Big data and business optimization versus campaign optimization and quality content.
If you weren't at SES San Francisco this week or weren't following the #SESSF Twitter hashtag religiously, then you may have missed out on some key learnings and takeaways. Before I delve into the specific takeaways, perhaps we'll touch on a few themes that in many cases transcended across the paid search, organic search, and social media topics. Those themes were "big data" and "business optimization," in contrast to campaign optimization, which can be myopic, and "quality content."
I had the privilege of speaking at the event and I presented "The Foundations of Search Engine Marketing," a PPC and organic primer session for those who are new to SEM, SEO, and perhaps digital marketing. Quite a challenge for a solo 50-minute session, but I did what I could. Perhaps the bigger challenge was following up directly behind Avinash Kaushik, Google's digital marketing evangelist, who always rocks the house. For PPC search strategists, perhaps Avinash's points are among the most important, which brings us to the six important SES San Francisco takeaways:
So, if your to-do list wasn't long enough, and your marketing budget wasn't large enough before, now you'll have some ammunition to get some more resources allocated, because if you don't step up your game, your competition will and they'll eat your lunch.
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Kevin Lee, Didit cofounder and executive chairman, has been an acknowledged search engine marketing expert since 1995. His years of SEM expertise provide the foundation for Didit's proprietary Maestro search campaign technology. The company's unparalleled results, custom strategies, and client growth have earned it recognition not only among marketers but also as part of the 2007 Inc 500 (No. 137) as well as three-time Deloitte's Fast 500 placement. Kevin's latest book, "Search Engine Advertising" has been widely praised.
Industry leadership includes being a founding board member of SEMPO and its first elected chairman. "The Wall St. Journal," "BusinessWeek," "The New York Times," Bloomberg, CNET, "USA Today," "San Jose Mercury News," and other press quote Kevin regularly. Kevin lectures at leading industry conferences, plus New York, Columbia, Fordham, and Pace universities. Kevin earned his MBA from the Yale School of Management in 1992 and lives in Manhattan with his wife, a New York psychologist and children.
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Paid Search in the Mobile Era
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June 10, 2015
12:00pm ET/9:00am PT