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March 2012 SES Magazine: SES New York Preview


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  • 1. Sneak Preview SES New York March 19–23, March 2012 Download the SES mobile app. Search Marketing and Social Is Your Site Viable for Search? 17 Media in Regulated Industries The Crawl, Walk, Run Despite the complexity, companies can of Digital Creative 20 stay within the “compliance envelope” by Get It Right, Before being proactive in their marketing. 18 the Launch 24
  • 2. contents Follow SES at COVER STORY COLUMNS 18 SEARCH MARKETING 17 IS YOUR SITE VIABLE FOR SEARCH? 24 GET IT RIGHT, BEFORE THE LAUNCH AND SOCIAL MEDIA IN Ensure that your new site performs A Checklist for Your Next REGULATED INDUSTRIES for SEO with these sure-fire methods. Redesign and Migration Despite the complexity, companies can stay within the 20 THE CRAWL, WALK, RUN 25 4 UNIQUE APPROACHES FOR “compliance envelope” by being OF DIGITAL CREATIVE MEASURING SOCIAL MEDIA ROI proactive in their marketing. Invest effort in creative A look at the creative ways to optimization to achieve the highest measure (or at least validate) CONFERENCE INFORMATION performance from your campaign. your social media efforts. 3 TRUE LIES: SEARCH MARKETING 23 PINTEREST—SHOULD DATA ERRORS UNCOVERED MARKETERS CARE? Exclusive Announcement What those in the emerging technology and social 3 MEET THE EXPERTS marketing industry think about the value of Pinterest. 4 SPONSORS & EXHIBITORS 27 NEW TOPICS AT SES 30 SESSIONS NEW TO SES NEW YORK March 2012Avinash Kaushik,Google’s Digital Marketing Evangelist,Keynotes SES New YorkBusiness Optimization in a Digital AgeTuesday, March 20, 9:oo–10:00amHilton New York RegisterWe were promised that one day marketing 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 videoand … so many more things. It is hard to understand how to do onething right, much less try to do all of them right. In his exciting keynote,Avinash will share his unique perspective on balancing multiple mediachannels, leveraging super awesome metrics, grounding your digitalexistence in driving economic value, and leveraging the Clear Line ofSight model to ensure you are optimizing across all four of the mostimportant business drivers (come to the keynote to learn which four!).
  • 3. staff about SES Matt McGowan Mike Grehan MD, North America Global VP, Content Welcome to the New York issue of SES Magazine. The SES New York Conference & Expo, to Sharon Morabito be held on March 19–23 at the Hilton New York, will provide five days of unparalleled content Head of Events, Americas on every facet of integrated marketing. It will include over 70 sessions, multiple keynote pre- sentations, the highly popular Meet the Experts Roundtable Forums, an Expo Hall featuring Program Development over 100 vendors, and nightly networking events. Senior Program Director Marilyn CraftsConference Program manager Laura Roth Here are some of the exciting sessions that will debut at SES New York: •• The Psychology of Social Commerce (Do Not Be Afraid!) Operations Operations Manager Kim Kiedaisch •• Tablet Display Advertising: Challenges and Opportunities Registration Associate Charisse Rosales •• Why Doesn’t Anyone Care about the Creative Anymore? ClickZ & Search Engine Watch •• Anatomy of the Perfect Landing Page: Design Elements Exposed Executive Editor, ClickZ Anna Maria Virzi •• Viewable Impressions: The Key to Online Media Performance through Smarter Buying Director, SEW Jonathan Allen Managing Editor, News Zach Rodgers See pages 27-31 for the dates, times, and descriptions of new sessions. Senior Editor, News Kate Kaye Staff Writer Christopher Heine To make the most of your week in New York, be sure to download the SES New York app. Copy Editor Caitlin Rossman The most up-to-date agenda can also be found on the conference website, Asia Desk Editor Adaline Lau And don’t forget these upcoming events: Sales & Marketing •• SES Shanghai, April 16–18, InterContinental Shanghai Puxi ( Sales Directors Andrew Katz •• SES Toronto, June 11–13, Hyatt Regency Toronto ( Elaine Mershon •• SES San Francisco, August 13–17, Moscone West ( Elaine Romeo Peter Westerholm Account Executive Elizabeth Huston SES New York will provide a singular opportunity to learn actionable strategies and Director, Client Services JoAnn Simonelli mingle with over 5,000 marketing professionals. We look forward to seeing you there! Marketing Director Angela Man Best regards, Marketing Manager Amy Xu Marketing Associate Ploy Tangtrakul Mike Grehan, Chair Matt McGowan Web Designer Rebecca Holz SES Advisory Board Chair Managing Director, Online Operations manager Louise Laberge Global VP, Content North America Online Operations associate Aleksey Gershin Incisive Media Incisive Media Magazine Editor Dawn Cavalieri SES ADVISORY BOARD Contributors Jessica Bowman Rob Chant Comprised of both industry thought leaders and real-world practitioners, the Search Engine Augustine Fou Strategies advisory board brings together top players in the field of interactive media and Sarah Lockwood search. The team works to deliver continually cutting-edge search techniques, more inte- Krista Neher grated and relevant content, and professional development resources to SES attendees. Jessica Richards Corporate Mike Grehan, Chair Marilyn Crafts Anne F. Kennedy Chief Executive Tim Weller Global VP Content Senior Program Director International Search SES/Search Engine Watch/ SES Advisory Board Strategist Group Managing Director James Hanbury ClickZ Coordinator Beyond Ink USA SES Conference & Expo Jonathan Allen Bryan Eisenberg Jon Myers Director Bestselling Author Head of Account SearchEngineWatch Management SES: Volume 6, Issue 2 | March 2012 Yahoo! UK & Ireland © 2012 Incisive Media plc Matthew Bailey Paul Fegan Lee Odden President Head of e-Learning CEOTo subscribe, contribute, or view past issues, visit Site Logic Marketing Incisive Media TopRank MarketingTo advertise, contact sales at Chris Boggs Andrew Goodman Laura Rothor +1 (212) 457-4993. Director, SEO, Rosetta President Conference Program Page Zero Media & Training ManagerComments? Want to unsubscribe? E-mail us at SES Conference & Mikel Chertudi Bill Hunt Crispin Sheridan Sr. Director, Online & President Sr. Director of SearchIncisive Media, U.S. Incisive Media, head office Demand Marketing Back Azimuth Consulting Marketing Strategy55 Broad Street, 22nd fl. 28-29 Haymarket House Adobe SAPNew York, NY 10004-2501 London SW1Y 4RX, UK Eddie Choi Aaron Kahlowtel +1 (646) 736-1888 tel +44 (0)20 7316 9609 Managing Director Chairman & Founder,fax +1 (646) 390-6612 fax +44 (0)20 7930 2238 Frontiers Digital Online Marketing SummiT
  • 4. Exclusive AnnouncementTrue Lies: Search Marketing Data Errors UncoveredSES New YorkTuesday, March 20, 8:45–9:00am RegisterHilton New YorkInformation Retrieval scientist Dr. Edel Garcia will join Mike Grehan on stage to describe hislatest work and the impact it will have on the online marketing industry. The Self-WeightingModel (SWM), a new weighting model for statistical analysis, exposes serious flaws in thetop 2 meta analysis models. Given several x-y datasets of correlation data or any type ofvariability data from specific Web Analytics (#clicks vs. ROI, Google ranks vs. a given on-pageor off-page factor, genetic cross-breeding, signal processing, data mining, etc.) analysis andforecasting from multiple datasets are now possible by weighting statistics.What does this mean in plain English? Find out in this short, exclusive announcement. Thenjoin Dr. Garcia personally at the Meet the Experts session to drill down for more.Meet the Experts at SES New York 2012A new session format is taking the SES Conference series by storm, and it’s coming to SES New York in March. The Meet the Experts   Roundtable is an hour-long session within the conference agenda that allows you to meet top speakers, authors, and practitioners and    have all of your questions answered. Each of ten concurrent roundtables centers on a specific topic and features two experts. You cansimply move from one table to another throughout the session, meeting a wide range of specialists and coming away with solutions to yourchallenges. As this session takes place twice in the agenda, there is no need to rush—there is plenty of time to meet everyone.Potential topics include:Facebook Ad Formats Mobile, Search, and Social Video Optimization Metrics for SEOCustomer Engagement SEO Content Marketing Analytics Driven Engagement Keyword ModelingSEO, PPC, SMO: Trends for 2012 Enterprise SEO Ad Optimization Reputation ManagementLocal and Social Link Building Email Marketing Web AnalyticsOptimizing Landing Pages Conversion, Testing, Information Architecture Generating Leads from and Analytics SEO and PPCBoth sessions take place immediately before a networking function (a drinks reception on day 1 and lunch on day 2), enabling you to takeyour conversations straight into the bar or to lunch, where you can continue to network. This roundtable has been cited by many attendees as the best session at the whole conference, so we are excited about featuring it at SESNew York. We look forward to seeing you there! To see the latest list of experts and topics, download the New York SES app or visit See pages 27-31 for a list of new sessions at SES New York. • SES   3
  • 5. sponsors & exhibitors SES New York | March 19–23, 2012 Expo Hall Hours: Tuesday, March 20, 10:00am–7:00pm | Wednesday, March 21, 10:00am–3:00pmPLATINUM SPONSORS Isobar, Media Experts, NetBooster, PhD, and Yellow Pages Group. The company is based in Montreal, Quebec, with offices in SeattleBing and London.Booth AdchemySearch advertising with Microsoft helps you efficiently reach your www.adchemy.comnext best customer—within your budget and with the support you Adchemy is an advertising technology company that helps advertis-need to get started and optimized, and measure your results. ers leverage consumer intent to create more effective digital adver- tising experiences. Adchemy IntentMap™ technology radically sim-Marin Software plifies advertisers’ paid search campaigns and makes them moreBooth 3 scalable, relevant, and profitable. Listed by The Wall Street as one of the top 50 venture-backed companies in the U.S. in 2010,Marin Software is a leading provider of online advertising manage- Adchemy is a rapidly growing Silicon Valley company backed byment solutions, offering an integrated platform for managing search, Accenture, August Capital, Mayfield Fund, and Microsoft.display, and social marketing. The company provides solutions foradvertisers and agencies of all sizes, enabling them to improve Bruce Clay, performance, save time, and make better decisions. Marin Booth 403 & Reception SponsorEnterprise, the company’s flagship product, addresses the needs of www.bruceclay.comonline marketers spending at least $100,000 per month on biddable Since 1996, has been one of the leadingmedia. Marin Professional delivers the same power and ease of use search engine optimization web destinations. Today, Bruce Clay,as Marin Enterprise, through an application designed for marketers Inc., is a global Internet marketing company providing SEO, PPC,spending less than $100,000 per month on paid search. Headquar- analytics, web design, conversion optimization, and social mediatered in San Francisco, with offices worldwide, Marin’s technology marketing services. Their live SEO training courses are the indus-powers marketing campaigns for over 850 customers managing try standard, with over 2,500 students taught. Creators of the SEO­more than $2.5 billion of annualized ad spend in more than 160 ToolSet®, Search Engine Relationship Chart, and SEO Code of Ethics,countries. the company has offices in Los Angeles, New York, Australia, Italy, India, Brazil, and Japan.SILVER SPONSORS Google AnalyticsAcquisio Sponsored SessionBooth 4 Google Analytics is the enterprise-class web analytics solution thatThe leading performance media platform for agencies, Acquisio gives you rich insights into your website traffic and marketing effec-helps agency marketers buy, track, manage, optimize, retarget, and tiveness. With features that are powerful, flexible, and easy-to-use,report on media across all channels—including search, display, and companies large and small can analyze their traffic data in order tosocial media. create more effective marketing initiatives and optimized websites. Acquisio provides the industry-leading technology for agencies Savvy marketers can also take advantage of sophisticated conver-buying ads on any online channel, allowing them to handle all tasks sion attribution and experimentation tools to determine the bestassociated with performance advertising, from ad purchase through media allocation strategy for ROI maximization. For more informa-conversion tracking and beyond, within a single integrated platform. tion, visit other solutions, Acquisio hosts its own third-party ad serverand employs a single tracking functionality across channels, allow- SubmitEdgeing agency marketers unparalleled conversion and revenue attribu- Booth 130tion modeling and reporting capabilities. With more than 4,000 users and 9,500 brands under its manage- Located in the UK, the US, and India, SubmitEdge is one of the larg-ment, Acquisio is the multi-channel marketing solution preferred est contextual link building companies in the SEO Industry. We areby the world’s leading advertising, marketing, and SEM agencies. an ISO 9001-2008 certified company with over 200 in-house employ-Acquisio clients include thought leaders aimClear, Clix Marketing, ees. Since our production house is in India, we can offer servicesFind Me Faster, Page Zero Media, and Rocketer, as well as some of at affordable prices. SubmitEdge has served over 18,000 customersthe world’s most recognized performance media companies such worldwide since 2006. Our link-building effort has helped our cus-as Amaze, Bertelsmann, Cossette, DAC Group, Guava, iProspect, tomers achieve their SEO goals to get organic ranking, leading to4   SES • March 2012 {London}
