Internet Conferences

Newbie SEM With Greg Jarboe From SEO-PR.Com

 Greg Jarboe at SES Chicago 2007 (2)Won’t make it to SES Chicago this year. :-(

I’ve done so much travelling in 2008 I’m hanging up my noise-cancelling headphones and staying in Blighty for December – right up until I fly to Seattle for Christmas that is!

One fellow who will be there is Greg Jarboe from SEO-PR. Greg is one of the nicest men in search. His warm and steady charm creates the perfect atmosphere to teach what can initially be quite a complicated – and dry! – form of marketing.

He’ll be giving the SEM Master Class for marketers new to the channel on the second day of the conference.

As someone who has been in the industry for eight years, I sometimes find it difficult to articulate the basics from a beginner’s standpoint, so I caught up with Greg in Vegas to ask three very simple questions…..

 

MelC - With the economy in such turmoil right now, I guess you’d have to work harder to encourage marketers to invest in a new channel. So how would you go about persuading newcomers to SEM that their time and energy will be well spent?

GJ - A recession is both a challenge and an opportunity.  The challenge is obvious: Marketers need to do more with less.  But the opportunity to is persuade marketers that investing in a new channel or technique will increase their marketing ROI.  For example, I recently spoke at the 2008 PRSA International Conference in Detroit. 

My topic was: What’s the ROI on Your Press Release?  And I shared some case studies of press releases that generated a measurable ROI. This includes optimized press releases that generated $200 million in qualified leads for Symmetricom’s chip-scale atomic clocks, more than $2.5 million in ticket sales for Southwest Airlines, and almost 1.3 million searches for “florists” on SuperPages.com

I also explained how combining blog outreach with press release optimization generated a record 450,000 unique visitors to The Christian Science Monitor, more than 88,000 entries into Parents magazine’s cutest kid in America photo contest, and a record 1,100 attendees to the Wharton Economic Summit

The most effective way to persuade newcomers to SEM that their time and energy will be well spent is to show them the money.

 
MelC - Getting started is always a tad daunting so what advice do you have for folks taking their first steps in search?

GJ - Start by taking baby steps. 

You need to build a case that the ROI of search engine marketing (SEM) is significant.  So, start with a modest pay-per-click advertising campaign on Google, Yahoo! and  Microsoft adCenter. 

You’ll see measurable results in a month.  That can be leveraged to build the case for investing in search engine optimization (SEO), which may take a couple of months before you see a measurable ROI.  Then, you can build the case for press release optimization, blog optimization, and video optimization. 

But for all of these steps in search, measure results in website traffic, lead generation or online sales.  Ranking #1 may feel good, but it doesn’t make the cash register ring.

 

MelC - Once your campaign is live, what three things should one look out for, and concentrate on, in order to get the very best return on investment?

GJ - The first thing you should look out for is “clicks.”  How many clicks did I get? 

But, in order to get the very best ROI you need to concentrate on conversions.  What percentage of my clicks converted to leads or sales? 

Then, you need to move to ROI.  Where do I get the biggest bang for my bucks? 

Once you know which tactics or terms are generating conversions cost-effectively you can manage your entire marketing mix — from PPC ads, to SEO programs, to PR campaigns.

MelC - Thanks Greg and good luck in Chicago!

Shalom! – Some Photos From Israel & Rosh Pina

Landed early this morning in Tel Aviv, had a 2 hour cab ride to the Rosh Pina Festival, have met the local team and now am putting the finishing touches to my presentation!CIMG1911 5.30am Over Tel Aviv

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Local office from the road 

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Big Microsoft presence at the festival

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Incredible views from the hotel!

Off to Rosh Pina in Israel Tonight!

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Flying to Israel tonight to speak at the Rosh Pina Festival:

“Held in the picturesque Galilee in the northern part of Israel, Rosh Pina Festival, convening this year for the 9th consecutive year, is the most important annual media conference in Israel. In addition to the traditional renowned TV festival, this year the festival is going global and digital by launching an independent digital track.”

I’ll be speaking about digital marketing trends in Europe and showing a few fabulous demos.

