager for Stir, and a practicing Chemical Engineer for BASF. He holds a MBA from the prestigious Kellogg School of Management. Steve is very active in the Dallas and Search Marketing community, as a former VP of the DFWSEM. He has spoken at prestigious meetings and conferences including SMX Advanced, Pubcon, ClickZLive, State of Search, Ignite e-commerce and Interactive Insights Summit. He will be teaching a course at SMU on AdWords beginning this March.
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SMX West Speaker:
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SMX West Speaker:
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SMX West Speaker:
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SMX West Plus Session Presenter:
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SMX West Plus Session Presenter:
4:30 PM-4:45 PM
Break
SEO & Social: A Match Made In Marketing Heaven
Close-
Focus
All -
Track
SEO
Overview
SEOs spend their days worrying about things like on-page content, structured data, technical issues and other high-precision tasks. By contrast, social media marketers spend most of their time on external sites, creating spontaneous content and focusing on relationships rather than technical issues. Sounds like oil and water, right?
The reality is that these two teams can be highly complementary, supporting and reinforcing their efforts for mutual benefit. In this session, our panelists will show you how they got the SEO and social media tribes to cooperate to supercharge their overall marketing campaigns.
Speakers
Hannah Thorpe
Commercial Director, White.net, @hannahjthorpe
Chris Pinkerton
VP, Enterprise Media & Research, Mediative, @chrispinkerton
Maggie Malek
Head of Social Media, MMI Agency, @MagsMac
Mark Traphagen
Sr. Director of Brand Evangelism, Stone Temple Consulting, @marktraphagenModerator
SMX West Moderator:
Chris Sherman is VP of Event Editorial at Third Door Media and President of Searchwise LLC, a Boulder Colorado based Web consulting firm. With over 25 years experience in interactive technologies, he is frequently quoted in the Wall Street Journal, the New York Times, Business Week, USA Today and other publications, and has appeared on CNN, NPR, CBS and other television and radio networks.
Chris is a Web Search University faculty member, and is an honorary inductee of the Internet Librarian Hall of Fame. He is the author of &qout;Google Power: Unleash the Full Power of Google&qout; from McGraw-Hill. His previous books include &qout;The Invisible Web: Uncovering Information Sources Search Engines Can't See&qout; (with Gary Price) from CyberAge Books; The McGraw-Hill CD ROM Handbook, and &qout;The Elements of Basic&qout;, &qout;The Elements of Cobol&qout; and &qout;The Elements of Pascal&qout; from John Wiley & Sons.
Chris has written about search and search engines since 1994. His clients have included International Data Corporation, Accenture, Motorola, Levi-Strauss, Nokia, Ortho Biotech, Porsche, United Technologies, and the Scripps Clinic. From 2001 through 2006, Chris was Executive Editor of SearchEngineWatch.com and Conference Chair of the international Search Engine Strategies events in Canada, China, France, Italy, Sweden and the U.K. From 1998 to 2001, he was the Web Search Guide for About.com.
Chris holds a master's degree in Interactive Educational Technology from Stanford University and a bachelor's degree in Visual Arts and Communications from the University of California, San Diego. Chris has been unsuccessful in his attempts to persuade Stanford to strip his degree so he can join the founders of Yahoo and Google in boasting about *not* graduating from the university.
SMX West Co-Moderator:
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SMX West Speaker:
Hannah is Head of SEO at White.net, and works with clients to produce multi-platform campaigns through every stage from ideation through to completion. Hannah's role covers everything from leading complex technical strategies, to creating innovative content campaigns and harnessing data to drive results. With experience speaking at multiple conferences, including BrightonSEO, Search London and SEONow and a regular blogging slot on State of Digital, Hannah is always happy to share tips and debate the controversies of the latest changes in technical SEO best practice.
SMX West Speaker:
Chris leads the key account strategy and Client Development teams at Mediative. Prior to Mediative, Chris was a member of Enquiro - one of North America's leading search marketing and eye-tracking research agencies where he developed extensive experience and insight into digital marketing, lead generation, channel strategy, and neuromarketing. He has worked with the digital teams at enterprise companies including Allstate Insurance, 3M, Toys R Us, Avis/Budget Group, Zipcar, The New York Times, Walmart and The American Red Cross.
Chris is a contributor to the book The BuyerSphere Project: How Business Buys From Business in a Digital Marketplace. He's also a speaker with the Google Engage Project, The Conversion Conference, Bing Ads Connect, Digital Strategy Conference and a guest lecturer at the University of British Columbia and Okanagan School of Business.
SMX West Speaker:
Maggie is the Head of Social Media at MMI Agency, where she works with a team to lead both B2B and B2C brands in creating award-winning integrated campaigns that include paid, owned and earned media as well as experiential programs and events that ladder up to overall business goals. Over the past 10 years, Maggie has launched and managed large online communities for brands with hundreds of thousands of fans, implemented and managed robust social customer care programs, launched paid social strategies that reach millions, and managed events with hundreds of thousands of attendees for clients in various fields including real estate, fashion, energy, sports and medicine. Maggie is a frequent public speaker at social media and public relations conferences including regular contributions to #CMGRHangout, the Women in Information Technology Conference at Texas A&M, the Interactive Strategies Conference, and the CultureMap Connect Social Media series.
SMX West Speaker:
Mark Traphagen is Senior Director of Marketing for Stone Temple Consulting. With over 160,000 social media followers, he has become a sought after speaker at national conferences such as MozCon, PubCon, and SMX, and a featured writer for major online publications such as the Moz Blog, Search Engine Land, and Marketing Land (where he writes a monthly Social Media column). Of course, he also regularly publishes on the Stone Temple blog.
In an interview on Reddit, Rand Fishkin of Moz named Mark as one of his top 5 people to follow on social media.
Although Mark believes his previous careers as a salesman and then a teacher were excellent preparations for what he does now, his deep dive into online marketing began about ten years ago when he was tasked with turning around a failing independent bookstore. Mark took the store online and developed practices of content marketing, influencer relationships, exceptional customer service, and community building that brought the store to profitability in two years. Since that time he has dedicated himself to learning what really works for online business success.
SMX West Speaker:
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SMX West Speaker:
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SMX West Speaker:
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SMX West Speaker:
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SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
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SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
Always Be Testing To Always Be Closing
Close-
Focus
SEM -
Track
SEM
Overview
While ongoing testing is important for all advertisers, businesses can have a significantly more complex sales funnel, a longer buying process and special challenges that only apply in a B2B world.
In this session, we'll explore unique approaches for testing and managing B2B paid search accounts that go beyond traditional "click-then-buy" tactics.
Speakers
Robert Brady
Founder, Righteous Marketing, @robert_brady
Adam Proehl
Partner, NordicClick Interactive, @adamproehl
Ayat Shukairy
Co-founder at Invesp VP Marketing and FigPii, Invesp, @ayatModerator
SMX West Moderator:
Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, an ad testing & recommendation platform. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google's advertising program.
