Search Engine Marketing Strategy Webcasts from iProspect

On–Demand Search Engine Marketing Webcasts

iProspect is a strong supporter of educational opportunities provided by unbiased third–party experts on search engine marketing. These 50 to 60–minute "on–demand" rich media presentations listed below are excellent resources for you and your colleagues to learn strategies, tactics and solutions that you can employ at your organization. Just click on the titles below, fill out the registration form, and view each webcast at a time that's convenient for you.

Paid Search & Online Display: Ask The Engines
In Q4 of 2009 representatives from iProspect, Google, Yahoo! and Microsoft hosted small, intimate events for online marketers in 8 cities around the U.S. At these events there were no Powerpoint slides, no scripts, no prepared content – just a commitment to answer any and all questions that marketers had about paid search and online display advertising. This webcast is a byproduct of leanings from those events: what was on marketers’ minds, where their pain points were, and what interested them most. It is also intended to be a virtual version of those events – enabling those who dial in to ask questions about paid search and display advertising directly to the experts at iProspect and the search engines.

Search Results, SEO and the New World Order: Blended Search 2010
Blended search – the practice of blending search result listings from news, video, images, and specialized, vertical search engines – has changed the landscape and the techniques required to achieve top rankings for search marketers. How has it affected search optimization (SEO) practices, particularly for larger brands? Has the blending of results changed how you compete for rankings? The first generation of search engines ranked pages based on the content of those pages — the words on the page. The second generation increased relevancy by analyzing links. Now the third generation, Search 3.0, is upon us in full force. In a nutshell, this means that all of the major search engines now automatically blend results from their “vertical” search catalogs, such as news, images video, local and even real-time listings with standard web results. Search Engine Land Executive Editor Chris Sherman will provide an overview, followed by a question and answer session with the audience.

Integrating Search Within the Overall Marketing Mix: Best Practices
In this webcast, representatives from Google and from iProspect will share lessons learned from these live events and boil them down to key examples and best practices for integrating search with other online and offline channels, as well as for integrating paid and organic search efforts with each other.

PPC Testing & Optimization 2010: Best Practices
Google has famously stated that all you need to get started with paid search is five minutes and a credit card. While that’s essentially true, to avoid wasting money and to achieve optimal results from your paid search campaign, you need to test, experiment, and test again. Testing and optimization offers multiple benefits: in addition to improving your bottom line, you’ll gain a leg up on the competition. Your approach to testing and optimizing a paid search campaign should be systematic and carefully planned.

Ask the Search Engines: War Stories from the World Tour
For six weeks during the Fall of 2009 executives from iProspect — in partnership with executives from Google, Yahoo! and Microsoft — traveled to 10 cities around the U.S. hosting events for 15-25 search engine marketers in each city. At these events the iProspect and search engine executives flew totally without a net – no PowerPoint slides, no charts, no graphs, and with no rehearsals held in advance. Instead they simply arrived in each city prepared to answer any and all questions about search engine marketing put to them over the course of about 90 minutes. This webcast is intended to be a virtual version of one of those events, with iProspect and its search engine colleagues prepared to field as many questions they have as time allows.

Ask iProspect: PPC Strategy & Tactics from the Experts
In this webcast, we will give the audience a chance to ask the experts about paid search advertising. Senior management from iProspect, the Original Search Engine Marketing Firm, will open the floor to questions from attendees on what it takes to compete with the biggest and the best when it comes to paid search. The entire webcast will be devoted to answering questions that registrants submit in advance, and that are submitted live throughout the event. Topics will focus on large, complex PPC campaigns, and will range from simple to complex issues facing marketers working in paid search.

