Day 2 – Conference

Track A
The Worst SEO Myths, Don'ts, and Scams
Whether it comes from a cold call, a spam email, or just misguided advice on a forum, there is some information that is just plain wrong. Other "tried and true" tactics are way out of date. Panelists address and debunk their biggest SEO pet peeves, and address your questions and comments in the Q&A.

Track B
What's Your Purple Cow Quotient? Differentiation and Positioning Workshop
Spending time and money on marketing a me-too concept can be self-defeating. Inspired by Seth Godin's book Purple Cow (and OK, Ries and Trout, and their own experiences creating products, services, and interfaces that stand out from the crowd), our panelists coach participants (that's you!) as to how they might position their offerings, ads, and sites to stand out from the crowd, and hopefully to become "top of mind" in their field. This workshop is about ideas and breaking out of your usual rut. "Think different!"

Track C
Perfecting Paid Listings
The top five providers of paid search programs now generate nearly $20 billion in annual revenue. That means these programs are enormously popular and used by advertisers of all sizes; half a million businesses or more. But these programs aren't "set and forget". There are many variables to test, in the context of an increasingly competitive auction. Experienced panelists provide their top tips for improving and measuring performance; finding bargains; testing creative; navigating platform quirks; and pumping up the volume.

Track A
Is Content Really King? Is SEO "BS"? White Hat Hotseat
"If my information is really relevant and unique, shouldn't search engines index it anyway? So why do I need SEO?" Panelists take a look at the 'radical white hat' strategy that has worked well for some, but they will also address holes in this concept, exploring why SEO strategy and tactics are needed help companies avoid serious errors and reach a wider audience.

Track B
Search Advertising Clinic
This clinic will examine actual ads and landing pages offered up by volunteers from the audience, suggesting changes that may improve clickthrough and conversion. Come with a thick skin and an open heart and your bottom line will be sure to thank you!

Track C
Are You Findable? Relevancy and the "Big Picture"
Panelists will encourage marketers to move outside their usual comfort zones, whether this be paid or organic search or something else entirely, and to go through a comprehensive audit or review of where and how their companies "show up" online. Micro (eg. how do my titles and descriptions look to users in organic Google?) and macro (should I be using shopping engines, Google Base, etc.?) level dilemmas will be analyzed. In addition, we'll look at the way in which paid listings programs seem to have a redoubled focus on relevancy and editorial review these days (with "quality scores" and "quality indexes"), and how this sets search engine companies apart from traditional media when it comes to the media buying process.

Track A
Linking Campaigns and Beyond: Getting Authoritative Online Mentions
Effective linking is crucial, but linking strategies that once worked may not be the way to go in 2007. This session focuses on the pros and cons of "linking campaigns," but also explains how linking campaigns fit more broadly within public relations efforts in general. How you should approach authoritative sources, bloggers, and journalists in general to enhance the online reputation of your company, whether or not the exposure is in the form of links.

Track B
B2B Case Studies
Selling to businesses online may involve longer sales cycles, higher price points, lower search volumes, targeting very particular purchasers, and specific sales-funnel tactics. Panelists present practical examples of B2B marketing success stories."

Track C
Click Fraud Briefing
Is your paid search campaign being harmed by click fraud? Experts from search engines and analytics agencies explain types of click fraud and what search engines are doing about it. Best practices to bulletproof your campaign and how to audit your traffic will also be covered.

Track A
Get Dugg! Social Media and WOM Targeting Tips
Digg and other social bookmarking and peer sharing protocols present you with new opportunities and new challenges for becoming "a little bit famous" among the online-word-of-mouth crowd. Panelists explain the ins and outs of making waves without making enemies. Includes case studies.

Track B
I Want More! Buying Contextual Ads
For marketers who want more volume without leaving the cosy confines of search advertising platforms, contextual or content-targeted ads. Where to buy, what to watch for, new graphical ad formats, and tips for success. Reps from alternative networks and/or blog networks will provide their perspective as well.

Track C
Microsoft AdCenter Solution Spotlight
Microsoft adCenter—now now live Canada.. Find out how Microsoft adCenter can help drive your business today + learn about the features and tools available to help make your PPC campaigns more successful.

Whether you are a beginner or more advanced advertiser this session will give you insight into the unique features of Microsoft adCenter and the opportunity to hear from Search Specialists, Community Leads & Editorial Analysts.

With multiple members of the Microsoft adCenter Team available to answer your questions - this is a session you do not want to miss! We look forward to seeing you there.