Paid Search

Paid search focused videos, slide presentations, and podcasts recorded at various Search Marketing Expo conferences. To see the full presentation, click on either the screenshot, or the session’s title.

SMX Advanced – June 11-12, 2013 – Seattle, WA

Slides & Speaker Audio:

Big Data + Big Math = Exponential Search Performance

Seems every industry is using big data to extract previously hidden insights into customer wants, needs, behavior and intent. Smart marketers are crunching data and developing sophisticated predictive analytics models that unearth new worlds of opportunity.

In this session, our panelists show you how to apply big data and achieve results that leapfrog traditional SEO and PPC tactics.


Managing Search In A Multiscreen World

Consumers use multiple devices every day. Maybe they start on a smartphone, move to a PC during at work hours, check the smartphone periodically and finish the evening at home on a tablet. Search is a central part of all these experiences. Research that begins on one device may conclude with a transaction on another…or in a physical location. How do marketers address this new, vastly more complex consumer behavior?

This session offers answers, exploring organic and paid search optimization across screens as well as best practices for tracking and calculating ROI. In addition to tactical advice, speakers will present case studies showcasing the challenges and opportunities of this new multiscreen world.


SMX West – March 11-13, 2013 – San Jose, CA

Slides & Speaker Audio:

Meet Facebook Graph Search

In January, Facebook unveiled a major move into search space: Facebook Graph Search. Powered by what people’s friends are liking and sharing, Facebook Graph Search can make recommendations ranging from places to eat to products to buy. In this session, we’ll look at how Facebook Graph Search works and how search marketers can tap into this developing new service.


Big Data & Search Marketing

Big data is huge. The ability to learn from and leverage millions to billions of data points can help you take your search marking campaign to the next level, even with a relatively modest budget. Want the insights needed to predict the difference between a converting click and a wasted click? Emerging third-party big data sources and search tools are there to help, and in this session, our panelists will explore practical applications of leveraging big data to maximize search and social media campaigns.


Ready, Aim, Fire… Then Retarget!

If that visitor from your search ad doesn’t convert, retargeting (also called remarketing) allows you to keep your message in front of them as they visit other sites across the web. This session looks at how the pros are making use of retargeting to extend their reach and boost conversions. Learn the right and wrong ways for advertisers to stay on target.


Using Personas To Bridge the Gap Between Search and User Experience

Personas are a way to model the basic types of visitors you expect on your site and tailor an experience to meet their needs. To be successful, you must truly understand the needs of your customers, and "get into their heads" to model optimal online paths to satisfy them. This session looks at how personas can be a powerful tool for attracting and converting customers through organic or paid search campaigns.


Up Close With Product Listing Ads

Think understanding quality score for ads is challenging? With Google’s introduction of Product Listing Ads (PLAs) the success of your ad is now even more complicated. Beyond optimizing your CPC bids based on keyword, match type, device, time of day, day of week and other "old school" criteria, you must now consider variables such as sales price on CTR and eventual conversion rate, images in feeds and an array of other new factors. Our panelists will show you how to sort through the options and achieve success without having your brain explode.


Google Enhanced Campaigns – What You Really Need to Know

Google recently announced AdWords enhanced campaigns, a major update designed to simplify campaign management across multiple devices, and to increase adoption rates of mobile advertising among small and medium sized businesses. Should you transition now or wait? What are the steps you should take? Top PPC experts will share their best strategies and tactics for preparing and successfully transitioning your account for Enhanced Campaigns.


SMX East – October 2-4, 2012 – New York, NY

Slides & Speaker Audio:

Google Shopping Goes Pay-For-Play: Lessons & Learning So Far

Google is slowly unveiling what it has in store for users with its new paid version of Google Shopping, formerly known as Google Product Search. The implications for both shoppers and retailers are huge as we start to see more of the new Google Shopping listings incorporated into regular search results. Google is also experimenting with new ad formats, including the new “buying guide”. Be among the leading edge advertisers who understand what’s happening and can maximize on these unprecedented opportunities ahead of your competition.


