Moderated By:
Danny Sullivan is a renowned authority on search and search engines. He writes and speaks across the globe on this topic, helping internet users to understand and benefit from search engines.
Chris Sherman, a leading expert on the search industry, is a regular contributor at industry events and has a vast range of published work on this topic, including several books on search engines.
In Association With:
Special rates for MII members.
Organised By:
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Programme
Dublin March 21, 2007
| Time | Track 1 Fundamentals |
Track 2 Advanced |
Track 3 The Business of Search |
Track 4 |
| 8.00am - 5.00pm | Registration | |||
| 9.00am - 9.15am | Opening Address | |||
| 9.15am - 10.15am | Search Engine Marketing: An Introduction | Search: Facts & Figures in Ireland | Selecting your Search Engine Marketing Provider | |
| 10.15am - 10.45am | Morning Coffee | |||
| 10.45am - 11.30am | Search Engine Friendly Website Design | Writing Search Engine Optimised Content | Search Marketing Successes & Case Studies | Search Marketing Clinic |
| 11.30am - 12.30pm | Sponsored Listings: the New Advertising Channel | Integrating Search into the Marketing Mix | Search Engines Forum: The Future of Search |
|
| 12.30pm - 1.30pm | Google AdWords Academy Beginners | |||
| 1.30pm - 2.30pm | Google AdWords Academy Advanced | |||
| 2.30pm - 3.30pm | Keyword Research Tools, Tips & Tricks | Search Engine Friendly Development | Measuring Search Engine Marketing Success | |
| 3.30pm - 4.00pm | Coffee | |||
| 4.00pm - 5.00pm | Link Building Fundamentals | Click Fraud | Ad Agencies and Search | |
Track 1: Fundamentals
Search Engine Marketing: An Introduction - Ask a Question?
What is search engine marketing? This session will introduce the major search engines and how they can help drive traffic to your website, with a view to achieving your online business objectives. This is a must-attend session for businesses thinking of engaging in Search Engine Marketing for the first time.
Speaker:
Danny Sullivan, Editor-in-Chief, Search Engine Land
Search Engine Friendly Website Design - Ask a Question?
How can you develop or redevelop your website so that it will naturally have a high ranking in the free listings in the major search engines? This session is especially suited for beginners. You don’t have to be a web design techie to attend. More technical issues are covered in the Search Engine Friendly Development session in the Advanced Track.
Speaker:
Brian Marin, Head of Natural Search, Doubleclick Performics
Morgan McKeagney, Managing Director, IQ Content
Sponsored Listings: the New Advertising Channel - Ask a Question?
Search engine sponsored listings, such as Google AdWords, provide the opportunity for every business or organisation, large or small, to have visibility in the search engines immediately and hence drive qualified traffic to their website. Aimed at beginners, this session introduces you to the key concepts relating to sponsored listings.
Julian Lynch, Account Director, Interactive Return
Keyword Research Tools, Tips & Tricks - Ask a Question?
Before you try to improve your search engine rankings it’s important that you know for which keywords you wish to achieve a high ranking and drive traffic to your website. This session goes through the tactics and the tools you’ll need to conduct really effective keyword research. This will prove invaluable when you are writing content for your website, redeveloping your website and creating your organic or sponsored listing search engine marketing campaign.
Speaker:
John Ring, Technical Director, RingJohn Ltd.
Link Building Fundamentals - Ask a Question?
Links from other websites to your website are a channel for users to find their way to your website. They are also an important criteria used by the search engine ranking algorithms to decide on the ranking and relevance of your website. So, from which websites should you have a link? How do you acquire links and how do you measure your link building success?
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Speaker:
Mike Grehan, CEO, Searchvisible Ltd.
Track 2: Advanced
Search: Facts & Figures in Ireland - Ask a Question?
We all know that search is the hottest topic in marketing. But what’s happening right now, particularly in the Irish marketplace? Search Marketing World 2007 has commissioned Amárach, Ireland’s leading market research agency, to discover the facts. Which sectors are active in search? How much are they spending? What way will search budgets move in the future?
Speakers:
Chris Sherman, President, Searchwise
Gerard O’Neill, Chief Executive, Amarach Consulting
Jeffrey K. Rohrs, President, Optiem
Writing Search Engine Optimised Content - Ask a Question?
Most of us know that you can’t simply take the text from your printed brochure and put it on your website. It’s not appropriate for the user and it’s also not appropriate if you want to achieve high search engine rankings. After attending this session every piece of content you write for the web should improve your search engine positioning.
Speaker:
Chris Sherman, President, Searchwise
Integrating Search into the Marketing Mix - Ask a Question?
Search Engine Marketing should be an integral part of any complete marketing campaign. This session explores the benefits of including search in this mix and the most successful ways of integrating it into the overall marketing campaign for your business.
Speakers:
Chris Sherman, President, Searchwise
Oliver Hill, Director of Business Development, Ask
Jeffrey K. Rohrs, President, Optiem
Jonathan Forrest, Managing Director
Search Engine Friendly Development - Ask a Question?
