SES Magazine March 2013

SES New York

March 25–28, 2013

SESConference.com

March 2013

The Launch of Convergence Analytics 11 Site Architecture for the Multiscreen User 13 Get “Search-Only” Clients Hooked on Display 16

Connecting TV to the Web, Social Media, and Mobile Speaking with Hill Holliday’s Mike Proulx page 1

staff

about SES

Matt McGowan MD, North America Mike Grehan Publisher Sharon Morabito Head of Events, Americas Ro Osborne Marketing Director, Americas Program Development Senior Conference ManageR Conference Producer

Laura Roth Anna Lee

Operations Senior Event Manager Event Manager Customer Service Manager Customer Service EXECUTIVE

Kim Kiedaisch Jackie Ortez Charisse Rosales Amanda Targowski

ClickZ & Search Engine Watch special projects editor Copy Editor Asia Desk Editor

Melanie White Caitlin Rossman Adaline Lau

Sales & Marketing Sales Directors

Director, Client Services Marketing Director Marketing Manager, US Marketing Associate, US Web Designer Online Operations manager Online Operations associate

Elaine Mershon Elaine Romeo Peter Westerholm JoAnn Simonelli Angela Man Amy Xu Ploy Tangtrakul Rebecca Holz Louise Laberge Aleksey Gershin

Magazine Editor Contributors

Dawn Cavalieri Andrew Edwards Sarah Lockwood Bryson Meunier Mike Proulx David Szetela Suren Ter-Saakov

Corporate Chief Executive Group Managing Director

Tim Weller James Hanbury

SES: Volume 7, Issue 2 | March 2013 © 2013 Incisive Media plc To subscribe, contribute, or view past issues, visit www.sesconference.com/ses-magazine To advertise, contact sales at sales@sesconference.com or +1 (212) 457-4993.

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Welcome to the New York issue of SES Magazine. SES New York will consist of four days of unparalleled education in online marketing, including the latest techniques and trends in search, social media, mobile, and email. Mike Proulx, senior vice president and director of social media at Hill Holliday and co-author of Social TV, will deliver the keynote address. He will examine the changing television landscape and illustrate how brands must change their approach to the medium once labeled “traditional.”

This issue features a roster of eminent practitioners who will be speaking at the conference. Andrew Edwards of Efectyv Marketing, along with Rand Schulman and Adam Singer, will present the first-ever convergence analytics market study. Bryson Meunier of Resolution Media will be among the panelists in the session on “Next-Generation Site Architecture.”

Author David Szetela will explore next-generation paid search strategies.

See pages 17–19 for sample sessions.

To make the most of your time in New York, be sure to download the SES New York app.

The most up-to-date agenda can also be found on the conference website, SESNewYork.com.

And don’t forget these upcoming events: •• SES Shanghai, May 29–30, Le Royal Méridien (SESShanghai.com) •• SES Toronto, June 12–14, Toronto Marriott Downtown Eaton Centre (SESToronto.com) •• SES San Francisco, September 10–13, San Francisco Marriott Marquis (SESSanFrancisco. com) In addition to the four-day learning environment, there will be many opportunities for informal networking throughout the conference. See you there!

Best regards, Mike Grehan, Chair SES Advisory Board Chair Publisher Incisive Media

Matt McGowan Managing Director, North America Incisive Media

SES Advisory Board

Comprised of both industry thought leaders and real-world practitioners, the SES advisory board brings together top players in the field of interactive media and search. The team works to deliver continually cutting-edge search techniques, more integrated and relevant content, and professional development resources to SES attendees.

Mike Grehan, Chair PUBLISHER SES/Search Engine Watch/ ClickZ

Paul Fegan Head of e-Learning Incisive Media

Jon Myers VP, Commercial Director EMEA Marin Software

Matthew Bailey President Site Logic Marketing

Andrew Goodman President Page Zero Media

Lee Odden CEO TopRank Online Marketing

Chris Boggs CMO Internet Marketing Ninjas

Bill Hunt President Back Azimuth Consulting

Giovanni Rodriguez CoFounder and CEO SocialxDesign

Mikel Chertudi Sr. Director, Online & Demand Marketing Adobe

Anne F. Kennedy International Search Strategist Beyond Ink USA

Laura Roth Senior Conference ManageR SES Conference & Expo

Eddie Choi Managing Director Frontiers Digital

Anna Lee Conference Producer SES Conference & Expo

Crispin Sheridan Sr. Director of Search Marketing Strategy SAP

Bryan Eisenberg Bestselling Author bryaneisenberg.com

contents

Follow SES at twitter.com/SESConf

cover Story

1

Connecting TV to the Web, Social Media, and Mobile Speaking with Hill Holliday’s Mike Proulx

Columns

11

Multichannel Marketing and Measurement Come of Age The Launch of Convergence Analytics

12

Start Winning Now with AdWords Enhancements Use Marketing Automation and Mobile Targeting to Ensure the Success of Your Advertising

Conference Information

2 17

Sponsors & Exhibitors SAMPLE SESSIONS at SES New York

13

14

Learning from Others’ Successes and Failures How and Why You Should Spy on Your Competition

16

Get “Search-Only” Clients Hooked on Display Encourage Clients to Use Search Retargeting to Reduce Waste and Provide the Full User Experience

Site Architecture for the Multiscreen User How Do You Reach Users Regardless of Their Device and Location?

March 2013

Cover art via Shutterstock

Connecting TV to the Web, Social Media, and Mobile Speaking with Hill Holliday’s Mike Proulx interview by Dawn Cavalieri

O

nce labeled “traditional,” TV is now functioning as new medium, merging with the web, social media, and mobile to offer a unified experience. At SES New York, Mike Proulx, senior VP and director of social media at Hill Holliday, will deliver the keynote address about this phenomenon, known as social TV, and the ways in which marketers can use it to engage their audiences. He took some time to speak with Dawn Cavalieri, editor of SES Magazine.

Dawn Cavalieri: You will be delivering the keynote address at SES New York. On what do you plan to focus during your session?

My keynote centers on three things: 1. TV as a storytelling medium given the backdrop of today’s media landscape; 2. The truths about our actual television behaviors in contrast to our beliefs; and 3. Examples of how brands are innovating in the social-TV era of television.

And, yes, I will talk about search.

DC: Can you tell us more about your role in social media?

MP: I’ve been working in the interactive/ digital industry since 1996, with a focus on “social media” starting in 2007. I’ve quickly learned that all media is, essentially, social Mike Proulx: There’s some fun irony in the media—and that social media is really about fact that a conference that has its roots in content—so my role at Hill Holliday is (hapsearch engine marketing is opening with pily) broad enough to include all things the topic of television, but it’s a testament to digital. I work across the agency’s client the converged media world we’re now in and roster, consulting on how to activate their how media channels are becoming a gigan- marketing programs using digital, social, tic mashup. The correlation between TV and and emerging media platforms and connect our search behavior is huge and speaks to the dots across media channels. the underpinnings of what “social TV” is all I spend a great deal of time examinabout—a much more dimensional way of ing people’s behaviors within social media, experiencing television. especially its intersection with other media

including TV and mobile. One of the best parts of my job is getting to partner with people from our creative, technology, and media groups to help make and deploy things that give our clients’ customers meaningful and connected experiences.

And I’m lucky and grateful to have a phenomenally passionate team of strategic, creative, and technical thinkers who are all wired to get stuff done.

DC: Where do you think the web, TV, and social media are headed?

MP: These media are all headed in the same direction and crisscrossing paths along the way. Television is already mobile (and social and online). Television networks and brands can no longer just think about what content to put onto the “TV set”; they also have to consider how their story extends onto (and transcends) the platforms and devices people are already actively engaging on while they’re watching TV and in between episode airings. Television today is a multiscreen, multidevice experience giving brands more continues on page 17

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sponsors & exhibitors SES New York | March 25–28, 2013 Platinum Sponsors

Silver Sponsors

Bing

Acronym

Booth 510 & Sponsored Session www.advertise.bingads.microsoft.com Search advertising with Bing helps you efficiently reach your next best customer—within your budget and with the support you need to get started and optimized, and measure your results.

Keynote Sponsor & Sponsored Session www.acronym.com At Acronym, we believe keywords are proxies for customer intent, for the motivations and ambitions that drive our clients’ core customer base. Keywords are a brand’s single most important digital asset, the only common denominator connecting online and offline marketing efforts.

Our strategic focus is simple: no matter the digital channel, Keyword=Customer. We’re in the business of helping our clients find the shortest path between the two.

Founded over 18 years ago and featured as an Advertising Age Top 10 Search Agency and in the 2012 Forrester Search Wave, Acronym is a technology-based search marketing agency specializing in global, enterprise-level SEO, paid search, and analytics. Headquartered in the Empire State Building, with offices in London and Singapore, we have expertise within enterprise B2B and B2C marketing for renowned brands including SAP, Accenture, Four Seasons Hotels & Resorts, Humana, Wharton Executive Education, and HSBC.

Google Track Sponsor www.google.com Google’s innovative search technologies connect millions of people around the world with information every day. Founded in 1998 by Stanford Ph.D. students Larry Page and Sergey Brin, Google today is a top web property in all major global markets. Google’s targeted advertising program provides businesses of all sizes with measurable results, while enhancing the overall web experience for users. Google is headquartered in Silicon Valley with offices throughout the Americas, Europe, and Asia. For more information, visit www.google.com.

Marin Software Booth 505 & Track Sponsor www.marinsoftware.com Marin Software provides the world’s leading online advertising management platform for advertisers and agencies to manage their paid search, social media, display advertising, and mobile campaigns. Marin Software’s platform is designed to meet the workflow, reporting, and optimization needs of advertisers and agencies, helping them to save time and improve financial performance.

