The document outlines the agenda for a two-day search engine marketing workshop covering topics such as search engine optimization, pay-per-click advertising, analytics and return on investment measurement. The workshop will provide an overview of search engine marketing, explore dynamics like keyword research and website architecture, and delve into tactics for social media, mobile optimization, and reputation management. Sessions will include case studies and exercises while emphasizing opportunities in Asia.

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Draft Programme
Search Engine
Marketing Workshop
Optimising Social & Mobile Search for
Enhanced Branding & ROI
21 - 22 February 2011, Singapore
24 - 25 February 2011, Hong Kong
1. Overview of Search Engine Marketing (SEM)
• Competitive analysis of common search engines and their local Asian counterparts
• Asia’s search landscape snapshot: cultural/language differences, trends & opportunities
• Investigating businesses’ adoption of SEM and how it has benefited them
• Evaluating social media’s role in new search practices
• Establishing mobile search’s place in an integrated search platform
2. Dynamics of Search Engine Marketing
• How to be recognised as a substantial resource: creating depth of content and unique pages
• Leveraging on keyword research and accurate selection to conduct effective bid management
• Executing a solid website architecture that is search engine and user friendly
• Customer segmentation with SEM: targeting the right audience
3. Search Engine Optimisation (SEO)
• Key features to creating a search engine friendly site
• Tips and tricks to optimise for different search engines (Google, Yahoo, Bing, Baidu)
• Utilising link building to improve search standings through additional “link juice”
• Boosting result rankings with social media links as a targeted approach to customer acquisition
• Leveraging on blogs and social networks for increased brand visibility and traffic via viral content
• Crafting a campaign for B2B or B2C searches
4. Pay-Per-Click (PPC)
• What is PPC and how to generate the highest benefit out of your PPC campaign
• Analysing the difference in the use of PPC in social media and mobile platforms to determine
which works better for your business
• In-depth analysis on the effects and implications of PPC and CPC
• Preventing click frauds
• How to optimise a cost-effective PPC campaign
• PPC & SEO: how it affects your ROI
5. Boosting Conversion Rates
• From search to purchase: harnessing the power of engagement
• Attributing consumer conversion behaviour to different touch points and it’s effect on your online
marketing campaign
• Optimising advertising text and landing pages to attract and convince customers
• Custom attribution: warehousing each interaction with every visitor to analyse why people are
responding to your campaign
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Pacific Conferences Pte Ltd
5 Shenton Way, #26-08 UIC Building, Singapore 068808
Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg

2. CONFIDENTIAL, Page 2 of 2
6. Analytics & ROI
• Applying web analytics to monitor strategic KPIs and chart progress
• Determining effectiveness and ROI of your SEM campaign
[Extended • Assessing affordable tools and software to measure results
session] • Differentiating paid and unpaid web analytics solutions – which choice is for you?
• Google’s search personalisation: how to still be ranked highly in your target market’s search
• Learning how to implement Google Analytics to track conversion improvement from different
platforms
• Utilising search bid management tools to automate aggregation of PPC reports
• Post-campaign evaluation and tactics to turn around below average ROI
7. Optimising Mobile Search
• Choosing the correct mobile search solution for your needs
• Exploiting mobile application marketing for real-time mobile search
• Capitalising on different mobile operating systems and it’s search potential
• Leveraging on augmented reality for information and search tagging
• Ensuring your website is mobile compliant and mobile user-friendly
8. Online Branding & Reputation Management
• How to use SEM tactics to actively build and manage brand and corporate reputations
• Influencing brand perception by ensuring positive content about your brand features in searches
• Publishing positive reviews about your brand to increase search rankings
• Unifying social media profiles across the spectrum to portray one brand image
• Mitigating negative results in search engines
9. Managing & Maintaining SEM Activities
• Overcoming C-Suite hurdles to adopting SEM
• Budgeting and controlling the costs of an SEM campaign
• How to implement a cost efficient long-term SEM campaign
• Integrating of SEM with mobile searches and social media efforts cohesively
• Implementing SEO for regional / vernacular language sites
10. Outlook of SEM in Asia
• Current numbers and growth predictions in Asia, focusing on Singapore/Hong Kong & China
• Capitalising on trends in Asia
• Analysing failures and success stories in Asia
• The difference between search engines, mobile and social searches and how it impacts future
marketing strategies
* Workshop to be supported with Asian-based case studies and interactive exercises.
___________________________________________________________________________________________________________ 2
Pacific Conferences Pte Ltd
5 Shenton Way, #26-08 UIC Building, Singapore 068808
Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg