SESConference.com March 2013

SES New YorkMarch 25–28, 2013

Connecting TV to the Web, Social Media, and Mobile

Speaking with Hill Holliday’s Mike Proulx page 1

The Launch of Convergence Analytics 11

Site Architecture for the Multiscreen User 13

Get “Search-Only” Clients Hooked on Display 16

about SESWelcome 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 confer-ence. 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, ChairSES AdviSory BoArd ChAirPuBliShEr inCiSivE MEdiA

Matt McGowan MAnAging dirECtor, north AMEriCAinCiSivE 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, ChairPuBliShEr SES/SEArCh EnginE WAtCh/CliCkZ

Paul FeganhEAd of E-lEArning inCiSivE MEdiA

Jon MyersvP, CoMMErCiAl dirECtor EMEA MArin SoftWArE

Matthew BaileyPrESidEntSitE logiC MArkEting

Andrew GoodmanPrESidEntPAgE ZEro MEdiA

Lee OddenCEotoPrAnk onlinE MArkEting

Chris BoggsCMo intErnEt MArkEting ninjAS

Bill HuntPrESidEntBACk AZiMuth ConSulting

Giovanni RodriguezCofoundEr And CEo SoCiAlxdESign

Mikel ChertudiSr. dirECtor, onlinE & dEMAnd MArkEting AdoBE

Anne F. KennedyintErnAtionAl SEArCh StrAtEgiStBEyond ink uSA

Laura RothSEnior ConfErEnCE MAnAgErSES ConfErEnCE & ExPo

Eddie ChoiMAnAging dirECtorfrontiErS digitAl

Anna LeeConfErEnCE ProduCEr SES ConfErEnCE & ExPo

Crispin SheridanSr. dirECtor of SEArCh MArkEting StrAtEgySAP

Bryan EisenbergBEStSElling AuthorBryAnEiSEnBErg.CoM

staffMatt McGowan

Md, north AMEriCA

Mike GrehanPuBliShEr

Sharon MorabitohEAd of EvEntS, AMEriCAS

ro OsborneMArkEting dirECtor, AMEriCAS

Program Development

SEnior ConfErEnCE MAnAgEr

ConfErEnCE ProduCEr

Laura RothAnna Lee

Operations

SEnior EvEnt MAnAgEr

EvEnt MAnAgEr

CuStoMEr SErviCE MAnAgEr

CuStoMEr SErviCE ExECutivE

Kim KiedaischJackie OrtezCharisse RosalesAmanda Targowski

ClickZ & Search Engine Watch

SPECiAl ProjECtS Editor

CoPy Editor

ASiA dESk Editor

Melanie WhiteCaitlin RossmanAdaline 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 MershonElaine RomeoPeter WesterholmJoAnn SimonelliAngela ManAmy XuPloy TangtrakulRebecca HolzLouise LabergeAleksey Gershin

Magazine

Editor

ContriButorS

Dawn CavalieriAndrew EdwardsSarah Lockwood Bryson MeunierMike ProulxDavid Szetela Suren Ter-Saakov

Corporate

ChiEf ExECutivE

grouP MAnAging dirECtor

Tim WellerJames Hanbury

SES: Volume 7, Issue 2 | March 2013© 2013 Incisive Media plc

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contents

March 2013

COvER STORY COLUMNS

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17

CONNECTING Tv TO THE WEB, SOCIAL MEDIA, AND MOBILESpeaking with Hill Holliday’s Mike Proulx

CONFERENCE INFORMATION

SPONSORS & EXHIBITORS

SAMPLE SESSIONS AT SES NEW YORK

11

12

13

MULTICHANNEL MARKETING AND MEASUREMENT COME OF AGEThe Launch of Convergence Analytics

START WINNING NOW WITH ADWORDS ENHANCEMENTSUse Marketing Automation and Mobile Targeting to Ensure the Success of Your Advertising

SITE ARCHITECTURE FOR THE MULTISCREEN USERHow Do You Reach Users Regardless of Their Device and Location?

