| 7:00-6:30pm |
Registration |
| 7:30-9:00am |
Morning Coffee |
| 9:00-10:00am |
Conference Welcome and Opening Keynote
Business Optimization in a Digital Age
 We were promised that Marketing one day would become rocket science. Well, we are almost there! Search continues to become more complicated, and more exciting. Then there's Social and Email and Display and Video and... so many more things. It is hard to understand how to do one thing right, much less try to do all of them right. In his exciting keynote Avinash will share his unique perspective on balancing multiple media channels, leveraging super awesome metrics, grounding your digital existence in driving economic value, and leveraging the Clear Line of Sight model to ensure you are optimizing across all four of the most important business drivers (come to the keynote to learn which four!).
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| 10:00-11:00am |
Grand Opening of the Expo Hall |
| 10:00-6:30pm |
Expo Hall |
| 10:30-11:30am |
Attendees may choose to attend one of the five sessions offered during this time.
Track 1
Information Architecture for the Modern Website
We all know how to develop sites to be search friendly, but how do we architect sites for the rapidly evolving cross-media challenges of social-media, real-time, and user-generated content. Learn how to design and deploy a next-generation site architecture that maximizes your chances of findability no matter where and how searchers look for you.
- Speaker:
Nick Musica, Co-author, When Search Meets Web Usabililty
Track 2
Spy vs Spy: Competitive Analysis
An essential component of any search marketing plan is understanding the strengths and weaknesses of your competitors. This knowledge helps you comprehend what links to gain, ad prices to pay, content to offer, and customers to seek. This session will take a close look at the search engine tricks you can use to analyze your competitors' game and also the free and premium tools that are available to deep dive into their strategy. Gain tips and secrets to monitoring your competitors; discover the keywords they are targeting, the amounts they are spending on ads, and the opportunities they are missing. This session will focus on both paid search and SEO competitive analysis.
- Speakers:
Jim Yu, Founder & CEO, BrightEdge
Track 3 
Social Media Optimization that Won't Break the Bank
Don't be frustrated by the overwhelming world of social media marketing. You don't have to be a Fortune 500 company to be social media relevant, and getting your company or organization started with social media doesn't have to be a pricey proposition. There is a wealth of great free to low-cost tools and strategies that can have you up and running in no time. By leveraging these great resources, you can use social media to drive new business, create awareness, and become engaged with your target audience. In this session, you'll learn how to:
- Take advantage of great free and low-cost tools that cover managing conversations, measuring reach and engagement, and developing/publishing great content.
- Leverage lesser-known social media channels to increase exposure and reach.
- Create great social media friendly content to build trust and authority inexpensively.
Track 4 
Big Data: What Marketers Need to Know
The old direct marketing mantra of "the money is in the list" should be modified to say "the money is in the data." Companies like Google, Facebook, and Amazon have been leveraging massive amounts of data to dominate their respective industries. For example, Amazon uses big data to determine what products tohighlight, how to deliver products at a better price than most of its competitors, how to ship more effectively, and how to merchandize more persuasively.
Big data has the potential to impact every aspect of your business. In this session, you will find out:
- How you can leverage big data
- What tools are available
- How to act on big data insights in real time
The session will cover everything marketers need to know about big data but might have been afraid to ask.
- Speaker:
Bryan Eisenberg, SES Advisory Board; NYTimes Bestselling Author, bryaneisenberg.com
Kick Start
The Foundations of Search Engine Marketing
This introductory session will provide a clear and concise overview of the key concepts involved in search engine marketing. This is a must-attend basic session for anyone new to SES events. Questions to be answered include:
- What are the major search engines?
- How can you best optimize them to gain natural or organic traffic without cost?
- How can you achieve top ranking or placement by utilizing search engine advertising opportunities?
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Google Track
Keynote: Search and Beyond with Google AdWords and DoubleClick
As the digital landscape evolves, performance marketers are presented with new opportunities and challenges. Today's agencies and marketers are looking for ways to:
- Continue running high-impact campaigns in the face of increasing complexity
- Choose from among dozens of available tools to drive the performance they care about
- Take advantage of new opportunities and scale what's working
In recent months, Google has rolled out many powerful features on both the AdWords and DoubleClick platforms, designed to help marketers deploy high-impact search campaigns, and also scale this performance beyond the immediate boundaries of search marketing.
