Search Marketing Expo Toronto

General Session Keynote

Six New Media Strategies That Change Everything (Again)

The digital landscape is moving so quickly that the changes are affecting business as we know it. To be a better Marketer, we must all be open to changes and Search Engine professionals are a critical part of this shift. In this session, Mitch Joel (President of Twist Image and author of the best-selling business book, Six Pixels of Separation – named after his Blog and Podcast) will look at six new emerging trends that affect the search engine marketing world. Mitch will discuss what the new search landscape looks like in a world where the consumer (and how they connect) continues to evolve.

CIVIC BALLROOM

Search Analytics [SA]

[SA -1] Evaluating SEO and Paid Search Activity and Conversions:

SEO and PPC campaigns offer unmatched opportunities for measurement, testing and refining. Once we define success, both macro and micro points of conversion such as content consumption and actions we want to see completed, we can then benchmark results, apply changes and refine. In this session advanced SEM professionals provide examples and discuss how to determine the macro and micro success metrics or Key Performance Indicators (KPI) for your business.

CIVIC BALLROOM NORTH

Paid Search and Advertising [Paid]

[Paid-1] Retargeting: New Opportunities for Search Marketers:
There is a Real-Time Bidding revolution occurring in online display marketing right now and search marketers seem best equipped to manage this biddable media opportunity. In this session learn how you can get involved in Exchange buying. Expand your opportunities for increasing traffic, building your accounts and developing your business.

CIVIC BALLROOM SOUTH

Search Analytics [SA]

[SA-2] Data Diving: Segmenting, Insights and Action:

Once you’ve defined your KPI, there are hundreds of other data points that may be impacting your key results. In this session, experts take the audience deep into the process of segmenting data and isolating metrics to gain greater insight, take action and improve search marketing ROI.

CIVIC BALLROOM NORTH

Paid Search and Advertising [Paid]

[Paid-2] Paid Search Optimization – Keywords, Landing Pages and Conversion Strategies:
Your ongoing success with paid search advertising depends on your ability to design and run effective tests, evaluate test results and adjust your campaigns. In this session, we’ll take a look at the strategies, tactics and methods for testing the essential elements within your campaigns, such as media choice, bid strategies, positions, keyword match types, ad copy, offers and landing pages.

CIVIC BALLROOM SOUTH

Search Analytics [SA]

[SA-3] New Directions in Paid Search Analytics:

The newest generation of actionable data and tools are here, but how much can they really do for you? In this session we’ll review search funnels reporting (for better attribution), AdWords Campaign Experiments (for true A/B testing of bid levels or keyword additions), the bid simulator, and third party advanced, automated bid rules beyond the conversion (bidding to engagement metrics like time on site). Find out if these tools *really* move the needle for your business? Brief case studies included.

CIVIC BALLROOM NORTH

Paid Search and Advertising [Paid]

[Paid-3] Search Meet Display, Display Meet Search:

While the search engines are best known for the text ads they display on search result pages, they also offer a wide variety of other ad formats (display, video etc.) that are displayed on thousands of partner sites all over the web. These ad formats can be targeted, and can significantly extend the reach of a search marketing campaign, all using the familiar tools.

CIVIC BALLROOM SOUTH

Local and Location-based Marketing [LLM]

[LLM-4] What’s new with Local Search?

The year of “local” has arrived! Google reports that nearly 30% of all queries have some type of local intent. Print yellow pages and newspaper classified ads have all but gone the way of the buggy-whip, and local search engines and online yellow pages providers are growing fast, especially with the explosive increase in smart phone use where people want location-specific info on demand. For any business that provides products or services to a local customer base, now is the time to get ahead of your competition by taking advantage of comparatively low (or no) cost business listings, geo-targeted ads and other marketing tools offered by local search engines. Get your questions answered as to how to connect with customers in your own community.

CIVIC BALLROOM SOUTH

Paid Search and Advertising [Paid]

[Paid-4] Mobile Search Ads:

Haven’t done mobile search ads yet? You’re missing out on a growing market! eMarketer predicts that mobile ad spend will surpass $6.5 billion in 2012. Google CEO Eric Schmidt has said that “mobile will be a larger business than the PC-Web,” likely a primary reason Google recently spent $750 million to acquire mobile advertising network AdMob. This session looks at mobile paid search opportunities and how search marketers can get ahead of this tsunami of opportunity.

CIVIC BALLROOM NORTH

Local and Location-based Marketing [LLM]

[LLM-5] Location-based Services – Media and Marketing on the Move:

Did you know that Canadian’s lead in awareness and usage of Location-based services? Microsoft’s January 2011 international research on Location-based services (LBS) found that 51 percent of respondents overall had used location based services (59% in Canada). Of those, 94 percent noted location based services were valuable. Nearly half (46%) of the respondents said they have taken action based on a mobile ad they have seen. Although Location-based services, along with location-sensitive features integrated into social networks, may be well positioned to revolutionize the age-old coupon model, there’s a whole other level of real-time, geo-local communications and marketing unfolding. While smart phones rapidly replace cell phones, location-based services are poised to become the norm on the web. In this session learn how some businesses and advocacy groups are leveraging location-based services, media and marketing.

CIVIC BALLROOM SOUTH

General Session Panel:

What’s Next? SMX Toronto Round Up

We know that search, social and mobile are closely interwoven marketing and communication channels offering new opportunities for marketers, advertisers and search marketing agencies. Should businesses be leveraging all of these opportunities, or are some passing fads? What does the future hold for the next two years and what strategies and tactics will stand the test of time? In this closing session industry experts weigh in with research, opinion and predictions.

CIVIC BALLROOM SOUTH