  • 6. product & service guide Booth #s on right.Advertising Networks Interactive Marketing cognitiveSEO....................................212 adSage............................................... 224adSage............................................... 224 Associations & Publications inceptor.............................................309 Analytics SEO.................................. 235Bing..................................................... 300 Full Sail University.........................401 Indus Net Technologies...............122. Back Azimuth............ Texpo Pavilion .Blogsvertise.....................................308 . Info Cubic Japan............................. 108 BoostCTR.......................................... 223Blue Global Media......................... 222 Web Marketing Association...... 329 Linkdex...............................................227 . . Website Magazine.........................114 . LinkVehicle....................................... 226 Bruce Clay, Inc................................ 403 .LinkWorth..........................................132 LinkWorth..........................................132 cognitiveSEO....................................212Marchex............................................ 219 . Link Building Local Splash....................................206 Covario.............................................. 504 . LinkWorth..........................................132 Morpheus Media.............................231 Linkdex...............................................227 .xAd...................................................... 218 . Page One Power.............................207 . Page One Power.............................207 . Majestic SEO.................................. 126 . PM Digital........................................ 203 . Marin Software................................... 3Affiliate & Performance Based Local Search Marketing PRWeb................................................. 112 NetElixir............................................ 405 .Marketing Solutions Services & Directories Raven Internet Raven InternetBlue Global Media......................... 222 AuroIN LLC........................................210 Marketing Tools......................... 100 . Marketing Tools......................... 100 .Marchex............................................ 219 . Info Cubic Japan............................. 108 . . Local Splash....................................206 Slingshot SEO.................................. 211 SyCara......................... Texpo Pavilion . xAd....................................................... 218 SubmitEdge......................................130 . Zenya...................................................214Blog Advertising .Blogsvertise.....................................308 Marketing Optimization Solutions Shopping Cart & E-CommerceLinkVehicle....................................... 226 Acquisio.................................................. 4 Pay-Per Click Networks & Solution Providers Back Azimuth............ Texpo Pavilion . Management Services Web Spiders.................................... 228 .Content Management Blogsvertise.....................................308 BoostCTR.......................................... 223CheckDog.................... Texpo Pavilion BoostCTR.......................................... 223 . Staffing SolutionsSlingshot SEO.................................. 211 Brandtology..................................... 128 NetElixir............................................ 405 . Full Sail University.........................401TagMan.............................................. 233 BrightEdge........................................321 . Indus Net Technologies...............122 .Textbroker......................................... 230 CheckDog.................... Texpo Pavilion . Market MotiveWeb Spiders.................................... 228 . cognitiveSEO....................................212 Training Institute........................ 500WriterAccess..................................... 131 iCrossing............................................118 Pay-Per-Call Companies Onward Search................................307 Linkdex...............................................227 . Blue Global Media......................... 222 WriterAccess..................................... 131Content & News Feed Providers LivePerson........................................ 202 PM Digital........................................ 203 .Brafton............................................... 311 . Local Splash....................................206 Training Courses & CertificationPRWeb................................................. 112 Marin Software................................... 3 Search Marketing Agencies in Search MarketingTextbroker......................................... 230 Market Motive Adlucent............................................ 304 . Bruce Clay, Inc................................ 403 .Website Magazine.........................114 . Training Institute........................ 500 adSage............................................... 224 ClickZ AcademyWriterAccess..................................... 131 PRWeb................................................. 112 AuroIN LLC........................................210 & Recruitment..............................215 Raven Internet Bruce Clay, Inc................................ 403 . Full Sail University.........................401Display Advertising Marketing Tools......................... 100 . Covario.............................................. 504 . Market MotiveAcquisio.................................................. 4 Searchmetrics..................................110 Elite Sem..........................................209 . Training Institute........................ 500Elite Sem..........................................209 . SubmitEdge......................................130 . . Online Marketing Institute.........327 .Website Magazine.........................114 . TagMan.............................................. 233 iCrossing............................................118 Textbroker......................................... 230 inceptor.............................................309 Web AnalyticsE-Mail Marketing Solutions . Indus Net Technologies...............122. Adlucent............................................ 304 .Emailvision....................................... 320 VisiStat.............................................. 106 Info Cubic Japan............................. 108 Analytics SEO.................................. 235Zeta Interactive...............................331 Zenya...................................................214 iProspect........................................... 200 Back Azimuth............ Texpo Pavilion . Morpheus Media.............................231 Brandtology..................................... 128General Search Engines Mobile & Rich Media NetElixir............................................ 405 . ConversionIQ....................................124Bing..................................................... 300 Advertising Solutions Onward Search................................307 Majestic SEO.................................. 126 . iProspect........................................... 200 Page One Power.............................207 . SyCara......................... Texpo Pavilion .Interactive Marketing Agencies Marchex............................................ 219 . PM Digital........................................ 203 . TagMan.............................................. 233ConversionIQ....................................124 Web Spiders.................................... 228 . . VisiStat.............................................. 106Covario.............................................. 504 . xAd....................................................... 218 Slingshot SEO.................................. 211Elite Sem..........................................209 . SubmitEdge......................................130 . Website Search & TechnologiesiCrossing............................................118 Organic Search Marketing Zeta Interactive...............................331 Majestic SEO.................................. 126 .inceptor.............................................309 Analytics SEO.................................. 235 Searchmetrics..................................110iProspect........................................... 200 AuroIN LLC........................................210 Search Marketing Software SyCara......................... Texpo Pavilion .Morpheus Media.............................231 Bing..................................................... 300 Acquisio.................................................. 4 Zenya...................................................214Zeta Interactive...............................331 BrightEdge........................................321 Adchemy.................................................... CheckDog.................... Texpo Pavilion Adlucent............................................ 304 .
  • 7. sponsors & exhibitors SES New York | March 19–23, 2012SILVER SPONSORS (Cont’d) adSage Booth 224increases in traffic and sales. SubmitEdge is the brain child of Kush www.adsage.comInfosystems Pvt. Ltd. that specialized in SEO, content writing, and Founded in 2007, adSage is a leading technologies and servicesweb programming. company in online advertising. adSage employs 500 professionals across multiple locations in the US and China, among them overWeb Spiders 200 software engineers.Booth 228 Rich Mobile & Web Engineering adSage develops products for search, social, mobile, and display advertising. adSage developed the world’s first Facebook advertis-Web Spiders is a specialist provider of mobile and web engineering ing software, adSage for Performance (previously known as adSageservices to ISVs and marketers of Fortune 2000 companies. The for Facebook), used by over 2000 advertisers has over 250 employees and is dual-headquartered in Sin- adSage’s mobile ad network, mobiSage is the most influentialgapore and India, with subsidiaries in the UK and US. ad network in China, covering 100 million unique users per month. Web Spiders’ core competencies include enterprise mobile- adSage is the largest SEM firm in China, managing campaignsenablement across iOS, Android, BlackBerry, and Windows Phone, for over 200 premier advertisers on Baidu and Google, includingand large-scale enterprise content management using Ektron, Dru- L’Oreal, Hilton, Forex, Dangdang, and PingAn Insurance. adSage ispal, and Adobe Day CMS. Its industry leading ActiFetch platform the exclusive North America reseller for Baidu. adSage Agency, ahelps in seamless integration of legacy data to mobile platforms. division of adSage, offers complete advertising services for Ameri- The company’s global clients include Mitsubishi Motors, Sam- can advertisers targeting the Chinese online audience.sung, Motorola, Las Vegas Sands, Singtel, and many more in over10 countries. Analytics SEO Booth 235SPONSORS Analytics SEO is a double-award-nominated and leading SEO SaaSAdlucent platform based in the UK, who are really excited to be coming toBooth 304 the US! The software includes integration with Majestic SEO, GoogleAdlucent uses its roots in retail paid search to transform marketing Analytics, Google Webmaster Tools, and SEMRush. As a result thecampaigns into business results. Adlucent has developed an ana- platform offers massive time savings for our clients by provid-lytics and paid search platform focused on retailers that provides ing all of their data in one place and automating mundane tasks,both insights to our clients and advantages over technologies that including all aspects of SEO reporting.serve multiple industries. Adlucent uses this customer demand Analytics SEO has been proven to help its clients win more newintelligence to connect marketers, merchandisers, and suppliers to business, scale, and become more profitable.consumers in real time. With its team of seasoned retail experts Other USPs include our lead generation tool for agencies, multi-and proprietary Deep Search™ software, Adlucent takes data a step lingual support, multi-site overview, and several powerful featuresfurther, dramatically improving its clients overall marketing efforts that make the software perfect for managing large volumes of SEOand entire business strategy. Adlucent is headquartered in Austin, campaigns.TX, and can be found at AuroIN LLCAdRoll Booth 210Booth 313 Since 1999, has been one of the leadingAdRoll helps ecommerce businesses generate ROI and increase search engine optimization (SEO) web destinations. Today, AuroINconversion rates by leveraging their user’s intent data. AdRoll’s LLC is a global Internet marketing company providing SEO, PPC,advanced retargeting solution focuses on the browsing behaviors SMO, analytics, reputation management, conversion optimizationof people who leave your store without buying. We then match services, etc. Their 700-plus SEO professionals are extremely goodrelevant ads to these people when they browse other sites online, and produce the best result.and bring them back to complete their purchase. If you have worked with several SEO companies in the past, none of them fulfilled reasonably anything that they promised. If they took your money and disappeared. If they promised things, achieved a small part of their promises and then fell asleep or something, things were really sluggish. Then AuroIN comes into the picture. AuroIN’s client retention rate is very high. Many6   SES • March 2012 {London}
  • 8. sponsors & Download the app or visit exhibitorsclients have worked with them for over five years. You can use BraftonAuroIN for Guaranteed Result! Booth 311 www.brafton.comBack Azimuth Brafton is a news content marketing agency. Our full-time journal-Texpo Pavilion ists write exclusive content to clients’ unique editorial briefs and keyword strategies, and account management teams provide consul-Back Azimuth is a cloud-based keyword data mining and manage- tancy on brand-appropriate content marketing strategies. Brafton’sment platform, which aggregates keyword data into a single web- SEO-friendly content increases organic search listings, engagesbased application enabling marketers to quickly identify actionable social audiences, and drives relevant traffic to conversion pages.insights to eliminate inefficiencies and missed opportunities. Mar-keters can measure the cannibalization or collaboration of their paid Brandtologyand organic keywords and find the right mix of both to maximize Booth 128shelfspace, exposure, and costs. Measure keyword performance www.brandtology.comagainst personas, interests, business units, and purchase cycles Brandtology (a Sentia Media Company) provides online businessto increase conversions. The patent pending “Opportunity Miner” intelligence that empowers global brands to manage actionablesifts though all your keyword data to identify keywords that will insights gained from consumer conversations online. Using a com-generate the greatest return on resources and precious marketing bination of proprietary technology, processes, and trained profes-budgets. sionals across APAC, the Americas, and EMEA, Brandtology is able to deliver a high degree of accuracy and relevancy for millions ofBlogsvertise online conversations every month. Brandtology’s multilingual sup-Booth 308 port covers languages spoken by over 90% of the world’s population. As part of Sentia Media’s multiple-service offerings,Blogsvertise is an exciting way for advertisers to begin advertising Brandtology also has the capability to provide cross-media analysis,on blogs and reach the blogging community. Benefits for Internet leveraging on the strengths of Sentia Media’s other business units.advertisers are enormous. By advertising on blogs, advertisers gen- Brandtology has partnerships with global organizations and pro-erate buzz, build publicity, and promote their websites. With the vides services in multi-functional areas across marketing and com-Blogsvertise system, advertisers are in full control of the advertis- munications such as sales, public relations, campaign measurement,ing process, deciding which blogs they wish to advertise on before online reputation management, customer service, product develop-starting their ad campaign. We are one of the oldest and largest blog ment, and much more.advertising networks online. Bloggers also benefit through the blogsvertise ad network by BrightEdgeregistering their blog in the system and earning extra income and Booth 321revenue by placing advertisements on their blogs. Don’t just Advertise, Blogsvertise! For more information visit us BrightEdge is the leading site, search, and social management solu-at tion for global enterprises, helping more than 1,100 of the world’s largest brands stay ahead in the rapidly evolving Internet landscape.Blue Global Media BrightEdge S3 drives more than $4 billion in organic search acrossBooth 222 industries, harnessing the power of analytics to drive revenue web sites, search engines, and social networks across the globe in aAt Blue Global Media, success speaks for itself. We’re an affiliate measurable, predictable way. BrightEdge is based in San Mateo, CA,network that focuses on what matters: exclusive, high-earning, high- and is privately held with financing from Battery Ventures, Altosimpact offers. You’ll earn more for your traffic with our optimized Ventures, and Illuminate Ventures.campaigns, standout technology, and dedicated 24/7 affiliate support.Blue Global Media began as an affiliate and we understand your bot- CheckDogtom line: seeing results. Earn more today with our top-performing Texpo Pavilionfinance, education, mortgage, insurance, dating, and other offers. CheckDog is a website proof checking platform that assists contentBoostCTR editors in keeping their websites free from spelling errors, bro-Booth 223 ken links, and broken images. CheckDog’s proprietary ensures that all errors identified are genuine and that reports areBoostCTR is an on-demand, crowdsourced network of expert PPC not cluttered with false positives. CheckDog provides extensivecopywriters supported by an automated testing platform. The configuration and filtering options so the most relevant and recentBoostCTR platform makes ad text optimization more effective and content can be automatically reviewed at regular intervals.efficient. • SES   7
