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March 2, 2016

Dark Search, Dark Social & Everything In Between #SMX

marshall simmonds dark search

There’s an invisible web. Just because it’s out there doesn’t mean the search engine can see it and attribute it correctly. The invisible web is a concept that was introduced in Chris Sherman and Gary Price’s “The Invisible Web” in 2001.

In 2013, search marketers saw a big spike in direct referral traffic. Our speaker Marshall Simmonds (@mdsimmonds), Founder and CEO, Define Media Group, Inc. explains what is causing dark search and social traffic, traffic with no referrer data in analytics. Search marketers need to protect their budget by understanding it and explaining it to non-technical people.

Read more.




Understanding Your Consumer’s Journey Using Search Science for Keyword Research

Speaker Tony Verre

The speaker for this SMX West mini-session titled “Understanding Your Consumer’s Journey – Using Search Science for Keyword Research” is Tony Verre, founder of DreamFire Digital Marketing.

He opens with a question: Does anyone here use consumer surveys as a major data point when creating your strategies? You can only believe half of what you hear and read. Accept that consumer surveys don’t always tell the truth.

Find out how to use 4 “search science” keyword research tools to find reliable data points for understanding the consumer’s search journey.




10 PPC Hacks, Tips and Tricks to Optimize Your Time #SMX

Kim Thomas PPC

Kim Thomas, director of Digital Advertising at Wheelhouse Search, is teaching the SMX West 2016 audience how she is making her search campaigns as efficient as possible. Who doesn’t want to learn about that? Let’s dig in! Read the liveblog for her 10 PPC Hacks, Tips and Tricks.




Behind The Scenes With Bing #SMX

Twitter Ads Reps

This SMX West 2016 Session opens with Microsoft Bing Ads Evangelist Christi Olson reminding the audience of Bing’s mission: to empower every person and every organization on the planet to achieve more. Alongside Bing Ads Director of Strategy Paul Apodaca and Bing Ads Account Manager Eric Couch, they’re sharing what’s new with Bing Ads.




RankBrain: What Do We Know About Google’s Machine-Learning System? #SMX

Marcus Tober, Eric Enge, Danny Sullivan

SEO is very tactical. We always try to look behind the curtain of Google’s algorithms. So, it’s no surprise that we all want to know more about RankBrain, Google’s machine learning system that they confirmed out of the blue in October 2015 was “the third most important ranking signal” in their algorithm.

In this SMX West session, we’ll learn about RankBrain based on studies done by the speakers: Marcus Tober of Searchmetrics and Eric Enge of Stone Temple Consulting. They’ll present findings as well as the implications for SEO.

Read the liveblog to find out about RankBrain.




Maximizing ROI for Twitter Ads #SMX

Maximizing ROI for Twitter Ads #SMX

What are the do’s and don’ts of creating content for Twitter ads? Bryan Sise, Kayt Zelley and Abishek Shrivastava — three VIPs from Twitter – share the do’s and don’ts, plus DATA-DRIVEN tips and strategies for maximizing your ROI on Twitter in this SMX West 2016 session.

Dig into our liveblog Maximizing ROI for Twitter Ads #SMX.




Getting Started with Twitter Ads #SMX

Twitter Ads #SMX

Ready to significantly improve your Twitter ads? Three representatives from Twitter – Vernon Wharff, Nate Wright and Kate Fauth – take the SMX West 2016 stage to share their insights on meeting the challenges of advertising in a mobile world, targeting your audience, setting up your Twitter campaign and measuring your success.

Read our liveblog Getting Started with Twitter Ads #SMX.




March 1, 2016

How Email Marketing Is Revolutionizing Paid Search through Customer Match #SMX

Cleo Hage speaking at SMX West

Cleo Hage, Paid Search Strategist, Wordstream, is going to talk about the future of email marketing. Yes, this is an SEM presentation.

Email is the OG of digital marketing.
Email is cluttered.
Email is growing.
Emails aren’t going anywhere.

You log into things, get updates and receive shipping notifications through email. Even a GOOD email campaign has a 20% open rate. And then a click-through rate of 5% on top of that. You’re left with FOMO — 80% of unopened email and 95% of lost leads.

The answer is Customer Match, the ability to upload lists of email into AdWords to create audiences for precision targeting!

Read about how to use Customer Match to target individual specific people in search ads, YouTube Ads and Gmail Ads in our liveblog coverage of this session from SMX West.




Doing What Matters for SEO & Google in 2016 – Googler Maile Ohye at #SMX

Maile Ohye on stage at SMX West 2016

A favorite Googler and SMX presenter, Maile Ohye, senior developer programs engineer at Google Inc. (@maileohye), explains that in 2004 and 2005, Matt Cutts used to say that search engines are chasing the user. In other words, the engine wants to serve the user first and then everything else (rankings, results pages) follow. A problem occurs when when websites then chase the search engines.

An alternative view is when search engines and websites both chase the user, but this is oversimplified. Today she suggests a cultural shift to serving the customer, not the user.

Read about how that all plays out in real life in this liveblog SMX West coverage of Doing What Matters for SEO & Google in 2016.




Beacons: Opportunities, Limitations & How Marketers Can Use Them Today #SMX

Beacons: Keri, Raj, Greg

Beacons – every time there’s an article or talk on them, one word comes up: explosion. Forward-thinkers and early adopters are ready for this technology to explode and today’s SMX West 2016 panelists are no exception.

Read Beacons: Opportunities, Limitations & How Marketers Can Use Them Today #SMX.




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