Obsessed With SEO & SEM

January 30-31, 2019
San Jose Convention Center

SMX West 2019 Agenda

Build your own agenda! Click "Add To My Agenda", then enter your email in the My Agenda box at the bottom of the page to have your selections emailed to you.

Calendar

Full Conference Agenda - Wednesday, January 30th

8:00 AM-9:00 AM

Breakfast/Registration

9:00 AM-9:45 AM

Keynote with Google: Assistance: The New Frontier

+ Learn More
labels Close
  Added To My Agenda
Level: All
  • Focus

    All
  • Track

    General

Overview

Ready for some crystal ball gazing? Search is no longer limited to text on a computer screen - it's often voice activated and happens across mobile and internet of things devices like smart home speakers. In this keynote talk, our speaker from the Google Assistant team will take you on a roller coaster ride from where we are today to what the future holds, including how some future tech is already here and having a significant impact on marketing campaigns.

Speakers

Marco Lenoci

Head of North America Global Partnerships, Google, @marcolenoci

Moderator

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

9:45 AM-10:00 AM

Break

10:00 AM-11:00 AM

Machine vs. Man: What Really Matters For SEO Success

+ Learn More
labels Close
  Added To My Agenda
Level: Intermediate
  • Focus

    SEO
  • Track

    SEO

Overview

When it comes to presenting the best results for any given query, Google favors generalized algorithmic improvements over band-aids that address specific problems. Yet Google also employs a team of search quality raters to evaluate and provide feedback on search results.

As an SEO, should you be meticulously analyzing search ranking algorithm updates or carefully studying each word of the 164-page Google quality raters guidelines?

In this session, you'll learn what you should focus on and what really matters for SEO success in today's algorithmically-driven yet human-mediated ranked environment.

Speakers

Lily Ray

Director, SEO, Path Interactive, @lilyraynyc

Dave Davies

CEO, Beanstalk Internet Marketing, @beanstalkim

Frédéric Dubut

Senior Program Manager, Bing, @CoperniX

Nagu Rangan

Senior Program Manager, Bing, @nagu_rangan

Moderator

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

The Text Ad Reboot: How To Evaluate & Manage Your Current Options

+ Learn More
labels Close
  Added To My Agenda
Level: Intermediate
  • Focus

    SEM
  • Track

    SEM

Overview

In the past year, Google has shaken things up for advertisers. It has introduced new products such as Responsive Search Ads and expanded the number of headlines and descriptions in standard text ads. These longer ads offer more real estate, but do they deliver better results or just create complexity?

This session delivers best practices for evaluating the effectiveness and managing the choices text ads offer. It will answer your questions including "Is running three headlines more effective than using two?" or "Are two descriptions are better than one?"

Speakers

Sean Murphy

Senior Associate, Red Ventures, @ppc_sean

Mark Irvine

Sr Data Scientist, WordStream, @MarkIrvine89

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

Maximize Conversions with Audience Targeting and 1-to-1 Ad-to-Page Personalization

+ Learn More
labels Close
  Added To My Agenda
Level:
  • Focus

  • Track

    Solutions

Presented by:

Overview

Advertisers have long moved away from generic ads that target broad audiences. With the proliferation of data, advertisers are maximizing their click-through rates by creating personalized ads for targeted audiences. Yet their conversion rates haven't kept pace.

96% of ad clicks don't convert. Advertisers are wasting billions of dollars generating clicks that don't bring real value. Thanks to 1:1 post-click personalization, advertisers can bring the same personalized audience targeting they do to their ads to their post-click experience. Tyson will provide specific and actionable examples of how advertisers can leverage advertising audience data to maximize conversions-not just clicks. As a bonus, he'll share a sneak peek into what the future of personalization will look like in 2019 and beyond.