Brad has worked with companies who manage tens of thousands of small PPC accounts and other companies who spend millions on marketing each month. His experience ranges from owning his own agency, to managing a boutique agency, to overseeing programs that were official resellers of Google and Microsoft. Some brands he has worked with include: Amazon, Yahoo, Google, Thomson Reuters, YP.com, Encyclopedia Britannica, and Salesforce.
One of his trademarks has been demystifying the complicated aspects of SEM. Not one to hold secrets, Brad prefers to educate his readers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.
SMX West Co-Moderator:
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SMX West Speaker:
Robert is a PPC wizard and conversion optimization extraordinaire. He has worked on PPC accounts of all sizes across many industries and has a soft spot for helping small businesses succeed with paid search.
Robert also loves to share his expertise with others by blogging regularly on PPC topics on the Clix Marketing blog, Search Engine People & his personal blog, Righteous Marketing. You'll also find his posts on SmallBizTrends.com, PPC Hero, 3QDigital.com and PracticalEcommerce.com among others. He is also an active participant in #PPCchat on Twitter.
Recreationally, Robert loves playing ultimate frisbee & basketball, riding his mountain bike and downhill skiing. He loves making new friends, so feel free to reach out on Twitter - @robert_brady
SMX West Speaker:
Adam is a seasoned online marketing executive who has a passion for helping clients use online channels to grow their business. As a practical marketer, his ability to get at the heart of the core business issues, establish measurable goals, and map the appropriate online tactics to further those objectives has served his clients well.
SMX West Speaker:
Ayat Shukairy spent the last decade working with companies across the globe, explaining how they can create websites which users fall in love while generating great revenue. In her amazon.com best-selling book "Conversion Optimization: The Art and Science of Converting Prospects into Customers", she explains how the six marketing principles: customer persona, trust and confidence, buying stages, engagement, FUDs, and incentives define success of all types of marketing initiatives, from websites to policy strategies.
Ayat is the brains and driving force behind Invesp, a globally recognized provider of conversion optimization software and services. She has worked with some of the world top brands such as, 3M, O'Reilly, the Special Olympics, Discovery, helping them increase online revenue by creating successful marketing campaigns. Her tenure years as a professional includes helping companies grow from tiny start-ups to millions of dollars in revenue, helping clients increase their sales by 300%, and restructuring marketing campaigns for Fortune 500 companies. She is a frequent speaker at conferences, different business groups and academic forums throughout the world. She continues to generate one of the most positive word-of-mouth and referrals. Ayat speaks on digital marketing, marketing optimization, and how to build a world class website.
SMX West Speaker:
Sr. Director of Brand Evangelism, Stone Temple Consulting
@marktraphagenMark Traphagen is Senior Director of Marketing for Stone Temple Consulting. With over 160,000 social media followers, he has become a sought after speaker at national conferences such as MozCon, PubCon, and SMX, and a featured writer for major online publications such as the Moz Blog, Search Engine Land, and Marketing Land (where he writes a monthly Social Media column). Of course, he also regularly publishes on the Stone Temple blog.
In an interview on Reddit, Rand Fishkin of Moz named Mark as one of his top 5 people to follow on social media.
Although Mark believes his previous careers as a salesman and then a teacher were excellent preparations for what he does now, his deep dive into online marketing began about ten years ago when he was tasked with turning around a failing independent bookstore. Mark took the store online and developed practices of content marketing, influencer relationships, exceptional customer service, and community building that brought the store to profitability in two years. Since that time he has dedicated himself to learning what really works for online business success.
SMX West Speaker:
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SMX West Speaker:
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SMX West Plus Session Presenter:
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SMX West Plus Session Presenter:
Getting The Most Out Of Google & Bing Shopping
Close-
Focus
SEM -
Track
Local & Retail
Overview
Many retailers generate up to 50 percent of their annual sales during holidays and special events throughout the year. Even those that don't make the most of their SEM-powered shopping campaigns to maximize revenue and fend off competition by successfully using the Google & Bing shopping platforms.
In this session, you'll learn how to take your shopping campaigns to the next level with insights from holiday season results, detailed feed optimization tricks, campaign structure insights and more. Plan your 2017 holiday campaigns early this year.
Speakers
Andreas Reiffen
CEO and Founder, Crealytics, @AndreasReiffen
Todd Bowman
Director, SEM and Feeds, Merkle, @ToddBowman68
Jake Favaro
Account Director, 3Q Digital, @3QDigitalModerator
SMX West Moderator:
Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Marketing Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.
SMX West Co-Moderator:
,
SMX West Speaker:
Andreas Reiffen is an entrepreneur, marketing technologist and thought leader in data-driven advertising. Between 2006 and 2008 Andreas operated as a PPC super affiliate working for Zappos and other retailers. In 2008 he founded crealytics, the Berlin-based provider of camato, the leading Google Shopping Tool to automate PLA campaigns and improve performance. Several of the largest international Ecommerce retailers are using camato to manage Google Shopping in more than 100 markets across the globe, generating over $3B in revenues per year. camato has been shortlisted for numerous awards in 2016 including European Performance Marketing and Drum Search.
SMX West Speaker:
Todd is the Director of CSE and Feed Management at Merkle | RKG and is responsible for leading RKG’s Comparison Shopping Engine (CSE) and Feed Management team. Todd\'s team works in close concert with RKG's SEM teams to optimize PLA feeds in order to allow for and support the granular, targeted structure and bid management of Google Shopping Campaigns and Bing Product Ads.
Todd is a recognized thought-leader on Shopping Campaigns and PLA management. He has presented several webinars on the topic, including “Google Shopping Campaigns – Post Migration” with co-presenters Google and Venus Swimwear. He has also presented at multiple RKG Road Shows and Client Summits about PLAs and is a regular contributor on the RKGBlog.
Founded in 2003, RKG drives business to clients by maximizing a full range of opportunities including paid search, SEO, product listing ads, social media, display advertising, and comparison shopping engine management services. RKG builds proprietary tools to ensure it’s managing client accounts with the best technology available, and has developed its systems to be efficient, flexible and hugely scalable.
RKG currently has more Google Shopping Campaign spend under management than any other agency. RKG also works with more Internet Retailer Top 500 clients than any other search agency and was one of the first agencies to adopt Google PLAs in 2010.
Todd joined RKG in 2007 as a Paid Search Analyst and was promoted to Senior Analyst and Team Leader in 2008. As RKG continued to grow, Todd changed roles to be the Product Manager for the new CSE and Feed Management service offering. Todd served as the Product Manager for 2.5 years until being promoted to Director of CSEs and Feeds in 2013.
In July, RKG was acquired by Merkle (www.merkleinc.com), which is the largest privately-held customer relationship marketing agency in the country. Together they create a truly scaled media agency, with over 720 digital marketing experts and estimated 2014 media billings in excess of $600 million.