YouTube Words: Tying Your PPC Campaigns To YouTube

Google literally owns YouTube (incidentally, by some measures the second largest search engine after Google), but for years the two companies and their advertising options have been run separately. That’s changed – it’s now possible to tightly integrate your YouTube and paid search campaigns and get the analytics feedback you need to see how effectively your paid search efforts are converting. Attend this session and come “watch” how.


Maximizing Enterprise SEM

Paid search offers many benefits for large organizations: increased sales, enhanced brand awareness – even channels to counter competitors. But managing enterprise paid search campaigns can be a nightmare, especially when different departments think they should “own” the process. This session explores the challenges of running an enterprise-level paid search campaign, and how to get all stakeholders in alignment to assure the maximum return possible.


The Mad Scientists Of Paid Search

It’s alive! Mwah ha ha ha! Our mad scientists emerge from their PPC labs, where they’ve been assembling keywords, bidding strategies and other assorted parts into monster PPC campaigns. Attend this session to see how they’ve successfully enhanced paid search performance with rigorous testing and trial and error. Their creations are abnormally effective!


The Optimal Conversion Recipe: Search, Display & Retargeting

Many search marketers have to manage both text and display ads, and how to do this best is an important concern. An key success factor with this juggling act is retargeting: understanding user intent via search, and then subsequently advertising to each individual with a combination of search, display or other online ads beyond search. This session looks at how the pros are making the most effective use of a rich combination of all types of marketing assets to extend their reach and boost conversions.


Pumping Up Your Flabby PPC Pecs

OK, so the campaigns you’ve been running have been successful. But take a look in the mirror – wouldn’t it be nice to whip them up into better shape? Take advantage of new ad formats and targeting options that make them more appealing and irresistibly clickable? Or enlarge that ROI a bit? This session explores how to take your existing campaigns to peak performance.


PPC Analytics: Crunching Your Own Data

In this session, we will explore new ways to analyze data from all available sources to improve your PPC campaign performance. We’ll tackle the challenges of both large and small data sets, managing through the fog of long-tail data, and making decisions from seemingly inconclusive data. Plus we’ll provide you with new types of KPIs, PPC analytics, attribution models, and trend line analyses that will help you identify new opportunities for optimization.


PPC Analytics: Competitor Analysis

It’s not enough to be brilliant with your own paid search efforts. You also need to have an intimate understanding of your competitors – their keywords, landing page and quality score strategies, campaign management efforts – everything that they’re doing to enhance their visibility and jostle you out of your hard-won positions. It’s relatively easy to apply the time-tested techniques of competitive intelligence to give yourself an edge, and this session shows you how.


SMX Advanced – June 4-5, 2012 – Seattle, WA

Slides & Speaker Audio:

Perfecting Your PPC Landing Pages

What does the perfect lead gen landing page look like? How about e-commerce? While perfection may be out of the question, we all know that even small performance gains can lead to big improvement in profits. In this session, we’ll dig deep into advanced strategies and tactics for the technical and creative design and test of PPC landing pages that drive higher quality scores, conversion rates and profits.


iSEM: Doing Mobile Search Ads Right

Searches from smartphones (and tablets) represent an increasing percentage of overall query volume. In some categories that now exceeds 15 percent. Gone are the days when mobile could be considered “experimental.” However best practices have yet to emerge. What are successful bidding strategies for positions one and two? How can marketers determine ROI when the result of a mobile click may be an offline conversion? Can and should mobile and PC campaigns work together?

Panelists will offer case studies and concrete examples to enable search marketers to better design and optimize their mobile paid-search campaigns.


iConvert: Landing Pages & Conversion In A Smartphone & Tablet World

Well-designed mobile landing pages and sites can mean the difference between consumer engagement or abandonment, with corresponding consequences to your brand. But can mobile sites and landing pages actually drive conversions? Should marketers plan that mobile users will convert on their smartphones; or should they expect conversions to come from other channels: telephone, PC or offline? And how can those smartphone-influenced sales or conversions be tracked?