  • 9. sponsors & exhibitors SES New York | March 19–23, 2012Clickable built to help SEO professionals reduce the time spent on SEO analy-Booth 322 & Keynote Sponsor sis and link prospecting. The new link building toolset allows to analyze and comprehend large lists of backlinks in minutes andClickable makes marketers thrive by delivering powerful intel- correlate that information with actual ranking positions. With theligence for social and search advertising. With Clickable, market- cognitiveSEO toolset, competitor analysis and tracking takes lessers simplify complex data into meaningful metrics and customer time, allowing the seo professional to focus on link building andinsights while proving ROI to help make more profitable advertis- other important tasks. cognitiveSEO’s most important features toing decisions across Facebook, Twitter, Google, LinkedIn, and more. make SEO work as easy as possible:With Clickable’s award-winning tools and services, marketers cantrack real-time performance and downstream engagement and •• Integration with multiple third-party backlink providers to get purchasing behaviors to then demonstrate ROI through a beauti- the most in-depth link analysis.ful reporting experience. With Clickable, marketers employ their •• Identify the position of the inbound links on a page in a mattercompany’s social graph to better target prospects, amplify brand of seconds with a unique feature that works like a visualadvocacy, and reveal untapped revenue sources. Clickable is also crawler (Link Previews).part-owned by American Express and provides the YourBuzz service •• Filter inbound link profiles and generate graphs to see how tofrom American Express OPEN. Clickable continues an award-win- rank higher (Advanced Link Profile Filtering).ning history of innovation in performance advertising technology •• Find Competitor weak spots and outrank them fasterwith the help of more than 100 dedicated engineers and product (Competitive Link Analysis).specialists. Clickable has raised over $32 million in funding from •• Track the historical evolution of any competitor’s backlinkAmerican Express, Founders Fund, FirstMark Capital, and Union profiles and monitor your own site (Timeline).Square Ventures. •• Daily Rank Tracking for Google/Bing & Yahoo in over 50 countries (SERP Monitoring).ClickZ Academy and Recruitment •• Track links daily and get notified when any issues appear (LinkBooth 215 management).www.clickz.comClickZ is the largest resource of interactive marketing news, infor- cognitiveSEO is powered by state-of-the-art technology that ana-mation, commentary, advice, opinion, research, and reference in the lyzes and monitors links and rankings on-demand. congitiveSEOworld, online or off-. From search to social, technology to trends, our delivers unparalleled competitive link intelligence that will help youcoverage is expert, exclusive, and in-depth. outrank your competitors and secure your search engine ranking Our mission: to help interactive marketers do their jobs better. positions. You can follow cognitiveSEO on Twitter @cognitiveSEOHere’s what ClickZ offers: or on Facebook at For more infor- •• ClickZ News: More than just headlines, the seasoned ClickZ mation, please visit: News team serves up smart, original reporting and analysis on the interactive marketing industry and the companies that ConversionIQ make it tick. Booth 124 •• ClickZ Experts: From the trenches: commentary, opinion, advice, and thought leadership from the leading practitioners ConversionIQ provides conversion rate optimization programs to in interactive marketing. continuously improve websites. Our programs are available directly •• ClickZ Stats: An award-winning source for interactive and and through our agency partners. Our conversion rate experts gain Internet research. Facts, figures, research, and data on every insights as to why customers are leaving a website without pur- facet of the online industry, domestic and worldwide. chasing and work with the client on solutions to these issues. This •• ClickZ Job Board: The ClickZ Jobs section helps connect job means continuous revenue increases for the traffic the website seekers with new employment opportunities and provide already has. Our clients love our 30% Conversion Rate Increase employers access to our large audience of interactive Guarantee, our 30-day Money-Back Guarantee, and the no-obliga- marketing professionals. tion contract. “We make enterprise conversion optimization services availablecognitiveSEO to small and medium size businesses who would never have beenBooth 212 able to afford them before. We learn our client’s business and out, gain insights using Analytics as well as other qualitativecognitiveSEO is the cutting-edge SEO toolkit that helps webmas- tools, then test our solutions. We only implement changes that areters, marketers, and agencies create stronger link building strate- tested and proven to increase a website’s revenue.”—Keith Hagen,gies and outrank competitors faster and easier. cognitiveSEO was Co-Founder8   SES • March 2012 {London}
  • 10. sponsors & Download the app or visit exhibitorsCovario EmailvisionBooth 504 & Reception Sponsor Booth www.emailvision.comCovario, Inc., is the leader in interactive marketing analytics (IMA) Emailvision is the international leader in software as a servicesoftware. The Covario portfolio provides global organizations (SaaS) for email, mobile, and social media marketing. The Emailvi-with robust interactive and search marketing analytics solutions sion mission is to provide excellence in software and services forfor paid search advertising, organic search engine optimization, online relationship marketing. With offices and client service teamsand display advertising across the enterprise and throughout the in 19 countries, Emailvision delivers 5 billion messages per monthchannel. Covario enables complex and distributed organizations on behalf of 4,000 clients worldwide. This unprecedented quality ofto control brand integrity, ensure budget transparency, and deliver service is driven by 12 years of research and development and byquantifiable results across business units, distribution channels and Emailvision’s 600 passionate employees. The company is privatelylanguages. owned by Francisco Partners. Headquartered in San Diego, Covario has a growing customerlist that includes some of the world’s best known brands in high eZanga.comtech manufacturing, financial services, electronics, media and pub- Booth 201lishing, and consumer packaged goods. is a search engine specializing in online advertisingDavanti Digital Media and services. eZanga users are given a convenient and accurate webBooth 229 search experience with feature-rich results. Our proprietary arch technology retrieves information from multiple search enginesDavanti Digital Media is a full-service digital marketing and design displaying only the most pertinent results without duplication orfirm offering solutions for businesses large and small. They provide overlap.comprehensive social media and mobile marketing campaigns and eZanga offers local, regional, and national advertising cam-consulting, web design and development, search engine optimiza- paigns focused on generating a high ROI. Our advertisers enjoytion, search engine marketing, pay-per-click campaign management, benefits including personalized account management, expansiveand more. toolsets, and advanced fraud prevention. Recently released, Traffic Davanti believes in the power of new media and emerging tech- Advisors 6.0 edition is our latest update to our progressive fraudnologies for marketing, brand awareness, reputation management, filtration system, preventing fraudulent clicks in real-time to ensureaudience engagement, and market research. Davanti offers fully- clean, qualified traffic.customized digital marketing solutions for businesses of all sizesthat accomplish your goals and fit into your personal marketing Full Sail Universitybudget. Davanti stays ahead of the curve so you don’t have to. Booth 401 www.fullsail.eduElite SEM Both Full Sail University’s Internet Marketing bachelor’s and mas-Booth 209 ter’s degrees explore the many opportunities available for ing the Internet to market effectively. Learn to plan, launch, andElite SEM is one of New York’s fastest growing digital marketing optimize marketing campaigns that build brand recognition, driveagencies specializing in building top-performing search engine traffic, and generate campaigns for multinational corporations and Fortune These comprehensive programs cover all facets of online mar-1000 brands including ideeli, Hugo Boss, Tommy Bahama, Clarks, keting including e-commerce, social media, pay-per-click, and SEO.Bostonian, Terminix, PricewaterhouseCoopers, Rockport, Havaiva- You’ll explore online operating models through courses that covernas, and The company started with only four indus- affiliate marketing and e-commerce, and utilize real-world tools totry game changers and now has evolved into a 30-employee agency gain practical experience.with three offices in major cities of America—New York City, SanFrancisco, and Atlanta. Featured in the Inc. 5000 List of Fastest Our experienced teaching staff is subject-matter experts, focusedGrowing Private Companies in 2010, Elite SEM understands first- on providing course materials that give you the most current infor-hand the complexities of the Internet community, the evolving land- mation. Our innovative learning management system gives you allscape of the online marketing, and advertising space. More impor- the tools you need to be a successful online student.tantly, Elite SEM has a proven track record of growing brands in a With an Internet Marketing degree from Full Sail University,way that’s smart, innovative, rewarding. you will be positioned to pursue the business career you desire. Graduates start their own business, become consultants, work as marketing managers, or specialize in specific areas. • SES   9
  • 11. sponsors & exhibitors SES New York | March 19–23, 2012iCrossing In addition, our extensive experience with the Japanese InternetBooth 118 enables us to help our overseas customers effectively market goods or services in Japan.iCrossing is a global digital marketing agency that combines talentand technology to help world-class brands find and connect with iProspecttheir customers. The company blends best-in-class digital market- Booth 200ing services—including paid search, search engine optimization, www.iprospect.comWeb development, social media, mobile, research and analytics—to iProspect, part of Aegis Media, is a global digital performancecreate integrated digital marketing programs that engage consum- agency that provides some of the world’s most sought-after brandsers and drive ROI. iCrossing’s client base includes such recognized with digital marketing strategies that maximize ROI through socialbrands as The LEGO Group, Epson America, and Toyota, and 40 media, SEO, paid search, display media, shopping feed management,Fortune 500 companies, including The Coca-Cola Company, Mas- mobile marketing, attribution modeling and management, andterCard, and FedEx. Headquartered in New York, the company has other related services. Clients include Fortune 500 companies and700 employees in 13 offices globally. iCrossing is a unit of Hearst leaders across multiple industries, including Staples, Neiman Mar-Corporation, one of the nation’s largest diversified media companies. cus, Gilt Groupe, Mandarin Oriental Hotel Group, Glaxo Smith Kline,For more information, please visit and Reliant Energy, among others. iProspect was recently awarded a 2011 Interactive Marketing Award for “Best Ecommerce Site Launchinceptor or Revamp” and has been included on Internet Retailer’s Top 500Booth 309 List in 2011, 2010, and 2009. The agency is headquartered in Boston, and has 850 employees in 39 offices globally. For more information,Inceptor®, a search marketing service of SuperMedia LLC visit or follow them on Twitter @iProspect. What really makes Inceptor® different isn’t about us? It’s about you. When you become an Inceptor client, you aren’t just hiring a Linkdexvendor. Our team becomes personally invested in your success, Booth 227providing the customized strategies, open communications, and www.linkdex.comresponsive service that will allow you to reach your business goals. Linkdex is a free enterprise class SEO platform where you only payOur active, hands-on and integrated approach to pay per click (PPC), for valuable, actionable, profitable engine optimization (SEO), comparison shopping engine Linkdex was founded by a team of seasoned search marketers.(CSE), and social media programs can lead you to higher ROI, Together with a rapidly growing group of passionate business andincreased online visibility, and growth of revenue. agency users, Linkdex is developing the software to deliver on an The Inceptor team practices SEM at a level of expertise and suc- ambitious product vision.cess that few others have achieved. If your current agency just isn’t Linkdex is also a platform that is evolving further and fastercutting it or you need help expanding your in-house efforts, talk to than any other, with a dedicated team of Europe’s leading devel-us. Call 800-307-6709 today. opers working flat out, turning user feedback into new features as regularly as every two weeks.Indus Net Technologies None of this would be possible without a £ multi-million invest-Booth 122 ment from one of the world’s leading venture capital funds and con Valley’s highest profile investors.We are a 14-year-old, ISO-certified company, specializing in working So whether you’re aiming to benchmark what SEO is deliveringwith digital agencies as service delivery partners for web design against the competition or work more productively for your team,and development, SEO, and smartphone apps. Our team has 450+ with Linkdex you can Seize Every Opportunity.specialized professionals based in India alongside our UK office todeliver the highest ROI and top-notch support. LinkVehicle Booth 226Info Cubic Japan www.linkvehicle.comBooth 108 LinkVehicle is an exciting way for advertisers to accelerate their building efforts. They offer traditional text-link-ads that are placedInfo Cubic Japan is a search engine marketing (SEM) firm serving in the side bar or template of their publisher websites, and blogmore than 500 businesses in the Far East. Established in 2002, we reviews, which allow you to request written reviews that include inhave optimized more than 5,000 keyword searches designed to drive content links. Benefits for advertisers include: increase in organictraffic to our clients’ web pages. Info Cubic Japan, however, doesn’t rankings, buzz and branding, and direct traffic. LinkVehicle’s market-stop at search engine optimisation (SEO); we also provide individu- place is completely private but every advertiser is assigned a dedi-alized cutting-edge global marketing strategies, advanced pay-per- cated SEO professional to assist with your link building (PPC) analysis, and website localization for the market in Japan.10   SES • March 2012 {London}