Speakers

Tyson Quick

Founder & CEO, Instapage

11:00 AM-11:15 AM

Break

11:15 AM-12:15 PM

Mobile First Indexing & Mobile Friendly SEO

+ Learn More
labels Close
  Added To My Agenda
Level: Intermediate
  • Focus

    SEO
  • Track

    SEO

Overview

Not focused on delivering a great user experience to mobile users? You are missing a huge and growing opportunity.

Start by understanding the difference between mobile-first indexing and mobile-friendly SEO. Though linked at the hip, they are not the same. Mobile-first indexing means that Google's crawlers now primarily see your web pages as they are rendered by a smartphone. SEO for the mobile-first index is different from traditional SEO.

In this session, you'll learn how to construct a mobile-friendly SEO site for search engines that delivers exceptional user experiences for your human visitors.

Speakers

Eric Enge

General Manager, Stone Temple Consulting, now a part of Perficient Digital, @stonetemple

Max Prin

Head of Technical SEO, Merkle Inc., @maxxeight

Moderator

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

Starting Fresh With Match Types & Account Structures

+ Learn More
labels Close
  Added To My Agenda
Level: Intermediate
  • Focus

    SEM
  • Track

    SEM

Overview

Just when you thought you had built the perfect campaign structure to silo inbound SEM traffic by match-type to meet your ROAS goals with perfectly tuned bids and ads, everything changed. Updates to Google Ads and Bing Ads matching rules have upended many time-tested and reliable account structures.

In this session, you'll get a fresh take on the effectiveness of traditional account structures, how and when to consider a complete rebuild and what new hybrid account structures you should be considering to keep your campaigns competitive in the new world of SEM.

Speakers

Adam Seybold

Senior Paid Media Manager, DEG, @adamseybold

Ted Ives

CEO, SEMCopilot LLC, @tedives

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Mastering SEO Silos

+ Learn More
labels Close
  Added To My Agenda
Level:
  • Focus

  • Track

    Solutions

Presented by:

Overview

Come learn about SEO siloing from the person who invented it. This powerful "ranking factor" is often overlooked or implemented incorrectly. Attendees will learn the concepts and approaches to designing a silo architecture and the steps in the process.

You will learn:

  • What is a silo, and why does it matter?
  • Examples of successful results using silos
  • Essential steps in the siloing process
  • Effective internal linking structures
  • How to create physical and virtual silos

Speakers

Bruce Clay

Founder & President, Bruce Clay, Inc.

12:15 PM-1:15 PM

Lunch

Why Search Marketers Make Great Video Marketers

+ Learn More
labels Close
  Added To My Agenda
Level:
  • Focus

  • Track

    Solutions

Presented by:

Overview

Eighty percent of shoppers say they typically switch between online search and video when researching products to buy. This behavior demands a marketing approach that connects with customers across search and video. YouTube Product Manager Amy Vaduthalakuzhy will share new insights and features to help search marketers drive results on YouTube.

Speakers

Amy Vaduthalakuzhy

Product Manager, Video Ads, Google
1:15 PM-2:15 PM

SEO Site Clinic

+ Learn More
labels Close
  Added To My Agenda
Level: All
  • Focus

    SEO
  • Track

    SEO

Overview

Even the most knowledgeable SEOs are stumped sometimes, and everyone could use a regular SEO tuneup.

In this session, you'll have the opportunity to volunteer your site, describe the issues you are facing, and our SEO rockstars will diagnose your challenges in real time and offer specific actionable advice to repair or enhance your performance.

Speakers

Dave Davies

CEO, Beanstalk Internet Marketing, @beanstalkim

Lily Ray

Director, SEO, Path Interactive, @lilyraynyc

Moderator

Jessica Bowman
Founder, SEOinhouse.com, @jessicabowman

Ad Testing In A Multi-Format World

+ Learn More
labels Close
  Added To My Agenda
Level: Intermediate
  • Focus

    SEM
  • Track

    SEM

Overview

The functionality of ad groups has evolved. Groups now include Responsive Search Ads, two headline text ads, three headline text ads and more. In addition, ad rendering on various devices is constantly changing as Google refines and updates formats. Only sophisticated ad testing can assure you're getting maximum performance from your campaigns. In this session, you'll get a deep dive into constructing, conducting and evaluating ad tests when you blend ad formats in groups. You'll walk away with new approaches, best practices and the know-how to use timeless testing techniques to drive campaign success.

