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Issues & Clinics Track
Competitive Research
Search engines can tell you a lot about your competition, if you know what to look for. Learn how to use search engines to profile your competition, helping you understand what links to gain, ad prices to pay, content to offer and customers to seek.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Bill Tancer, Vice President of Research, Hitwise
David Williams, Chief Strategist and Co-Founder, 360i
Cam Balzer, Director of Search Strategy, Performics, Inc.
Allan Dick, General Manager, Vintage Tub & Bath

Search Advertising Track
Perfecting Paid Listings
Paid placement ad programs make it easy to rank well in search engines, but managing hundreds of listings by hand can be a time-consuming and expensive process. This session covers tools that help you close bid "gaps" and measure return on investment (ROI) from your paid listings. It also covers reasons to test different creative, to consider your "landing" pages carefully and other tips. NOTE: The session is designed for those who are already familiar with how paid placement works.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com
Speakers:
Doug Bates, Principal, Aderit Internet Marketing Consulting
Matt Kain, SVP, US Search Solutions, 24/7 Real Media
Yann Le Roux, Managing Director, Media Contacts Canada
Matt Van Wagner, President, Find Me Faster

Canadian SEM Track
Search Marketing in Canada: Past, Present, and Future
Learn what has worked for Canadian search marketers in the past, and gain insight into key emerging trends -- the changing habits of Internet users in French and English Canada -- that may impact your marketing campaign this year and next.
Moderator:
Andrew Goodman, Principal, Page Zero Media Inc.
Speakers:
Roger Abbiss, CEO, redToronto
Wendy Muller, Head of Canada Sales and Operations, Google
Owen Sagness, Vice President, MSN Canada

Issues & Clinics Track
Search Engines & Web Server Issues
What's the best way to move a site from one web server to another, from a search engine marketing perspective? How about switching domain names? What's the best way to handle redirection? How do you deal with a web site where several domain names resolve to the same location? What impact can server response time or download time have on indexing? This session, especially for advanced marketers, looks at these and other server-specific issues.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Chris Adams, CTO and Co-Founder, Hot Banana
Jake Baillie, Product Manager, TrueLocal
Mikkel deMib Svendsen, CTO, RedZoneGlobal
Jeff Watts, Search & Community Manager, National Instruments

Search Advertising Track
Creating Compelling Ads & 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. If you are new, be sure to have attended Buying Search Engine Advertising on Day 1.
Moderator:
Andrew Goodman, Principal, Page Zero Media Inc.
Speakers:
Danielle Leitch, Vice President, MoreVisibility
Gregory Markel, Founder/President, Infuse Creative
Jonathan Mendez, Senior Consultant, Creative Good

Canadian SEM Track
The Search Landscape
What's the most popular search engine? The most used search engine? What vertical areas of search are growing? Are people using search toolbars more or less? What are the unique differences between Canadian searchers and those elsewhere in North America and the world? Representatives from major ratings and traffic analysis services share stats and info on topics such as these.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com
Speakers:
Stephen Evans, Manager Information Services and Merchant Platform, MSN Canada
Jay McCarthy, Vice President of Business Development, WebSideStory
Bryan Segal, Director of Business Development, comScore Networks

Issues & Clinics Track
Hiring a Search Marketing Firm
Looking to outsource your search engine marketing needs? This session examines the types of services that search engine marketing firms offer, pricing models, ways to locate firms and tips on making an informed decision on selecting an agency.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com
Speakers:
Ani Kortikar, Founder and CEO, Netramind
Dan Perry, Senior Manager, Web Traffic, Career Education Corporation

Search Advertising Track
Auditing Paid Listings & Clickfraud 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.
Moderator:
Detlev Johnson, VP, Director of Consulting, Position Technologies
Speakers:
Lori Weiman, Director, KeywordMax
Jessie Stricchiola, Founder, Alchemist Media Inc.
Danielle Leitch, Vice President, MoreVisibility
Patrick Hopf, Vice President, Mamma.com

Canadian SEM Track
Language & Domain Name Issues
Canadian search marketers face unique challenges dealing with language and domain name issues. What are the search engine issues with .ca vs. .com or others? Learn more about gaining domain names for countries where you are not based and how search engines deal with multi-language, multi-domain web sites.
Moderator:
Jake Baillie, Product Manager, TrueLocal
Speakers:
Bill Hartzer, SEO, Intec Telecom Systems
Bill Hunt, President/CEO, Global Strategies International
Cole Harrison, Director, Search Content Management, Ask Jeeves

Issues & Clinics Track
Link Building Clinic
This interactive session takes volunteers from the audience and examines their questions about link building by going live to the web to seek answers and examples.
Moderator:
Elisabeth Osmeloski, SEM Consultant
Speakers:
S. R. Fishkin, CEO, SEOmoz.org
Keith Hogan, Director of Program Management, Search Technology, Ask Jeeves
Debra Mastaler, Owner, Alliance-Link.com
Eric Ward, CEO, EricWard.com

Search Advertising Track
Ad Management Tactics
Paid placement ad programs make it easy to rank well in search engines, but managing hundreds of listings by hand can be a time-consuming and expensive process. This session continues exploring tactics to success introduced in the earlier sessions in the day, such as considering your purchases as a portfolio, making use of dayparting and targeting the "tail" of search queries.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com
Speakers:
Mike Sack, SVP and Chief Product Officer, Inceptor Inc.
Ellen Siminoff, President & CEO, Efficient Frontier
Dana Todd, Founding Partner, SiteLab International, Inc.
Matt Van Wagner, President, Find Me Faster

Canadian SEM Track
Multi-Country Campaign Management
Planning a search engine marketing campaign that covers Canada, North America or other countries throughout the world requires different strategies than doing SEM for a single-country. Get tips and advice on how to proceed in an efficient, effective manner.
Moderator:
Ian McAnerin, CEO, McAnerin Networks Inc.
Speakers:
Craig Bedard, eMarketing Manager, Critical Mass
Brendan Kerin, CEO, SitePosition Search Marketing
Mike Moran, Distinguished Engineer and Manager of Site Architecture, IBM.com

Issues & Clinics Track
Site Clinic
This interactive session takes volunteers from the audience and examines their web sites live to provide general feedback about improving them to gain more traffic from search engines. It repeats at different times during the show. Attend whatever session is most convenient!
Moderator:
Elisabeth Osmeloski, SEM Consultant
Panelists:
Jake Baillie, Product Manager, TrueLocal
Christine Churchill, President, KeyRelevance
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com

Search Advertising Track
Shopping Search: Opportunities & Tactics
Learn how content from your ecommerce or merchant site can -- and should! -- be included in shopping search engines, both in the US and Canada. Also an opportunity to learn more about various shopping search engines and pose questions directly to representatives from them.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com
Speakers:
Tamir Buchler, Channel Engine Manager, PriceGrabber.com
Adam Jewell, Director of Search Engine & Affiliate Marketing, NetPlus Marketing, Inc.
Clark Johannson, President, ClickSpace
Stephanie Leffler, CEO, MonsterCommerce

Canadian SEM Track
Canadian Search Marketing Case Studies
This session wraps up the Canadian Search Marketing Track with real-life examples of Canadian firms that have deployed successful search marketing campaigns, both within Canada and in other countries.
Moderator:
Gord Hotchkiss, President and CEO, Enquiro
Speakers:
Ben Graham, Manager of Business Development, PartSelect
Sonja Panday, Trade Commissioner, International Trade Canada
Harry Sohal, Manager-Partner, Marketing, Canadian Tire Corp.
Shane Wagg, Founder, Wilde Marketing