Whether you are a small business owner or a marketing manager for a large multinational corporation, taking advantage of paid search advertising is a must. Learning not only how to drive qualified visitors to your site quickly and economically, but learning the strategies of the masters will allow you to win at this increasingly challenging form of marketing.

You will learn some of the BEST PRACTICES of pay-per-click (PPC) advertising on Google, Yahoo and MSN:

• What to do
• What not to do
• What to measure
• How to determine success
• Outsourcing

MODERATOR:

Michael Bonfils | CEO | SEM International / WebCertain LLC
Michael Bonfils is the Founder and CEO of SEM International/ WebCertain LLC, specializing in providing International search engine marketing services for global advertising agencies and Fortune 1000 firms. Mr. Bonfils is also a contributor to internet marketing technology and trends, having contributed his time to national publications and events such as Witi and Webmasterworld's Pubcon.

Previously, Michael was the founder of a successful internet contextual advertising agency which he sold in 2004. He has spent the last 12 years at the forefront of helping pioneer best practices in global search engine marketing, integrated metric solutions and innovation in technology advertising. He sits on the board of directors for many organizations including the TechBiz Connection and is the former VP Communications for the American Marketing Association (SOCAL). His company services over 150 clients worldwide and currently operates and has offices in North America, Europe and Asia.

EXPERT PANEL:

Michael Mascott | West Group Manager | Google
Michael's primary focus at Google is working with Fortune 500 Technology and Telecommunication companies on building integrated advertising programs that meet their objectives. He has worked with Google for 4 years and has over 10 years in advertising sales and business development experience. Prior to joining Google, Michael worked with CNET Networks and Ziff-Davis on both digital and print initiatives.

Brian Dunn | Senior Manager | Online Marketing, Toshiba America Information Systems
Brian has managed paid search programs since 2001, creating keyword marketing strategies to accomplish e-commerce, branding, and other objectives. In his current role with Toshiba America's laptop division, he oversees both paid and natural search, email and database marketing, and manages the company's e-commerce website, ToshibaDirect.com.

Previous to joining Toshiba in 2006, Brian worked for Epson America and sportsTALK.com, a pioneering sports content start-up.

Alan Edgett | Senior Director, Online Marketing Systems | Experian Consumer Direct
Alan Edgett is senior director of the Online Marketing Systems group for freecreditreport.com®, the leading provider of online consumer credit reports, scores, and monitoring. In this role, Edgett is responsible for defining system requirements for Partner Marketing channels. He also identifies and executes Social Media Strategies to build community and advance company branding and is currently focused on integrating social tools within enterprise environments.

With more than 12 years experience working in online marketing and strategies, Edgett formerly managed a group of online marketing and business development professionals for the Direct to Small Business team within Experian’s Business Information Group and was a founding member of MarketWire.com. He also held a number of on line marketing & business development roles at Akamai Technologies and Eteam.com.

Edgett holds an M.B.A. from the Marshall School of Business at the University of Southern California.

Robert McArdle | Vice President of Online Marketing | Foreclosure Trackers Inc.
Robert McArdle is currently responsible for implementing localized online marketing strategies to drive revenue for both foreclosure education seminars and a monthly foreclosure data subscription service in Southern California. His focus is on organic and paid search programs, along with email and database marketing.

Previously, Robert was the General Manager of an online software application sold to Real Estate agents called Homefeedback.com. Robert has worked with over 5 start-ups and has been involved in online marketing for over 10 years. He has an MBA in E-commerce from the U. of San Diego and a B.A. in Economics from the U of Maryland.