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Digital Swag from SES Chicago: Free SEO & E-Commerce Takeaways #seschi

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SES Chicago attendees walked away with bags full of swag that might have included Google Android figurines, software trials or discounts, office supplies, clothing, or even an iPad.

Audience at SES Chicago 2012

Beyond cool toys you can take back to your kids or branded gadgets for your office, SES Chicago sponsors offer a number of useful, actionable digital resources for marketers. These are not exclusive to conference attendees, nor were they created by these companies for SES. Rather, we hope to introduce you to insights and tools of theirs you may not have discovered yet.

Here are a few examples of “digital swag” you can take advantage of, whether you were able to attend the actual event or not.

The Online Marketer’s Guide for the Holidays - Marin Software

Marin Software have identified search marketing trends for the 2012 holiday season and offer ten tips for successful campaigns. Learn how to:

Marin Software Booth at SES Chicago

  • Develop a bid boost schedule to take advantage of seasonal increases in revenue-per-click.
  • Test and promote special offers to successfully convert holiday shoppers.
  • Engage social shoppers and amplify holiday messaging and promotions through Facebook.
  • Leverage Google Product Listing Ads to engage more shoppers during the holiday season.

Download Marin’s 2012 Search Holiday Tips whitepaper directly from their site.

How Retail SEMs Should Manage Their Product Catalog - AdChemy

AdChemy’s Thi Thumasathit, also a Search Engine Watch author, shares SEM advice for search marketers managing campaigns around larger retail product catalogs. How can marketers scale campaigns with thousands of SKUs?

Thumasathit offers solutions beyond potentially problematic reliance of top-selling SKUs, head keywords or broad match. Check out this piece in Retail Online Integration where he maps out a tool to better optimize the relationship between the product catalog and keywords.

The 16-Step Web Content Audit: Prioritize, Analyze, Refresh, Optimize - Bruce Clay Inc.

bruce-clayJust prior to SES Chicago, Jessica Lee from Bruce Clay Inc. penned a fantastic guide to content auditing. This is a great resource for marketers without a lot of extra time, but with a need for added value from their content strategy... so that should be just about every one of you reading this right now.

The guide walks marketers through a simple, 16-step process for content optimization opportunity discovery including issues around links, conversion, purpose, and more. See the full guide on the Bruce Clay Inc. blog.

Mobile Measurement and Apps Insights - Google & ClickZ

Google and ClickZ revealed the results of their recent joint study on mobile measurement on-stage during an SES Chicago session. They found that marketers have a broad mix of mobile tactics planned in the next year:

  • 52% plan to create a mobile- or tablet-optimized website.
  • 48% plan to increase engagement in mobile advertising.
  • 41% hope to develop a mobile app.
  • 39% are planning to market a mobile app.

For more on mobile marketing measurement, see our coverage of the session and report.

Performance Targeting: Understanding & Leveraging New Innovation and Marketing Success - Quantcast

Quantcast Head of Search Agency Development Scott Linzer recently participated in a one-hour webinar moderated by Anthony Salas from the American Marketing Association. As 2013 approaches, Linzer’s insight into advertising innovation is a powerful tool for marketers planning and goal setting for the coming year.

Linzer shares current and future trends based on Quantcast data, as well as key focus points for 2013. See the full presentation below:

Bing Ads Intelligence Tools

Seth Dotterer Speaking at SES Chicago 2012If you not yet familiar with the Bing Ads Intelligence tool, it uses Yahoo Bing Network data to help marketers build out lists of suggested keywords and form keyword strategy. They also offer pre-designed keyword research templates, historic and forecasted monthly query data, and a number of other features, within the familiar Excel interface.

On the Bing Ads Intelligence download page, you’ll also find a tutorial, PDF feature guide, FAQs guide, and installation guide. It’s worth checking out as a tool to assist in paid search optimization.

SEW Weekly

For more useful conference takeaways, see our SES Chicago blog coverage and check out SEW Weekly (also available on iTunes). In this week’s episode, Thom Craver and Miranda Miller shared the top news and resources from Chicago.


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SES AtlantaSES Denver (Oct 16) offers an intense day of learning all the critical aspects of search engine optimization (SEO) and paid search advertising (PPC). The mission of SES remains the same as it did from the start - to help you master being found on search engines. Early Bird rates available through Sept 12. Register today!

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