Never been to Israel so am really looking forward to it, especially as I’m staying here: http://www.mizpe-hayamim.com – just in case you want to get hold of me! :-)

Back on Saturday and then off to PubCon on Sunday!

See you there?

Test Your Awareness – Who Dunnit?

[youtube:http://www.youtube.com/watch?v=ubNF9QNEQLA]

Ciaran Norris just demoed the above video at SMX London – it’s the follow up to the Transport For London basketball vid which I got first time!

This one is a LOT harder believe me!

Shame he’s not put it up on MSN Video!

SMX London – PubCon – SES Chicago 2008

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In these lean economic times, even Microsoft isn’t mad enough to keep flying me back and forth across the pond at every drop of a Tweet, so I won’t be going to SES Chicago in December this year.

I will be there in spirit though, but will miss the insight, chat and revelry in the snow! There are some great speakers lined up and it’s not somewhere I’ve been before so maybe next year! :-)

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December will be a quiet month for me as we wrap up 2009 after what I’m sure will be some great times at SMX London and PubCon which I will be attending.

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Check out the adCenter Blog in a couple of days for some insight into what we’ll be talking about in a couple of weeks in Covent Garden!

Cost Per Monk Story From A4UExpo 2008

Joost has written a good sum up of a4uexpo and Dave has written about last nights dinner so I’ll write up my thoughts on my Media Week blog tomorrow.

In the meantime thanks for all the great feedback about Dixon, mine and Tor Crockatt’s presentation.

I was asked about the the opening of my talk so do read the Cost Per Monk story and feel free to mention it whenever appropriate!

It was great to meet even more SEO’s and internet marketers including Al Carlton, Patrick Altoft, Marcus Tandler, Todd Crawford who shared some great stories and tips over some great Thai food.

Big hand to Matthew Wood for a great show. Gawd knows how he felt this morning!

If you ever wondered what it’s like up there on a panel – see below!

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That’s  Anthony Shapley in the front row holding the orange show program. He’s not just a talented SEO but an awesome photographer!

And it’s his 21st birthday tomorrow!

Dinner Next Week With Dave Naylor & Joost De Valk!

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This is a picture of Gordon Ramsey’s place at Claridges in London :-)

Now Dave has offered to buy some lucky winner AND a friend dinner next week while he’s down for A4U.

The newly married & exhausted Joost De Valk will also be there to add a bit of European sophistication to the evening’s proceedings because Dave and I are from England – not Europe!

All you have to do is leave a comment on Dave’s blog telling him why you want to have dinner with us!

Apparently Dave wants me to choose the venue – anyone got any ideas?

Photos From ad:tech London 2008

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This was the queue in front of me to get in at 10.30am!

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This was the queue behind me!

 

Luckily I was speaking in 30 mins so I called Karen, our marketing manager, who smuggled me in under a blanket…..which was nice!

It was a bit of daft organization though with so many people trying to get in out of the rain! Hope they fix that for next year…

 

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Me speaking at the show about adExcellence! Are those Andrew’s teeth behind me?

 

ad:tech did have a different feel about it this year.

Maybe it was our stand, which I thought was awesome, and the fact that it was a real coming together of the folks from search, display, mobile, Atlas and drive PM under the big happy family brand we now call Microsoft Advertising!

Having been in the online advertising game for 8 years it was great to meet up and natter with so many old faces and friends.

I promise to set up and Looksmart and 24/7 Search reunion soon!

See You At ad:tech London

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I’ll be in Earls Court for the next couple of days at ad:tech London so drop by Stand 293 where Microsoft Live Search and adCenter will be giving some demos and other stuff.

Catch me speaking on adExcellence.com and adCenter at 12.30pm on both days in the free seminars as well!

A4U Affiliate Expo – Win Two Tickets Worth £299

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I’ll be speaking with the fabulous Tor Crockatt at this year’s event on 15th October so if you want a chance of winning a free pass worth £299 check out Kieron Donoghue’s blog and leave a comment!

Nice to see some folks are looking forward to seeing us impart some wisdom!

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