You might have done almost everything right in the development or redevelopment of your website – keyword research, search friendly content, links, meta data etc. But if the technology, site architecture, URL structure, hosting platform or Content Management System are search unfriendly then it could be all in vain. For the non-technical attendee this session will make you aware of the issues. For the more technical attendee it provides solutions.
Speakers:
Chris Sherman, President, Searchwise
Teddie Cowell, Technical Director, Neutralize
Matt Trimmer, Principal Consultant and Managing Director, iVantage
Click Fraud - Ask a Question?
It happens and it costs you money. When you put your search engine sponsored listings campaign live, not all the clicks you receive are from potential customers. Experts from the search engines as well as search marketing professionals will let you know how it happens, how to guard against it and what the search engines are doing about it.
Speakers:
Moderated by Jeffrey K. Rohrs, President, Optiem
Shuman Ghosemajumder, Google
Jon Myers, Search Director, Latitude
Matt Trimmer, Principal Consultant and Managing Director, iVantage
Track 3: The Business of Search
Selecting your Search Engine Marketing Provider - Ask a Question?
Search Marketing is a must-have part of your search marketing mix. But how do you resource this new area of marketing activity? In-house? Outsourced to a search marketing agency? How do you decide and how do you ensure that the provider you select meets your specific criteria. You will hear from business owners and marketing professionals how they have dealt with this issue.
Speaker:
Nick Walsh, Head of Search Marketing, Net Affinity
Teddie Cowell, Technical Director, Neutralize
Search Engines Forum: The Future of Search *** Highly Recommended *** - Ask a Question?
Senior figures from the major search engines give their vision for where search engines and search engine marketing is going, both in Ireland and worldwide.
Speakers:
Moderated by Danny Sullivan, Editor-in-Chief, Search Engine Land
John Herlihy, EMEA Head of Online Sales & Operations, Google
Richard Firminger, Regional Sales Director, Northern Europe, Yahoo!
Mel Carson, Microsoft adCenter Community Manager, Europe
Miguel Acosta, Vice President of European Business Development for Ask.com
Search Marketing Successes & Case Studies - Ask a Question?
Business owners and Marketing Professionals give real life examples of how search marketing has been used to achieve business successes – the tactics, the tools and the costs.
Speakers:
Moderated by Danny Sullivan, Editor-in-Chief, Search Engine Land
Caragh McKenna, Head of Search Marketing, ICAN
Lisa Shields, E-Distribution Manager, Jurys Doyle Hotels
Anthony Quigley, Chief Executive, Online-Marketing.ie
Measuring Search Engine Marketing Success - Ask a Question?
Search marketing holds out the promise of total measurability and accountability for every euro you spend and every hour of effort you commit. But turning the promise into reality requires that a measurement regime is implemented. This session looks at the tools available as well as an overall process for measuring your search marketing successes.
Speakers:
Moderated by Danny Sullivan, Editor-in-Chief, Search Engine Land
Brian Clifton, Head of Web Analytics, Europe, Google
Brian Donohue, iQ Content
William Cotter, Managing Director, Net Affinity
Ad Agencies and Search - Ask a Question?
Traditional Advertising Agencies and Media Buying Agencies are now actively looking at search. Speakers from traditional agencies and search marketing agencies discuss the challenges facing both.
Speakers:
Moderated by Danny Sullivan, Editor-in-Chief, Search Engine Land
Damian Burns, Head of Agency Relations, EMEA, Google
Robert Pryce, Managing Director, Diffiniti Ireland
David Sneddon, Managing Director, Mindshare Ireland
Rob Reid, Director, Cybercom
Track 4: Search Marketing Clinic
This is a clinic staffed by experienced search marketing professionals. You can have a one-to-one, no obligation consultation on any search marketing issue that is facing you. Walk away with the search marketing solution for which you have been searching.
If you would like to make an appointment with a consultant at this clinic please send an email detailing the time at which you wish to attend, your website URL, company name and any other necessary information. We will then confirm the time with you.
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Google AdWords Academy - Beginners Session
The Google Beginners AdWords Academy will help you understand why you should advertise online and use Google AdWords. You will be shown how to set up an account, be introduced to the key principles that help you get the most from your account and learn how to measure the success of your campaigns.
Speakers:
Jennifer McGann, Google
David O’Donovan, Google
Matthew Doris, Google
Google AdWords Academy - Advanced Session
The Advanced Google AdWords Academy will build upon your existing knowledge and empower you to take full advantage of AdWords. We will offer you a refresher on AdWords, demonstrate methods to boost ROI from your campaigns and show the many Brand opportunities that AdWords can offer you to strengthen your presence on the web. You will learn about how to analyse your website and advertising, and be walked through the new ad formats and the types of placements that are available. Finally, our presenting Googlers will showcase some of the new product features, tools and recent launches.
Come and see these latest exciting products and ideas coming out of Google and change the way you do business! Attendees will get copies of various brochures that teach you some of the key principles from the presentation. Attendees who do not yet have an account will also receive a voucher entitling them to €50 worth of free AdWords advertising.
Places are limited and will be allocated on a first come first served basis on the day. Once the auditorium is at full capacity we will only be able to operate a one in one out policy. Please arrive early to guarantee a place.
Speakers:
Jennifer McGann, Google
David O’Donovan, Google
Matthew Doris, Google