The title of the email is, "How to Run an Effective Pay Per Click Campaign". The email is very much of a marketing message but sounds interesting.
According to the email, the day will be laid out like this:
Session A (Morning):
* Keyword Generation - Strategies for identifying keywords that sell, which keywords to use, what to stay away from and how many you really need for your business
* Writing Effective Titles and Descriptions - Tips for creating search listings that get results. Writing for Overture versus writing for other search engines, effective copywriting guidelines
* Guideline Guidance - What are the editors looking for to approve your listings?
* Campaign Management - How to make sure false clicks aren't killing you. How much time should you spend managing your campaign, tools to make campaign management easier, getting the most out of the DirecTraffic™ center
* Tracking Your Results - How to tell if it's working, and what to do if it's not. What to test, what to track and how to get results that work for your bottom line
Session B (Afternoon):
* Landing Pages That Work - Sending customers to the home page is like dropping them off at the curb, but where should you send them? Which pages are most effective and deliver higher conversions?
* Advanced Bidding Tactics - How to bid like a pro, lower your price per click, annihilate the competition and get more sales
* Successful Advertiser Case Studies - What do the big guys do differently and how can you adapt their strategies to get the most from your campaign?
* Other Yahoo! Search Marketing Products - Now that you've mastered Pay Per Click, what's next?
* Keyword Generation - Strategies for identifying keywords that sell, which keywords to use, what to stay away from and how many you really need for your business
* Writing Effective Titles and Descriptions - Tips for creating search listings that get results. Writing for Overture versus writing for other search engines, effective copywriting guidelines
* Guideline Guidance - What are the editors looking for to approve your listings?
* Campaign Management - How to make sure false clicks aren't killing you. How much time should you spend managing your campaign, tools to make campaign management easier, getting the most out of the DirecTraffic™ center
* Tracking Your Results - How to tell if it's working, and what to do if it's not. What to test, what to track and how to get results that work for your bottom line
Session B (Afternoon):
* Landing Pages That Work - Sending customers to the home page is like dropping them off at the curb, but where should you send them? Which pages are most effective and deliver higher conversions?
* Advanced Bidding Tactics - How to bid like a pro, lower your price per click, annihilate the competition and get more sales
* Successful Advertiser Case Studies - What do the big guys do differently and how can you adapt their strategies to get the most from your campaign?
* Other Yahoo! Search Marketing Products - Now that you've mastered Pay Per Click, what's next?
They might be offering these elsewhere in the country, San Jose is obviously the nearest place to me, and the St. Claire Hotel is a very nice place.
Sign up by Friday, July 21st and receive a $50 credit to your Yahoo! Search Marketing account. This reduces the cost of the all day workshop to $299 or a single session cost to $149.
If you're in the San Jose area and want some info on this one, let me know, it's coming up soon!
Has anyone ever been to a Yahoo! conference like this? Sounds interesting, but I don't know if it is worth a day and $300. Is it?
I currently manage a Search Engine Marketing Company and I have not only received these e-mails but I made the mistake of attending one when Panama was first released. Don't get me wrong it is very educational if you are just beginning or have intermediate PPC skills but the session tend to drag on and the topics everyone wants / needs to be covered they sim to skim right over. During the Q&A it is typically a complaining session by advertisers who don't know how to manage a campaign and they are now upset with Yahoo! because they aren't making any money.
On the upside it is a great way to network with those in the industry and meet some of the top executives at Yahoo.
Posted by: Jon Clark | November 2, 2007 1:22 PM | Permalink to Comment