Digital Sponsor—Gold Webtrends Booth 405 & Wifi Sponsor www.webtrends.com Webtrends powers digital marketing success. Webtrends is at the forefront of real-time digital marketing relevance and customer experience management through unified customer intelligence. Our industry-leading analytics across mobile, social, and web enables marketers to optimize campaigns, maximize customer lifetime value, and deliver highly relevant digital brand experiences in real-time.

Webtrends dramatically improves digital marketing results for more than 3,500 global brands including, in EMEA and internationally, Lloyds Banking Group, Barclays, HSBC, ASOS, Orange, T-Mobile, Microsoft, BMW, Toyota, Play.com, AllSaints, The Telegraph, and many more.

To learn more, visit www.webtrends.com.

2 SES • March 2013 {New York}

Conductor Booth 411 www.conductor.com Conductor is the undisputed leader in SEO technology, empowering enterprise marketers to measure, manage, and improve their SEO efforts and deliver provable ROI. Thousands of brands use its cloudbased SEO platform, Conductor Searchlight, to dominate search results globally and achieve up to 6 times more traffic and 15 times more conversions from natural search.

eLocal Listing Booth 711 www.elocallisting.com eLocal Listing uses all aspects of new media—search engine optimization, search engine marketing, mobile search, mobile display, social media, local display advertising, and even local TV and radio—to drive qualified leads as paid calls to enormous numbers of local businesses. It does this through a combination of technology and process that turns the obscure and hard to navigate tools of new media into the easily comprehended phone call without the local business ever having to do more than answer the phone. eLocal Listing takes advantage of the rapid growth and proliferation of new media, especially mobile media to join businesses with customers through the phone.

product & service guide Advertising Networks AdRoll...................................................419 Bing......................................................510 Google....................................... Sponsor 7Search.com...................................... 511 Affiliate & Performance Based Marketing Solutions eLocal Listing................................... 711 The Search Monitor...................... 518 7Search.com...................................... 511 Blog Advertising LinkVehicle........................................719 Click Fraud Prevention & Website Security Shopping Cart Elite...................... TechXpo Pavilion Content Management BETAOUT............... TechXpo Pavilion Brafton Inc........................................609 Edgenet, Inc..................................... 516 LinkVehicle........................................719 Skyword..............................................415 SubmitEdge.......................................716 Textbroker......................................... 703 Website Magazine......................... 603 Content & News Feed Providers Brafton Inc........................................609 Dotlogics........................................... 519 Internet Marketing Ninjas.......... 700 Linkdex................................................410 PRWeb.................................................514 7Search.com...................................... 511 Skyword..............................................415 Textbroker......................................... 703 Display Advertising AdRoll...................................................419 Quantcast......................................... 416 Website Magazine......................... 603 E-Mail Marketing Solutions Contactology....................................612

General Search Engines Bing......................................................510 Google....................................... Sponsor Interactive Marketing Agencies Dotlogics........................................... 519 FRUITION—Internet Marketing Expertise...................710 iCrossing........................................... 610 Indus Net Technologies............... 615 Interactive Marketing Associations & Publications topseos.com..................................... 520 Website Magazine......................... 603 Local Search Marketing Services & Directories AuronIN LLC..................................... 706 Covario............................................... 523 eLocal Listing................................... 711 Rio SEO..............................................418 Yext...................................................... 709 Marketing Optimization Solutions adSage................................................515 BETAOUT............... TechXpo Pavilion BrightEdge........................................310 Conductor.......................................... 411 Contactology....................................612 gShift Labs SEO Software......... 705 IDInteract, Inc.................................. 618 Linkdex................................................410 Marin Software.............................. 505 Mongoose Metrics.........................617 Searchmetrics.................................605 The Search Monitor...................... 518 seoClarity.......................................... 702 SEOmoz.................................... Sponsor topseos.com..................................... 520 VisiStat...............................................611 Organic Search Marketing AnalyticsSEO.................................... 417 Brafton Inc........................................609 BrightEdge........................................310 Conductor.......................................... 411 Covario............................................... 523

Booth #s on right.

FRUITION—Internet Marketing Expertise...................710 gShift Labs SEO Software......... 705 Indus Net Technologies............... 615 Info Cubic Japan............................. 522 Internet Marketing Ninjas.......... 700 LinkVehicle........................................719 Page One Power..............................517 PRWeb.................................................514 Rio SEO..............................................418 seoClarity.......................................... 702 SEOmoz.................................... Sponsor Skyword..............................................415 Stone Temple Consulting............................ Sponsor SubmitEdge.......................................716 topseos.com..................................... 520 Yext...................................................... 709 Pay-Per Click Networks & Management Services Bing......................................................510 Info Cubic Japan............................. 522 Stone Temple Consulting............................ Sponsor Pay-Per-Call Companies eLocal Listing................................... 711 Private Label Solutions TN Private Label.............................414 Search Marketing Agencies Acronym.................................... Sponsor adSage................................................515 AuronIN LLC..................................... 706 FRUITION—Internet Marketing Expertise...................710 iCrossing........................................... 610 Indus Net Technologies............... 615 Info Cubic Japan............................. 522 Page One Power..............................517 Stone Temple Consulting............................ Sponsor SubmitEdge.......................................716 Search Marketing Software AnalyticsSEO.................................... 417 BETAOUT............... TechXpo Pavilion

BrightEdge........................................310 Conductor.......................................... 411 Covario............................................... 523 gShift Labs SEO Software......... 705 Linkdex................................................410 Marin Software.............................. 505 Mongoose Metrics.........................617 Rio SEO..............................................418 Searchmetrics.................................605 The Search Monitor...................... 518 seoClarity.......................................... 702 Shopping Cart Elite...................... TechXpo Pavilion Yext...................................................... 709 Shopping Cart & E-Commerce Solution Providers Dotlogics........................................... 519 Shopping Cart Elite...................... TechXpo Pavilion Specialized Search Engines (Multimedia, Mobile, Shopping, International, etc.) adSage................................................515 Edgenet, Inc..................................... 516 IDInteract, Inc. ............................... 618 Staffing Solutions AuronIN LLC..................................... 706 Video SEO & Video Content Demoflick........................................... 417 Web Analytics Acronym.................................... Sponsor AnalyticsSEO.................................... 417 IDInteract, Inc. ............................... 618 Mongoose Metrics.........................617 Quantcast......................................... 416 VisiStat...............................................611 Website Search & Technologies Acronym.................................... Sponsor Edgenet, Inc..................................... 516 iCrossing........................................... 610 Searchmetrics.................................605

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sponsors & exhibitors SES New York | March 25–28, 2013 Sponsors & Exhibitors AdRoll Booth 419 www.adroll.com AdRoll makes retargeting simple and profitable for brands of all sizes. AdRoll’s platform provides unmatched transparency, crossplatform reach across the largest display inventory sources, and tools that personalize ad campaigns based on a visitor’s shopping behavior. This advanced retargeting technology, as well as behavioral and site-targeted campaigns, ensures that advertisers get maximum return from their online advertising investment.

adSage Booth 515 www.adsage.com Founded in Beijing in 2007, adSage has multiple branches in the US and China, employing over 500 professionals. adSage manages SEM, mobile, and display campaigns for over 100 premier advertisers on Google, Baidu, and Bing, in the areas of online retail, top global brands, Wall Street, travel, etc. There are four main business units of adSage: Search engine marketing and optimization—We are the largest SEM agency in China and the exclusive partner of Baidu in North America.

Mobile advertising network and agency—mobiSage is the most influential mobile in the app advertising network in China.

Social media marketing—weiboSage is a software tool that allows markets to publish tweets on Sina and Tencent Weibo. adSage.Social (adSage for Performance) is the world’s first thirdparty bid optimization tool on top of Facebook Ad API (V1.0 was launched in December 2010). There are over 2000 Facebook advertisers using AFP.

ahrefs Sponsor ahrefs.com Ahrefs provides a website analysis toolset with one of the most extensive and quickly updated databases of live backlink data and fresh SERP results available. With their own crawler that indexes billions of pages daily, their proprietary index has captured over 100 billion unique external backlinks. With this information, Ahrefs has some of the most detailed and up-to-date backlink and rankings analysis data anywhere. Their results also display social metrics including Shares, Likes, Tweets, and Google +1s next to each link.

Using these tools, website evaluation and competitor analysis are easier than ever. Ahrefs supplies detailed, exportable reports and easy-to-read visual comparisons. The multifaceted tools can be used to view backlinks and assess backlink quality, gain competitive intelligence, check rankings, conduct keyword research, and help anyone improve their SEO strategy. The company offers both limited free tool access and paid account membership with additional functionality and access to data collection.

4 SES • March 2013 {New York}

AnalyticsSEO Booth 714 www.analyticsseo.com AnalyticsSEO is a double-award-nominated and leading SEO SaaS platform based in the UK and the US. The software includes integration with Majestic SEO, Google Analytics, Google Webmaster Tools, and SEMRush. As a result, the platform offers massive time savings for our clients by providing all of their data in one place and automating mundane tasks, including all aspects of SEO reporting.

AnalyticsSEO has been proven to help its clients win more new business, scale, and become more profitable.

Other USPs include our lead generation tool for agencies, multilingual support, multi-site overview, and several powerful features that make the software perfect for managing large volumes of SEO campaigns.

