Alumni

Using Search Engine Marketing to Understand and Outperform the Competition

Consulting Roundtable

June 24, 2010: 6:00 PM - 9:00 PM

Hear Jon Morris, founder and CEO of Rise Interactive, discuss how to use paid search (SEM) to generate customer interest and purchase. Beyond offering a detailed exposition of the SEM process -- from initial engagement through conversion of the search engine user to a customer -- Jon will also demonstrate the critical value of effective reporting to increase understanding of user behavior and maximize company performance. Beginning with the basics of paid search, the presentation moves to more sophisticated and increasingly intuitive strategies. Regardless of whether you are a SEM novice or an advanced user, you will come away with newfound knowledge that can be used to start or enhance your SEM campaign.

Where

Gleacher Center
Room 100
450 N. Cityfront Plaza Dr.
Chicago, Illinois

Driving Directions:Discounted parking is available at the following location: 300 East Illinois Street (AMC Theater-River East Self Park Garage) $6.00 after 3:00pm Garage: Self Park Facility Payment: Automated: at pay-stations by cash or credit card or upon exit pay by credit card only. To receive discounted rate: Go to card validator at the first floor security desk of the Gleacher Center. The new system for the AMC Theater- River East Self Park Garage is automated: Insert your parking card in the validator and the new price will be automatically applied. You can also validate your parking ticket at any time between your arrival at and departure from the Gleacher Center. When you leave the lot, you will be charged for the lower $6.00 fee.

Event Details

Specifically, the presentation will cover the following topics: -- The value of paid search, measurement, and keyword targeting -- The bidding process: the quality score and why is it so important -- Effective account structure: the importance of correctly setting up campaigns, ad groups, and keywords -- Bidding and budget allocation, coverage, competitive pricing, and target ROAS -- Reporting, including interpreting data and making it actionable

Cost

No Charge

Registration

Register Online

Deadline: 6/24/2010

Program

6:00 PM-6:30 PM: Registration and Networking

6:30 PM-8:00 PM: Program

8:00 PM-9:00 PM: Networking and Cash Bar

Speaker Profiles

Jon Morris (Speaker)
Founder and CEO, Rise Interactive
http://www.riseinteractive.com

Chicago-born Jon Morris earned his BA degree in economics from Kenyon College (1996). Three years later, the Chicago Sun-Times named Jon one of Chicago's top 30 entrepreneurs under the age of 30. In 2005, Morris completed his MBA with high honors from the University of Chicago's Booth School of Business, where he received an academic award for graduating first in his class. In 2004, Morris founded Rise Interactive, a full-service Internet marketing firm specializing in paid search, comparison shopping, search engine optimization, social media, and Web analytics. Rise’s clients range from startups to the Fortune 500. Although headquartered in Chicago, Rise attracts a worldwide clientele. Since its inception, it has realized double-digit, year-over-year growth, expanding its clientele to include such nationally-known brands as Allstate Motor Club, EMC, and Ulta Beauty, among others. Prior to establishing Rise, from January 2002 to June 2003, Morris managed Internet marketing for Ketchum Directory Advertising, an Omnicom Company, where his group's clients included Allstate Insurance, Lowe's Home Improvement, Kinko's, Delta Airlines and Best Western.

Questions

Laraine Spector 
Founder, Midway Strategy Group
312.335.1536

Other Information

About the Consulting Roundtable The primary objective of the Consulting Roundtable is to connect consultants with the industry’s best practices, most innovative approaches, latest market trends, and most dynamic leaders. Meetings are scheduled for the fourth Thursday of each month.

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