SES Chicago Notes
No Responses since December 17th, 2007
Alright, I’m way behind. The Search Engine Strategies conference in Chicago ended ten days ago, and I haven’t yet posted anything.
One of the things I wanted to comment on was SES Chicago. SES Chicago is the smallest of the big 3 SES shows of the year. Each SES has its own flavor. SES NY in March seems to lead attendance, and there’s heavy participation from ad agencies and advertisers. SES San Jose in August draws heavily on the SEO and SEM practitioner crowd. Chicago seems to be drawing a more corporate crowd, and is the only one which seems to draw almost exclusively from the Midwest. The other two draw a more national crowd. All three shows are extremely worthwhile.The conference itself seemed to be enjoying about the same attendance as the previous year. I was told that registrations were off by less than 1% over the previous year. A lot of us were concerned that with WebMasterWorld running in Vegas at the same time as SES, there would be a significant drop in attendance. After all, only a few people would choose snowy Chicago over sunny Vegas, or so the thinking went. I actually like Chicago and snow! This year I accidentally stumbled into a German style Christmas market at the corner of Dearborn and Washington. It’s worth checking out.
In fact, when I spoke to people who had been to Vegas (I flew into Vegas Thursday afternoon right after the SES show, and just in time for the MSN party at Ghost Bar), I was surprised to hear that they were disappointed in attendance. Others told me attendance was on par with previous years, and they were happy. The crowd for this show would be more akin to an SMX Advanced conference. The emphasis is on practitioners. Many of the opinion makers in the search industry appeared in Vegas, and will appear at SMX Advanced. Almost all the other ones who weren’t there were in Chicago.
As to the sessions, I spoke on two panels. Search Marketers on Click Fraud, and User Behavior, Personalization & Universal Search. Having done the latter panel in San Jose in August, the second time around was a lot easier. What made it challenging was that presentation time was reduced to 5 minutes, with a longer Q&A session. While the shorter presentation time made presenters get more to the point, there was a lot to discuss. Each presentation was unique, and I believe a lot of useful information was shared.
Based on questions asked, and comments I received afterwards, I believe the audience got a lot of value from both the presentations and the discussion. Greg Jarboe of SEO-PR did an excellent job moderating. Knowing that each presenter brought something different to the table, he ensured that questions were answered by everyone, so that the audience got a well rounded perspective on issues. He also posed a couple of questions to presenters, which assisted everyone in highlighting points of interest.
The second session I presented at was on Click Fraud. This became a two part session for the conference. I the past there was one panel, with click fraud specialists, marketers and the engines themselves on the same panel. I strongly prefer the new format. Tom Cuthbert from Click Forensics apparently does not, as he actively complained from the stage that he preferred to sit on the panel with the engines. I disagree. The “discussions which occurred when the engines and the click fraud specialists were on the same panel were often not overly productive.
Marketers want solutions. They know they are trying to deal with serious issues, and want to learn information and strategies for dealing with the problems. By splitting the click fraud sessions into two parts, SES is doing something very positive for attendees. The search engine’s / ad networks session allowed marketers to learn about what the engines are doing to attempt to combat the problem, and to ask them specific questions about specific issues. The engines also provided tips as to how they suggest you as a marketer can help combat click fraud.
Immediately after the search engines on click fraud session came search marketers on click fraud. I believe that all presenters attended both sessions, so really, all SES did was allow for twice as much time, and gave marketers an opportunity to focus on the issue from distinct perspectives. The session was moderated by Jeff Rohrs, and each presenter attempted to focus on different issues around click fraud. In my case I focused on campaign issues which often get labeled as click fraud, but really are cases of the ad networks serving out ads improperly.
As you spread your ads out across the content networks, the incidence of mistakes increases. Detecting and providing you a means to recover the costs associated to these undesired clicks are what PPC Assurance focuses on. Click through traffic which does not match the terms and conditions of your contract is undesired traffic. Auditing and verifying your PPC traffic is what we do, and resolving campaign issues through our unique one click refund claim submission is what sets us apart.
I attended a few other sessions in Chicago. The quality was excellent.
Anyone involved search marketing who attends an SES conference will receive tremendous value for the experience. Even after all these years, every time I show up I learn more. It’s not just a great environment for people who know what they are doing to gather and exchange tidbits. There’s opportunities for anyone at every level to get educated. If you’re a decisionmaker, and want to understand the marketplace, there’s sessions which are right for you. If you are the practitioner who deals with the nuts and bolts, then there are sessions for you as well. It doesn’t matter what level you are at, there’s always something for you at an SES Conference.