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"Moderator\nDana Todd, Founding Partner SiteLab InternationalSpeakers\nJeff Nienaber \u2013 Sr. Marketing Manager, All Star Directories\nLiz Serafin, Senior Director, TMP Directional Marketing\nKevin Lee, Executive Chairman and Co-Founder, Did-it.com\nIsobel Sopoglian, VP of Search, NewCars.comThis session was all over the place so here\u2019s the main points.Yahoo\u2019s Panama:  trick or treat? \u2013 Isobel Says it\u2019s getting yummier.  Their getting higher conversions but not getting their traffic up like last year.  Blames the keyword matching for the problems.  Kevin compares it to a big box of candy that only has 1 piece of candy inside.  There\u2019s a treat but its smaller than what expected.  Liz likes the geo-targeted for local but traffic is still low compared pre-integration to Panama.  Jeff says you need to be much more engaged instead of setting and forgetting.MSN: too many sugary snacks, no substance? \u2013 Liz is starting to like MSN.  Seeing pretty good conversion rates and lots of traffic.  Complains about targeting \u2013 hard to test because users have to be logged in to passport while searching.  Jeff sees a little better volume but is still waiting.  Kevin says it\u2019s a sugary snack in a childproof container.  Fortunately the API has gotten better and compares that to the \u201Cyummy part\u201D Isobel also sees great conversions and says the API is much stronger than in the past.Cost of Google\u2019s candy keeps rising \u2013 Kevin talks about the upcoming bid changes and quality score.  If your quality score and bid is high enough they\u2019ll move you above the organic positions.  If your willing to bid up and quality score and bid pressure is bidding high enough this increases your chances to be in the top spot.  The minimum quality score is going to be more important.  Jeff says it\u2019s a lot about the vertical that you\u2019re playing in.  Panelists: share your best \u201Ctreat\u201D! Jeff: Exploit programming errors!  Google Adwords DKI Hack.  It exploits the trademark.  Insert DKI in an all caps format in the title.  Lasts 24-48 hours.  Not recommended because you will get a nasty letter.  If you do it, try testing from 3-5 in the afternoon. (I personally would never do this.  Why do something that you know is wrong just for a few hours or a day of \u201Csuccess\u201D.){KEYWORD: Law Enforcement Training}Kevin: Sneak in a High Position when it counts.  Find geographies that have a high conversion rate &amp; set up campaigns for high opportunity keywords that become profitable in those Geo\u2019s.  Your competition won\u2019t even know they are losing position if you pick the right Geo\u2019s.Seasonal Campaign Clones.  For seasonal campaigns setup clones, pause them to rotate instead of changing out your creative/landing pages in single campaigns.  Preserves highest quality score and keeps history.Liz: Leverage data from the engines.  Recent reporting and interface enhancements are providing additional data to help you make campaign optimization decisions.  Over the past few months the search engines have bettered their reporting capabilities.  Pay attention to quality scores.  You aren\u2019t able to see specifics but you can see a range.  The impression share report is useful to see how much traffic you\u2019re missing out on.\nSearch query report from Google.  If your doing broad or phrase match you can see your high traffic keywords.  This gives you ideas as to what negatives you should use and where you have a job to be done in terms of adding keywords.Account campaign performance by time is also a nice feature.  Make sure you gather enough data to be statistically significant however.Isabel: Keyword Insertion Trick \u2013 Avoid having lots of very small ad groups but still have a perfect creative.  Use keyword insertion and use the Alt Text feature.  Identify terms that don\u2019t sound good in given creative, and utilize the Alt text feature at the keyword level of Yahoo!  Check the box and enter a phrase or keyword that is more aligned.Trick to get visibility into Geo ads \u2013 Select a location in yahoo homepage like weather option (insert the geographical location you want to test) \u2013 Search a keyword on the web search box \u2013 Geo results will be displayed in the Yahoo search page. Works only on Yahoo!Who\u2019s giving razor blades in the apples?-\tAdvanced Match Drivers \u2013 Important to use negative match.  Inconsistencies on how Google has been matching terms.\n-\tErrors in Google geotargeting \u2013 Isobel talked about a user and even though they hadn\u2019t put in a geotargetted query if they lived in San Francisco that they saw results in Michigan and other states.  They added those states as negatives and the problem was solved.\n-\tAPI taxes \u2013 are they impacting you?  Kevin says unless the API is being abused that it doesn\u2019t really solve any problems.  Isobel mentions that when they were testing they were eating up a lot of quota so they had to make drastic changes.  Required some reengineering.  Microsoft is the only one that doesn\u2019t charge for that.\n-\tGooge CPA: trick or teat? \u2013 Kevin thinks it\u2019s a trick because they want you to use their pixel to calculate the conversions.  Easy to double count and double pay because of this.  Only a few people in the audience have used the CPA and just 1 was satisfied.Provided by Justin Davy."^^<http://www.w3.org/2001/XMLSchema#string>
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