Speakers

Brad Geddes

Co-Founder, Adalysis, @bgTheory

Cara deBeer

Partner, Paid Search Director, Catalyst, @CatalystSEM

Moderator

Ginny Marvin
Editor-in-Chief, Third Door Media, Inc., @ginnymarvin

Link Building Secrets SEOs Won't Share: How To Build A Link Profile That Rank

+ Learn More
labels Close
  Added To My Agenda
Level:
  • Focus

  • Track

    Solutions

Presented by:

Overview

Kevin Rowe, CEO, of PureLinq, will share his secrets to developing a high-performing and scalable link building program that drives ranking. Attendees will leave with an understanding of how to build a scalable, efficient, and high-impact link building program.

Rowe will also briefly demo PureLinq's proprietary technology that allows SEO's, content marketers, and digital marketers to drive links at an unprecedented predictable and scalable rate.

This actionable session will cover:

  • Building relationships and tools for link building
  • Focusing on contextual links
  • Advanced metrics to evaluate sites (where should you links be placed)
  • Where to point links: articles or product/service pages?

Speakers

Kevin Rowe

Founder & CEO, PureLinq

2:15 PM-2:30 PM

Break

2:30 PM-3:30 PM

Google's New Dynamic Rendering Workaround: A Must For JavaScript-Heavy Sites

+ Learn More
labels Close
  Added To My Agenda
Level: Intermediate
  • Focus

    SEO
  • Track

    SEO

Overview

Developers love JavaScript for its flexibility and capabilities. But search engines still find it difficult to process JavaScript successfully. Google recently released a new SEO workaround, called dynamic rendering, that will support modern sites with JavaScript and sites that have a strong social media presence.

This session dives into the promise and reality of dynamic rendering. You'll get insights into how to implement this new process of switching between client-side rendering and pre-rendered content, and an up-close look at how dynamic rendering provides positive benefits for sites that rely heavily on JavaScript.

Speakers

Bartosz Goralewicz

Co-Founder, Head of SEO, Elephate, @ElephateSEO

Moderator

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

Getting Tactical With Google & Bing Audiences

+ Learn More
labels Close
  Added To My Agenda
Level: Intermediate
  • Focus

    SEM
  • Track

    SEM

Overview

Google and Bing continue to introduce new audience development features that you can use to increase the reach and profitability of your paid search and display ad campaigns.

In this session, you'll learn new ways to build, optimize and capitalize on your audience targeting tactics.

Speakers

Christi Olson

Search Evangelist, Microsoft, @christijolson

Brooke Osmundson

Senior Digital Manager, NordicClick Interactive, @BrookeOsmundson

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Rising Above the Pack: Content Marketing that Crushes It in 2019

+ Learn More
labels Close
  Added To My Agenda
Level:
  • Focus

  • Track

    Solutions

Presented by:

Overview

Content marketing is more important than ever, but the field is getting more and more crowded. Further, machine learning at the search engines is changing how they evaluate it. What's a poor overworked marketer supposed to do? Come to this session to find out!

Speakers

Eric Enge

General Manager, Perficient Digital

Mark Traphagen

Content Strategy Director, Perficient Digital

3:30 PM-4:00 PM

Refreshment Break

How Digital Agencies Are Changing

+ Learn More
labels Close
  Added To My Agenda
Level:
  • Focus

  • Track

    Solutions

Presented by:

Overview

As marketing and technology evolve, digital agencies are in a state of transformation. Nobody said it was going to be easy. In this session, Search Engine Land Editor-in-Chief Ginny Marvin will share the results of our 2019 Digital Agencies Survey, highlighting key challenges and opportunities facing agency marketers.

