Attendees may choose to attend one of the two sessions offered during this time.

Issues & Strategies Track
Auditing Paid Listings & Click Fraud Issues
Did you really get that much traffic from paid listings last month or is something funny going on? Reviewing your paid traffic is an essential task any serious search engine marketer should undertake.
Discover how to spot abnormalities and follow-up with search engines if you suspect a competitor or someone else is creating clicks just to drive up your costs. Also discover the proactive things paid listing providers already do to protect advertisers.

Tactics 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.

Issues & Strategies Track
Meet The Search Engines
Representatives from major crawler-based search engines discuss their services and take questions from attendees.

Tactics Track
Search Advertising Clinic
This clinic will examine actual ads and landing pages offered up by volunteers from the audience, suggesting changes that may improve click through and conversion.

Issues & Strategies Track
Creating Compelling Ads and Landing Pages
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. Assuming you do get the right audience, the landing pages you display are an essential component to help you convert browsers into buyers. This session looks at ways to get the right clicks and convert them. NOTE: The session is designed for those who are already familiar with how paid placement works.

Tactics Track
Link Strategies 2008
Effective linking is crucial, but linking strategies that once worked may not be the way to go in 2008. 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.

Issues & Strategies Track
European Search Marketing Case Studies
This session wraps up the conference with real-life examples from firms that have deployed successful search marketing campaigns throughout France and Europe.

Tactics Track
My SEM Toolbox
Several search marketers share a variety of tools and services they find useful in performing SEO and SEM.