<http://schema.org/articleBody>
"Session Summary\n\nYou worked so hard over the years to build a respectable budget for paid search, and now the search engines themselves are pitching non-search ads at you or others are suggesting you try the latest ads on a \nsocial network. This session looks at when you want to stand up for search, with strategies on keeping your budget strong and arguing that new ads require new money, not a slice of paid search funds.\n\nModerator / Speakers\n\nJeffrey K. Rohrs, Vice President, Agency &amp;amp; Search Marketing of ExactTarget, is moderating this session along with Rob Kerry, Editor at \nSphinn.com, who is moderating the Q&amp;amp;A portion. Speaking is Brian Combs, Founder &amp;amp; Senior Vice President of Apogee Search, Adam Jewell, Search \nEngine Marketing Specialist at NetPlus Marketing, and Kchitiz Regmi of Milestone Internet Marketing.\n\nBrian is up first. It is not all about budget. The larger investment may be time \nitself. Know your numbers in order to defend your budget. Also be able to \nseparate different paid search models - keyword search, content match, etc. Now \nthere are often hidden costs in testing. Another way to defend ad budget is to \nallow your paid search to inform other type so advertising. That's it for Brian \n- pretty short and sweet.\n\nAdam is up next. In defending budget, first clearly define your online goals and \nwhat success actually means. Focus on the highest leverage ROI drivers to \nmaximize ROI across all advertising and promotional programs. Use web stats to \nevaluate effectiveness of programs. \n\nIn defining goals, clarify if it is sales, leads, traffic or something else. You \nhave to be able to show that you have reached or exceeded those goals if you are \ngoing to effectively defend the search budget. If you can use analytics to show \nsales compared to search leads, search is always going to show that it is a \ngreat ROI. The key is presenting that in a compelling manner. \n\nIn summary, allocate budgets to highest ROI generating outlets. Test new \nopportunities but don't leave money on the table by under funding search. Adam \nthen showed us several &amp;quot;real life&amp;quot; examples of programs that might get cut while \nothers might receive more funds thrown at them. It involves taking a look under \nthe hood to see what is working and what is not.\n\nFinally, Kchitiz is up. He is going to focus on arguments defending the \nimportance of paid search. He points out that you can capitalize on video ads \nwith YouTube. It is not just text ads anymore on Google. He then shows examples \nof Google paid results, paid result on Google Maps, ads on YouTube and even on \nmobile phones. In other words, paid search continues to grow in its reach. \nAnother defense for paid search is the ability to geo-target. He goes on to show \nhow targeted paid ads can be - something that is not available with many other \nforms of advertising. \n\nFinally, showing positive ROI will go a long way in defending a search budget \nagainst new ad fads. With analytics, the effectiveness of a paid search ad can \nbe demonstrated very easily. Don't forget to use landing page testing to prove \nthe effectiveness of paid search.\n\nNow the Q&amp;amp;A portion begins. Rather than try to capture every question and \nanswer, I will point out some highlight from this portion of the session.\n\n\n  One person asked what the opinion of the panel is on &amp;quot;in-text&amp;quot; ads. Brian \n  answered that if you get good pricing, you can get a good ROI. Conversions \n  rates will very likely be lower.\n&amp;nbsp;\n  What happens when affiliate marketing is kicking paid search's butt? You \n  can't ignore the reach of paid search ads. Also, not every company is going to \n  be able to even run an affiliate program.\n\n\n\nDavid Wallace - CEO and Founder SearchRank."^^<http://www.w3.org/2001/XMLSchema#string>
<https://www.seroundtable.com/archives/016369.html>