SMX West Speaker:
Jake Favaro is an Account Director at 3Q Digital. He joined 3Q Digital in August 2013 and has been working in the digital marketing space since 2011. At 3Q Digital, Jake has managed accounts across a variety of verticals including ecommerce, travel, EDU, and B2B with monthly media budgets ranging from tens of thousands to millions of dollars. He is a native of the San Francisco Bay Area and enjoys hiking and playing guitar. Jake received a degree in Communication from UC Santa Barbara where he graduated with High Honors.
Jake has spoken widely on the topic of Google and Bing Shopping best practices, including at 3Q's annual client summit and in a 2016 Google-hosted webinar on holiday best practices.
SMX West Speaker:
Sr. Director of Brand Evangelism, Stone Temple Consulting
@marktraphagenMark Traphagen is Senior Director of Marketing for Stone Temple Consulting. With over 160,000 social media followers, he has become a sought after speaker at national conferences such as MozCon, PubCon, and SMX, and a featured writer for major online publications such as the Moz Blog, Search Engine Land, and Marketing Land (where he writes a monthly Social Media column). Of course, he also regularly publishes on the Stone Temple blog.
In an interview on Reddit, Rand Fishkin of Moz named Mark as one of his top 5 people to follow on social media.
Although Mark believes his previous careers as a salesman and then a teacher were excellent preparations for what he does now, his deep dive into online marketing began about ten years ago when he was tasked with turning around a failing independent bookstore. Mark took the store online and developed practices of content marketing, influencer relationships, exceptional customer service, and community building that brought the store to profitability in two years. Since that time he has dedicated himself to learning what really works for online business success.
SMX West Speaker:
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SMX West Speaker:
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SMX West Speaker:
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SMX West Speaker:
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SMX West Plus Session Presenter:
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SMX West Plus Session Presenter:
Search Engine Friendly Web Design
Close-
Focus
SEO -
Track
Boot Camp
Overview
Designers and SEOs sometimes clash over the best way to build a site for search engine success. The reality is that search engines are the starting point for most internet users, and if your site is difficult for Google, Bing or other engines to "read," it's not going to be found by human visitors. Finding the right balance is critical for usability, findability and search marketing success.
Attend this session and learn how to create search engine-friendly sites that appeal to humans, too!
SMX West Moderator:
Matt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
SMX West Co-Moderator:
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SMX West Speaker:
Shari Thurow has been designing and promoting Web sites since 1995, and she is outsourced to many firms worldwide. As a pioneer in the area of search-engine friendly Web site design, she has a 100% success rate for getting client sites ranked at the top of search engines.
She is the author of Search Engine Visibility, which has been translated into French, Japanese, Korean, Polish, and Russian. Her new book, When Search Meets Web Usability, which teaches how to bridge the gap between a search-engine query and your Web site. The book was released in April 2009.
Shari has designed and successfully marketed Web sites in the following industries: medical, financial, scientific/biotechnology, software/computer, online stores/e-commerce, real estate, manufacturing, art and interior design, marketing, insurance, employment, education, legal, and Web portal sites.
Shari received her B.A. in Genetics and Developmental Biology and an M.A. in Asian Studies/Japanese from University of Illinois. Shari specializes in XHTML, CSS, Photoshop, Dreamweaver, and other Web design and graphic design software. She is also member of the Usability Professionals Association.
Omni Marketing Interactive is a full-service search engine optimization (SEO), Web design, information architecture (IA) and Web site usability firm. Clients including Yahoo, Microsoft, America Online, ABC News, HSBC, Deloitte and Touche, National Cancer Institute, and WebMD.
SMX West Speaker:
Director, SEM and Feeds, Merkle
@ToddBowman68Todd is the Director of CSE and Feed Management at Merkle | RKG and is responsible for leading RKG’s Comparison Shopping Engine (CSE) and Feed Management team. Todd\'s team works in close concert with RKG's SEM teams to optimize PLA feeds in order to allow for and support the granular, targeted structure and bid management of Google Shopping Campaigns and Bing Product Ads.
Todd is a recognized thought-leader on Shopping Campaigns and PLA management. He has presented several webinars on the topic, including “Google Shopping Campaigns – Post Migration” with co-presenters Google and Venus Swimwear. He has also presented at multiple RKG Road Shows and Client Summits about PLAs and is a regular contributor on the RKGBlog.
Founded in 2003, RKG drives business to clients by maximizing a full range of opportunities including paid search, SEO, product listing ads, social media, display advertising, and comparison shopping engine management services. RKG builds proprietary tools to ensure it’s managing client accounts with the best technology available, and has developed its systems to be efficient, flexible and hugely scalable.
RKG currently has more Google Shopping Campaign spend under management than any other agency. RKG also works with more Internet Retailer Top 500 clients than any other search agency and was one of the first agencies to adopt Google PLAs in 2010.
Todd joined RKG in 2007 as a Paid Search Analyst and was promoted to Senior Analyst and Team Leader in 2008. As RKG continued to grow, Todd changed roles to be the Product Manager for the new CSE and Feed Management service offering. Todd served as the Product Manager for 2.5 years until being promoted to Director of CSEs and Feeds in 2013.
In July, RKG was acquired by Merkle (www.merkleinc.com), which is the largest privately-held customer relationship marketing agency in the country. Together they create a truly scaled media agency, with over 720 digital marketing experts and estimated 2014 media billings in excess of $600 million.
SMX West Speaker:
Account Director, 3Q Digital
@3QDigitalJake Favaro is an Account Director at 3Q Digital. He joined 3Q Digital in August 2013 and has been working in the digital marketing space since 2011. At 3Q Digital, Jake has managed accounts across a variety of verticals including ecommerce, travel, EDU, and B2B with monthly media budgets ranging from tens of thousands to millions of dollars. He is a native of the San Francisco Bay Area and enjoys hiking and playing guitar. Jake received a degree in Communication from UC Santa Barbara where he graduated with High Honors.
Jake has spoken widely on the topic of Google and Bing Shopping best practices, including at 3Q's annual client summit and in a 2016 Google-hosted webinar on holiday best practices.
SMX West Speaker:
Sr. Director of Brand Evangelism, Stone Temple Consulting
@marktraphagenMark Traphagen is Senior Director of Marketing for Stone Temple Consulting. With over 160,000 social media followers, he has become a sought after speaker at national conferences such as MozCon, PubCon, and SMX, and a featured writer for major online publications such as the Moz Blog, Search Engine Land, and Marketing Land (where he writes a monthly Social Media column). Of course, he also regularly publishes on the Stone Temple blog.
In an interview on Reddit, Rand Fishkin of Moz named Mark as one of his top 5 people to follow on social media.
Although Mark believes his previous careers as a salesman and then a teacher were excellent preparations for what he does now, his deep dive into online marketing began about ten years ago when he was tasked with turning around a failing independent bookstore. Mark took the store online and developed practices of content marketing, influencer relationships, exceptional customer service, and community building that brought the store to profitability in two years. Since that time he has dedicated himself to learning what really works for online business success.
