The Premier Event for Search Engine Marketing & Optimization
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 March 26 - 27, 2003 • Dockside, Cockle Bay • Sydney, Australia

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Conference Hours:
March 26: 8am - 5:30pm
March 27: 8am - 5:30pm

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Hosted By:
Search Engine Watch

Agenda* - Wednesday, March 26
8:00am Registration Opens
8:30am - 8:45am Opening Remarks
Peter Reid, Managing Director Jupitermedia Australia
8:45am - 9:45am

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

9:45am - 10:30am

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.
Foad Fadaghi, Jupitermedia
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

10:30am - 11:15am

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.
Niki Scevak, Senior Analyst, Jupiter Research
Michael Walsh, Jupiter Research

11:15am - 11:30am Morning Tea
11:30am - 12:15pm

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.
Michael Walsh, Managing Director, Jupitermedia Australia
David Holmes, Managing Director, OneDigital
Matthew Kain, Decide Interactive
David Whittle, Director, Client Services, BLUE Interactive Marketing

12:15pm - 1:00pm

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.
Mark Armstrong, Director - Looklistings, Looksmart Australia
Paul McCarney, Director of Strategy, Decide Interactive
Kate Vale, Head of Sales, Google Australia

1:00pm - 2:15pm Lunch
2:15pm - 3:00pm

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

3:00pm - 3:45pm

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?
Niki Scevak, Senior Analyst, Jupiter Research
Jon Ostler, Technical Director, First Rate New Zealand
Dr. Narelle Page, Marketing Director, e channel online
Vic Scona, Business Development Director, Red Sheriff

3:00pm - 4:45pm

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.
Mark Armstrong, Director, LookListings
Robbie Hills, GM Major Accounts

3:45pm - 4:00pm Afternoon Tea
4:00pm - 4:45pm

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

4:45pm Looksmart Cocktail Party

* This agenda subject to change

Click here to see Day 2 Agenda

For more information regarding exhibit space or sponsorship opportunities contact our Sales Department by completing this form or call Frank Fazio at 203–295–0052.

For registration help or information, please email our Registration Department at or call 203–295–0050.

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