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"Speakers:\n\n  John Squire, SVP, Product Strategy, General Manager, Search Services, Coremetrics\n  Bob Heyman, Chief Search Officer, Mediasmith\n  Isabel Sopoglian, VP of Search Marketing, Cars.com\n\nJohn\nThink about your marketing in terms of how we get the right visitors and what the right pages are to land on.\u00A0 Also how do we get the right measurement to validate our decisions?\u00A0\nThink about where you should invest your marketing dollars.\u00A0 Over 50% of customers interact with more than 1 ad when making a conversion.\u00A0 A little less than 50% click on one thing and then take some sort of action.\u00A0 When you look at the data though nearly 25% are touching more than 30 channels over a 25 day time period before making a conversion.\u00A0 Its important to look at all the influencers all the way through the sales process instead of just looking at the final conversion and believing that that was what made the sale.\u00A0 Multi-touch increases a marketers decisions whether to eliminate an investment, invest in more 3rd parties linkages, or bid up a particular keyword.\n\n  Use attribution reporting across all sessions to gain an accurate picture of the paid search terms\n  Identify critical groups of low cost per click keywords that precipitate sales\n\nBob\n\u00A0\nSearch works with all the other branding activity that you do.\u00A0 When Napster did a Super Bowl spot, search activity went up.\u00A0\nWhether it\u2019s an email or banner ad, it\u2019s important to watch the click trail leading up to the last click.\nThere are instances where you try to be so efficient like just running search that you\u2019ve eliminated all of your volume.\nIsabel\n\u00A0\nWhat counts as a conversion on your site.\u00A0 (sale, signup, traffic)\nWhat is the value of that assigned conversion.\u00A0 Are you tracking on keyword level?\nInternal Key Factors to Conversion\nKeywords, Ad copy, Landing Page, Conversion Path, Negative Keywords, URL Blocking\nExternal Key Factors to Conversion\nTraffic quality, click fraud, behavior of searchers, algorithmic changes, SERP changes, search engine testing\nExample: Impressions up almost 300 percent for particular ad on Yahoo.\u00A0 This decreased CTR\u2019s.\u00A0 They called Yahoo and Yahoo said they had been running \u201Ctests\u201D Sometimes results are out of your hands.\nImportant to track\n\n  Ability to track on keyword level\n  By search engine\n  Match type\n  Ad copy\n  Landing page version\n\nSimple Strategies to Convert\n\n  Only select keywords that are relevant to product\n  Extensive negative keywords\n  Use appropriate keyword match types\n  Don\u2019t mislead searchers with your ad copy\n  Optimize your landing page and lead path to convert\n\nAdvanced Strategy to Convert\n\n  Detect international clicks and demand search engines to block source or refund money\n  Block non-performing domains\n  Score traffic quality by source and implement into your bidding\n  Check traffic for click fraud and provide search engine w/proof\n\nJudge carefully when just looking at pure conversion data! The higher the quantity of traffic, the more statistically relevant becomes the results for your conversion. Once they were able to get more traffic from the Yahoo network they expect the conversion percentages for Google and Yahoo to even out!\n\n\nContributed by: Justin Davy is a search engine marketing specialist for the E.W. Scripps Company and a guest writer for SER."^^<http://www.w3.org/2001/XMLSchema#string>
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