SMX West Speaker:
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SMX West Speaker:
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SMX West Speaker:
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SMX West Speaker:
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SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
Skinny on the Future of Bing Ads
Close-
Focus
-
Track
Plus Session
Presented by:
Overview
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, customers & other special guests on stage to answer all your questions and give you a sneak peek into the future of Bing Ads.
Speakers
Frances Donegan-Ryan
Influencer, SEMPro, Microsoft
Kim Farmer
Sales Director, Bing Ads
Aaron Lauper
adCenter Product Team, Microsoft
Seniha Koksa
Product Manager, MicrosoftSMX West Moderator:
President, Find Me Faster
@mvanwagnerMatt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
SMX West Co-Moderator:
,
SMX West Speaker:
Shari Thurow has been designing and promoting Web sites since 1995, and she is outsourced to many firms worldwide. As a pioneer in the area of search-engine friendly Web site design, she has a 100% success rate for getting client sites ranked at the top of search engines.
She is the author of Search Engine Visibility, which has been translated into French, Japanese, Korean, Polish, and Russian. Her new book, When Search Meets Web Usability, which teaches how to bridge the gap between a search-engine query and your Web site. The book was released in April 2009.
Shari has designed and successfully marketed Web sites in the following industries: medical, financial, scientific/biotechnology, software/computer, online stores/e-commerce, real estate, manufacturing, art and interior design, marketing, insurance, employment, education, legal, and Web portal sites.
Shari received her B.A. in Genetics and Developmental Biology and an M.A. in Asian Studies/Japanese from University of Illinois. Shari specializes in XHTML, CSS, Photoshop, Dreamweaver, and other Web design and graphic design software. She is also member of the Usability Professionals Association.
Omni Marketing Interactive is a full-service search engine optimization (SEO), Web design, information architecture (IA) and Web site usability firm. Clients including Yahoo, Microsoft, America Online, ABC News, HSBC, Deloitte and Touche, National Cancer Institute, and WebMD.
SMX West Speaker:
Director, SEM and Feeds, Merkle
@ToddBowman68Todd is the Director of CSE and Feed Management at Merkle | RKG and is responsible for leading RKG’s Comparison Shopping Engine (CSE) and Feed Management team. Todd\'s team works in close concert with RKG's SEM teams to optimize PLA feeds in order to allow for and support the granular, targeted structure and bid management of Google Shopping Campaigns and Bing Product Ads.
Todd is a recognized thought-leader on Shopping Campaigns and PLA management. He has presented several webinars on the topic, including “Google Shopping Campaigns – Post Migration” with co-presenters Google and Venus Swimwear. He has also presented at multiple RKG Road Shows and Client Summits about PLAs and is a regular contributor on the RKGBlog.
Founded in 2003, RKG drives business to clients by maximizing a full range of opportunities including paid search, SEO, product listing ads, social media, display advertising, and comparison shopping engine management services. RKG builds proprietary tools to ensure it’s managing client accounts with the best technology available, and has developed its systems to be efficient, flexible and hugely scalable.
RKG currently has more Google Shopping Campaign spend under management than any other agency. RKG also works with more Internet Retailer Top 500 clients than any other search agency and was one of the first agencies to adopt Google PLAs in 2010.
Todd joined RKG in 2007 as a Paid Search Analyst and was promoted to Senior Analyst and Team Leader in 2008. As RKG continued to grow, Todd changed roles to be the Product Manager for the new CSE and Feed Management service offering. Todd served as the Product Manager for 2.5 years until being promoted to Director of CSEs and Feeds in 2013.
In July, RKG was acquired by Merkle (www.merkleinc.com), which is the largest privately-held customer relationship marketing agency in the country. Together they create a truly scaled media agency, with over 720 digital marketing experts and estimated 2014 media billings in excess of $600 million.
SMX West Speaker:
Account Director, 3Q Digital
@3QDigitalJake Favaro is an Account Director at 3Q Digital. He joined 3Q Digital in August 2013 and has been working in the digital marketing space since 2011. At 3Q Digital, Jake has managed accounts across a variety of verticals including ecommerce, travel, EDU, and B2B with monthly media budgets ranging from tens of thousands to millions of dollars. He is a native of the San Francisco Bay Area and enjoys hiking and playing guitar. Jake received a degree in Communication from UC Santa Barbara where he graduated with High Honors.
Jake has spoken widely on the topic of Google and Bing Shopping best practices, including at 3Q's annual client summit and in a 2016 Google-hosted webinar on holiday best practices.
SMX West Speaker:
Sr. Director of Brand Evangelism, Stone Temple Consulting
@marktraphagenMark Traphagen is Senior Director of Marketing for Stone Temple Consulting. With over 160,000 social media followers, he has become a sought after speaker at national conferences such as MozCon, PubCon, and SMX, and a featured writer for major online publications such as the Moz Blog, Search Engine Land, and Marketing Land (where he writes a monthly Social Media column). Of course, he also regularly publishes on the Stone Temple blog.
In an interview on Reddit, Rand Fishkin of Moz named Mark as one of his top 5 people to follow on social media.
Although Mark believes his previous careers as a salesman and then a teacher were excellent preparations for what he does now, his deep dive into online marketing began about ten years ago when he was tasked with turning around a failing independent bookstore. Mark took the store online and developed practices of content marketing, influencer relationships, exceptional customer service, and community building that brought the store to profitability in two years. Since that time he has dedicated himself to learning what really works for online business success.
SMX West Speaker:
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SMX West Speaker:
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SMX West Speaker:
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SMX West Speaker:
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SMX West Plus Session Presenter:
Frances Donegan-Ryan
Influencer, SEMPro, Microsoft
Online Marketing Executive with a background in Influencer programs, contributor marketing, inbound marketing, technology and international business.
I am a positive and out going team member. Technically savvy with strong communications skills.
Tweet me @francesdr
Specialties: Influencer programs - Brand Champions - Contributor Marketing - Content Marketing - Inbound Marketing - Social media - Facebook marketing - Twitter - Wordpress - Tumblr - Marketing - PR - Public Relations - Cross-Cultural Management - International Business - Outsource Management - Team Building - Team Management - Mentoring - Mentorship - Team Development - Leadership Development - Team Building - Process Development - Product Marketing - Product Strategy - SEO - SEM - A/B Testing - Content Development - Brand Messaging - Google Analytics - SalesForce - Involver - Paid Search - Organic Search
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
6:00 PM - 7:00 PM
Meet the market leading solution providers exhibiting at SMX West, while enjoying a beverage, snacks and networking.
(open to 
pass holders)
7:30 PM - 9:30 PM
Join us for small bites, cocktails, connecting and a panel discussion with women leaders in the industry.
All Access & pass holders welcome.
7:30 PM - 9:30 PM
Join us for small bites, cocktails, connecting and a panel discussion with women leaders in the industry.
All Access & pass holders welcome.
DAY 2 - March 22nd
7:00 AM-9:00 AM
Breakfast/Registration
SEO For Google's Mobile-First Index & Mobile-Friendly World
Close-
Focus
SEO -
Track
SEO
Overview
Google is now using a mobile-first index that is based on how a mobile device would crawl the web. This is a radical change from how Google previously indexed the web with a desktop-first approach. This change has major ramifications for SEOs and webmasters.
