Managing SEM campaigns without the right tools is like hammering nails with a screwdriver. You can do it, but it’s not going to be pretty.
As the digital marketing industry becomes more automated, customized, and efficient, marketers need to upgrade their tool kit and start using the powerful solutions to be more strategic and provide their customers the perfect digital journeys.

Instead of utilizing generic mapping to the millions of keywords, ads can be automatically generated and customized to each person. Search engines have improved their technology to allow paid search marketers to skip the keyword build-outs and match the relevant information in the exact moments they are searching, unique to them at that very moment, no keywords involved.

The same functionality that indexes the company’s website for SEO purposes, can now be used for paid search by automatically creating ads for on-site products that match exactly what people were searching for. Additionally, remarketing tools allow marketers to better understand their target audience and how to reach them. When done well, it is possible to push the limits of this technology and see tremendous gains in personalization and scale.

In this presentation Account Director, Arden Kaley, and Senior PPC Manager, Sara Furney-Howe, discussed some of their favorite Search Engine Marketing solutions that have improved their campaigns and how you can implement them too.

Key Takeaways

• Leverage Google’s organic website crawling technology to deliver custom ads
• Implement efficient strategies that avoid relying on extensive keyword lists
• Retarget searchers to bring back those that didn’t convert
• Diversify your paid media types
• Layer strategies together to maximize results

Many thanks to our event partner, Jellyfish!

Event Details
Wednesday, May 31, 2017 | 6:00 – 8:00 pm
Jellyfish | 250 S. President Street, Suite 10 | Baltimore, MD 21202

Event Schedule
6:00 – 6:30 pm | Registration and Networking
6:30 – 7:30 pm | Presentation and Q&A
7:30 – 8:00 pm | Networking

Meet the Presenters

Arden Kaley
Account Director, Jellyfish
As an Account Director, Arden brings her intimate knowledge of the industry and performance metrics to provide strategic and actionable insights as she leads several Jellyfish client teams including Stanley Black & Decker and Dominion Enterprises. With an understanding of all that digital can do, Arden is motivated by the common thread that connects all digital activity – analytics. Her focus on performance metrics allows her to provide strategic and actionable insights to clients ultimately helping them reach their business goals.

Sara Furney-Howe
Senior PPC Manager, Jellyfish
As Senior PPC Manager for Jellyfish Online Marketing, Sara leads a team of talented PPC managers and directs the paid search strategy and execution for several Jellyfish clients including ForRent.com and Ergobaby. She is an expert in paid online marketing topics including paid search, native advertising, and retargeting DSA ads. Sara’s quick wit and candid presentation style always leave her audience both educated and entertained.

Event Gallery