Speakers

Ginny Marvin

Editor-in-Chief, Third Door Media, Inc.
4:00 PM-5:00 PM

Optimizing Content For Voice Search & Virtual Assistants

+ Learn More
labels Close
  Added To My Agenda
Level: Advanced
  • Focus

    SEO
  • Track

    SEO

Overview

Apple's Siri, Amazon's Alexa, Microsoft's Cortana and Google Assistant are accelerating the use of voice search. That means forward-thinking SEOs must now prepare for a future where voice search and virtual assistants play a significant -- and in some cases, principal -- role in content discovery and conversions.

This advanced-level session explores how to use SEO tactics to optimize your content and user experience for a future in which half or more of all queries will be spoken.

Speakers

Upasna Gautam

Manager, SEO, Ziff Davis, @upasnagautam

Benu Aggarwal

President & Founder, Milestone, Inc, @benuaggarwal

Stephan Spencer

Founder, Science of SEO, @sspencer

Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

Aligning Your Marketing With Your Customer's Journey

+ Learn More
labels Close
  Added To My Agenda
Level: Intermediate
  • Focus

    SEM
  • Track

    SEM

Overview

In today's fragmented marketing landscape, aligning messaging across channels, segmenting top performing audiences, and creating cohesive journey-mapping -- from awareness through the sale -- are critical for success. The task is especially challenging because getting it right requires closely collaborating and coordinating with multiple stakeholders with differing agendas and goals.

This session explores how to get in step with you customer (and your team) as they follow their own paths towards interest, engagement and conversion.

Speakers

Amanda Farley

Partner + Director of Digital Strategy, SS Digital Media, @afriedt

Seth Meisel

Senior Digital Marketing Manager, Thrift Books Global, LLC, @SethMeisel

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

Conversational Commerce Is Coming. Is Your Local Brand Ready?

+ Learn More
labels Close
  Added To My Agenda
Level:
  • Focus

  • Track

    Solutions

Presented by:

Overview

A conversation is beginning will change the course of retail marketing. Not a conversation among marketers like us-but a direct dialogue between shoppers and your brand about what, where, when and how to buy. The conversation will be powered through emerging technology like Apple's Business Chat and Google's RCS, and they will finally weaponize voice tools like Siri, Google Voice and Alexa-along with your website, store locators and a legion of AI-powered chat apps that leverage high-traffic channels like text/SMS, Facebook Messenger, Talk, WeChat and WhatsApp. Forward-thinking brands are already laying the infrastructure for Conversational Commerce: creating an ecosystem of data-rich customer touchpoints that will encourage chats between their brand and potential consumers.

Join Vendasta's Brendan King, Co-Founder and CEO, and Uberall's Tehsin Daya, VP of Business Development, as they share research from Uberall's recent survey on conversational commerce survey, offer a blueprint for how brands can present the highest quality data in a structured way for voice and text queries that will lead naturally to instant engagement and voice-led, revenue-driving communication between shoppers and your brand.

Speakers

Tehsin Daya

VP Business Development NA, Uberall

Brendan King

Co-Founder and CEO, Vendasta

5:00 PM-6:00 PM

Networking Reception

Sponsored by:

6:00 PM-7:00 PM

Technical SEO for Developers Community Meetup - Eric Enge, General Manager, Perficient


Enterprise SEO for In-housers Community Meetup - Jessica Bowman, Founder, SEOinhouse.com

Calendar

Full Conference Agenda - Thursday, January 31st

8:00 AM-9:00 AM

Breakfast/Registration

9:00 AM-9:45 AM

Keynote with Microsoft: The Quest For Intelligent Search

+ Learn More
labels Close
  Added To My Agenda
Level: All
  • Focus

    All
  • Track

    General

Overview

In this keynote conversation you'll hear holistically about what's new with search at Microsoft and what future developments and opportunities are coming to Bing and Bing Ads. In this keynote, you'll hear directly about how AI is emerging as a key force in the evolving search landscape and the move from keywords towards intent and audiences.