AuroIN LLC Booth 706 www.auroin.com The SEO Sales Engineers Program provides high-quality leads to an exclusive group of authorized resellers. The sales engineers generate leads and follow up on the details. Once they are pre-qualified by their dedicated sales team, the leads are handed directly to reseller partners, free of charge. All that is left to do is close the deal! The reseller now owns the client and is free to use any pricing plan suitable.

AuroIN works hard so you don’t have to!

AuroIN’s services broadly include SEO, link building, PPC, SMO and CRO. The company has significant operations based in India as well as headquarters in New York and Singapore, extending its services to over 40 countries worldwide and a strong base of over 1,400 clients. The AuroIN family comprises 700 employees spread across the world.

BETAOUT TechXpo #3 www.betaout.com Betaout is an editorial project management software that empowers digital agencies and content networks to manage their editorial process in a more efficient and structured way. Its capabilities include: •• Workflow engine •• Story pitches •• Team analytics •• Real-time notifications •• Editorial calendar •• Management of freelancers (including payments and invoicing) •• Team performance leader board

Bing Ads Accredited Professional Sponsor www.BingAdsAccreditedPros.com

sponsors & Download the app or visit SESNewYork.com. exhibitors Blastis.com TechXpo Blastis is a text solutions provider. We have a suite of mobile products that allow SMEs to use text as a sales, marketing, and communications tool.

After more than a year in development, we are launching our company at SES New York!

Our platform consists of several mobile solutions bundled into one easy-to-use tool for SMEs and small business. We are providing web-based text solutions to the millions of web sites that currently use web forms or email. We believe that text is the preferred form of communication for most people and that text will continue to grow as the preferred message delivery system.

We are launching with our first three products in the suite.

SMSWebChat is a live chat solution that plugs into any website and allows the site to offer a live chat option to its visitors. All visitor session info is captured and stored.

Brafton, Inc. Booth 609 www.brafton.com Brafton is a news and content marketing agency. Full-time, inhouse content writers and graphic designers create exclusive content targeting clients’ unique audiences, keywords, and business goals. Account managers provide consultancy on SEO-friendly content marketing strategies to engage social audiences, drive relevant website traffic, and optimize for conversions. Custom analytics reporting ensures the most effective strategies for maximum results. Brafton serves clients throughout North America from offices in Boston, Chicago, and Sab Francisco.

BrightEdge Booth 310 www.brightedge.com BrightEdge is the global leader in enterprise SEO, helping more than 4,500 of the world’s largest brands stay ahead in the rapidly evolving Internet landscape. BrightEdge S3 harnesses the power of analytics on big data to drive revenue from web sites, search engines, and social networks across the globe in a measurable, predictable way. BrightEdge is based in San Mateo, CA, with offices in New York City and London.

ClickZ Booth 205 www.clickz.com ClickZ is the largest resource of interactive marketing news, information, commentary, advice, opinion, research, and reference in the world, online or off-. From search to social, technology to trends, our coverage is expert, exclusive, and in-depth.

Our mission: to help interactive marketers do their jobs better.

The seasoned ClickZ News team serves up smart, original reporting and analysis on the interactive marketing industry and the companies that make it tick. Experts from the trenches provide commentary, opinion, advice, and thought leadership from the leading

practitioners in interactive marketing. The ClickZ Stats section is an award-winning source for interactive and Internet research. Facts, figures, research, and data on every facet of the online industry, domestic and worldwide.

ClickZ also offers: •• ClickZ Job Board: ClickZ Jobs helps connect job seekers with new employment opportunities and provide employers access to our large audience of interactive marketing professionals.

•• ClickZ Academy: ClickZ Academy has been created to help online marketers develop their skills. From e-learning and webinars, to onsite or in-house training, we offer a format to suit your preferred learning style.

Contactology Booth 612 www.contactology.com Contactology is simple, yet scalable email marketing software.

Marketers love our autoresponders, dynamic list segmentation, and social media integrations that allow you to share and track for better results. Advanced users trust our API to provide customization and automation. Agencies and technology providers enjoy new revenue through our white label and referral programs.

Contact us today to learn why Contactology will be the last email software you’ll ever need.

Covario Booth 523 & Registration Area Sponsor www.covario.com Covario is the world’s leading independent search marketing agency.

Covario was selected by OMMA as both the 2012 and 2011 Search Agency of the Year. The firm is also the parent company of Rio SEO, the leading software provider of SEO, social media, and content marketing automation tools. Headquartered in San Diego, Covario has about 250 team members worldwide who are also concentrated in Beijing, Chicago, London, New York, Phoenix, San Francisco, Sao Paulo, Seattle, Singapore, Tokyo, and Toronto. The agency’s growing customer base includes world leaders in technology, consumer electronics, retail, ecommerce, financial services, media, entertainment, publishing, and consumer packaged goods. More information is available at http://www.covario.com.

Demoflick Booth 417 www.demoflick.com DemoFlick is your solution for animated explainer videos for websites. Our videos are all custom produced using hand-drawn characters and graphical elements. Animation works! Our clients are seeing increased conversion rates and a boost in search visibility.

It’s easy! Our team does all the heavy lifting for our clients; including script abd concept development, scene boards, voiceover, design, animation, music, SFX, and more. Check us out at www.DemoFlick. com or see our extended portfolio at www.vimeo.com/demoflick.

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sponsors & exhibitors SES New York | March 25–28, 2013 Dotlogics Booth 519 www.dotlogics.com Dotlogics: the web experts. Our Long Island–based team provides a one-stop destination for all your website and marketing needs.

Dotlogics provides affordable effective web solutions for companies ranging from startups to large corporations. Our mission is to collaborate with you to obtain results that cater to your personal wants and goals. Dotlogics has a proven track record for award winning services and satisfied clients. And to top it off, Dotlogics has a 100% satisfaction guarantee, so there is no risk in investing funds.

Services: •• Website Design and Redesign •• Ecommerce Solutions •• Internet Marketing •• Mobile Applications •• Branding and Logos

Edgenet Booth 516 www.edgenet.com Edgenet creates technologies harnessed to its unparalleled expertise in managing, structuring, and optimizing product data and product data feeds.

Founded in 1991, Edgenet is a privately held company with offices in Atlanta, Nashville, and Milwaukee, where they have assembled a team of experts who boast years of experience in taxonomy and some of the brightest minds in the world.

Edgenet’s team designs successful solutions for everything from guided and visual selling to collecting and optimizing manufacturer data to product search’s most pressing demand—merchant feeds and product listing ads (PLAs).

Today’s customers demand rich, structured data for their comparison and research needs. Edgenet’s technologies enable merchants (both in store and online), search engines, and suppliers to accurately and completely represent their brand and products online.

Fruition—Internet Marketing Expertise Booth 710 fruition.net Fruition® is a Denver-based SEO, social media, website design, and development company. Fruition’s mission is to help companies get online, stay online, and use the Internet as a competitive advantage.

Since 2003, our team of experts has offered data driven strategies and enterprise level services at mid-market levels of engagement.

gShift Labs SEO Software Booth 705 www.gshiftlabs.com gShift Labs’ industry leading SEO software system, Web Presence Optimizer™ (WPO), helps marketers and agencies more efficiently and effectively monitor and report on SEO campaigns. gShift’s patent-pending WPO software provides insight into an entire web presence—website, blogs, press releases, social media, and

6 SES • March 2013 {New York}

analytics—by reporting organic rank data, backlinks, social signals, and competitive intelligence, all of which contribute to the goal of ranking higher organically in the search engines.

The fundamentals of SEO still matter; however, SEO in 2013 is about social signals (Facebook, YouTube, Twitter, LinkedIn, Google+, and Pinterest) and fresh content (blogs and press releases).

Track, manage, measure, and report web presence analytics data all in one place using gShift’s SEO monitoring and reporting software. Organizations of all sizes benefit by reducing the time and resources required to analyze and improve organic search optimization. gShift Labs can be contacted at 1-866-743-5960 or sales@ gShiftLabs.com, or by visiting www.gshiftlabs.com.

iCrossing Booth 610 www.icrossing.com iCrossing is a global digital marketing agency that combines talent and technology to help world-class brands find and connect with their customers. The company blends best-in-class digital marketing services—including paid search, search engine optimization, Web development, social media, mobile, research, and analytics—to create integrated digital marketing programs that engage consumers and drive ROI. iCrossing’s client base includes such recognized brands as The LEGO Group, Epson America, and Toyota, and 40 Fortune 500 companies, including The Coca-Cola Company, MasterCard, and FedEx. Headquartered in New York, the company has 700 employees in 13 offices globally. iCrossing is a unit of Hearst Corporation, one of the nation’s largest diversified media companies.

For more information, please visit www.icrossing.com.

IDInteract, Inc. Booth 618 www.idinteract.com IDInteract introduces an economic demand–based approach to digital marketing focused on the identification of consumer market demand followed by automatic revenue conversion. Our Demand Exchange™ platform is designed from the ground up to empower enterprise marketers to effectively and efficiently manage to the market demand curves for their brands, products, and services.

Too much data with too little usefulness has created the need for enterprise-grade solutions offering simplicity, automation, measurement, and a bridge to revenue. IDInteract meets this need today with the Demand Exchange platform.