When to Outsource Your Search Engine Marketing: Making The Decision
If you’re considering outsourcing some or all of your search marketing, it’s important to carefully weigh the pros and cons of keeping your efforts in-house vs. working with outside service providers. On one hand, specialized search marketing agencies must keep up with the latest changes and trends and have the specialized knowledge needed to create highly successful campaigns. On the other hand, working with an outside firm involves cost and coordination issues that should be carefully considered before making a decision to delegate your search marketing efforts. In this webcast, search authority Chris Sherman will discuss the pros and cons of outsourcing, and give you the latest tips on how to select the most appropriate - and best-qualified - search partner, should outsourcing prove to be a good option for you.

How Large Offline Marketers Drive Superior Search Marketing Results
Recent research has found that two-thirds of searchers are driven to perform searches as a result of exposure to some form of offline marketing -- and that nearly 40% of those searchers ultimately buy a product or a service as a result. Smart marketers realize that by integrating their offline initiatives with their search marketing efforts, they can amplify the results of both. But how are marketers performing this integration? What are some of the best practices they are employing? And what obstacles are they encountering in the process?

Paid Search Testing & Experimentation: Optimizing for Superior Results
Google has famously stated that all you need to get started with paid search is five minutes and a credit card. While that’s essentially true, to avoid wasting money and to achieve optimal results from your paid search campaign, you need to test, experiment, and test again. Testing and optimization offers multiple benefits: in addition to improving your bottom line, you’ll gain a leg up on the competition, as fully 60% of all search marketers aren’t doing any testing at all, and those that are testing often use simple, ineffective methods, according to JupiterResearch.

Ask iProspect: Strategies & Tactics for World-Class SEO - Q+A with the Original Search Engine Marketing Firm: Managing Large Campaigns
In this first-of-its-kind event, senior management from iProspect, the Original Search Engine Marketing Firm, open the floor to questions from attendees on what it takes to compete with the biggest and the best when it comes to search engine optimization. The entire webcast will be devoted to answering questions that registrants submit in advance, and that are submitted live throughout the event. With a focus on extremely large, extremely complex SEO campaigns, senior iProspectors will undoubtedly address topics that include: Simplifying Dynamic Website Optimization, Unique Challenges Posed by Huge Websites, Tracking the ROI of SEO, Integration of SEO and Paid Search, Integration of SEO and Offline Channels.

Big Brand Search Engine Optimization: Managing Large Campaigns
In theory, search engine optimization is a process that's the same whether you're optimizing a site with ten pages or ten thousand. But in practice, SEO for big brands has its own set of issues, challenges - and solutions. In this webcast, Chris Sherman looks at how large organizations with complex websites can effectively implement SEO as part of their marketing mix.

Blended Search 2009: Strategies for Large SEO Campaigns
Blended search – the practice of blending search result listings from news, video, images, and specialized, vertical search engines – has been with us for nearly two years. How has it affected search optimization (SEO) practices, particularly for larger brands? Has the blending of results changed how you compete for rankings? The first generation of search engines ranked pages based on the content of those pages -- the words on the page. The second generation increased relevancy by analyzing links. Now the third generation, Search 3.0, is upon us in full force. In a nutshell, this means that all of the major search engines now automatically blend results from their "vertical" search catalogs, such as news, images video or local listings with standard web results. This webcast will look at the revolutionary change happening with blended search and how search marketers can ride the wave to success.

Paid Search for Big Sites, Big Brands
Managing a paid search advertising campaign for a large organization has its own set of challenges that call for a unique set of skills and solutions. For example, what happens when you find you’re in a battle for position against another group in your own organization? How do you effectively run a major paid search campaign when your website consists of thousands -- or even millions -- of Web pages, and every group in the organization thinks their ad should be at the top of the sponsored results? In this webcast, Chris Sherman looks at how large organizations with complex websites and important brands can effectively implement paid search advertising campaigns.