  • 12. sponsors & Download the app or visit exhibitorsWebsite owners and bloggers benefit through LinkVehicle by includ- display ads based on their search history. By leveraging search dataing their websites into their marketplace and earn revenue by writ- as an indicator of user intent, marketers scale keyword-level tar-ing blog posts or placing text-links. geting and SEM campaigns by serving display ads to consumers who have already signaled intent within the search engine. LeadingLinkWorth agencies and advertisers rely on Magnetic’s retargeting solutionsBooth 132 to follow-up with users outside of the search engine and them with creative messages, compared to simple text ads seen inLinkWorth is an online advertising portal providing a unique mone- the search campaigns. Visit for more infor-tization venue for publishers and innovative marketing products for mation on Magnetic and search retargeting.advertisers. Services include text link advertising, in-content pay-per-click, hosted content pages, paid blog reviews, SEO consulting Majestic SEOservices, article submission, directory submission, press releases, Booth 126and custom content creation. Majestic SEO provides competitor backlinks intelligence to SEOLivePerson specialists. Majestic SEO is the planet’s most comprehensive back-Booth 202 links information provider, and offer a number of tools to to this valuable resource. Most recently, Majestic launched SiteLivePerson, Inc. (NASDAQ: LPSN), offers a platform that enables Explorer—offering more data than anyone else by a considerablebusinesses to intelligently connect in real-time with their custom- margin.ers via chat, voice, and content delivery at the right time, through Majestic enables registered users to test its services free ofthe right channel. This “Intelligent Engagement” platform produces charge by generating reports for sites users control. Registration ismeaningful interactions on websites, social media, and mobile free, and highly competitive subscription plans start at low prices,devices fulfilling customer needs and business objectives. with one-month minimum commitment. Subscribers have a range More than 8,500 companies, including Hewlett-Packard, IBM, tools to enable link analysis of competing domains to be performed.Microsoft, Verizon, Sky, Walt Disney, PNC, QVC, and Orbitz, rely For Enterprise users, Majestic offers an API service for internal useon LivePerson’s solutions to increase conversions and enhance cus- that enables developers to integrate the data into new or existingtomer experience and customer satisfaction. suites of reports and applications. LivePerson received the CODiEs for Best Ecommerce Solution in •• Anchor text2011; the company was named one of America’s 25 Fastest-Growing •• Link strengthTech Companies by Forbes in 2011 and a Company of the Year by •• Crawl dateFrost and Sullivan in 2010. LivePerson is headquartered in New •• Country sourceYork City with offices in San Francisco, Tel Aviv, Atlanta, London, •• IP number and Melbourne. MarchexLocal Splash Booth 219Booth 206 Marchex is a digital call advertising and small business marketingLocal Splash puts local businesses on the first page of Google™, company.Yahoo!™, and Bing search results, including the map, organic, and Marchex’s mission is to unlock local commerce globally by help-sponsored search sections. Headquartered in Santa Ana, California, ing advertisers reach customers wherever they may be—in mobile,Local Splash has over 10,000 clients including both single-store offline, and online channels, including on our own local and cat-location local businesses and national chains like Extra Space Stor- egory websites.age (750+ locations). Whether the business has a website or not, Our performance-based call advertising products, the MarchexLocal Splash enables local businesses to be found online. Digital Call Marketplace and Marchex Call Analytics, are reinvent- The company behind Local Splash, Relevant Ads, was founded in ing how businesses acquire new customers through the phone. Our2004 with the mission of helping local businesses be found online. award-winning small business marketing products empower localRelevant Ads offers agencies and resellers a unique partnering oppor- businesses to efficiently monitor and manage their online presence,tunity. For more information visit our Local SEO Reseller page. communicate with their customers, and acquire new ones. Every day, our products support tens of thousands of advertisers and part-Magnetic ners, ranging from global enterprises to local businesses.Track Sponsor Please visit for more information.www.magnetic.isFounded in 2008, Magnetic is the first company to focus 100%on search retargeting. Magnetic’s technology targets users with • SES   11
  • 13. sponsors & exhibitors SES New York | March 19–23, 2012Market Motive Training Institute management, social media marketing management, and searchBooth 500 engine marketing analytics. Since 2005, NetElixir has helped than 200 US online retailers run highly profitable search and shop-What does it take to be certified in search marketing? Visit Market ping engine campaigns.Motive to find out. We’ll show you our online video training library;you’ll meet our top-rated faculty and get a glimpse into the testing Online Marketing Instituteand endorsement system that is world-recognized and endorsed by Booth 327the biggest names in search. Market Motive provides online certification courses in SEO, web The Online Marketing Institute (OMI) is an education-focused,analytics, PPC, social media, conversion optimization, online PR, career development organization offering marketers accredita-email marketing and more. All courses are online and all students tion in the various fields of online marketing. OMI’s curriculumhave weekly phone conferences with the faculty. And the faculty is of case studies, best practices, peer validation, and trend analysisthe best part—it’s a “Who’s Who of the internet marketing world” is delivered to students via workshops, webinars, seminars, andaccording to Website Magazine and “the best in the business” accord- online learning channels. OMI’s education program was built ining to Internet Marketing Pilgrim. To learn more, see us at the con- conjunction with leading universities, research firms, and associa-ference or visit tions to give marketers market-tested practical knowledge that can immediately benefit their careers. OMI’s courses are available toMorpheus Media, a CREATETHE Group Company the general public.Booth Onward SearchFounded in March 2001, Morpheus Media, a CREATETHE GROUP Booth 307Company, is the leading full-service digital media and strategy www.onwardsearch.comagency for high-end consumer / luxury goods with relationships Onward Search is the nation’s leading provider of internet market-spanning across LVMH, Gucci Group, Richemont SA, A&E Networks, ing and creative services talent. We specialize in placing searchThe New York Times, and Neiman Marcus / Bergdorf Goodman, marketing, graphic design, web development, and related creativeamong many others. Formed with a focus on media (SEM / PPC and services and technology professionals to companies nationwide.display campaign management), as the digital marketing industry We provide our customers with the ability to rapidly sourcehas evolved the agency has consistently expanded its service offer- the best talent in the marketplace, so they can successfully delivering to include natural search engine optimization (SEO), mobile, against their creative services, online marketing, and technologyaffiliate, and social media strategies to truly surround the quantifi- elements of a brand’s online presence. Now at 100+ people in We offer a full range of recruiting, staffing, and talent manage-the Chelsea neighborhood of New York, Morpheus has come a long ment solutions to include temporary staffing, consulting, and per-way from its inception, in part by refusing to deviate from the core manent placement options to ensure our customers have access toprinciples of transparency, audience expertise, excellent service, the right talent to get the job done.and tight focus on our clients’ success metrics. By leveraging direct We recruit and staff a range of internet marketing and creativeresponse in combination with a focus on the consistent representa- services professionals to include: search marketing specialists, SEMtion and promotion of our clients’ brands online, Morpheus strikes managers, SEO consultants, PPC managers, social media experts,the elusive balance between customized branding initiatives and copywriters, web developers, project managers, production manag-surgically executed ROI optimization. Our mission is to provide our ers, graphics designers, print production managers, and more.clients with marketing strategies and programs tailored to fit theirneeds, accountable to their goals, and maintaining consistent brand Page One Powerguardianship. Booth 207 & Session Sponsor www.pageonepower.comNetElixir Page One Power does custom SEO, link Building and SEO site audits.Booth 405 Page One Power is an SEO firm located in Boise Idaho. It headed by two brothers, Jon and Zach Ball. Page One Power focusesNetElixir, Inc., is an online customer acquisition management firm on customized, white-hat SEO. They work with a limited numberheadquartered in Princeton, NJ, with offices in London, UK; Hyder- of highly motivated clients who are focused on getting top searchabad, India; Freiburg, Germany; and Copenhagen, Denmark. The engine advises clients worldwide on achieving online marketing “We’re a small firm. We don’t have departments and account man-performance maximization using its proprietary technology, the agers so our clients work directly with the leadership of the com-LXR core platform, and employing a global service delivery model. pany. Because of this our clients love working with us. Of course weNetElixir’s suite of services includes paid search advertising man- get results too.”—Jon Ball, Page One Poweragement, search engine optimization, comparison shopping engine12   SES • March 2012 {London}
  • 14. sponsors & Download the app or visit exhibitorsPM Digital Raven Internet Marketing ToolsBooth 203 Booth www.raventools.comPM Digital is a digital marketing agency that specializes in paid Raven Internet Marketing Tools is used by thousands of market-search advertising, natural search optimization, social media, and ers around the world to efficiently manage search engine optimi-shopping feed management. By developing and implementing cus- zation and social media conversations. With Raven you can con-tomized Internet marketing campaigns, PM Digital drives qualified duct research and analysis, manage link building campaigns, tracktraffic to websites to surpass sales goals. Clients include The North search engine trends, instantly produce sophisticated campaignFace, AARP, The Wall Street Journal, Spiegel, Martha Stewart Living, reports for SEO and SMM campaigns, and collaborate with teamThe Sportsman’s Guide, and Nautica, among others. For more on PM members using intuitive multi-user features. Learn more at http://Digital’s thought leadership, please visit: SearchmetricsBooth 112 Booth www.searchmetrics.comPRWeb leads the industry in online news distribution and publicity. Searchmetrics is the global expert in search analytics software,It takes the press release—formerly the expensive asset of large busi- empowering marketers to increase visibility and market share onnesses—and makes it accessible to organizations of all sizes, as an the world’s leading search engines. We create value by providinginexpensive, hugely effective means of sharing news online, becom- the best quality data on a global scale. Clients and partners world-ing more visible, attracting inbound media enquiries, and winning wide rely on Searchmetrics to maximize return from search invest-new customers. PRWeb is a service of Vocus. (NASDAQ: VOCS). ments with actionable insights that help better manage, improve, and scale search marketing campaigns.Pubcon Searchmetrics’ robust search marketing tool, SearchmetricsBooth 326 Suite, is supported by a unique server infrastructure that monitoring of over 100 search engines in over 30 countries world-PubCon, the premier search and social media conference, will hold wide. Searchmetrics Suite is also home to the Searchmetrics Essen-its multi-track Las Vegas event on October 15-19, 2012 at the Las tials data modules, SEO+SEM and Social, encompassing the largest,Vegas Convention Center. fastest databases for search and social media available. PubCon, supported by the industry’s leading businesses, speak- Headquartered in Berlin, with subsidiaries and offices in Newers, exhibitors, and sponsors involved in social media, Internet mar- York, London, and Paris, the company delivers real web intelligenceketing, search engines, and online advertising, offers an in-depth to a growing international customer base. You can follow Searchmet-look at the future of technology presented by over 200 of the world’s rics on Twitter @Searchmetrics or on Facebook at speakers in more than 100 provocative cutting-edge sessions. com/Searchmetrics. For more information, please visit: www.Register today at The Search MonitorBooth 502 & Sponsored Session Booth www.thesearchmonitor.comQuantcast is an audience measurement and targeting company. The Search Monitor works with SEM, SEO, brand, and affiliate mar-The pioneer of direct audience measurement, we start with the keters to monitor advertising activity across keywords on searchindustry’s most in-depth understanding of digital audiences to help engines, shopping engines, and social networks in real-time, world-marketers and publishers buy and sell the most effective targeted wide. Features include: email alerts, screenshots, reports, charts,advertising and drive conversions through the full funnel. Our prod- and statistics on market share, rank, ad copy, ad spend, trademarkucts let publishers match their audience to the exact consumers an and affiliate violations, affiliate links in tweets, and link buildingadvertiser wants to reach with impression level targeting. Ranked recommendations.Fast Company’s #3 Most Innovative Company on the Web and the Uses:Overall Winner of AlwaysOn’s Global 250 Top Private Companies, •• Competitive Intelligence to Optimize CampaignsQuantcast is used by the world’s leading advertisers, the top 10 •• Trademark Monitoring for Brand Protectionmedia agencies, and 100+ million web destinations. Launched in •• Affiliate Monitoring for Compliance & Recruitment2006, Quantcast is headquartered in San Francisco and backed by Supported Media:Founders Fund, Polaris Venture Partners, Revolution Ventures, and •• Search: Paid, Local, & Organic Universal SERPsCisco Systems. •• Shopping Engines •• Devices: Mobile, Desktop, Tablets •• Social Media • SES   13
  • 15. sponsors & exhibitors SES New York | March 19–23, 2012SEMRush SpyderMate SEO ToolsBadge Booklet Sponsor Texpo provides the comprehensive information about your SpyderMate is a suite of unique and powerful SEO tools structuredcompetitors strategy in AdWords and Google Organic Search. We to make managing multiple SEO campaigns easy. The Scorecardanalyze domains, keywords, and competitors through our own data- tells you how your web site is currently performing from an SEObase: over 80 mln keywords and over 41 mln for domains. perspective and tracks progress over time. The Auditor tells you Learn all your competitors, find out organic and AdWords key- what you need to fix by thoroughly crawling and analyzing anywords they use, find more relevant keywords for your website, com- web site. The Low Hanging Fruit report helps you find keywordspare competing domains, and more. for which you could easily rank higher. The SERP Tracker keeps SEMRush analyzes TOP20 of 9 Google versions: US, DE, RU, FR, track of your keyword rankings over time. SEMRush tells you whatUK, ES, IT, BR, and AU. keywords any domain ranks for in Google. All of our tools have “what you see is what you get” CSV and white-labeled PDF ing capabilities.Booth is an online marketing agency with an aim to create compre- Texpo Pavilionhensive services that provide results for our clients and partnering www.sycara.comagencies. We provide our services to numerous small businesses, SyCara automates SEO management tasks and delivers action-enterprises, and other agencies looking to outsource their work to able insight to guide search marketing agencies and professionals.another agency in the online marketing industry. We have a his- SyCara provides one SEO platform to simply and effectively accom-tory of working with companies of all shapes and sizes and con- plish workflow management, monitoring, and reporting for SEO.tinue to offer our services in the United States, the United Kingdom, Using SyCara’s prioritized actionable plans, SEO professionals areAustralia, Canada, and India. We offer a variety of online marketing empowered to achieve a higher level of efficiency and as a part of our online marketing suite. It is our mission tomake our services work for our clients. TagMan Booth www.tagman.comBooth 102 TagMan is the global leader in tag management, with the industry’ most mature and proven platform for the enterprise. Since launch-7Search has been a premiere pay-per-click search network for over ing the first, independent tag management platform in 2007, Tag-a decade, distinguishing itself for driving quality traffic, affordably. Man has been helping over 100 clients solve tagging, site perfor-Known for excellent customer service—advertisers can call, email, mance, and attribution-related challenges. With over 2000 vendoror instant message an actual person that is an expert in training tags currently implemented, the award-winning TagMan platformand assisting advertisers to optimize their campaign. This team is provides customers complete agility in managing existing part-dedicated to ensuring each and every advertiser achieves the best ners and working with new technologies without the burden ofreturn on investment they possibly can. Take advantage of 7Search’s costly implementation projects and resources. TagMan is the onlynetwork to drive traffic your way. enterprise-level tag management platform with robust solutions for improving site performance/latency, optimizing data collection, andSlingshot SEO addressing privacy at a global level.Booth TextbrokerFounded in 2006, Slingshot SEO is a professional search engine Booth 230optimization practice whose full-service strategic consulting and www.textbroker.cominternet marketing services deliver unparalleled results for its Textbroker is your marketplace for unique and exclusively-writtenenterprise SEO clients. Slingshot’s tight, business-impacting plans articles created to your specifications. Our fixed rates make costenable clients to conquer search with confidence. The company’s planning for projects of all sizes simple. No auctions, ho hassle:results are driven by a tireless passion to master the science of just place your order and writers find you. Create multiple orderssearch. In May 2011, Slingshot SEO was recognized as the “IT Com- for website localization, article marketing, and search engine opti-pany of the Year” at TechPoint’s Mira Awards, the premier tech- mization quickly and easily with our interface. Provide your editorsnology awards program in the state of Indiana. For more informa- and clients content without lifting a finger via our API. With moretion about Slingshot SEO and to read customer reviews, visit www. than 24,000 US authors at your disposal and rates starting around penny, creating content has never been so easy and so fast.14   SES • March 2012 {London}
