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Keynote Presentation: Global Trends in Search Marketing
In this session Omid will discuss the adoption of search marketing in Australia and put that activity into context with other markets Google is expanding into. Furthermore, he will talk about the requirement for search to be localised and the various techniques that can be used. The presentation will also include discussion around the nature of consumer search on Google and how that differs from other portals and web-sites.
Omid Kordestani, Senior VP of Worldwide Sales, Google

Meet the Search Engines
Search engine representatives will discuss their services and take questions from attendees. There will be an emphasis on how they deal with Australian and New Zealand web sites.
Moderator:
Foad Fadaghi, Jupitermedia
Panelists:
Niamh Collins, Wireless & Network Business Development Manager, Ninemsn
Peter Crowe, Search Producer, Yahoo! Australia & NZ
John Cussen, Director - Small Business Services, LookSmart Australia
Kevin Eyres, General Manager, Altavista International
Omid Kordestani, Senior VP of Worldwide Sales, Google
Johannes Larcher, General Manager, International - Overture

Correlating Online Behaviour to Search Engine Marketing
Search is the foremost activity carried out by Australians on the web. Indeed, four in five online Australians use search each month (Source: RedSheriff). Jupiter Research estimates that of the searches undertaken approximately one third are commercial in nature. Understanding consumer behaviour and intent is key to relevance and in turn the effectiveness of search engine marketing.

This session will address the relationship between search engine marketing and e-commerce, appropriate measures of success and categories where advertiser acceptance has been high.
Speakers:
Niki Scevak, Senior Analyst, Jupiter Research
Michael Walsh, Jupiter Research

Buying Search Engine Marketing Media
In this session we define the various options of search engine marketing – paid listings, paid inclusion and online directories – and offer optimal strategies for buying the media.

Discussion around bidding, calculating the break even cost-per-click point and contract negotiation will all feature prominently.
Moderator:
Michael Walsh, Managing Director, Jupitermedia Australia
Panelists:
David Holmes, Managing Director, OneDigital
Matthew Kain, Decide Interactive
David Whittle, Director, Client Services, BLUE Interactive Marketing

Keyword Selection and Management
Analysis of search terms and their frequency is essential to the planning of search engine marketing initiatives. In this presentation Paul will discuss the nature of commercial search and the various strategies marketers should deploy to ensure they target the entire keyword inventory relevant to their products and services.Paul will relate his insights to case studies in tourism, finance and banking.
Speakers:
Mark Armstrong, Director - Looklistings, Looksmart Australia
Paul McCarney, Director of Strategy, Decide Interactive
Kate Vale, Head of Sales, Google Australia

Client Case Study: Flight Centre
The travel industry has been at the forefront of search marketing techniques in Australia and in this session Paul Fisher from Flight Centre outlines that company's experiences in using various search marketing techniques. Discussions will centre on the relative strengths and weaknesses of search advertising versus other mediums like print and TV, put into the context of the travel industry.
Paul Fisher, Online Product & Marketing, Flight Centre

Campaign Analysis and Value Metrics
Return on investment and accountability are often touted as the essence of search engine marketing. Yet campaigns often lack appropriate metrics and measurement techniques.

How should firms measure the value of search engine marketing? What impact does the online channel have on other offline sales channels? What level of expectations should marketers have in approaching search engine marketing? What can be learned from offline direct marketing techniques?
Moderator:
Niki Scevak, Senior Analyst, Jupiter Research
Panelists:
Jon Ostler, Technical Director, First Rate New Zealand
Dr. Narelle Page, Marketing Director, e channel online
Vic Scona, Business Development Director, Red Sheriff

Looksmart Media Strategy Workshop
The LookSmart Network has the opportunity to reach 80% of the Australian Internet market. This one hour session will go into the best way to plan, buy, implement and optimise a LookListings campaign. It will also detail how LookSmart prepares its keyword clusters by looking at actual searches users type into Australia's major online players.
Speakers:
Mark Armstrong, Director, LookListings
Robbie Hills, GM Major Accounts

Client Case Study: Wizard Mortgage Corporation
By virtue of the Internet's ability to present and manipulate information, consumers are increasingly using it to compare financial service providers and their products. In this session Bryn describes Wizard's experiences in using various search marketing techniques, and how campaigns to date have been able to acquire customers for significantly less than comparable print and Television initiatives.
Bryn Nicholson, Head of eCommerce - Wizard Mortgage Corporation