Speakers

Christi Olson

Search Evangelist, Microsoft, @christijolson

Junaid Ahmed

Partner Group Engineering Manager for Microsoft Bing, Microsoft

Moderator

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

9:45 AM-10:00 AM

Break

10:00 AM-11:00 AM

Solving Complex SEO Problems When Standard Fixes Don't Apply

+ Learn More
labels Close
  Added To My Agenda
Level: Intermediate
  • Focus

    SEO
  • Track

    SEO

Overview

Most technical audit presentations cover tools and theory, but few help you piece it all together or sort out the issues when standard fixes have been implemented and are not performing as expected.

In this session, our speakers share the metrics that indicate significant SEO problems. And they'll offer strategies and tactics that work when standard technical SEO fixes do not.

Speakers

Arsen Rabinovich

Founder/Director of SEO, TopHatRank.com LLC, @tophatarsen

Sam Marsden

SEO & Content Manager, DeepCrawl, @sam_marsden

Moderator

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

Driving Sales with Advanced Facebook & YouTube Tactics

+ Learn More
labels Close
  Added To My Agenda
Level: Intermediate
  • Focus

    SEM
  • Track

    SEM

Overview

YouTube and Facebook offer unprecedented reach and sophisticated targeting options for advertisers.

In this session, our expert speakers share successful YouTube and Facebook video ad tactics, along with tips for driving results with other Facebook ad formats. They'll cover audience development and targeting, creative options, measurement and reporting. And you'll walk away with actionable information for generating qualified leads and conversions from Facebook and YouTube ads.

Speakers

Joe Martinez

Director of Client Strategy, Clix Marketing, @MilwaukeePPC

Michelle Morgan

Director of Client Services, Clix Marketing, @michellemsem

Moderator

Ginny Marvin
Editor-in-Chief, Third Door Media, Inc., @ginnymarvin

Protecting Your Clicks In A Highly Competitive Auction.

+ Learn More
labels Close
  Added To My Agenda
Level:
  • Focus

  • Track

    Solutions

Presented by:

Overview

Consumers searching for your brand or trademarked term are twice as likely to convert. Not surprisingly, 98% of your competitors bid on your brand terms in an attempt to steal those easy clicks and divert web traffic intended for you. By brand bidding, competitors are poaching conversions and damaging brand equity. This commonplace practice goes largely unchecked, unquantified and is extremely difficult to monitor at scale...without help.

Join Ashley Fletcher, Adthena - VP of Marketing, and take the first steps toward reclaiming your brand equity.

  • Understand the challenges of brand bidding and trademark infringements
  • See your competitive landscape in its entirety
  • Build a defense strategy using AI to monitor your brand at scale
  • Learn how brands have reduced the impact of brand bidding by 50%
  • Top Tips for reacting to a competitive auction

Speakers

Ashley Fletcher

VP Marketing, Adthena

11:00 AM-11:15 AM

Break

11:15 AM-12:15 PM

Everything You Need To Know To Execute A Successful Site Migration

+ Learn More
labels Close
  Added To My Agenda
Level: Advanced
  • Focus

    SEO
  • Track

    SEO

Overview

Are you planning on switching to HTTPS, introducing a new CMS, changing hosting providers or relaunching your templates? Beware. Many things can go wrong. And the consequences can be severe.

Don't worry. We've got you covered! You'll leave this session with a comprehensive strategy for executing an error-free site migration that will deliver all the benefits you expect with none of the headaches. You'll get hands-on advice on how you should plan your relaunch from speakers who have executed dozens of successful migrations on a variety of types of sites around the world.