Indus Net Technologies Booth 615 indusnet.co.in We are a 14-year-old, ISO-certified company, specializing in working with digital agencies as service delivery partners for web design and development, SEO, and smartphone apps. Our team has 450+ specialized professionals based in India alongside our UK office to deliver the highest ROI and top-notch support.

sponsors & Download the app or visit SESNewYork.com. exhibitors Info Cubic Japan

LinkVehicle

Booth 522 www.infocubic.co.jp/en/ Info Cubic Japan is a search engine marketing (SEM) firm serving more than 500 businesses in the Far East. Established in 2002, we have optimized more than 5,000 keyword searches designed to drive traffic to our clients’ web pages. Info Cubic Japan, however, doesn’t stop at search engine optimization (SEO); we also provide individualized cutting-edge global marketing strategies, advanced pay-per-click (PPC) analyses, and website localization for the Asian market. In addition, our extensive experience with Internet marketing in Asia enables us to help our overseas customers effectively market their goods and services throughout the region.

Booth 719 www.linkvehicle.com LinkVehicle is an exciting way for advertisers to accelerate their link building efforts. They offer traditional text-link ads that are placed in the side bar or template of their publisher websites, and blog reviews, which allow you to request written reviews that include in content links. Benefits for advertisers include increase in organic rankings, buzz and branding, and direct traffic. LinkVehicle’s marketplace is completely private, but every advertiser is assigned a dedicated SEO professional to assist with your link building campaign.

Website owners and bloggers benefit through LinkVehicle by including their websites into their marketplace and earn revenue by writing blog posts or placing text links.

Internet Marketing Ninjas Booth 700, Sponsored Session, & Badge Booklet Sponsor www.internetmarketingninjas.com Internet Marketing Ninjas, formerly We Build Pages, is a fullservice Internet marketing company established in 1999. Though the agency is most well known for their expertise in link building, the re-branding has introduced a broad range of additional SEO services including social media marketing, SEO reporting, content development, conversion analysis, and their currently featured Panda recovery reports. The company’s CEO and founder, Jim Boykin, is a frequent conference speaker and a pioneer in the SEO industry. Jim’s blog, a renowned link building resource, was named Best Link Building Blog in 2006 and 2007 by Search Engine Journal. Now the blog hosts even more voices, including frequent contributor Ann Smarty and staff writers Bonnie Stefanick and Jennifer VanIderstyne.

Recently, Internet Marketing Ninjas released a number of free public tools including an on-page optimizer and a comprehensive site crawler. Currently the in-house staff consists of nearly 100 ninjas, expertly trained in various aspects of SEO.

Linkdex Booth 410 www.linkdex.com Linkdex is the data and technology partner to leading agencies and brands around the globe. With accurate data at the heart of an award-winning platform, we extract actionable business intelligence for SEO, content marketing, social media, and public relations.

Powered by innovative technology such as influential author discovery, social circle suggestions, content 360 analysis, and geoperformance benchmarking, Linkdex allows clients to build relationships with key influencers in a market, optimize content and engage with the people that matter, and measure performance all from one integrated suite. Please contact support@linkdex.com for more information.

Mongoose Metrics LLC Booth 617 mongoosemetrics.com Mongoose Metrics is the authority for exposing what happens before, during, and after phone conversations to assist clients with actionable data for quick and effective marketing spending.

The company developed the industry’s first patent-pending phone call tracking technology, which integrates phone call reports into third party web analytics packages such as Webtrends™, Google Analytics™, and Omniture SiteCatalyst.™ The company’s innovations also include keyword-level tracking solutions for online marketers who need to understand what paid search (PPC) traffic is driving phone calls. In 2010, the company expanded its service coverage area to Canada and the United Kingdom. Mongoose Metrics is a privately held company based in Independence, Ohio, and was founded in 2007 by information technology and telecom veterans Stephen Abbey, Bradley Reynolds, and Jeff Tirey. For more information about Mongoose Metrics products and services visit www.mongoosemetrics.com or call 1.877.784.0496. Follow us on Twitter @mongoosemetrics.

Page One Power Booth 517 & Sponsored Session www.pageonepower.com Page One Power does custom SEO, link building, and SEO site audits.

Custom SEO: Custom SEO by Page One Power is a unique blend of thorough research, skillful application, and constant communication. We don’t use canned solutions or pre-planned deliverables.

Instead we focus on a site’s particular needs and wrap SEO solutions around those needs.

Link building: Page One Power specializes in custom link building. We have several dedicated link building teams of college graduate researchers and writers who spend all of their time finding high-quality links. We analyze a niche, the leading competitors and industry experts to formulate a customized solution for your particular link building needs. We are creative and hard working, and get the links you need.

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sponsors & exhibitors SES New York | March 25–28, 2013 Site audits: A site audit prepared by Page One Power is a comprehensive resource for your web team to use to plan their SEO strategy around. We focus on three items in our site audits: technical, relevancy, and linking. The intent of our site audits is always how to get ranking results. Sometimes all you need to get your SEO project underway is an unbiased, expert opinion.

Page One Power is an SEO firm located in Boise Idaho. It is headed by two brothers, Jon and Zach Ball. Page One Power focuses on customized, white-hat SEO. They work with a limited number of highly motivated clients who are focused on getting top search engine rankings.

“We’re a small firm. We don’t have departments and account managers so our clients work directly with the leadership of the company. Because of this our clients love working with us. Of course we get results too.” Jon Ball, Page One Power

Pepperjam Network Booth 521 www.pepperjamnetwork.com Pepperjam, a GSI Media company, is an industry leader in online performance marketing and technology. We drive quality pay-forperformance results, provide unparalleled service, and maximize long-term relationships between online merchants and publishers through our people, expertise, and technology. Pepperjam operates a next-generation performance marketing network, which provides innovative tools and analytics to optimize the complex performance marketing channel.

PRWeb Booth 514 www.prweb.com PRWeb leads the industry in online news distribution and publicity. It takes the press release—formerly the expensive asset of large businesses—and makes it accessible to organizations of all sizes, as an inexpensive, hugely effective means of sharing news online, becoming more visible, attracting inbound media enquiries, and winning new customers. PRWeb is a service of Vocus. (NASDAQ: VOCS)

Quantcast Booth 416 & Sponsored Session www.quantcast.com Quantcast is a digital advertising company specialized in audience measurement and real-time advertising. As the pioneer of direct audience measurement in 2006, Quantcast has today the most indepth understanding of digital audiences across the web, allowing marketers and publishers to make the smartest choices as they buy and sell the most effective targeted advertising on the market.

Rimm-Kaufman Group (RKG) Sponsor www.rimmkaufman.com The Rimm-Kaufman Group (RKG) is a data-driven online marketing firm specializing in paid search marketing, multichannel attribution management, and display advertising.

8 SES • March 2013 {New York}

Long recognized as the thought leader in paid search marketing, RKG drives results for over 170 retail, travel, finance and B2B clients. RKG strives to become an integrated member of each client’s marketing team. Our expert analysts leverage proprietary, constantly evolving technology to develop scalable strategies that meet or exceed each client’s unique marketing goals.

RKG is a member of the Google SEM Advisory Council and has been named to Inc. Magazine’s list of 500 Fastest Growing Private Companies.

Rio SEO Booth 418 www.RioSEO.com Rio SEO provides best-of-breed technology solutions for earned and owned digital media programs, specifically for SEO (search engine optimization) and social media marketing. Based in San Diego, Rio SEO is among the largest independent providers of SaaS-based SEO automation solutions with patented technology. Rio SEO offers application modules for organic search and social media with tools for content marketing, auditing, reporting, change tracking, keyword competitive analysis, mobile site optimization, SEO execution, and local SEO automation. Rio SEO software clients include brand marketers, retailers, and digital agencies. The firm was one of just four software providers chosen for The Forrester Wave™: SEO Automation Platforms, Q4 2012, where it was cited as “the only leader.”

More information about Rio SEO is available at www.RioSEO.com.

Search Engine Watch Booth 205 searchenginewatch.com Search Engine Watch provides tips and information about searching the web, analysis of the search engine industry, and help to site owners trying to improve their ability to be found in search engines.

Searchmetrics Booth 605 www.searchmetrics.com Searchmetrics is a pioneer and leading international provider of search and social analytics software for enterprises and online agencies. With its unique server infrastructure and software solution—Searchmetrics Suite™—Searchmetrics helps its customers and partners by aggregating and evaluating large quantities of data covering website rankings, keywords, and relevant competitor groups.

Searchmetrics Suite™ offers a unique insight in search engine and social media visibility of websites in 123 countries. This insight is of vital importance for companies engaged in inbound marketing because prominent visibility in search engines is indispensable in getting their content seen by potential customers online.

Next to Searchmetrics Suite™, Searchmetrics also offers a toolset for a quick start to search engine and social network optimization and real-time analysis—Searchmetrics Essentials™—as well as high-end SEO consulting services in Germany, Austria, and Switzerland. Headquartered in Berlin, with subsidiaries and offices in New

sponsors & Download the app or visit SESNewYork.com. exhibitors York, London, and Paris, the company delivers real web intelligence to a growing international customer base. You can follow Searchmetrics on Twitter @Searchmetrics or on Facebook at www.facebook.com/Searchmetrics. For more information, please visit: www. searchmetrics.com.

The Search Monitor

be found trotting the globe, and have sponsored or spoken at search events in more than 15 countries since 2007.

7Search.com Booth 511 www.7search.com 7Search has been a premiere pay-per-click search network for over a decade, distinguishing itself for driving quality traffic, affordably.

Known for excellent customer service—advertisers can call, email, or instant message an actual person that is an expert in training and assisting advertisers to optimize their campaign. This team is dedicated to ensuring each and every advertiser achieves the best return on investment they possibly can. Take advantage of 7Search’s network to drive traffic your way.

Booth 518 thesearchmonitor.com The Search Monitor works with SEM, SEO, brand, and affiliate marketers to monitor advertising activity across keywords on search engines, shopping engines, and social networks in real-time, worldwide. Features include: email alerts, screenshots, reports, charts, and statistics on market share, rank, ad copy, ad spend, trademark and affiliate violations, affiliate links in tweets, and link building recommendations.