Tackling Large Paid Search Campaigns: Automated Solutions
Paid placement search advertising programs can be an appealing alternative to time-consuming organic search engine optimization (SEO) efforts allowing you to rank well in search engine results with comparatively less work. But what happens when your campaign grows to hundreds, thousands or even millions of listings? Managing the bidding process manually becomes a nightmare perhaps even impossible. Fortunately, there’s an entire class of search ad bid management tools that can save you time and money — and when used properly can actually improve your campaign’s performance and ROI. In this webcast, Chris Sherman will describe the kinds of bid management systems available and how they can be used effectively.

The Social Graph: The Key to Search Marketing's Future?
"The social graph" is garnering a lot of attention these days, including a vigorous debate between search marketers who believe leveraging social networks is the next big thing, and traditional search marketers who dismiss social search as the latest fad. This webcast explores: - The types of social media sites that appeal to search marketers - How to understand and leverage the "social graph" of influentials and power users for maximum impact - How campaigns on social networks can quickly go viral, producing tons of traffic - How to sustain interest after the first spike of interest fades - How much time and resources should search marketers invest in social search campaigns.

Multi–National Search Marketing: Effective Strategies for Global Marketers
The worldwide reach of search engines offers bountiful opportunities for search marketers to run global search campaigns. But running a successful multi–national search campaign involves more than just translating your web site or enabling ecommerce platforms that can handle multiple currencies. In this webcast, Chris Sherman explores how search marketers can be successful in the global arena. Attend this webcast and find out how you can maximize the effectiveness of your global search marketing efforts.

How Large Enterprises Effectively Integrate Paid & Natural Search Marketing:
Large organizations often face unique challenges when it comes to integrating their natural search engine optimization and paid search advertising efforts. Whether it's because they have multiple websites targeting many of the same keywords, different divisions or different offices responsible for completely separate campaigns, or multiple agencies managing their various search marketing efforts, the bigger the enterprise, the greater their integration challenges. In this webcast, Search Engine Watch Executive Editor Kevin Heisler discusses how to tackle these, and other search marketing issues that are common at large companies.

Managing Large Paid Search Marketing Campaigns: Automated Bid Management Solutions
What happens when your paid placement campaign grows so large that you just can't manage the bidding process manually? Fortunately, there's an entire class of search advertising bid management solutions that can save you time and money — and ultimately improve your campaign's overall performance. In this webcast, Chris Sherman discusses the kinds of bid management systems and services available and how to maximize their effectiveness for your search advertising program.

The Dozen Truths Every CMO Must Know About Search Marketing
Chris Sherman explains why CMO's need to understand some of the most important fundamentals of search marketing, the role it can play in an organization's overall marketing efforts, and what search marketing practices successful marketing organizations — perhaps their competitors — are using to their advantages.

Successful Feed–Based Search Marketing: Shopping Engines, Paid Inclusion & More
Chris Sherman explores the types of feed–based search marketing and when they can be appropriately leveraged with other types of search marketing. Some of the topics that are covered include: when to use feed–based search marketing for maximum impact, search engine optimization tactics for feeds, and must–know technical aspects of feed formats.

Paid vs. Free Search Listings: Optimizing the Mix
Learn how to balance buying listings and optimization — and how you can achieve the right mix. We'll discuss the paid/optimization interaction and how to craft the right message based on each type of listing. Sponsored by iProspect and presented by Chris Sherman, Executive Editor, Search Engine Land.

Maximizing the Impact of Paid Search Listings
Find out how you can optimize paid listings while boosting your performance and ROI. We'll discuss common myths about paid listings, tools you can use to automate your campaigns and provide tips for buying keywords. Sponsored by iProspect and presented by Chris Sherman, Executive Editor, Search Engine Land.

Social Search: New Marketing Opportunities
Learn how to reach new markets and opportunities using social search strategies. Topics include: Characteristics of social search; how social search is changing online interactions; and how to tap into this new marketing opportunity. Sponsored by iProspect and presented by Chris Sherman, Executive Editor, Search Engine Land.