What about “T-commerce?” Should tablets be treated like PCs or smartphones or neither?

These and related critical mobile questions will be addressed by the panel.


SMX West – February 28-March 1, 2012 – San Jose, CA

Slides & Speaker Audio:

Beyond The Google AdWords Tool: Advanced Keyword Research Tactics

Doing keyword research? Chances are, you went straight to the Google AdWords Keyword Tool to find answers. It’s a wonderful tool, but there are a range of other options out there you can – and should – consider. This session looks at some and how to use them to perform better research.


SMX East – September 13-15, 2011 – New York, NY

Slides & Speaker Audio:

In-house PPC Pitfalls: Vendors, Data, Communication

In this session in-house PPC veterans talk about how to avoid the pitfalls they see happening in-house. Hear the war stories, capture the lessons and implement the right things to maximize your efficiencies.


Facebook Ads, Meet Search Ads

You know search ads cold. But do you know Facebook ads, and how they can get you into the pre-search cycle? There are many synergies between them. In this session, how to tap into Facebook ads to help your search marketing efforts.


Remarketing & Retargeting: The New Behavioral Ads

Some call it retargeting; others call it remarketing, but if you aren’t doing it you’re squandering both money and opportunity to build stronger relationships with your customers. Retargeting involves understanding user intent via search, and then subsequently advertising to each individual with a combination of search, display or other online ads beyond search, reinforcing your messaging and increasing the likelihood of conversion. Sounds complicated, but recent developments have made it relatively easy to launch and run remarketing campaigns. Our panelists show you how.


Ask The Paid Search Reps

Google has famously written that to be a paid search advertiser, "all that’s needed is five minutes and a credit card." While technically true, anyone who’s embarked on even a basic paid search campaign knows that you need to spend a lot of time, and in many cases a lot of money to be truly successful. And with Google, Microsoft and other ad networks continually rolling out new features and ad quality requirements, it’s difficult to keep up. In this session, you’ll have the opportunity to put questions directly to representatives from the major search ad networks about their paid search programs.


Mobile Search Ads

Haven’t done mobile search ads yet? You’re missing out on a growing market! eMarketer predicts that mobile ad spend will surpass $6.5 billion in 2012. Google CEO Eric Schmidt has said that "mobile will be a larger business than the PC-Web," likely a primary reason Google recently spent $750 million to acquire mobile advertising network AdMob. This session looks at mobile paid search opportunities and how search marketers can get ahead of this tsunami of opportunity.


Ask The Paid Search Buyers

Imagine sitting down with the internet’s equivalent of legendary advertising "mad men" David Ogilvy, Leo Burnett, Mary Wells… Now imagine asking them to describe the secrets of their success – how they create brilliant ads out of a few scant words and calls to action, how they entice searchers to buy with carefully crafted landing pages and appealing "information scent." Finally, imagine asking them to reveal the tactics and strategies they use when scrapping with sharp-elbowed competitors and strictly-business search engines so they can keep costs low and profits high. Now, stop imagining! And come to this session where you can ask these (and your) questions with some of the most successful paid search marketers working in the industry today.


SMX Advanced – June 7-8, 2011 – Seattle, WA

Slides & Speaker Audio:

Advanced PPC Analytics

Advanced PPC Analytics

PC dashboards provide rich insight into how your campaigns are performing. But it’s possible to dive much deeper into the metrics that show how your campaigns are really doing, teasing actionable insights from data that can boost ROI and squeeze even more performance out of your ads. Speakers in this session show you how.


Amazing PPC Tactics

Amazing PPC Tactics

What’s hot and happening with paid search? What’s not? Speakers in this session have had their fingers on the pulse of search advertising over the past year, and are prepared to discuss their insights into supercharging campaigns that the engines aren’t talking about. This session will wow you with some new ideas for your PPC campaigns!


Facebook Ads, Meet Search Ads

Facebook Ads, Meet Search Ads

You know search ads cold. But do you know Facebook ads, and how they can get you into the pre-search cycle? There are many synergies between them. In this session, how to tap into Facebook ads to help your search marketing efforts.


