Obsessed With SEO & SEM

March 13-15, 2018
San Jose Convention Center

Tell me more about SMX West!

Get insider announcements, exclusive offers and breaking news.

Accelerate your retail campaigns with expert-led sessions and actionable SEM tactics

We’re knee-deep in the holiday season, and all forecasts point to another record-breaking year for e-commerce sales. As you move forward into the New Year, it is crucial to step back and evaluate what worked, what didn’t, and how you’re going to top your 2017 performance.

You’re serious about strengthening your online retail strategies. You crave the latest tactics and techniques to reach shoppers. That’s why you should attend SMX West.

Join us March 13-15, 2018 in San Jose, CA for three full days of SEM and PPC sessions specially designed for e-commerce pros like you. Major players, including Google and Bing, will be there to share firsthand advice that can help you effectively reach your customers and increase overall sales.

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

Our expert in-house and agency speakers will teach you how to:

  • Think outside the SEM box to outperform competitors
  • Create compelling ads that resonate with customers
  • Integrate dynamic ad formats into your campaigns
  • Boost product sales, cut costs, and maximize profits
  • Effectively test offers without reducing margins
  • Leverage proven tactics for reaching shoppers on social media

…and much, much more.

Here’s a taste of the retail and paid search sessions in store:

  • Beyond Text: Mastering Other Ad Formats
  • Perfect Your SEM Testing: How & Why To Evaluate Everything
  • Unleashing The Power Of Online Video Ads
  • Winning More Customers With E-commerce Offer Testing
  • Product Campaign Structures That Pay Off

See all the Retail & SEM sessions below.

Retail Sessions

Go deep with retail tactics and learn from the best in the business – real world practitioners and experts who can show you what works and what doesn’t in the fast paced world of retail advertising.

  • Show All Session Details
  • Hide All Session Details

Thinking Outside the SEM Box

+ Learn More
labels Close

Overview

New ad formats, bidding capabilities and targeting possibilities -- it can be hard for SEMs to keep up, much less take advantage of every new opportunity as an advertiser.

In this session, you'll hear out-of-the-box thinking about new platform features that delivered fresh leads, more sales and ROI. Come with your questions -- there will be lots of Q&A for open discussion.

Speakers

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

The Art & Science Of Crafting Successful Ads

+ Learn More
labels Close

Overview

With all the options available in Adwords and Bing Ads, creating simple, effective creative has never been so complex. In this session, you'll learn both the art and the mechanics of crafting great online ads.

You'll get insights and learn how to:

- write creative copy that works.
- assemble ad formats, extensions and targeting options for greatest potency.
- design and deploy display ads of every shape and size.
- use automation for greater scale and messaging precision.

Speakers

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Beyond Text: Mastering Other Ad Formats

+ Learn More
labels Close

Overview

Although most advertisers rely heavily on workhorse text ads, a large percentage of available ad impressions are made up by dynamic search ads, responsive ads, Gmail and other ad formats.

In this session, we'll take a deep dive into creating and optimizing these additional ad formats to maximize your campaign performance.

Speakers

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

Fundamentals of SEM

+ Learn More
labels Close

Overview

With searchers turning to Google and Bing more than 5 billion times every day, search advertising (SEM) enables you to effectively generate quality traffic on an efficient cost-per-click (CPC) basis.

This beginner-level session covers the basics of how to purchase ads from the major search engines, including best practices for achieving success and profitability.

Speakers

Matt Van Wagner

President, Find Me Faster, @mvanwagner

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Using Search Ads & Social To Deliver The Ultimate Knockout Punch

+ Learn More
labels Close

Overview

SEM practitioners and strategists are ideally suited to master the growing complexity of search and social media advertising -- and use them in concert. Tackling social requires similar thinking and detailed execution to get positive results.

In this intermediate level session, you'll learn how to apply your hard-earned SEM expertise to marrying search and social media advertising, creating the ultimate combination of push and pull.

Speakers

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

AMP: Do Or Die?

+ Learn More
labels Close

Overview

Google has doubled down on Accelerated Mobile Pages (AMP), pushing site owners in every business vertical to convert their sites to support the specification. The company justifies its support of AMP with multiple case studies showing significant gains in traffic and conversions.

But there's another side of the story. We asked the readers of Search Engine Land about AMP adoption, the benefits and drawbacks of implementing and the difficulty of implementation. The results from our exclusive research indicate adoption is not widespread. To understand why, hear about our panelists' experiences with AMP. You'll get insights from a technical SEO as well as from representatives of a large publisher and an e-commerce site. This session is for all search marketers with intermediate and above experience.