Our speakers will 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.
Speakers
Leslie To
Sr. Director of SEO, 3Q Digital, @itsleslieto
Eric Enge
CEO, Stone Temple Consulting, @stonetemple
Gary Illyes
Webmaster Trends Analyst, Google, @methodeModerator
SMX West Moderator:
Barry Schwartz is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here. For more background information on Barry, see his full bio over here.
SMX West Co-Moderator:
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SMX West Speaker:
Leslie To, Director of SEO for 3Q Digital, spends her most of her time digging around in Google Analytics. Her career in SEO kicked off in 2011 with iSearch Media, She has worked with a wide range of clients, including RelaxTheBack and California Closets, and has years of experience applying advanced analytics in optimization strategy.
SMX West Speaker:
Eric Enge publishes on a regular basis, including: Search Engine Land, The Digital Marketing Excellence blog, and Moz. He is also the lead co-author of "The Art of SEO", along with Stephan Spencer, Rand Fishkin, and Jessie Stricchiola.
Eric speaks at many industry conferences, including: Search Marketing Expo, Pubcon, State of Search, and others.
Eric is the CEO of Stone Temple Consulting, a 65+ person digital marketing agency that serves many of the world's largest brands.
SMX West Speaker:
Gary Illyes is a webmaster trends analyst dedicated to creating a better search experience for users by helping webmasters create amazing websites. When not crunching data to find ways to improve web search, Gary is contributing to the Webmaster Central Blog and helps users debug their websites in the Google Webmaster Forums.
Prior to joining Google in 2011, Gary was teaching online journalism in Romania and abroad. He was a technical consultant for several high profile media outlets, and he spent his free time on online forums helping webmasters troubleshoot web- and news-search related issues. He has studied IT at the University of Phoenix and holds an associate's degree in journalism from the Ady Endre College of Journalism in Romania.
SMX West Speaker:
Sr. Director of Brand Evangelism, Stone Temple Consulting
@marktraphagenMark Traphagen is Senior Director of Marketing for Stone Temple Consulting. With over 160,000 social media followers, he has become a sought after speaker at national conferences such as MozCon, PubCon, and SMX, and a featured writer for major online publications such as the Moz Blog, Search Engine Land, and Marketing Land (where he writes a monthly Social Media column). Of course, he also regularly publishes on the Stone Temple blog.
In an interview on Reddit, Rand Fishkin of Moz named Mark as one of his top 5 people to follow on social media.
Although Mark believes his previous careers as a salesman and then a teacher were excellent preparations for what he does now, his deep dive into online marketing began about ten years ago when he was tasked with turning around a failing independent bookstore. Mark took the store online and developed practices of content marketing, influencer relationships, exceptional customer service, and community building that brought the store to profitability in two years. Since that time he has dedicated himself to learning what really works for online business success.
SMX West Speaker:
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SMX West Speaker:
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SMX West Speaker:
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SMX West Speaker:
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SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
Using Paid Search & Social Together To Deliver The Ultimate Knock-Out Punch
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Focus
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Track
SEM
Overview
Multidisciplinary search marketers (yes, that means you!) are best prepared to handle the growing complexity of digital advertising and fulfill the omnichannel promise. If you've mastered scripts, bid modifications and elaborate combinations of extensions, using paid search and social media together could be your next big move.
In this session, you'll learn how to apply your hard-earned expertise to marrying search and social media advertising, creating the ultimate combination of push and pull.
Speakers
Sahil Jain
CEO and Co-founder, AdStage Inc., @sahilio
Maggie Malek
Head of Social Media, MMI Agency, @MagsMac
Justin Freid
Vice President of Emerging Media, CMI Media, @justin_FreidModerator
SMX West Moderator:
Search Engine Land contributing editor Pamela Parker has been reporting on, writing about and working in digital media and marketing for more than 10 years. She taught herself HTML in 1995 and wrenched a site onto the Web by brute force. She's been working in digital media ever since, most recently at Federated Media Publishing, where she has helped marketers and independent publishers in conversational marketing and display advertising. Prior to that, she covered the interactive advertising industry as managing editor at ClickZ, ChannelSeven.com and Internet Advertising Report, which were all eventually folded under the ClickZ brand. She got her start in digital media at @NY, covering New York start-ups in the early years of the Internet business.
She studied at Columbia University's Graduate School of Journalism, where she earned a master's degree with a concentration in new media. Before attending Columbia, Pamela was a radio reporter and editor at KTRH News in Houston. After stints on both coasts, she is now based in the Austin, Texas area.
She blogs about media and marketing at The River and about cooking, gardening and parenthood at Free Range.
SMX West Co-Moderator:
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SMX West Speaker:
Sahil Jain is the co-founder and CEO of AdStage. He co-founded his first company, YC & SV Angel backed Trigger.io at 20. He dropped out of UC Berkeley, where he studied Philosophy and Econ, to join AOL Corp Devt. at 19, dropped out of High School to join Yahoo! Mobile at 17 and worked in the professional video game industry before that.
He has some really unique digital advertising experience, especially when it comes to PPC advertising because we're the only company in the world that supports self-service access to advertising on five networks (Google AdWords, Bing Ads, Facebook Ads, LinkedIn Ads, and Twitter Ads). He's spoken at length on topics like content marketing, online advertising, as well as topics like wearables and advertising.
SMX West Speaker:
Maggie is the Head of Social Media at MMI Agency, where she works with a team to lead both B2B and B2C brands in creating award-winning integrated campaigns that include paid, owned and earned media as well as experiential programs and events that ladder up to overall business goals. Over the past 10 years, Maggie has launched and managed large online communities for brands with hundreds of thousands of fans, implemented and managed robust social customer care programs, launched paid social strategies that reach millions, and managed events with hundreds of thousands of attendees for clients in various fields including real estate, fashion, energy, sports and medicine. Maggie is a frequent public speaker at social media and public relations conferences including regular contributions to #CMGRHangout, the Women in Information Technology Conference at Texas A&M, the Interactive Strategies Conference, and the CultureMap Connect Social Media series.
SMX West Speaker:
Justin Freid is a digital marketing veteran with over 10+ years of experience helping some of the largest brands in the world leverage the digital landscape to connect with their target audiences. Currently leading the SEM, SEO and social media teams at CMI, a WPP Company, Justin helps pharmaceutical companies create and execute digital strategies. With experience in industries such as finance, insurance, pharma and CPG, Justin brings a unique approach to clients. His expertise across all facets of digital marketing creates an interconnectivity between efforts, leading customers further along down the conversion funnel.
SMX West Speaker:
Sr. Director of Brand Evangelism, Stone Temple Consulting
@marktraphagenMark Traphagen is Senior Director of Marketing for Stone Temple Consulting. With over 160,000 social media followers, he has become a sought after speaker at national conferences such as MozCon, PubCon, and SMX, and a featured writer for major online publications such as the Moz Blog, Search Engine Land, and Marketing Land (where he writes a monthly Social Media column). Of course, he also regularly publishes on the Stone Temple blog.