How to Find the Right Search Marketing Partner
Learn how to find the right solution for your search marketing needs. Whether you decide to outsource or hire an in–house expert, how do you know who’s right for the job? Chris Sherman gives advice on how to select the most appropriate search marketing partner for your business. Sponsored by iProspect and presented by Chris Sherman, Executive Editor, Search Engine Land.

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	Paid Search & Online Display: Ask The Engines In Q4 of 2009 representatives from iProspect, Google, Yahoo! and Microsoft hosted small, intimate events for online marketers in 8 cities around the U.S. At these events there were no Powerpoint slides, no scripts, no prepared content – just a commitment to answer any and all questions that marketers had about paid search and online display advertising. This webcast is a byproduct of leanings from those events: what was on marketers’ minds, where their pain points were, and what interested them most. It is also intended to be a virtual version of those events – enabling those who dial in to ask questions about paid search and display advertising directly to the experts at iProspect and the search engines.
	Search Results, SEO and the New World Order: Blended Search 2010 Blended search – the practice of blending search result listings from news, video, images, and specialized, vertical search engines – has changed the landscape and the techniques required to achieve top rankings for search marketers. How has it affected search optimization (SEO) practices, particularly for larger brands? Has the blending of results changed how you compete for rankings? The first generation of search engines ranked pages based on the content of those pages — the words on the page. The second generation increased relevancy by analyzing links. Now the third generation, Search 3.0, is upon us in full force. In a nutshell, this means that all of the major search engines now automatically blend results from their “vertical” search catalogs, such as news, images video, local and even real-time listings with standard web results. Search Engine Land Executive Editor Chris Sherman will provide an overview, followed by a question and answer session with the audience.
	Integrating Search Within the Overall Marketing Mix: Best Practices In this webcast, representatives from Google and from iProspect will share lessons learned from these live events and boil them down to key examples and best practices for integrating search with other online and offline channels, as well as for integrating paid and organic search efforts with each other.
	PPC Testing & Optimization 2010: Best Practices Google has famously stated that all you need to get started with paid search is five minutes and a credit card. While that’s essentially true, to avoid wasting money and to achieve optimal results from your paid search campaign, you need to test, experiment, and test again. Testing and optimization offers multiple benefits: in addition to improving your bottom line, you’ll gain a leg up on the competition. Your approach to testing and optimizing a paid search campaign should be systematic and carefully planned.
	Ask the Search Engines: War Stories from the World Tour For six weeks during the Fall of 2009 executives from iProspect — in partnership with executives from Google, Yahoo! and Microsoft — traveled to 10 cities around the U.S. hosting events for 15-25 search engine marketers in each city. At these events the iProspect and search engine executives flew totally without a net – no PowerPoint slides, no charts, no graphs, and with no rehearsals held in advance. Instead they simply arrived in each city prepared to answer any and all questions about search engine marketing put to them over the course of about 90 minutes. This webcast is intended to be a virtual version of one of those events, with iProspect and its search engine colleagues prepared to field as many questions they have as time allows.
	Ask iProspect: PPC Strategy & Tactics from the Experts In this webcast, we will give the audience a chance to ask the experts about paid search advertising. Senior management from iProspect, the Original Search Engine Marketing Firm, will open the floor to questions from attendees on what it takes to compete with the biggest and the best when it comes to paid search. The entire webcast will be devoted to answering questions that registrants submit in advance, and that are submitted live throughout the event. Topics will focus on large, complex PPC campaigns, and will range from simple to complex issues facing marketers working in paid search.
	When to Outsource Your Search Engine Marketing: Making The Decision If you’re considering outsourcing some or all of your search marketing, it’s important to carefully weigh the pros and cons of keeping your efforts in-house vs. working with outside service providers. On one hand, specialized search marketing agencies must keep up with the latest changes and trends and have the specialized knowledge needed to create highly successful campaigns. On the other hand, working with an outside firm involves cost and coordination issues that should be carefully considered before making a decision to delegate your search marketing efforts. In this webcast, search authority Chris Sherman will discuss the pros and cons of outsourcing, and give you the latest tips on how to select the most appropriate - and best-qualified - search partner, should outsourcing prove to be a good option for you.
