Kevin Lee

If you are running PPC search campaigns in Google, Yahoo and MSFT and not applying best practices in segmentation modeling, you’re missing opportunities and wasting money simultaneously. Take advantage of advanced segmentation modeling. Either cut your Google, Yahoo and MSFT search bills without loosing sales or pump up your revenue.

Learning Points:
1. The targeting options beyond keywords can power segmentation models
2. How to identify the power segments that bring the biggest efficiencies
3. How to make the decisions as to whether to do this all yourself

Businesses are struggling with how best to tap the power of social media. Take advantage of vertical directories and improve visibility at low cost. There is a place for a social media strategy for the B-to-B marketer. Learn from those who’ve blazed the paths and learned from successes.

Learning Points:
• Discover how to leverage the social networks for improved visibility
• Learn how vertical directories can drive incremental traffic from Google
• Optimally allocate resources against social networking opportunities

Part I – State of Search and Social Media
Gain an understanding of where search marketing and social media stand in the industry and where they are headed in the future so that you can fit these strategies into your marketing plan and budget. Learn the fundamentals of paid search, such as how to structure PPC accounts, which bid management tools to use. Learn about universal search and how local maps, videos and images are affecting SERPs and what it means for your business.
Learning Points
- Learn how to structure paid search accounts on major engines
- Learn how to utilize bid management tools
- Understand how to optimize for universal search

Part II – Fundamentals of Website Architecture, Analytics and Social Media
Learn best practices for SEO-friendly site structure and design – content, layout and site optimization basics. Learn how to properly implement analytics – track click stream metrics, view results from different traffic sources, create funnels for sales/leads and more. Additionally, learn the fundamentals for social media – which networks to use, how to integrate efforts across all channels and best practices for the major networks. Finally, you can ask SEO experts about link development practices during a roundtable discussion.
Learning Points
- Learn to evaluate and optimize for paid, organic and maps traffic
- Learn how to engage and motivate your customers through social media
- Frank advice from link development experts