The Future of Search This session, presented by a panel of Search and Social media experts from SEMpdx, will discuss what you need to know as a user of search engines and as a marketer on search engines. Topics covered will include: personalization of search results, mobile and local search, real time search, social search, and the shift in ranking algorithms. * Moderator: Lisa Williams, President, Media Forte Marketing * Anne Kennedy, Partner, Beyond Ink * Scott Fish, Director of SEO, EngineWorks * Hallie Janssen, VP, Anvil Media, Inc. * Ben Lloyd, President, Amplify Interactive

1. 5 Big Changes in the last
Year

2. AdWords Adds Sitelinks

3. AdWords Product Extension
Instead of users having to click on “SHOPPING” to see your product…
They can see product from your Google Merchant Center directly in your ad:

4. REmarketing to Your Visitors
Visitor
Views a
Visitor Visitor Website in
Comes to Leaves Google’s
Your without Network
Website Converting
Visitor is compelled by your Visitor is
highly effective ad to go Shown
back to your site and ends your Ad
up converting.
(because they’ve
already been to your
site)

5. The AdWords Opportunities Tab
Bid Ideas
Keyword
Ideas
Budget Ideas
Tools now
live here too

6. Trademark Policy Updates
Prior to May 2009
DISAPPROVED “Dell” is a trademark
Laptopadapteroutlet.com is
not authorized to use said
trademark – they don’t sell
official product
After May 2009
“Dell” is still trademark
APPROVED Google approves because
Laptopadapteroutlet.com offers
reasonable info about that TM
on their landing page – they
sell related product

7. What’s Next?

8. Yahoo & Microsoft Challenge Google
There will be ONE user interface to run PPC on Yahoo & Microsoft
Properties – Yahoo Search Marketing will essentially disappear
The technology will be powered by Microsoft’s platform, the customer
service for premium advertisers will come from Yahoo
Scheduled migration is for October 2010
Get more information at www.searchalliance.com

9. Insights into Keyword Attribution
Currently in beta for some advertisers
Report will appear in AdWords, but requires account to be linked to a
Google Analytics account
Gain insights into ALL of the keywords that a searcher used, not just the
most recent