  • 16. sponsors & Download the app or visit letters on search marketing, e-commerce, website design and devel-Booth 208 opment, affiliate marketing, and website Subscribe today! independent authority on search vendors, evalu-ates and ranks the top internet marketing companies. Categories Wpromoteranked by topseos include: search engine optimization, pay per click Booth 323management, affiliate marketing, social media optimization, and www.wpromote.commany more. Wpromote is a privately held firm that has been a leader in the Since 2002, topseos has been a trusted resource for businesses search engine marketing industry since its inception in 2001. Wpro-looking to launch or improve internet marketing campaigns. The mote is ranked as the #1 Integrated Search Marketing Company bypathfinder service allows topseos to work directly with you to and honored to be a five-time Inc. 500|5000 find companies that best fit your business needs. Why waste Wpromote is in an elite group of firms recognized as a Googletime searching through thousands of sites with false promises? Go Adwords Certified Partner and a Microsoft Ad Center Certified Part-straight to the authority, gain insight into the industry, and work ner, and the only firm worldwide to be a member of Google’s SEMwith the best. Council and a member of Google’s Social Council. Wpromote’s objective is to help clients realize greater successVisiStat through its superior search marketing service. Through its full-Booth 106 service integrated search engine marketing, clients develop a comprehensive online presence and are able to reach highly tar-VisiStat is a web analytics / customer intelligence platform that geted clientele more effectively and efficiently. Utilizing proprietarycaptures complex analytical data in real-time, and simplifies it spe- bid management, keyword analysis software and a team of seasonedcifically for SMB / SME enabling well-informed business decisions marketing and optimization specialists, Wpromote provides mea-that increase sales opportunities and maximize online marketing surable results and helps clients maximize their advertising returneffectiveness. The VisiStat solution is an integrated, single-source on investment.ecosystem providing comprehensive web analytics and campaigntracking to optimize website performance and online marketing WriterAccessROI, plus an anonymous visitor identification solution that gener- Booth 131ates new sales leads directly from your website. The result is greater www.writeraccess.comvisibility as to how customers and prospects are engaging your WriterAccess is a content marketplace that connects customersbusiness, and clear, specific steps to improve your online presence. directly with writers for paid assignments. The content platform makes it easy to find writers, place orders, manage workflow, andWeb Marketing Association auto-publish to WordPress, HubSpot, and more. All 5,000+ writersBooth 329 are U.S. based, and carefully screened with software-based and manual portfolio reviews. Pricing is affordable with price perThe Web Marketing Association was founded in 1997 to help define word and fixed rate orders. Prices vary with star rating of writers,the standard of excellence for online marketing. Our internationally word counts, and/or direct negotiation with writers. Best of all, ifknown award programs, such as WebAward Competition for Web- you’re not delighted with any order, you don’t pay!site Development, Internet Advertising Competition, and the newMobileWebAwards, recognize the people and organizations respon- xAdsible for developing the most effective online marketing programs Booth 218 & Charging Station Lounge Sponsoron the Internet today. Entrants benefit from assessment of their www.xad.commarketing efforts by a professional judging panel and the marketing xAd is one of the largest US mobile-local advertising networks andopportunities presented by being recognized as an award-winning the only one offering both targeted search and display. Its ownedweb developer. Visit for com- and operated traffic, together with an extensive network of pre-plete info. mium mobile sites and local apps, enables xAd to access millions of searches and over 10 billion ad impressions monthly. Across itsWebsite Magazine network, xAd aggregates and manages nearly half a billion location-Booth 114 specific ad requests monthly; billions of business listings; and one million national and local advertisers, who use xAd to monetizeWebsite Magazine, the Magazine for Web Success, presents expert performance by driving clicks, calls, and visits to their businesses.information on how to succeed on the Internet in 12 print issues Learn more at year, in print, digital, iPhone, Android, and iPad editions. offers news and blogs daily, as well as e-news- • SES   15
  • 17. sponsors & exhibitors SES New York | March 19–23, 2012Zenya Zeta InteractiveBooth 214 Booth www.zetainteractive.comZenya (an company) affords online search agencies and Zeta Interactive is a digital marketing agency offering an integratedlarge advertisers unprecedented levels of specificity in keyword set of strategies and solutions including branding, web develop-generation. Maximize PPC campaigns and reduce CPC while bolster- ment, SEM, SEO, social, email marketing, and mobile. With a spe-ing quality score. Zenya provides over 50 million keywords algorith- cific expertise in full service search, our team’s focus is on the mea-mically indexed into more than 125,000 keyword categories, with surable ROI that can be driven from both organic and paid efforts.more added every week. Zenya’s taxonomy contains as many as 14 We have been able to successfully realize returns by leveraging ourlayers of tiered granularity for absolute advertising precision. Zenya team’s experience, best-of-breed tools and a unique multichannelis your premier platform for performance keywords. view to identify new and innovative opportunities to drive more qualified site traffic that converts. For more information, visit: www.   SES • March 2012 {London}
  • 18. SEO focusIs Your Site Viable for Search?Ensure that your new site performs for SEO with these sure-fire Rob ChantW    e’ve been seeing a lot of nay- comparable (e.g., a knowledge base or news pictures of successful businesspeople shak-   saying, contradictory advice, feed). You have to be able to add new pages ing hands.    doom, gloom, and controversy in as often as you like. A site that remains static the SEO community, especially is not viable for search. Be Sociablewhen Google releases a major update. All Of course, the caveat here is that your The web is no longer a closed-off collection ofof this noise can be hard for full-time SEO content has to be both high quality and com- small communities. People expect to be ablepractitioners to follow, let alone beginners pletely unique. Churning out puff is not the to share content and respond to it, whereveror business owners who need to understand answer. Your writing needs to be clear and they find it, and this goes for your site, too.what they are buying into. jargon-free. Make your content easy for people to share However, SEO at its core is very simple, on Facebook, Google+, Twitter and other net-and it starts with your website itself. So how Web sites work when you works that fit your niche. More importantly,do you make sure that your brand-new site work on them. Schedule create the kind of content that they’ll wantis viable for search? to interact with and share in the first place. time with your site at least It should also go without saying—makeGet It Out There once per week, whether it easy for people to contact you. SomeIt is very tempting to postpone the launch this means adding new people prefer forms, others like email, anduntil your site is “perfect.” Developers are content, improving old, still others tend to pick up the phone. Makenotorious for this, constantly tweaking and all these options available and obvious on testing functionality, ornever releasing. The bottom line is that your site—and, crucially, make sure that allsomething is better than nothing. Despite improving the design. of your forms are easy to use and actuallythe uncertainty about how or whether work! Test them frequently.Google gives a benefit to older domains, it’s Design Mattersclear that the sooner you have content in There’s a lot of debate as to how much Conclusionfront of Google, the better. Google looks at a site’s design for ranking This may all sound rather daunting, but it A straightforward tactic is just to run with purposes, although there is little doubt that becomes easier when you stop thinking ofa simple WordPress (or equivalent) install design is now a factor. Google definitely ana- developing a site as a monolithic effort andwhile your all-singing, all-dancing web site lyzes a page’s structure, looking for sites that start thinking in terms of having a site thatis under development. This way, by the time are too spammy or advertising heavy, and can grow and develop as you need it to. Youryou launch properly, you will have already their human search quality raters can’t help web site isn’t a static object; it’s not like abuilt traffic and a history with Google. You but take design into account, whether they brochure that is printed once and forgotten.can even create your full website with Word- mean to or not. Web sites work when you work on them.Press, making the transition from your tem- However, regardless of how Google Schedule time with your site at least onceporary site to the full one relatively painless. treats it directly, design still matters. Why? per week, whether this means adding newYou can release early and keep adding to it. Because rankings ultimately boil down to content, improving old, testing functionality, social factors: links and shares. Who wants or improving the design.Content, Content, and More Content to link to an ugly, cluttered site that looksContent is the keystone of any SEO effort— like it was designed in 1994? Who wants to Rob Chant has been working asindeed, of almost any web marketing effort. share it with their friends? a freelancer on the web in oneGoogle loves lots of content, especially text, There’s no need to be intimidated. Just form or another for about 10and you need content to engage with your to be clear, we’re not talking about stun- years, first as a designer andvisitors. A site with just a few pages, even for ning, award-winning design. The big boys developer and more recently inthe smallest of organizations, really doesn’t can afford that; most small businesses can’t. SEO. He now runs a web mar-cut it for search any more. What we are talking about is clean, simple keting company focused on delivering SEO and There are many ways to generate content design, with original graphics and plenty related services to small businesses. His experi-on a frequent basis, but the easiest struc- of room for well-spaced, readable text—no ence with both designing and building web sitesturing is blogging. If you’re having a new tiny 11-pixel-high text in a narrow column; gives him extra insight into the SEO built, ask your developer to include no jumble and clutter of advertisementsa blogging facility or something closely and call-out boxes; and definitely no generic • SES   17
  • 19. focus COVER STORY/ MARKETING INSIGHTSSearch Marketing and Social Mediain Regulated IndustriesDespite the complexity, companies can stay within the “compliance envelope”by being proactive in their marketing.Aby Augustine Fou s more and more companies in heavily use of screen readers, for example. Compa- write negative comments about their drugs   regulated industries search for cost nies in healthcare and insurance need to or mention on social networks that they got    savings, greater efficiencies for ensure that their technology infrastructure, sick from the drugs (i.e., “adverse events”)?    dollars spent, and better matches record-keeping, and privacy policies are com- Are companies obliged to monitor the entire     with modern sources of infor- pliant with the Health Insurance Portability Internet or all social networks, blogs, andmation, they are aggressively shifting dol- and Accountability Act of 1996 (HIPAA). forums, and report all mentions of adverselars from traditional advertising to digital Public companies are subject to Sarbanes- events related to their products? And howand social media. These industries—which Oxley and the associated requirements for could they possibly do so in the stipulatedinclude pharmaceuticals and healthcare, disclosures, internal controls, and account- 72 hours?financial services and insurance, alcohol and ability. Pharmaceutical and healthcare com- Finally, what are the rules governing thetobacco, and those that service government panies must also abide by the FDA’s require- new forms of personally identifiable infor-entities—have regulations that govern their ments for “adverse event reporting” and mation (PII) disclosed in digital and socialmarketing and communications, especially other regulations that govern the adequate channels—for example, the history of whatones aimed at large numbers of consumers. disclosure of safety and warning informa- sites individuals visited, the “social graph”Compliance has always been a necessary tion, the presentation of “fair” and “balanced” of their connected friends, and what theyextra step in doing marketing. Now, in digi- information about prescription drugs and searched for online—and how companies tal and social media, where customers’ medical device, and what can or cannot be can use this PII to better target customers actions, conversations, and feed- said or claimed about products (i.e., approved with marketing messages? Because the FDA back are visible and recorded language only). has not published any definitive guidelines publicly, these companies or interpretations for these new marketing have the additional task of Issues and Challenges for Marketers scenarios, companies are forced to assess figuring out which regu- Why are these regulations and requirements and interpret these scenarios themselves lations apply, and how. challenging for marketers in digital, search, and act according to the level of acceptable and social channels? The laws themselves risk. However, many companies have taken Some Regulations are not new, but the interpretation of how the wait-and-see approach and deferred any of Concern to apply them is. In traditional forms of action in these new and essential marketing It’s not just one regulation advertising, the guidelines are well estab- channels. or law that has yet to be lished—for example, in TV commercials for interpreted for two-way digi- drugs, companies must refer customers to Ways to Stay Compliant tal channels, but many, and the corresponding print ad in a magazine for Here are a few examples of ways companies some are easier to apply than further details. When advertising a product in these regulated industries can use digital, others. For example, sites on a website, companies must link to the search, and social media marketing tech- created by companies prescribing information (PI), which has all niques right now, while staying within the and agencies serving of the required details about dosage, side “compliance envelope”: government entities effects, adverse interactions, black-box warn- must be “508 com- ings, etc. 1. Social Media Listening. Marketers can pliant,” meaning But what happens when companies run treat social media channels as venues that they must search ads on Google or display ads on for continuous listening rather than as be accessible to Facebook? How should they present warn- places where they can push more ads. people with ings and side-effect information, given the Because more people are having more disabilities— extreme space constraints of the ads them- online conversations more often, social through the selves? What should firms do when people media venues are rich sources of new18   SES • March 2012 {London}