In this session, we'll review new releases and updates in the pipeline within AdWords, the Google Display Network, and DoubleClick Search, and how we're doubling down on creating solutions to help marketers solve the most complex and demanding campaign management challenges.
Specifically, you'll learn about recent enhancements to Google AdWords, Google Display Network and DoubleClick Search, as well as real-world examples of how these new solutions are already helping business solve some of their biggest challenges.
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| 11:30-11:45am |
Session Interval |
| 11:45-12:45pm |
Attendees may choose to attend one of the five sessions offered during this time.
Track 1
Keyword Modeling Analysis
Google Instant's and Bing's intent-based results are creating a need for a new generation of keyword research, expansion, and modeling techniques. This session will offer ways to integrate data from search, social, and traditional media to identify new opportunities and revenue streams.
- Speaker:
Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting
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Sponsored Session
No BS Link Building for E-Commerce Sites
Google's recent Penguin update has rendered many of the old school link-building strategies useless. Now more than ever, white hat, quality link-building strategies are what you need to build and maintain sustainable search engine rankings for your e-commerce site. This session focuses on actionable, concrete link-building strategies that have been developed by a couple of link builders while working in the trenches. Attendees will gain a clear and simple understanding of what currently works and does not work for building e-commerce links in the present search environment.
Track 3
Mobile Marketing Tactics
Mobile is far more powerful when run as an integrated campaign. Whether it is search, email or social, mobile can extend the reach of almost any integrated digital advertising campaign. Mobile is also playing a huge role when it comes to driving consumer engagement across channels. This session will cover:
- How mobile can complement any digital ad spending, especially mobile ad units that keep user experience in mind.
- How mobile can help digital marketers extend their reach, drive customer acquisition, increase social engagement and serve as a complement to search.
Track 4
Beyond Keywords! Extreme PPC Targeting
Yes, Facebook Ads are cool. Now take your targeting to the next level. Mash Facebook, YouTube, LinkedIn, and Display Network to form a powerful grid of attributes to define customers. By targeting the whole customer, you can gain amazing PPC strategic and tactical opportunities. This session will explore radical social PPC targeting combinations that constitute one of the most comprehensive "persona" modeling concepts. We'll identify valuable multichannel market segments, demonstrating susceptibility to KPIs. If your audience exists, we'll teach you to identify and target it, and beat the competition.
Kick Start
Introduction to Analytics
You've researched your keywords, optimized your site, and created your campaigns. But did these steps work? Analytics is more than just page views and visitors. You must measure and analyze your site visitors and how they consume your content. This introductory session will cover:
- How to decipher common web metrics and apply them to your business objectives.
- How to properly track campaign performance, regardless of medium.
- How to set goals and measure conversions in terms of dollars and sense.
- Speaker:
Matthew Bailey, SES Advisory Board; President, Site Logic Marketing
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Google Track
Winning the Moments that Matter with Local, Social and Mobile AdWords Search Strategies
Look around you, and it's easy to see that users' online behavior and search intentions have fundamentally changed. With smartphones now comprising 2/3 of new phone purchases and tablets exploding, more people are using mobile devices to search -- oftentimes for local information - and act based on what they find. Users are also relying on social resources to make decisions about everything from where to eat to what to buy.
It's therefore more important than ever for search marketing plans to include mobile strategies, with relevant information to reach users based on their location and intent, and a way to surface personal recommendations precisely when consumers need them.
In this session, we'll cover how you can reach users in the moments that matter with effective social, mobile and local solutions from Google AdWords. Specifically, we'll cover:
- Recent enhancements to local targeting that enable to you reach specific service areas and more profitable customers, and more effectively optimize national campaigns.
- How you can use Google+ to surface recommendations, your Google+ page, and the most recent content about your brand, all when it's most relevant, enhancing what you already do in search and search ads and helping you forge deeper relationships with your customers.
- The latest mobile ads launches designed to make it easier for customers to find the most relevant information when on mobile devices.
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| 12:45-2:00pm |
Networking Lunch in the Expo Hall |
| 2:00-3:00pm |
Attendees may choose to attend one of the five sessions offered during this time.
Track 1
SEO & Website Migrations: How to Have a Smooth Transition
What are the most common mistakes made during website redesigns/migrations, and how can you avoid them? In this session, you will learn how to merge domains, change URLs and CMS requirements, and review requirements documentation and wireframes. We will walk you through sample SEO requirements and tell you how to properly communicate them. We will also show you how todevelop code checklists and QA testing test scripts.