In an interview on Reddit, Rand Fishkin of Moz named Mark as one of his top 5 people to follow on social media.
Although Mark believes his previous careers as a salesman and then a teacher were excellent preparations for what he does now, his deep dive into online marketing began about ten years ago when he was tasked with turning around a failing independent bookstore. Mark took the store online and developed practices of content marketing, influencer relationships, exceptional customer service, and community building that brought the store to profitability in two years. Since that time he has dedicated himself to learning what really works for online business success.
SMX West Speaker:
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SMX West Speaker:
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SMX West Speaker:
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SMX West Speaker:
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SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
Conversion Rates & The Law of Diminishing Astonishment
Close-
Focus
SEM -
Track
Analytics & Conversion
Overview
We all know how exhilarating it can be to optimize new campaigns when double-digit returns are relatively easy to achieve. Eventually, though, growth flattens, and gains are tougher to come by. Grasping at straws with untested tactics and ideas is not the way to ensure continued success.
Our panel of experts will share conversion optimization strategies that reinvigorate the performance of mature campaigns. You'll learn the tactics, processes and best practices that have worked to minimize the "Law of Diminishing Astonishment" and find new ways to reignite growth in your campaigns.
Speakers
Ayat Shukairy
Co-founder at Invesp VP Marketing and FigPii, Invesp, @ayat
Jeremy Epperson
Director of Conversion Optimization, 3Q Digital, @Jeremy3Q_CRO
Amy Balliett
CEO, Co-Founder, & Chief Swiss Army Knife, Killer Infographics, @topinfographicsModerator
SMX West Moderator:
Matt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
SMX West Co-Moderator:
,
SMX West Speaker:
Ayat Shukairy spent the last decade working with companies across the globe, explaining how they can create websites which users fall in love while generating great revenue. In her amazon.com best-selling book "Conversion Optimization: The Art and Science of Converting Prospects into Customers", she explains how the six marketing principles: customer persona, trust and confidence, buying stages, engagement, FUDs, and incentives define success of all types of marketing initiatives, from websites to policy strategies.
Ayat is the brains and driving force behind Invesp, a globally recognized provider of conversion optimization software and services. She has worked with some of the world top brands such as, 3M, O'Reilly, the Special Olympics, Discovery, helping them increase online revenue by creating successful marketing campaigns. Her tenure years as a professional includes helping companies grow from tiny start-ups to millions of dollars in revenue, helping clients increase their sales by 300%, and restructuring marketing campaigns for Fortune 500 companies. She is a frequent speaker at conferences, different business groups and academic forums throughout the world. She continues to generate one of the most positive word-of-mouth and referrals. Ayat speaks on digital marketing, marketing optimization, and how to build a world class website.
SMX West Speaker:
Jeremy Epperson is the Director of Conversion Optimization at 3Q Digital. He has a track record of growing revenue for businesses with his unique approach to conversion rate optimization and UX research. His passion for the past decade has been combining direct response marketing with data-driven research to drive results for clients. Jeremy has consulted with industry leaders on the web including Zillow, HP, TripAdvisor, SolarCity, Disney, and SurveyMonkey.
SMX West Speaker:
Amy Balliett has been using digital media to grow her own companies since she was 17, when she took on ownership of an arcade/penny candy store, a venture that paid her way through college. She subsequently built a successful career in SEO and marketing before utilizing both her entrepreneurial spirit and her inner artist to team up with Nick Grant and co-found Killer Infographics, a firm leading the way in visual communication for some of the world's largest brands. As CEO, co-founder and Chief Swiss Army Knife of Killer Infographics, Balliett's roles include new product development, marketing, and speaking at such events as Adobe MAX and SXSW V2V. Pulling from her past and present digital strategies, she now enables clients worldwide to use visual communication in order to grow their brands, connect with customers, and design multi-faceted campaigns that harness the full potential of visual content.
SMX West Speaker:
Sr. Director of Brand Evangelism, Stone Temple Consulting
@marktraphagenMark Traphagen is Senior Director of Marketing for Stone Temple Consulting. With over 160,000 social media followers, he has become a sought after speaker at national conferences such as MozCon, PubCon, and SMX, and a featured writer for major online publications such as the Moz Blog, Search Engine Land, and Marketing Land (where he writes a monthly Social Media column). Of course, he also regularly publishes on the Stone Temple blog.
In an interview on Reddit, Rand Fishkin of Moz named Mark as one of his top 5 people to follow on social media.
Although Mark believes his previous careers as a salesman and then a teacher were excellent preparations for what he does now, his deep dive into online marketing began about ten years ago when he was tasked with turning around a failing independent bookstore. Mark took the store online and developed practices of content marketing, influencer relationships, exceptional customer service, and community building that brought the store to profitability in two years. Since that time he has dedicated himself to learning what really works for online business success.
SMX West Speaker:
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SMX West Speaker:
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SMX West Speaker:
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SMX West Speaker:
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SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
Attribution In AdWords
Close-
Focus
-
Track
Plus Session
Presented by:
Overview
The customer journey can be long and complex, not only across time but across devices. Being able to identify which ads really and truly influenced someone's decision is a tough proposition, but it's a crucial one to get right. This session covers how to think about approaching attribution in AdWords so that you can identify how your advertising affects people during crucial, decision-making moments.
SMX West Moderator:
President, Find Me Faster
@mvanwagnerMatt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
SMX West Co-Moderator:
,
SMX West Speaker:
Ayat Shukairy spent the last decade working with companies across the globe, explaining how they can create websites which users fall in love while generating great revenue. In her amazon.com best-selling book "Conversion Optimization: The Art and Science of Converting Prospects into Customers", she explains how the six marketing principles: customer persona, trust and confidence, buying stages, engagement, FUDs, and incentives define success of all types of marketing initiatives, from websites to policy strategies.
Ayat is the brains and driving force behind Invesp, a globally recognized provider of conversion optimization software and services. She has worked with some of the world top brands such as, 3M, O'Reilly, the Special Olympics, Discovery, helping them increase online revenue by creating successful marketing campaigns. Her tenure years as a professional includes helping companies grow from tiny start-ups to millions of dollars in revenue, helping clients increase their sales by 300%, and restructuring marketing campaigns for Fortune 500 companies. She is a frequent speaker at conferences, different business groups and academic forums throughout the world. She continues to generate one of the most positive word-of-mouth and referrals. Ayat speaks on digital marketing, marketing optimization, and how to build a world class website.
SMX West Speaker:
Jeremy Epperson is the Director of Conversion Optimization at 3Q Digital. He has a track record of growing revenue for businesses with his unique approach to conversion rate optimization and UX research. His passion for the past decade has been combining direct response marketing with data-driven research to drive results for clients. Jeremy has consulted with industry leaders on the web including Zillow, HP, TripAdvisor, SolarCity, Disney, and SurveyMonkey.
