The afternoon keynotes kicked off just after lunch. In the Strategic Marketing track, the first session of the afternoon focused on trends in SEO and SEM. Moderated by Magento’s Danny Essner, the expert panel included Mike Mothner from WPromote, Seth Rand of Rand Internet Marketing, and Christopher Hamze of Electric Pulp.
During the engaging discussion the group focused on a few key trends in search:
Google Enhanced Campaigns - This newly launched initiative will become mandatory for merchants in June, and they should prepare accordingly, as it impacts how they can target customers on specific devices and platforms.
Retargeting - Retargeting is becoming an increasingly important channel for conversion. Now merchants can retarget customers with text ads in addition to display, as well as build custom target segments based on their Google Analytics data.
Google Shopping - Now a paid service rather than a free product listing capability, Google shopping enables merchants to target customers on the SERP with high-converting ads. Merchants must think about how to balance their SEM spend across PPC and Google Shopping paid ads, as well develop a differentiation strategy outside of purely price.
Mobile - With the proliferation of mobile devices, merchants must think about search optimization in the context of mobile. While responsive design is a key component of mobile search optimization, merchants must also think about tying keywords to buyer behavior and tailor the experiences based on the customer’s intent and the products and they sell.
Thank you to our panelists for an exciting and informative discussion.