Promediacorp

Pump Up Your Paid Search!

Filed under: Adcenter, Adwords, PPC

In this session, tips and techniques designed to help pros get even more out of their paid search campaigns.

Moderator: Jeffrey K. Rohrs, VP, Agency & Search Marketing, ExactTarget

Speakers:

Brad Geddes, Director of Search Engine Marketing, Local Launch

Ben Perry, Ph.D., Paid Search Director, iProspect

Matt Van Wagner, President, Find Me Faster

Brad Geddes:

Who should use dayparting? Business who want to maximize business hours. Track ROI based on time. Finance industry -huge difference between 4pm and noon. Monitoring conversion rates by hour. Should we place higher bids at different times? In his case study, Sunday night converted well. Examine buying cycle and see how it applies. Expensive items like electronics have a longer conversion cycle. People usually spend their second paycheck of the month on disposable income. Are you adjusting bids based on this info?

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Keynote with Satya Nadella, VP of MSN Search

Filed under: Adcenter, MSN, Search Marketing Expo 2007 Seattle

Danny Sullivan welcomes the new man in charge of MSN search, and revamping the product. He is a 15 year Microsoft veteran.

Satya Nadella: Microsoft is working on lots of innovation in the search space, and is proud of the search team. Says much of the search technology is being developed in Silicon Valley and around the globe, including China.

DS: You’ve been at your new job for a month, what are your goals?

Satya Nadella: The industry has evolved, and its been a fantastic journey. Says there is alot of desire and fire to contribute to the domain, and his team is always thinking ahead. Taking risks and innovation are the main goals.

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Inside the Auction Blackbox - PPC in Quality Score World

Filed under: Search Marketing Expo 2007 Seattle

Jeff Rohrs of Exact Target is moderating - certian things have not changed in paid search. The big difference today is quality score. Jessie Strichiolla is not here due to illness. Jonah Stein is filling in.

Dan Sundgren - Efficient Frontier

Understanding the quality score mentality. Google is successful because they are obsessed with user experience. It’s Google’s way of assigning a value to an advertiser’s user experience. We need to understand this from a marketer prospective. It’s designed to reward the adveriser for a quality experience. He believes there will be less advertising on the Google SERPs in the future to do this. Challenge for Google is that CTR is the biggest piece of quality score. Sometimes the best CTR ad is not the best performer. Landing page relevance is a big piece of the quality score.

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