SMX West Speaker:
Amy Balliett has been using digital media to grow her own companies since she was 17, when she took on ownership of an arcade/penny candy store, a venture that paid her way through college. She subsequently built a successful career in SEO and marketing before utilizing both her entrepreneurial spirit and her inner artist to team up with Nick Grant and co-found Killer Infographics, a firm leading the way in visual communication for some of the world's largest brands. As CEO, co-founder and Chief Swiss Army Knife of Killer Infographics, Balliett's roles include new product development, marketing, and speaking at such events as Adobe MAX and SXSW V2V. Pulling from her past and present digital strategies, she now enables clients worldwide to use visual communication in order to grow their brands, connect with customers, and design multi-faceted campaigns that harness the full potential of visual content.
SMX West Speaker:
Sr. Director of Brand Evangelism, Stone Temple Consulting
@marktraphagenMark Traphagen is Senior Director of Marketing for Stone Temple Consulting. With over 160,000 social media followers, he has become a sought after speaker at national conferences such as MozCon, PubCon, and SMX, and a featured writer for major online publications such as the Moz Blog, Search Engine Land, and Marketing Land (where he writes a monthly Social Media column). Of course, he also regularly publishes on the Stone Temple blog.
In an interview on Reddit, Rand Fishkin of Moz named Mark as one of his top 5 people to follow on social media.
Although Mark believes his previous careers as a salesman and then a teacher were excellent preparations for what he does now, his deep dive into online marketing began about ten years ago when he was tasked with turning around a failing independent bookstore. Mark took the store online and developed practices of content marketing, influencer relationships, exceptional customer service, and community building that brought the store to profitability in two years. Since that time he has dedicated himself to learning what really works for online business success.
SMX West Speaker:
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SMX West Speaker:
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SMX West Speaker:
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SMX West Speaker:
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SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
What SEOs Need To Know About Progressive Web Apps
Close-
Focus
SEO -
Track
SEO
Overview
If you wish you could deploy a website with the interactivity and functionality of a mobile app, Progressive Web Apps (PWAs) may be just the ticket. PWAs allow you to build mobile websites that function just like an app, are easy to deploy and work across all devices and browsers. Is it too good to be true?
Our speaker will take you inside this Google-backed markup standard, showing you how to implement PWAs and what SEOs need to know about getting them indexed and ranked in Google search results.
SMX West Moderator:
Barry Schwartz is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here. For more background information on Barry, see his full bio over here.
SMX West Co-Moderator:
,
SMX West Speaker:
Cindy Krum, CEO & Founder of MobileMoxie is a highly sought after conference speaker, presenting and training in-house teams throughout the US and around the world. She also serves as faculty at Rutgers University, teaching mobile marketing in a Digital Mini-MBA program, and soon, a dedicated semester-long mobile marketing course. People describe Cindy's training style as personable, engaging and action oriented. She uses real world examples and engages the audience with their own mobile devices.
Cindy's book, Mobile marketing: Finding your customers no matter where they are, by Que Publishing is a top-rated mobile marketing book available in most book stores and on Amazon.com. It is also used as core curriculum and required reading in university-level classes across the United States.
SMX West Speaker:
Director of Conversion Optimization, 3Q Digital
@Jeremy3Q_CROJeremy Epperson is the Director of Conversion Optimization at 3Q Digital. He has a track record of growing revenue for businesses with his unique approach to conversion rate optimization and UX research. His passion for the past decade has been combining direct response marketing with data-driven research to drive results for clients. Jeremy has consulted with industry leaders on the web including Zillow, HP, TripAdvisor, SolarCity, Disney, and SurveyMonkey.
SMX West Speaker:
CEO, Co-Founder, & Chief Swiss Army Knife, Killer Infographics
@topinfographicsAmy Balliett has been using digital media to grow her own companies since she was 17, when she took on ownership of an arcade/penny candy store, a venture that paid her way through college. She subsequently built a successful career in SEO and marketing before utilizing both her entrepreneurial spirit and her inner artist to team up with Nick Grant and co-found Killer Infographics, a firm leading the way in visual communication for some of the world's largest brands. As CEO, co-founder and Chief Swiss Army Knife of Killer Infographics, Balliett's roles include new product development, marketing, and speaking at such events as Adobe MAX and SXSW V2V. Pulling from her past and present digital strategies, she now enables clients worldwide to use visual communication in order to grow their brands, connect with customers, and design multi-faceted campaigns that harness the full potential of visual content.
SMX West Speaker:
Sr. Director of Brand Evangelism, Stone Temple Consulting
@marktraphagenMark Traphagen is Senior Director of Marketing for Stone Temple Consulting. With over 160,000 social media followers, he has become a sought after speaker at national conferences such as MozCon, PubCon, and SMX, and a featured writer for major online publications such as the Moz Blog, Search Engine Land, and Marketing Land (where he writes a monthly Social Media column). Of course, he also regularly publishes on the Stone Temple blog.
In an interview on Reddit, Rand Fishkin of Moz named Mark as one of his top 5 people to follow on social media.
Although Mark believes his previous careers as a salesman and then a teacher were excellent preparations for what he does now, his deep dive into online marketing began about ten years ago when he was tasked with turning around a failing independent bookstore. Mark took the store online and developed practices of content marketing, influencer relationships, exceptional customer service, and community building that brought the store to profitability in two years. Since that time he has dedicated himself to learning what really works for online business success.
SMX West Speaker:
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SMX West Speaker:
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SMX West Speaker:
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SMX West Speaker:
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SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
Your Mobile PPC Sucks (But It Doesn't Have To!)
Close-
Focus
SEM -
Track
SEM
Overview
Many PPC marketers have tried opting into mobile search and have seen poor results, including low CTR, poor SERP visibility, underwhelming conversion rates and higher CPAs. How can you justify investing in paid search on a device that doesn't see parity with desktop performance?
In this session, you'll learn how to take your SEM campaigns to the next level with best practices, case studies and approaches that take advantage of the unique opportunities available to mobile advertisers.
SMX West Moderator:
Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Marketing Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.
SMX West Co-Moderator:
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SMX West Speaker:
Maddie Cary is the Director of Paid Search at Point It Digital Marketing in Seattle. Her role involves overseeing and developing an amazing team of PPC account managers, while also running the global SEM program for Point It's largest client. In 2015, she won the US Search Award for "Young Search Professional", as well as was acknowledged as a "Rising Star in PPC" by both SearchEngineLand & PPC Hero. You can find her speaking & learning at great conferences like SMX, HeroConf, & PubCon, or writing posts for the Wordstream blog. Outside of PPC, her biggest loves are her family, friends, and her idol, Queen Beyonce.
SMX West Speaker:
Director of Conversion Optimization, 3Q Digital
@Jeremy3Q_CROJeremy Epperson is the Director of Conversion Optimization at 3Q Digital. He has a track record of growing revenue for businesses with his unique approach to conversion rate optimization and UX research. His passion for the past decade has been combining direct response marketing with data-driven research to drive results for clients. Jeremy has consulted with industry leaders on the web including Zillow, HP, TripAdvisor, SolarCity, Disney, and SurveyMonkey.
