PPC Beyond Search: Facebook, LinkedIn, New Ad Formats, Targeted Display

Half-day Workshop 15 seats left

Facebook and LinkedIn offer keyword advertising unlike any you've ever used in Google or Bing, and if you aren't experimenting with those platforms, you may be missing some significant opportunities to market your brand, product or service.

Social Search Advertising goes beyond the SERP and even beyond "contextual" ads extending into the territory of profile-based advertising. In this training session, you'll learn how the various platforms work, how best to plan and launch campaigns as well as how to track the success of the campaigns you are running. Strategies and hands-on tactics will be covered in the session.

What you will learn:
The session extends beyond just the new Social Ad opportunities, also covering the explosion of new ad formats like Sitelinks and Product Extensions, various flavors of managed and automatic content matching, and new tactics for managing and bidding on various placements. This session aims to bring marketers up to speed on the state of the art. Searchers, socializers and surfers react differently to advertising messages. Only with a sound optimization plan and budget allocation strategy can you be assured that your campaign takes full advantage of the Search, Social, Contextual and Retargeted Search Display opportunities.

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Instructor:
Kevin Lee, Co-Founder & Executive Chairman, Didit

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Advanced Keyword Research

Half-day Workshop 10 seats left

In this 4 hour training session attendees will explore the tools available for identifying, researching and zeroing in on the right keywords for your SEO, PPC and even Social Media campaigns. We will walk through the process in theory first and then work on a real world example that leverages the latest tools available. Students are welcome to bring their laptops to this session. Wireless access will be provided.

After attending, you will be able to:

• Understand the role of Keyword Research/ Discovery and how it is integral to SEO, PPC and Social Media campaigns
• Identify and refine the initial set of possible keywords for any campaign using various methods and tools
• Analyze your initial set of keywords and learn to sort them into themes for various SEO, PPC and Social Media campaigns
• Be able score your final list of keywords to identify those that are likely to perform the best
• Know where to place your keywords for maximum effect, and how to mix in additional search term modifiers that will let you leverage your targeted search terms for greater traffic.

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Instructor:
Ron Jones, President/CEO, Symetri Internet Marketing

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Getting Your In-House Search Program Up & Running

Half-day Workshop ** Sold Out **

As Search Marketing matures, an increasing number of companies, both small and large, have started to bring their Search marketing campaigns in-house. Companies have found that in order to thrive in this digital economy it is essential to build search marketing practices inside their organization and not just solely rely on outside agency partners. Managing search programs in an organization goes beyond just managing keywords or rankings but instead focuses on collaboratively Getting Things Done and measuring ROI of each new SEO change.

In this unique workshop we will cover technical as well as "search soft skills" needed to create a successful in-house search program. In this half day workshop you will learn everything you need to get your search program up and running.

Who should attend?

• In-House SEO managers
• SEO specialists
• SEO analysts
• PPC managers
• Marketing Directors

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Instructor:
Bob Tripathi, Founder, Instant E-Training

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Creating Social Media Strategies Using Audience Research

Half-day Workshop ** Sold Out **

In this course students will be introduced into the world of online audience research through the use of various tools such as buzz monitoring tools, keyword analysis tools, trending and insight tools. Through the use of these online research tools the students will be introduced into understanding how to not just look at the quantity, but the quality of the data they are collecting and how that applies to efforts in social media marketing.

This course will cover different types of social media communities such as networking (Facebook, LinkedIn), microblogging (Twitter), social news (Digg, Reddit, Mixx) & bookmarking (Delicious), geo-location services (Foursquare, Gowalla, Facebook Places) and even brush on how mobile marketing is also a factor of any social media strategy. By combining the research aspect with the knowledge of what audiences are doing in different social media and online marketing channels, students can create much more solid and successful social media strategies.

Agenda:

1. Introduction
2. Four Pillars of Social Media Marketing
3. Understanding the Types of Social Media Users & Social Communities
4. Research Tools
5. Bringing It All Together

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Instructor:
Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing

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How to Architect a Search-Engine Friendly Website

Half-day Workshop ** Sold Out **

A search-engine friendly website is a user-friendly, search-friendly, and persuasive site that converts visitors into buyers. In order for a site to be search-engine friendly, it must meet the needs of crawler-based search engines and your site's visitors.

Ultimately, the site must be profitable for the website owner. Can a single site satisfy all of these groups? Yes it can... if you have the right architecture, navigation design, and page layouts. In this 4-hour training session, attendees will learn the whys, whats, and hows of architecting a user-friendly, search-friendly, and persuasive site that converts visitors into buyers.

Who should attend?
Anyone who designs and promotes websites as part of their work should attend this workshop!

For new and experienced marketers: Whether you are a new marketer or a seasoned veteran, this workshop will help you take your campaigns to the next level of effectiveness. (HTML knowledge is not required.)

For new and experienced web designers: Minimize advertising expenses by creating search-friendly and cost-effective website designs. Learn how to avoid common pitfalls early in the design and architecture processes.

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Instructor:
Shari Thurow, Founder & SEO Director, Omni Marketing Interactive

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Google AdWords Tactics to Improve Your ROI

Half-day Workshop ** Sold Out **

Learn how to spice up your AdWords account by applying tactics learned in this session. You will first dive into the Psychology of Search that shows how consumers think and act throughout the search process. Next, you will learn how to choose the correct keywords to take control of when your ad is displayed. Then, you will study how effective ad copy can generate more clicks and increase your conversion rate. The landing page is fundamental to increasing conversions, and the session will cover usability and conversion optimization. Finally, you will learn everything you need to know about optimizing your account for Quality Score.

Agenda:

• Psychology of Search
• Choosing the best keywords
• Quick keyword research techniques
• Effective negative keywords
• How to write compelling Ad copy
• Landing pages that convert
• The secret sauce to Dynamic Keyword Insertion
• How to optimize for conversions
• Everything you need to know about Quality Score

The session will focus on both concepts and practical advice. First, you will learn the concepts to understand why they are important and what part of your marketing those concepts can affect. Secondly, we will focus on the practical implantation of those concepts so that you can enact effective changes within your AdWords account.

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Instructor:
Brad Geddes, Founder, bgTheory.com

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