Uses: •• Competitive Intelligence to Optimize Campaigns •• Trademark Monitoring for Brand Protection •• Affiliate Monitoring for Compliance & Recruitment Supported Media: •• Search: Paid, Local, & Organic Universal SERPs •• Shopping Engines •• Devices: Mobile, Desktop, Tablets •• Social Media

TechXpo www.shoppingcartelite.com Shopping Cart Elite is for online retailers and wholesalers who are dissatisfied with the limitations of their shopping cart. Shopping Cart Elite is an enterprise ecommerce solution at a small business price that will completely automate your online business. Unlike the majority of shopping carts in the market, our system doesn’t require you to pay thousands of dollars each month to app partners to have automation, marketing, and SEO tools for your business.

seoClarity

Skyword

Booth 702 www.seoclarity.net Learn how seoClarity equips enterprises and agencies with unparalleled insights into their SEO efforts and helps improve ROI and visibility by 200+%. We provide an integrated, holistic approach to SEO with visibility and insights for every SEO effort, utilizing the best data and patent-pending analyses anywhere on the planet. seoClarity’s cloud-based platform provides limitless scale to tackle your most complex SEO challenges and scale your efforts. Whether you’re looking to track and report on your SEO or a solution for link building and content generation, seoclarity is the only complete SEO platform. The combination of the best data set on the planet with advanced, patent-pending analyses gets you insights that help beat the competition, improve visibility, and deliver better ROI.

Booth 415 www.skyword.com Skyword offers a comprehensive content production platform that helps organizations reach and engage their audiences with original, quality content designed to succeed in online search and the social web—the two primary ways consumers seek information today.

SEOmoz Lanyard Sponsor www.seomoz.org SEOmoz is the world’s most popular provider of inbound marketing and social monitoring software, as well as easy-to-use tools, tutorials, and educational resources to make marketing analytics accessible to everyone. More than just a software company, SEOmoz has built a vibrant community of over 300,000 members who participate in their Q&A forums, read and comment on their blog, attend Moz events, and participate in weekly webinars. Mozzers can often

Shopping Cart Elite

Stone Temple Consulting Reception Sponsor & Sponsored Session www.stonetemple.com Stone Temple Consulting provides holistic internet marketing optimization services. This includes SEO, social media, and PPC services, all designed to grow your business steadily over time. Link building services focus on strategies that combine brand building with the creation of all natural high quality authoritative links.

Key STC facts include: •• More than 10 years experience in the industry.

•• 25+ experience online marketing practitioners.

•• Clients ranging from Fortune 100 companies to startups.

STC CEO Eric Enge is the lead co-author of The Art of SEO, a frequent industry speaker, and regular columnist for Search Engine Watch and Search Engine Land.

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sponsors & exhibitors SES New York | March 25–28, 2013 SubmitEdge Booth 716 www.submitedge.com Located in the UK, the US, and India, SubmitEdge is one of the largest contextual link building companies in the SEO Industry. We are an ISO 9001-2008 certified company with over 200 in-house employees. Since our production house is in India, we can offer services at affordable prices. SubmitEdge has served over 18,000 customers worldwide since 2006. Our link-building effort has helped our customers achieve their SEO goals to get organic ranking, leading to increases in traffic and sales. SubmitEdge is the brain child of Kush Infosystems Pvt. Ltd. that specialised in SEO, content writing, and web programming.

Textbroker.com Booth 703 www.textbroker.com Textbroker is your marketplace for unique and exclusively written articles created to your specifications. Our fixed rates make cost planning for projects of all sizes simple. No auctions, ho hassle: just place your order and writers find you. Create multiple orders for website localization, article marketing, and search engine optimization quickly and easily with our interface, or let our project managers provide turnkey content solutions. Provide your editors and clients content without lifting a finger via our API. With more than 100,000 US authors at your disposal and rates starting around a penny, creating content has never been so easy and so fast.

TN Private Label Booth 322 tnprivatelabel.com The TicketNetwork® Private Label Program provides our partners with a private white-label ticket website, as well as access to the world’s largest ticket exchange, which displays more than $2 billion in inventory, including tickets to over 80,000 sports, concerts, theater, and Las Vegas events.

We handle all of the customer service, order fulfillment, and credit card processing. You focus on what you do best—Internet marketing!

Unlike other affiliate programs, TicketNetwork® puts you in the driver’s seat. You set your own retail mark-up of the secondary tickets broadcast on your website. Basically, you control your own commission! And with ticket orders averaging at more than $300, you will quickly earn a lot of revenue. With us, you: •• Make more money by connecting to our online Exchange.

•• Control your commission.

•• Sit back and collect your earnings—weekly!

topseos.com Booth 520 www.topseos.com The independent authority on search vendors, topseos.com evaluates and ranks the top internet marketing companies. Categories

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ranked by topseos include search engine optimization, pay per click management, affiliate marketing, social media optimization, and many more.

Since 2002, topseos has been a trusted resource for businesses looking to launch or improve internet marketing campaigns. The pathfinder service allows topseos to work directly with you to help find companies that best fit your business needs. Why waste time searching through thousands of sites with false promises? Go straight to the authority, gain insight into the industry, and work with the best.

VisiStat Booth 611 www.visistat.com VisiStat is a web analytics / customer intelligence platform that captures complex analytical data in real-time, and simplifies it specifically for SMB / SME enabling well-informed business decisions that increase sales opportunities and maximize online marketing effectiveness. The VisiStat solution is an integrated, single-source ecosystem providing comprehensive web analytics and campaign tracking to optimize website performance and online marketing ROI, plus an anonymous visitor identification solution that generates new sales leads directly from your website. The result is greater visibility as to how customers and prospects are engaging your business, and clear, specific steps to improve your online presence.

Website Magazine Booth 603 www.websitemagazine.com Website Magazine presents expert information on Internet success, in print, digital, smartphone, and iPad editions. Find how-to information at WebsiteMagazine.com and in Web Success newsletters on search marketing, e-commerce, design, and development, and trends in social, local, and mobile. Subscribe free at http://websitemagazine.com/subscribe, then download the Web 100 Report at http://websitemagazine.com/Web100.

Yext Booth 709 www.yext.com Yext is the location information software company that allows businesses to own and instantly update their content on 45+ different local directories, search engines, and mapping apps including Yahoo, YP.com, Citysearch, and Foursquare. Yext works with the largest brands including seven Fortune 100 companies.

As an industry leader, Yext has been featured in the Wall Street Journal, Bloomberg, and Business Insider. Yext is based in New York City, and was named to the Inc. 500 fastest growing private companies (top 10 in NYC) in 2011.

Actionable Analysis

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Multichannel Marketing and Measurement Come of Age The Launch of Convergence Analytics

by Andrew Edwards

A

Combining big data, powerful algorithms, t SES New York, my partner Rand cloud computing, digital connectors, com Schulman and I will present Efectyv Marketing’s first convergence ana- mon data keys, and portable display layers, convergence analytics–oriented tools may lytics market study. Developed in put all of your business’ relevant data into a conjunction with Incisive Media, the report small set of manageable, insight-rich dashis based in part on a December 2012 survey of more than 500 vendors and practitioners. boards. Adding what is commonly called a Adam Singer from Google Analytics will join “predictive” layer, some applications in this market may also make use of multichannel us on the panel to help illuminate the rapidly data by driving on-the-fly content changes evolving market. based on user context.

The Promise of Convergence Analytics Convergence analytics represents a constellation of maturing, interoperable marketing technologies that have recently come to form a new marketing environment. It is different from the environment that has existed since the advent of the commercial web.

We know that Internet marketing began with the first dotcom and that web sites were considered the flagship marketing vehicle.

Multichannel, electronic marketing began when a certain law firm in Arizona “targeted” an email list with ads for immigration and visa assistance. This action generated a level of opprobrium one might have expected in reaction to the behavior of a Lizzie Borden.

In those days, “the net” was administered by a self-appointed correctness league that wanted the Internet to have a permanent amateur status.

However, the web and its associated digital technologies were commercialized quickly. One major reason for this was the perception that digital marketing is a very cost-effective and measurable way to reach prospects and nurture customers. Yet, despite the widespread success digital marketing has achieved, the “measurability” part of the equation, especially actionability, has in large measure been something less than a convincing success. Phrases such as “information without insight” and “not trusting the numbers” are characteristic of the common complaints.

This may be changing. Convergence analytics represents the maturing stages of multichannel marketing and measurement.

Presentation of First Industry Study Our panel at SES will launch the first-ever convergence analytics industry study, which is based on our experiences as operating executives in the analytics space as well as the survey we conducted with Incisive Media in December. Opening a dialogue about what we really want from the current wave of maturing technologies—as well as what we can reasonably expect—we will: •• Explore many of the tasks that must be completed before the promise of convergence analytics is realized.

•• Look at things like the importance of building robust data connectors and how the quality of these may prove a differentiator for vendors.

•• Examine the complex work attendant on pulling together disparate data sets, normalizing them, implementing the measurement, and determining the importance of the data that comes back to us from the measurement suites.

•• Discuss the types of companies that seem well positioned to succeed in convergence analytics.

•• Try try to peel back some of the mystery surrounding the true mix of product capability versus professional services associated with success in convergence analytics.

We’ll also talk about the changing role of the ownership of the digital domain. As measurements become more complex and

involve more of the company as a whole, are they really only a marketing function now?

