SES Denver

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The Curtis - a DoubleTree by Hilton
1405 Curtis Street, Denver, CO 80202 USA
Venue & Accommodation


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Thursday, October 16, 2014

8:00-9:00 Registration and Breakfast
8:55-9:00 Opening and Welcome
  • Speaker:
    Laura Roth, Head of Content, Interactive Marketing Division, Incisive Media
9:00-9:45 Opening Keynote

Hacking Data and Predicting the Future

In today's digital age, marketers must re-think how they're segmenting customers and using the right data not big data. Let's look at trends that will give you an edge in your marketing campaigns, including dynamic pricing and mind-blowing data tools. In the coming years, context will be king and being number one will be more important than ever - learn strategies that will help you get on top and move from being reactive to predictive.

John Gagnon Keynote Speaker:
John Gagnon, Bing Evangelist, Microsoft

  Track 1: SEO Track 2: Paid Search
  • Track Chair:
    Laura Roth, Head of Content, Interactive Marketing Division, Incisive Media
  • Track Chair:
    Lisa Raehsler, Founder, Big Click Co.

SEO for the Skilled Mechanic

Many times SEO's are tasked with finding the needle in the hay stack or trying to find key problems that can singularly improve a sites performance. The right diagnostics steps and tools in the hands of a skilled mechanic can make all the difference in a search program. This session will also look at SEO considerations during redesign/re-platform and will provide you with a useful re-design checklist.

  • What causes common SEO issues and how to remedy them
  • Which tools work the best for diagnosing SEO issues quickly
  • A checklist for SEO considerations during redesign/re-platform

Simon Heseltine, Senior Director of Audience Development, AOL Inc.
Carolyn Shelby, Director of SEO and SEM, Tribune Publishing

Creating, Managing and Optimizing Your Paid Media

This session aims to bring you up to speed on the state of the art of paid media, we will show you how to write the greatest ads, how they test more quickly and effectively, and how to truly optimize your PPC campaigns.

  • How to build an effective paid media campaign across paid search, display, programmatic and more
  • Analyzing spend vs ROI to ensure your money is being spent on the right channels
  • Learn how to create and optimize PPC ads that work: Next-Gen Ad Creative & Testing Techniques
  • Creating landing pages that work
  • Utilize data to understand the intent of your user and tailor creative and flows to encourage the conversion, satisfy the user, and grow your keyword list efficiently
  • Smart Bid Optimization: How to Segment your account for revenue vs efficiencies, utilizing Google bid tools, and utilizing search remarketing lists
  • Find your unique positioning: Identify where you succeed (Google vs Bing vs the GDN vs 3rd party search), finding like areas to grow, and pushing growth profitably.

Elizabeth Laird, Senior Online Marketing Manager, Paid Search,
Diane Pease, Inbound Marketing Manager, Cisco


Morning Break and Visit to the Sponsor Area

Icebreaker Speed Networking session. This is a fun way to network and meet lots of new colleagues at the start of the day!


De-Mystifying Mobile SEO

As mobile internet usage continues to climb having a solid mobile experience for your website is vitally important. This session will dive into choosing the right approach, responsive or mobile site, and then explore the more technical and strategic aspects of responsive design which is Google's recommended approach. There are a lot of things to consider from using frameworks, architecture, indexing, and UX. We will explore all of these and also outline recommendations for site-speed improvements which is critical to successfully implementing responsive design.

This session will explore:

  • Mobile site versus responsive design: Uncovering some of the major benefits/disadvantages of each approach to mobile SEO
  • Review tools and techniques for auditing your own mobile site SEO
  • Outline important performance enhancements to obtain Google's recommended page load times for SEO of under 2 seconds
  • On-Page SEO Considerations: How do they differ between desktop and mobile?

Cindy Krum, Founder & CEO, MobileMoxie

PPC Tools to Increase Performance and Productivity

Do you find yourself spending a majority of your day managing your PPC campaigns with no time for strategic and proactive planning? This session will provide you with insights into tools that can help you be more efficient and ensure your campaigns perform at a higher level. Learn about keyword and competitive research tools as well as tools for Adwords and Bing to optimize your paid search accounts to the fullest. At the end of the session, you will be provided with a daily, weekly and monthly checklist to follow to help you stay on top of your PPC game.