14

16

LEARNING FROM OTHERS’ SUCCESSES AND FAILURESHow and Why You Should Spy on Your Competition

GEt “SEarcH-Only” cliEntS HOOKED ON DISPLAYEncourage Clients to Use Search Retargeting to Reduce Waste and Provide the Full User Experience

Follow SES at twitter.com/SESConf

Cover art via Shutterstock

Connecting Tv to the Web, Social Media, and MobileSpeaking with Hill Holliday’s Mike Proulx

interview by Dawn Cavalieri

Once labeled “traditional,” TV is now functioning as new medium, merg-ing with the web, social media, and mobile to offer a unified experi-

ence. At SES New York, Mike Proulx, senior VP and director of social media at Hill Hol-liday, 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?

Mike Proulx: There’s some fun irony in the fact that a conference that has its roots in search engine marketing is opening with the topic of television, but it’s a testament to the converged media world we’re now in and how media channels are becoming a gigan-tic mashup. The correlation between TV and our search behavior is huge and speaks to the underpinnings of what “social TV” is all about—a much more dimensional way of experiencing television.

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; and3. 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 media—and that social media is really about content—so my role at Hill Holliday is (hap-pily) broad enough to include all things digital. I work across the agency’s client roster, consulting on how to activate their marketing programs using digital, social, and emerging media platforms and connect the dots across media channels.

I spend a great deal of time examin-ing people’s behaviors within social media, especially its intersection with other media

including TV and mobile. One of the best parts of my job is getting to partner with peo-ple 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 peo-ple 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

2 SES • March 2013 {new york}

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

PlaTinuM SPOnSOrS

BingBooth 510 & Sponsored Sessionwww.advertise.bingads.microsoft.comSearch 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.

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Digital SponSor—golD

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SilVEr SPOnSOrS

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ConductorBooth 411www.conductor.comConductor 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 cloud-based 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.

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Advertising NetworksAdRoll ..................................................419Bing .....................................................510Google ...................................... Sponsor7Search.com .....................................511

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E-Mail Marketing SolutionsContactology ...................................612

General Search EnginesBing .....................................................510Google ...................................... Sponsor

Interactive Marketing Agencies Dotlogics .......................................... 519FRUITION—Internet

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Interactive Marketing Associations & Publicationstopseos.com ....................................520Website Magazine ........................603

Local Search Marketing Services & DirectoriesAuronIN LLC .................................... 706Covario .............................................. 523eLocal Listing .................................. 711Rio SEO..............................................418Yext ..................................................... 709

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Organic Search MarketingAnalyticsSEO ...................................417Brafton inc. ......................................609BrightEdge .......................................310Conductor .........................................411Covario .............................................. 523

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Pay-Per-Call Companies eLocal Listing .................................. 711

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Search Marketing AgenciesAcronym ................................... SponsoradSage ...............................................515AuronIN LLC .................................... 706FRUITION—Internet

Marketing Expertise ..................710iCrossing .......................................... 610Indus Net Technologies .............. 615Info Cubic Japan ............................ 522Page One Power .............................517Stone Temple

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BrightEdge .......................................310Conductor .........................................411Covario .............................................. 523gShift labs SEO Software ........ 705Linkdex ...............................................410Marin Software .............................505Mongoose Metrics ........................617Rio SEO..............................................418Searchmetrics ................................605The Search Monitor ..................... 518seoClarity ......................................... 702Shopping Cart

Elite ..................... TechXpo PavilionYext ..................................................... 709

Shopping Cart & E-Commerce Solution ProvidersDotlogics .......................................... 519Shopping Cart

Elite ..................... TechXpo Pavilion

Specialized Search Engines (Multimedia, Mobile, Shopping, international, etc.)adSage ...............................................515Edgenet, Inc. ................................... 516IDInteract, Inc. .............................. 618

Staffing SolutionsAuronIN LLC .................................... 706

video SEO & video ContentDemoflick ..........................................417

Web AnalyticsAcronym ................................... SponsorAnalyticsSEO ...................................417IDInteract, Inc. .............................. 618Mongoose Metrics ........................617Quantcast ........................................ 416visiStat ..............................................611

