Friday, September 26th, 2008
Our first “Town Meeting” webcast at SMN - October 28
Our October 28 webcast, Measuring an Ad’s Value: A Forum Discussion, introduces an exciting new forum – and a new format — for Search Marketing Now.
The Attribution Management Forum, sponsored by ClearSaleing, will connect many of the brightest and most innovative Internet marketing minds to attack this problem. By using the “wisdom of crowds” from the best and brightest in the online advertising space, the Forum will help collectively identify, evaluate, vet and ultimately recommend the best attribution valuation practices and methodologies.
Attribution Management, or as some call it, Engagement Mapping, is a hot topic in online advertising today because advertisers are trying to understand the true performance and interrelationships of their advertising portfolios. Attribution Management involves tracking, assembling and accurately valuing the performance of the entire series of online marketing initiatives that contribute to a sale or conversion.
While a handful of technologies have been introduced to the market that can track and assemble the online ads and impressions that lead to a purchase, the industry currently lacks a broad consensus on proper valuation methodologies to accurately “attribute” value to each participating ad.
We like to think of this as our first online “town meeting” at Search Marketing Now.
Here’s what we’re going to do: participants in the webcast will be invited to answer several interactive polling questions. Your collective answers will be shared during the live webcast, providing everyone with immediate feedback. ClearSaleing will send follow-up results of a survey to all Forum participants a few weeks after the webcast.
Adam Goldberg, Co-Founder and Chief Innovation Officer of ClearSaleing, and a former Google manager, will host the webcast. Adam will discuss the current state of Attribution Management and its role in online advertising.
Attend this webcast and gain valuable insight into how to effectively measure the value of your online ads.
Register now - it’s free!
Thursday, September 25th, 2008
50% of advertisers are attempting to geo-target ads, study reveals
Our webcast on Wednesday, October 1, will include some new research about local online advertising.
We thought we’d share a sneak peek at some of the results. According to the survey of national advertisers and agencies,
* Almost 40% were spending nearly 25% of their advertising budgets on online/digital marketing
* Roughly 50% of respondents were doing some form of geotargeted advertising online, often at a crude level of targeting however
Yet traffic sources, tactics and success metrics were all over the map (no pun intended), indicating lots of experimentation, uncertainty, and a general absence of clear best practices.
“Despite high levels of demand and experimentation, there remain numerous frustrations and challenges for advertisers trying to effectively reach local markets online,” said Greg Sterling, analyst at Sterling Market Intelligence. “Those include ROI uncertainty and tracking issues, lack of efficient access to scale, and internal resource and budget constraints, among others.”
Sterling will present the findings of his research in the upcoming Search Marketing Now webcast:
Local Online Advertising: Strategies and Tactics Every Company Should Know
Wednesday, October 1 - 2 PM Eastern/11 AM Pacific
This webcast is sponsored by Marchex.
Thursday, September 18th, 2008
Do you know what you need to know about Local Online Advertising?
With forecasts predicting local online advertising to grow nearly 48% to $12.6 billion in 2008, there is no question that it presents a huge market opportunity. But how do you reach customers locally for all of your business locations and measure the success of your advertising? How do you determine which local advertising solutions are best suited for your company? How are successful marketers taking advantage of local online advertising?
Our October 1 webcast will help you answer many of these questions:
Local Online Advertising: Strategies and Tactics Every Company Should Know
Speakers: Greg Sterling, Sterling Market Intelligence and Search Engine Land
Ed O’Keefe, Marchex
Wednesday, October 1 – 2:00 PM EDT (11 AM PDT)
Analyst Greg Sterling will present the results of new research, as well as case studies that demonstrate just how advertisers can capitalize on the potential of local online advertising. Ed O’Keefe, VP of Performance Marketplaces at Marchex will reveal data-driven tactics that are essential to the success of your local online advertising strategy.
In this webcast you’ll learn:
-How top companies are leveraging online advertising to increase sales in local markets
-The technology and services needed to drive online and mobile leads to your local businesses and track the results
-How to effectively measure the ROI of your local online advertising campaigns
Wednesday, September 17th, 2008
Justify Your Search Marketing Budget — By Using Search Data
Next week’s webcast is a timely one that could help you secure the search marketing budget you need:
“Selling Your Search Budget: Timely Advice for Winning the Budget Battle”
Tuesday, September 23 - 1 PM EDT
Speakers: Aaron Goldman, Resolution Media and Eli Goodman, comScore
With marketing budgets tighter than ever, how do you defend, or even increase search’s share of the overall marketing budget?
This webcast will show you how you can use actionable data to size the overall marketplace opportunity, define and reach your target audience, beat the competition — and set and sell your search budget. By improving your search “intelligence” you can improve your chances of winning budgets and new business.
Whether you’re an agency competing for business, or an in-house marketer who needs to justify your search marketing budget to upper management, this webcast will provide valuable tips and tactics to get what you need.
Tuesday, September 9th, 2008
PPC’s Hidden Opportunity: Advertising on Content Networks
Our next webcast looks at one of the fastest growing segments of paid search - content networks - and why anyone involved in paid search advertising needs to understand how content ads work.
PPC’s Hidden Opportunity: Advertising on Content Networks
Speaker: David Szetela, Clix Marketing
Tuesday, September 16, 2008 - 1:00 PM EDT (10:00 AM PDT)
Register now - it’s free!
PPC advertisers have traditionally shied away from advertising on content networks like the one included in Google AdWords, fearing high cost and low response rates. But that’s all changing, and if you’re involved in paid search advertising you need to understand how this piece of the PPC puzzle works.
This webcast takes you through the secrets of controlling ad spend and placement, from the right way to assemble keyword lists to making optimal use of performance reports, to best practices in text and non-text ad creative. Learn the secrets of getting double-digit conversion rates and high ROI from content network advertising — the segment of PPC advertising that’s growing faster than search.
In this webcast you’ll learn:
• How to build great content keyword lists
• Why content ads are different from search ads – and how to create them
• What you can do to control costs and improve conversion rates
David Szetela is president of Clix Marketing. This webcast is sponsored by Marin Software.
Register now - it’s free!
Thursday, September 4th, 2008
Selling your search strategy - advice for winning the budget battle
You’ve just put together an amazing search strategy – you know it’s going to produce incredible results. But can you justify the budget? With competition for marketing dollars increasingly fierce, can you convince others that your strategy is worth the price tag?
Join us as we look at how to sell others on your search strategy and the budget that goes along with it. Whether you’re an agency looking to bring in new business, or an in-house search marketer trying to justify your marketing budget to upper management – there are proven approaches to get you what you need.
Selling Your Search Strategy: Timely Advice to Help You Win the Budget Battle
Tuesday, September 23, 2008 –1 PM EDT
Speakers: Aaron Goldman, Resolution Media & Eli Goodman, comScore
Search data can be used to your advantage, in sizing markets and opportunities, defining your target audience, or identifying what your competitors are up to – the more hard data you have, the stronger a case you can make. As you improve your “search intelligence,” your chances for winning budgets and new business are likely to improve as well.
We’ll discuss how search marketers are successfully lobbying for their budgets. And, we’ll show you how competitive insight and industry search data can help you build strategies that enhance your credibility and garner your fair share of the marketing pie.
Aaron Goldman is Vice President of Marketing and Strategic Partnerships at Resolution Media.
Eli Goodman is Director of Search for comScore.
Click here to register for this free webcast.
