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.

11:30 AM - 12:15 PM

We're No. 1—or maybe No. 5

Eric Archuleta, President, Musician's Hut

Tom O'Grady, Executive Vice President, Sales and Operations, AdGooroo

An accepted wisdom of search engine marketing is that the highest positions get the most clicks—and thus are the best investment for pay-per-click search marketers. But that's not always the case. Many marketers can find the most profit by bidding for the second-to-last position on broad keywords and positions five to seven for niche keywords. This strategy minimizes costs while exploiting underpriced traffic opportunities. Our first speaker will walk retailers through how to analyze position, bid payment and return on ad spend. Our second speaker revamped his bid program after analyzing position, spend and return. He will discuss what it took to re-think a company's search engine marketing strategy and what benefits it gained.