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product & service guide

4 SES • March 2013 {new york}

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

SPOnSOrS & ExhiBiTOrS

adrollBooth 419www.adroll.comAdRoll makes retargeting simple and profitable for brands of all sizes. AdRoll’s platform provides unmatched transparency, cross-platform 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 behav-ioral and site-targeted campaigns, ensures that advertisers get max-imum return from their online advertising investment.

adSageBooth 515www.adsage.comFounded 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 advertis-ers 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 third-party bid optimization tool on top of Facebook Ad API (V1.0 was launched in December 2010). There are over 2000 Facebook adver-tisers using AFP.

ahrefsSponsorahrefs.comAhrefs 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.

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sesconference.com • SES 5

sponsors &exhibitorsDownload the app or visit SESNewYork.com.

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BrightEdgeBooth 310www.brightedge.comBrightEdge 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, pre-dictable way. BrightEdge is based in San Mateo, CA, with offices in New York City and London.

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6 SES • March 2013 {new york}

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

DotlogicsBooth 519www.dotlogics.comDotlogics: the web experts. Our Long Island–based team provides a one-stop destination for all your website and marketing needs.

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iDinteract, inc.Booth 618www.idinteract.comIDInteract 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, mea-surement, and a bridge to revenue. IDInteract meets this need today with the Demand Exchange platform.

indus net TechnologiesBooth 615indusnet.co.inWe are a 14-year-old, ISO-certified company, specializing in work-ing 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.

sesconference.com • SES 7

sponsors &exhibitorsDownload the app or visit SESNewYork.com.

info Cubic JapanBooth 522www.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 market-ing in Asia enables us to help our overseas customers effectively market their goods and services throughout the region.

internet Marketing ninjasBooth 700, Sponsored Session, & Badge Booklet Sponsorwww.internetmarketingninjas.comInternet Marketing Ninjas, formerly We Build Pages, is a full-service Internet marketing company established in 1999. Though the agency is most well known for their expertise in link build-ing, 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 fea-tured 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 Jour-nal. Now the blog hosts even more voices, including frequent con-tributor 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 nin-jas, expertly trained in various aspects of SEO.

linkdexBooth 410www.linkdex.comLinkdex 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 intelli-gence for SEO, content marketing, social media, and public relations.Powered by innovative technology such as influential author dis-covery, social circle suggestions, content 360 analysis, and geo-performance benchmarking, Linkdex allows clients to build rela-tionships 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.

linkVehicleBooth 719www.linkvehicle.comLinkVehicle 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. Link-Vehicle’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.

Mongoose Metrics llCBooth 617mongoosemetrics.comMongoose 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 innova-tions 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 Met-rics is a privately held company based in Independence, Ohio, and was founded in 2007 by information technology and telecom vet-erans 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 Twit-ter @mongoosemetrics.

Page One PowerBooth 517 & Sponsored Sessionwww.pageonepower.comPage 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 communi-cation. We don’t use canned solutions or pre-planned deliverables. Instead we focus on a site’s particular needs and wrap SEO solu-tions around those needs.

Link building: Page One Power specializes in custom link build-ing. We have several dedicated link building teams of college grad-uate 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 par-ticular link building needs. We are creative and hard working, and get the links you need.

8 SES • March 2013 {new york}

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

Site audits: A site audit prepared by Page One Power is a com-prehensive resource for your web team to use to plan their SEO strategy around. We focus on three items in our site audits: techni-cal, 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 man-agers so our clients work directly with the leadership of the com-pany. Because of this our clients love working with us. Of course we get results too.” Jon Ball, Page One Power

Pepperjam networkBooth 521www.pepperjamnetwork.comPepperjam, a GSI Media company, is an industry leader in online performance marketing and technology. We drive quality pay-for-performance 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.

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

QuantcastBooth 416 & Sponsored Sessionwww.quantcast.comQuantcast 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 in-depth 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)Sponsorwww.rimmkaufman.comThe Rimm-Kaufman Group (RKG) is a data-driven online marketing firm specializing in paid search marketing, multichannel attribu-tion management, and display advertising.