Or does convergence analytics deliver more of the company’s operations into the purview of the information-empowered marketer?

Expectations for the Discipline While we can’t know which companies will thrive in a convergence analytics market, or fully glimpse the form our survey results will take, we can state today what we hope to see tomorrow. This is rather simple: We want marketers and business executives to be able to receive a single view, or a small set of visualizations, of the greater portion of accurately collected data from desktop, mobile, social, email, call center, CRM, cost center, and even ERP in order to make the best possible decisions about digital content, its costs, and its rewards, as they relate to every phase of customer activation.

The goal today has not moved much from its historic location at the nexus of information and the most advantageous approach to the market. We believe convergence analytics vendors and practitioners are moving closer than ever to that goal.

Andrew Edwards, a managing partner at Efectyv Marketing and Technology Leaders, has been a pioneer in the digital space since the 1980s.

Don’t miss this session at SES New York:

The Dawn of Convergence Analytics Tuesday, March 26, 3:30-4:30pm Speakers: Andrew Edwards, Efectyv Marketing Rand Schulman, Efectyv Marketing Adam Singer, Google Analytics See page 18

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Marketing Automation

Start Winning Now with AdWords Enhancements Use Marketing Automation and Mobile Targeting to Ensure the Success of Your Advertising

by David Szetela

G

oogle AdWords managers, are you feeling overwhelmed lately? You have every reason to be. During the past 12 months, we’ve seen the rollout of more major AdWords features and options than in any similar period. Let’s take a look at two categories of changes—marketing automation and mobile targeting—and see how you can profit from them.

Business Intelligence and Marketing Automation Of all the tasks on the PPC manager’s to-do list, managing bid prices is one of the most complicated and time consuming. Enhanced Campaigns feature the ability to set bids precisely by compounding bid modifiers. For example, you can boost keyword bids by 50% when ads are served to people in a particular location, and another 75% if those same people are performing a search on a mobile device.

The good news is that this helps ensure that your ads are seen by the right person, at the right time, and in the right location. The bad news is that performance reporting, data analysis, and bid adjustment can become much more difficult.

More good news / bad news: you can now see Google Analytics data in the AdWords user interface. Data points like bounce rates, page views, and even multi-channel funnel assists are available at the campaign, ad group, ad, and even keyword level. PPC managers applaud this trend; after all, better data transparency means better control, right?

Not always. As the number of available data points increases, so does the time required to analyze the data and take action.

How can you manage keyword-level bidding for a 50,000-keyword account if there are 10 juicy data points per keyword to take into consideration?

Enter automated bid management.

Built into AdWords are three types of bid automation: Enhanced CPC Bidding, Conversion Optimizer, and Display Campaign Optimizer (for display campaigns only and recently renamed Automatic Campaign

12 SES • March 2013 {New York}

Optimization.) All three act on performance data that Google “knows” about every keyword and site placement ever used in its network. These bid management features aren’t perfect, but they’re free. More to the point, they save management time and, especially for accounts with lots of keywords, do a much better job at monitoring and optimizing keyword bids than a human ever could.

The proliferation of data points, targeting methods, and compounded bid adjustment options will increasingly drive AdWords advertisers to take advantage of bid automation, whether supplied by Google or by a third-party vendor like Acquisio, Kenshoo, or Marin. These third-party platforms can factor in the cost and effect of previous marketing actions (like consecutive visits to an advertiser’s site), something that Google’s bid automation tools can’t do—yet. But Google has taken one step in that direction with the provision of Multi-Channel Funnel data in AdWords, and they’ve also announced that they will soon give advertisers the ability to track offline-to-online and online-to-offline conversions.

For example, the recently announced Google Offers Extension allows an advertiser to include in their ad a link to an offer—e.g., a discount coupon—that can be redeemed at a physical location. Google provides mechanisms for tracking the redemption of these offline offers.

So I think we’re just a few years away from the advent of true marketing automation— the tracking of a customer’s behavior no matter what advertising medium they’ve been exposed to. We might even see Google carry out experiments of the past—print, radio, and TV advertising bought on a cost-per-action basis. Those efforts weren’t so much failures as they were ahead of their time.

Mobile Is the New PC According to the Gartner Group, shipments of desktop PCs have been declining steadily since 2004, and mobile PC shipments have been dropping since their peak in 2010.

Meanwhile, tablet and smartphone computer shipments are, according to IDC, experiencing double-digit growth, and by 2012 had achieved a combined 65% market share compared to desktop and notebook PCs. Little wonder that Google is using the Enhanced Campaign context to encourage advertisers to target tablets and smartphones. To put it bluntly, if your ads are only targeting traditional PCs, you’re appealing to a dwindling audience.

Google’s recent emphasis on mobile advertising isn’t exclusively self-serving.

The company wants to ensure an optimal user experience for searchers, and wants its advertisers to profit from the trend toward mobile device adoption. Here are some ways to ensure your mobile advertising success: •• Use responsive design principles to give site visitors a positive experience no matter what device they’re using.

•• Think about creating an app rather than forcing your customers to interact via a traditional site. People using mobile devices are more comfortable with a gesture-based user interface than with a keyboard-and-mouse interface.

•• Watch the developments in the “mobile payments” space. E-retailers like Amazon and services like Google Play and the Apple App Store have been successful on mobile devices because they offer fast, easy, one-click buying mechanisms. When all e-retailers can offer similar mechanisms, sales via smartphones and tablets will skyrocket.

•• Offer potential customers a phone-only option for contacting you, and use AdWords Call Extensions to make it easy for smartphone users to call.

Online advertising expert David Szetela is the former Owner and CEO of Clix Marketing, a PPC advertising agency.

MOBILE

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Site Architecture for the Multiscreen User How Do You Reach Users Regardless of Their Device and Location?

by Bryson Meunier

T

en years ago, developing a site seemed complicated, but in retrospect it was much simpler than it is today. Back then we took things for granted—for example, that our searcher was in front of a computer placed on a desk, entering queries with a keyboard. We constructed our sites in a way that was relevant to those user queries, and traffic would result.

Today our searchers could be behind a desk or en route to a store. They could be typing on keyboards or speaking into smartphones or tablets. They could even be searching without words at all, using visual queries through Google Goggles or, soon, through Google Glass.

So how do marketers make sense of this brave new world and construct their sites to reach today’s searcher, regardless of that searcher’s device and location?

When Responsive Web Design Is Not Appropriate The good news is that marketers can build their sites in a way that is friendly to the new multiscreen user while addressing users’ needs on specific platforms. Some approaches to site architecture and content strategy say that you can’t do this and that the only future-friendly strategy for site architecture is to make your site responsive or your content adaptive.

Responsive web design is a hot trend in web design right now. According to Google’s definition (though some designers may disagree), a website exists only on one URL using the same HTML and adaptive content, which is content that is relevant everywhere, regardless of device. Google favors this approach for SEO, but only if it works for a site’s users. If it doesn’t work for users, Google doesn’t recommend it, but at the same time they don’t say when responsive web design is appropriate and when it’s not.

There are at least five instances when responsive web design is not the best solution for SEO or for users. One of these arises when searchers are looking for different things or

using different words on their mobile devices than they are on desktop. For example, ten years ago you couldn’t do a search on nearby restaurants in Google, because Google didn’t know where you were. Today, if you do such a search on a mobile device, Google doesn’t have to guess your location based on your IP address; it can use your GPS to give you better results. Hence, most people who put in the keyword “nearby” or “near me” are searching from mobile devices.

Ten years ago you couldn’t do a search on nearby restaurants in Google, because Google didn’t know where you were.

Today, if you do such a search on a mobile device, Google doesn’t have to guess your location based on your IP address; it can use your GPS to give you better results.

Likewise, if you’re in the finance space, you can include information on CD rates on your site, because you know that a lot of desktop searchers are looking for these rates, but you probably don’t want to put information on CD rates on your home page. Even though there are several thousand searches on this topic per month on mobile devices, these searches represent only 7% of the total volume across all devices, where 25% is now the average.

On the other hand, users are looking for ATMs on mobile devices even more than they are on desktop devices. In a world where 25% is the average mobile percent of total search volume, 97% of total users are looking for ATM locations on a mobile device. Therefore, if you’re a bank, you’ll want to prioritize this type of information for mobile users, but not necessarily for desktop searchers on your home page.

Technical Issues for Responsive Sites There are also technical elements of site architecture that need to be addressed when creating an experience for a multiscreen user. For example, SEOs know that problem URLs can cause indexing issues with a site. URLs with hashbangs, for example, will not be indexed by the major search engines. Because responsive sites and sites using dynamic serving inherit the URLs of the desktop site, indexing issues can lead to reduced visibility in search engines.

Mercedes-Benz uses a popular transcoder to present their traditional website to mobile users in a mobile-friendly format on the same URLs as the traditional site. As a result, they’re not able to address the stage of the purchase funnel where users are searching by car type, because those pages aren’t indexed in traditional Google search or Google mobile search. This reduces their visibility significantly because they have no page that a site user can visit when they’re looking for this type of content.

Those who get next-generation site architecture right today will be tomorrow’s winners. My session at SES New York will show you how.

Bryson Meunier is director, content solutions, at Resolution Media. He is the primary architect of the company’s natural search product and ClearTarget Digital Behavior Analysis.

Don’t miss this session at SES New York:

Next-Generation Site Architecture Wednesday, March 27, 10:15–11:15am Speakers: Patrick Branigan, Overit Bryson Meunier, Resolution Media See page 18

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Actionable Analysis

Learning from Others’ Successes and Failures How and Why You Should Spy on Your Competition

by Suren Ter-Saakov

W

hy should you spy on your com petitors? The answer is simple: because they’re probably spying on you. If you own a business, you have to consider whether there is a potential profit in any investment—after all, who wants to waste money on something that isn’t going to sell? By spying on your competitors, you will obtain the data you need to make a sound decision.