SMX West Speaker:
CEO, Co-Founder, & Chief Swiss Army Knife, Killer Infographics
@topinfographicsAmy Balliett has been using digital media to grow her own companies since she was 17, when she took on ownership of an arcade/penny candy store, a venture that paid her way through college. She subsequently built a successful career in SEO and marketing before utilizing both her entrepreneurial spirit and her inner artist to team up with Nick Grant and co-found Killer Infographics, a firm leading the way in visual communication for some of the world's largest brands. As CEO, co-founder and Chief Swiss Army Knife of Killer Infographics, Balliett's roles include new product development, marketing, and speaking at such events as Adobe MAX and SXSW V2V. Pulling from her past and present digital strategies, she now enables clients worldwide to use visual communication in order to grow their brands, connect with customers, and design multi-faceted campaigns that harness the full potential of visual content.
SMX West Speaker:
Sr. Director of Brand Evangelism, Stone Temple Consulting
@marktraphagenMark Traphagen is Senior Director of Marketing for Stone Temple Consulting. With over 160,000 social media followers, he has become a sought after speaker at national conferences such as MozCon, PubCon, and SMX, and a featured writer for major online publications such as the Moz Blog, Search Engine Land, and Marketing Land (where he writes a monthly Social Media column). Of course, he also regularly publishes on the Stone Temple blog.
In an interview on Reddit, Rand Fishkin of Moz named Mark as one of his top 5 people to follow on social media.
Although Mark believes his previous careers as a salesman and then a teacher were excellent preparations for what he does now, his deep dive into online marketing began about ten years ago when he was tasked with turning around a failing independent bookstore. Mark took the store online and developed practices of content marketing, influencer relationships, exceptional customer service, and community building that brought the store to profitability in two years. Since that time he has dedicated himself to learning what really works for online business success.
SMX West Speaker:
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SMX West Speaker:
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SMX West Speaker:
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SMX West Speaker:
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SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
Google Analytics And The Rise Of (Free!) DIY Audience Marketing
Close-
Focus
All -
Track
Analytics & Conversion
Overview
It's an understatement to say that the internet is a vast place. But no matter how big it is, segmenting your audiences in Google Analytics provides a transparent way to understand and break down your site visitors and audiences. Using segments helps search marketers fine-tune how to speak to different visitors in different ways, increasing both efficiency and efficacy.
Attend this session to learn:
- what questions to ask when designing audience segments.
- best practices and how to best use segmentation.
- how to perform complex audience research with your existing ad platforms and analytics suites.
You'll leave this session knowing how to use audience marketing to increase conversion rates and more effectively identify and target potential customers.
SMX West Moderator:
Chris Sherman is VP of Event Editorial at Third Door Media and President of Searchwise LLC, a Boulder Colorado based Web consulting firm. With over 25 years experience in interactive technologies, he is frequently quoted in the Wall Street Journal, the New York Times, Business Week, USA Today and other publications, and has appeared on CNN, NPR, CBS and other television and radio networks.
Chris is a Web Search University faculty member, and is an honorary inductee of the Internet Librarian Hall of Fame. He is the author of &qout;Google Power: Unleash the Full Power of Google&qout; from McGraw-Hill. His previous books include &qout;The Invisible Web: Uncovering Information Sources Search Engines Can't See&qout; (with Gary Price) from CyberAge Books; The McGraw-Hill CD ROM Handbook, and &qout;The Elements of Basic&qout;, &qout;The Elements of Cobol&qout; and &qout;The Elements of Pascal&qout; from John Wiley & Sons.
Chris has written about search and search engines since 1994. His clients have included International Data Corporation, Accenture, Motorola, Levi-Strauss, Nokia, Ortho Biotech, Porsche, United Technologies, and the Scripps Clinic. From 2001 through 2006, Chris was Executive Editor of SearchEngineWatch.com and Conference Chair of the international Search Engine Strategies events in Canada, China, France, Italy, Sweden and the U.K. From 1998 to 2001, he was the Web Search Guide for About.com.
Chris holds a master's degree in Interactive Educational Technology from Stanford University and a bachelor's degree in Visual Arts and Communications from the University of California, San Diego. Chris has been unsuccessful in his attempts to persuade Stanford to strip his degree so he can join the founders of Yahoo and Google in boasting about *not* graduating from the university.
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SMX West Speaker:
Andrew Garberson is Manager of Search at LunaMetrics, a Google Analytics certified partner and search marketing consultancy. In addition to leading the SEO and PPC teams, Andrew is a GAIQ certified analytics junkie with a special interest in marketing attribution.
SMX West Speaker:
Director of Conversion Optimization, 3Q Digital
@Jeremy3Q_CROJeremy Epperson is the Director of Conversion Optimization at 3Q Digital. He has a track record of growing revenue for businesses with his unique approach to conversion rate optimization and UX research. His passion for the past decade has been combining direct response marketing with data-driven research to drive results for clients. Jeremy has consulted with industry leaders on the web including Zillow, HP, TripAdvisor, SolarCity, Disney, and SurveyMonkey.
SMX West Speaker:
CEO, Co-Founder, & Chief Swiss Army Knife, Killer Infographics
@topinfographicsAmy Balliett has been using digital media to grow her own companies since she was 17, when she took on ownership of an arcade/penny candy store, a venture that paid her way through college. She subsequently built a successful career in SEO and marketing before utilizing both her entrepreneurial spirit and her inner artist to team up with Nick Grant and co-found Killer Infographics, a firm leading the way in visual communication for some of the world's largest brands. As CEO, co-founder and Chief Swiss Army Knife of Killer Infographics, Balliett's roles include new product development, marketing, and speaking at such events as Adobe MAX and SXSW V2V. Pulling from her past and present digital strategies, she now enables clients worldwide to use visual communication in order to grow their brands, connect with customers, and design multi-faceted campaigns that harness the full potential of visual content.
SMX West Speaker:
Sr. Director of Brand Evangelism, Stone Temple Consulting
@marktraphagenMark Traphagen is Senior Director of Marketing for Stone Temple Consulting. With over 160,000 social media followers, he has become a sought after speaker at national conferences such as MozCon, PubCon, and SMX, and a featured writer for major online publications such as the Moz Blog, Search Engine Land, and Marketing Land (where he writes a monthly Social Media column). Of course, he also regularly publishes on the Stone Temple blog.
In an interview on Reddit, Rand Fishkin of Moz named Mark as one of his top 5 people to follow on social media.
Although Mark believes his previous careers as a salesman and then a teacher were excellent preparations for what he does now, his deep dive into online marketing began about ten years ago when he was tasked with turning around a failing independent bookstore. Mark took the store online and developed practices of content marketing, influencer relationships, exceptional customer service, and community building that brought the store to profitability in two years. Since that time he has dedicated himself to learning what really works for online business success.
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