Search Marketing Expo Toronto

Successful Testing For Improved Search Marketing ROI – Improving conversions is often a trial-and-error proposition. Continuous testing and tuning is crucial for improving results and ROI in search marketing campaigns. You’ll leave this session knowing what elements of a search marketing campaign you should test, the best practices for testing, and how to document and communicate the results to others in the organization.

Traffic Segmentation & Why It Matters – Each of your visitors is unique, and your site should accommodate their needs. Search analytics allows you to segment your traffic by location, demographic characteristics, psychographics and other dimensions. This session looks at audience segmentation and how to do it right.

Search Analytics Case Studies – You will hear from accomplished search marketers describing their successes and challenges with implementing and interpreting search analytics. You’ll leave with implementation-ready search analytics tips, recommendations, and best practices.

Search Analytics & Competitive Intelligence – Your competitors are smart and aggressive. Knowing their search marketing strategy allows you to validate your own, and to outflank them with innovative tactics. Search analytics is the answer. This session shows you how to implement and profit from a comprehensive competitive intelligence campaign.

Creating A Data-Driven Culture – Data-informed decisions yield better results, but only if your organization — or clients — buy in. And data from different sources may be directionally the same, but not be identical – leaving you open to criticism from the bean counters and others in the organization. In this session, you’ll learn how to evangelize a disciplined, data-driven approach to managing search marketing campaigns to all key stakeholders in your organization.