Speakers

Moderator

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

Maximizing Performance Of Local Ads

+ Learn More
labels Close

Overview

Local inventory and ads on Google Maps can have a significant impact for retailers, especially during holiday shopping season and during online or offline-focused campaigns. The key to maximizing impact with local ads is to understand when to use them, how to leverage them on mobile devices and how to use offline tracking to properly evaluate them. This session shows you how.

Speakers

Andy Taylor

Associate Director of Research, Merkle, @PronouncedAhndy

Moderator

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

Perfect Your SEM Testing: How & Why To Evaluate Everything

+ Learn More
labels Close

Overview

Want to write the best ads the world has ever seen, and then prove you've done it?

This session focuses on the process of designing, implementing and measuring the results of search advertising testing. You'll learn what can and cannot be tested, how to design robust tests and the skills to identify all the biases and underlying problems of testing PPC campaigns.

Our panelists will talk about best-practice processes and illustrate with case studies how to design the most effective keyword, bid level, messaging and landing page tests. You'll also get insights into how to test and validate higher-level business questions that you must answer to successfully implement search advertising campaigns.

Speakers

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

B2B SEM: Meeting Specific Challenges With Really Smart Tactics

+ Learn More
labels Close

Overview

Some challenges facing B2B search advertising buyers are unique:
- finding enough search volume on technical, niche keywords
- keeping clear of high volume consumer-oriented keywords
- attributing properly despite long sales cycles and conversions that frequently take place offline
... to mention just to mention a few.

In this session, seasoned B2B SEMs will share their hard-learned strategies and tactics for creating profitable B2B ad campaigns.

Speakers

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

Conversion Optimization: Turning Quick Wins Into Winning Streaks

+ Learn More
labels Close

Overview

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

In this session, expert search advertising practitioners show you how they identify quick wins and repeat successes over time. You'll learn landing page optimization techniques for B2B, B2C, lead generation, e-commerce and more.

Speakers

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Must-Have Reports For Search Advertisers

+ Learn More
labels Close

Overview

Actionable reports are essential to creating and tuning SEM campaigns. Determining which data to include and how to display it are crucial to effective campaign optimization. And the information you share with your boss or clients can make the difference in the perceived value of your position and can impact your career growth.

In this session, SEM experts share their favorite reports that help them maximize returns, gain an edge on the competition -- and delight and satisfy key stakeholders.

Speakers

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

Unleashing The Power Of Online Video Ads

+ Learn More
labels Close

Overview

Investment in video advertising is growing rapidly, particularly on mobile. With more options to grab audience attention on more channels, brands and performance advertisers with all types of budgets are seeing the power of digital video ads.

In this intermediate SEM session, you'll learn how to develop killer creative, optimize your campaigns, ensure brand safety and much more. You'll also better understand how to extend your video efforts beyond YouTube and gain clarity on platform-dependent differences in targeting, creative and measurement capabilities.

Speakers

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

How To Develop Multichannel Attribution Models That Move The Needle

+ Learn More
labels Close

Overview

For many, attribution remains both a data and practical challenge. Even as tools such as Adwords, Analytics and Google Attribution come online and evolve, attribution hasn't gotten easier. Nor has it been "solved" for most advertisers.

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

Speakers

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

The Great SEM Toolbox Roundup

+ Learn More
labels Close

Overview

Managing SEM campaigns without the right tools is like hammering nails with a screwdriver. You can do it, but it's not going to be pretty.

In this session, you'll hear what tools SEM experts can't live without, which tools they've ditches and which shiny new tools they are most excited about. You'll want to take notes in this session.

Speakers

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Analytics Clinic

+ Learn More
labels Close

Overview

Feel that you aren't taking full advantage of Google Analytics? Welcome to the club! In this clinic, you can get your GA questions answered by experts. Our panels of analytics pros will provide answers to the lingering questions and issues you struggle with, such as: how to combat spam, the settings that seek and destroy your data, which reports to avoid and which to live by, when to use a filter, when you use a segment and much more.

Speakers

Dana DiTomaso

President & Partner, Kick Point Inc., @danaditomaso

Ruth Burr Reedy

Director of Strategy, UpBuild, LLC, @ruthburr

Moderator

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

How To Maximize & Measure Performance On The Google Display Network

+ Learn More
labels Close

Overview

Maximizing the reach, awareness and performance of your display campaigns is critical to success of Google Display Network (GDN) campaigns.