Long recognized as the thought leader in paid search market-ing, RKG drives results for over 170 retail, travel, finance and B2B clients. RKG strives to become an integrated member of each cli-ent’s marketing team. Our expert analysts leverage proprietary, con-stantly 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 SEOBooth 418www.RioSEO.comRio 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, key-word 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 Auto-mation Platforms, Q4 2012, where it was cited as “the only leader.” More information about Rio SEO is available at www.RioSEO.com.

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

SearchmetricsBooth 605www.searchmetrics.comSearchmetrics 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 solu-tion—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 tool-set for a quick start to search engine and social network optimiza-tion and real-time analysis—Searchmetrics Essentials™—as well as high-end SEO consulting services in Germany, Austria, and Switzer-land. Headquartered in Berlin, with subsidiaries and offices in New

sesconference.com • SES 9

sponsors &exhibitorsDownload the app or visit SESNewYork.com.

York, London, and Paris, the company delivers real web intelligence to a growing international customer base. You can follow Search-metrics on Twitter @Searchmetrics or on Facebook at www.face-book.com/Searchmetrics. For more information, please visit: www. searchmetrics.com.

The Search MonitorBooth 518thesearchmonitor.comThe Search Monitor works with SEM, SEO, brand, and affiliate mar-keters to monitor advertising activity across keywords on search engines, shopping engines, and social networks in real-time, world-wide. 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 & RecruitmentSupported Media: • Search: Paid, Local, & Organic Universal SERPs • Shopping Engines • Devices: Mobile, Desktop, Tablets • Social Media

seoClarityBooth 702www.seoclarity.netLearn how seoClarity equips enterprises and agencies with unpar-alleled 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.

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

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

7Search.comBooth 511www.7search.com7Search 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.

Shopping Cart EliteTechXpowww.shoppingcartelite.comShopping 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.

SkywordBooth 415www.skyword.comSkyword 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.

Stone Temple ConsultingReception Sponsor & Sponsored Sessionwww.stonetemple.comStone Temple Consulting provides holistic internet marketing opti-mization services. This includes SEO, social media, and PPC ser-vices, 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 fre-quent industry speaker, and regular columnist for Search Engine Watch and Search Engine Land.

10 SES • March 2013 {new york}

sponsors &exhibitors

SubmitEdgeBooth 716www.submitedge.comLocated 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 ser-vices at affordable prices. SubmitEdge has served over 18,000 cus-tomers worldwide since 2006. Our link-building effort has helped our customers achieve their SEO goals to get organic ranking, lead-ing 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.comBooth 703www.textbroker.comTextbroker 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 opti-mization 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 labelBooth 322tnprivatelabel.comThe 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 bil-lion 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 tick-ets broadcast on your website. Basically, you control your own com-mission! 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.comBooth 520www.topseos.comThe independent authority on search vendors, topseos.com evalu-ates and ranks the top internet marketing companies. Categories

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.

VisiStatBooth 611www.visistat.comVisiStat is a web analytics / customer intelligence platform that cap-tures complex analytical data in real-time, and simplifies it specifi-cally for SMB / SME enabling well-informed business decisions that increase sales opportunities and maximize online marketing effec-tiveness. The VisiStat solution is an integrated, single-source ecosys-tem 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 MagazineBooth 603www.websitemagazine.comWebsite Magazine presents expert information on Internet success, in print, digital, smartphone, and iPad editions. Find how-to infor-mation 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://web-sitemagazine.com/subscribe, then download the Web 100 Report at http://websitemagazine.com/Web100.

YextBooth 709www.yext.comYext is the location information software company that allows businesses to own and instantly update their content on 45+ dif-ferent local directories, search engines, and mapping apps includ-ing 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 compa-nies (top 10 in NYC) in 2011.

SES New York | March 25–28, 2013

sesconference.com • SES 11

focusActionAbleAnAlysis

Multichannel Marketing and Measurement Come of AgeThe Launch of Convergence Analytics

by Andrew Edwards

At SES New York, my partner Rand Schulman and I will present Efectyv Marketing’s first convergence ana- lytics market study. Developed in

conjunction with Incisive Media, the report is based in part on a December 2012 survey of more than 500 vendors and practitioners. Adam Singer from Google Analytics will join us on the panel to help illuminate the rapidly evolving market.