For the purposes of this article, we will be a company that is debating whether to offer Guess and Coach handbags, which require a substantial investment to sell. We will utilize competitive strategies to help us in our decision.

Figure 1

Compare Keywords across Competitors With the use of competitive analysis tools, you can compare keywords across competitors. When you know the keywords your competitors are bidding on, you can intelligently decide whether to bid on them yourself. Take a look at the keyword summaries for “guess purse” and “coach purse” (Figures 1 and 2).

The keyword “coach purse” yields almost 3 million more results and has 11 thousand more searches per month than “guess purse” does. We can conclude that there is a lot more interest in Coach than in Guess, although the two brands have similar trends that do not vary significantly throughout the year. We can also find related keywords and other information.

Find Profitable PPC Keywords Locating PPC keywords that are profitable is a valuable exercise for any business, and knowing that they are lucrative before you bid is highly advantageous. For instance, if a competitor is paying per click and the clicks don’t convert to sales, why would they put more money into a keyword the following month to get more unprofitable clicks? If the budget for a PPC keyword goes up month over month, the keyword is converting— that’s the way of pay per click.

14 SES • March 2013 {New York}

Figure 2

Consider Social Media We know that Facebook draws an extremely diverse audience, and that advertising through Facebook and other social media is crucial, but as a business owner you should also be exploring the social media habits of your competitors. Do they have a Facebook page? Do their pages have a lot of likes? Do they have many followers on Twitter? Building your own social media presence may take time, but a consideration of all of these factors can only help.

Look at Your Competitors’ Ad Copy The copy in your promotions is what pulls the consumer in. Figuring out what to say can be difficult, but it becomes easier when you see the ad copy that your competitors are using for specific products. By using a competitive analysis tool, you can see competitors’ precise ad copy for a full 12 months.

For the keyword “coach purse,” coach.com

is repeatedly using a general advertisement (see Figure 3), while for the keyword “guess purse,” amazon.com is advertising Diesel handbags and even shoes (see Figure 4). This is only a fraction of the information about ad copy that you can find.

Compare Domains Examine your competitors side by side, viewing relative information such as search engine traffic, ad traffic, and number of ads, to get an in-depth look into their advertising habits and resulting trends. We see that there is extensive search traffic for Macy’s, while traffic levels for Coach and Guess are lower and relatively similar (Figure 5). This is perhaps due to the fact that Macy’s carries more varied merchandise. This information can be extremely useful when you’re developing your own promotions.

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Figure 3

Figure 5 Figure 4

Review Historical Data Going back in time—something that many of us wish we could do—is something that we can now do in our competitive analyses.

During the holiday season, for example, we can examine the strategies, bidding habits, ad copy, and budget that Coach and Guess had over the previous year.

Let Others Take the Risk Buying and stocking various items, and completing the myriad other tasks involved in running businesses, all add up to a huge risk. Employing a new marketing strategy is a risk as well, as it requires an initial investment that may not pay off—unless you have already discovered the successes and failures of your competitors. By spying on your competitors, you can get a leg up in your market by knowing which avenues will be the most profitable.

Coach Purses Guess Purses

Investment Revenue Decision $40,000 $55,000 YES! $30,000 What TBD amount would you be happy with?

Assuming that the sale of Coach purses has already begun, we know that our revenue is going to be approximately $15,000 more than our initial investment, which is an acceptable profit. However, we are uncertain whether to sell the Guess purses since there isn’t quite as much advertising around them as there is for Coach, even though the initial investment is substantially less. It all comes down to being able to make a simple decision about a product by looking at the digital marketing tactics of your competition. If you were to sell Guess, what revenue would you be happy with?

Conclusion These are just a few of many ways in which to spy on your competition Always rely on data when making business decisions, and have a clear idea of the level of revenue you want to achieve. By studying the ins and outs of your competitors’ marketing strategies before you formulate your own, you can build your advertising program and, in turn, your business. So start exploring.

As the COO of the SEOquake Team, Suren Ter-Saakov utilizes his extensive knowledge of search engines to help develop tools that serve those who make their living online.

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focus

search marketing

Get “Search-Only” Clients Hooked on Display Encourage Clients to Use Search Retargeting to Reduce Waste and Provide the Full User Experience

by Sarah Lockwood

A

s an agency, we are consistently focused on meeting our clients’ goals.

We’re also looking to further develop our relationships by engaging clients across all of our lines of business.

In most cases, our clients at Booyah Advertising tend to be “full service,” meaning that they take full advantage of our skills and abilities in paid search, display, social, etc. There are, however, some clients who are more comfortable staying in the “searchonly” world. For whatever reason, they discount display out of hand, or they buy their display through another agency.

By dismissing display, these clients miss important direct-response and brand-building opportunities to proactively advertise to prospects, and they also miss the opportunity to grow their search volume as an effect of display advertising. And by buying their display through another partner, they are losing out on the efficiencies of buying both together. Additionally, we miss out on new business opportunities with existing clients.

The best way for an agency to add the display service line (and then generally also creative services) to a search-only client is by encouraging them to try search retargeting.

A Quick Refresher on Search Retargeting What is search retargeting? Essentially, we are talking to individuals who have expressed intent by searching on a keyword that is important to our client. Because it is keyword driven, this should be squarely in the search marketer’s wheelhouse. Search retargeting is a cost-effective prospecting tactic.

With search retargeting, search marketers can eliminate waste by excluding individuals who have already interacted with the client’s brand via an exclusion pixel. The important difference from site retargeting is that the individuals we are targeting have not visited the client’s site before.

Why Search Retargeting?

As digital marketers, we should be concerned with reaching searchers, motivating them

16 SES • March 2013 {New York}

to visit our clients’ websites, and getting them to convert at an investment rate that satisfies our clients. As long as we are finding individuals who have an interest in our clients’ goods and services, we’d like to talk to as many of these folks as we can find—by whatever means possible (search or display)!

Four Reasons Why Marketers Should Pitch Search Retargeting 1. Search marketers should be excited about search retargeting because it offers them an immediate way to grow volume.

2. Search retargeting gives search marketers a way to demonstrate a new, innovative approach to growing our clients’ business (and isn’t that why clients come to us in the first place?).

3. Search marketers should be excited about search retargeting because it makes a great business case for the agency.

4. The search marketer is selling new lines of business (display and creative), deepening the relationship with the client!

With just a few steps, you can deliver a solid case for a larger display program.

Three Easy Tips to Get Clients Hooked on Display Introducing your clients to display is not difficult, and it’s worth the effort of search marketers to deliver this win for the agency and the client. Here are my tips for getting clients hooked on display using search retargeting: 1. Embrace creative. As search remarketers, we can craft a highly relevant first creative (banner) and second creative (landing page) based on the user’s search term. (For more on this, please see my ClickZ article on the Crawl, Walk, Run of Digital Creative.) Essentially, we have the ability to deliver a very

targeted, relevant message to a highly qualified prospect almost immediately after they’ve performed a keyword search but not visited our site. This is the marketer’s holy grail, right?

2. Don’t force testing. As a creative group director, I love the opportunity to get search-only clients to experience the “win” of display without forcing them to test display. We’ve found success in this area by allowing the search client to pay for creative fees out of their media spend. This works very well because it generally doesn’t involve another client department or decision maker beyond our daily search client contact.

3. Build the case. With just a few steps, you can deliver a solid case for a larger display program. It’s as simple as establishing search retargeting/display wins, getting successful agency-driven creative in market via the search-only manager, and illustrating the powerful storytelling of the display channel. This really starts making the case for the client to start moving cautiously and carefully up the funnel, giving you the tools and opportunity to convince them to do some baseline display.

Conclusion The combination of search retargeting and display offers clients smart prospecting that avoids waste and embraces the full user experience with relevant creative. The display “win” for your client is also a win for your agency as it continues to build the client’s trust in your expertise across all lines of business—and it’s reflected in your billings.

Sarah Lockwood leads creative services at Booyah Online Advertising, a full-service agency that specializes in all things digital.

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sessions

Sample Sessions

Download the app or visit www.SESNewYork.com for complete agenda and session descriptions.

Day 1—Tuesday, March 26 10:30-11:30am

Track 3 Building the B2B Social Media Machine The road to social media failure is paved with good intentions.

Without a cohesive strategy, processes, tools, and governance, well-intentioned marketers can cause more harm than good.

Equally well-intentioned senior executives know that they need to get social, but don’t understand the channel, how deeply it cuts through their strategy, or how to guide their teams through the strategic and cultural transformation needed to take full advantage of its potential. In this session, hear about the 6 steps SAP took to take its social media program to the next level: •• Step 1: Forget social media. Think content marketing.

•• Step 2: Define your objectives •• Step 3: Measurement. What does ‘success’ mean to you?

•• Step 4: Infrastructure. Get some help •• Step 5: Governance. Lock it down •• Step 6: Listen, learn, and adapt.

Speakers: •• Adriel Sanchez, Senior Director, Demand Generation, SAP •• Jasmine Sandler, CEO, Agent-cy

Afternoon Keynote Panel Mobile Marketing: Connecting with Your Audience on the Move For many years now we’ve been hearing that this is going to be the year of mobile—but have we finally got there? With so many mobile marketing opportunities and channels now available for companies to engage with their customers, the challenge is becoming greater for organizations to optimize their mobile strategies to positively affect their bottom line.