Speakers

Patrick Stox

Technical SEO, IBM, @patrickstox

Bastian Grimm

CEO & Director Organic Search, Peak Ace AG, @basgr

Moderator

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

Leveraging Amazon Ads & Other Product Marketplace Opportunities

+ Learn More
labels Close
  Added To My Agenda
Level: Intermediate
  • Focus

    SEM
  • Track

    SEM

Overview

For marketers selling on Amazon, getting your products to show up in search results is imperative... especially now that Amazon is the third biggest digital ad seller behind Google and Facebook. Yet, while Amazon's ad platform has made strides, it still lacks the sophisticated functionality of its competitors.

In this session, you'll learn tactics and best practices for leveraging Sponsored Products, Sponsored Brands, Product Display Ads as well as Amazon's other advertising offerings. You'll also understand the broader e-commerce marketplace landscape and where our expert speakers see opportunities.

Speakers

Todd Bowman

Senior Director, Amazon and eRetail, Merkle, @ToddBowman68

Bryant Garvin

Sr Director of ECommerce & Brand Advertising, Pattern, @bryantgarvin

Moderator

Ginny Marvin
Editor-in-Chief, Third Door Media, Inc., @ginnymarvin

Bridging the Gap Between Technical SEO and Keyword Rankings

+ Learn More
labels Close
  Added To My Agenda
Level:
  • Focus

  • Track

    Solutions

Presented by:

Overview

In what capacity does technical SEO impact real rankings? In this talk, Botify VP of Professional Services Frank Vitovitch illuminates how and why crucial technical indicators determine visibility in the SERPs. Learn how to come full circle in 2019 with technical SEO, content, and real rankings to boost your strategic pages by optimizing every step in the organic search process.

Speakers

Frank Vitovich

Vice President Professional Services, Botify

12:15 PM-1:15 PM

Lunch

1:15 PM-2:15 PM

Enterprise SEOs, Unite!

+ Learn More
labels Close
  Added To My Agenda
Level: Advanced
  • Focus

    SEO
  • Track

    SEO

Overview

Implementing SEO for large organizations requires specialized skills:
- maintaining multiple websites
- getting different content management systems to play nice together
- juggling the unique requirements of countries and languages
- domain management
to name just a few.

Being responsive to the needs and opinions of internal stakeholders (including top management) further compounds the complexity.

In this session, our panel of enterprise SEOs delivers a needed sanity check along with the latest tactical and technical issues that are especially relevant to large enterprise implementations.

Speakers

Eli Schwartz

Director of Growth, SurveyMonkey, @5le

Jordan Silton

Director, SEO Marketing, Apartments.com (Costar Group), @jsilton

Sharon Conner

Manager – Search & CRO, Autodesk, @anemptyroad

Moderator

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

SEM Tune-Up Clinic With The SMX Mechanics

+ Learn More
labels Close
  Added To My Agenda
Level: All
  • Focus

    SEM
  • Track

    SEM

Overview

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

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

Speakers

Brad Geddes

Co-Founder, AdAlysis, @bgTheory

Brooke Osmundson

Senior Digital Manager, NordicClick Interactive, @BrookeOsmundson

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Leveraging Quora Ads in 2019: How to Find Your Audience and Drive Results

+ Learn More
labels Close
  Added To My Agenda
Level:
  • Focus

  • Track

    Solutions

Presented by:

Overview

Looking to expand beyond the Google and Facebook duopoly? With over 300 million unique monthly visitors, people come to Quora to ask questions, read insightful answers, and learn more about the world. This includes people looking for reliable information about your company, products, competitors, and industry. In this session, learn what makes the Quora Ads platform unique, how to find and target potential customers, and how to incorporate it to your 2019 marketing mix. JD will walk you through the exact steps you need to take to walk away with immediately implementable strategies.

Speakers

JD Prater

Quora Ads Evangelist, Quora

2:15 PM-2:30 PM

Break

2:30 PM-3:30 PM

Maximizing Visual Search Potential

+ Learn More
labels Close
  Added To My Agenda
Level: All
  • Focus

    SEO
  • Track

    SEO

Overview

With recent improvements in both camera phones and search engine image feature detection capabilities, people are increasingly turning to visual search for finding products, planning travel and other activities. Optimizing for visual search can drive more traffic and significantly enhance user experience and conversion rates. This session explores the important techniques to fully leverage visual search.