  • 20. COVER STORY/ MARKETING INSIGHTS focus insights that cannot be gleaned from 3. Digital Analytics. The online and digital traditional forms of market research technologies are inherently two-way The FDA’s Four Adverse Event like surveys or focus groups. Further- and also precisely measurable. As users Reporting Criteria more, in some cases these conversa- take actions on websites, the detailed tions have been archived for years, giv- analytics can reveal what they are look- 1. Identifiable Patient. The post ing advertisers a historic perspective on ing for, whether they found it, and how it contains information sufficient particular topics. impacts their purchase decision. Market- to believe a specific patient was ers in heavily regulated industries have involved, such as “I experienced”2. Search as Research. Marketers can use many pre-approved assets and pieces of or “my brother experienced,” search as a form of research rather content. If they put such content on the but did not contain general than as just another way to drive more website or repurpose it for use on mobile statements such as “many people.” traffic to their websites. Insights from devices (e.g., eDetailing on iPads), then search volume over time, or what peo- the way physicians use the information 2. Identifiable Reporter. The post ple are seeking from related searches, can be seen in the analytics. contains sufficient information will allow marketers to use search as to follow up with the reporting research to collect new insights con- Dr. Augustine Fou is the found- person, such as an email address, tinuously. By not pushing out more ads er of Marketing Science Con- telephone number, or physical at people, but rather studying how users sulting Group, Inc., and a digital address. look for information online, advertisers strategy advisor to marketing can better tailor their marketing activi- executives and global brands. 3. Specific Medication. The post ties and positively impact content cre- He also teaches executive mentions a specific medication by ation, site optimization, and updates to courses on digital strategy and integrated mar- brand or the chemical name of a marketing messages. keting at Rutgers University at the Center for medication where that compound Management Development. is unique to one specific brand. 4. Adverse Event. The post describes Session Track: Search in Regulated Industries a reaction that a “reasonable SES New York, Day Two—Wednesday, March 21 person” would consider an Hilton New York adverse experience such as death, hospitalization, vomiting, or 9:45–10:45am Search Marketing & Social Media for swelling, or a side effect that is Regulated Industries not known or expected with the 11:15–12:15pm Legal Considerations for Search & Social medication. in Regulated Industries 4:00–5:00pm Search & Social Media Tactics for Regulated Industries Visit for complete information. Register • SES   19
  • 21. focus MEDIA PLANNINGThe Crawl, Walk, Run of Digital CreativeInvest effort in creative optimization to achieve the highest performance from your Sarah LockwoodT here is no doubt that the past several years have seen significant changes and advancements in online adver- tising. The creative ad unit, however,has fallen behind, still looking a lot like it Figure 1. AT&T banner that appeared on HotWire in 1994..did back in 1994 when the first banner forAT&T’s “You Will” campaign appeared on convince users that the landing page will Creative in DisplayHotWired (Figure 1). speak directly to their expressed need or The user experience for display begins with In the display media landscape, less search terms. The search landing page has a the display ad unit (the first creative) andthan 5% of companies specialize in creative lot of work to do (more than the display land- follows through to the display landing pageoptimization, according to LUMA Partners ing page in that it has two audiences—the (the second creative). The role of the displayLLC (Figure 2). Yet creative is often the area search engine and the site visitor). It must creative is to set an expectation with the userwhere the most potential for improvement contain appropriate keywords and support and draw the click; the role of the displayexists, and where a relatively small invest- a high quality score, and must provide rele- landing page is to expound on the valuement can yield enormous returns. vant content based on the search event while propositions and drive the conversion event. Why is the disregard of creative optimi- driving conversion. When you are planning campaigns, therezation this pervasive? I believe that digital When you are managing search cam- is a huge opportunity to build a plan for cre-marketers today have become so comfortable paigns, you should consider creating specific ative testing and optimization. Simple A/Bin the safe cocoon of excel spreadsheets that search landing pages for your most critical tests for messaging, call to action, and imag-they have largely or completely left what ad groups, and perhaps most of your ad ery are things that we know we should do,they perceive to be the scary, intuitive cre- groups. If you are guilty of driving a great but they often fall to the wayside in everydayative to others. Both search and display mar- deal of search traffic to your home page, I’d practice. Setting the expectation, internallyketers consider the creative a deliverable (a encourage you to create a test plan and find or with the client, that there will be mul-banner to traffic or a URL to link to), not an out if you can ring more conversion from tiple display ad creative and landing pageelement with which they should be involved. your campaigns by creating specific, conver- iterations rightly demonstrates a full view We as digital marketers should reconsider sion-oriented landing pages. It should also of optimization.this orientation to creative and concern our- be noted that in addition to more conver-selves with the entire user experience. This sion, this effort can result in greater spend Where to Startmeans participating in creative conversa- efficiency in your campaign, by improving Step 1: Learn to Crawl. It is important totions and seeking ad units and landing pages quality score. understand that display creative must followthat push the audience through the consid- some basic rules, rules that have changederation cycle. We should approach creativeoptimization with a test-and-learn attitude,create creative test plans for each of our cam-paigns, and follow through on them with the Why Doesn’t Anyone Care about the Creative Anymore?same diligence that we apply to other opti- SES New York, Day Two—Wednesday, March 21, 11:15-12:15pmmization efforts. In the end, we come back Hilton New Yorkto our comfort zone: creative does becomeobjectively measured, and we can drive bet- The panel will debate the role that creative plays today, looking at both sides of theter and better click through and conversion argument. Is campaign success dependent on a thousand versions of a banner, eachfor ourselves and our clients. optimized to the single pixel, or is the overall message still the key to success?Creative in Search Moderator:The user experience for search begins with •• Dax Hamman, Chief Revenue Officer, Changothe ad copy and even the URL (which we’ll Speakers: Registercall the first creative) and follows through •• Jon Aizen, Director of Display Initiative, Yahoo!to the search landing page (the second cre- •• Sarah Lockwood, VP, Creative, Booyah Advertisingative). In this case, the first creative must20   SES • March 2012 {London}
  • 22. MEDIA PLANNING focusFIgure 2..very little since that first banner. You can’t placement on your media plan not only looks the creative together on an impression-by-go wrong by following the IAB’s guide- different but also speaks to an audience that impression basis, machine learning allowslines for creative development. If you don’t has a unique intent from the other place- the best combination of the elements to beconform to these standards, publishers may ments. Take the time to study your place- served in the ad depending on the individualreject your ads, causing campaign delays or ments and develop a first creative that is viewing it. Click-through rates for dynamicwasted media dollars. appropriate for the environment. creative are significantly higher (Tumri Next, understand the role the first cre- If it is a named site buy, take the oppor- has case studies showing dynamic creativeative has with the second. Studies have tunity to ensure that the first creative will achieving 900% increases in click-throughshown that if individuals click an ad and do stand out. If it is a behavioral buy where the rates over static ads). At the same time, costsnot feel that they have arrived on the site placements can vary, then ensure the mes- per action can be significantly decreased.they were expecting, the conversion rate will sage is offering an appropriate behavior for A number of companies (Tumri, PointRoll,be much lower. Even worse, many of these that audience. Teracent, and others) provide the infrastruc-clickers will simply abandon your site. Make ture to do this across a number of buys, andsure there is consistency in both the mes- Step 3: Run with It. The term “dynamic cre- will facilitate very granular optimizationsage and appearance. ative” is thrown around a lot but often mis- using your own creative templates. These understood. The goal is to present a mes- companies generally charge on a cost-per-Step 2: Begin to Walk. If the size of your sage that is most relevant to the individual thousand basis. Some are taking it fur-campaigns allows the budget, look beyond seeing it. Dynamic creative is really multi- ther, coupling search retargeting data withblanket messaging and understand that each variate testing. By combining elements of dynamic creative to actually populate the ad • SES   21
  • 23. focus MEDIA PLANNING A. In this image test, which test won? (Answer at bottom of page.) B. In this button test, which test won? (Answer at bottom of page.)Figure 3. Tests from with the exact search term that the visi- Conclusion exceeding anything secondary optimizationtor typed into Google. Chango provides such Chances are that you’ve poured hours and efforts focused on the media buy can achieve.a service, and they include dynamic creative hours of optimization effort into the mediain their fees. side of your buy. Each bit of effort in the same Sarah Lockwood leads creative area will have less and less impact. Only by services at Booyah Online Ad-The Benefits Will Be Significant investing effort in creative optimization will vertising, a full-service agencyKnowing what to test and change can be hard you achieve the highest performance from that specializes in all thingsat first, but there are some great resources your campaign. Savvy digital marketers will digital. She provides creativeto help you train your thinking, my favorite include creative test planning and imple- strategy and manages the an-being The site shows mentation in all search and display cam- nual creative production of thousands of innova-real A/B tests and asks you to judge the per- paigns, as it is clear that thoughtful creative tive ad units for desktop, tablet, video, and mobileformance (see Figure 3). optimization can make top-line differences campaigns for direct response and branding initiatives.Answers:A. The image of the older man drove 28% more form submissions.B. “Go to Payment Options” drove 87.5% more click-throughs.22   SES • March 2012 {London}
  • 24. MEDIA PLANNING focusPinterest—Should Marketers Care?What those in the emerging technology and social marketing industry think about the value of Jessica RichardsT here is another new social property start seeing very interesting pictures (without knowing it), while others will try to vying for consumer attention: Pinter- develop of consumers’ wants and needs. do so without flushing out the true essence est. As advertisers, we immediately of “who they are,” “who consumers think start salivating when we hear about Consumers are telling brands what they they,” “who they want to be,” and “what con-the user growth (11.7 million users as of Jan- would like to have now or someday. For sumers want them to be.” My recommenda-uary) and consumer engagement. It seems savvy brands, I think that Pinterest gives tion would be to listen first and enter it’s hard to keep track of all the new play- them a great opportunity to listen, sup-ers, but Pinterest should be hard for any mar- ply compelling content, and test the “The platform is built toketing professional to ignore. reactions. Most brands have something allow anyone to create a If you are one of the few who have not to learn from content on Pinterest.heard of it, there has been a ton of press montage of their digital life.recently—on TechCrunch, Mashable, and —Micah Nyatsambo, director of emerging I can build boards on theThe Wall Street Journal, for example. technology, Havas Digital things that matter to me.… Pinterest is a virtual bulletin board orscrapbook, if you will. The technology allows I think Pinterest is possibly the single Consumers are tellingusers to pin links and images to boards orga- most important new platform to emerge brands what they wouldnized against their likes, lifestyle, and inter- in the last 12–18 months because it so like to have now orests. Think of a more advanced approach to obviously has such a direct impact onsocial bookmarking, with capabilities above brands and commerce. The interesting someday. For savvy brands,and beyond that of Delicious. Of note, the aspect is how brands use it, which is very, I think that Pinterest givesaudience still skews very female (approxi- very editorial, giving them a creative way them a great opportunitymately 80 percent). of inspiring consumers. to listen, supply compelling In an effort to wrap my head around theopportunity, I spoke with some of my agency Brands need to think laterally, very cre- content, and test thecontacts who focus on emerging technology atively—it shouldn’t be a simple ‘here’s reactions. Most brandsand social/experiential marketing. What I our products’ board but a contextual dis- have something to learnwas trying to understand is what it means for play of the lifestyle and inspirations that from content on Pinterest.”a marketer and if a brand should be focusing their consumers can use.their efforts in this space, at this time. Here —Micah Nyatsambo,are some solid quotes that appropriately —Greg James, managing director, Cake Group director of emergingsummarized the Pinterest opportunity: technology, Havas Digital From what I have gathered, the untapped I am afraid of Pinterest but in a good listening opportunity is the most appealing way. As a consumer, I am afraid of the aspect to me as a media professional. The Aside from very relevant retailers and time that it would take me to build out insights I can build about who my consum- communities (fashion, crafts), I think the my boards. The site has the uncanny abil- ers are, what they are interested in, and even prospect of Pinterest satisfying a direct ity of being able to kill time faster than how they feel about specific products in their sales or business goal immediately will be Zynga.… lives will be unmatched in the short term. unlikely. The true opportunity is brand pres- I am sure that, as Twitter and Facebook ence and the ever-increasing opportunity for The platform is built to allow anyone to before it, Pinterest will look to monetize consumers to tell you what they want. create a montage of their digital life. I can through advertising. My personal hope is build boards on the things that matter to that it will not be in a way that demeans the As an account director for Me- me. I started collecting cars that I would current quality and ingenuity of the platform. dia Contacts in New York, the love to have some day. A home theater The true opportunity will be in the market- interactive division of Havas setup that would be ideal for me and a er’s ability to provide meaningful content Media, Jessica Richards is re- board highlighting what my daughter that represents the attributes of their brand sponsible for strategy develop- has been up to lately and many more. and culture—in an unobtrusive manner. ment and media plan execu- Multiply this by lots of people and you Some will already be doing this naturally tion across a variety of clients and industries. • SES   23