Key takeaways from this session:

  • Effectively using PPC management tools such as Editor, scripts and filters
  • Utilizing automated bid management
  • How to use competitive research to your advantage
  • Incorporating Google Analytics into effective strategies

Joseph Kerschbaum, Midwest Account Director, 3Q Digital


Local Digital Marketing Techniques for Multi-Location Businesses

Local search marketing has evolved to the point that in order for brands to achieve maximum exposure in online search results, they must employ a sound local search strategy among their owned assets and complement that strategy with effective paid search marketing at the local level. Search engines are now integrating a variety of ranking factors; 43% involve local listings signals (i.e. Google Maps, Local Carousel), 33% involve local SEO signals, and 17% involve social signals like business reviews.

This session will provide attendees ideas and tactics around how to drive traffic to local business websites and customers to local store locations with a comprehensive local search strategy.

Takeaways will include:

  • Optimization strategies for local listings and distribution channels
  • Local page strategies for improved SEO performance
  • Paid search targeting to drive foot traffic

Andrew Beckman, CEO, Location3 Media

Paid Social: Getting the Biggest Bang for Your Buck

Realizing tangible return on investment from Facebook, Twitter, and LinkedIn can be daunting for many in the ever-changing landscape of social media.

This no-holds-barred shredding session will demystify crucial strategic and tactical social media marketing sales conundrums.

Attendees will walk away armed with:

  • Strategies to dominate content distribution for SEO, customer acquisition, sales and focused-list building
  • Complete understanding of social ad units and their distinct super-powers
  • Ultimate psychographic targeting tactics for B2C and B2B social sales
  • An understanding of the powerful relationship between social psychographic targeting and retargeting AND filtered retargeting
  • Critical differences between search ad copy writing and social
  • Work flow tactics and templates to overcome bottlenecks

Merry Morud, Social Advertising Director, aimClear®

The 4 Cornerstones of LinkedIn PPC Success

Robert will show you what he's learned managing over $500K/month in LinkedIn Ads for B2B clients. You'll learn how to launch a new campaign successfully as well as how to expand your current efforts profitably, even when you think you've exhausted every targeting method.

You'll learn:

  • The 4 cornerstones of LinkedIn success
  • Pitfalls to avoid
  • 3 tests you can implement immediately

Robert Brady, Founder, Righteous Marketing

1:00-2:00 Networking Lunch
Lunch, network and share information with your peers and industry specialists


Available for sponsorship


How to Avoid and Recover from Google Panda, Penguin and the Penalties

This session will cover Panda and Penguin in detail, including how each algorithm has evolved over time. Specific examples will be presented, including case studies of companies that have dealt with algorithm updates like Panda and Penguin.

We've also heard the phrase "content is king" ad nauseam. What does it actually mean? In this session, you'll learn how to create buyer personas, map them to your marketing funnel and create compelling personalized content to give your buyers what they want when they want it. Finally, you'll learn how to redo your reporting to better prove the ROI of content.

  • Understand the signature of each major algorithm update (i.e. the factors that Panda, Penguin, and other updates target).
  • Learn how to avoid getting hit by major algorithm updates.
  • And if you have been impacted, understand what needs to be completed in order to recover from Panda, Penguin, or manual actions.
  • Taking your content and turning it into links for your site.

Glenn Gabe, President, G-Squared Interactive

Follow. Reach. Convert: Innovative Retargeting/Remarketing

As CPCs continue to rise as more competitors flood the market place and increase bid costs, it's all the more important to find ways to refine and qualify. This presentation will show you how to best use this newer feature in AdWords.

Amanda's presentation will show you:

  • What search audience strategies work best for their site
  • How to best set-up these campaigns to prevent cross-contamination and optimization tips
  • How to save money on clicks and conversions with this method
  • Hacks like how to set up a dynamic remarketing for search campaign despite there being no audience tab in DSA campaigns

Lance's presentation will show you:

  • How you can create your own Remarketing lists to target specific potential customers through the GDN
  • Mix and match your targeting options on the GDN and refine those even more with remarketing audiences. Catch your consumers in the cycle you want (buying, researching, browsing etc.).
  • Case study on the difference between remarketing targeting options and traditional targeting options when using engagements ads and traditional ads. How does each customer react?

