Earlier this week, I had the privilege of speaking at SES Atlanta, a one-day return of the classic SES conference. It had a very different feel from the bigger shows, and it was great to meet a lot of attendees and speakers who aren’t part of the larger-show circuit.
The content was very good, with high-quality speakers. Here are a few of the takeaways from the keynotes and paid search track at SES Atlanta.
The morning opened with a keynote by Duane Forrester from Bing. Duane has been around since the early days of search, and his keynote was very forward-thinking. I love that about Microsoft & Bing speakers – they really do seem to have their fingers on the pulse of what’s coming. Duane talked about all the ways that mobile is changing the world of search, in a good way. Did you know that the Tesla car has a 20 inch screen powered by search data? And did you know that my home state of Michigan is one of only 4 states that has approved the use of Google’s self-driving cars? I didn’t either.
I got one of the best ad copy writing tips I’ve heard in a long time from my friend Lisa Raehsler of Big Click Co. For inspiration, watch QVC or infomercials and take notes! Note the calls to action, benefits, and other language they use. It’s very persuasive and can be tested in PPC.
Tracking microconversions was a theme throughout several of the presentations. Kevin Lee talked a lot about tracking microconversions such as newsletter signups or contact form fills, especially in the B2B environment, where actual sales can be few and far between. Omri Levin and Ken Williams of Search Discovery demonstrated how to set up remarketing segments based on microconversions.
The last keynote of the day was by none other than Marty Weintraub of aimClear. It was vintage Marty, with 150 slides for a 30-minute presentation. As always, he got through all of them.
I presented a B2B paid social case study. I had a ton of fun and met a lot of great people. You can check out my presentation below.
Did you attend SES Atlanta? What did you think of the show? Share in the comments!