- Moderator:
Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting
Track 2
Insider Tips to Ad Optimization
Can changing just a couple of words in an ad really account for a 115+% lift in clickthroughs, conversions, and more? Why isn't your image on Facebook making people click on your ad? What do you need to do to consistently improve your online advertising performance? In this session, you will learn the answers to these questions and more. You will hear insider tips for improving your ads and secrets to enhancing your advertising on Google, Facebook, and other platforms.
Track 3
Social Media, Meet ROI: The Secrets to Social Commerce
Social media and SEO have become forever linked. This session will take an in-depth look at social media channel awareness, content creation, and KPIs. Key takeaways will be:
- Ways to use social listening to help build your content calendar. Find out where conversations are happening—around your brand, competitors, or industry—and in what channels.
- Questions your audience is asking and answers they are demanding. Learn how to build an engagement strategy around your social actions.
- Ways to plan your social media marketing strategy and measure success.
- Tools to align your social strategy with existing and departmental goals.
- Examples of social media channels that can help drive your ROI.
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Sponsored Session
Performance Targeting through Real Time Bidding and Display: The Complement to Search
While search captures 4% of users' total time spent, according to Nielsen, the other 96% is spent actively consuming content across the web. This presents a huge opportunity for savvy performance marketers to leverage advanced targeting options through display. Search campaigns excel at delivering conversions and have a set of attributes that deliver exceptional advertising returns. Why not for display too? The emergence of real time bidding (RTB) is a catalyst for massive growth and performance in display as it brings impression level, data driven targeting and clear success metrics for advertising experiences. Phenomenal opportunities await search marketers and agencies to grow their footprint and returns leveraging advanced technologies that complement their existing search programs.
Scott Linzer, Head of Search Agency Development, will illuminate the opportunity available to savvy, results-centric search marketers in a bright new world of display.
- Speaker:
Scott Linzer, Head of Search Agency Development, Quantcast
Kick Start
Getting Started with SEO
Search has one of the lowest customer acquisition rates, simply because it is a "pull" medium, allowing people to find you when they need you. Search engine optimization will help you position your website properly to be found at the most critical points in the buying process. In clear, nontechnical language, this SEO overview will help you understand:
- What the search engines are looking for.
- How the principle of building your site for your customers will also please the search engines.
- The latest optimization trends.
- Best practices that will make an immediate impact on your Internet presence and website profitability.
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Google Track
DoubleClick Search: The Power of Platform for the Next Step in Search Marketing Management
With the growing complexity of search marketing, many agencies and marketers are turning to powerful campaign management platforms for increased levels of workflow efficiencies, campaign management capabilities and holistic reporting across all their digital marketing.
Google has been investing heavily in all these areas since last year's relaunch of DoubleClick Search. In this session, you'll learn how DoubleClick Search applies Google-backed tools and technology to help marketers and agencies running some of the world's largest search campaigns achieve the following:
- Do more in less time with workflow tools that streamline complex and scaled account management tasks
- See better performance through smart bid optimization technology built from the ground up
- Manage search as part of broader digital marketing efforts, thanks to native DoubleClick platform integration
- Speaker:
Anthony Chavez, Senior Product Manager, DoubleClick Search, Google
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| 3:00-3:30pm |
Afternoon Break in the Expo Hall |
3:30-4:30pm
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Attendees may choose to attend one of the five sessions offered during this time.
Sponsored Session
Pandas, Penguins, Authors & Links
This must-see session will focus in depth on the signals that Google looks at when determining if a site will be affected by a Panda or Penguin update, and will explore solutions for affected sites. Even if yoursite hasn't been affected, you will discover ways to avoid being affected in the future. You will also learn about Authors and how Google may be using this to evaluate content and links. This session will also offer cutting-edge link-building tips.
- Speakers:
Jim Boykin, CEO and Link Building Ninja, Internet Marketing Ninjas
Track 2
Optimizing Landing Pages for Conversion and Revenue
Are your search landing pages working hard or hardly working? Landing pages can be the hardest-working part of your search campaigns, or they can kill your lead generation and sales conversion rates. Testing insignificant details such as button color and headline size won't lead to real lift in your conversion rates. This session will show you what to test, how to analyze your landing pages, and how to get significant revenue lift quickly. It will provide real case studies from companies including eBay, SAP, AllPopArt.com, and Electronic Arts.