Human Vs. Machine: What's The Best Way To Manage Paid Search?

Human Vs. Machine: What’s The Best Way To Manage Paid Search?

With the rise of so many new companies offering outsourcing, tools and systems for PPC management, it’s important for advertisers to have a good overview of leading tools and services, understand the economics, business issues, relative pricing models and other aspects of automated vs. hand-crafted search advertising campaigns. Should you be hands-on or hands-off? This session will help you make the optimal decision for your paid search programs.


Paid Search: Advanced Testing & Reporting

Paid Search: Advanced Testing & Reporting

This session centers around the actual process of designing, implementing and measuring the results of paid search tests. Key topics will include what can and cannot be tested, how to design robust tests and identify all the biases and underlying problems of testing PPC campaigns. Our panelists will talk about process and illustrate with case studies how to design a test for most effective bid levels, messaging, landing pages and other higher-level business questions that you must have answers for to successfully implement paid search.


Quality Score: The Unwritten Manual For Google AdWords & Bing adCenter

Quality Score: The Unwritten Manual For Google AdWords & Bing adCenter

Google (and now Microsoft) place enormous emphasis on Quality Score, a formula that determines both the display position and ultimate cost of ads. Much has been written about Quality Score, but this session goes beyond common lore, and does more than simply list similarities and differences between Google and Microsoft’s formulas for calculating quality, providing important insights that all advanced advertisers need to succeed.


What Every Paid Search Marketer Needs To Know About Google +1

What Every Paid Search Marketer Needs To Know About Google +1

Google’s new “+1″ experiment allows searchers to publicly show what they like, agree with, or recommend on the web. And not just for algorithmic search results, but for ads as well. Google is using +1 results to make results more personalized for individuals – but Matt Cutts also said “we’ll look at it as a potential signal to improve search quality as well.” How will +1′s affect things like Quality Score or CPCs? Is this the next step forward in retargeting for ads? Come hear our panelists take a deep dive into the new program.


SMX West – Mar 8-10, 2011 – San Jose, CA

Slides & Speaker Audio:

Ask The Paid Search Buyers

Ask The Paid Search Buyers

Imagine sitting down with the internet’s equivalent of legendary advertising “mad men” David Ogilvy, Leo Burnett, Mary Wells… Now imagine asking them to describe the secrets of their success – how they create brilliant ads out of a few scant words and calls to action, how they entice searchers to buy with carefully crafted landing pages and appealing “information scent.” Finally, imagine asking them to reveal the tactics and strategies they use when scrapping with sharp-elbowed competitors and strictly-business search engines so they can keep costs low and profits high. Now, stop imagining! And come to this session where you can ask these (and your) questions with some of the most successful paid search marketers working in the industry today.


Ask The Paid Search Reps

Ask The Paid Search Reps

Google has famously written that to be a paid search advertiser, “all that’s needed is five minutes and a credit card.” While technically true, anyone who’s embarked on even a basic paid search campaign knows that you need to spend a lot of time, and in many cases a lot of money to be truly successful. And with Google, Microsoft and other ad networks continually rolling out new features and ad quality requirements, it’s difficult to keep up. In this session, you’ll have the opportunity to put questions directly to representatives from the major search ad networks about their paid search programs.


Best Practices With adCenter For Bing & Yahoo

Best Practices With adCenter For Bing & Yahoo

Now that Yahoo and Bing have a combined estimated 30% market share, you know you can’t ignore this appealingly large source of traffic — but you’ve also heard that you can’t just clone your AdWords campaign and expect to get good results. What are the key differences between AdWords and adCenter? What adCenter features are unique and powerful? What kinds of features should you be taking advantage of to maximize your ad campaigns on Bing and Yahoo? How does your campaign on Bing differ from what appears on Yahoo? Come to this session to find out.