Speakers

Amy Balliett

CEO, Co-Founder, & Chief Swiss Army Knife, Killer Infographics, @topinfographics

Kristopher Jones

Founder / CEO, LSEO.com, @krisjonescom

Moderator

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

Competitive Analysis: Inside Out & Outside In

+ Learn More
labels Close
  Added To My Agenda
Level: Advanced
  • Focus

    SEM
  • Track

    SEM

Overview

Success often hinges on how well your campaigns are set up and run, as well as on how well you respond to competitors. Attend this session for advanced account auditing tactics that identify strengths and weaknesses, and gather tips for identifying opportunities and competitive threats. This highly tactical session will deliver actionable methods and tools designed to significantly improve your competitive edge.

Speakers

Sean Murphy

Senior Associate, Red Ventures, @ppc_sean

Andrew Ramm

President and General Manager, Alexa.com, @arammalexa

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Why Attribution Marketers Get Paid More (And How To Become One)

+ Learn More
labels Close
  Added To My Agenda
Level:
  • Focus

  • Track

    Solutions

Presented by:

Overview

Search marketers often drive the majority of traffic and leads, but we don't always get credited for the true amount of leads we're generating. That's a problem, both for us and for the companies we're marketing. It's no wonder that the most highly sought-after skillset in Marketing today is multi-touch, multi-channel attribution. New tools are making it simpler than ever to prove our value as marketers--but they're only helpful if we understand how they work.

In this session, I'll go over how multi-touch attribution can transform your marketing career. You'll learn how to begin collecting & analyzing attribution data, which attribution models make the most sense for your business, and how to leverage inexpensive and powerful new technologies to become the elite, highly paid attribution marketer companies are looking for.

Speakers

Mark Sullivan

Director, Demand Generation, CallRail

3:30 PM-4:00 PM

Refreshment Break

4:00 PM-5:00 PM

The New Realities Of Local Search

+ Learn More
labels Close
  Added To My Agenda
Level: Intermediate
  • Focus

    BOTH
  • Track

    SEO

Overview

While traditional SEO techniques are integral in achieving local SEO success, many other factors play a significant role in effective geotargeting. Your results will improve by focusing on reviews, questions & answers, knowledge panel management and other organic tactics, as well as taking full advantage of the functions of Google My Business.

But you'll also have to keep an eye on new options for local advertising: Product listing and map ads, location extensions, local inventory ads -- the list goes on.

Join out expert speakers for an exploration of the rapidly evolving local marketing landscape and discover how you can best leverage new opportunities.

Speakers

Conrad Saam

President, Mockingbird, @conradsaam

Damian Rollison

VP Product, Brandify, @damianrollison

Dana DiTomaso

President & Partner, Kick Point Inc., @danaditomaso

Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

Who You Gonna Trust? SEM Expert Roundtable

+ Learn More
labels Close
  Added To My Agenda
Level: Intermediate
  • Focus

    SEM
  • Track

    SEM

Overview

When it comes to feedback and opinions on your ad campaigns, there's no shortage of advice from a multitude of sources:
- The search engines publish best practice guidelines.
- Google and Bing interfaces offer recommendations from inside your account.
- And if you have a larger account, you'll get suggestions from your reps.

Sadly, all too often these recommendations contradict one another. Some are good. Some you may disagree with. And others leave you scratching your head.

This session's roundtable discussion will give you a candid look at what's working, what's not and how to evaluate your options. You'll learn to distinguish solid advice from dubious suggestions and understand the critical factors you should consider before blindly implementing changes to your campaigns.

Speakers

Aaron Levy

Manager of Client Strategy, Elite SEM, @bigalittlea

Robert Brady

Founder, Righteous Marketing, @robert_brady

Michelle Morgan

Director of Client Services, Clix Marketing, @michellemsem

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory