Advanced Paid Search Marketing

DATE: Thursday, 29 September, 2011
TIME: 9:00am to 4:00pm
VENUE: Sydney Convention & Exhibition Centre
LEAD INSTRUCTOR: Tom Van den Berckt - Clicks2Customers
COST: $345 before 31/8/11, $395 after 31/8/11, $445 Onsite

• Workshop overview
• Who should attend?
• What are the benefits?
• What will I learn?
• Instructor's bio

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Workshop Overview

The online marketing industry continues to undergo rapid change and companies like Google, Yahoo & Facebook are all aggressively vying for advertising dollars. For advertisers it is not only a matter of choosing the right media channels for their business but also about getting the maximum return on their investment. Search is unique in that it provides retailers with a database of customer intent and using that data effectively is crucial to the success of any online business. This workshop requires a basic understanding of paid search but not necessarily a hands-on experience. It will help companies to assess their current paid search campaigns and to identify consumer shifts and opportunities.

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Who Should Attend?

Paid search campaign managers, (online) marketing managers, CEOs, MDs, CFOs and CMOs

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What are the Benefits?

This course will benefit paid search campaign managers who will gain a greater understanding of the intricacies of paid search and enable them to make better decisions. Online marketing managers will learn how insights from search will benefit their other media channels and how to determine measurements of success across channels. High level decision makers will experience a data driven approach to online marketing that supports the bottom line. All the information presented is based on paid search campaigns from retail companies around the world.

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What Will I Learn?

The Paid Search Auction

• How the paid search auction model has evolved over the years
• The unwritten rules of the Google algorithm
• How does competition for search impact your business online

Mobile Search

• The state of mobile search in Australia
• What you need to do before running mobile search campaigns
• Consumer behaviour and e-commerce implications

Ad Innovations

• which paid search features are being tested around the world and why do they matter

Auditing a paid search campaign

• Determining which metrics are relevant to your business
• Big red flags that require immediate action
• Uncovering the (opportunity) cost of an incorrectly sized campaign

Tracking, Attribution & Privacy

• How your various marketing channels interact
• How do you know which ad to credit for a sale?
• Privacy concerns and online tracking

Beyond Search: the Google network

• Youtube
• the Google Display Network
• Google Places
• The Google Merchant Center
• Analytics
• Google +1

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About Your Instructor:

Tom Van den Berckt is head of search at Clicks2customers.com. Tom has an M.Sc. in engineering from the university of Leuven (Belgium) and an MBA from the Graduate School of Business in Cape town (South Africa). He has worked in the search marketing industry since 2003 both in technical roles and in business roles. He has run search campaigns and advised clients on five continents and speaks regularly at international conferences and workshops. Always wanting to get to the bottom of things he understands search engine marketing like no other and manages to merge its power with the specific needs of each client. As head of search Tom oversees all training at Clicks2Customers and is a senior lecturer in entrepreneurship at a Cape Town business school.