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Paid Search Advertising: Successful Campaigns Using Google and Overture

Kevin Lee
Roy Young
Thu., Feb. 3, 2005, 12pm ET (9am PT)
90 minutes
This online marketing seminar received 3.5 star(s)

Marketing guru Seth Godin recently interviewed by Fortune said paid search advertising is “the first new and effective advertising medium in 50 years. It’s brilliant.” Not surprisingly, paid search advertising has grown to become a $4 billion dollar industry today and is forecasted by media analysts to grow to $9 billion in the next five years. Find out why paid search is part of the marketing mix of over 300,000 marketers, and why it belongs in your budget as well. Discover how to take full advantage of this amazing opportunity to drive new business, revenues and profits.

The seminar will teach you how to develop a targeted campaign and execute your strategy flawlessly. The content will cover campaign management from the ground up, including techniques and strategies normally covered only in advanced sessions. You will learn to plan and optimize paid search campaigns in Google and Overture. For marketers interested in local search and vertical portals, the seminar will include a section on the exploding local and vertical industry portal phenomenon.

To illustrate best practices in campaign planning and execution, best practices of major marketers will be discussed, including a major dating site, a top five financial services company, a leading B-to-B supplier and a huge online retailer.


Kevin Lee is CEO at and has helped thousands of marketers plan and execute search marketing campaigns in Google, Yahoo, MSN and Overture. In addition, as an acknowledged search marketing expert, Kevin has presented search marketing techniques to audiences at over 120 conferences since 1996. You may have read Kevin’s weekly column on “Paid Search Strategies” in, or other columns for Catalog Age Magazine and DMNews.

Kevin has translated nine years of expertise into Did-it’s proprietary Maestro paid search campaign management technology. He is a founding board member of SEMPO (the Search Engine Marketing Professionals Organization), serves on the Search Council of the Association for Interactive Marketing, and the IAB Search Committee. Kevin is regularly quoted by the news media including the Wall St. Journal, Business Week, New York Times, CNET, USA Today, San Jose Mercury News, DMNEWS and Catalog Age. Dozens of industry conferences invite Kevin to share his knowledge and expertise. Kevin earned an MBA from the Yale School of Management in 1992.

Who Should Attend?

Whether your organization has done paid search or is new to the opportunity, the presentation will be valuable to both executive and operational marketing staff.

What Will You Learn?

  • How to set campaign objectives based on marketing goals
  • How to set your campaign budget
  • How to research keywords and why you must never stop researching keywords
  • How to write search engine creative
  • Money-saving strategies that will find waste in your campaign
  • How to evaluate performance and adjust campaigns
  • How to respond to competitive bidding
  • How to measure and maximize ROI
  • How to work with agencies
  • How to select bid management technologies

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