Amanda West-Bookwalter, Senior Account Manager, Hanapin Marketing
Lance Wilson, Paid Search Program Manager, Cabela’s

3:35-4:05 Afternoon Break and Visit to the Sponsor Area

Analytics, SEO and Traffic Projections

ROI matters and measuring SEO has be to more than calculating traffic increases. In this session Natalie will get into the trenches of how to measure the full picture of SEO success. She'll also dig into what all SEOs hate & decision makers need - Forecasting.

This session will cover:

  • Leveraging the right SEO metrics to demonstrate success & also tweak your inbound marketing campaign to increase results.
  • Measuring ROI on earned media - especially in a (not provided) world.
  • How to forecast results & revenue in order to inform budgeting decisions.
  • The Top third party tools & latest techniques we use to help paint a full picture of SEO results for our clients.

Natalie Henley, Vice President, Volume 9 Inc.

Multi-touch Interaction and Attribution Modelling for Paid Search

Discover best practices for maximizing the value of paid search by managing your bidding rules, budgets, and measurement for the constantly connected world. Analyse the relationships between your paid search cross device, by looking at multi-channel and search funnels.

  • Find out how to use the Search Funnel reports to analyse the conversion paths and sequence of interactions that led to the last click conversion. Learn how to discover outliers and read the insight they give you.
  • Understand which channels and keywords your users interact with through the buying funnel. What set of keywords initiate a sale cycle and what set of keywords help close a sale and what happens in-between?
  • Hear about attribution modelling for paid search, linear versus time decay versus position based. How to analyse your set of keywords, looking at the entire sale cycle to determine the value of each interaction.
  • Gain insight into Assisted Conversions, Time lag, Path length, top conversion paths and full path to conversion.

Champagne Roundtables - Meet the Experts

The roundtables provide an opportunity to learn, network, and share information with peers and leading industry specialists. Choose the roundtable most pertinent to you and join the conversation! You may move freely between roundtables to make sure you get the most out of this session. Continue the discussion afterwards at the Networking Cocktail Reception.

  • Roundtable 1: Paid Social
  • Roundtable 2: Making the most of Paid Search
    John Gagnon, Bing Evangelist, Microsoft
    Diane Pease, Inbound Marketing Manager, Cisco
  • Roundtable 3: SEO Tools & Technology
    Simon Heseltine, Senior Director of Audience Development, AOL Inc.
  • Roundtable 4: Web Analytics Tools & Metrics
    Natalie Henley, Vice President, Volume 9 Inc.
  • Roundtable 5: Analytics and Segmentation
    Amanda West-Bookwalter, Senior Account Manager, Hanapin Marketing
  • Roundtable 6: Local Search
    Andrew Beckman, CEO, Location3 Media
  • Roundtable 7: Penguin & Panda
    Glenn Gabe, President, G-Squared Interactive
5:30-6:30 Networking Cocktail Reception

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Please Note: Incisive Interactive Marketing LLC reserves the right to make any necessary changes to this agenda. Every effort will be made to keep presentations and speakers as represented. However, unforeseen circumstances may result in the substitution of a presentation topic or speaker. Incisive Interactive Marketing LLC reserves the right to use photographs of any attendee for future promotions. Incisive Interactive Marketing LLC assumes no liability for the acts of their suppliers nor for the safety of any participant while in transit to or from this event. The total liability during the precise hours of the meeting will be limited to a refund of the delegate fee. Audio, Video Taping and/or Photography is prohibited without the prior permission of the organizers. Incisive Interactive Marketing LLC is not responsible for loss or damage to personal property.

Who should attend?
Marketing Team:
Marketing Manager/Director
Creative Director
E-Commerce Manager
Brand Manager
Director, Business Analytics
Media Buyer
Media Planner
SEO Specialist/Consultant
PPC Analyst
Junior Account Manager
Chief Marketing Officer (CMO)
Chief Executive Officer/President
Chief Technology Officer (CTO)
Managing Director (MD)
Senior Vice President (SVP)
Vice President (VP)
Executive Director, IT
Web Developer
Web Designer
IT Project Manager
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