Evolution of Paid Search | SEMNE

Evolution of Paid Search

Matt Lawson, Marin SoftwareSearch engines are reshaping the playing field for paid search marketers with a dizzying array of features, targeting options, and changes to their algorithms.  In this session, Matt Lawson, VP of Marketing at Marin Software will uncover the mega-trends that are reshaping the PPC search and social advertising industry, and provide detailed insights into how marketers can capitalize on them.

  • Step changes in the industry such as Google Instant often result in increased volumes for advertisers.  Anticipating the effects of these changes and budgeting accordingly allows you to grab market share during times of change.
  • The Yahoo-Bing search alliance not only made it easier to buy inventory, but also improved performance on the combined engine.  Building keyword sets for the search alliance is likely easier, and more profitable, than you may think.
  • Recent changes in Quality Score algorithms have made using advanced match types more important.  We’ll review tactics that smart marketers are using to maximize their opportunity.
  • Facebook ads represent a new frontier in PPC.  Learn how smart marketers are leveraging their paid search skills to optimize Facebook ads, and how simple tricks like rotating ads can reduce ad blindness and increase click-through rates.

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Evolution of Paid Search
Tuesday, October 4, 2011
6:00 – Badge pickup
6:30 – 7:30 Reception
7:30 – 9:00 Presentation followed by Q&A
Sheraton Framingham, Framingham, MA
Speaker: Matt Lawson of Marin Software

About the Speaker

Matt Lawson is Vice President of Marketing for Marin Software, provider of the leading platform used by advertisers and agencies to manage search, display, and social advertising.  At Marin, Matt is responsible for worldwide branding and demand generation. Previously, Matt held marketing and product leadership positions at Coremetrics, one of the early innovators in web analytics and paid search marketing. Matt is a regular speaker at Ad:Tech, SMX, SES, and Search Insider Summit. He writes a regular column for Search Engine Land, and has penned by-lines for Search Engine Watch, MediaPost, Adotas, and other publications. Matt holds a Computer Science degree from Princeton University and an M.B.A. from the Wharton School at the University of Pennsylvania.