- Moderator:
Bryan Eisenberg, SES Advisory Board; NYTimes Bestselling Author, bryaneisenberg.com
- Speakers:
Scott Brinker, President & Chief Technology Officer, ion interactive
Chris Goward, Co-Founder and CEO, WiderFunnel Marketing Optimization
Track 3
Local Myth Busters—Local Optimization Facts Proven or Debunked
In this session, we'll tackle the nitty-gritty of optimizing Listings and Place Pages in Google, Yahoo!, and Bing. There will be no generalities or theories, just the details. We'll answer the question that everyone's been asking: How do I get better position? We'll also discuss citations, images, ratings, and reviews.
Track 4
Web Analytics Deep Dive
Go beyond page views and other basic metrics. This session will show you how to determine more common-sense information from the visitor data that you have collected. When done right, web analytics information can help you to meet business objectives and to determine future strategy decisions. In the end,your skills will improve your organization's bottom line and prove your worth to the executives and management teams.
This session will cover:
- Ideas for how to segment your visitors into meaningful groupings.
- How to use the groupings to tell a story from the visitor data.
- How to interpret results in terms of your organization's needs and objectives.
- Moderator:
Angie Schottmuller, Director of Interactive Strategic Planning & Optimization, Three Deep Marketing
Kick Start
A Beginner's Guide to Paid Search
Paid search advertising provides visibility in search engines at a cost per click. Every major search engine offers a paid placement program. This introductory session will teach you how to kick-start a successful paid search advertising program and will focus on the critical components of paid search, including keywords, ad copy, targeting, and optimizations.
- Speaker:
Lisa Raehsler, Founder, SEM Strategy Consultant, Big Click Co.
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Google Track
Richer Tools for Targeting: Search + Display
You're an ace at search marketing. You know how to reach customers when they are actively searching, and you're seeing success. Using the power of display advertising, you can extend the impact of your search campaigns with remarketing.
In this session, you'll learn how to use remarketing to refine your messaging and boost relevance for customers and prospects – across the web – and see even higher returns. You'll also see how you can meld the power of search with the precision of contextual targeting to further amplify campaign performance. Adding these new tools in your existing campaigns will help you maximize results. In particular, you'll discover how to:
- Use display to fine-tune your message by audience segment
- Boost ROI with remarketing
- Get the most out of keywords with keyword contextual targeting
- Move beyond the last click by touching the right customer in the right moment across the web
- Speaker:
David Monsees, Product Manager, Google Display Network, Google
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| 4:30-5:30pm |
Meet the Experts: Roundtable Forum
Join us at our ALL NEW "Meet the Experts Roundtable Forum" where you'll have a unique opportunity to learn, network and share information with your peers and leading industry specialists. With a choice of several roundtable discussions, each focusing on different key topics and featuring 2 experts, this session is not to be missed. Simply choose the roundtable most pertinent to you and join the discussion! You can also move freely between different roundtables to make sure you get the most out of this session. After the forum, take your conversation and new contacts with you straight into the expo hall for our networking cocktail reception where you can continue the discussion over a few drinks.
SEO
- Link Building Table 1
- Link Building Table 2
- SEO Content Marketing
- Penguin and Panda
- Enterprise SEO
- Video Optimization
- Keyword Analysis
- Site Migration
- Competitive Analysis
- Information Architecture
- SEO Metrics
PPC
- PPC for Ecommerce
- Optimizing Landing Pages
- Generating Leads from PPC and SEO
- Retargeting/Remarketing
- Display Advertising
- Ad Optimization
- International SEM
SoLoMo
- Mobile, Search and Social
- Local and Social
- Customer Engagement
- Social Media Optimization
- Social Search
- Content Driven Engagement
- B2B Social Media Strategies
- Google+ and Google Places
Analytics
- Big Data and Marketing
- Social Media Metrics
- Multi-Touch Attribution
- Conversion, Testing and Analytics
- Google Analytics Attribution
- Multi-Channel Conversion Tracking
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| 5:30-6:30pm |
Networking Cocktail Reception in the Expo Hall
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| 9:00pm-late |
WebmasterRadio.FM's SearchBash
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