Best Practices With Google's New Ad Features

Best Practices With Google’s New Ad Features

Google has breathed new life into the text-based AdWords format, introducing an entire new lineup of ad formats. These include AdWords video ads, AdWords sitelinks, local AdWords, product AdWords, comparison ads and more. They’ve also added modifiers, extensions and other features that aren’t always easy to use or understand. This session explores how to take advantage of these new features, integrating them into your existing AdWords campaigns.


Cousins To Paid Search: Display, Contextual, All In The Family

Cousins To Paid Search: Display, Contextual, All In The Family

While the search engines are best known for the text ads they display on search result pages, they also offer a wide variety of other ad formats (display, video etc.) that are displayed on thousands of partner sites all over the web. These ad formats can be targeted, and can significantly extend the reach of a search marketing campaign, all using the familiar tools.


Do Not Track & Search Marketing

Do Not Track & Search Marketing

These days, we rely heavily on tracking and analytics to craft, optimize and fine-tune our search marketing campaigns. But there’s a growing backlash from privacy advocates to severely limit or even ban common forms of tracking. The US FTC is advocating a “do not track” mechanism that could sharply curtail the data marketers can capture and consequently, some of the marketing methods and insights we can gain into searcher behavior. This session explores the ramifications of “do not track” and how to prepare for its implementation. Is referrer data, which can report keywords used to reach your web sites via search engines, an endangered species?


Hot Topics In Paid Search

Hot Topics In Paid Search

What are the big new ideas for paid search advertising in 2011? What are experts thinking and talking about? What are the most significant new developments in paid search that are impacting your campaigns? This session is all about what’s hot, what’s new and what you really need to know!


In-House PPC Programs For Big Companies

In-House PPC Programs For Big Companies

In this session you’ll hear from enterprise-level PPC in-housers who will talk about the nuances of managing PPC. Speakers will cover items such as managing at a large scale,managing multiple business units, what to do when campaigns that compete against each other for the same keywords and how to effectively compare programs and report progress to the execs.


Mobile Search Ads

Mobile Search Ads

Haven’t done mobile search ads yet? You’re missing out on a growing market! eMarketer predicts that mobile ad spend will surpass $6.5 billion in 2012. Google CEO Eric Schmidt has said that “mobile will be a larger business than the PC-Web,” likely a primary reason Google recently spent $750 million to acquire mobile advertising network AdMob. This session looks at mobile paid search opportunities and how search marketers can get ahead of this tsunami of opportunity.


Paid Search Testing And Reporting

Paid Search Testing And Reporting

Your ongoing success with paid search advertising depends on your ability to design and run effective tests and then evaluate report on test results. In this session, we’ll take a look at the strategies, tactics and processes for testing the essential elements within your campaigns, such as bids, positions, keyword match types, ad copy, offers and landing pages.


SMX East – Oct 4-6, 2010 – New York, NY

Slides & Speaker Audio:

Ask The Paid Search Buyers

Ask The Paid Search Buyers

Imagine sitting down with the internet’s equivalent of legendary advertising “mad men” David Ogilvy, Leo Burnett, Mary Wells… Now imagine asking them to describe the secrets of their success – how they create brilliant ads out of a few scant words and calls to action, how they entice searchers to buy with carefully crafted landing pages and appealing “information scent.” Finally, imagine asking them to reveal the tactics and strategies they use when scrapping with sharp-elbowed competitors and strictly-business search engines so they can keep costs low and profits high. Now, stop imagining! And come to this session where you can ask these (and your) questions with some of the most successful paid search marketers working in the industry today.


Ask The Paid Search Reps

Ask The Paid Search Reps

Google has famously written that to be a paid search advertiser, “all that’s needed is five minutes and a credit card.” While technically true, anyone who’s embarked on even a basic paid search campaign knows that you need to spend a lot of time, and in many cases a lot of money to be truly successful. And with Google, Microsoft and other ad networks continually rolling out new features and ad quality requirements, it’s difficult to keep up. In this session, you’ll have the opportunity to put questions directly to representatives from the major search ad networks about their paid search programs.


