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Keynote Presentation
Speaker to be announced

Global Trends in Search Marketing
In this session David will discuss the adoption of search marketing in Australia and put that activity into context with other markets Google is expanding into. Furthermore, he will talk about the requirement for search to be localised and the various techniques that can be used. The presentation will also include discussion around the nature of consumer search on Google and how that differs from other portals and web-sites.
David Lee, International Business Development, Google

Correlating Online Behaviour to Search Engine Marketing
Search is the foremost activity carried out by Australians on the web. Indeed, four in five online Australians use search each month (Source: RedSheriff). Jupiter Research estimates that of the searches undertaken approximately one third are commercial in nature. Understanding consumer behaviour and intent is key to relevance and in turn the effectiveness of search engine marketing.

This session will address the relationship between search engine marketing and e-commerce, appropriate measures of success and categories where advertiser acceptance has been high.

Panelists:
Niki Scevak, Senior Analyst, Jupiter Research
Michael Walsh, Jupiter Research

Buying Search Engine Marketing Media
In this session we define the various options of search engine marketing – paid listings, paid inclusion and online directories – and offer optimal strategies for buying the media.

Discussion around bidding, calculating the break even cost-per-click point and contract negotiation will all feature prominently.
Moderator:
Michael Walsh, Managing Director, Jupitermedia Australia
Panelists:
David Holmes, Managing Director, OneMedia
David Whittle, Director, Client Services, BLUE Interactive Marketing

Keyword Selection and Management
Analysis of search terms and their frequency is essential to the planning of search engine marketing initiatives. In this presentation Paul will discuss the nature of commercial search and the various strategies marketers should deploy to ensure they target the entire keyword inventory relevant to their products and services.Paul will relate his insights to case studies in tourism, finance and banking.
Panelist:
Paul McCarney, Director of Strategy, Decide Interactive

Campaign Analysis and Value Metrics
Return on investment and accountability are often touted as the essence of search engine marketing. Yet campaigns often lack appropriate metrics and measurement techniques.

How should firms measure the value of search engine marketing? What impact does the online channel have on other offline sales channels? What level of expectations should marketers have in approaching search engine marketing? What can be learned from offline direct marketing techniques?
Moderator:
Niki Scevak, Senior Analyst, Jupiter Research
Panelists:
John Butterworth, General Manager, Decide Interactive
Jon Ostler, Technical Director, First Rate New Zealand
Dr. Narelle Page, Marketing Director, e channel online
Philip Whinnen - Vice President South Asia, RedSheriff

Meet the Search Engines
Search engine representatives will discuss their services and take questions from attendees. There will be an emphasis on how they deal with Australian and New Zealand web sites.
Panelists:
Altavista
Google
ninemsn
Yahoo