  • 25. focus SEOGet It Right, Before the LaunchA Checklist for Your Next Redesign and Migrationby Jessica BowmanR edesigns are challenging, especially Contribute to the Wireframes □□ Are they working, or do you continue for an SEO team at a company that Invest the time with designers at the begin- to have challenges on every project? has not yet done a website migra- ning of the design phase to ensure that pages tion with SEO properly integrated are designed with SEO best practices in mind. Ensure That the CMS Will Beinto every facet of the project. Doing it right Make sure that the designs presented to the Search-Engine Friendlyis worth the investment and will reap mas- project team are SEO approved so that no Vet the platform and integration vendor thor-sive rewards. one gets married to a design that isn’t search- oughly. Make sure that you understand all To help guide you through the landmines, engine friendly. of the functionality and inherent SEO risks.I offer a few tips based on the misses I’ve Questions: Define specific SEO requirements for the CMSseen when auditing SEO programs and work- □□ Do the designs have functionality that and talk with the vendor about them beforeing on redesign projects. Redesigns are not generates special SEO requirements? you sign (many CMS systems are not search-easy; the level of effort for the SEO team is □□ Is there any functionality at risk of engine friendly out of the box). In particular,underestimated by both managers and the not being seen by search engines? ask about customizing and pattern definingSEO team because they do not realize how □□ Is there anything that SEO needs title tags, meta descriptions, and URLs.ingrained in the process SEO needs to be. added to the design to make it Questions: optimal for SEO? □□ What needs to happen in the CMS?Train the Project Team □□ Is there enough body copy? □□ Which SEO requirements areBringing in a firm to do SEO training before a □□ What notations or direction for addressed in the quote price versusredesign project is valuable because it brings developers should be added to the what will be a custom build?SEO concepts to the forefront, and a good wireframes? □□ Which SEO requirements are nottrainer knows how to get the team think- feasible with this platform?ing about both SEO concepts and different Make the New Information Architectureapproaches in the upcoming redesign project. Keyword Driven (at Least a Little): Define Search-Engine Friendly URLsTraining doesn’t have to be a full day; adjust Work with the person or team defining the Work with development to understand sys-the scope to the size of the knowledge gaps. information architecture and taxonomy. tem URL needs, then suggest a proposed Questions to ask yourself: Ensure that the content is semantically SEO-friendly version of the URL. Watch for □□ Does the team know everything they defined and aligned. parameters, tracking codes, and other com- need to know for a successful launch Questions: mon URL challenges in terms of SEO? □□ Can the information architecture and Questions: □□ What does the team need to learn, taxonomy be improved in a way that □□ What technical elements need to be and can in-house staff teach it or do gives better keyword alignment? in the URL? you need to hire someone? □□ Has internal linking changed? Is SEO □□ Will tracking codes ever be in the “link juice” most strategically passed? URL (even with cookies turned off)?Redefine the Keyword Strategy □□ What is the worst-case-scenario URLOverhaul (or create) your targeted keyword Write the SEO Requirements (the longest and most complex)?list before the redesign and site migration, Here’s one of biggest mistakes I’ve seenso that the keyword strategies are consistent when auditing in-house SEO: the SEO gives a Define a URL Migration Planwith the goals of the new site, and the new few SEO requirements verbally in a meeting, Define the current information architec-site has what is needed to rank high for pri- then says “make it search-engine friendly.” ture and map that against the redesignedmary keywords. The problem is that most people do not know site. Focus on strategically passing all page Questions: what “search-engine friendly” means. To put values throughout the new website, with □□ Will the types of audience change? it into perspective, the baseline SEO require- emphasis on semantic alignments. □□ Will content change? ments that we send to project teams contain Question: □□ Will new content need to be added? over 160 items. □□ What are the URLs currently on the □□ Will the information architecture Questions: site and where would their value be change? □□ Are you writing your own SEO best placed on the new site? requirements? □□ How thorough are they? continues on page 2624   SES • March 2012 {London}
  • 26. SOCIAL MEDIA focus4 Unique Approaches for Measuring Social Media ROIA look at the creative ways to measure (or at least validate) your social media Krista NeherC alculating ROI in social media is based on reach or how many people are the value of the website traffic earned a hot topic. As companies have exposed to the message, but in social through social media. rushed into the elusive social media media, the message can range from For example: marketing gold mine, many are left positive to negative and from passivetrying to figure out if all the time and effort to highly involved, making it difficult to A Facebook ad for your target costs $2are paying off. determine the value of each impression. per click. The problem is that social media is You received 500 unique visitors toextremely difficult to measure. In a former These are only a few of the challenges your website from your Facebooklife, I worked as a financial analyst at P&G, that you may face as a part of your social marketing.and a big part of my job was to measure the media marketing measurement. That traffic is worth 500 visitors x $2 =ROI of our different marketing efforts. In cal- $1,000.culating the return on traditional media, we Creative Ways to Measure (or at Leastoften found that we couldn’t exactly calculate Validate) Your Social Media Efforts Using the paid value of the traffic is a wayeverything, so we resorted to some creative Measuring ROI isn’t always an exact science to approximate the value of the traffic. Thereapproaches. (unless you have a large measurement bud- are many differences between the quality of There are many challenges to measuring get based on complex modeling), but there traffic that comes from paid advertising ver-the return from social media: are some approaches to measurement that sus organic social media, but it can be used can at least validate your efforts. as an approximation. •• The volume of social media activity isn’t always related to social media efforts. A 1. The value of a customer-backward math. One 3. Lost customer value. Many customers who provocative television spot or a new approach that may help validate social media have had a bad experience with a business product launch can generate social efforts is to use backward math to determine take to Facebook or Twitter to vent about media mentions that aren’t related to if your social media efforts are likely to be their experiences. This provides an oppor- your specific social media efforts. profitable. The first step is to understand the tunity for businesses to seek out customer lifetime value of a customer—not what one complaints and respond to them. •• The value of social media is more than purchase is worth, but the total profit of pur- Similar to the backward math used in just marketing and can involve product chases that an average customer makes over the first approach, this approach looks at research, customer service, public the entire time that he or she does business how many customers were not lost because relations, and consumer research. All of with you. of social media and is based on the lifetime these benefits can’t easily be tied back value of the customer. to a sales number. Costs/lifetime value of one customer = # of new customers acquired in social Lifetime value of the customer x 0.5 (to •• Even what we can count isn’t always media for neutral ROI. account for the portion that the customer accurate. When measuring online, we has already spent with the company) = $$ often look at the last click that led For example, if a new customer is worth not lost because of social media. someone to our website, and brands $1,000 in profits over his or her lifetime and will look at traffic and possibly sales I spend $5,000 in social media per month, I But the value doesn’t stop there. Angry generated from social media sites. The would need to acquire five new customers customers have an amplification factor, problem is that we know in marketing through my social media activities for it to which means that they tell others about their that it takes up to seven touch points pay out. experience and cost you customers. Pete to build a brand impression, and only Blackshaw wrote the book Satisfied Custom- attributing the last click minimizes the 2. Paid value of traffic. Social media often drives ers Tell 3 Friends, Angry Customers Tell 3,000 role that other marketing tools played. traffic back to your website. One creative way about this principle. to look at the value from social media is to If you’re able to satisfy an angry customer, •• Traditional metrics of reach don’t work consider what that traffic would have cost if it you’re probably also gaining additional new well because the quality of impressions had been acquired by running ads. customers (or not losing additional ones) by on social media sites can be very This method is based on using the pay per different. We measure traditional media click market value of traffic to approximate continues on page 26 • SES   25
  • 27. focus SOCIAL MEDIAGet It Right, Before the Launch continued from page 24 content contained in the original URL; and □□ What needs to go into the QA testing design the page in a way to gracefully dis- checklist?Conduct SEO Code Checks play promotions such as free shipping that □□ How can SEO get more than a fewFew SEOs are technical enough to conduct would encourage the user to take the extra days before launch to test, so thereproper SEO code checks; as a result, they time to find the right page. is time to make technical changes?rarely think of checks, let alone execute them. Questions:You can fix many issues during the develop- □□ What could go on our 404 page that Set up a Monitoring Planment phase if you add code checks to the would cause the user to continue Before launch, put everything in place toproject plan. If you do not have the skills to looking on our site? monitor the migration’s progress from ando this in house, it’s worth outsourcing (at □□ What are other sites doing that we SEO standpoint, looking for any signals thatthe very least for the most important tem- can learn from (both positive and indicate an SEO problem to fix.plates on the site). negative examples)? Questions: Questions: □□ What needs to be set up before □□ Do we have the technical skills to do QA Test the Site before launch? an SEO code check? Launch, Thoroughly □□ Who will monitor it? □□ Have SEO code checks been added to Too many SEOs either do not QA test a web- □□ Do they know what to look for, how the project plan? site, or do a spot-check rather than a proper to spot red flags in the data, and what and systematic check. If a site takes months actions to take?Improve the 404 Page to code, a proper QA test will take severalThere is a good chance that people will hit hours and maybe a couple of days. It’s worth Jessica Bowman, CEO of SEOin-the 404 page from a search engine after a investing the time to find and fix issues, is a leading advo-redesign, so make sure that it drives people before the launch. cate for in-house SEO and isinto the site rather than to the back button. Questions: known for creating innovative,Some ideas are to link to main sections of □□ Are we doing QA testing system- advanced, sustainable, and scal-the website; customize the content based on atically? able in-house SEO programs.4 Unique Approaches for Measuring Social Media ROI continued from page 25 it to what you might pay for that reach can on a social network, their interaction gives help justify your social media efforts. you reach with their connections as well.limiting the angry-customer effect. Based Many assume the reach is as simple ason your type of business, you can create an looking at the number of fans/friends/fol- Brand reach = number of followers xestimate of what the angry customer effect lowers you have, but it’s much more compli- number of posts x 5 percent actuallycould cost you. It may be two customers or cated. The key to understanding reach is to seeing posts.20 customers. first estimate your true organic reach from Social network amplification = number your fans. of interactions x average number of Value of not losing customers = the num- Many think that this is simply the num- followers x 20 percent actually seeing ber of customers not lost in the angry ber of followers they have, but it’s probably posts. customer effect x the lifetime value of a somewhere between 5 percent and 20 per- Value = total reach x cost per impression customer x the number of formerly angry cent of your followers, depending on your of other media. customers each month. engagement levels. Facebook shows impres- sions in page analytics, which is a good way Krista Neher is the 4. Probable reach. Reach is one of the to determine reach, and on Twitter it might author of the bestsellingoldest measures of marketing and it’s how be 20 percent or less of your followers. Social Media Field Guide,traditional marketing is typically judged. The value doesn’t stop there. When oth- an international speaker,Reach is the number of people who have ers interact with your brand, they are also and currently CEO ofbeen exposed to your brand. In the introduc- providing brand impressions to the people Boot Camp Digital,tion I talked about the difficulties of using that they are connected with. This means which is a leading provider of socialthis metric for social media. That being said, that when people interact with your brand media marketing training and consultingunderstanding your reach and comparing solutions.26   SES • March 2012 {London}