Double Serving, Trademarks & Other Tricky Issues

Double Serving, Trademarks & Other Tricky Issues

The rules are clear: advertisers may only occupy one position on any given search result page. But it’s also clear that some advertisers are bending the rules, with two or more of their ads being served at once. So, is this a legitimate tactic? Or do you risk getting banned? What about using competitor trademarks in your keywords or ads? These and other tricky issues are the focus of this session.


Google Instant: A Game Changer?

Google Instant: A Game Changer?

With Google Instant, bidding, quality score calculations and other factors remain the same for AdWords – but advertisers should pay close attention to other subtleties that might impact ad display, analytics and possibly costs. In this session, search advertisers share hard data detailing the effects of Google Instant on PPC campaigns, and what advertisers need to know to maximize performance in this new world of search results.


Industrial Strength PPC

Industrial Strength PPC

Are you managing thousands – or even millions – of paid search keywords? Perhaps for more than one website or customer? To do this effectively, you need to scale up from basic tools and Excel spreadsheets and adopt major league practices and processes. Panelists in this session share best practices learned from managing huge campaigns.


Microsoft + Yahoo: Together At Last

Microsoft + Yahoo: Together At Last

It’s finally happening: Microsoft is now “doing the heavy lifting” of providing both search results and search ads for Yahoo, while Yahoo focuses on “user experience” and selling to premium advertisers. So, can you simply optimize for Bing and buy adCenter ads to get optimal exposure on both? Not exactly. This panel explores the changes that are happening and the nuances search marketers need to take into account to be successful with the new search alliance that’s holding out the promise of a true alternative to Google.


Mobile Search Ads

Mobile Search Ads

Haven’t done mobile search ads yet? You’re missing out on a growing market! eMarketer predicts that mobile ad spend will surpass $6.5 billion in 2012. Google CEO Eric Schmidt has said that “mobile will be a larger business than the PC-Web,” likely a primary reason Google recently spent $750 million to acquire mobile advertising network AdMob. This session looks at mobile paid search opportunities and how search marketers can get ahead of this tsunami of opportunity.


SMX Boot Camp: Paid Search Fundamentals

SMX Boot Camp: Paid Search Fundamentals

Paid search allows you to generate traffic from search engines by purchasing ads, usually on a cost-per-click (CPC) / pay-per-click (PPC) basis. This session covers the basics of how to purchase placement from the major search engines, including best practices for success with your ads.


Retargeting: The New Behavioral Ads

Retargeting: The New Behavioral Ads

Traditional search advertising matches keywords with specific searcher queries. This works fine if a searcher clicks your ad, sees your landing page and buys, subscribes or does whatever else you want them to do. But the real world is messier, with searchers often needing to see your messaging more than once before they’re ready to convert. Retargeting allows you to deliver your ads at multiple touchpoints along a user’s web journey, using a combination of techniques to focus and fine-tune your message, leading to potentially higher conversion rates. Panelists on this session show you how to use these powerful new retargeting capabilities, avoiding technical challenges and stumbling over privacy issues.


Search Ads: The Next Generation

Search Ads: The Next Generation

Google has breathed new life into the text-based AdWords format we’ve come to know and love, introducing an entire new lineup of ad formats. These include AdWords video ad, AdWords sitelinks, local AdWords, product AdWords, comparison ads and more. This session explores how to take advantage of these new formats, integrating them into your existing AdWords campaigns.


Search Meet Display; Display Meet Search

Search Meet Display; Display Meet Search

Search and display ads are two entirely different creatures. Yet web surfers see them both…and they’re getting more connected. Turns our that display ads (brand enhancers) can help search ads (conversion specialists) work together to get people to buy. This session looks at ways each type of advertising is being used to reinforce the other, and why you should consider a hybrid search/display campaign.


SMX Advanced – June 8-9, 2010 – Seattle, WA

Slides &Speaker Audio:

Amazing PPC Tactics

Amazing PPC Tactics

What’s hot and happening with paid search? This session will wow you with some new ideas for your PPC campaigns!


Ads On The Move - Mobile Paid Search

Ads On The Move – Mobile Paid Search

The mobile search space continues to grow – and mobile ad opportunities keep growing alongside. This session reviews some of the latest tips, techniques and strategies for paid search marketers when it comes to mobile search ads in results and in search applications.