In this advanced SEM session, you'll get insight into the successful prioritization of ad formats, creative uses of audience segmentation, strategies for picking placements, considerations for brand protection and the employment of attribution methods for display.

Speakers

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Advanced Audience Targeting & Management Tactics

+ Learn More
labels Close

Overview

Audience targeting allows you to be precise in choosing who sees your ads. Google provides basic audience targeting tools that are easy to use, but you can do better with remarketing lists, custom combination lists, and custom affinity lists. You can even exclude groups that don't fit you demographic or other criteria.

In this SEM session, you'll learn how to get the most from advanced audience targeting to reach conversion-ready prospects and maximize the ROI of your campaigns.

Speakers

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

SEM Tune-Up Clinic With The SMX Mechanics

+ Learn More
labels Close

Overview

Just like your favorite old car, even the best search advertising campaigns can use a tuneup 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 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 NPR radio show, "Car Talk" this session is guaranteed to be as fun as it is informative.

Speakers

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Your Mission: Increase Sales, Cut Costs, Maximize Profits

+ Learn More
labels Close

Overview

Increasing revenue while maximizing profit is the definition of success for commerce-driven marketers. Yet this remains an elusive goal for many. In this SEM and retail-focused session, you'll hear success stories from marketers who've been able to drive efficient revenue with innovative digital campaign strategies and tactics.

You'll learn:
- how to refine ad extensions for optimal payoff.
- how to streamline product feeds for maximum efficiency.
- how to boost product desirability.
- how to find new ways to drive revenues and maximize profits!

Speakers

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

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

+ Learn More
labels Close

Overview

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

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

Speakers

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Shopping Campaigns That Keep Paying Off

+ Learn More
labels Close

Overview

Developing and executing solid structures for shopping campaigns can mean the difference between "meh" and "marvelous" results. In this SEM and retail session, our e-commerce experts will take you well beyond basic structure and feed optimization with clever and effective strategies, tactics and tips on driving higher year-round ROAS and increased profit margins.

Speakers

Moderator

Ginny Marvin
Contributing Editor, Marketing Land, @ginnymarvin

Competitive Research For SEM

+ Learn More
labels Close

Overview

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

Attend this SEM session to learn how to apply time-tested techniques of competitive intelligence to your campaigns to sharpen your marketing edge and deliver the results you are seeking.

Speakers

Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

Driving Sales On Social Media

+ Learn More
labels Close

Overview

Paid social campaigns now go hand-in-hand with retailers' paid search efforts. In this session, we'll show you more advanced ways to get ahead of the pack. Learn from experts how to improve your targeting, create higher impact ad formats and craft creatives to succeed on social networks across Facebook, Instagram, Snapchat, Pinterest, Twitter, LinkedIn et al. See how retailers are using social networks to bring in new customers and nurture higher lifetime values from existing customers.

Speakers

Moderator

Greg Finn
Chief Marketing Officer, Cypress North, @gregfinn

Understanding Offline Targeting And Attribution

+ Learn More
labels Close

Overview

Attribution remains a mystery and a significant challenge for many search marketers. Finding a balance in attribution models that is fair to each channel can impact budgets, expectations and campaigns success. Google, Facebook and an array of others now have the ability to connect digital media and advertising to offline store visits, delivering new insights into your conversion data.

In this advanced-level session, you'll better understand these capabilities, how they work and how "closed loop" attribution will impact your media planning and ROI measurement.

Speakers

Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

Winning More Customers With E-commerce Offer Testing

+ Learn More
labels Close

Overview

Online offers can be effective both for customer acquisition and for rewarding customer loyalty. But you need to be careful with offers so you don't risk reducing margins, damaging your brand or acquiring unprofitable, transactional customers. Are you fully testing all your options -- such as prices, discounts, shipping, limited-time sales, coupons, social sharing, reviews and more? Do you understand (and know how to execute) offers that encourage user to shop and buy from you time and time again?

In this SEM and retail session, you'll learn how to build compelling offers and rigorously test them to ensure you are maximizing your campaigns and revenue opportunities.

Speakers

Moderator

Brad Geddes
Founder, AdAlysis, @bgTheory

 

Obsessed with SEO and SEM?

View the complete agenda here.

Tell me more about SMX West!

Get insider announcements, exclusive offers and breaking news.

Back to Top