IRCE 2009 Session Descriptions

Listed below is the individual session description. To view a speakers' bio simply click the links inside the session description.

Day One—June 15, 2009: Search Engine Marketing Workshop

Search Engine Marketing: Advanced Strategies for a Competitive Market
Search marketing is one of the most widely used marketing techniques by online retailers. Yet search marketing is complex and requires extensive and specialized knowledge for a program to be successful. This day-long workshop is designed to provide in-depth strategies, tactics and techniques that retailers can apply immediately to improve their search engine marketing programs.

10:30 AM - 11:30 AM

Creating the right search campaigns: How your product mix affects how much you spend on search

Udayan Bose, Founder & CEO, NetElixir

Brian Galloway, Direct Response Programs Manager, Recreational Equipment Inc.

Alec Newcomb, Vice President, MyWebGrocer

Different types of retailers need different search approaches. Low-margin retailers or retailers selling products with lots of competition, need to know just how low their keyword bids must be. Retailers selling a more expensive product or merchandise that consumers take time to make up their minds about can spend more, but that spend is usually spread over more terms. This session will help retailers understand how their merchandise reflects their keyword bids and how to create consistent, successful, high-ROI keywords campaigns that take margin into account.