	How Large Offline Marketers Drive Superior Search Marketing Results Recent research has found that two-thirds of searchers are driven to perform searches as a result of exposure to some form of offline marketing -- and that nearly 40% of those searchers ultimately buy a product or a service as a result. Smart marketers realize that by integrating their offline initiatives with their search marketing efforts, they can amplify the results of both. But how are marketers performing this integration? What are some of the best practices they are employing? And what obstacles are they encountering in the process?
	Paid Search Testing & Experimentation: Optimizing for Superior Results Google has famously stated that all you need to get started with paid search is five minutes and a credit card. While that’s essentially true, to avoid wasting money and to achieve optimal results from your paid search campaign, you need to test, experiment, and test again. Testing and optimization offers multiple benefits: in addition to improving your bottom line, you’ll gain a leg up on the competition, as fully 60% of all search marketers aren’t doing any testing at all, and those that are testing often use simple, ineffective methods, according to JupiterResearch.
	Ask iProspect: Strategies & Tactics for World-Class SEO - Q+A with the Original Search Engine Marketing Firm: Managing Large Campaigns In this first-of-its-kind event, senior management from iProspect, the Original Search Engine Marketing Firm, open the floor to questions from attendees on what it takes to compete with the biggest and the best when it comes to search engine optimization. The entire webcast will be devoted to answering questions that registrants submit in advance, and that are submitted live throughout the event. With a focus on extremely large, extremely complex SEO campaigns, senior iProspectors will undoubtedly address topics that include: Simplifying Dynamic Website Optimization, Unique Challenges Posed by Huge Websites, Tracking the ROI of SEO, Integration of SEO and Paid Search, Integration of SEO and Offline Channels.
	Big Brand Search Engine Optimization: Managing Large Campaigns In theory, search engine optimization is a process that's the same whether you're optimizing a site with ten pages or ten thousand. But in practice, SEO for big brands has its own set of issues, challenges - and solutions. In this webcast, Chris Sherman looks at how large organizations with complex websites can effectively implement SEO as part of their marketing mix.
	Blended Search 2009: Strategies for Large SEO Campaigns Blended search – the practice of blending search result listings from news, video, images, and specialized, vertical search engines – has been with us for nearly two years. How has it affected search optimization (SEO) practices, particularly for larger brands? Has the blending of results changed how you compete for rankings? The first generation of search engines ranked pages based on the content of those pages -- the words on the page. The second generation increased relevancy by analyzing links. Now the third generation, Search 3.0, is upon us in full force. In a nutshell, this means that all of the major search engines now automatically blend results from their "vertical" search catalogs, such as news, images video or local listings with standard web results. This webcast will look at the revolutionary change happening with blended search and how search marketers can ride the wave to success.
	Paid Search for Big Sites, Big Brands Managing a paid search advertising campaign for a large organization has its own set of challenges that call for a unique set of skills and solutions. For example, what happens when you find you’re in a battle for position against another group in your own organization? How do you effectively run a major paid search campaign when your website consists of thousands -- or even millions -- of Web pages, and every group in the organization thinks their ad should be at the top of the sponsored results? In this webcast, Chris Sherman looks at how large organizations with complex websites and important brands can effectively implement paid search advertising campaigns.
	Tackling Large Paid Search Campaigns: Automated Solutions Paid placement search advertising programs can be an appealing alternative to time-consuming organic search engine optimization (SEO) efforts allowing you to rank well in search engine results with comparatively less work. But what happens when your campaign grows to hundreds, thousands or even millions of listings? Managing the bidding process manually becomes a nightmare perhaps even impossible. Fortunately, there’s an entire class of search ad bid management tools that can save you time and money — and when used properly can actually improve your campaign’s performance and ROI. In this webcast, Chris Sherman will describe the kinds of bid management systems available and how they can be used effectively.