This panel will address how key brands are delivering extra value to their customers through a streamlined mobile approach.

Leading experts in the field will help you to learn how to integrate mobile into your overall marketing strategy to significantly boost your reach and revenue.

Moderator: •• Dana Todd, SVP Global Marketing, Performics Panel Speakers: •• Michael Bayle, Senior VP and General Manager, ESPN Mobile •• Eric Litman, Chairman & CEO, Medialets •• Brendon Kraham, Head of Global Mobile Sales and Product Strategy, Google

Connecting TV to the Web, Social Media, and Mobile continued from page 1 opportunities to in-teract with their target audiences.

DC: You recently coauthored a book, Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile. What were the main challenges in writing it? In the process, what did you learn about social TV and how marketers can use it?

MP: My coauthor, Stacey Shepatin, leads Hill Holliday’s national TV buying practice, so the idea of the two of us coming together to write a book about television’s digital convergence mirrors what’s happening in

our own careers and how she and I (and our teams) work together—now more than ever— on client projects.

The (welcomed) challenge we faced with the book was to write it in such a way that it would endure the test of time given the frenzied pace at which the television landscape changes. And while stats and case studies will become dated and new players in the market have (and will continue) to come along, the themes within the book will hold up. We spent a lot of time researching how TV evolved over the past 70 years, so it doesn’t just look forward but also looks back by providing some interesting historical context about our favorite medium.

Marketers (and TV networks for that matter) continue to test and learn rapidly from

the ever-evolving behaviors of TV viewers.

More than half of this past year’s Super Bowl commercials sported a Twitter hashtag onair, while just two years ago Audi was the first brand to do so. But social TV is much more than a hashtag; it’s about networks, shows, and brands connecting with their audiences in meaningful and relevant ways during (and in-between) their favorite television shows.

Stacey’s and my biggest learning about social TV is that it’s really just the next evolution of TV—one with a much bigger canvas that spans devices and mediums. And most importantly, writing our book, Social TV, reaffirmed for us that successful television (and hence “social TV”) only comes from great content—period. Everything else is just the gravy.

sesconference.com • SES 17

sessions SES New York | March 25–28, 2013 | hosted by Sample Sessions (Cont’d )

Download the app or visit www.SESNewYork.com for complete agenda and session descriptions.

Day 1—Tuesday, March 26 (Cont’d) 3:30–4:30pm

Track 2 The Dawn of Convergence Analytics The combination of big data, access to cloud computing, powerful algorithms, and unprecedented visualization capabilities has created an emerging class of analytics tools for the marketer.

It’s being called “convergence analytics.” It’s the marketing equivalent of “one ring to rule them all.” Though the discipline is still in its infancy, there are many vendors in the market, and their goal is to pull together data sources from multiple touchpoints from the web and beyond. They’re also using advanced data gathering and data regularization strategies to create a correlative dashboard-like experience for the marketer.

Will all of digital analytics look like this in two years? Find out how fast the landscape is changing.

Speakers: •• Andrew Edwards, Managing Partner, Efectyv Marketing •• Rand Schulman, Managing Partner, Efectyv Marketing •• Adam Singer, Product Marketing Manager, Google Analytics

Day 2—Wednesday, March 27 10:15–11:15am

Track 1 Next Generation Site Architecture We all know how to develop sites to be search-engine friendly, but how do we architect sites for the rapidly evolving cross-media challenges of social-media, real-time, and user-generated content?

How do we successfully combine information architecture and a corresponding technical architecture to accommodate current and future cross-media challenges? In this session, you will learn how to design and deploy a next-generation site architecture that maximizes your chances of findability no matter where and how searchers look for you.

Moderator: •• Chris Boggs, SES Advisory Board; CMO, Internet Marketing Ninjas Speakers: •• Patrick Branigan, Art Director/ Lead Designer, Overit •• Bryson Meunier, Director, Content Solutions, Resolution Media

18 SES • March 2013 {New York}

11:30-12:30pm

Track 4 The New Inbox: The Intersection of Email, Mobile, & Social Marketing Social media and mobile are prompting email marketers to reexamine the effectiveness of their current programs. With new social networks, mobile devices, and mobile apps constantly entering the digital arena, it’s easy to feel confused or overwhelmed.

This session will provide an opportunity to pause, think, and take action on the intersection of email, social, and mobile. It will: •• Explore how and why the mobile age is transforming the “inbox.”

•• Explain why your email marketing is a strong foundation for social and mobile marketing success.

•• Equip you with ways to immediately optimize for and navigate the social and mobile currents.

Moderator: •• Sundeep Kapur, Digital Evangelist, NCR Corp.

Speakers: •• Michael Della Penna, SVP Emerging Channels, Responsys •• Richard Fleck, Vice President, Strategic Services, Responsys •• Simms Jenkins, CEO, BrightWave Marketing 2:30-3:30pm

Track 3 Local Search: Best Practices & the 6th Annual Local Search Study Results This session will contain examples of brand marketers’ and agencies’ real-world, field-tested strategies for implementing successful local marketing at a national scale. Additionally, it will reveal the results of the 6th Annual 15miles/Neustar-Localeze Local Search Study conducted by comScore, along with tactics for leveraging the findings.

Takeaways from the session will include: •• How national brands can develop local web properties to meet local SEO best practices at scale.

•• The emergence of mobile searches on a mobile device and tactics for executing mobile-local marketing campaigns.

•• Specific local search data for over 15 vertical categories including pharmacies, doctors and hospitals, banking and finance, restaurants, and many more service and retail categories.

Moderator & Speaker: •• Gregg Stewart, President, North America, Geary LSF Speakers: •• Manish Patel, Founder & CEO, Where 2 Get It, Inc. •• Brian Wool, Vice President, Localeze

Download the app or visit SESNewYork.com.

sessions

Sample Sessions

Download the app or visit www.SESNewYork.com for complete agenda and session descriptions.

2:30-3:30pm

2:15–3:15pm

Track 5 Programmatic Trading: New Display Opportunities

Spotlight Session Facebook Graph Search and Its Impact on Reputation Management, Privacy, Local Search, & More

With a third of ads now bought and sold programmatically, advertisers can no longer afford to remain on the sidelines of automated ad buying. But is programmatic buying ready for the big time? Can agencies and brands really buy and manage all their display media buys programmatically across the web, social, video, and mobile?

Hear from the CMO of the world’s fastest-growing programmatic ad tech company, whose platform evaluates over 10 billion digital advertising opportunities per day, and the head of revenue from the leading Facebook Exchange retargeting company that powers the retargeting for over 1B monthly unique site visitors on Facebook for the world’s largest brands. Find out how to apply and measure programmatic buying to improve cross-channel results, reduce costs, and boost ROI. Discover: •• How to use programmatic buying tools effectively.

•• What percentage of your ad buys should be done programmatically and why.

•• A case study on how BMW deployed programmatic buying to improve offline-online campaign results.

•• New near-term FBX ROI data.

Moderator: •• Dax Hamman, Chief Revenue Officer, Chango Speakers: •• Eric Porres, CMO, Rocket Fuel •• Chris Zaharias, Chief Revenue Officer, Triggit

Day 3—Thursday, March 28 9:30–10:30am

Track 2 Next Generation Paid Search Strategies Many marketers miss easy wins. To win with your paid search strategy, you need to execute your campaign using best practices.

These include having the right level of keyword depth, the optimal mix of match types, well-written ads, optimized landing pages, and an account structure that maximizes your possible quality score.

Are you optimizing the mobile and tablet opportunity? Do you need a tactical bidding strategy? If you’re an advanced search marketer, you should also consider segmentation models to truly outwit the competition.

This session will cover all this and more. You will leave with a homework assignment that will increase your chances of getting a promotion and a raise.

Moderator: •• Noran El-Shinnawy, Digital Marketing Expert Speakers: •• Bill Mungovan, Director of Product Strategy, Advertising Solutions, Adobe •• David Szetela, Author, Speaker and Consultant

Facebook Graph Search is an incredibly important step for the social network. If executed properly, it could take market share from Google while also providing a sustainable revenue source. But Facebook contains so much personal information that it needs to be extremely careful about surfacing the right information without angering its users.

Attend this session to learn the nuts and bolts and hear some of the findings from hundreds of Graph Searches—findings that could impact users, SEOs, parents, marketers, local businesses, and more.

The goal of this session is to base the content on actual use versus opinion or theory. Topics will include: •• Real privacy concerns.

•• Online reputation management.

•• Local graph search.

•• Autocomplete in graph search.

•• Graph Search ranking factors based on heavy analysis of local search rankings.

Moderator: •• Danny Goodwin, Associate Editor, Search Engine Watch Speakers: •• Glenn Gabe, President, G-Squared Interactive •• Clayburn Griffin, Organic Search Director, Catalyst 2:15–3:15pm

Spotlight Session Optimizing Conversion from Strategy to Execution—The Three Keys to Success Get what you need to implement, scale, and execute a successful conversion optimization program in your company. Packed with best practices, this session will cover three main areas: •• Alignment and strategy—how to link your conversion optimization to your company’s overall business strategy and be seen as the true drivers of accelerating growth and profit within marketing.

•• Process and organization—where the conversion optimization team should live within your company and who should be driving versus participating, and how to set up website publishing (IT versus marketing) for optimal success.

•• Tactical execution—best practices and tips full of conversion ideas (A/B and multivariate), and the top five site areas to change to drive the biggest impact.

Speaker: •• Lisa Flosznik, Senior Manager, Web Marketing: Testing and Optimization, Adobe

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