  • 28. Download the app or visit sessionsNew Topics at SESDownload the app or visit for complete agenda and session descriptions.Day 1—Tuesday, March 20 Speaker: Paul Cushman, Senior Director,1:15–2:15pm Mobile Sales Strategy, Yahoo!SO/LO/MO TrackThe Psychology of Social Commerce(Do Not Be Afraid!) Speaker: Marita Scarfi, CEO, Organic, Inc.To market effectively in today’s social commerce world, you mustunderstand how your potential customers are behaving online. Howwell do they see and understand your product information? Justhow important are those online product reviews? How do social Day 2—Wednesday, March 21rules and subconscious needs figure into the mix? How do the buy-ing habits of family and friends influence potential buyers? What 11:15–12:15pmexplains the popularity of the discount member sites? How do you SEO Trackovercome the repeat “trusted brand” purchase? How do you capital- Anatomy of the Perfect Landing Page:ize on the consumer trend of sharing good deals within the com- Design Elements Exposedmunity? It sounds like a lot to cover, but in this jam-packed session Landing pages have become an important part of the marketer’syou will have all of this demystified for you by our esteemed panel toolbox. To create effective landing pages, you should understandof social commerce experts! the anatomy of a landing page and make it a part of your landing page and optimization framework. Bryan Eisenberg, who has opti- Speaker: Chad Childress, Senior Consultant, mized thousands of landing pages over the years, will reveal a sim- Crown Partners ple framework for understanding the ten key elements of a landing page and where and how you can use landing pages effectively and efficiently. You’ll also learn his three-step formula for making each Speaker: Michael Mothner, Founder & CEO, of your key landing page elements perform the way it should. Wpromote Inc. Solo presentation by: Bryan Eisenberg, SES Advisory Board; New York Times Speaker: Dana Todd, Vice President of Performance Bestselling Author, Innovation, Performics 11:15–12:15pm Accelerator Track1:15–2:15pm Why Doesn’t Anyone CareAccelerator Track about the Creative Anymore?Tablet Display Advertising: In this new world of exchange traded media, where impressions areChallenges and Opportunities cheap and context is forgotten, the execution of the creative mes-With the launch of the iPad 2 and a suite of Android tablets, it is sages has evolved from the central role into just another data pointsafe to say that tablet display advertising offers marketers a very to be optimized. The panel will debate the role that creative playsunique and totally new medium of mobile engagement with con- today, looking at both sides of the argument. Is campaign successsumers. Given the rapid growth in the use of tablets, advertisers dependent on a thousand versions of a banner, each optimized towould be wise to incorporate tablet advertising into their market- the single pixel, or is the overall message still the key to success?ing plans. But tablet advertising is not without its challenges. Whatis the best way to deal with these new advertising platforms and Moderator: Dax Hamman, Chief Revenue Officer,networks in this post-PC medium? In this session we will address Changosolutions to these and other challenges in this new and burgeoningmarketplace. Speaker: Jon Aizen, Director of Display Initiative, Moderator: Heidi Cohen, President, Yahoo! Riverside Marketing Strategies continues on page 28 • SES   27
  • 29. sessions SES London | March 19–23, 2012 | hosted byNew Topics at SES (Cont’d)Download the app or visit for complete agenda and session descriptions. trends shifted in in-house expertise? What exposure to emerging Speaker: Sarah Lockwood, VP, Creative, trends and tools do in-house digital marketing employees get? Booyah Advertising Does agency statement or POV weigh more than that of an in- house digital marketer? Finally, the panel will debate the biggest question of all: when is it better for clients to use in-house talent4:00–5:00pm or an external agency?Accelerator TrackViewable Impressions: The Key to Online Media Moderator: Simon Heseltine, Director of SEO, AOL Inc.Performance through Smarter BuyingIn January, comScore released a study of 12 big brands in which31% of the 1.7 billion ad impressions sampled were never in view.Viewable media is one of the largest paradigm shifts facing the Speaker: Mitchell Cross, Director of Search Marketing,industry right now, permeating the very core of how media is Communication Media, Inc.planned, purchased, and optimized. New technologies are enablingreal-time solutions that are moving the digital world into the real-ity of fully trackable and accountable media. Speaker: Ulrich Gilot, VP, Search Marketing (SEO), Knowing which audiences view your ad, in which environment, Citi, NA Marketingand to what impact, is enabling marketers to make better decisions,validate metrics, and increase ROI. This new world order movesbeyond the “opportunity” to see an ad into the actualized effect. Speaker: Jennifer Rouillard, Managing Director, This panel is for anyone involved in agency or publisher deci- Epic Search Partnerssion making within display, video, mobile, social, and other CPMpurchased media. If you have ever wondered about the following, this panel is 1:00–2:00pmfor you: SO/LO/MO Track •• What counts as a ‘viewable impression’? Winning! Measuring Social Media Success •• What is the right pricing model for display media? So you’re tweeting daily, updating your Facebook status, and blog- •• What viewable media technologies exist and how do I ging on your website—maybe because you feel you need to, or implement? maybe because everyone else is doing it. But what value do these •• How do I know what ads are being seen? efforts bring you, and how do you measure the return you get? •• Should I pay for ads that aren’t seen? What’s the value of a fan or follower, and how do you know if you •• What does this mean for me as a buyer or publisher? should continue what you’re doing or switch up your strategy? Come to this session prepared to learn meaningful social mediaDay 3—Thursday, March 22 metrics, ways to measure your efforts, and tactics to refine your strategy.1:00–2:00pmSEO Track Moderator: Thom Craver, Web and DatabaseAgency vs. In-House SEO: What’s a Client to Do? Specialist, Saunders College (RIT)It’s an age-old question: should we hire an agency, or bring anexpert on staff? While it varies by the company and situation, bestpractices do exist for all clients to find the holy grail of search Speaker: Tami Dalley, Director, Analytics and Insights,success. Buddy Media Featuring experts from both sides, this panel discussion willtackle the stereotypes plaguing the profession, which often breakdown communication on both sides. Does the agency really always Speaker: Eli Goodman, Media Evangelist,know best or does the client bring more to the table? Does the best comScore, Inc.ROI come from having in-house search staff or are elusive savingsbest found by agencies? What must the client know to get the mostout of the agency’s performance? Speaker: Daniel Lemin, Consultant & Analyst, The discussion will also focus on new trends in agency rela- Social Studiotions and search staffing. How has recruiting changed? How have28   SES • March 2012 {London}
  • 30. Download the app or visit sessions1:00-2:00pm 2:15–3:15pmFilthy Linking Rich Track Spotlight SessionEnterprise Link Building Lords of the LinksDid you ever think that developing and executing a link build- They are the wizards, the sorcerers, the lords of the links. Theseing strategy for a large enterprise site is too daunting a task to are the magicians who make link magic happen. As Mike Grehaneven begin? Well if you break it up into your internal and exter- said in his often quoted and timeless 2004 article entitled “Filthynal strategies, you can chunk it into bite-sized pieces. Externally, Linking Rich,” “The richer you are with links pointing back toyou’d be surprised by what a rich landscape of existing links you your site, the richer you are likely to become in search market-already have—all you need to do is determine what your priori- ing terms.” In this lively panel, you will hear how these linkingties are and what links you already have, and try to fill in the key masters have made linking history and how you too can becomegaps. But you will need to accomplish this in a way that won’t a lord of the links. Find out how “the rich get richer!” Please note:get you into trouble with the engines and that takes advantage of This panel will be discussion linking to get your visitors to do some of the heavy liftingfor you. Internally, you probably have many links that are just Moderator: Loren Baker, VP of Businessnot right, so you may need to spend a bit more time fixing that Development, BlueGlass Interactive, Inc.situation. This session will guide you along the process and willprovide simple steps to get back on the right path to get the mostout of what links can contribute to your site performance and the Speaker: Dixon Jones, Marketing Director,tools you can use to get there. MajesticSEO Moderator: Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting Speaker: Wil Reynolds, Founder, SEER Interactive Speaker: Chris Bennett, President & Founder, 97th Floor Speaker: Marcus Tandler, CEO/Partner, Tandler.Doerje Speaker: Doug Platts, Senior Director, SEO, iCrossing Speaker: Lee M. Moore, Digital Marketing Program Mgr., Search, IBM • SES   29
  • 31. sessions SES London | March 19–23, 2012 | hosted bySessions New to SES New YorkDownload the app or visit for complete agenda and session descriptions.Day 1—Tuesday, March 20 Speaker: Suren Ter-Saakov, COO, SEOquake11:00–12:00pmSEO TrackThe Tools of the Trade for SEOIf you are responsible for your company’s search engine optimiza- Speaker: Matt Van Wagner, President, Find Me Fastertion, then you know that you need all of the various tools of yourtrade close at hand. This session will describe the tools that willhelp you to accomplish your tasks, including indexing; competitiveanalysis; diagnosing and remedying problems; page and site level 1:15–2:15pminformation; on-page optimization; and much more. Paid Search Track The Tools of the Trade for Paid Search Moderator: Thom Craver, Web and Database Specialist, The competition is fierce in paid search! From small in-house Saunders College (RIT) accounts to accounts with millions of keywords, it’s the new advances in SEM technology that could make the difference between success and failure. There are tools you could be using right now to Speaker: Duane Forrester, Senior Program Manager, help double your conversions, lower your costs, and save your team Bing hours of time every week. In this panel top paid-search-tool experts will showcase the very latest in bid management; campaign work- flow efficiencies; and what the future holds for the industry. Speaker: Todd Friesen, Director of SEO, Performics Moderator: Marc Poirier, Co-Founder & VP Marketing, Acquisio Speaker: T.R. Harrington, Chief Operating Officer, Darwin Marketing Speaker: Thomas Bindl, Founder & CEO, Refined Labs GmbH Speaker: Michael King, SEO Manager, Publicis Modem Speaker: Jeff Ferguson, CEO, Fang Digital11:00–12:00pmPaid Search Track 2:45–3:45pmPaid Search Competitive Analysis SEO TrackAn essential component of any search marketing plan is understand- SEO Competitive Analysising the strengths and weaknesses of your competitors. This knowl- Competitive analysis is one of the most important and informativeedge helps you comprehend what links to gain, ad prices to pay, components of an SEO strategy. Your competitors are a wealth ofcontent to offer, and customers to seek. In this session, we’ll take a free information. From determining which links are providing yourclose look at what tricks you can use with search engines to analyze competitors with the most value, to deciphering what their mostyour competitors’ game and also what free and premium tools are profitable keywords are, with the right systems in place you’ll beavailable to deep dive into their strategy. able to capitalize on their mistakes and learn from their successes. Moderator: Andrew Goodman, SES Advisory Board; Moderator: Richard Zwicky, Chairman, BlueGlass President, Page Zero Media Speaker: Stephanie Bailey, Client Manager, Adlucent Speaker: Rob Garner, Vice President, Strategy, iCrossing30   SES • March 2012 {London}
  • 32. Download the app or visit sessions Speaker: Kristjan Mar Hauksson, Founder, Speaker: Daren Gill, Chief Product Officer, Veveo Search & Online Comm., Nordic eMarketing Speaker: Marcus Tober, CTO, SearchMetrics Inc. Speaker: Brian Klais, Founder and Chief Strategist, Pure Oxygen Labs2:45–3:45pm Speaker: Adam Towvim, Vice President,Accelerator Track Business Development, JumptapProtecting High-Value Branded Search TermsOnline marketing executives from two successful ecommercecompanies will present case studies about going on the offensive 1:00–2:00pmto identify and stop illegal use of their companies’ brand search Paid Search Trackterms. These marketers ferreted out counterfeiters and affiliates Analytics for Paid Searchwho siphoned off traffic from PPC campaigns. In this session you In PPC, the job of an analyst is not to come up with obscure sta-will learn: tistical nuggets, or to nitpick on small points. Rather, the analyst •• How to reduce your PPC campaign cost by up to 40%. should be nimble, tightly aligned with business results, and capable •• How to increase new customer traffic. of moving smoothly between fine details and core business drivers. •• How to eliminate hundreds of illegal competitors. Which metrics are worth your time? What new tools and reports are useful? Which will waste your time? Is it time to step up your use Moderator: Richard Brown, Paid Search Director, iSpy of campaign automation? How can you build a better dashboard to Marketing help synthesize multiple campaign efforts? Moderator: Matt Van Wagner, President, Speaker: Alex Irvin, Online Programs Director, 1 800 Find Me Faster PetMeds Speaker: Andrew Goodman, SES Advisory Board; Speaker: Caroline Rolfe, Head of Online, Links of President, Page Zero Media London Speaker: Joseph Kerschbaum, Vice President,Day 3—Tuesday, March 22 Clix Marketing10:45–11:45amSO/LO/MO 2:15-3:15pmAdvanced Mobile Marketing Spotlight SessionJourney into the future as we review the latest mobile tools, tech- Advanced Keyword Modelingnology, and tactics for marketing. Get inspired from real-world case Google Instant’s and Bing’s intent-based results are creating a needstudies and Jetsons-style examples that demonstrate present-day for a new generation of keyword research, expansion, and model-opportunities, risks, costs, and implementation/learning curves. ing techniques. This session will offer ways to integrate data fromFrom HTML5 and mobile barcodes to augmented reality and loca- search, social, and traditional media to identify new opportunitiestion-based engagement, you’ll learn how to confidently approach and revenue streams.and integrate advanced mobile marketing tactics to drive and sup-port your business goals. Solo presentation by: Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting Moderator: Angie Schottmuller, Founder, Interactive Artisan • SES   31
  • 33. SES Conference & Expo is the leading global event series that educates professionals in search and social marketing,putting a special focus on tactics and best practices. SES Events provide instructions from the industry’s top experts,including representatives from the Search Engines themselves. World Tour – New York Berlin March - October  Shanghai Jakarta April - October  Toronto Chicago June - November - Beijing Singapore June  November  Sydney Mumbai July  December  San Francisco San Diego August - February  Hong Kong London September  February 