The Promise of Convergence AnalyticsConvergence analytics represents a constel-lation of maturing, interoperable marketing technologies that have recently come to form a new marketing environment. It is dif-ferent 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 mar-keting has achieved, the “measurability” part of the equation, especially actionability, has in large measure been something less than a convincing success. Phrases such as “infor-mation without insight” and “not trusting the numbers” are characteristic of the com-mon complaints.

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

Combining big data, powerful algorithms, cloud computing, digital connectors, com-mon data keys, and portable display layers, convergence analytics–oriented tools may put all of your business’ relevant data into a small set of manageable, insight-rich dash-boards. Adding what is commonly called a

“predictive” layer, some applications in this market may also make use of multichannel data by driving on-the-fly content changes based on user context.

Presentation of First industry StudyOur 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 informa-tion and the most advantageous approach to the market. We believe convergence ana-lytics 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 MarketingRand Schulman, Efectyv MarketingAdam Singer, Google Analytics

See page 18

12 SES • March 2013 {new york}

focus MArketingAutoMAtion

Google 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—market-ing automation and mobile targeting—and see how you can profit from them.

Business intelligence and Marketing AutomationOf all the tasks on the PPC manager’s to-do list, managing bid prices is one of the most com-plicated and time consuming. Enhanced Cam-paigns 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 per-forming 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 man-agers applaud this trend; after all, better data transparency means better control, right?

Not always. As the number of avail-able 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, Con-version Optimizer, and Display Campaign Optimizer (for display campaigns only and recently renamed Automatic Campaign

Optimization.) All three act on performance data that Google “knows” about every key-word and site placement ever used in its net-work. 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 optimiz-ing 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 auto-mation, 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 adver-tiser’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 mecha-nisms 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 mat-ter 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 PCAccording 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, experienc-ing double-digit growth, and by 2012 had achieved a combined 65% market share com-pared to desktop and notebook PCs.

Little wonder that Google is using the Enhanced Campaign context to encourage advertisers to target tablets and smart-phones. 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.

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

by David Szetela

sesconference.com • SES 13

focusMobile

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

by Bryson Meunier

Ten 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 smart-phones or tablets. They could even be search-ing 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 AppropriateThe 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 dis-agree), a website exists only on one URL using the same HTML and adaptive con-tent, which is content that is relevant every-where, 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 bet-ter 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 SitesThere 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 prob-lem 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 trans-coder 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 archi-tecture right today will be tomorrow’s win-ners. My session at SES New York will show you how.

Bryson Meunier is director, con-

tent solutions, at Resolution

Media. He is the primary archi-

tect 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, OveritBryson Meunier, Resolution Media

See page 18

14 SES • March 2013 {new york}

focus ActionAbleAnAlysis

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 poten-tial profit in any investment—after all, who wants to waste money on something that isn’t going to sell? By spying on your com-petitors, 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 uti-lize competitive strategies to help us in our decision.

Compare Keywords across CompetitorsWith the use of competitive analysis tools, you can compare keywords across competi-tors. When you know the keywords your competitors are bidding on, you can intelli-gently decide whether to bid on them your-self. 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.

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

by Suren Ter-Saakov

Figure 1

Figure 2

Consider Social MediaWe 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? Build-ing your own social media presence may take time, but a consideration of all of these fac-tors 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 com-petitors’ 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 DomainsExamine 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 advertis-ing 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 devel-oping your own promotions.

sesconference.com • SES 15

focusActionAbleAnAlysis

review Historical DataGoing 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 riskBuying 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 invest-ment that may not pay off—unless you have already discovered the successes and failures of your competitors. By spying on your com-petitors, you can get a leg up in your market by knowing which avenues will be the most profitable.

investment revenue DecisionCoach Purses $40,000 $55,000 YES!

Guess Purses $30,000 What

amount

would you

be happy

with?

TBD

Assuming that the sale of Coach purses has already begun, we know that our rev-enue 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 deci-sion 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?

