ACCM - 25th Annual Conference • May 19-22, 2008 - (Page 13)

SEARCH MARKETING INTENSIVE | Monday, May 19 LEADERS: This intensive, packed with updated information, will cover everything you need to know to increase sales through your search marketing programs. We’ll cover what you must be doing with organic and paid search to be successful, and how to measure search conversions so you can continue to improve. You’ll learn the latest, most successful methods in this ever-changing area, including how to protect your brand from negative search results and how to build links to achieve higher search results. Heather Lloyd-Martin CEO, SuccessWorks International Alan Rimm-Kaufman President & Founder The Rimm-Kaufman Group Organic Search Essentials: The Top 10 Things You Must Be Doing to Be Successful 8:15 a.m. – 9:30 a.m. Having a page-one “free” (or “organic”) search position grabs the most attention and generates the most free clicks. But how do you push your pages into that top spot? In this action-packed session, we’ll address the top ten SEO essentials for catalog sites — and how your site’s creative, design, link strategy and code create a successful organic campaign. Plus, you’ll leave with a ten-point SEO essentials checklist outlining action steps that you can take today. Moderator: Heather Lloyd-Martin, CEO, SuccessWorks International Panelists: Matt Bailey, President, SiteLogic Additional panelist to be announced. Conversion Is Your Ultimate Secret Weapon: Tracking & Optimizing Search Traffic 12:45 p.m. – 1:45 p.m. You must measure your paid and organic search conversions to determine where to invest, where to cut, and where to ﬁne-tune. In this session, we’ll review different tracking technologies, including redirectors, cookies, tracking URLs, and on-page JavaScript. We’ll show methods for tracking search-driven sales into the call center and stores. We’ll discuss the limitations of “last touch gets credit” allocation schemes and propose alternatives. We’ll discuss why “conversion is the ultimate secret weapon” and present concrete approaches to increase average sales per visitor. Speakers: Larry Becker, VP & Principal, The Rimm-Kaufman Group Glenn Edelman, Senior Director E-commerce, Wine Enthusiast Getting the Most Out of Your Pay-Per-Click Program 9:45 a.m. – 10:45 a.m. Pay-per-click search has completely revolutionized how multichannel merchants acquire new customers. In this fast-paced session, we will review best practices for developing keyword lists, building effective adgroups, and writing compelling copy. We’ll present explicit formulas for rational economic bidding. We will describe and provide spreadsheet models to determine optimal PPC ad budgets. We’ll also touch on advanced topics, including advertising on brand names (yours and others); match-type optimization; mining the long tail; and offsite conversion tracking. Speakers: Steve Bosley, VP Marketing, The Rimm-Kaufman Group Additional speaker to be announced. Reputation Management: Protecting Your Brand in the Search Engines 2:00 p.m. – 3:00 p.m. In today’s world, it’s easy for disgruntled customers or employees to post negative information in forums and on blogs about your company. What’s worse, those pages often position well in the search engines, compromising your brand, resulting in lost revenue. Now, you can learn step-by-step ways to address negative publicity, join the conversation and protect your online reputation. You’ll learn how some sites faced their reputation management issues — and why they succeeded (or failed). Plus, you’ll discover some free and fee-based tools to help you monitor what people are saying about your company. Moderator: Heather Lloyd-Martin, CEO, SuccessWorks International Panelists: Lee Odden, CEO, TopRank Online Marketing Rob Key, CEO, Converseon Brunch & Power Forum: The Mystique of the Multichannel Customer — What Engages Customers and Prospects? 11:00 a.m. – 12:30 p.m. (See page 7 for details.) Secrets for Getting More and Better Links for Higher Search Rankings 3:15 p.m. – 4:15 p.m. Keyword-rich contextually relevant text links are like fuel for your website’s search engine rankings. Without good links, you are relegated to the bottom of the search results heap. Link building is arguably the most difﬁcult, the most misunderstood and poorly executed aspect of SEO. In this session, you will learn criteria for evaluating a link’s value, creative link building strategies, link buying do’s and don’ts, how to approach webmasters, how to leverage your afﬁliates, how social media can be leveraged to build links, and more. Moderator: Stephan Spencer, Founder & President, Netconcepts Panelists: Neil Patel, Chief Technology Officer, Advantage Consulting Services Eric Ward, Founder, The Ward Group Josh Greene, Director, Online Marketing, Discovery Channel Store Grand Opening Reception in the Exhibit Hall 4:15 p.m. – 6:30 p.m. ONLINE: WWW.ACCM4ME.COM/SAVINGS • REGISTER TODAY & SAVE! • FAX: 708.786.5568 13 http://WWW.ACCM4ME.COM/SAVINGS

Table of Contents Feed for the Digital Edition of ACCM - 25th Annual Conference • May 19-22, 2008

ACCM - 25th Annual Conference Highlights Program Tracks Keynote Speakers Conference Schedule Senior Executive Program Monday, May 19 - Intensive Day Business-to-Business Intensive Circulation Intensive Creative Intensive Email Intensive Merchandising Intensive Search Engine Marketing Intensive Small & Start-up Multichannel Merchant Intensive Web Analytics & Conversion Intensive Special Conference Events Mergers & Acquisitions Intensive Tuesday, May 20 Wednesday, May 21 Exhibiting Companies Thursday, May 22 - Post-Conference Workshops Visit the Exhibit Hall Travel & Hotel Information Register Today Attending Companies Companies Speaking at ACCM

ACCM - 25th Annual Conference • May 19-22, 2008

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.