Targeting the Search Funnel

Targeting The Search Funnel

Most people don’t do a search and immediatley buy from a web site. They often research a product over days, weeks or even months, using different search terms from search session-to-session. The panel looks at the search funnel, as Google’s new tool recently renamed the sales funnel. How do you best target people at different points of the funnel using paid search and move them toward your ultimate goal of conversion.


Test That Ad

Test That Ad

Let’s face it. The creative, when it comes to paid search ad copy, doesn’t give you a lot of room to be creative. You’ve got so little space, so little time your ad will be viewed, that it’s essential that every word counts. You’re testing religiously, right? But can you be testing better? And are there things you should be trying that you might not be aware of? This session aims to educate and surprise even the advanced paid search marketer.


The Mad Scientists of Paid Search

The Mad Scientists of Paid Search

It’s alive! Mwah ha ha ha! OK, our mad scientists on this panel are far less frightening that those scary ones from B-movies. These scientists have run various paid search experiments aimed at boosting performance of their campaigns. Come see and learn from their creations!


Pump Up Those Conversions

Pump Up Those Conversions

You’ve got them to your site – that’s half the battle. Win the war. Convert, convert, convert! Convert them on the landing pages! Guide them past landing page as necessary, converting them deeper in the site. But convert! This session looks at tools, testing and techniques for the advanced search marketer to increase those conversion odds.


SMX West – March 2-4, 2010 – Santa Clara, CA

Full Video:

Not Your Father's AdWords

Not Your Father’s AdWords

AdWords: Reliable. Trustworthy. Profitable. Old and stuffy. Now there’s a whole new generation: AdWords video ad, AdWords sitelinks, local AdWords, product AdWords, comparison ads and more. In this session, you’ll learn the pros and cons of each format, how to implement them properly, and how they compliment your existing AdWords campaigns.


Slides & Speaker Audio Only:

Facebook Ad Tactics For Search Marketers

Facebook Ad Tactics For Search Marketers

Not advertising on Facebook? You’re missing out on potential traffic from the second largest website with more than 350 million unique users. Facebook’s self-serve image and text-based ads let you advertise your own web page or even your own Facebook page or event. They also offer a way to catch people in “pre-search” mode, when they’re almost ready to seek a solution. Other cool features? Social actions, targeting, real time reporting… you really should make time to ‘friend’ this program at SMX..


SMX Advanced – June 2-3, 2009 – Seattle, WA

Full Video:

Amazing PPC Tactics

Amazing PPC Tactics

What’s hot and happening with paid search? This session will wow you with some new ideas for your PPC campaigns!


Proving and Improving ROI in Paid Search

Proving and Improving ROI in Paid Search

As budgets get tighter, proving that paid search is worth every penny becomes even more important. This session explores methods of proving that paid search is paying off more than its share in marketing dollars received, plus it examines ways to get even more ROI out of your campaign.


SMX West 2009 – February 10-12, 2009, Santa Clara, CA

Full Video:

Writing Killer PPC Ad Copy

Writing Killer PPC Ad Copy

Before you can convert your visitors, you’ve got to get them to clickthrough from your ad. Enter the art of writing ad copy. Learn how much you can say, and how powerfully you can say it, in with only a few words.


Up Close With Google AdWords Quality Score

Up Close With Google AdWords Quality Score

Google’s quality score remains a mystery to many marketers, plus Google keeps changing when and how it is used. This session takes a fresh look at the current state of quality score, how it is implemented and tips on using it to your advantage.


Podcast:

Ask The Paid Search Reps
Ask The Paid Search Buyers


SMX East – October 5-7, 2009 – New York City

Full Video:

Trademarks & Paid Search

Trademarks & Paid Search

Google’s shifted its policy recently to be more liberal about using trademarks in search ads. Meanwhile, new lawsuits and concerns have also been emerging. This session revisits the trademark landscape to see what’s allowed, what’s changed and what might come.<


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