ConclusionThese 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 strate-gies 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.

Figure 3

Figure 4

Figure 5

16 SES • March 2013 {new york}

focusseArch MArketing

As an agency, we are consistently focused on meeting our clients’ goals. We’re also looking to further develop our relationships by engaging cli-

ents across all of our lines of business.In most cases, our clients at Booyah

Advertising tend to be “full service,” mean-ing 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 “search-only” world. For whatever reason, they dis-count display out of hand, or they buy their display through another agency.

By dismissing display, these clients miss important direct-response and brand-build-ing opportunities to proactively advertise to prospects, and they also miss the opportu-nity 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 market-ers can eliminate waste by excluding indi-viduals 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

to visit our clients’ websites, and getting them to convert at an investment rate that satisfies our clients. As long as we are find-ing 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 market-ers a way to demonstrate a new, inno-vative 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), deep-ening 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 DisplayIntroducing your clients to display is not dif-ficult, and it’s worth the effort of search mar-keters 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 cre-ative (banner) and second creative (land-ing 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 dis-play program. It’s as simple as estab-lishing 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 cli-ent to start moving cautiously and care-fully up the funnel, giving you the tools and opportunity to convince them to do some baseline display.

ConclusionThe combination of search retargeting and display offers clients smart prospecting that avoids waste and embraces the full user experience with relevant creative. The dis-play “win” for your client is also a win for your agency as it continues to build the cli-ent’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 Ad-

vertising, a full-service agency

that specializes in all things

digital.

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

by Sarah Lockwood

sesconference.com • SES 17

sessionsDownload the app or visit SESNewYork.com.

Connecting Tv to the Web, Social Media, and Mobile

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 pro-cess, 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 land-scape 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 con-text about our favorite medium.

Marketers (and TV networks for that mat-ter) 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 on-air, 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 televi-sion shows.

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

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Day 1—Tuesday, March 26

10:30-11:30am Track 3Building the B2B Social Media MachineThe 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 PAnelMobile Marketing: Connecting with Your audience on the MoveFor 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 becom-ing 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, PerformicsPanel 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

Sample SessionsDownload the app or visit www.SESNewyork.com for complete agenda and session descriptions.

18 SES • March 2013 {new york}

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)

3:30–4:30pmTrack 2The Dawn of Convergence analyticsThe combination of big data, access to cloud computing, powerful algorithms, and unprecedented visualization capabilities has cre-ated 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 touch-points 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

10:15–11:15amTrack 1next Generation Site architectureWe 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 maxi-mizes your chances of findability no matter where and how search-ers 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

11:30-12:30pmTrack 4The new inbox: The intersection of Email, Mobile, & Social MarketingSocial media and mobile are prompting email marketers to re-examine the effectiveness of their current programs. With new social networks, mobile devices, and mobile apps constantly enter-ing 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 navi-gate 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

2:30-3:30pmTrack 3local Search: Best practices & the 6th annual local Search Study resultsThis session will contain examples of brand marketers’ and agen-cies’ 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 includ-

ing 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

sesconference.com • SES 19

sessionsDownload the app or visit SESNewYork.com.

Sample SessionsDownload the app or visit www.SESNewyork.com for complete agenda and session descriptions.

2:30-3:30pm Track 5Programmatic Trading: new Display OpportunitiesWith a third of ads now bought and sold programmatically, adver-tisers 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 program-matic 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 program-

matically 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

9:30–10:30amTrack 2next Generation Paid Search StrategiesMany 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 ExpertSpeakers:

• Bill Mungovan, Director of Product Strategy, Advertising Solutions, Adobe

• David Szetela, Author, Speaker and Consultant

2:15–3:15pmSPotlight SeSSionFacebook Graph Search and its impact on reputation Management, Privacy, local Search, & MoreFacebook 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 WatchSpeakers:

• Glenn Gabe, President, G-Squared Interactive • Clayburn Griffin, Organic Search Director, Catalyst

2:15–3:15pmSPotlight SeSSionOptimizing Conversion from Strategy to Execution—The Three Keys to SuccessGet 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 opti-mization 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 pub-lishing (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