Optimizing Your Search Marketing Program
Beneath all the glitz of YouTube-style electioneering of the presidential candidate's web strategies lies a powerful, yet unsung tactic: search marketing. What is the science behind building a better search marketing program?
Chair: Jerome Armstrong - MyDD
Jerome
Armstrong has been a political blogger since 2001 at MyDD.com, has
worked for statewide and national campaigns including Howard Dean's,
and is co-author of Crashing The Gate: Netroots, Grassroots, and the
Rise of People Powered Politics.
Ben Weisberg - Account Manager - Issues & Advocacy Team, Google
Ben
Weisberg works at Google as an Account Manager on the newly formed
Elections and Issue Advocacy Team. He works with political candidates
and advocacy groups on maintaining their existing AdWords accounts and
building those accounts to ensure strong future growth. Previously, he
spent three years on Google's National Agency team, managing the
accounts of the largest SEMs (search engine marketers) that currently
work with Google. Throughout his time at Google, Ben has also been a
dedicated volunteer for the Google Grants program, screening potential
applicants and optimizing the accounts of current grantees. Ben
received his B.A. in American Studies at Columbia University.
Mark Evans - Managing Director, Ionic Media
Mark
Evans is a founding Partner and Managing Director at Ionic Media, which
specializes in search engine marketing and direct response media.
Previously, he was the General Manager of the US search business of
Overture Services, with P&L responsibility at the largest pay for
performance search provider on the Internet.
He began his
tenure with Overture heading the advertiser product management team,
which designed features and functionality of the online tools used by
Overture's tens of thousands of advertisers, as well as internal tools
used by Overture's customer service and editorial teams. He was
promoted to also lead advertiser marketing, with responsibility for
growing the base of advertisers.
Prior to Overture, Mark was a
partner with CCI, a firm that brought together CEOs and Presidents of
large high-tech and industrial companies and that also helped small
high-tech companies grow from ideas into small, successful companies.
Previously, he was a consultant with McKinsey & Company. Mark has an MBA from the Wharton School, and a BA from UC Berkeley.
Gravida Couzin - Search Marketing Consultant
Gradiva
Couzin has been working in search marketing since its early days in
1998. Since then, she has improved the search presence of
organizations ranging from small businesses working on a shoestring
to Fortune 500 companies. Her SEO strategy creates win-win solutions
by improving the match between searchers and websites. With a history
as a civil engineer and experience in website and database
development, Gradiva enjoys the technical side of SEO and loves to
facilitate communication between techie and non-techie types. She is
also an accomplished artist, painting oil portraits on commission.
Gradiva lives and works in San Francisco’s Bernal Heights with her
husband and two small children.
Jennifer Grappone - Search Marketing Consultant
Jennifer
Grappone is a Los Angeles-based search marketing consultant whose work
has resulted in many targeted hits and happy clients in various
industries including media, entertainment, software, and human
resources. Starting out as a writer/producer/director of industrial
and corporate videos, Jennifer followed the dot-com boom and became a
project manager for large-scale web development projects before working
exclusively in SEO in 2000. Jennifer advocates a holistic approach to
SEO, one that combines elements of good writing, usability,
search-friendly site design, and link building. You can often find
Jennifer hunched over a laptop in any number of wireless cafes in
Northeast LA. Stop by and say hello!
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