	The Social Graph: The Key to Search Marketing's Future? "The social graph" is garnering a lot of attention these days, including a vigorous debate between search marketers who believe leveraging social networks is the next big thing, and traditional search marketers who dismiss social search as the latest fad. This webcast explores: - The types of social media sites that appeal to search marketers - How to understand and leverage the "social graph" of influentials and power users for maximum impact - How campaigns on social networks can quickly go viral, producing tons of traffic - How to sustain interest after the first spike of interest fades - How much time and resources should search marketers invest in social search campaigns.
	Multi–National Search Marketing: Effective Strategies for Global Marketers The worldwide reach of search engines offers bountiful opportunities for search marketers to run global search campaigns. But running a successful multi–national search campaign involves more than just translating your web site or enabling ecommerce platforms that can handle multiple currencies. In this webcast, Chris Sherman explores how search marketers can be successful in the global arena. Attend this webcast and find out how you can maximize the effectiveness of your global search marketing efforts.
	How Large Enterprises Effectively Integrate Paid & Natural Search Marketing: Large organizations often face unique challenges when it comes to integrating their natural search engine optimization and paid search advertising efforts. Whether it's because they have multiple websites targeting many of the same keywords, different divisions or different offices responsible for completely separate campaigns, or multiple agencies managing their various search marketing efforts, the bigger the enterprise, the greater their integration challenges. In this webcast, Search Engine Watch Executive Editor Kevin Heisler discusses how to tackle these, and other search marketing issues that are common at large companies.
	Managing Large Paid Search Marketing Campaigns: Automated Bid Management Solutions What happens when your paid placement campaign grows so large that you just can't manage the bidding process manually? Fortunately, there's an entire class of search advertising bid management solutions that can save you time and money — and ultimately improve your campaign's overall performance. In this webcast, Chris Sherman discusses the kinds of bid management systems and services available and how to maximize their effectiveness for your search advertising program.
	The Dozen Truths Every CMO Must Know About Search Marketing Chris Sherman explains why CMO's need to understand some of the most important fundamentals of search marketing, the role it can play in an organization's overall marketing efforts, and what search marketing practices successful marketing organizations — perhaps their competitors — are using to their advantages.
	Successful Feed–Based Search Marketing: Shopping Engines, Paid Inclusion & More Chris Sherman explores the types of feed–based search marketing and when they can be appropriately leveraged with other types of search marketing. Some of the topics that are covered include: when to use feed–based search marketing for maximum impact, search engine optimization tactics for feeds, and must–know technical aspects of feed formats.
	Paid vs. Free Search Listings: Optimizing the Mix Learn how to balance buying listings and optimization — and how you can achieve the right mix. We'll discuss the paid/optimization interaction and how to craft the right message based on each type of listing. Sponsored by iProspect and presented by Chris Sherman, Executive Editor, Search Engine Land.
	Maximizing the Impact of Paid Search Listings Find out how you can optimize paid listings while boosting your performance and ROI. We'll discuss common myths about paid listings, tools you can use to automate your campaigns and provide tips for buying keywords. Sponsored by iProspect and presented by Chris Sherman, Executive Editor, Search Engine Land.
	Social Search: New Marketing Opportunities Learn how to reach new markets and opportunities using social search strategies. Topics include: Characteristics of social search; how social search is changing online interactions; and how to tap into this new marketing opportunity. Sponsored by iProspect and presented by Chris Sherman, Executive Editor, Search Engine Land.
	How to Find the Right Search Marketing Partner Learn how to find the right solution for your search marketing needs. Whether you decide to outsource or hire an in–house expert, how do you know who’s right for the job? Chris Sherman gives advice on how to select the most appropriate search marketing partner for your business. Sponsored by iProspect and presented by Chris Sherman, Executive Editor, Search Engine Land.