Exhibit Hall Hours: 10:30am – 7:00pm

Fundamentals Track
Introduction to Search Engine Marketing
Who are the major search engines? How can their editorial listings send you "natural" or "organic" traffic for free through search engine public relations or search engine optimization efforts? How can you purchase top rankings or placement through search engine advertising opportunities? This must-attend session for beginners provides an overview of key concepts.

Advanced Track
Creating Compelling Ads
Getting clicks on your paid listings can be a challenge. You need to compel the consumer to click through, yet your ad must also comply with editorial standards controlling what you can say and even the punctuation you can use. You also want the RIGHT type of click. Choose your words poorly, and the wrong audience will come, costing you money and offering no hope of conversion. This session looks at ways to get the right clicks.

Fundamental Track
Search Engine Friendly Design
How can you build a web site from the ground up that pleases both crawler-based search engines and your visitors? Discover how "search engine friendly" design can tap into free traffic from search engines. This session is especially suited for beginners who need an overview of important design issues to keep in mind.

Advanced Track
SEM Campaign & Project Management
Search marketing is more than managing bids on ads. A campaign may involve both organic and paid listings, perhaps with many different products, goals and participants. This session gives tips and techniques on managing the process and getting the most success out of your campaigns.

Fundamental Track
Buying Search Engine Advertising
Paid placement is a form of search engine advertising that provides a top ranking in return for payment. Every major search engine offers a paid placement program. Learn what's available in this session that is especially geared toward beginners, with details on programs from major providers and advice from advertisers.

Advanced Track
Meet The Crawlers
Representatives from major crawler-based search engines discuss their services and take questions from attendees.

Fundamental Track
Search Term Research & Targeting
The bedrock to success with search engines is understanding which search terms to target. Fail in that and your audience may never find you. This session covers ways to undertake search term research that is crucial to succeeding with your search engine marketing efforts, whether that be via free or paid listings. Toward the end of the session, volunteers from the audience will have their sites reviewed for search term research issues, if time allows.

Advanced Track
Multi-Country Campaign Management
Planning a search engine marketing campaign that covers Europe or other countries throughout the world requires different strategies than doing SEM for a single-country. Get tips and advice on how to proceed in an efficient, effective manner.

Fundamental Track
Linking Strategies
Effective linking is crucial, but linking strategies that once worked may not be the way to go today. This session will explore issues such as whether you should buy or sell links, how far is too far in optimizing your internal link structure, and if you operate a network of sites, can natural interlinking be perceived as link spam?

Advanced Track
Converting Visitors Into Buyers
Getting visitors to your web site is only half the battle. To be victorious, you need them to convert into customers by making purchases, signing up for services or fulfilling whatever are your goals. Learn about making this conversion. The latter part of the session takes volunteers from the audience and examines their web sites live to provide general feedback about changing them to improve visitor conversion.