SEMPO Canada Search Summit - 2013
Empire Landmark Hotel
1400 Robson Street
SEMPO Members attend for FREE.
Non-members pay $49.
Join SEMPO now and attend for free,
all the benefits of SEMPO membership for 12 months!
8:30 AM Event
pastries and coffee will be served.
9:00 AM Welcome
Remarks/SEMPO Canada Presentation
remarks and event overview presented by SEMPO Canada
9:15 AM Social and Search
Duane Forrester, Bing. Social. Social Search. The lines are blurred and yet with the data social provides to search, the possibilities of better search results become clearer every day. Join us as Duane Forrester from Bing discusses why social matters to search, how it influences searcher actions, and what businesses should focus on to ensure success moving forward.
Duane Forrester is working as a Sr. Product Manager Bing Webmaster. Duane previously was an in-house search marketer running the SEO program for MSN in the US & Americas. He's also the founding co-chair of SEMPO's In-House SEM Committee, was formerly on the Board of Directors for SEMPO and is the author of two books: How To Make Money With Your Blog & Turn Clicks Into Customers. Duane was a moderator at www.searchengineforums.com, maintains his own blog at www.theonlinemarketingguy.com, used towrite for Search Engine Land and has almost 15 years' experience as an SEO.
10:00 AM Coffee
10:30 AM Shrinking
Screens and Exploding Opportunities: The Future of
James Sherett, VP of Marketing, Mobify. Mobile devices now account for between
15 and 30 percent of search traffic, depending on industry. Mobile traffic is
set to surpass desktop traffic globally in 2014. So what's your mobile
strategy? This presentation will explain how mobile is the same as desktop
traffic and how mobile is different. We'll dig into the 3 unique use cases that
have emerged on mobile and how those new use cases are already affecting your
search marketing strategies.
James Sherrett has been working in software and e-commerce for 15 years and has led digital marketing in travel and tourism, telecommunications, software and consumer packaged goods. James is the VP of Marketing ad Mobify and delights in sharing the movile marketing lessons he's learned at Mobify with other digital marketers.
11:15 AM Bing Ads Product Improvements and
Paul Corkery, Microsoft Andrew Yang, Microsoft Canada
With the constant improvements to Bing
Ads coupled with the audience of Yahoo! Bing Network there is never a better
time to use Bing Ads for your PPC campaigns. This session will go through
exciting research and demographics on the Yahoo! Bing Network to explain why it
is a must buy network. Next the latest product features for Bing Ads will be
discussed ranging from reporting, targeting, usability and highlight new
Paul Corkery is a SMB Operations Program Manager for Search Platform and Tools at Microsoft. He is responsible for representing the platform and tool needs of SMB advertisers to Bing Ads engineering partners.
Andrew Yang is a Search Evangelist for Microsoft Canada. He is responsible for education, promoting and evangelizing the Bing Ads platforms. This includes support for Bing Ads Web, Bing Ads Editor, Bing Ads Intelligence, API and the various social media platforms that Bing Ads is on.
12:00 PM Networking Lunch
Attendees enjoy networking over hot buffet lunch.
1:30 PM Bing
Ads vs. Google AdWords – An Objective Perspective
Turek, Group Manager, Mediative.
Many marketers spend
less time on the Bing Ads interface and as a result, may find it frustrating to
navigate for lack of familiarity. The purpose of this presentation is to help
marketers discover Bing Ads and come away with key takeaways; whether this is
testing a new market vertical or leveraging an unknown Bing tool / feature.
Ultimately, the goal is for marketers to come away with a better understanding
& knowledge of Bing Ads to more effectively leverage this platform.
In this presentation we
will dive into the current Bing vs. Google ecosystem in engine usage and market
share. We will review different
performance metrics by engine; looking at both studies and managed accounts
from various verticals. Finally, in a more hands on review, the audience will
learn about Bing Ads platform winners; with a short review of some
opportunities for improvement.
Marta Turek has a great deal of experience in Paid Search and works as a Group Manager at Mediative (formerly Enquiro) handling diverse PPC projects with a focus on B2B clients. Having worked in search marketing in both the Australian and North American markets, Marta offers an international perspective on search.
2:15 PM DIY
SEO Audits - Give Your Site a Check-Up
Rob Woods, President, Rob Woods Consulting.
Technical SEO audits can be extremely in-depth
analyses of your site and it's health. It seems as though every week there is
another technical consideration to take into account. There are fantastic SEO
experts out there who specialize in doing technical audits but these can be
expensive and there's usually a waiting list for good auditors. This session
will address some things you can do to audit your own site with a minimum of
specialized tools or knowledge to find opportunities for quick on-site SEO
Rob Woods has spent the last 13 years as an in-house SEO and marketer in all facets of online marketing from SEO to PPC to Content Marketing to Conversion Optimization. He has mainly focused on e-commerce, comparison shopping, and affiliate marketing sites. Currently he is an independent SEO and marketing consultant in Vancouver.
3:00 PM Coffee Break
3:15 PM Reporting
and Analytic for PPC Campaigns
Young Shi, Senior
Program Manager with Bing Ads, Microsoft Canada.
As an advertiser you have thousands of keywords and
you want to optimize them quickly. Keyword shapes and keyword buckets can help.
Historical performance data provides "shapes” or overall pictures of your
keywords, and the same data can be used to segment your keywords into different
buckets. Each bucket behaves differently and should be optimized differently
too. Choosing the right buckets to optimize will provide the best return on
your time spent. Young Shi will use spreadsheet and data visualization to
explore efficient ways to optimize keyword buckets to achieve ROI goals.
Young Shi has been a Senior Program Manager with Bing Ads for the past 5 years. He recently led the Bing Ads new Reporting UI project and launched it last November. Prior to that, he led the multiple-metric trend graph project and released it in Bing Ads campaign management UI in 2011.
4:00 PM 10 SEO Metrics Everybody Should be Able to Report on Every Day
Krista LaRiviere, gShift Labs. Search Engine Optimization continues to be an important line item in every digital marketing budget. It also continues to be difficult to measure results and impact of SEO efforts. With SEO data being the core driver behind making decisions in an SEO services engagement, this session will walk through 10 SEO metrics all marketers and SEO professionals should have access to on a daily basis to positively impact a web presence for organic search.
Krista LaRiviere is Co-Founder & CEO of gShift. It's Krista's third software startup having co-founded CGK Technologies Group (1999) and Hot Banana Software (2004), both of which were purchased by Lyris, Inc. in 2006. Krista drives the strategic direction of gShift and is responsible for the overall operations and results of the company. Krista speaks and writes about the changing landscape of search engine optimization.
4:45PM Closing Remarks